Become an SEO Super Hero
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Workshop 1 A Beginners Guide to Search Engine Optimisation
Transcript of Become an SEO Super Hero
Workshop 1
A Beginners Guide to Search Engine Optimisation
Become an SEO Superhero
93% Of Online ExperiencesBegin with a Search
Engine
https://www.slideshare.net/secret/spdmv5eSUSd3da
Who We Are
WHO WE ARE
DEDICATED
BIGGESTOUTREACH
TEAM
COMMITEDTO CONTENT
CREATION
PROPRIETARYTOOLS
PEOPLE
WHO WE ARE
INTERNATIONALGLOBAL NETWORK
33COUNTRIES
Zeentree.com is Sekari’s answer to developing
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• Zeentree.com is a new service that provides brands with a fully-integrated monthly digital magazine available in multiple languages
• Zeentree.com plans, creates, cultivates and publishes amazing content for you or your brand, delivered as a digital magazine.
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DTCM_T_GEN15_MJ_301 10
Agenda
1. History of Search2. Search engine results pages3. The evolution of search4. The theory of Search Engine Optimisation5. How Search Engines have changed6. Three Pillars of SEO7. SEO Process8. Keyword Research9. Demonstration and examples
History of Search
What is SEO?
Rand Fishkin – CEO of Moz.com
“SEO is the combination of tactics and strategies, including, but not limited to, optimization of information architecture,
usability, content focus, audience targeting, design, development, keyword research,
keyword placement, link building, social media marketing and any other online or offline
branding/marketing elements that support the goal of receiving more traffic from search
engines.”
Early Search?
Document Query
Info
rma
tion
Nee
dDocument Representation
Match
Search Engines used classical information retrieval techniques developed in the 1960s and brought them online.
How Did Google Get so Big?
Google changed the game with more academic approach.• PageRank• Citations & Links• More accurate and useful to search users.• Continually adapting the algorithms.
What Makes Google Different?
World’s largest search engine
Processes 100 billion searches
a month
3.3 billion searches a day
Over 65% of the global search
market
Made $44 billion in ad
revenue in 2014
Search Engine Market Share
67% Global market share
Search Engine Market Share
The Kingdom of Saudi ArabiaGoogle 94.16%
Bing 2%Yahoo 1.86%
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https://www.statsmonkey.com/sunburst/18494-saudi-arabia-search-engine-market-share-usage-statistics-2014.php
SERP’sSearch Engine Results
Pages
Organic vs Paid
Organic
Paid
Organic vs Paid
80%
20%
Search Volume
Higher rankings = higher traffic
Type of Content & Search Result
Early Results Page Todays Results Page
SERPs have became much more varied
from the old ten text link results making it harder to stand out
Type of Content & Search Result
Image Carousel
Ads
Text Results
with sitelinks
Google News
Knowledge Graph
Type of Content & Search Result
Map Listing
High Volume Keyword
AdsEven though
“SEO Dubai” is a high volume keyword it is
difficult to gain traffic as all
organic listing are below the
fold
Organic vs Paid
The Evolution of Search
Search Engines had to Change
Algorithm updates
Content Links
Algorithm updates – Mobilegeddon
Mobile search passed
desktop in 2015
Non-mobile friendly
websites were devalued in
Mobile search
New vs Old SEO
Old SEO New SEO
One keyword per page Focus on topics of information
Focus on Rankings Engagement with a Brand or Service
Create content for engines Create content for people
Low value content High value content for an audience
Set of ranking factors Ever changing ranking factors
VS
User engagement becomes an important
ranking factor
The Theory of Search Engine Optimisation
3 Pillars of SEO
3 Pillars of SEOTECHNOLOGY
REPUTATIONCONTENT
SEO Primary Ranking Factors
Relevancy:How close a match a given web page is to the term being searched upon
Google determines this from elements on the page such as the page title, URL, content and the anchor text of links on the page
Authority:How important a web page is in the eyes of Google and at the heart of the Google algorithm - called PageRank
Calculated based on number of inbound links from other web pages and the authority of those web pages
On Page Factors Off Page Factors
How is this typically achieved?
