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Search Engine Optimisation
(SEO)Tõnis Hinnosaar
altex marketing, partner
Innovative Internet MarketingTMInternet Marketing
SEM is becoming the key element for online user
behaviour
Innovative Internet MarketingTMInternet Marketing
Why is it difficult?
Innovative Internet MarketingTMInternet Marketing
› Most users click on organic results› Excellent content is needed› You need to know what people search
for before you offer it to them› You need to speak their language
Innovative Internet MarketingTMInternet Marketing
How search engines work
Innovative Internet MarketingTMInternet Marketing
Process1. Search engines visit websites
automatically2. They index documents3. Carry through queries4. Put results in order
RELEVANCYPOPULARITY
Innovative Internet MarketingTMInternet Marketing
SEO three legsTechnical
LinkingContent
Innovative Internet MarketingTMInternet Marketing
1. Technical
• Website “kitchen”• CMS• Stability• Server
Innovative Internet MarketingTMInternet Marketing
2. Content
• Keyword research• Content creation• Not just text
Innovative Internet MarketingTMInternet Marketing
3. Linking
• Internal – links on my site• Cross – links between our sites• External – links pointing to my site
from outside
Innovative Internet MarketingTMInternet Marketing
Ranking factors
• There are many• Let’s focus on these that you can
control
Title
Innovative Internet MarketingTMInternet Marketing
URL
Innovative Internet MarketingTMInternet Marketing
Update frequency
Innovative Internet MarketingTMInternet Marketing
Headings (H1 ...)
Innovative Internet MarketingTMInternet Marketing
Keyword use in body text
Innovative Internet MarketingTMInternet Marketing
ALT tags
Innovative Internet MarketingTMInternet Marketing
Optimising images
Innovative Internet MarketingTMInternet Marketing
Bold, Strong
Innovative Internet MarketingTMInternet Marketing
Internal linking
Innovative Internet MarketingTMInternet Marketing
Controlling external links
Innovative Internet MarketingTMInternet Marketing
Duplicate content
Innovative Internet MarketingTMInternet Marketing
Sitemaps
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If you want to dig deeper
• Directory structure
• Domain name• Document age• META tags• Validation
• Server uptime• Download time• Robots.txt• Redirections• Use of
JavaScript
http://www.google.com/addurl/http://www.googl.com/webmasters/tools
Innovative Internet MarketingTMInternet Marketing
Yahoo
• http://searchmarketing.yahoo.com/srchsb/ssb.php
• https://ecom.yahoo.com/dir/submit/intro/ $299
Innovative Internet MarketingTMInternet Marketing
Bing
• http://www.bing.com/docs/submit.aspx
Innovative Internet MarketingTMInternet Marketing
Keyword research:‹ Adwords http://adwords.google.com/select/Login‹ Yahoo PPC
https://login31.marketingsolutions.yahoo.com/‹ Bing/MSN https://adcenter.microsoft.com/
Innovative Internet MarketingTMInternet Marketing
Site
• http://www.archive.org/• Site:... @ Google• http://www.w3.org/• XML, robots.txt & 404• http://www.submitexpress.com/anal
yzer/• http://www.webconfs.com/keyword-
density-checker.php Innovative Internet MarketingTM
Internet Marketing
Links• https://siteexplorer.search.yahoo.com/• http://www.linkdiagnosis.com/• http://www.backlinkwatch.com/index.php• http://www.socialmeter.com• http://home.snafu.de/tilman/xenulink.html• http://www.touchgraph.com/
TGGoogleBrowser.html
Innovative Internet MarketingTMInternet Marketing
tonis@altex.eeskype: tonish50www.altex.ee
Innovative Internet MarketingTMInternet Marketing
Thank you!
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