SEO ΜΑΙΟΣ Search Engine Optimization

Transcript

1 SEO ΜΑΙΟΣ 2015 Search Engine Optimization

2 Agenda 1. Λεηηνπξγία κεραλώλ αλαδήηεζεο 2. Βαζηθνί θαλόλεο SEO 3. Χξήζηεο θαη κεραλέο αλαδήηεζεο 4. Σηξαηεγηθή γηα SEO 5. Δξγαιεία θαη πιαηθόξκεο γηα SEO 6. SEO KPI S 7. Team SEO 8. Case studies

3 Σρεηηθά κε Δκέλα Alex Charalampidis Digital Marketing Strategist Integrated Communications Agency

4 Τη είλαη νη κεραλέο αλαδήηεζεο;

5 Μεραλέο Αλαδήηεζεο Λνγηζκηθό πνπ έρεη ζρεδηαζηεί γηα λα αλαδεηά πιεξνθνξίεο ζηνλ παγθόζκην ηζηό. Βαζηθέο ιεηηνπξγίεο: Αλίρλεπζε Δπξεηεξίαζε Καηάηαμε Search Engine Optimization (SEO) Δίλαη έλα ζύλνιν ελεξγεηώλ θαη κεζνδνινγηώλ πνπ πξαγκαηνπνηνύληαη ζην πεξηερόκελν θαη ζηνλ θώδηθα ηνπ website (on-page) αιιά θαη έμσ από απηό (off-page) κε ζθνπό λα επεξεάζνπλ ηα απνηειέζκαηα ησλ θαηαηάμεσλ ζηηο κεραλέο αλαδήηεζεο.

6 Search Engine Marketing SEO PPC SEM

7 Βαζηθνί θαλόλεο Καλείο δελ κπνξεί λα ππνζρεζεί κηα πξωηηά ζε ranking (serp) γηα έλα keyword νύηε θαλ ν Larry Page Οη παξάγνληεο πνπ επεξεάδνπλ ην ranking είλαη αξθεηνί θαη δελ είλαη όινη γλωζηνί πξνο ην θνηλό Τν paid ppc δελ ζπλδέεηαη άκεζα κε ην seo Η επηηπρία κηαο θακπάληαο seo δελ εμαξηώληαη κόλν από ηα rankings ηωλ keywords Τα kpi s απνηεινύληαη θαη από άιινπο παξάγνληεο πνπ ζα βειηηωζνύλ θαηά ηελ δηάξθεηα ηνπ optimization Τν πεξηερόκελν παίδεη πνιύ ζεκαληηθό ξόιν όρη κόλν ζην seo, αιιά ζε θάζε ελέξγεηα ζηα πιαίζηα ελόο digital marketing πιάλνπ

8 Πώο Οξίδεηαη ην SEO; Διαδικαζία θαηά ηελ νπνία ην ζύλνιν ή κέξνο ησλ ζελίδων ελόο ηζηνηόπνπ βειηηζηνπνηείηαη κε ζθνπό λα είλαη ην πεξηερόκελν εύθνια προζπελάζιμο από ηηο κεραλέο αλαδήηεζεο πξνζθέξνληαο ηελ ζσζηή πληροθορία ηελ ζσζηή ζηηγκή ζηνπο θαηάιιεινπο ρξήζηεο

9 SEO History

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12 Τη ζέινπλ νη ρξήζηεο ηηο κεραλέο αλαδήηεζεο;

13 Σσζηέο Απαληήζεηο θαη Σρεηηθέο κε απηό πνπ ςάρλνπλ

14 Πσο ιεηηνπξγνύλ νη κεραλέο αλαδήηεζεο;

15 Με 3 Βαζηθέο Λεηηνπξγίεο Crawl Index Rank

16 SEO Research

17 Σηόρνη ηνπ SEO Να θαιύςνπκε ην θνηλό πνπ εθθξάδεηαη : Non Branded keywords Branded Keywords

