is your website search engine ready?

Is Your Website Search Engine Ready?

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Adrian TanDirector, clickTRUE Pte Ltd

Private & Confidential: Presentation 21 Aug 2009

About clickTRUE

• clickTRUE Pte Ltd, subsidiary of SPH Magazines, is a Pay Per Performance online marketing company with Search and Social Media Marketing at its core.

• We offer both Technology and Online Marketing services to help build our clients’ brands online.

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Online Marketing Services

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Leveraging on the latest marketing trend in the digital landscape, we adopt a Pay-per-Performance approach to help clients achieve Maximum Return On Investment (ROI) on their marketing campaigns.

•Search Engine Marketing (SEM)

•Search Engine Optimization (SEO)

•Social Media Marketing

•Online Media Planning

•Web Analytics Consultancy


Key Questions (& hopefully answers)

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Is Your Website Search Engine Ready?

• Search Engine Optimisation

• Search Engine Marketing

Is Your Organisation Popular Online?

• Google Analytics

• Online Reputation

clickTRUE Confidential and Proprietary

Search Engine Optimisation (SEO)

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How Search Engines Work…

Image: Google

Mechanics of search engines


What If?

SEO: Tip 5 of 5

Mechanics of search engines


Going Back In Time to 1998Mechanics of search engines


Simplified PageRank CalculationMechanics of search engines


Steady State SituationMechanics of search engines


Thus Google was bornMechanics of search engines


Image: Felipe Micaroni Lalli

• Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also analyzes the page that casts the vote.

• Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important."

The Heart Of Google - PageRankMechanics of search engines


Search Engine Optimisation

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•2 types of listings in a Search Engine Results Page (SERP) – Paid vsNatural.

•Natural listings also known as Organic search results are:

• non-biased

• rankings are determined by the Search Engine’s algorithm by comparing how relevant the results are in matching the queries.

•Search Engine Optimization efforts can help to increase rankings of website. However, this requires time and re-structuring of website.

Paid Search

Natural Search

SEO


SEO

Source: mgccl.com

A Demonstration Of The Power Of SEOSEO


Getting A Start On SEOSEO Tips


The Obsession with Keywords

• Keyword popularity, an important indicator of the success of the site.

• Used for both On Page and Off Page SEO

• Types of Keywords� Long Tail Keywords – longer and more specific search queries.

• Example: Best Gadget Buying Guide

� Main Keywords – shorter and more broad keywords• Example: Buy, Gadget

• Long Tail Versus Main Keywords• Gadget Buying” - 56,000,000 results / competition

• gadget buying guide - 18,100,000 results / competition

SEO Tips: Keywords


How To Use Keywords

• Off Page� Anchor text is the clickable

text that users will see as a result of a link, and is placed within the anchor tag

� <a href=“You Keyword Here"></a>.

• On Page� Think about the keywords

that users will type. Include them naturally in your posts (particularly in your titles).

SEO Tips: Keywords


Keyword Research

• Google Free Keyword Tool � https://adwords.google.com/select/KeywordToolExternal

• When you plug in a main keyword, such as “mens fitness” into the above mentioned keyword tools, you will get back a list of all the long tails that people are searching for within that main keyword.

• You choose those that have a good amount of monthly searches,

SEO Tips: Keywords


Getting To Know The NeighbourhoodSEO Tips: Link Building

Your website


Source: www.elliance.com

Link Baiting?SEO Tips: Link Building


SEO: Tip 5 of 5

� Free Tools� Mash-ups� Maps� Communities� Blogs� Exposes� Humour� Interviews with personalities� Expert advice� Trends� Criticism

• Collaborative Work Documents

• Sharing• Tagging• RSS • Top 10 Lists• Event Reviews• Survey, Data• Film, Animation, Graphics• Freebies, contests, prizes• Provocative work

Some Link BaitsSEO Tips: Link Building


Advanced Link Building - BUZZ Marketing

• Link building is still going to be the SEO trump card for the foreseeable future. - Aaron Wall: SEO Book

• Evolution of Effective Link Building Strategies � BUZZ Marketing - Spread information, gimmicks or noise on the net and using

badges, icons, banners, buttons and ask bloggers to post it on their blogs and websites. Spreading niche contests online can also largely help your site out.

