Digital Training
Search Engine Optimization
Presented by:
Aris Tianto | Head of Search at InboundID
Why search is important?
Total Internet users in Indonesia [2013]
55,000,000
4% 1%
Indonesia Search Engine Market Share
95%
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
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
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
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
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)
Classroom Exercise on Keyword Research [I]
Think about
Keyword SuggestionsGoogle 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
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:
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.
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)
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
Link from other website to our website
Off-Page Optimization - Link Building
Off-Page Optimization Factors
Online PR
Article writing Link Bait
Off-Page Analysis
• 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
SEO Foundation
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
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
Thank You
