Optimize website for SEO success
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This document provides an overview of search engine optimization (SEO). It discusses how Google and other search engines work by crawling websites, extracting data, and ranking pages based on various on-page and off-page factors. It emphasizes the importance of keyword research to identify relevant keywords and ensure content is optimized for those keywords. Both on-page factors like titles, headers, links and off-page factors like backlinks are covered. The document also provides examples of analyzing keyword search volumes and the competition.
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Optimize website for SEO success
- 1. SEARCH ENGINE OPTIMISATION! Eurofins - Len Dierickx - 2010
- 2. Agenda! Introduction: what is this all about? How Google and other Search Engines work Keyword research On/Off page factors An example
- 3. Introduction! Optimise for organic growth! Search Engines eat organic content!
- 4. Introduction! Itʼs magic! How Google Search Engines work!
- 5. Introduction! Which keyword to use?! Keyword research!
- 6. Introduction! SEO is about content! On/Off page factors!
- 7. How Google Search Engines work !
- 8. How Google Search Engines work: Step 1 – Graph - Discovery! Google datacenters! Spider/Robot! Website discovery! 1 Search result! Eurofins websites!
- 9. How Google Search Engines work: Step 1 - Discovery! • Discovery of a website! – Spiders act like real visitors! – Spiders follow links to Eurofins website:! • Facebook pages! • Linked in groups ! Spider/Robot! – URL sign-up: tell search engines that your site exists! Website discovery! – Google Analytics! – Sitemaps! 1 Eurofins websites!
- 10. How Google Search Engines work: Step 2 – Graph – Data extraction! 2 Google datacenters! Spider/Robot! Website discovery! 1 Search result! Eurofins websites!
- 11. How Google Search Engines work: Step 2 – Data extraction! • Extraction of data from a webpage! • Spiders read/download the webpage 2 and use parts of the text.! – Title! Spider/Robot! – Description! – Content! Website discovery! – Image names! – Links! 1 Eurofins websites!
- 12. How Google Search Engines work: Step 3 - Graph! 2 3 Google datacenters! Spider/Robot! Website discovery! 1 Search result! Eurofins websites!
- 13. How Google Search Engines work: Step 3! 2 3 Google datacenters! Spider/Robot! • Calculation and distribution! – Based on a patented ranking algorithm, Google calculates the importance of a webpage for keywords.!
- 14. How Google Search Engines work: Step 4 - Graph! 2 3 Google datacenters! Spider/Robot! 4 Website discovery! 1 Search result! Eurofins websites!
- 15. How Google Search Engines work: Step 4! • Search engine results! • Google updates local indexes continuously: page rank changes all the time! • Result pages come from a local Google server! – Visitor coming from Google use local Google websites: google.de, google.it, google.nl ,...! – Visitors change the languages of the result pages! • Page rank can be tracked and monitored through a service provided by Google.!
- 16. Google's mission: to organize the world's information and make it “universally accessible and useful”.! We are constantly working to provide you with more relevant results so that you find what you're looking for faster. http://www.google.com/intl/en/corporate/
- 18. Keyword research! • Research before you write • Create relevant content for Googleʼs customers
- 19. Keyword research! • Which subject is important?! – Whatʼs hot, whatʼs the focus of the business • Which words are visitors using?! – Kit numbers / Names / Compounds / … • Do you provide the right content?! – Are you speaking the same language: testing VS analyses!
- 20. Keyword research! • Find keywords ! – that already work for your pages with Google Analytics! • Can you do any better with those keywords?! – used with the internal search engine logged in Google Analytics! • What are customers looking for and do they find it?! – with keyword suggestion tool from Google! • Target keywords to your location and language! • Match with keywords found in Google Analytics!
- 21. Keyword research: Google search results! Website! Number of keywords used! Eurofins.fr! 1800! Eurofins.dk! 1200!
- 22. Keyword research: Google search results!
- 23. Keyword research: Google search results Can we improve? ! • The keyword “listeria” generated 52 hits coming from 2 computers located in Viborg, Denmark, using Google with a browser called Internet Explorer. Visits lasted less then a seconds. – Most probably an existing customer? • Highest scoring keyword, but doesnʼt generate traffic: Eurofins Denmark website only appears on Google SERP 7 !
