Greek SEO training for Project Hermes

Lenia Evangelinou
Onsite SEO Training Course for
Project Hermes
by Lenia Evangelinou
Founder of Web Marketing Greece
Website: http://webmarketing-greece.com
Blog: http://webmarketing-greece.com/blog/
LinkedIn profile
Tweet me @ Lenia_Ev
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Agenda
 Introduction
 How to optimize a website
Definitions
The basics of onpage optimization
Other things you need to know
 The Vital Metrics of your website for SEO purposes
 Tools
Monitoring traffic and rankings
Other Tools you need
 Resources
2Lenia Evangelinou

What is Seo
 SEO (Search Engine Optimization): “It is the process of
affecting the visibility – ranking of a website or a web page in
a search engine’s search results”
 Goal : “making your website easy for both users and Search
Engine Robots to understand”
 Most common Search Engines :
Google
Yahoo
Bing
3Lenia Evangelinou

What is Seo
4
Organic Search
Engine’s
Results
Google
Adwords
Lenia Evangelinou

Ορισμοι – στοιχεία (http://www.mvfglobal.com/greece )Key numbers for Greece
 SE Market Share (
www.mvfglobal.com/greece)
 Google 97.58%
 Bing 1.5%
 Yahoo 0.66%
 Ask Jeeves 0.19%,
 AVG Search 0.05%
 Social Media in Greece
 Facebook Users: 3,294,180
 Facebook Penetration: 30.64%
 Average CPC on Facebook:
$0.31
 Worldwide share of Twitter
Users: 0%
 10 Most Popular Sites in
Greece
1. Facebook.com
2. Google.gr
3. Google.com
4. Youtube.com
5. Blogspot.com
6. Yahoo.com
7. Live.com
8. Wikipedia.org
9. Sport-fm.gr
10. Twitter.com
5Lenia Evangelinou

Why SEO is important
 Internet users click more on the Organic search engine results than the
Ads (85% of all end users clicks, as opposed to only 15% for sponsored
ads)
 Make your website work for your business (ROI)
 The majority of Internet visitors are visiting the results of the 1rst page
1rst position: 42% of visitors
2nd
position: 12%
3rd
position: 8%
4rth position: 6%
 The higher the ranking of a website in the Search Engine’s results the
more visitors it will receive.
 Free traffic : You reduce the cost of advertising programs such as Google
Adwords (long term investement)
 Many visitors => New leads, new customers and markets
 More targeted and qualified visitors for your business
6Lenia Evangelinou

How Search Engines work and rank the
websites (http://www.trafficgenerationcafe.com/how-google-works-relevance/)
 Search Engine (SE) functionnality
1. Crawling the Web: The SE uses some programs known as
spiders/crawlers/googlebots to discover new web pages in the Internet
2. Creating an Index: The SE creates an Index. The process lists every page that contains
a certain word
3. Ranking the documents based on relevancy according to a specific keyword research
 Ranking
1. The SE analyses the content of the indexed web pages
2. Web pages are ranked based on their content and other factors
• relevancy with a specific research and
• Authority (reputable pages)
 About the ranking criteria of SE
1. Google uses programs and formulas to deliver the best results possible
2. For instance, google uses more than 200 factors to define the ranking of a specific
web page
3. The SE algorithms and ranking factors are updated permanently
7Lenia Evangelinou

Focus on « How Google works »
http://www.google.com/insidesearch/howsearchworks/thestory/
1. Googlebot is crawling the web and discover new web pages
2. Googlebot is indexing the web pages (The Index)
 30 trillion individual indexed pages and it is constrantly growing
1. Google algorithms are looking for clues to better understand
what you mean every time you research something
2. Google finds the most relevant documents from The Index
and ranks the results based on the
 The relevancy  On page optimization determines the relevancy
 The authority  The reputation of the website / web pages
determines the authority
8Lenia Evangelinou

An example…
1. “ballroom dancing“
2. Google is crawling the web
3. Google is creating an index
4. This process lists every web page that contains a certain word
5. For instance, the word “ballroom” might appear in web pages 5, 11, 54,
71, and 97, and the word “dancing” might appear in web pages 11, 23,
54, 68, and 71
6. Google is finding all the web pages that are containing your query: In the
example of documents containing words “ballroom” and “dancing”
above, you’ll see that BOTH words appear only in web pages 11, 54, and
71
7. Google is ranking the web pages based on the
1. Many factors
2. Relevancy
3. Authority
9Lenia Evangelinou