Projects are typically approached in four stages:1. Research & Analysis (what key phrases are
people searching for?)2. On-page Optimisation (to create new / optimise
existing website content including images, videos and pdf documents)
3. Off-page Optimisation (to increase a websites authority / importance)
4. Social Media Optimisation (optimise your presence on social media websites)
SEO offers: cost-effective customer acquisition, fixed costs, measurability, brand visibility and
credibility, repeat business and a wider insight into customer behaviour
Links from other websites
are still a predominant ranking factor
for Google.
Social Metric still play a relatively small role. 38
https://moz.com/search-ranking-factors
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Research & Analysis
Tools
Research & Analysis
Keyword Research Tools
1.Google Adwords Keyword Tool2.Search Console or Webmaster Tools3.Google Suggestions4.Google Trends
Keyword Research Tools
We use the first option to find new keywords
Keyphrase Research Tools
Insert key-phrase suggestions
Insert a landing page
Insert location, language & negative keywords
Keyphrase Research Tools
Keyword tools gives you a number of suggestions
based on your seed keywords. You are able to
download all the keywords and volumes
Search Console/Webmaster Tools
In the search analytics section of Google Search Console you can see which keywords users are
clicking on for your website and which keywords you are
appearing for.
Setting UP Webmaster Tools
http://www.wordtracker.com/academy/learn-seo/analytics/set-up-google-webmaster-tools
Set Up Google AccountSet Up Google webmaster account: http://www.google.com/webmasters/tools
Verify your account: HTML Tag or Google Analytics
Add a sitemap: XML Site Map Preferred
Google Suggestions/ Related Searches
Google SERPs provide suggestions based on other searches that
might help you. We can use these to get keyword ideas when
conduction research
Google Trends
Google Trends show the popularity of a certain keyphrase over time. You can compare it to others to see if they are likely to
increase or decrease.
Google Trends
We can use trends to find seasonality or events that spike
interest
Google Trends
We can get search results from custom
dates
Keyword Research
Keyword Research
Good Key-phrase
Selection
Relevancy
Search volume
CompetitionUser Intent
Type of Content
High
Low
High volume,low conversion
Low volume,high conversion
Cost
, com
petiti
on
Keyword popularity,search volume
General phrases:“cycling”, “bikes”
Even more descriptive phrases:“how to repair a flat tire”
2-4 word phrases:“road bike reviews”, “bike to work”
The Long Tail of Search Marketing
Relevancy
Are these key-phrases relevant to your product and website.
Relevancy
Sekari has a page that is highly relevant to key-phrases
suggested. We can leave these key-phrases in our list
Search Volume
We can see how many users search for each key-phrase on a monthly basis. The higher the
volume the higher the potential for traffic
Search Volume
Higher rankings = higher traffic
Competition
Competition is a PPC metric that can inform our decisions
on the difficulty to rank
Suggested bid is also an indication of competition. Higher the suggested bid =
higher competition
User Intent
User intent:• Navigational• Informational• Commercial Investigation• Transactional
Key-phrase Map
URL Primary Keyphrase Secondary Keyphrases
http://www.regus.ae/international-business/new-market-presence/virtual-offices.aspx virtual office dubai virtual office in dubai, dubai virtual officehttp://www.regus.ae/office-space/united-arab-emirates/abu-dhabi office space in abu dhabi office space abu dhabihttp://www.regus.ae/office-space/united-arab-emirates/dubai office space dubai office space for rent dubai, serviced offices dubaihttp://www.regus.ae/products/meeting-facilities/meeting-rooms.aspx meeting rooms in dubai meeting rooms hire dubaihttp://www.regus.ae/products/offices/ office space for rent dubai office space for rent in dubai, serviced offices in dubaihttp://www.regus.ae/products/offices/business-centres.aspx business centre dubai business centre in dubai, business centres dubaihttp://www.regus.ae/products/offices/home-working.aspx working from home dubai home business in dubai, working from home in uaehttp://www.regus.ae/products/offices/office-space-to-rent.aspx office space for rent in dubai office space for rent in abu dhabi, serviced offices dubaihttp://www.regus.ae/starting-a-business/ how to start a business in dubai business setup in dubai, starting a business in dubai
Keyword Research Round-Up
Research Factor Summary
RelevancyKeyphrases must be relevant to your product or service
Search VolumeVolume can result in more traffic but not all high volume keyphrases are worth targeting
CompetitionCompetition can give you an idea of the difficulty to rank.
