Digital Training Search Engine Optimization. Presented by: Aris Tianto Head of Search at

Digital Training

Search Engine Optimization

Presented by:

Aris Tianto | Head of Search at InboundID

[email protected] @atianto

Why Is Search Important

Why search is important?

Total Internet users in Indonesia [2013]

55,000,000

4% 1%

Indonesia Search Engine Market Share

95%

Google Yahoo Others

SEO / Organic Listings

The Search Marketing Trifecta

Display Network Listings Paid / Sponsored

Website Results

Adwords/Paid Search

Images

A few words about Universal Search

Places

Google CTR for Top ranking

Key takeaways from CTR study

What is

Search Engine

Optimization (SEO) Optimization (SEO)

Why Search Engine Optimization (SEO)

What Search Engine Optimization (SEO)

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic")

Organic (SEO) Vs. Paid Search

Organic Results

Google Place

SEO drives over 80% of all clicks

PPC = ~85%

SEO is Still Under-Invested

1 Billion Searches / Day; 1 Billion Searchers / Week

PPC = ~85%

of spend

SEO = ~15%

of spend

SEO is cost-effective

No top line media cost

Cost Per Click declines over time Key phrase analysis and content optimization only costs

Disadvantages of SEO

 Long Term Result  High Competition  Visibility challenge

• Billion pages being indexed by search engines everyday

 SE position depends on constantly changing algorithm

• Staying on top of results requires • Specialist knowledge

• Specialist knowledge • Constant monitoring • Ability to respond

• Acceptance of lack of control

 Impossible to predict or guarantee

• Positions

• Click volumes

• Future changes to algorithm • Competitor actions

How Search Engine Work

Crawling & Indexing

Without links, the engines might never find this never find this

Crawling, Indexing, Ranking & Searching... 1. Website is created 2. Website gets links 3. Bots/spiders discover links 4. Bots/spiders crawl website 5. Website is indexed 6. User searches 7. SE matches query and ranks

results

8. Search results are displayed to

Query Deserves Freshness (QDF)

Normal Result

SEO has evolved a lot over the last 10+ years

1999 - 2002

Caffein [2010]

• An advanced web indexing system (not an algorithm update)

Panda [2011]

• New machine learning algorithm

• Rolled out in most

Penguin [2012]

• Over-optimization penalties

• Targets too many

Hummingbird [2014]

• Return better results

Regular Search Engine Algorithm Update

algorithm update) • Indexes the web on a

huge scale

• continuously updates the index with new content

• 50% fresher search results

• Drives Google Instant and real-time

search, including Google+

• Rolled out in most major countries and languages

• Focuses on user signals and content quality • Affects the long-tail of search primarily but not exclusively • Every page of content

on a site must be high quality and have purpose

• Targets too many instances of a keyword on-page • Targets over-using

the same anchor-text in links pointing back to website • Punishes sites with

low quality and scraped content

• Return better results • Precise

• Fast

• Old stuff with new engine

Search Engine Optimization

A group of strategies and techniques that aim to improve a website’s rankings and traffic from natural search results

Popularity

On-Site Off-Site

3 pillars of SEO

Technical

Web design and development aspects

Content

Unique and keyword-rich information

Popularity

Quantity and quality of links or mentions to a

site

Common SEO Mistakes

• Treating SEO as an afterthought

• Using a CMS that is not SEO-friendly

• Improperly using tags

• Lacking depth on your website

• Lacking depth on your website

• Ignoring dated content on your site

• No linking strategy

A Simple Process for Choosing Good Keywords

High Volume

(many searches/month)

Low Competition Ideal Keywords! Low Competition

(weak sites/pages in the top 10)

High Value

(large % of visitors convert)

Google Trends: Interesting Trend Data

Google Keyword Planner

Adwords Tools Keyword Planner

A keyword is not a target

Keyword Effectiveness Index Attributes

 Average position in natural or paid listings  Click volume referred from search

 Outcomes (sales, registrations, leads) Profitability

Classroom Exercise on Keyword Research [I] Think about Keyword Google Suggestions Ubersuggest Keyword Planner

On-Page

Page Title Tags Google Search Engine Result Page

A title tag tells both users and search engines what the topic of a particular page is.