Agenda
 Introduction
Definitions
 Tools
 Resources
10Lenia Evangelinou

Ορισμοι – στοιχεία (http://www.mvfglobal.com/greece )Types of SEO
 On page Optimization
Refers to how well your
website’s content is
presented to SE : text,
photos, videos, navigation,
structure
Determines relevance
It can often be improved
immediately
 Offsite Optimization
Refers to your site’s
authority  What other
websites say about your
site
It can take time to
improve
11Lenia Evangelinou

Important factors for On page SEO: Title Tag (1/5)
 Title Tag : <title></title>
 An HTML tag
 One of the most important on page factors
 It is the title of a page that is presented in the search results
 It is the title displayed at the top of your browser window when viewing a
web page
12Lenia Evangelinou

Important factors for On page SEO: Meta Tags(2/5)
 Meta description tag
 An HTML tag
 It does not directly influence search engine rankings
 It attracts a searcher’s attention and indicates if a search result is relevant
to what the searcher is looking for
 It is a summary of the content of a particular web page
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Meta keyword tag
 An HTML tag
 It had value at one time, but is no longer valuable or important to search
engine optimization
 Despite that, you can always fill this tag
Lenia Evangelinou

Important factors for On page SEO: Headings (3/5)
 Headings : <h1>, <h2>, <h3>
 HTML Tags
 The headings displayed in the content of a web page to better structure the text
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H1
H2
H3Lenia Evangelinou

Important factors for On page SEO: Images alt tag (4/5)
 Image alt attribute
It is an HTML tag
SE do not read images
Alt attribute helps SE replace the image with some associated
text
<img src="moon.gif" alt="Picture of the Moon"
title="Picture of the Moon" />
15Lenia Evangelinou

Important factors for On page SEO: URL structure (5/5)
 URL is the web address of a particular web page
 URL structure is one of the more difficult aspects of on-page website
optimization
 It has great value from a search perspective
 URLs are displayed in the search results
 URLs appear in the web browser address bar
16Lenia Evangelinou

Agenda
 Introduction
Definitions
 Tools
 Resources
17Lenia Evangelinou

On Page Optimization
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Creates a Keyword
strategy
Apply your keywords
on pages
Other actions to do for
optimization
1 2 3
Research and
analyze the best
keywords that
works for your
business
Optimize your
website with
your keywords
What else you
need to optimize
on the pages of
your website
Lenia Evangelinou

Definition of a keyword or Keyword phrase
« A keyword is a word or phrase that a person uses to gather
information on a topic online by doing a research with the use
of a Search Engine»
 A keyword can be just one word or a whole phrase
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Lenia Evangelinou

The importance of a keyword strategy
 You need to find the best keywords which are relevant to
your business and people use them to find you online
 If your website is optimized for those keywords you will get
more targeted visitors to you website
 The more targeted the visitors you get in you website the
easier it is that these visitors will become your customers
« You need to be sure that you get the right
visitors to your website »
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Lenia Evangelinou

