SEO&WebAnalytics Lecture1 KwunYeung&WilliamWong ©Copyright2013-2014,CreativeworksGroupLimited. ListofSearchEngines •Google•Yahoo•Bing•Baidu•Others ©Copyright2013-2014,CreativeworksGroupLimited. SearchEngineMarketShare comScore’sworldwidesearchfigurestillDecember2012 ©Copyright2013-2014,CreativeworksGroupLimited. WhySEO?
•2.7billionusersintheworld•OnlineshoppinginFourAsianTigers increasebymidtohighrangedouble-digitpercentages •Over5billionsearchesonGoogleperday•GoogleSearchSyndrome ©Copyright2013-2014,CreativeworksGroupLimited. WhatSEObringsyou?
Increasesales&revenue ••Buildbrandawareness ©Copyright2013-2014,CreativeworksGroupLimited. WhatisSearchEngine AwebsearchengineisasoftwaresystemthatisdesignedtosearchforinformationontheWorldWideWeb. ©Copyright2013-2014,CreativeworksGroupLimited. Wikipedia WhatisSearchEngine SearchEngineisadeafandweaksightoldman ©Copyright2013-2014,CreativeworksGroupLimited. KwunYeung CharacteristicsofSearchEngine •SearchEngineCANNOT•readimage•listentomusic•playwithFlashgame/banner ©Copyright2013-2014,CreativeworksGroupLimited. SearchEngineCanReadTextOnly!
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©Copyright2013-2014,CreativeworksGroupLimited. Whatyoucanseeon SearchEngine •Numberofsearchresult•OrganicSearchResult•PaidSearchResult•Images•Videos•News•Locations(Map)•Wikipedia ©Copyright2013-2014,CreativeworksGroupLimited. No.ofsearchresultPaidSearchResultsOrganicSearchResults News ©Copyright2013-2014,CreativeworksGroupLimited. LocationsWikipedia SomeTermsYou Know •ConversionRate•OrganicSearchResult•SERP-SearchEngineResultPage•PaidSearch,PayperClick•Keywords,SearchTerms•Adwords•PageRank•Crawler,Spider,Robot•Index Must ©Copyright2013-2014,CreativeworksGroupLimited. HowSearchEnginegetallthisresult?
•Crawler/Spider/Robot•Indexing•Rate ©Copyright2013-2014,CreativeworksGroupLimited. HowSearchEngineRatethecontent?
•Relevancy•Howthecontentofthepageisrelatedto theSearchTerm •Importance•Qualityofthepage.Doesotherwebsites withsimilarSearchTermlinktothispage?
(Qualityofinboundlinks,akabacklinks) ©Copyright2013-2014,CreativeworksGroupLimited. ObjectiveofSEO •ImproveOrganicSearchResult•ImproveRelevancy•ImproveImportance ©Copyright2013-2014,CreativeworksGroupLimited. Optimizeforeachpage,notasite!
©Copyright2013-2014,CreativeworksGroupLimited. WhiteHat/BlackHat ©Copyright2013-2014,CreativeworksGroupLimited. WhiteHatSEO •produceresultsthatlastalongtime•conformstothesearchengines'guidelines andinvolvesnodeception •ensuringthatthecontentasearchengineindexesandsubsequentlyranksisthesamecontentauserwillsee •easilyessibletothespiders ©Copyright2013-2014,CreativeworksGroupLimited. BlackHatSEO •improverankingsinwaysthataredisapprovedofbythesearchengines,orinvolvedeception •sitesmayeventuallybebannedeithertemporarilyorpermanentlyoncethesearchenginesdiscoverwhattheyaredoing ©Copyright2013-2014,CreativeworksGroupLimited. Weshouldapply
WhiteHatSEO!
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creatingcontentforhuman ©Copyright2013-2014,CreativeworksGroupLimited. Relevancy •WhatKeyworddoesthepagecontain?
•Wheredokeywordsappearinthepage?
•Howtodescribethecontentofthepage?
©Copyright2013-2014,CreativeworksGroupLimited. Keywordsinpagetitle KeywordsinURL KeywordsinH1 ©Copyright2013-2014,CreativeworksGroupLimited. Keywordsincontent LocationofKeywords Orderbyimportance •DomainName•Subdomain•PageNameURL•TitleTag•h1Heading•InternalLinkAnchorText•1stparagraphinHTMLonpage•h2,h3,....HeadingTags •ImageAltText•RepeatinHTMLText•BoldorTags•ListItem

