How to use SEO to promote your business. SEO positive tips. SEO presentation in ZInch China.

1. Search Engine Marketing
Beginning SEO
Robbin Zhao
robbinzhao@zinch.com
www.zinch.cn
www.zinch.com
Friday, 6 January, 12

2. OUTLINE
 Why & Who & What
 Your Niche
 Onsite SEO
 Offsite SEO
 Understand Search Engine(s)
 Where is my tool
 Zinch.cn
Friday, 6 January, 12

3. Why do we need SEO?
RMB EUR NOK …
In the most cases, SEO is a tool for marketing and sales.
Friday, 6 January, 12

4. Who needs SEO?
Project Owner
Marketing
Project Manager
How Problem:
marketing dept. <> technical dept.
Developer
Implement
Friday, 6 January, 12

5. What is SEO?
Search engine optimization (SEO) is the process of
improving
the visibility of a website or a web page in search engines
via the "natural" or unpaid ("organic" or "algorithmic")
search results.
If you want to buy a Android phone, what did you do?
If you are looking for a team in China to build a website for you,
What will you do?
...
SEO or Campaign/Ad?
Friday, 6 January, 12

6. What if you cannot use search engine?
Friday, 6 January, 12

7. Where is my Niche?
Three steps:
 Keywords
 Onsite SEO
 Offsite SEO
Friday, 6 January, 12

8. Best keywords
1. Higher search volume.
2. Lower competitive.
For example:
Check your keywords with searching result:
In the most cases,
if the top 3 is PageRank 9, we’d better give up.
if the top 3 is PageRank 8, think a bit.
if top 1 is PageRank 8, just do it.
https://adwords.google.com/select/KeywordToolExternal
http://trends.google.com/
http://index.baidu.com
http://www.google.com/insights/search
Friday, 6 January, 12

9. Onsite SEO
 Domain (keywords in domain, canonical domain)
 URL Structure (keywords in urls)
 robots.txt/sitemap.xml
 Internal Links (Anchor, Absolute links ...)
 Page Title
 Page Metadata
 Content (keywords density, duplication...)
 Content (H1, H2 and H3, Image alt text...)
 Update frequency
 Server IP/Location
 Server Performance
...
Friday, 6 January, 12

10. Offsite SEO
 In-Bound Links
Out-Bound Links
- Link Anchor Text
- PR of incoming links
 Social Networking (Facebook, Twiiter..)
 Digg your site (Digg ..)
 Web Directory (DMOZ, Yahoo Directory, Hao123)
 Site Traffic
 ...
Friday, 6 January, 12

11. Choose your hat : Black vs White
Shane wears a white hat and Palance wears a black hat,
but the buried psychology of this movie is a mottled, uneasy, fascinating gray.
Don't be evil
 Bad neighborhood (Link farm)
 Page edit - Too frequent
 Javascritp redirect ( or HTML header)
 Too many flashes/images
 Frame
...
Friday, 6 January, 12

12. Understand Search Engine
Different shares Different markets
PS: Baidu up to 10% almost so far.
20:80 rule: do 20% work to finish your 80% job.
English -> Google.com
Chinese -> Baidu.com
Friday, 6 January, 12

13. Think as Search Engine
Think as visitors as well
When you are fishing, think as
fish.
See Your Site As Google Does
http://www.seo-browser.com
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14. Page Rank & Nofollow
use Nofollow
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15. Tools
Google Webmaster
Google Analysis
Baidu Webmaster
Yahoo Webmaster
Google.com
Baidu.com
 Keywords position
 PR
 Backlink
...
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16. Google Analytics
Visitors Flow
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17. Our Zinch
Keywords
1. Frontpage
2. Scholarship pages
3. Undergradschool pages
4. Landing pages
5. Others
Onsite
Change existing pages
Create new pages
Offsite
Link Link Link ...
Spend your time on relationships
Advertisement
Friday, 6 January, 12

18. Let's do it!
赵高欣 (Robbin Zhao)
robbinzhao@zinch.com
http://www.zinch.cn
http://www.zinch.com
Friday, 6 January, 12