User IntentKeyphrases should be split into user intent categories.
Content & Search ResultsSearch results vary and it is not always worth ranking highly
On-page Optimisation
On-page Optimisation
On-page optimisation refers to all measures that can be taken directly within the website in order to improve its position in the search rankings.
These include the following common elements:• Title tags• Meta descriptions• H1 tags• Alt Tags• Copy optimisation• Internal linking• Schema Markup• Website architecture
What is this page about?
On-Page Content ElementsTitle Tag
Header Tag
Body Copy
Key-phrases & Synonyms
Title Tags
• The most important element on the page.
<head><title>SEO Services Dubai | Sekari</title></head>
Can be found in the html head of the page
Appears in SERPs as the blue text
Appears in TAB of your browser
Guidelines for Title Tags
Keep them under 60
characters
Use the Primary
Keyphrase
Use the Brand Name
for awareness
Make sure the title is unique to the page
Make sure the title is relevant to the content
41 characters
Use a separator to
separate keyphrases
& brand
Meta-Description
<head><meta name="description" content="Sekari provides SEO services in Dubai and is a leading Search Optimised Content Marketing agency"></head>
Can be found in the html head of the page
Appears in SERPs below the Green URL
Guidelines for Meta-Description
Keep them under 155 characters
Use the Primary
Keyphrase
Use the Brand Name
for awareness
Make sure the
description is unique to
the page
Entice the user to click through to the page
122 characters
Feature any specials or
offers to get a better CTR
Titles & Meta Descriptions
Can negatively affect click-throughs
Exceeding the character limit
means the results are truncated
Copy Optimisation
Over-optimised copy
Header Tags
<h1>On-Page Factors</h1> Can be found in the HTML code of the page
H1 tag is the main heading of a page
Guidelines for Header Tags
h1 should feature the
primary keyphrase
Helps separate key parts of the
page and give
structure
Think of it as the title of a chapter in a
book
Sub-heading to feature secondary keyphrase
h1
h2
h3
How Onpage has changed? Google now understands relationships between key-
phrases and this has changed the
way we have optimized pages.
How Onpage has changed?
Google has a vast number of
commonly used synonyms which allows us to write
more naturally
Internal Linking
Google follows internal links to
find all your content
Internal Linking
Use keyphrases as anchor text to give search engines an idea of what the
destination page is about
<a href=http://www.regus.ae/meeting-rooms title=“meeting rooms">meeting rooms</a>
On-Page Summary
Research Factor Summary
TitlesNeed to be unique and contain primary keyword. Less than 60 Characters
Meta DescriptionsNeed to entice a click through to the page. Less than 155 characters
HeadersGive a heading to the document like a book chapter.
Image Alt TagsDescribe what is in the image and use key-phrases
Body copyWell written, use key-phrases and common synonyms
Internal LinkingUse key-phrase for the anchor text. Helps with crawability of the website
Schema Mark-up Website Architecture
Schema Mark-Up
A specific vocabulary of tags (or microdata) that you can add to your HTML to improve the way your page is represented in SERPs.
Ratings Price Specifications
Leads to improved click through rate by
making the result attractive
Schema Mark-Up
Ratings
Price
Specifications
Markup for the review rating.