- 24. Keyword research: Google search results Can we improve?! • Filter your keywords!
- 25. Keyword research: Google search results Can we improve?! • Keywords containing “Listeria”: 73 visits!
- 26. Keyword research: Google search results Can we improve? ! • Second best keyword containing “listeria”! listeria monocytogenes! • Worldwide monthly search volume!! 33.600! • Local search volume in Denmark! ! 110! • Eurofins captured search volume! ! 7!
- 27. Keyword research: local market share for “listeria monocytogene”!
- 28. Keyword research: Internal search results! Website! Keywords from internal search! Eurofins.com! 800! Eurofins.dk! 1200!
- 29. Keyword research: Internal search results! Pais Prices Jobs
- 30. Keyword research: Internal search results! • Visitors from Denmark are interested in prices for Food/ Feed services and Environmental services.! • Rewrite above pages and refer to pricing policy!
- 31. Keyword research: Internal search results! • Why donʼt you give Carlsberg breweries a call?!
- 32. Keyword research: keyword suggesstion tools! • Why use keyword suggestion tools?! – To find new keyword pairs.! • Analyses of “xyz”! – To find relevant keywords! • Optimising for the word “crtaszedg” is easy No competition, no results either !
- 33. Keyword research: keyword suggesstion tools! • Google Insights for search! – Determine overall market interest ! – Geographic spread of the searches! – Possible new keywords! • Google Adwords Keywords Suggestion! – Local and international volume! – Find real keyword suggestions, used by real people!
- 34. Keyword research: keyword suggestion tools Google Insight for search!
- 35. Keyword research: keyword suggestion tools Google Adwords Keywords Suggestion!
- 36. Keyword research: the competition! • Is your competitor on Google and on which position are they?! – Count Google results: food analysis laboratory – 7.730.000 results – Count back links: http://www.google.com/search? sourceid=chrome&ie=UTF-8&q=link:http:// www.eurofins.com – Count keywords: http://www.seochat.com/seo-tools/keyword-density/ – Compare with Open Site Explorer http://www.opensiteexplorer.org/ !
- 37. Keyword research: the competition!
- 38. On and Off page factors!
- 39. On Page factors: URL – WebAddres!! http://www.eurofins.fr/! 1. analyses/! 2. produits-alimentaires/! 3. ogm-et-genotypage/! 4. genotypage/! 5. genotypage-ovin/! 6. tremblante-du-mouton.aspx!
- 40. On Page factors: URL – Webaddress! ! • “having keywords from the post title in the url also can help search engines judge the quality of a page.” Matt Cutts! • Donʼt over do it (see previous slide)! • Less than 100 characters!
- 41. On Page factors: Title! • Keywords should be put into the title: no exceptions • Donʼt try to be witty or use metaphors: Google doesnʼt have a sense of humor!
- 42. On Page factors: Description! • Keywords should be put into the description: no exceptions • Donʼt stuff the description with keywords. Write a clear and concise page description.!
- 43. On Page factors: Headers! • Keywords should be put into the headers: no exceptions • Document structure corresponds to the importance of the content: important content comes first, details later!
- 44. On Page factors: Content! • Keywords should take between 3% and 6% of the content space.! • Focus on the keywords and reuse them wherever you can.! • Write 50% less then you would for a printed flyer!
- 45. On Page factors: Content! • Focus. Write your page for 1 subject, using 1 or 2 keyword pairs.! • Do you really need this page? Maybe the pages that already generate traffic need your attention. !
- 46. On Page factors: Emphasize keywords! • Keywords should be marked as bold! • Use sparingly!
- 47. On Page factors: Keyword order! • Keyword pairs should be written in the same order! • Does your URL contain the keywords in the same order?!
- 48. On Page factors: Images! • Use keywords for image names instead of DC12345.jpg! • Does your ALT or TITLE text match the keyword?! • Remove redundant meta data from the file name:! – Bad: version1-mypresentation-2008-bldi-approvedby-fhepdf.ppt! – Good: foodanalyses.ppt!
- 49. On Page factors: Links! • Use keywords in the linktext, never use “click here”, “download this”, “do that”. ! • Download the food analyses presentation! Grrr, where is the link? Only use underline for links, never for text.!
- 50. On Page factors: Links! • Only link to high quality sites! • Make sure to verify your links (ask for the broken link report) !
