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SEO Principles - How does it work, Why is it important and Why do we have to do it?

Main Objectives of the SEO Presentation: - To understand what Search Engine Optimisation (SEO) is - To understand how Google works and how it is evolving - To define search ranking factors

Joao da Costa

on 2 August 2013

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Transcript of SEO Principles - How does it work, Why is it important and Why do we have to do it?

Ranking Factors
SEO Activities Model
SEO Is Evolving
Be part of the change
How Important is to be #1?
To understand what Search Engine Optimisation (SEO) is
To understand how Google works and how is it evolving
To define search ranking factors
The importance of understanding search and how it affects today's business decisions and strategies
Why SEO?
Internet growth (a trusted research and lead generation channel)
SEO as part of the Digital Marketing Strategy: e-mail, Social Media, website development, conversion optimisation
Inbound Marketing
Non-branded keywords: new customers
Branded keywords: secure sale/reputation/brand strength
New business acquisition (70% new business)
Supports other channels as a potential path prior to purchasing (e.g. e-mail – brochure – Search – website – purchase)
How it works,
Why is it important, and Why do we have to do it?

The Long Tail
Why Google?
Google: 34,000 searches per second (2 million per minute; 121 million per hour; 3 billion per day; 88 billion per month, figures rounded)

Yahoo: 3,200 searches per second (194,000 per minute; 12 million per hour; 280 million per day; 8.4 billion per month, figures rounded)

Bing: 927 searches per second (56,000 per minute; 3 million per hour; 80 million per day; 2.4 billion per month, figures rounded)
How does Work?
Index pages
Rank and Serve those pages
and return the most relevant ones first
Crawl the web
comprehensively and deeply
How does Google work?
Supplemental Index
Main Index
Find updates quickly
Segment the web
Google is getting faster: updates are found very quickly
In 2003, Google switched to crawling a fairly significant chunk of the web every day.
No longer waiting the crawling to finish to start indexing
The Google Dance
Crawling the web used to take 30 days
And then Google would index for a week.
Another week to push that data out
Page rank as the primary determinant.
The more page rank you have- that is, the more people who link to you and the more reputable those people are- the more likely it is we're going to discover your page relatively early in the crawl
In the past Google would stay without crawling the web for 3 to 4 months
Equity Trading Conference
Equity Trading
Equity Conference
Trading Conference
Google finds the documents that they believe have those words, either on the page or maybe in back links, in anchor text pointing to that document.
What documents will match “Equity Trading Conference”?
The whole process of doing the index is reversing, so that instead of having the documents in word order, you have the words, and they have it in document order
Documents or Pages
Indexing is basically taking things in word order.
Keyword Inverted Index
Keyword placement and proximity
Index pages
Not only Keyword (on-page)
Off-page too (PageRank or page authority
Query independent metrics
Google provides different results for people:
Different countries - .co.uk/.com/.jp/.com.br
Different languages (PC set up)
Individual behaviour (previous visited sites, previous performed searches
Provide most appropriate results for the user
All those machines return their matches.
what's the creme de la crème?
What's the best page that matches this query across the entire index?
And then Google takes that page and try to show it with a useful snippet.
And you get it all back in under half a second
Google uses page rank as well as over 200 other factors to rank a site to a given keyword
Crawl the web
comprehensively and deeply
Rank and Serve those pages
and return the most relevant ones first
10 per page
Other Ads
Organic Search (SEO)
Paid Listing
(PPC Bidding)
Search Engine Results Page

Future of Search
SEO is constantly evolving and old (manipulative, spammy, black-hat) techniques are no longer working

The practice of treating SEO as an isolated channel is dead

SEO is now part of a bigger thing: the marketing mix

SEO has to be incorporated in PR, Social Media, Content Strategy and other marketing activities. Only then we will see positive effects and ROI.
A keyword group is a set of keywords which derive from one or two main keyterms
Geospatial intelligence
Geospatial intelligence London
Defence geospatial intelligence
Defense geospatial intelligence
Geospatial intelligence agency
Geospatial agency
Geospatial agency London
Geospatial analysis
Geospatial sciences
Geospatial software