Information needs to be on the page for it to be marked up.
Data Highlighter in Search Console
Click start highlighting and follow
the prompts
Search Console has a tool to
highlight your data saving you
from using schema
Data Highlighter in Search Console
Highlight the information on the page and select what the
information is
Website Architecture
Google looks for a logical organized
structure to easily identify
content
Technology
Technology refers to the underpinnings of the website
Technology
Duplicate ContentSearch engines do not like duplicate content.
1. Considered a spamming technique and can get you panelised.
2. Search engine does not know which page to include or exclude and will not list all of the pages.
3. Search engines don’t know which page to add the link metrics and may dilute link metrics or not apply them at all.
4. Don’t know which version to rank and will look for the original version
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HTML & XML Site MapsSitemap is the gateway to your website for search engines.
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Canonicalization
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www. Vs Non www.
http://www.sekari.comhttp://sekari.comhttp://sekari.com/index
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Be aware of robots.txt
Intro to TechnologyHermes Retreat doesn’t rank 1st
for its own brand name
due to technical issues.
Even a warning in the SERPs about their
robots.txt file
No Index, no follow
Intro to Technology
The meta robots noindex tag has been
left on after the website has gone live
meaning they have not been crawled and indexed by search
engines.
Local Strategy
3 Main factors affecting local results
Relevance is how well a local listing matches what someone is searching for. Adding complete and detailed information about your brand in a specific country can help us better understand your business and match you to relevant search results.
1. Relevance
Just like it sounds -- how far is each potential search result from the location term used in a search? If you don't specify a location in your search, we'll calculate distance based on what we know about your location.
2. Distance
This describes how well-known or prominent a business can be. This is based on information we have about the company from across the web (like links, articles, and directories). Some businesses are more prominent in the offline world, and we try to reflect this online as well.
3. Prominence
Stand Out, Be Found
Starbucks.meregus.ae trying to rank in Saudi
Domain & URL Signals
Strongest signal for
local search
Geo targeted by default
Domain & URL Signals
Pros Cons
Href Lang:You don’t want the wrong page outranking your relent local page
McDonalds Global
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McDonalds Arabia
Content specific per country
Starbucks.me
mena.starbucks.com/en
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Regus.ae?Now Saudi Sub-Domain ranks and points to
Saudi website
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Micro Moments & Mobile Content
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Moments: Right Content at the Right Time
Crafting Mobile Content
Body text becomes
more important
Shorter text becomes
important for quick
answers and results
ReputationOutreach
(LinkBuilding) and Social
Intro to Reputation (Link Building)
Reputation
In a February, 2014 Google Webmaster video Matt Cutts stated that,
“…backlinks, even though there’s some noise and certainly a lot of spam, for the most part are still a really, really big win in terms of quality for search results.”
Meaning that link building is still a crucial step to be made by any company seeking to be seen in the SERP’s
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Some good websites to keep learning about SEO
www.searchengineland.comwww.Moz.com
www.Searchenginewatch.comhttp
://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf
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THANK YOU
93% Of Online ExperiencesBegin with a Search
Enginehttps://www.slideshare.net/secret/spdmv5eSUSd3da
Thank you!
T: +971 4 4342816 • F: +971 4 4342801 • E: [email protected]
SEKARI JLT, Unit 2804, Mazaya Business Avenue BB1, Jumeirah Lakes Tower, PO Box: 634312 Dubai, UAEwww.sekari.com • twitter.com/sekarisearch • linkedin.com/company/sekari
• Managing Director of Sekari & Zeentree.com
• 20 years in digital marketing• 15 years in the Middle East• 2000, Sold Media2b for Venture Capital
to BA Media Group Plc• KLM Royal Dutch Airlines, Jumeirah,
Emirates Hotels and Resorts
Lee Mancini
[email protected]://ae.linkedin.com/in/leemancini