SEO Tips: Link Building


Don’t Forget Your Internal Links

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Source: mediaco, adTech09

SEO Tips: Link Building


Site Navigation

• Create a naturally flowing hierarchy

• Sitemap (Html) - is a simple page on your site that displays the structure of your website, and usually consists of a hierarchical listing of the pages on your site.

• Help search engines understand what content the webmaster thinksis important.

• Sitemap (xml) - Makes it easier for Google to discover the pages on your site

SEO Tips: Site Navigation


HTML Sitemaps

• Include important subpages from the website

Main Categories

Site Features

Website Search Toolbar

SEO Tips: Site Navigation


• General your own here: http://www.xml-sitemaps.com

XML SiteMapsSEO Tips: Site Navigation


Source:dev.opera.com

• Make your important terms and phrases prominent

• An example:

Search Friendly ContentSEO Tips: Search Friendly Content


• Use high quality writing

• Use a journalistic format if possible with broad descriptions first leading to more detailed writeups

• Readable to your human visitors

• Friendly to the search engine webcrawler bots

Image: www.modernlifeisrubbish.co.uk

Content Is Still KingSEO Tips: Search Friendly Content


http://www.cameratown.com/reviews/review_listing.cfm/hurl/id%7C1124

http://www.dpreview.com/reviews/canonsd400/

• URL Brevity

• URL Clarity

• Number of dynamic parameters in URLs(http://vshopindia.vpost.com.sg/aom/shop.php?c=22&n=11041891&i=B0000BV1LG&x=Canon_NB_3L_Rechargeable_Battery_Pack_for_SD550_SD500_SD110_SD100_SD10_SD20_Digital_Cameras)

SEO Tips: URLs, Titles, Meta Tags

Good URLs


How do you influence this?

And how do you influence this?

TitlesSEO Tips: URLs, Titles, Meta Tags


SEO: Tip 2 of 5Meta Tags: Behind The ScenesSEO Tips: URLs, Titles, Meta Tags

Private & Confidential: Presentation 21 Aug 2009 Source: www.dccomics.com

Pitfalls Of SEO Done Wrong


Black Hat SEO – Link Farms

Image: dustydavis.com

A FARM

A LINK FARM

Source: Zolt´an Gy¨ongyi and Hector Garcia-Molina. Link Spam Alliances. 2005 http://dbpubs.stanford.edu


Image: www.digitaljournal.com

Black Hat SEO – Automated Content Generation


Black Hat SEO – Keyword Stuffing / Being Spammy

Source: Ian Landsman

• Dispelling the myth that increasing keyword density helps


Black Hat SEO – Hidden Text

THIS TEXT IS WITH FONT COLOUR “BLACK” AND IS NOT HIDDEN TO VISITORS AND IS READABLE BY SEARCH ENGINE SPIDERS.


Black Hat SEO – Hidden Text


Black Hat SEO – Cloaking

• Google says: Cloaking refers to the practice of presenting different content or URLs to users and search engines. Serving up different results based on user agent may cause your site to be perceived as deceptive and removed from the Google index.

E.g.

• Flash for human users, HTML for web crawlers

• Javascript redirects


Black Hat SEO – Doorway / Gateway Pages

• Using a doorway page to rank well on the search engines and to redirect traffic to the actual content and main web page.

• Normally, the users do not get the content that they are searching for.


Case Study: How BMW Got Banned By Google

BMW website as seen by users

BMW website as seen by Google’s webcrawler

Javascript was disabled & Website redirects


SEO Pitfalls

Source: news.bbc.co.uk

Case Study: How BMW Got Banned By Google


How To Avoid Black Hat SEO Companies

• No one can guarantee a #1 ranking on Search Engines� We will submit your site to 1,000 Search Engines!

• Guarantees ranking, but only on obscure, long keywo rd phrases you would get anyway

• Promises quick or even instant results� We can rank your site in 48 hours!

• Be careful if a company is secretive or won't clear ly explain what they intend to do� it’s a trade secret OR

� We know a guy at Google

• You should never have to link to an SEO� We will get thousands of links to your site!

• Be sure to understand where the money goes� Have your site optimized and promoted for only $71. 95 a month!


Let Us Have Your Questions

• Drop us your name card for a copy of this presentation

• For for a more in-depth understanding of Search Engine Marketing & Google Analytics, find us at

[email protected]

www.clicktrue.biz

or Google It

is your website search engine ready?

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