Is Your Website Search Engine Ready?

Is Your Website Search Engine Ready?

Adrian Tan
Director, clickTRUE Pte Ltd
1

About clickTRUE

• clickTRUE Pte Ltd, subsidiary of SPH Magazines, is a Pay Per
Performance online marketing company with Search and Social
Media Marketing at its core.

• We offer both Technology and Online Marketing services to help
build our clients’ brands online.

Private & Confidential: Presentation 21 Aug 2009 2

Online Marketing Services

Leveraging on the latest marketing trend in the digital landscape, we
adopt a Pay-per-Performance approach to help clients achieve
Maximum Return On Investment (ROI) on their marketing campaigns.
•Search Engine Marketing (SEM)
•Search Engine Optimization (SEO)
•Social Media Marketing
•Online Media Planning
•Web Analytics Consultancy


Key Questions (& hopefully answers)

Is Your Website Search Engine Ready?
• Search Engine Optimisation
• Search Engine Marketing
Is Your Organisation Popular Online?
• Google Analytics
• Online Reputation

Image: Poster Web2.0

Search Engine Optimisation (SEO)

clickTRUE Confidential and Proprietary 5

How Search Engines Work…
Mechanics of search engines

Image: Google

Private & Confidential: Presentation 21 Aug 2009

What If?

SEO: Tip 5 of 5


Going Back In Time to 1998


Simplified PageRank Calculation


Steady State Situation


Thus Google was born


The Heart Of Google - PageRank

• Google interprets a link from page A to page B as a vote, by page A,
for page B. But, Google looks at considerably more than the sheer
volume of votes, or links a page receives; for example, it also
analyzes the page that casts the vote.

• Votes cast by pages that are themselves "important" weigh more
heavily and help to make other pages "important."

Image: Felipe Micaroni Lalli


Search Engine Optimisation
SEO

•2 types of listings in a Search Engine
Results Page (SERP) – Paid vs
Natural.
•Natural listings also known as
Organic search results are:
• non-biased
• rankings are determined by the
Search Engine’s algorithm by
comparing how relevant the
results are in matching the
queries.
•Search Engine Optimization efforts
can help to increase rankings of
website. However, this requires time Paid Search
and re-structuring of website.
Natural Search


A Demonstration Of The Power Of SEO
SEO

SEO

Source: mgccl.com


Getting A Start On SEO
SEO Tips


The Obsession with Keywords
SEO Tips: Keywords

• Keyword popularity, an important indicator of the success of the site.

• Used for both On Page and Off Page SEO

• Types of Keywords
Long Tail Keywords – longer and more specific search queries.
• Example: Best Gadget Buying Guide
Main Keywords – shorter and more broad keywords
• Example: Buy, Gadget

• Long Tail Versus Main Keywords
• Gadget Buying” - 56,000,000 results / competition
• gadget buying guide - 18,100,000 results / competition


How To Use Keywords
SEO Tips: Keywords

• Off Page
Anchor text is the clickable
text that users will see as a
result of a link, and is
placed within the anchor tag
<a href=“You Keyword
Here"></a>.

• On Page
Think about the keywords
that users will type. Include
them naturally in your posts
(particularly in your titles).


Keyword Research
SEO Tips: Keywords

• Google Free Keyword Tool
https://adwords.google.com/select/KeywordToolExternal

• When you plug in a main keyword, such as “mens fitness” into the above
mentioned keyword tools, you will get back a list of all the long tails that
people are searching for within that main keyword.

• You choose those that have a good amount of monthly searches,


Getting To Know The Neighbourhood
SEO Tips: Link Building

Your
website


Link Baiting?

Source: www.elliance.com


Some Link Baits

SEO: Tip 5 of 5
Free Tools • Collaborative Work
Mash-ups Documents
Maps • Sharing
Communities • Tagging
Blogs • RSS
Exposes • Top 10 Lists
Humour • Event Reviews
Interviews with personalities • Survey, Data
Expert advice • Film, Animation, Graphics
Trends • Freebies, contests, prizes
Criticism • Provocative work


Advanced Link Building - BUZZ Marketing

• Link building is still going to be the SEO trump card for the
foreseeable future. - Aaron Wall: SEO Book

• Evolution of Effective Link Building Strategies
BUZZ Marketing - Spread information, gimmicks or noise on the net and using
badges, icons, banners, buttons and ask bloggers to post it on their blogs and
websites. Spreading niche contests online can also largely help your site out.


