Successful SEO: Where Robots Meet Humans
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An Introduction to Successful Search Engine Optimisation (SEO). Where robots meet humans. Paul Raybould paul.raybould@planonsoftware.com www.planonsoftware.com 04 December 2013
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Successful SEO: Where Robots Meet Humans
- 1. An Introduction to Successful Search Engine Optimisation (SEO) Where robots meet humans Paul Raybould paul.raybould@planonsoftware.com www.planonsoftware.com 04 December 2013 (Images courtesy of www.explodingdog.com)
- 2. This intro session will cover: • • • • • • • • • What is search engine optimisation (SEO)? Why is it important? How to choose key words/phrases Techniques for SEO success Link building – essential for high ranking Technical tips Barriers to successful SEO SEO do-not’s Coming soon… (and how you can help) Apologies if I am ‘teaching grandma to suck eggs’ (follow the link for an explanation of this bizarre English idiom.) 2
- 3. What is search engine optimisation (SEO)? SEO = understanding search engines and their robots, to make a website rank high in search engine results pages. 100s of factors influence rank, but in short: Great User Friendly Content + Quality Links to you = Search Engine Success 3
- 4. Why is SEO important? • High source of traffic. • Capture prospects in key stages of buying cycle. • Low cost per lead. • • • 18.2% of organic clicks go to the #1 position 10.1% of organic clicks go to the #2 position and 7.2% of organic clicks go to the #3 position 4
- 5. How to choose keywords/phrases • Use tools like Google Analytics (NB anonymised search from Sep 13), Marketo reports (leads by search phrase) and Google’s keyword planner. • Quality over quantity – choose keyphrases likely to convert rather than just high volume. • Search phrases signalling intent - ‘buy’, ‘choose’, ‘reviewed’ can capture prospects in later stages of a buying cycle. • Paid advertising can be a quick way to test which keyphrases drive traffic that converts to leads. 5
- 6. Techniques for SEO success • Content – create keyword rich content that users love and share. • Links – build quality links to your website – anchor text links and links from high domain websites work best (more on this later.) • Usability – make pages easy for users to navigate as well as search engines. 6
- 7. Techinques for SEO success continued… • Meta titles and descriptions - help users and robots understand your content. • Search engine friendly URLs. • Internal linking. • Keyword position and emphasis. • Regular flow of new content. 7
- 8. Link building – essential for high rankings • Not all links are equal! • A link from a popular person or website improves your search engine ranking. • A link from a low quality website (e.g. low traffic or a high quantity of links) lowers your search engine ranking. 8
- 9. Link building continued… Effective links come from pages that have: • Domain authority/ TrustRank • Cover similar topics to you • Anchor text • Fresh links • Social influence • Few links per page • High referral traffic 9
- 10. Technical tips • • • • • • • • XML sitemaps – help spiders crawl sites easily. RSS – automatically updates when new content is added. Text files – robots like text. Robots.txt – provides instructions to help web crawlers know which parts of your site you want them to navigate. Meta robot tags – help web crawlers know which of your pages to index and follow links from. Absolute links – ensure you keep links when people copy your content. Canonical links – helps search engines know the original source when duplicate content exists online. Rich snippets – helps search engines easily know the type of your content e.g. video, book etc. 10
- 11. Barriers to successful SEO • Search engines do not openly share their ranking factors. • All companies/sites want to rank well so it’s highly competitive. • Search engines like Google change their algorithms which can have a huge impact (Panda update 2011, Penguin update 2012, anonymised search and Hummingbird 2013.) 11
- 12. SEO do-not’s The following practices reduce your impact in search rankings. Do not: • • • • • • Submit your site to “submission” URLs. Keyword stuff – repeating your chosen search phrases too often on pages. Pay for submission – any links that search engines believe have been paid for to boost your rankings will count against you. Extensive recipricol linking or link farms – used to boost links to your site but search engines can detect these. Cloaking – showing different content to users and search engine robots. Produce low quality content – high bounce rates lower your search engine ranking. 12
- 13. Coming soon… (and how you can help) • Choosing key words/phrases (requires help from field for local languages.) • Creation of optimised landing pages for chosen key phrases. • A link building strategy – how this links to social and PR. • A monthly report of SEO activity and results. 13
- 14. Thanks Any questions? T: +31 (0) 24 6413135 M: +31 (0) 61 0027782 paul.raybould@planonsoftware.com www.planonsoftware.com 14
Notas del editor
- High source of traffic – over 90 per cent of online adults use search engines http://www.marketingprofs.com/chirp/2013/11692/how-people-search-online-infographicKey stage in buying cycle – captures prospects at important stages in the buying cycle, often when they are doing research and therefore likely to register for valuable content.Cost effective – can generate leads at a lower cost per lead than many other channels.18.2% of organic clicks go to the #1 position10.1% of organic clicks go to the #2 position and 7.2% of organic clicks go to the #3 position.In October 2013 Google accounted for 66.9% of search traffic, Bing for 18.1% and Yahoo for 11.1%.
- Usability – make pages easy for users as well as search engines – poor user experience e.g. high bounce rates for a specific key phrase will push you down the ranks.
- Meta titles should be no more than 70 characters with the most important words first. Meta descriptions should be no more than 160 characters and should act to entice users to click on links to come to your page.Search engine friendly URLs – include keywords in the URL separated by hyphensInternal linking – ensure the links on your page are html rather than JavaScript and can be easily navigated by people and robots.Keyword position and emphasis - words that are closer to the top left corner of the page or that are bold/bigger are considered more important by search engines.Regular flow of content – websites that are updated regularly rank more highly.
- Examples of popular people include those in social media with a large number of followers.Examples of popular websites include sites with a large numbers of links to them, and that have a high volume of traffic. Government, news, big brands and Wikipedia are examples of popular and trusted sites.
- Domain authority - websites that have been established for a long time have greater link power.Similar subjects - links from sites of a similar topic have higher authority.Anchor text - if the link has relevant keywords in it rather than just ‘click here’.TrustRank – links from government, news, brands etc .Freshness of links – new links carry more weight.Social – links in social are increasingly seen as important.Link ratio – if a page with few links has a link to your site then this has more impact than a page with lots of links that has a link to you.Referral traffic – links that get clicked on by human users are perceived as higher value by search engines than those that don’t.
- Create an RSS feed of content and use pingomatic to send it to Google, technorati, yahoo etc. Absolute links in internal linking and external links e.g. <a href="../>Home</a> should be <a href="http://planonsoftware.com">Home</a> so if people copy your content the links are still to you so you get SEO credit. Avoid duplicate content (use Canonical URL Tag to tell Google which is the primary page e.g. where we have same content on UK and Us sites e.g. on the US white papers page we may say <link rel=”canonical” href=”http://planonsoftware.com/uk/resources/white-papers/”/> - this way it keeps people on the US page without sending them to UK site, but also avoids being penalised by Google for duplicate content.)Typical B2B rich snippets are: Videos — include an image of the video, name, duration Person – phone numbers and photos (BusinessAudience) Businesses and Organizations – location, review Products – ratings, price, pictures (Book, UserDownload) Authors – this is a great way to link to articles and showcase a thought leader in your company Events – date, time, location (BusinessEvent, OnDemandEvent) Blog NewsArticle
- Panda update helped Google identify low quality websites. Penguin update improved semantic understanding for anchor text diversity and link relevancy. The introduction of anonymised search in September 2013 makes it harder for companies to measure which keywords work best for their business, encouraging them to use paid advertising more. Hummingbird update increases search relevancy for questions and voice search as these are becoming more popular with the use of mobile devices.