18 Keyword Research Βήμα πρώηο: Πιήξεο θαηαλόεζε ηνπ πξντόληνοππεξεζίαο, θιάδνπ, αληαγσληζκνύ Βήμα δεύηερο: Καηαγξαθή βαζηθώλ ελλνηώλ γηα λα δεκηνπξγεζνύλ νη θαηάιιειεο ελόηεηεο ζηνλ ηζηόηνπν κε ζεηξά πξνηεξαηόηεηαο Βήμα ηρίηο: Αλάιπζε ησλ keywords ζε εηδηθά εξγαιεία γηα ηνλ όγθν αλαδεηήζεσλ θαη δεκηνπξγία ηειηθήο ιίζηαο keywords. Βήμα ηέηαρηο: Αληηζηνίρηζε ιέμεσλ ζε βαζηθέο ελόηεηεο

19 On-Page SEO

20 Βειηηζηνπνίεζε Πεξηερνκέλνπ Τίτλοι κειμζνων Βαςικά & Συμπληρωματικά κείμενα Περιγραφζσ εικόνων Keyword Density Domain Keywords Page Title Meta tags HTML Headings (H1-H6) Image Alts Semantics

21 Semantic Seo

22 Semantic Seo

23 Meta Tags

24 Headings

25 Rich Snippets

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27 Technical Requirements Robots.txt file XML Sitemap Rel canonicals Hreflang SEO Friendly URLs Website loading speed Structured data (Rich snippets) 301 Redirects Εςωτερικοί ςφνδεςμοι

28 Off-Page SEO

29 Link Building Γεκηνπξγία backlinks ζε ζειίδεο κε πςειό PageRank Anchor text κε ζρεηηθά keywords Submit Articles Submit ζε Directories Δημιουργία & Διαχείριση Blog Posts ζε Blogs, Forums, Online Communities Link Exchange Social Media Sharing & Bookmarking Guest blogging

30 Internal Linking Γηαρσξηζκόο ησλ ζειίδσλ ζε εκπνξηθέο θαη ελεκεξσηηθέο. Γεκηνπξγία ζπληειεζηώλ βαξύηεηαο γηα θάζε ζειίδα. Αλαπξνζαξκνγή ηνπ menu πινήγεζεο ζύκθσλα κε ηελ βαξύηεηα (3 Level Text Menu). PageRank Sculpting.

31 Βειηηζηνπνίεζε Internal Link & URLs SEO Friendly URL Anchor Texts Internal Linking κε βάζε ηε βαξύηεηα πνπ ζέινπκε λα δώζνπκε Οη εζσηεξηθνί ζύλδεζκνη βνεζνύλ ηεο κεραλέο αλαδήηεζεο λα βξνπλ εύθνια ην πεξηερόκελό καο θαζώο θη απηέο όπσο θαη νη ρξήζηεο πινεγνύληαη ζηα websites κέζσ ησλ links

32 SEO Strategy Stage1 Όια μεθηλάλε κε ηελ αλάιπζε ηνπ project ηνλ θαζνξηζκό ζηόρσλ ην Benchmarking θαη ηελ αλάιπζε αληαγσληζκνύ

33 SEO Strategy Stage2 On Page Optimization Keyword research, βειηηζηνπνίεζε πεξηερνκέλνπ Οξγάλσζε πεξηερνκέλνπ κε πξνηεξαηόηεηεο Βειηηζηνπνίεζε internal linking Βειηηζηνπνίεζε εηθόλσλ (image size, file names)

34 SEO Strategy Stage3 Off Page Optimization Content Syndication strategy Social Media Link Building Monitoring & Analytics

35 SEO Action Plan Actions Week1 Week2 Week3 Week4 Week5 On Page SEO Strategy Setup KW research Content Optimization Check Analytics for KW visits & performance Run Diagnostics for crawling & HTML errors Off Page Articles x Blog Posts (own) x Blog Posts (paid) x x Social Media Posts x x x Monitoring Analytics x x x Check Backlinks x Research New Potential Links x x x x x X

36 Καηεγνξίεο Δξγαιείσλ SEO SEO Diagnostics, SEO Spiders, HTML errors, page analyzers Backlink analyzers Link crawlers Keyword ranking checkers