Don’t Forget Your Internal Links

Source: mediaco, adTech09


Site Navigation
SEO Tips: Site Navigation

• Create a naturally flowing hierarchy

• Sitemap (Html) - is a simple page on your site that displays the
structure of your website, and usually consists of a hierarchical
listing of the pages on your site.

• Help search engines understand what content the webmaster thinks
is important.

• Sitemap (xml) - Makes it easier for Google to discover the pages on
your site


HTML Sitemaps

• Include important subpages from the website

Website Search
Toolbar
Main Categories

Site Features


XML SiteMaps

• General your own here: http://www.xml-sitemaps.com


Search Friendly Content
SEO Tips: Search Friendly Content

• Make your important terms and phrases prominent

• An example:

Source:dev.opera.com

Content Is Still King
SEO Tips: Search Friendly Content

• Use high quality writing

• Use a journalistic format if
possible with broad descriptions
first leading to more detailed
writeups

• Readable to your human visitors

• Friendly to the search engine
webcrawler bots

Image: www.modernlifeisrubbish.co.uk


Good URLs
SEO Tips: URLs, Titles, Meta Tags
http://www.cameratown.com/reviews/review_listing.cfm/hurl/id%7C1124

http://www.dpreview.com/reviews/canonsd400/

• URL Brevity

• URL Clarity

• Number of dynamic parameters in URLs
(http://vshopindia.vpost.com.sg/aom/shop.php?c=22&n=11041891&i=B000
0BV1LG&x=Canon_NB_3L_Rechargeable_Battery_Pack_for_SD550_SD5
00_SD110_SD100_SD10_SD20_Digital_Cameras)


Titles

How do you influence this?

And how do you influence this?


Meta Tags: 5
SEO: Tip 2 of Behind The Scenes


Pitfalls Of SEO Done Wrong

Private & Confidential: Presentation 21 Aug 2009 Source: www.dccomics.com

Black Hat SEO – Link Farms

A FARM

Image: dustydavis.com

A LINK FARM

Source: Zolt´an Gy¨ongyi and Hector Garcia-Molina. Link Spam Alliances.
2005 http://dbpubs.stanford.edu


Black Hat SEO – Automated Content Generation

Image: www.digitaljournal.com


Black Hat SEO – Keyword Stuffing / Being Spammy

• Dispelling the myth that increasing keyword density helps

Source: Ian Landsman


Black Hat SEO – Hidden Text

THIS TEXT IS WITH FONT COLOUR
“BLACK” AND IS NOT HIDDEN TO
VISITORS AND IS READABLE BY
SEARCH ENGINE SPIDERS.


Black Hat SEO – Hidden Text


Black Hat SEO – Cloaking

• Google says: Cloaking refers to the practice of presenting different
content or URLs to users and search engines. Serving up different
results based on user agent may cause your site to be perceived as
deceptive and removed from the Google index.

E.g.

• Flash for human users, HTML for web crawlers

• Javascript redirects


Black Hat SEO – Doorway / Gateway Pages

• Using a doorway page to
rank well on the search
engines and to redirect
traffic to the actual
content and main web
page.

• Normally, the users do
not get the content that
they are searching for.


Case Study: How BMW Got Banned By Google

BMW website as seen
by users

BMW website as seen
by Google’s webcrawler

Javascript was disabled
& Website redirects


Case Pitfalls How BMW Got Banned By Google
SEO Study:

Source: news.bbc.co.uk

How To Avoid Black Hat SEO Companies

• No one can guarantee a #1 ranking on Search Engines
We will submit your site to 1,000 Search Engines!

• Guarantees ranking, but only on obscure, long keyword phrases you
would get anyway

• Promises quick or even instant results
We can rank your site in 48 hours!

• Be careful if a company is secretive or won't clearly explain what they
intend to do
it’s a trade secret OR
We know a guy at Google

• You should never have to link to an SEO
We will get thousands of links to your site!

• Be sure to understand where the money goes
Have your site optimized and promoted for only $71.95 a month!


Let Us Have Your Questions

• Drop us your name card for a copy of this presentation

• For for a more in-depth understanding of Search Engine
Marketing & Google Analytics, find us at

adrian@clicktrue.biz

www.clicktrue.biz

or Google It


Is Your Website Search Engine Ready?

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