The <title> tag should be placed within the <head> tag of the HTML document

Ideally, you should create a unique title for each page on your site.

Page title contents are displayed in search results

Words in the title are bolded if they appear in the user's search query.

Title Tags: Best practices

 Accurately describe the page's content

Choose a title that effectively communicates the topic of the page's content.  Avoid:

- Choosing a title that has no relation to the content on the page - Using a default or vague titles like “Untitled” or “New Page 1”

 Create unique title tags for each page

Each of your pages should ideally have a unique title tag, which helps Google know how the page is distinct from the others on your site.

page is distinct from the others on your site.  Avoid:

Using a single title tag across all of your site's pages or a large group of pages

 Use brief, but descriptive titles

Titles can be both short and informative. If the title is too long, Google will show only a portion of it in the search result.

 Avoid:

- Using extremely lengthy titles that are unhelpful to users - Stuffing unneeded keywords in your title tags

Meta Description Tags

Summaries can be defined for each page

Write a description that would both inform and interest users if they saw your description meta tag as a

snippet in a search result.

Description meta tags are Description meta tags are important because Google might use them as snippets for your pages.

commonly used by search engines on search result pages to display preview snippets for a given page

Meta Descriptions Tags: Best practices

 Use unique descriptions for each page

Choose a Description that effectively communicates the topic of the page's content.  Avoid

Using a single description meta tag across all of your site's pages or a large group of pages

 Used Optimal Length for Search Engines Roughly 155 Characters

 Avoid  Avoid

- Writing a description meta tag that has no relation to the content on the page - Using generic descriptions like "This is a web page" or "Page about baseball cards" - Filling the description with only keywords

Content [Text & Image]

 Content Quality (Unique)

 Content Research (Rich Keywords)  Content Engagement (For User)

Website Content Meta

Description

Page Title

Technical On-Page Optimization Factors

Website Performance

 Server & Website Issue

Rel="Canonical"

 www.domain.com Vs domain.com

URL Structure

 Use word in url, e.g.: domain.com/category/detail-page.html

 Page Architecture  Page Architecture

 HTML architecture

 Directory Structure

 Use a directory structure that organizes your content well.

 Body Tags

 Content, Image, Keywords density

 Internal Linking

 Link Location in Sidebars and Footers

Technical SEO Audit

Duplicate Page Title Check-Up

Duplicate Page Title

www.screamingfrog.co.uk

Google Webmaster Tools

www.google.com/webmasters/tools/

Google Webmaster Tools

• Check your site's health for potential issues

that Google has detected

• Understand your search traffic and learn

• Understand your search traffic and learn

how users are finding your site

• _{Make optimizations to help Google better}

Classroom Exercise on Web Master Tools[I]

Google Webmaster Tools

Off-Page

Off-Page Optimization - Link Building

Forum B Social Media C Our Website Website A Blog D

Off-Page Optimization - Link Building

Off-Page Optimization Factors

 Article writing  Link Bait

Off-Page Analysis

The Optimization Process

• Objectives • Goals • Keywords • Page Title • Description On-Page Optimization • Link Building

• Social Media Impact • Keywords Identify target Keyword • Description • Content • Structures • Sitemap

• Social Media Impact

Off-Page Optimization

SEO Foundation

Optimization Process

Google Places on Google Result

Google Places Show up across the web Show up across the web

Be found on Google

Search, Maps, Google+, and mobile devices

Improve your place information

Give user the right information about your places

Digital Training - SEO Summary

 Why Is Search Important  SEO Definition

 How Search Engine Work  SEO Key Principles

 SEO Planning & Strategy  Keyword Research

 Keyword Research

 Keyword Research Exercise  On-Page Optimization

 Off-Page Optimization  The Optimization Process  Local Optimization

Thank You 