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Teddie Cowell, Search Director at Guava presents how to ensure your CMS is effectively optimised for search engines. Percussion is a leading Content Management Solution.
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search engine optimisation
1Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
An introduction to Search Engine Optimisation
. . . and 5 things you can do.
search engine optimisation
2Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Who are Guava ?
Over ten years market leading search engine marketing experience
Global capacity
218 staff (65 in UK)
search engine optimisation
3Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Accreditations
Guava are a Google Adwords Qualified Company
Guava are Google Enterprise Partners
Guava are Google Analytics Partners
Guava are Omniture Partners
Guava are members of:– Internet Advertising Bureau (IAB) (Search Council)– SEMPO (UK working group)– e-consultancy
search engine optimisation
4Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
- What are search engines, why are they important?
- What search engines do people use?- How do people use search engines?- What is search engine optimisation?- What is pay-per-click advertising?- 5 things you can do…
search engine optimisation
5Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
What are search engines, why are they important?
search engine optimisation
6Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
The School of Information Management and Systems at the University of California-Berkeley calculates
…Five exabytes of new information - roughly five billion gigabytes - was created in 2002 alone. Five exabytesis like half a million libraries as big as the Library of Congress print collections.
Almost 800 MB of recorded information is produced per person, per year: if stored on paper, that would take up about ten metres (30 feet) of books.
http://www.sims.berkeley.edu/research/projects/how-much-info-2003
search engine optimisation
7Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
8Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Yahoo! = 20 billion items in 2005
over 19.2 billion web documents1.6 billion images
over 50 million audio and video files
Source: 2005 http://www.ysearchblog.com/archives/000172.html
search engine optimisation
9Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Google = 50,000,000,000 items?
and we all expect instantaneousresults ☺
and growing
search engine optimisation
10Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
New website visitors which come from a search engine.
(Forrester)
search engine optimisation
11Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
What search engines do people use?
search engine optimisation
12Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
They did use all of these:
search engine optimisation
13Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
But now they mostly use:
search engine optimisation
14Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Hitwise.co.uk
search engine optimisation
15Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
“People always make the assumption that we're done with search. That's very far from the case. We're probably only 5 per cent of the way there. We want to create the ultimate search engine that can understand anything ... some people could call that artificial intelligence.”Larry Page, Google
search engine optimisation
16Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Google's mission is to organize the world's information and
make it universally accessible and useful.
Cue scary music & dim lights
search engine optimisation
17Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
How do people use search engines?
search engine optimisation
18Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Search experiences
Research/Info (Google, Yahoo, MSN Live)
Commercial (Ebay, Amazon, Rightmove)
News (Google News, Technorati, Digg)
Entertainment (YouTube, IMDB, Pirate Bay)
search engine optimisation
19Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
20Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
21Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
22Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
23Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
24Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
25Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
What is search engine optimisation?
search engine optimisation
26Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
“Search engine optimization (SEO) is a set of methodologies aimed at improving the visibility of a website in search engine listings.”en.wikipedia.org/wiki/SEO
search engine optimisation
27Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Search engine optimisation is not considered bad by Google…
…but some search engine optimisation techniques are.
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291
search engine optimisation
28Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
What is pay-per-click advertising?
search engine optimisation
29Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Pay per click (PPC) is an advertisingmodel…where advertisers only pay when a user actually clicks on an advert to visit the advertiser's website.
http://en.wikipedia.org/wiki/Pay_per_click
search engine optimisation
30Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Pay per click advertising is how Google makes its money
It pays for the services provided by Google for free that we may sometimes take for granted
search engine optimisation
31Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Pay Per Click Adverts
Organic
search engine optimisation
32Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
What can you do?
1) Understand that search engine optimisation (SEO) is not a magic wand that can be easily waved after the website is launched. Consider SEO as a core part of your development process.
search engine optimisation
33Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Most common mistakes
URL’s• Unavailability/broken links• Complexity• Inconsistency
search engine optimisation
34Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Can my pages get into a search engine?Getting into search engines ‘indexed’
• Form based navigation • Frames• Flash• JavaScript
Unavailability
search engine optimisation
35Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Form based navigation
<form action="browse.php" method="get"><input name="interest" type="text"><select name="topic">
<option>option 1</option><option>option 2</option><option>option 3</option>
</select></form>
search engine optimisation
36Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Complexity
yourwebsite.com?sessid=8989adh98ah89hd98ahkNLK
search engine optimisation
37Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
yourwebsite.com?var1=value1& var2=value2& var3=value3& var4=value4&var5=value5
search engine optimisation
38Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Inconsistency
www.domain.com/path1
www.domain.com/path2
301 redirects, canonical tag
search engine optimisation
39Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
40Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
41Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
What can you do?