- 51. Off Page factors: Linkbuilding! • Link popularity is still a major factor in getting high Google rankings.! • Use the Eurofins websites (over 200 real website) to build link networks! • Ask publishers, press and external webmasters (foodnavigator.com) to link deep, not to the homepage!
- 52. Off Page factors: Linkbuilding! • Donʼt break incoming links by un-publishing pages or verify backlinks before you do link:www.eurofins.com/en.aspx! • Build links slowly: donʼt spam and create your network in 1 day!
- 53. Off Page factors: Competition! • Build more and better links than your competitor! • Add more keyword rich content to your page, rewrite the page to show higher keyword density than your competitor! • Compare with Open Site Explorer to know how many more links you have to build, density calculators to know how many keywords are sufficient. http://www.opensiteexplorer.org/ !
- 54. An example!
- 55. Thank you for your attention.! Email: webmaster@eurofins.com Mobile: +352 62 12 298 97
- 56. Images reused under CC License! AlphaT angoBravo / Adam Baker – Slide 3 – Landscape with tree" http://www.flickr.com/photos/atbaker/156461852/sizes/l/ Stefan Baudy – Slide 5 – Question mark http://www.flickr.com/photos/-bast-/349497988/sizes/l/in/photostream/ Adulau – Slide 6 – Notebook and pen http://www.flickr.com/photos/adulau/149754989/sizes/l/in/photostream/ Stevendepolo – Slide 7 - Ace of Spades Card Deck Trick Magic http://www.flickr.com/photos/stevendepolo/4028160820/sizes/z/in/photostream/ Kaibara87 – Slide 26 – Bacteria http://www.flickr.com/photos/kaibara/2234750993/sizes/o/in/photostream/
Hinweis der Redaktion
- The main subject of the presentation is about organic search engine optimisation not search engine marketing.We will look at ways to get page 1 rankings by rewriting the content and by building links without the need of paid advertisingAlphaTangoBravo / Adam Baker – Slide 3 – Landscape with treehttp://www.flickr.com/photos/atbaker/156461852/sizes/l/
- No its not magic, it’s just knowing how search engines work and how to use that to your advantage.Black hat and white hat wizards: we will be focusing on white hat, long term practices.Black hat tricks are short-lived, and Google is always 1 step behind although not for a long time. Algorithm changes are introduced continuously.Stevendepolo – Slide 7 - Ace of Spades Card Deck Trick Magic http://www.flickr.com/photos/stevendepolo/4028160820/sizes/z/in/photostream/
- If Google wants to provide the best results for a given keyword, what is that keyword?What and how many keywords are people using when searching Google?Is the keyword we thought of any good?Are we already getting traffic from Google?Stefan Baudy – Slide 5 – Question mark http://www.flickr.com/photos/-bast-/349497988/sizes/l/in/photostream/
- Google is looking for content that has been written by real people, well written (did you spellcheck?), clear and consice.Google doesn’t care about which server your websites runs, Google doesn’t care about the code used to represent the websiteGoogle cares about content, text. Google is blind and doesn’t care about fancy graphics, colors, or pictures (well, pictures can be art of the SEO strategy …)Google cares about how popular your page is,whether people like your page and link to it, just because it is well written and interesting content.Adulau – Slide 6 – Notebook and penhttp://www.flickr.com/photos/adulau/149754989/sizes/l/in/photostream/
- http://en.wikipedia.org/wiki/PageRank6,018,733 Methods for iteratively and interactively performing collection selection in full text searches (Infoseek Corporation)6,453,315 Meaning-based information organization and retrieval (Oingo, Inc.)6,526,440 Ranking search results by reranking the results based on local inter-connectivity (Google, Inc.)6,529,903 Methods and apparatus for using a modified index to provide search results in response to an ambiguous search query (Google, Inc.)6,678,681 Information extraction from a database (Google, Inc., with a later partial assignment to The Board of Trustees of the Leland Stanford Junior University)6,725,259 Ranking search results by reranking the results based on local inter-connectivity (Google, Inc.)6,728,705 System and method for selecting content for displaying over the internet based upon some user input (Disney Enterprises, Inc.)6,754,873 Techniques for finding related hyperlinked documents using link-based analysis (Google, Inc.)6,839,702 Systems and methods for highlighting search results (Google, Inc.)6,865,575 Methods and apparatus for using a modified index to provide search results in response to an ambiguous search query (Google, Inc.)6,941,293 Methods and apparatus for determining equivalent descriptions for an information need (Google, Inc.)7,028,029 Adaptive