eMarketing : SEO

Aj.Metinee Adam

2

Topics

Exploring search engine optimization tactics and techniques to achieve high rankings On-Page optimization Off-Page optimization Understand how web search

engines handle your content Understand web design

methodologies aimed at improving ranking of web pages on search results

Integrating search engine optimization and social media into your marketing spend

Gaining the competitive edge by ensuring your brand is number one

Search Engine Positioning

Activity: Google

Activity #1: Playground Please visit www.google.com and

enter your core business keyword

Search Engine Optimization

Google Results – Organic vs. Paid

ORGANIC

SEO = Search Engine Optimization

Definition:

The process of enhancing both the content and reputation of a webpage in order to improve search engine rankings and meet your top prospects at their immediate point of need.

Understanding Search Engine

Bruce Clay’s Search Engine Chart: http://www.bruceclay.com/searchenginechart.pdf

Bruce Clay’s Search Engine Chart: http://www.bruceclay.com/searchenginechart.pdf

Keywords: Use text that targets your audience; and attracts search engines and links from other sites

Navigation: Give users and crawlers easy access to content

Design Elements: Make sure bells and whistles don’t undermine SEO efforts

Page Rank: Develop a linking strategy to improve your site’s “popularity”

Basic SEO Concepts

On-Page Optimization

https://adwords.google.com/select/KeywordToolExternal

Keywords search

http://www.keyworddiscovery.com/keywords.html

Keywords search

Search Engine Positioning (cont.)

Researching Search Terms

WordTracker.com (see handout) Overture suggestion tool

http://inventory.overture.com/d/searchinventory/suggestion/

Google AdWords https://adwords.google.com/select/main?cmd=KeywordSandbox

Things Search Engines Like

Text (Keyword) Words and phrases that match what your target

audience types into search engines Site Navigation

Site navigation and URL structure that search crawlers can easily follow

Links to Your Site How “popular” are you?

Search engines place “weight” on terms according to where they are used

Keyword Prominence

Primary Text Title tag Body text Anchor text Text near the top of the page Headings and Emphasized

Text

Secondary Text Alt text Description tag Domain name and URL

elements

Keywords in Text

Choose one or two keywords or phases to optimize for each page

Use language of your audience Do not over use - avoid keyword stuffing Keywords in links influence relevancy of the

pages your linking to No “click here” links

Site’s Search Metrics

Online Advertising Tools Yahoo!/Overture: http://inventory.overture.com/ Google: https://adwords.google.com/select/KeywordSandbox

Keyword Density http://www.webjectives.com/keyword.htm http://www.keyworddensity.com/

Google Webmaster Tools

Keyword Selection Tools

Plan how pages link to each other Pages will not rank well if your site does

not have a navigation scheme Navigation scheme must please users

and search engines Create a crawler-friendly site map Avoid dangling pages

Linking Basics

Make a site with a clear hierarchy

Text Links The most search engine friendly Use for primary or secondary navigation Every page should be reachable from a text link

If using graphic navigation, use alt text

Avoid JavaScript, unless you provide a secondary text navigation scheme

Site Navigation Schemes

Create a Site Map HTML page on your site with text links

Create a Sitemap An XML file that lists your site’s URLs Allows crawlers to analyzes information about

your site’s architecture to improve crawling Google: http://www.google.com/webmasters/ Yahoo: http://siteexplorer.search.yahoo.com/ Site Maps Protocol: http://www.sitemaps.org/

Help Crawlers Navigate

Create Sitemap Create Sitemap PagePage

https://www.google.com/webmasters/tools/dashboard

Google Webmaster Tools

One repetition of the page’s primary keyword phrase per 30–40 words of copy

Repeat the primary keyword phrase in the URL, title tag, meta data, image ALT tag, body copy, and links from other pages

Use the keyword phrase intact; Other nouns or keyword phrases should not be more prominent

On-Page Optimization

Flash Site

Activity:

Activity #2: Good Combination

Please visit http://www.prasebanresort.com

Off-Page Optimization

A calculation assigned to a page based on the number of links into the page

The more popular pages that link to you, the higher your popularity rank An inbound link is a vote for a page An outbound link is a vote for a page you’re linking to

All search engines have different popularity algorithms Google’s algorithm is called Page Rank Based on a scale from 0-10

What is Popularity?

Number and Popularity of Inbound Links Anchor Text

Others’ use of keywords in a link to your site Popularity is assigned per page, not for the entire

site Popularity is not inherited Need to deliberately link internal pages to pass on PR

Popularity Factors

Link Popularity / PageRank

Google score of page’s link popularity

http://toolbar.google.com easy way to see this

Each link on a particular page gets aportion of that page’s overall score

10 links, each gets 1/10; 100 links, each gets 1/100…

Do you see what I see?

๏ Major General Directories, i.e. Yahoo! Directory, Open Directory (DMOZ), GoGuides, Best of the Web, JoeAnt, Business.com, etc.

๏ Major Thai Directories, i.e. Sanook, mThai, Hunsa, etc.

๏ Niche & Topical Directories, i.e. TourismThailand.org, ThailandTourismDirectory.com, etc.

๏ Blog

๏ Forum

๏ Linkbaiting via Social News and Bookmarking, i.e. Digg, Reddit, StumbleUpon, del.icio.us, etc.

๏ Social Media Profiles, i.e. Flickr, LinkedIn, MySpace, Friendster, Technorati, etc.

๏ Article Directories, i.e. EzineArticles, GoArticles, etc.

๏ Press Release, i.e. Yahoo! News, etc.

๏ Relationship Building

๏ Reciprocal Links

Traffic Building

Social Bookmarking site

BlogBlog

Case Studies

Case Study: Business.gov

Term: Advertising Regulations #6 on Google #8 on Yahoo #2 on MSN #1 on USA.gov

Page created March ‘07 Submitted to crawlers, listed in DMOZ 0-78 inbound links

Case Study: Business.gov

Text Component: page is well-optimized for “advertising” and “regulations”

Link Component: All text links Popularity Component: Inbound links are

using title submitted to DMOZ – “advertising” and “regulations”

Case Study: NOAA Fisheries

Term: Fisheries #1 on USA.gov #2 on MSN #2 on Yahoo #3 on Google

Term: Fish Doesn’t show up on the

first page or subsequent pages

Case Study: NOAA Fisheries

Text Component: page is well-optimized for “fisheries” but not “fish”

Link Component: “pull-down” menu may be a problem for some crawlers. Add search friendly navigation (e.g., site map)

Popularity Component: Lots of inbound links using “fisheries” (not “fish”) in anchor text

SEO is an ongoing process

Resources and Recommendations

Battelle, John. The Search: How Google and Its Rivals Rewrote the Rules of Business and Transformed our Culture. New York. Penguin, 2005.

Kent, Peter. Search Engine Optimization for Dummies. Hoboken, NJ. Wiley, 2004.

Moran, Mike, Hunt, Bill. Search Engine Marketing, Inc. Upper Saddle River, NJ. IBM Press, 2006.

Thurow, Shari. Search Engine Visibility. Indianapolis, IN: New Riders, 2003.

Recommended Reading

SEO Forums & Events

Industry ForumsWebmaster World: http://www.webmasterworld.com/

Search Engine Watch: http://www.searchenginewatch.com/

Digital Point Forums: http://forums.digitalpoint.com/

High Rankings: http://www.highrankings.com/forum/

Industry EventsSearch Engine Strategies: http://www.searchenginestrategies.com/

End of Chapter

Thank you!