Getting Along with Search
Engines: SEO Tips Tõnis Hinnosaar
altex marketing, partner
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Where we stand
• Search Engine Marketing:
SEM = SEA + SEO
The Funnel
• http://altex.ee/disain/funnel-flat.pdf
SEO & SEA long tail
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SEM is becoming the key element for online user
behaviour
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Why is it difficult?
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› Most users click on organic results› Excellent content is needed› You need to know what people search
for before you offer it to them› You need to speak their language
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Searcher Types
• Depends on their Intends– Navigational searches – Informational searches– Transactional searches
How search engines work
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Process1. Search engines visit websites
automatically2. They index documents3. Carry through queries4. Put results in order
RELEVANCYPOPULARITY
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SERP CTR
• Description (ca 45%)• Title (ca 30%)• URL (ca 20%)• Other – Cached, Similar (ca 5%)
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SEO three legsTechnical
LinkingContent
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1. Technical
• Website “kitchen”• CMS• Stability• Server
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2. Content
• Keyword research• Content creation• Not just text
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3. Linking
• Internal – links on my site• Cross – links between our sites• External – links pointing to my site
from outside
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Onsite and Offsite
Ranking factors
• There are many• Let’s focus on these that you can
control!
First: indexing issues...• Session based URLs• Dynamic URLs• 200+ links per page• Frames• Pages available through “secret doors”• Pages available from “drop-down”
menu• Pages available after redirects
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1. Onsite Factors
Page Title
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Headings (H1 ...)
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Anchor text
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Link magnets
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Unique content
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Redirects (301)
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Image ALT text
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TASK 1
• Tool needed: – Google Adwords Keyword Tool:
https://adwords.google.com/select/KeywordToolExternal
– Web Developer Toolbar http://chrispederick.com/work/web-developer/
(Sub)domain name
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Keyword usage in first 25 -100 words
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Keyword use in body text
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Update frequency
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Sitemap – linked from each page
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JavaScript links
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Download time
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TASK 2
• Tools needed: – Web Developer Toolbar– Site speed tool:
http://www.websiteoptimization.com/services/analyze/
Keyword density
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Optimising images
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Page URL
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Meta Description
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404 error page
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HTML / CSS validation
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Robots.txt
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Sitemap.xml
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Broken links
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TASK 3
• Tools needed: – Google Analytics:
http://www.google.com/analytics – Validator: http://www.w3.org/– Broken link check:
http://home.snafu.de/tilman/xenulink.html
2. Offsite Factors
External link anchor text
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Linking page quality
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Nr. of links on linking page
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Variety of links
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SERP CTR
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Domain/brand search volume
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TASK 4
• Tools needed:– Backlink checker:
http://www.backlinkwatch.com/index.php– Yahoo Site Explorer:
https://siteexplorer.search.yahoo.com/– TouchGraph: http://www.touchgraph.com/– Google Webmaster Central:
http://www.googl.com/webmasters/tools
[email protected]: tonish50www.altex.ee
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Thank you!