computation of ranking (The Board of Trustees of the Leland Stanford Junior University)7,096,214 System and method for supporting editorial opinion in the ranking of search results (Google, Inc.)7,136,854 Methods and apparatus for providing search results in response to an ambiguous search query (Google, Inc.)7,146,358 Systems and methods for using anchor text as parallel corpora for cross-language information retrieval (Google, Inc.)7,194,684 Method of spell-checking search queries (Google, Inc.)7,213,198 Link based clustering of hyperlinked documents (Google, Inc.)7,222,299 Detecting quoted text (Google, Inc.)7,231,393 Method and apparatus for learning a probabilistic generative model for text (Google, Inc.)7,249,121 Identification of semantic units from within a search query (Google, Inc.)7,231,399 Ranking documents based on large data sets (Google, Inc.)7,254,580 System and method for selectively searching partitions of a database (Google, Inc.)7,254,689 Decompression of block-sorted data (Google, Inc.)7,260,573 Personalizing anchor text scores in a search engine (Google, Inc.)7,272,601 Systems and methods for associating a keyword with a user interface area (Google, Inc.)7,281,008 7,281,008 Systems and methods for constructing a query result set (Google, Inc.)7,296,016 Systems and methods for performing point-of-view searching (Google, Inc.)7,302,645 Methods and systems for identifying manipulated articles (Google, Inc.)7,305,380 Systems and methods for performing in-context searching (Google, Inc.)7,305,610 Distributed crawling of hyperlinked documents (Google, Inc)7,308,643 Anchor tag indexing in a web crawler system (Google, Inc.)7,310,633 Methods and systems for generating textual information (Google, Inc.)7,333,976 Methods and systems for processing contact information (Google, Inc.)7,346,839 Information retrieval based on historical data (Google, Inc.)7,350,187 System and methods for automatically creating lists (Google, Inc.)7,363,291 Methods and apparatus for increasing efficiency of electronic document delivery to users (Google, Inc.)7,383,258 Method and apparatus for characterizing documents based on clusters of related words (Google, Inc.)7,386,438 Identifying language attributes through probabilistic analysis (Google, Inc.)7,386,543 System and method for supporting editorial opinion in the ranking of search results (Google, Inc.)7,392,244 Methods and apparatus for determining equivalent descriptions for an information need (Google, Inc.)7,401,072 Named URL entry (Google, Inc.)7,409,383 Locating meaningful stopwords or stop-phrases in keyword-based retrieval systems (Google, Inc.)7,412,708 Methods and systems for capturing information (Google, Inc.)7,421,651 Document segmentation based on visual gaps (Google, Inc.)7,424,478 System and method for selecting content for displaying over the internet based upon some user input (Google, Inc.)7,437,351 Method for searching media (Google, Inc.)7,437,353 Systems and methods for unification of search results (Google, Inc.)7,440,968 Query boosting based on classification (Google, Inc.)7,447,678 Interface for a universal search engine (Google, Inc.) – Analysis – Google Universal Search Patent Granted, November 4, 2008.7,451,120 Detecting novel document content, (Google, Inc.) – Analysis – Google Using Novel Content as a Ranking Signal?, November 11, 20087,451,129 System and method for providing preferred language ordering of search results (Google, Inc.), November 11, 20087,451,130 System and method for providing preferred country biasing of search results (Google, Inc.) – Analysis – Changing Google Rankings in Different Countries for Different Searchers, November 11, 20087,451,398 Providing capitalization correction for unstructured excerpts (Google, Inc.), November 11, 20087,454,398 Support for object search (Google, Inc.), November 18, 20087,454,417 Methods and systems for improving a search ranking using population information (Google, Inc.) – Analysis – How Google Might Personalize Search Results Outside of Personalized Search, November 18, 20087,464,090 Object categorization for information extraction (Google Inc.)7,467,131 Method and system for query data caching and optimization in a search engine system (Google Inc.)7,475,063 Augmenting queries with synonyms selected using language statistics (Google, Inc.)7,475,071 Performing a parallel nearest-neighbor matching operation using a parallel hybrid spill tree (Google, Inc.)7,478,033 Systems and methods for translating Chinese pinyin to Chinese characters (Google, Inc.)7,483,881 Determining unambiguous geographic references (Google, Inc.)7,487,145 Method and system for autocompletion using ranked results (Google, Inc.)7,499,940 Method and system for URL autocompletion using ranked results (Google, Inc.)
