Teddie Cowell, Search Director at Guava presents how to ensure your CMS is effectively optimised for search engines. Percussion is a leading Content Management Solution.
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SEO for CMS Percussion with Guava
1. search engine optimisation
An introduction to
Search Engine Optimisation
. . . and 5 things you can do.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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2. search engine optimisation
Who are Guava ?
Over ten years market leading
search engine marketing
experience
Global capacity
218 staff (65 in UK)
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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3. Accreditations
search engine optimisation
Guava are a Google Adwords Qualified Company
Guava are Google Enterprise Partners
Guava are Google Analytics Partners
Guava are Omniture Partners
Guava are members of:
– Internet Advertising Bureau (IAB) (Search Council)
– SEMPO (UK working group)
– e-consultancy
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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4. search engine optimisation
- What are search engines, why are they
important?
- What search engines do people use?
- How do people use search engines?
- What is search engine optimisation?
- What is pay-per-click advertising?
- 5 things you can do…
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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5. search engine optimisation
What are search engines, why
are they important?
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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6. search engine optimisation
The School of Information Management and Systems
at the University of California-Berkeley calculates
…Five exabytes of new information - roughly five billion
gigabytes - was created in 2002 alone. Five exabytes
is like half a million libraries as big as the Library of
Congress print collections.
Almost 800 MB of recorded information is produced per
person, per year: if stored on paper, that would take up
about ten metres (30 feet) of books.
http://www.sims.berkeley.edu/research/projects/how-much-info-2003
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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7. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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8. search engine optimisation
Yahoo! = 20 billion items in 2005
over 19.2 billion web documents
1.6 billion images
over 50 million audio and video files
Source: 2005 http://www.ysearchblog.com/archives/000172.html
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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9. search engine optimisation
Google = 50,000,000,000 items?
and growing
and we all expect instantaneous
results ☺
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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10. search engine optimisation
New website visitors which come from a search engine.
(Forrester)
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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11. search engine optimisation
What search engines do
people use?
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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12. They did use all of these:
search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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13. But now they mostly use:
search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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14. search engine optimisation
Hitwise.co.uk
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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15. search engine optimisation
“People always make the
assumption that we're done with
search. That's very far from the
case. We're probably only 5 per
cent of the way there. We want to
create the ultimate search engine
that can understand anything ...
some people could call that
artificial intelligence.”
Larry Page, Google
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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16. Cue scary music & dim lights
search engine optimisation
Google's mission is to organize
the world's information and
make it universally accessible
and useful.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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17. search engine optimisation
How do people use
search engines?
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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18. Search experiences
search engine optimisation
Research/Info (Google, Yahoo, MSN Live)
Commercial (Ebay, Amazon, Rightmove)
News (Google News, Technorati, Digg)
Entertainment (YouTube, IMDB, Pirate Bay)
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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19. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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20. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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21. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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22. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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23. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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24. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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25. search engine optimisation
What is
search engine optimisation?
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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26. search engine optimisation
“Search engine optimization (SEO) is a set of
methodologies aimed at improving the visibility of
a website in search engine listings.”
en.wikipedia.org/wiki/SEO
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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27. search engine optimisation
Search engine optimisation is not
considered bad by Google…
…but some search engine
optimisation techniques are.
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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28. search engine optimisation
What is
pay-per-click advertising?
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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29. search engine optimisation
Pay per click (PPC) is an advertising
model…where advertisers only pay when a
user actually clicks on an advert to visit the
advertiser's website.
http://en.wikipedia.org/wiki/Pay_per_click
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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30. search engine optimisation
Pay per click advertising is how Google
makes its money
It pays for the services provided by Google
for free that we may sometimes take for
granted
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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31. search engine optimisation
Pay Per Click Adverts
Organic
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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32. search engine do?
What can you optimisation
1) Understand that search engine
optimisation (SEO) is not a magic wand
that can be easily waved after the
website is launched. Consider SEO as a
core part of your development process.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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33. search engine optimisation
Most common mistakes
URL’s
• Unavailability/broken links
• Complexity
• Inconsistency
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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34. Unavailability optimisation
search engine
Can my pages get into a search engine?
