Tõnis Hinnosaar: Getting Along with Search Engines

Getting Along with Search

Engines: SEO Tips Tõnis Hinnosaar

altex marketing, partner

Innovative Internet MarketingTMInternet Marketing

Where we stand

• Search Engine Marketing:

SEM = SEA + SEO

The Funnel

• http://altex.ee/disain/funnel-flat.pdf

SEO & SEA long tail


SEM is becoming the key element for online user

behaviour


Why is it difficult?


› 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


Searcher Types

• Depends on their Intends– Navigational searches – Informational searches– Transactional searches

How search engines work


Process1. Search engines visit websites

automatically2. They index documents3. Carry through queries4. Put results in order

RELEVANCYPOPULARITY


SERP CTR

• Description (ca 45%)• Title (ca 30%)• URL (ca 20%)• Other – Cached, Similar (ca 5%)


SEO three legsTechnical

LinkingContent


1. Technical

• Website “kitchen”• CMS• Stability• Server


2. Content

• Keyword research• Content creation• Not just text


3. Linking

• Internal – links on my site• Cross – links between our sites• External – links pointing to my site

from outside


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


1. Onsite Factors

Page Title


Headings (H1 ...)


Anchor text


Link magnets


Unique content


Redirects (301)


Image ALT text


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


Keyword usage in first 25 -100 words


Keyword use in body text


Update frequency


Sitemap – linked from each page


JavaScript links


Download time


TASK 2

• Tools needed: – Web Developer Toolbar– Site speed tool:

http://www.websiteoptimization.com/services/analyze/

Keyword density


Optimising images


Page URL


Meta Description


404 error page


HTML / CSS validation


Robots.txt


Sitemap.xml


Broken links


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


Linking page quality


Nr. of links on linking page


Variety of links


SERP CTR


Domain/brand search volume


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


Thank you!

Business

Tõnis Hinnosaar: Getting Along with Search Engines