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Incitez SEO Guidev3

A guide made for marketers and business executives

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This guide covers basics of SEO only and does not include detailed technical knowledge.

June 2011

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Incitez SEOA social approach

boosting your performance in search engines and social media

English + Chinese

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Incitezis a start-up in Singapore providing

digital consultancy & campaign management to SMEs and

enterprises.

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Your growth is vital to our growth, which

is our top priority.

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You are not aloneI am here with youThough we're far

apartYou're always in

my heart

We have worked with clients from Asia, Europe and US.

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Incitez SEO Guide

SEO Introduction

SEO Outsourcing SEO Basics

what is SEO, benefits, costs...

Selection, guarantee and measurement

Simple things you can do

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1. SEO Introduction

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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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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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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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Search Engine Results Page (SERP)

Sponsored links, or PPC(quick but costly)

Natural search listing(“free” traffic but takes

time)

Continuous cost tosearch engine (and PPC

vendor if there’s one)

Cost to SEO specialistincitez

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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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User JourneyUser opens

preferred search engine site

Enters search queries and

perform search

Clicks on a link on SERP

Enters a landing page

Performs a desired action

(e.g. purchase)

Simply browses web pages

Left the site immediately

This is your top priority not simply rankings.

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2. SEO Outsourcing

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Carefully review what SEO agencies propose and asked for a sample of

each item.

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Distinguish organic search results from paid ones (sponsored links)

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Big Agency

If you are not careful, you pay a lot more

and may not receive better results in

return

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1st Page Guarantee

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.

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Allege a “Special Relationship” with Search engines

Be Aware!

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Be careful if your SEO Vendor is secretive...

be sure you know exactly how they intend to "help"

you.

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3. SEO BasicsThese are easy recommendations you can immediately apply.

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Check how many pages have been indexed

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If the no. of indexed pages are much lower than the pages you have, that

is a problem.

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Use tools like Lynx or seo-browser.com to see what your site

looks like to search engines.

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The Cache date is the last time that Google Crawled and took a copy.

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.”

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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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Make sure your robots.txt file does not block unexpected content from

search engines.

Free tool: http://www.frobee.com/robots-txt-check/

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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

Text

http://goo.gl/9vzuo

Enter words or phrases that describe your product or service, select appropriate language and country.

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Remeber: the more competitive and higher search volume a keyword is, the more difficult it is to optimize.

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Do NOT Stuff Keywords

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Create Unique Page Titles with <Title>...</Title>

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Create compelling description with keywords included with “description” meta tag.

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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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Make Your Site Easy to Navigate

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Create Quality Content

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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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Link to relevant content internally with appropriate anchor text

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Register your websites at search engines’ official webmaster tools

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Link back to relevant pages in your online press release content

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Request for links back to your website from your partners’ website

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For more tips and insights on digital marketing, you can subscribe here:

http://www.incitez.com/whitepaper

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Contact us for a free site auditPlease include invitation code:

SEOWPJUN

Rocky Fu, Director of Digital Strategies, Incitez

Twitter: @rockyfuBlog: http://www.rockyfu.com/blogEmail: 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)