2) Make use of freely available tools to help you understand how search engines view your website
search engine optimisation
42Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
43Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
www.google.com/webmasters
search engine optimisation
44Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
What can you do?
3) Describe your content clearly, and at the same time align it with what internet users are searching for.
search engine optimisation
45Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
http://trends.google.com/trends
search engine optimisation
46Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Can my pages perform better in a search engine?
• Title• Description• Content• Images
search engine optimisation
47Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Title
<title> is the key display element of your 'listing‘ in news and web results.
It is credited with a high-ranking importance; yet also it needs to be descriptive and eye catching to ensure the potential visitor clicks on your listing within the search engines.
search engine optimisation
48Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Title
<title>Lipsum Lorem Ipsum</title>
search engine optimisation
49Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Title
Google shows maximum 72 characters including spaces
Titles should be descriptive and unique
Currently, the Google News crawler only visits each article URL once. If you make updates to the article after Google has crawled it, it won't be reflected on Google news
search engine optimisation
50Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
51Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
52Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Description
Depending on what someone had actually searched for, Google may use the description or select text from within the webpage itself to display in the snippet text.
search engine optimisation
53Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Headings
Headings – H1/H2
The main heading for each page should aim to include the target keyphrase(s), be clear and concise, and above all, useful to your readers.
search engine optimisation
54Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Images
Images
An image is worth a thousand words
but not in Google
search engine optimisation
55Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Images
Some websites get a lot of traffic from Google Image Search.
The alt tag can be applied to an image - its main purpose is for user accessibility.
Inserting appropriate target phrases in alt tags and image file names also improves the overall keyword density and helps search engines understand what the image is about.
search engine optimisation
56Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
What can you do?
4) Encourage users to link to your content, and implement features that help gain links.
search engine optimisation
57Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Measurement of links as a voterevolutionised search engine technology(PageRank)
Influences good rankings on most search engines
<a href="/page.htm">I love you</a>
search engine optimisation
58Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Links from Internal and External Pages
search engine optimisation
59Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
What can you do?
Use social media to increase brand awareness, gain traffic and support your SEO.
search engine optimisation
60Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
61Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Online retailers received more traffic from Social networks than webmail services in December 2008.
search engine optimisation
62Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
• Social Networking• Social Bookmarking• RSS• Micro Blogging• Forums
• Usenet (1979)• Internet Relay Chat (IRC) (1988)• Bulletin Boards (1970s)
search engine optimisation
63Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Social Networking
These sites are not so helpful for SEO and are more used for their immense traffic potential
They are good for branding, communication, making connections and increasing a website's internet “footprint”
search engine optimisation
64Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Social Bookmarking
Social Bookmarking
Saving, sharing and sometimes voting on things you find interesting.
search engine optimisation
65Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
search engine optimisation
66Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Social Bookmarking
Make sure your content is getting bookmarked, your competitors is!!!
search engine optimisation
67Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
What can you do?
5) Manage change. Consider processes and tools to provide an approach for managing increasingly important website updates and migrations.
search engine optimisation
68Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Website updates and migrations
• Site migration best practice (domains, hosting etc)• Auditing indexed and public pages• Planning redirects and redirection rules• Testing redirections have been set up correctly• Error handling
• Preventing / mitigating against near total loss of organic search traffic
search engine optimisation
69Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
Summary
1. Understand that search engine optimisation (SEO) is not a magic wand - build it into your processes.
2. Use freely available tools
3. Describe your content clearly - let your content market itself.
4. Encourage users to link to your content - it's a sign of relevance.
5. Manage change - consider the impact of website updates and migrations on where your traffic is coming from.
search engine optimisation
70Copyright Guava UK Ltd · All material is confidentialEdward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk
www.guava.co.uk