This is a basic guide on search engine optimization for traditional marketers and business executives. Simple tips are given which can be easily followed by anyone without technical knowledge. It includes SEO introductions, SEO outsourcing and basic SEO techniques.

1. Incitez SEO Guide
v3
A guide made for
marketers and business executives
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2. This guide covers basics of SEO only and does
not include detailed technical knowledge.
June 2011
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3. Incitez SEO
A social approach
boosting your performance in search
engines and social media
English + Chinese
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4. Incitez
is a start-up in Singapore providing
digital consultancy & campaign
management to SMEs and
enterprises.
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5. Your growth is vital
to our growth, which
is our top priority.
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6. We have worked with clients from Asia, Europe and US.
You are not alone
I am here with you
Though we're far
apart
You're always in
my heart
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7. Incitez SEO Guide
SEO SEO
SEO Basics
Introduction Outsourcing
what is SEO, Selection,
Simple things
benefits, guarantee and
you can do
costs... measurement
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8. 1. SEO Introduction
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9. Worldwide Internet users are
actively searching for information;
they give you the permission to be
found. Keywords they use indicate
the intentions.
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10. There is a significant
correlation between
companies in the top
organic & paid search
placements and
consumer brand
affinity, brand recall
and purchase intent.
Source: Enquiro
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11. SEO is an acronym for "search engine
optimization" or "search engine optimizer."
Deciding to hire an SEO is a big decision that can
potentially improve your site and save time,
but you can also risk damage to your site and
reputation.
Google
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12. Sponsored links, or PPC
Continuous cost to
(quick but costly) search engine (and PPC
vendor if there’s one)
Natural search listing
(“free” traffic but takes
time) Cost to SEO specialist
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Search Engine Results Page (SERP)
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13. 75% users don’t go beyond the first
page of SERP; if your pages are not
on the first page, that’s when SEO
helps. That’s not all, though.
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14. User Journey
User opens Enters search
Clicks on a link on
preferred search queries and
SERP
engine site perform search
Enters a landing
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page
Performs a desired
Left the site Simply browses
action
immediately web pages
(e.g. purchase)
This is your top priority not
simply rankings.
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15. 2. SEO Outsourcing
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16. Carefully review what SEO agencies
propose and asked for a sample of
each item.
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17. Distinguish organic search results
from paid ones (sponsored links)
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18. If you are not careful,
you pay a lot more
and may not receive
better results in
return
Big Agency
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The higher search volume, the more difficult to
optimize a keyword. Very low volume keywords
and your brand related keywords can easily rank
high on the first page. And, black hat tactics used
to optimize your website can be very harmful.
1st Page Guarantee
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20. Be Aware!
Allege a “Special Relationship” with
Search engines
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21. be sure you know exactly
how they intend to "help"
you.
Be careful if your SEO Vendor is
secretive...
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22. 3. SEO Basics
These are easy recommendations you can immediately apply.
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23. Check how many pages have been
indexed
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24. If the no. of indexed pages are much
lower than the pages you have, that
is a problem.
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25. Use tools like Lynx or seo-
browser.com to see what your site
looks like to search engines.
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26. Click and you may see a message like this:
“This is Google's cache of http://
www.chinainternetwatch.com/. It is a snapshot of
the page as it appeared on 6 Jun 2011 15:47:51
GMT. The current page could have changed in the
meantime.”
The Cache date is the last time that
Google Crawled and took a copy.
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27. Faster and frequent indexing is
good. Use your domain name to
search and if you can’t find your
site, that’s a big problem.
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28. Free tool:
http://www.frobee.com/robots-txt-check/
Make sure your robots.txt file does
not block unexpected content from
search engines.
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29. Keywords Research is very important and can
be complicated for beginners; but, the simplest
thing you can do is to use Google Keywords Tool
and choose the most appropriate keywords for
your website.
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Google Keyword Tool
http://goo.gl/9vzuo
Text
Enter words or phrases that describe your product or service,
select appropriate language and country.
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31. Remeber: the more competitive and higher search volume
a keyword is, the more difficult it is to optimize.
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32. Do NOT Stuff Keywords
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Create Unique Page Titles
with <Title>...</Title>
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34. Create compelling description with keywords
included with “description” meta tag.
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35. A URL like
,
http://www.yoursite.com/index.php?id=72&sid=asdf2af&uif=asdfa2a&utm_campaign=g1123
is much less appealing to users, could create
duplicate content, and may not be indexed.
http://www.yoursite.com/product.php
Consult an SEO specialist before you change URL structure.
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36. Make Your Site Easy to Navigate
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37. Create Quality Content
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38. Write Better Anchor Text
<a href=”http://www.yoursite.com/
shoes.html”>Anchor Text</a>
Click here
Click here
for shoes
Use This!
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39. Link to relevant content internally
with appropriate anchor text
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40. Register your websites at search
engines’ official webmaster tools
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41. Link back to relevant pages in your
online press release content
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42. Request for links back to your
website from your partners’ website
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43. For more tips and insights on digital
marketing, you can subscribe here:
http://www.incitez.com/whitepaper
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44. Contact us for a free site audit
Please include invitation code:
SEOWPJUN
Rocky Fu, Director of Digital Strategies, Incitez
Twitter: @rockyfu
Blog: http://www.rockyfu.com/blog
Email: rockyfu@incitez.com
Also Follow:
Company Blog: http://www.incitez.com/blog
@incitez_apac (digital insights and stats in Apac)
@chinainternet (China Internet related news and trends)
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