37 Βαζηθά Δξγαιεία.. (the most well known seo platform) (detailed seo analysis) (backling analyzer & more) (link building management) (link building management) (download) (sitemap generator) (extensions etc) Google Webmaster tools (Greek rankings Platform)

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39 Majestic

40 Πσο ζα πεηύρνπκε ηνπο ζηόρνπο ηνπ SEO; Αλάιπζε ησλ αλαγθώλ ηνπ πειάηε. Αλάιπζε ησλ αληαγσληζηώλ ηνπ. Δμαθξίβσζε ηεο ηξέρνπζαο θαηάζηαζεο ηνπ site (αλ ππάξρεη). Δύξεζε ησλ θαηάιιεισλ keywords keyword Phrases με όγκους αναζητήσεων. Στόχευση σε long tail keywords Δύξεζε ησλ εθηθηώλ commercial keywords.

41 Πσο ζα πεηύρνπκε ηνπο ζηόρνπο ηνπ SEO; Δπηινγή ηνπ αξηζκνύ ησλ ζειίδσλ ηνπ site. Optimization ησλ θεηκέλσλ βάζε ησλ παξαπάλσ keywords. Backlink Building. Internal Linking Strategy (PageRank Sculpting). Monitor Site (Google Analytics), Update, Optimize.

42 Backlinks Δημιουργία backlinks ςε ςελίδεσ με υψηλό PageRank. Anchor text με ςχετικά keywords. Submit Articles. Submit ςε Directories. Posts ςε Blogs, Forums, Online Communities. Link Exchange.

43 Άιιεο ελέξγεηεο Sitemap.xml, robots.txt Monitoring Website Traffic Analysis Webmaster tools (fetch as google, Crawl rate optimization) Analyze Competitors Update Content Maintenance

44 Optimizing Meta Tags

45 Optimizing Meta Tags Meta Title = 65 chars (including spaces) Meta Description =156 chars(including spaces) Meta Keywords = 250 chars Not a ranking factor Heading Tag1 and 2=keyword rich, most important (Do not use the same exact match in page title, meta-description, h1 & h2 tag.) Heading Tag3, 4 etc=less important Confidential & Proprietary

46 Πσο επεξεάδνπλ ηα Meta Tags; Meta Title = 65 chars Ranking & CTR Meta Description =156 chars CTR only Meta Keywords =250 chars Only meta engines Heading Tag1 and 2=keyword rich, most important Ranking Heading Tag3, 4 etc=less important Ranking

47 Boosting Indexation Sitemap.xml Authenticate on Webmaster Tools Social Media Buzz around the URL Direct back links from high authority websites Google + Google business Google Places/local Google AdWords might help

48 Blocking Indexation No Index, No Follow meta tag Robots.txt disallow / Good for development or redesign. Do not forget to delete it before go live

49 SEO Development Best Practices Meta tags is not a place to promote yourself my friend Search engines read mainly text and HTML Full flash/ajax websites are not crawl-able Use the least amount of code possible Flash elements are ok to use but not for mobile

50 SEO Development Best Practices Everything after # or? is not readable by search engines, not considered as part of the URL. Do not use underscores ( _ ) as a part of the URL. Use dashes ( - ) Spider View will help you see if the content is readable Page loading time affects rankings User experience affects rankings Mobile friendliness is a ranking factor for mobile searches

51 Quality Guidelines/ Follow the Rules Avoid the following techniques: Automatically generated content Participating in link schemes Cloaking Sneaky redirects Hidden text or links Doorway pages Duplicated content Copy content from other websites

52 Quality Guidelines/ Follow the Rules Participating in affiliate programs without adding sufficient value Loading pages with irrelevant keywords Having pages with malicious behavior Abusing rich snippets markup Sending automated queries to Google

53 Βειηηζηνπνίεζε Internal Link & URLs SEO Friendly URL Anchor Texts Internal Linking κε βάζε ηε βαξύηεηα πνπ ζέινπκε λα δώζνπκε

54 Welcome to the era of Web 3.0 technology with Schema.org Search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right web pages.

55 Πσο ηα social media επεξεάδνπλ ην seo?