- Writing a product page or new item without knowing which keywords you need to target might result in high rankings, but rarely result in the rankings for the keywords you want. Know your keywords before you start writing, this simplifies and shortens the process.If you think of SEO as an additional task after everything has been put online, you have lost half the battle.Know what your customers are searching for, don’t guess. Your guess is probably wrong.Use the available tools from Google to find out if customers actually use the keywords you are thinking of.
- Start with the main subject the business wants to promote and create a list of keywords that you are interested in.What is hot at the moment?Which part of your business needs a boost?Every division and every country will have different keyword priorities.This list will be used to refine the strategy, to guide the search for keywords. Look at Google Analytics to find out what people are actually searching for.Traffic from Google is between 25% and 60% looking at the Eurofins national websites and provides a good base to find out what words people are using. Is your content focused on what customers want?Do customers use the word “analyses” or do they prefer to talk about “tests”Writing content with words nobody ever uses will not provide any results.Unless you are waiting for that one large corporation that will Google that specific word, and click our link, and actually becomes a customer because of that one webpage that has been optimised for that specific keyword.Please, do let me know when that happens.
- Google Analytics collects all the keywords that generated traffic to our websites.Not only from the Google search engine, but also from Bing, Yahoo, Baidu, etc …Most if not all keywords have been generated by accident: who has purposely optimised a page for a specific keyword and had real results?More then 1000 keywords by accident isn’t bad, but maybe we should try to model this stream to our advantage.
- An example: last month - Danish website.52 hits generated by Google. Bounces: 100% ???1 page visited only (Eurofins Online page with links to external services)Average time on site 0seconds???Login to Google Analytics Go to Traffic source > Search Engines > GoogleFilter the list with psecific keywords you are looking for.
- http://www.google.com/insights/search/#q=listeria&geo=DK&cmpt=q
- http://www.google.com/insights/search/#q=listeria&geo=DK&cmpt=q
- http://www.google.com/insights/search/#q=listeria&geo=DK&cmpt=q
- http://www.google.com/insights/search/#q=listeria&geo=DK&cmpt=q
- Google analytics allows you to filter down to see from which page a person search for that particular word.List all landing pages per keyword to get an idea on which pages are confusing for customers, or which pages miss crucial information.
- Google analytics also allows you to see the internet provider of the visitor.Large companies renamed the firewall for easy identification.On a day of a press release you will see Reuters, Bloomberg accessing the press release.Google Analytics path:Visitors Network propertiesService providers
- http://www.google.com/insights/search/#https://adwords.google.com/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS#search.none
- Google Insight for search allows you to filter down to Countries, and cities, limit the language used by the customer (for example only danish words), see which keywords are used and growing at the moment.
- AlphaTangoBravo / Adam Baker
- http://video.google.com/videoplay?docid=-6860320126300142609#
- http://video.google.com/videoplay?docid=-6860320126300142609#
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- http://video.google.com/videoplay?docid=-6860320126300142609#
- http://video.google.com/videoplay?docid=-6860320126300142609#
- http://video.google.com/videoplay?docid=-6860320126300142609#
- http://video.google.com/videoplay?docid=-6860320126300142609#
- http://video.google.com/videoplay?docid=-6860320126300142609#
- http://video.google.com/videoplay?docid=-6860320126300142609#
- http://video.google.com/videoplay?docid=-6860320126300142609#
- http://video.google.com/videoplay?docid=-6860320126300142609#
- http://video.google.com/videoplay?docid=-6860320126300142609#
- The main subject of the presentation is about organic search engine optimisation not search engine marketing.We will look at ways to get page 1 rankings by rewriting the content and by building links without the need of paid advertisingAlphaTangoBravo / Adam Baker – Slide 3 – Landscape with treehttp://www.flickr.com/photos/atbaker/156461852/sizes/l/
- Jordproiver looks promising, but we will look into that further