making the most of your website through seo - cisco · definition of seo “ search engine...

k h f bMaking The Most Of Your Website Through SEOThrough SEO

Cisco Marketing Forum

September 2011

© 2011 Neo@Ogilvy and/or its affiliates. All rights reserved. Neo@Ogilvy Confidential

Agenda

• What is SEO?• What is SEO?

• Why it matters to your business

• How your website can rank better

• Q&A• Q&A


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WHAT IS SEO?


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Definition of SEO

Search Engine Optimisation (SEO) is the active“ Search Engine Optimisation (SEO) is the active process of improving visibility of a website or a

webpage in the search engine ”

webpage in the search engine ”SEO is:

• Improving internal and external aspects of a site• Increasing the organic traffic a website receives from search engines

SEO is not:

• Building a website that exploits a loophole in search engine algorithms to• Building a website that exploits a loophole in search engine algorithms to rank #1 for selected keywords

• SEO is not a tactical gimmick designed to drive X thousand visitors within


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S O s ot a tact ca g c des g ed to d e t ousa d s to s t24h

WHY IT MATTERS TO YOUR BUSINESS


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Why is SEO important?

• More than 1 billion searches worldwide per day

83% f UK li h h i t h h• 83% of UK online shoppers use search engines to research a purchase

• 58% of purchase decisions begin on a search engine


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TDMs are using search• Be visible where highly engaged TDMs are searching

• Get free, organic traffic at all stages of the TDM purchase decision process

• Organic click‐through generates 25% higher conversion rates than equivalent Pay‐Per‐Click click‐through


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HOW YOUR WEBSITE CAN RANK BETTER


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It’s not rocket science


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Factors which impact your ranking


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First step: find your target keywords

Before you start optimising you need to know the following:

• What are the relevant topics of your site? Demand & trend

h

• What do your customers search for?

research

• Do they use the same language?SEO

KeywordsSocial media analysis

Paid search data

• Which keywords yield good traffic?

Keywords

• How do these vary in different countries?Competitor research


Trust & authority of your site

• Trust

– Do you link to other trusted sites?

– Do trusted sites link to you?

H d i d ?– How many domains do you own?

– How trustworthy are your other domains?

• Domain Authority

How many links point to your site?– How many links point to your site?

– How many different domains link to your site?

– How many different pages on your site have in bound links?– How many different pages on your site have in‐bound links?


12Provide high quality content & become a trusted source

Link popularity• Link popularity is about external sites linking back to your site

• Search engines use the quantity and ‘quality’ of backlinks as indicators of your popularity

• Links are counted as "votes"

• "Votes" help your rankings especially from: .edu, .mil and .gov

Your SiSite


13Get (deep)links from other high quality sites to your content

Anchor texts

• The anchor text is the visible text which hyperlinks to another page

It i di t th t i f th t t th t t• It indicates the topic of the content on the target page

• They are relevant for external and internal use


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Anchor texts (cont’d)

How to do it

How NOT to do it


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Anchor text best practices

• Use text based links when linking internally (avoid graphics)

• Use target keywords as your anchor text

• Link to relevant pages where possible

• Supply ALT text when linking with an image

D ’ j li k ll h l h ill h


16Don’t just link, tell users what exactly they will see on the next page

On‐page content optimisation

• Search engines and users see your website through different eyes

Search engines Users

• Make sure you optimise for both

Search engines see this

Users see this

I l f h k d b i l di i h


17Increase relevance for the target keyword by including it across the page

Meta title and description

• The meta title and description will be the first thing your customers see when they search for your products/sitethey search for your products/site

• Ensure they are an enticing reflection of the content on the relevant page

• Make sure to include your target keyword very early in each of the tags, ideally at the start

Meta title


18Meta description

On‐page content Meta title

Include target keyword in URLy

Header tag (H1)

Sub‐header tag (H2)

Use target keyword in page content

Anchor & image alt gtexts


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Summary

• It’s not rocket science, but requires a certain amount of expert knowledge

• Stay away from black hat SEO tactics

• SEO is a strategic investment, not a tactical one

• Focus on a small number of high yield keywords to maximise impact

• Ensure your website is relevant and free, high‐quality traffic will follow…


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Contact details

In case of question, please contact:

Patrick Heyer

Business Director, neo@Ogilvy

+44 207 447 4401

[email protected]


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