How to do a keyword research (1/3)
 Google keyword Analysis Tool:
https://adwords.google.com/o/KeywordTool
 Relevance : Your keywords need to be relevant to your business
(products or services) and your website content.
 Find all the keywords related to your website
 Traffic: Internet users must actually search these specific keywords.
 Which keywords people is searching for ?
 Avoid searching keywords that do not bring traffic
 Competition : You need to check out how many other websites (amount)
use your specific keywords and what is the authority of these websites
(strength).
Don’t target keywords that you cannot competing
Search your keyword phrase on Google with quotes and without quotes /
hidemyass.com to search anonymously
 Commerciality : The keywords need to have an interest for sales and
marketing
 Find which keywords value more (cost per click)
 If the CPC is high but the nb of montly researches low => NOK
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How to apply keywords on page
 Title Tags
 Meta Description Tag
 Headings
 Image Alt Tags
 Website’s URLs
 Website’s content
 Meta Keywords Tag
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Lenia Evangelinou
How to
apply keywords on
page
 Create unique, accurate and brief
page titles
 Include keywords
 A phrase with less than 60
characters long
 Make it different for each web page
of your web site
 Place keywords as close to the
beginning of the title as possible
 Make it readable for the visitors
 Make it related to the content of the
web page
Title Tag
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Lenia Evangelinou
How to
apply keywords on
page
 One or two phrases that summarizes
the content of the web page
 Include keywords
 No more that 160 characters long
 Make it different (unique) for each
web page of your web site
 Make it related to the content of the
web page
 Avoid stuffing the description with
keywords
Meta Description
Tag
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Lenia Evangelinou
How to
apply keywords on
page
 Use heading tags to style your web
page content and emphasize
important text
 Use H1 once
 Include keywords to your headings
whenever possible
 H1 is more important than H3, H4,
H5
 Avoid excessively using heading tags
Headings
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Lenia Evangelinou
Image Alt Tags
 Optimize both the filenames
and the Alt Tags of your
images
 Use brief but descriptive
filenames and Alt Tags for you
images
 Include keywords whenever
possible
 Avoid writing excessively long
filenames and Alt Tags
 Avoid stuffing the Alt Tags
with keywords
 Don’t use images excessively
Website’s URLs
 Create friendly URLs
 Include relevant words which
provide information about the
web page
 Include keywords and seperate
them with dashes
 Create static URLs, not dynamic :
http://www.somesites.com/forums/thread.php?
threadid=12345&sort=date
 Avoid using excessive keywords
 Avoid using lengthy URLs
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Lenia Evangelinou
Website’s content
 Include keywords in your
website content
 Use blod/italic to undeline
your most important keyword
phrases
 Avoid the excessive use of
keywords in your content
Meta keywords Tag
 Seperate keywords with comma
 Use up to 10 – 12 keywords par
web page
 Avoid using the same keywords
in all the web
 Avoid keywords which are not
relevant with the web page
content
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What else you need to do
 Write better anchor text and create internal links (pointing to
other pages on your site) using the anchor texts
 Anchor text is a word or phrase with a hypertext on it (clickable)
 The better your anchor text is, the easier it is for users to navigate and for
Google to understand what the page you're linking to is about
 Create XML sitemap and submit it to Google Webmaster Tool
 XML sitemap is an XML file which contains all the URLs of a website and
facilitates the SE crawling and indexing
 WordPress: XML site map with the use of a plugin
 HTML Pages: Ask you web developper!
 Create HTML map for your visitors
 HTML sitemap is a table of contents of all the web pages of a website (ex.
http://webmarketing-greece.com/blog/arxeio-arthro/)
Create a friendly 404 Page with redirection on your main
domain
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Lenia Evangelinou

Agenda
 Introduction
Definitions
 Tools
 Resources
31Lenia Evangelinou

Google updates and how they can affect you
 Panda update released in
February 2011
 More than 17 changes
 It focuses on quality of
content : the uniqueness of
content
1. 60% of your content must
me unique
 No duplicate content!
1. Accesibility of content
 Have more of your
content (no ads) be above
in the web page
 Penguin update released in
April 2012
Massive optimization
update
It focuses on
1. keyword stuffing and
2. link spamming
 Putting keywords
repeatidly into achor texts
your website will get
penalized for that
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« Google updates its algorithms consistently»
Lenia Evangelinou

The importance of updating your content (1/2)
 « Build it and Forget it » does not work anymore
 You should consistently update your website content
1. SE visits your website (crawls and indexes) every time you publish
new content
 Fresh content  Value  Better ranking
2. You give reasons to your visitors to come back
Updating content  Progress  New prospects  New
customers
3. Analyze your data, make changes, and track the affect the change had
on performance
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The new web is all about content, fresh content !
Content is King!
Lenia Evangelinou

The importance of updating your content (2/2)
A blog is a type of website that is usually arranged in chronological order
from the most recent ‘post’ (or entry) at the top of the main page to the
older entries towards the bottom
 Integrate a business blog to your website
 A very good marketing investement
 The best way to create and publish new content to your
website
 Very good for SEO purposes
 Perfect way to show your expertise, attract new prospects
and increase your customers
 Most common blog platforms
Wordpress
Blogger
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Build a business blog!
Lenia Evangelinou

Optimize using different platforms
 HTML sites
Manually update your html files
Download the html files of the web pages
After keyword research, apply keywords on pages
 Content Management System sites (WordPress, Joomla,…)
Upload and install the necessary plugin (All in One SEO
plugin, Yoast SEO plugin)
After keyword research, apply keywords on pages using the
plugins
35Lenia Evangelinou

Agenda
 Introduction
Definitions
 Tools
 Resources
36Lenia Evangelinou

Which are the Vital Metrics of your website
 Bounce Rate: the percentage of visitors who enter the site
and "bounce" (leave the site) rather than continue viewing
other pages within the same site
Less that 60%
 Time on site: the amount of time (in minutes or seconds)
visitors have spent on your website
2 minutes or more
 Pages per visit: a metric that displays the average number of
pages viewed per visit to your site
At least 2 pages a day
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Google Analytics Tool gives specific information
about the above metrics on your website
Lenia Evangelinou