Getting into search engines ‘indexed’
• Form based navigation
• Frames
• Flash
• JavaScript
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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35. searchbased navigation
Form engine optimisation
<form action="browse.php" method="get">
<input name="interest" type="text">
<select name="topic">
<option>option 1</option>
<option>option 2</option>
<option>option 3</option>
</select>
</form>
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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37. search engine optimisation
yourwebsite.com?var1=value1& var2=value2& var3=value3&
var4=value4&var5=value5
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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38. Inconsistency
search engine optimisation
www.domain.com/path1
www.domain.com/path2
301 redirects, canonical tag
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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39. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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40. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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41. search engine do?
What can you optimisation
2) Make use of freely available tools to
help you understand how search
engines view your website
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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42. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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43. search engine optimisation
www.google.com/webmasters
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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44. search engine do?
What can you optimisation
3) Describe your content clearly, and at
the same time align it with what
internet users are searching for.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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45. search engine optimisation
http://trends.google.com/trends
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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46. search engine optimisation
Can my pages perform better in a search engine?
• Title
• Description
• Content
• Images
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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47. Title
search engine optimisation
<title> is the key display element of your
'listing‘ in news and web results.
It is credited with a high-ranking
importance; yet also it needs to be
descriptive and eye catching to ensure
the potential visitor clicks on your listing
within the search engines.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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48. Title
search engine optimisation
<title>Lipsum Lorem Ipsum</title>
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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49. Title
search engine optimisation
Google shows maximum 72 characters including
spaces
Titles should be descriptive and unique
Currently, the Google News crawler only visits
each article URL once. If you make updates to
the article after Google has crawled it, it won't
be reflected on Google news
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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50. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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51. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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52. Description
search engine optimisation
Depending on what someone had actually searched for,
Google may use the description or select text from within
the webpage itself to display in the snippet text.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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53. Headings
search engine optimisation
Headings – H1/H2
The main heading for each page should
aim to include the target keyphrase(s),
be clear and concise, and above all,
useful to your readers.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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54. Images
search engine optimisation
Images
An image is worth a thousand words
but not in Google
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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55. Images
search engine optimisation
Some websites get a lot of traffic from Google
Image Search.
The alt tag can be applied to an image - its main
purpose is for user accessibility.
Inserting appropriate target phrases in alt tags
and image file names also improves the overall
keyword density and helps search engines
understand what the image is about.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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56. search engine do?
What can you optimisation
4) Encourage users to link to your content,
and implement features that help gain
links.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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57. search engine optimisation
Measurement of links as a vote
revolutionised search engine technology
(PageRank)
Influences good rankings on most search
engines
<a href="/page.htm">I love you</a>
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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58. searchfrom Internal and External Pages
Links engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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59. search engine do?
What can you optimisation
Use social media to increase brand
awareness, gain traffic and support
your SEO.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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60. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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61. search engine optimisation
Online retailers received more traffic from Social
networks than webmail services in December
2008.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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62. search engine optimisation
• Social Networking
• Social Bookmarking
• RSS
• Micro Blogging
• Forums
• Usenet (1979)
• Internet Relay Chat (IRC) (1988)
• Bulletin Boards (1970s)
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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63. Social Networking
search engine optimisation
These sites are not so helpful for SEO and
are more used for their immense traffic
potential
They are good for branding,
communication, making connections and
increasing a website's internet
“footprint”
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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64. Social Bookmarking
search engine optimisation
Social Bookmarking
Saving, sharing and sometimes voting on
things you find interesting.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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65. search engine optimisation
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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66. Social Bookmarking
search engine optimisation
Make sure your content is getting
bookmarked, your competitors is!!!
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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67. search engine do?
What can you optimisation
5) Manage change. Consider processes
and tools to provide an approach for
managing increasingly important
website updates and migrations.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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68. Website updates and migrations
search engine optimisation
• Site migration best practice (domains, hosting etc)
• Auditing indexed and public pages
• Planning redirects and redirection rules
• Testing redirections have been set up correctly
• Error handling
• Preventing / mitigating against near total loss of
organic search traffic
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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69. Summary
search engine optimisation
1. Understand that search engine optimisation (SEO) is
not a magic wand - build it into your processes.
2. Use freely available tools
3. Describe your content clearly - let your content
market itself.
4. Encourage users to link to your content - it's a sign of
relevance.
5. Manage change - consider the impact of website
updates and migrations on where your traffic is
coming from.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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70. search engine optimisation
www.guava.co.uk
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material is confidential
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