56 SEO and Social Media

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68 SEO Key Performance Indicators

69 SEO KPIs Return on Investment Conversion Rate (organic traffic) Search visits as percentage of website traffic Percentage of non branded traffic Number of keyword combinations Keyword ranking Number of search impressions

70 General KPIs Soft Conversion Rate (lead, intention) Goals Conversion Rate per source, per country, per device Percentage of Country Percentage of Mobile Users Traffic Percentage by source

71 Houston, We've Got a Problem Traffic Loss Lost from Google Search Index High Bounce Rate (Heatmaps implementation for UX measurement) Time on site decreased Keywords traffic loss Conversions issues

72 Houston, keep calm Traffic source that shows a problem Analytics implementation, is the tracker on? Bounce rate from a StumbleUpon? A competitor is running an SEO strategy? Google Updates (panda, penguin) Negative SEO?

73 Google Webmaster Tools : provides you with detailed reports about your pages' visibility on Google. Submit Sitemaps Add or Remove a website/page Control Sitelinks Disavow bad backlinks (such as porn websites, gambling etc) that can harm our websites rankings.

74 Google Webmaster Tools : Request Reconsideration of site Check crawling curve Crawling errors, malware detection, not found pages Monitor links Check keywords ranking Domain country targeting Sitemaps Robots.txt Crawl rate analysis and speed

75 Google is hiding Keywords Encrypting Searches for logged-in users No keyword traffic report, only a number of visits that it comes from Google. Gives weight to AdWords Search Queries can be found in webmaster of course without many details

76 Useful Check for errors Check for broken (internal) links Monitor links Check page loading speed (SEO signal) Don t forget mobile Target Country Run Diagnostics Crawling frequency

77 What to check first Create a list of obvious keywords and run a keyword battle to see where your client ranks at the moment Check also his competitors Check if there is text in pages Check if website s architecture is cluttered and SEO unfriendly Check if there is flash, iframe Check if there are many domains with same content

78 The team behind the success

79 Framework of the service / SEO Ops Roles Procedures Documents

80 Framework of the service / SEO Ops Roles = SEO Author, Analyst, Strategist Procedures = On, Off page Documents = planning, reporting

81 Framework of the service / Key Procedures Evaluation - Consulting SEO Setup Maintenance (monthly) on going optimization Reporting

82 Framework of the service / SEO Ops On Page Keyword research On page SEO Content optimization Content curator (create, amend, upload) Tracking (analytics, goals, funnels etc) Off Page Off page SEO Link Building Linking Profile Optimization Webmaster tools monitoring SEO Reporting

83 Framework of the service / SEO Docs Keywords Sheet Evaluation / Analysis / Benchmarketing Sheet On Page SEO Sheet (meta tags, urls, etc) Copy optimization document Reporting document SEO Checklist Link building management sheet

84 Framework of the service / Estimated time Initial Research, evaluation, benchmark Keyword research Meta and on page optimization Copy optimization depends on website size Link building is ongoing depends on the project

85 Overall SEO Strategy

86 SEO Actions Technical SEO Website Loading Speed Browser caching Responsive Mobile web Website Structure Crawl Indexation Canonical tags Translation Internal Linking 301 Redirects URLs Research Research Website Performance Keyword Strategy Competitors

87 Off-Page SEO Reputation Building Backlinks Social Media & Buzzfeed Content Syndication Content marketing e-pr Guest blogging Directories RSS Feeds On- Page SEO UI/UX Meta-tags Sitemap Content Keywords Headings Images Personalization Tags Structured Data Rich Snippets

88 Solution

89 Overall SEO Strategy Reputation Building Backlinks Social Media & Buzzfeed Content Syndication Content marketing e-pr Guest blogging Directories RSS Feeds UI/UX Meta-tags Sitemap Content Keywords Headings Images Personalization Tags Structured Data Rich Snippets Off-Page SEO On-Page SEO SEO Strategy Research Technical SEO Research Website Performance Keyword Strategy Competitors Research Technical SEO On-Page SEO Off-Page SEO Website Loading Speed Browser caching Responsive Mobile web Website Structure Crawl Indexation Canonical tags Translation Internal Linking 301 Redirects URLs

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91 Useful Resources