Tactics to improve the Vital Metrics of your
website (1/2)
1. Increase the amount of internal linking (ex.:
http://thehorseridingsite.com/)
2. Increase the font size to size 14
3. Add at least 10 Facebook Likes to every page to provides “social proof”:
Slick Social Share Buttons plugin
4. Add an author name and photo to your website to increase trust
5. Add a section showing “Top Rated Articles” : WP Category Post Widget
plugin
6. Add recent comments, reviews or testimonials to show popularity
7. Add a contact phone number (for e-commerce sites)
8. Add a contact email address to all pages
9. Push content up the page & Ads further down the web page to grab
visitors attention
10. Make your content appear to be recently updated: Extra Shortcodes
plugin
11. Make your website better looking (professional and attractive)
38Lenia Evangelinou

Tactics to improve the Vital Metrics of your
website (2/2)
1. Strategically place images on the fold of a page (the bottom of the page
in a default browser), to make people scroll down to see what they are
missing
2. Use a gravatar image for comment replies to increase trust
3. Use Mid-Article Menus such as “Recent Visitors Also Visit These Pages”
to make visitors stay longer in your site
4. Personalize messages for return visitors: What Would Seth Godin Do
plugin
5. Write captivating page titles to grab visitors attention and incease page
views
6. Use good thumbnail images to increase the number of pages your
visitors visit
7. Use trust certificates and SSL certificates to increase trust (especially for
e-commerce sites)
8. Use pagination (breaking one page of content, into multiple pages) to
increase the number of pages that visitors visit, and also reduce bounce
rate: WP Paginate plugin
39Lenia Evangelinou

Agenda
 Introduction
Definitions
 Tools
 Resources
40Lenia Evangelinou

What you should monitor and why
 Keywords traffic
 Keywords ranking
 Number of visitors
 Time they stay on your site
 What they mostly read
 Which pages they mostly visit
 …
« It is crucial to monitor in order to know if your SEO efforts
work or not and adjust your strategy accordingly! »
41Lenia Evangelinou

Lenia Evangelinou
Monitoring traffic and rankings
Google Analytics
 It is a free service that provides
statistic data about the traffic of
a website
 Real time activity: Measure activity
as it happens
 Demografic data about the visitors
 Detailed info about the traffic
sources (organic, ads, referral, direct,
search…)
 Data related to SEO factors
(keywords, landing pages, …)
 Visualization of the path the visitors
take through your site
 Customized reporting
 It is absolutely necessary to have
a GA account!
Traffic Travis
 It is a Free SEO management tool
 Perform a full SEO health check
 Uncover technical mistakes
 Monitor your competitors
 Check out your keyword rankings
 You can test it, it is FREE!
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Google Analytics Overview
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Agenda
 Introduction
Definitions
 The Vital Metrics of you website for SEO purposes
 Tools
 Resources
46Lenia Evangelinou

Lenia Evangelinou
Other tools you need
Google Webmaster Tool
 It is a free service that helps
webmasters monitor important
SEO factors of their website
 XML sitemap submission
 Monitor crawling and indexing of
your web pages
 Discover broken links
 Discover Keywords bringing traffic to
your website
 Discover duplicate content and other
errors within your website
FTP Access - Filezilla
 It is a Free tool you can install in your
PC and helps you connect to the
hosting server of your web site
 Download the main html files and
optimize the necessary SEO factors
(Titles, Meta description, Headings,
Alt Tags etc)
 If you don’t have a technical
background, your website
developper can do that for you!
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Google Webmaster Tool Overview
48Lenia Evangelinou

Filezilla Overview
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Files in the hosting serverLocal files
Lenia Evangelinou

Agenda
 Introduction
Definitions
 The Vital Metrics of you website for SEO purposes
 Tools
 Resources
50Lenia Evangelinou

More Tools and resources
 Must read news about search marketing and search engines :
http://searchengineland.com/
 SEO Moz - Search Engine Marketing tactics and strategies :
http://www.seomoz.org/
 SEOBOOK - SEO Training made easy : http://www.seobook.com/
 A guide to search engine marketing and search engine optimization :
http://searchenginewatch.com/
 Hubspot blog: http://blog.hubspot.com/
 Service for detecting plagiarism and duplicate content on the web:
http://www.copyscape.com/
 Backlink checker and site explorer - Majestic SEO : http://www.majesticseo.com/
 Site Explorer and backlink checker: www.ahrefs.com
 Backlink checker: www.backlinkwatch.com
 Find out bad links to our site and then we can work on deleting all the bad links:
http://www.linkdetox.com
51Lenia Evangelinou

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