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SEO – Search Engine Optimization

Getting the basics right

Keywords

Traffic or rankings

Linkbuilding

Tools of the trade


Jens Peter Nielsen

First SEO job in 1998

Marketing background – code? Couldn't write a line of it for my life

Founded Netclue Online Marketing in early 2012

Assists all kinds of website owners with SEO and PPC

The ”bragging” list:



SEO

Definition:



All SEO is keyword driven

But…..

If you forget about the basics, all your SEO-efforts will fail!



Getting the basics right:

Choosing the right platformDomain – are you global or local?URLs – Help GoogleNavigation – Most wanted action + structureThe title-tagThe Meta Description tagHeadingsKeywordsTraffic vs. rankingsLinkbuilding



Choosing the right webplatform – test for “SEO-friendlyness”



Domain – are you global or local?

What kind of domain?

gTLD (generic Top Level Domain - .com, .net, .org, .edu, .gov)

ccTLD (country code Top Level Domain - .dk)



Domain – are you global or local?

Guess what? Google is going local



URLs – Help Google

Looking for “adidas” – pop quiz: which of the following is better?

http://www.zappos.com/adidas

or

http://www.soccer.com/Navigation.process?Ne=646&N=4294959043



Navigation – Most wanted action + structure



Keep navigation and menus simple – it works! (no. 1 and 2 in Google.com

when searching for “shoes”)



Navigation – Most wanted action + structure

Keep it simple – it works!



<title>The title-tag</title> Google gives you 65 characters of free advertising space – do you make the

most of it?



The title-tag – spam doesn’t work

<title>

</title>



The title-tag – keep it simple – avoid “stop words” if the competition is

tough!



The Meta Description tag – how about 150 characters more from

Google? It’s free!



<H1>Headings</H1>



Keywords



Keywords

Misconceptions about keywords:

“We know what our clients search for”

“Our new product xclabytl is a good keyword – it’s patented and trademark

protected”

“If we are not ranked no. 1 in Google on this keyword, it’s not worth the trouble”



Keywords

Myths about keyword-implementation:

“Keyword density is all that matters”

“Using keywords in domains will be penalized by Google”

“The meta-keyword tag is a good place for your most important keywords”



KeywordsIt pays off to watch out for the trends



33%

27%

15%

14%6%

3% 2%

Words in search engines 2 words 33%3 words 27%1 words 15%4 words 14%5 words 6%6 words 3%7 words 1%

OneStat Oct. 2012

Keywords - usage gets more and more precise – more than 70 % of Google’s users, use 2 or more keywords

when searching



Research – generic keyword use60-80 %

Selection – use of brand or name of product in

search10-15 %

Conversion – exact desire in keyword use

6-8%

Keywords – users want to feel they are in control



Keywords – Knowing user-intentions is better than

guessing….

KeywordPurpose of search

(Source: Microsoft Ad Intelligence)

Google SEO Research

SEO services Selection

SEO company Colorado Purchase



Short tail: many searches – high competition – low conversion

Medium-tail: Medium no. of searches – medium to low competition – medium to high conversion

Long-tail: Low volume pr. unique phrase – low competition – high conversion

Volume

Keywords – know where to ”attack”



Traffic or rankings


SEO-Search Engine Optimization

Linkbuilding – always make content people wants to link to!

Fixing dead links – internal as well as

externalPress-sites

Free apps linking back to

your site(Link-bait)

Social bookmarkingDigg.comFlickr.com

Social Networks

http://politicsoffthegrid.files.wordpress.com/2007/08/youtube_logo.jpg

http://blogsearch.google.com/blogsearch?hl=en


SEO – Search Engine OptimizationA few free tools and inspirational sites for you

http://www.fasttrackseo.nethttp://www.webposition.comhttp://www.keywordspy.com http://siteexplorer.search.yahoo.comhttp://www.google.com/trendshttp://www.google.com/insights/search/# http://trends.google.com/websites?q=wikipedia.orghttps://adwords.google.com/select/KeywordToolExternalhttp://www.iwebtool.com/tools/ http://www.seo-browser.comhttp://www.google.com/analytics http://www.seomoz.orghttp://www.google.com/alerts?hl=en https://www.google.com/webmasters/tools/home?hl=en http://www.mattcutts.com/blog/type/googleseo/

……that should keep you busy for a while

http://www.fasttrackseo.net/

http://www.webposition.com/

http://www.keywordspy.com/

http://siteexplorer.search.yahoo.com/

http://www.google.com/trends

http://www.google.com/insights/search/

http://trends.google.com/websites?q=wikipedia.org

https://adwords.google.com/select/KeywordToolExternal

http://www.iwebtool.com/tools/

http://www.seo-browser.com/

http://www.google.com/analytics

http://www.seomoz.org/

http://www.google.com/alerts?hl=en

https://www.google.com/webmasters/tools/home?hl=en

http://www.mattcutts.com/blog/type/googleseo/



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www.fasttrackseo.net

http://www.linkedin.com/in/seoexpertdk

Questions? Feel free to mail or tweet



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