The main purpose of a keyword group is that we do not only concentrate on one keyword but also understand that keywords can be used with variants in searches (Geospatial as a broad match). By looking at variants of the main broad keyword we can then categorise them by the level of relevance, traffic volume and competition.
Keyword Groups
Ranking Factors
Because It Works!
Why Should We Bother?
Are people using my keyterms in Search Engines?
Will I secure a certain level of visitors if I improve my site position in SERPs?
How competitive my keywords are?
Can I potentially rank above other sites or are they more authoritative and optimised then mine?
Is the keyword relevant to our business?
Does it bring qualified and potential traffic?
What does our GA data tells us about the traffic?
Keywords Selection
Huge universe
Allows us to reach 70% of new business
Vast potential (multiple relevant keywords/keyterms)
Customers not necessarily looking for your product
Small search universe
Target customers that have heard of our brand before
Branded and Non-branded Keywords
[T]here are known knowns; there are things we know we know.
We also know there are known unknowns; that is to say we know there are some things we do not know.
But there are also unknown unknowns – there are things we do not know we don't know.

United States Secretary of Defense Donald Rumsfeld
e.g. conferences geospatial sciences europe 2012
Keyword Performance Analysis/Review
Ways to move your SEO forward
Off-Page Optimisation
On-Page Optimisation
Audit & Keyword Research
The backbone of your SEO activity
SEO Activities Model
Off-Page Optimisation
On-Page Optimisation
Page Analysis
Keyword Research
SEO - Medium Term Strategy
Content Usability, Readability, Design
Visitor’s Interaction
Hidden Keywords
Harsh penalties for Search Engine Manipulation
Facebook Search
Site Quality and Content
Backlinks Quality and not Quantity
Social Factors
Over-Optimisation Penalty
Natural On-Page Optimisation
More relevance in Social Factors
From now on
Search Engine Manipulation
Quantity of Backlinks
Keyword Stuffing
Search Engine Optimisation and the way it is evolving
SEO Best Practices
Password - https
Bad site structure
Author Rank
Video SEO
10-15% of clicks
85-90% of clicks
20% of searches performed everyday have not yet been performed before
We can’t optimise for what we don’t know, but we can be open for the unknown
Each page has its own
Pages have different
authority online
Pages have different
Each page has the potential
to rank in Google
Your Site’s Pages
Rely on the long tail
Use other less competitive keywords as the second option
Direct competition
A low authority page has less chance to rank for a competitive keyword whereas an authoritative page could be considered for competitive and profitable keywords
Good match between the keyword selection and the page topic.
In many occasions we can adapt the topic of a specific landing page to adjust to a keyword selection, however it is crucial to keep a level of relevance as we expect our visitors to find what they are looking for, and consequently convert
Matching Keywords with
Landing Pages
Keyword Group
Other keywords in the group
Long tail potential + extra traffic
Keyword Analysis
Landing Page Selection
Primary Keyword
Page Optimisation
Grade A
Rank for main keyword
Opportunity for keyword group (trading)
Very High
Traffic Volume
Local = Low to Medium
Global = Medium
Medium to High
Anchor Text
Guest Blogging
Links from other sites
Social Media
Press Releases
Conference Directories
PR (Online)
Existing Blog
Building Authority
The more the better
It will depend on your competitors
It will depend on what keywords you want to target? (high competitive keywords, high authority pages)
Examples of Page Authority
What page authority
should my site have?
Is SEO is dead?
SEO now has to be incorporated in PR, Social Media, Content and so on. Only then we will see positive effects and ROI
I have heard this comment before and I couldn't disagree more
Old (black-hat, spammy) approaches are certainly not working anymore, and many people in the industry (and friends) have already seen this happen
I believe that SEO is becoming part of a bigger thing - the whole marketing mix. This thing of treating SEO apart from the rest of the marketing activities is certainly dead, but not SEO
seo complexity
Be careful with what you
Believe in!
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