•Italic:orTags•MetaDescription•MetaKeyword ©Copyright2013-2014,CreativeworksGroupLimited. Choosingtherightkeywords •PrimaryKeywords-Keywordsandphrasesthathavestrongconnectiontoyourproduct/service •SecondaryKeywords-Keywordsandphrasesthatsupportorrelatetoprimarykeywords •Don’tbetoogeneral ©Copyright2013-2014,CreativeworksGroupLimited. LongTailTheory PrimaryKeywords ©Copyright2013-2014,CreativeworksGroupLimited. SecondaryKeywords Examples •PrimaryKeyword•᯷ •SecondaryKeywords•݈‫߁‬ಐ᧋᯷•େᛰ‫ߴ‬踭᯷•݈‫߁‬᯷䐭•ൽ᯷‫ޢ‬ཧอཆ ©Copyright2013-2014,CreativeworksGroupLimited. Exercise ©Copyright2013-2014,CreativeworksGroupLimited. SEOinwebsitedesign ©Copyright2013-2014,CreativeworksGroupLimited. DomainName •Containkeyword•Betterhavethekeywordatthebeginning•Easytoremember•Easytospell•Avoidusinghyphen(considerwhenyousee adomainname) ©Copyright2013-2014,CreativeworksGroupLimited. TitleTag ©Copyright2013-2014,CreativeworksGroupLimited. ©Copyright2013-2014,CreativeworksGroupLimited. ©Copyright2013-2014,CreativeworksGroupLimited. WritingTitles •uratelydescribethepage'scontent•Createuniquetitletagsforeachpage•Usebrief,butdescriptivetitles ©Copyright2013-2014,CreativeworksGroupLimited. Examples •ᓣܴိ౸ABC໢᜾•আඇ㟬‫ر‬๬ᩋਓՈፙ౸ʮᓣܴʯʮޫྟʯ ʮ໢᜾ʯ •‫ߋ‬ਖ਼‫ٞݐ‬•‫ٿ‬һ㠡ɺӡಈ঎඼ɺ㠡ยަ׵-ABCখ ฯ ©Copyright2013-2014,CreativeworksGroupLimited. Tips •Titleshouldnotthetoolong(Googlenotdisplayingtitleafter70characters) •Putkeywordorphraseatthebeginningofthetitle(putyoursitenameattheend) •Usephraseoverkeyword•Usemodifiers(best,cheap,most,etc.)•Usenumbers ©Copyright2013-2014,CreativeworksGroupLimited. Exercise ©Copyright2013-2014,CreativeworksGroupLimited. MetaDescription ©Copyright2013-2014,CreativeworksGroupLimited. MetaDescription •Notimportanttosearchranking•Gainclick-throughrateonSERP•Advertisecontenttosearchers•Employthekeywordsintelligently•Uniquetoeachpage•Optimallybebetween150-160characters ©Copyright2013-2014,CreativeworksGroupLimited. CanIOmitMetaDescription?
•SearchEnginesextractrelevanttextautomatically •Considerapplyingsocialmetatags(FacebookOpenGraphtags) ©Copyright2013-2014,CreativeworksGroupLimited. OpenGraphMetaTags ©Copyright2013-2014,CreativeworksGroupLimited. SEO-FriendlyURLs •UsewordsinURLs•Createasimpledirectorystructure•ProvideoneversionofaURLtoreacha document •Usehyphenstoseparatewords,don’tuseunderscore,space •Avoidtouseparameters.Ifyoudo,limitto2orless ©Copyright2013-2014,CreativeworksGroupLimited. SEO-FriendlyURLs SEO-FriendlyURL OldDynamicURL ©Copyright2013-2014,CreativeworksGroupLimited. ©Copyright2013-2014,CreativeworksGroupLimited. EvenWorseCase •Amazon-/Canon-20-2-Digital-Camera-3-0-Inch/dp/B009B0MZ8U/ ©Copyright2013-2014,CreativeworksGroupLimited. EaseofNavigation •Createanaturallyflowinghierarchy•Usemostlytextfornavigation•Use"breadcrumb"navigation•Home>Kitchen>WhiteCoffeeMug•PutanHTMLsitemappageonyoursite, anduseanXMLSitemapfile ©Copyright2013-2014,CreativeworksGroupLimited. HeadingTags ©Copyright2013-2014,CreativeworksGroupLimited. HeadingTags •Useononly1

tagonapage•SearchEnginemaycheckif

contain thesamekeywordfromtitle •Uniqueheadingforeachpage ©Copyright2013-2014,CreativeworksGroupLimited. QualityContent ©Copyright2013-2014,CreativeworksGroupLimited. QualityContent •Keywordmustappearinthefirstparagraph•Keyworddensityinthepageissuggestedto bebetween1-3percent •Userelevanttonesandlanguage•Createcontentforyourreaders•Createpillarposts ©Copyright2013-2014,CreativeworksGroupLimited. ImagesAltText ©Copyright2013-2014,CreativeworksGroupLimited. ImageAltText •Remembertheweaksightoldman?
•Alttextwillbedisplayedifimageisnot loaded •SearchEnginesseeAlttextasdescriptionoftheimage •Nametheimagefileswithsuitablefilenameswithdescriptivekeywords ©Copyright2013-2014,CreativeworksGroupLimited. ©Copyright2013-2014,CreativeworksGroupLimited. AnchorTextInHyperlinks ©Copyright2013-2014,CreativeworksGroupLimited. AnchorTextInHyperlink •Avoid•Pleaseclickhere.•੥҈Ṝཫ•OurService•᮫ԙ ©Copyright2013-2014,CreativeworksGroupLimited. BrandsDigitalMarketingBudget •ContentMarketing•SocialMedia•SEO•SEM•OnlineAdvertising•ForumSeeding ©Copyright2013-2014,CreativeworksGroupLimited.