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Henri Asseily's presentation on SEO on a Budget at the Business Startup Conference in London on Nov 27, 2009.
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Search Engine Optimizationon a Budget!
Henri Asseilyhenri.tel
• CSO/CTO, Telnic Ltd.• Founder, Shopzilla.comNovember 2009
1
What is Search Engine Optimization (SEO)?
$∅ yoursite.com
$$$2
Contrast with SEMSEM = Search Engine Marketing
yoursite.com
$$$
Paying Ads
$$
3
Theoretical Value Equation
SEO:
$$$$$- =$
0$$$- =$$$
SEM:4
SEO: More than direct monetary value
Branding
Awareness
Competitive positioning
Perception of knowledge & expertise
5
Unfortunately...
A perfect market for Snake Oil peddlersout to cash in on their “expertise”
Black Box(“hidden”)Algorithms + Lots of
potential$$$
=6
Lies, Fallacies and Snake Oil
" We guarantee a #1 position on Google !!! "
Oh Really?
For what search terms?For how long?At what cost?What are the long-term risks?What about Bing and other engines?
7
Just the changing facts, ma’am
HUNDREDS of signals (i.e. parameters) used✓List of used signals constantly changes✓Importance of signals constantly changes
User behavior changes✓More precise queries with more terms✓Mobile usage exploding
Cat-and-mouse fight against unscrupulous SEO optimizers
8
One Example among Many
<meta name="keywords" content="Financial, News, Stock, Market, Headlines, Investments, Quotes, Trading, TheStreet.com, Alix Steel ,Metals and Mining">
Popular SEO Tools: Manage Meta “keywords”
9
One Example among Many
<meta name="keywords" content="Financial, News, Stock, Market, Headlines, Investments, Quotes, Trading, TheStreet.com, Alix Steel ,Metals and Mining">
Popular SEO Tools: Manage Meta “keywords”
Usage: MILLIONS of web pages
9
One Example among Many
<meta name="keywords" content="Financial, News, Stock, Market, Headlines, Investments, Quotes, Trading, TheStreet.com, Alix Steel ,Metals and Mining">
Popular SEO Tools: Manage Meta “keywords”
Usage: MILLIONS of web pages
SEO Impact:
9
One Example among Many
<meta name="keywords" content="Financial, News, Stock, Market, Headlines, Investments, Quotes, Trading, TheStreet.com, Alix Steel ,Metals and Mining">
Popular SEO Tools: Manage Meta “keywords”
Usage: MILLIONS of web pages
SEO Impact: ZERO
No search engine has used meta keywords since 2002. Including Google.
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So, what to do?
Understanding how search engines work
Winning strategies and tactics
Latest tools, channels and networks
Putting it all together
10
2 simple goals
WebPages
Search Engine Indexer
SearchEngine
Database
SearchEngineWebsite
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2 simple goals
WebPages
Search Engine Indexer
SearchEngine
Database
SearchEngineWebsite
MAKE ENGINES FIND YOU
11
2 simple goals
WebPages
Search Engine Indexer
SearchEngine
Database
SearchEngineWebsite
MAKE ENGINES FIND YOU
MAKE PEOPLE CHOOSE YOU!
11
What do Search Engines want?
Index anything and everything
Determine “best” results for a search
! Make more money via ads and partnerships
To be your ultimate destination site for search.
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What do Search Engines want?
Index anything and everything
Determine “best” results for a search
! Make more money via ads and partnerships
To be your ultimate destination site for search.you can
easily get indexed
12
What do Search Engines want?
Index anything and everything
Determine “best” results for a search
! Make more money via ads and partnerships
To be your ultimate destination site for search.you can
easily get indexed
that’s thehard partto improve
12
“Best” as defined by Search Engines
Content relevance given the search terms Yep, what’s in the page does matter. Amazing, isn’t it?
Incoming links from other relevant pages given the search terms
They’re called “backlinks” in SEO jargon. It tells engines your page is important because others think it is. This was Google’s founding idea.
The Obvious
13
Backlinks Power
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Critically important concept of “Authority”
If Hertz’s corporate site isn’t the first result in a search for “hertz”, then the user will think something is broken.
This is what an authority for a search looks like:
The Not-So-Obvious
“Best” as defined by Search Engines
15
Importance of the URL stringEveryone knows the URL text is important.
But the greatest secret is that the DOMAIN string is the most important part!
Order of importance of each element: domain, subdomains, folders, filename
The Not-So-Obvious
http://some.domain.com/a/b/c/page.html?param=1...
12 3 4
“Best” as defined by Search Engines
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AgeRelax. Be patient. The older, the better.
First 3-6 months: your domain/page is in a purgatory sandbox to avoid spamming the index.
Changes slow to appear. Read up on the “Google Dance”
The Not-So-Obvious
“Best” as defined by Search Engines
17
AgeRelax. Be patient. The older, the better.
First 3-6 months: your domain/page is in a purgatory sandbox to avoid spamming the index.
Changes slow to appear. Read up on the “Google Dance”
The Not-So-Obvious
“Best” as defined by Search Engines
NOTE: Since Twitter became a hit, search engines have been pressured to add “real-time search” to their indexes and are revisiting the age issue. It seems that engines will differentiate between temporary status/news updates and
intemporal information.
17
The Not-So-Obvious
“Best” as defined by Search Engines
Page load time
Google likes faster page load times
People love faster page load times
Rule of thumb:
5 seconds is horrible
1 second is good
0.2 seconds is a feeling of “instantaneous”
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Increase the number of valuable placements
Improve your placements’ rankings for relevant searchesDon’t try to outsmart the algorithms. Always ask yourself:
Is what I publish useful to those who look at it?
SEO Strategy( What to do )
19
Classic SEO Tactics( How to do it )
Make sure the engines can read your information: careful with this Flash and Rich Media stuff. It may be pretty, but it can be very frustrating for both your users and the search engine robots
Don’t ever duplicate content or functionality
Point the search crawlers to all your properties
20
Guerilla Tactics on the Cheap
1. Spend time but little money to add points of presence for your company/brand online:
Twitter stream: good channel for news updates and promotions
Facebook page/group for local or global brands
LinkedIn and Google Profile (beware obsolete data)
21
Guerilla Tactics on the Cheap2. Actively participate in forums dedicated to your areas
of expertise:
Don’t spam the forums, avoid blatant product placements
Provide valuable in-depth information showing that you are an expert in your field
When feasible, provide links into your properties of interest (.tel domain for contact info, your authoritative website for purchasing)
Traffic from communities is much more valuable than search engine traffic
22
Guerilla Tactics on the Cheap
3. If you have your own domain,
3.(i) if it’s well indexed by search engines,
3.(i)(i) and if it is considered authoritative by Google
then link as many points of presence from the previous slide as you can to your domain
23
Guerilla Tactics on the Cheap
4. You don’t have a domain? Or your domain isn’t optimized for search engines? No problem:
Disclosure: I am the CSO/CTO of Telnic, registry for .tel
Buy and leverage your own .tel domain
.tel is your digital business card that gives you an instant online presence without having to build a website.
24
Why ?
Very cheap (£ 10/year or less)No hosting, development or maintenance feesMobile friendly: quick access to all your contact informationPerfect for SEO:
Fast!!!Can become your authoritative domainFully leverages the search engines’ love of domain stringsAbsolutely no duplication of content with a main .com domain: .tel is exclusively for communications
25
A Practical Example:My personal brand
2008: Top Google result for “Henri Asseily”
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A Practical Example:My personal brand
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A Practical Example:My personal brand
FAIL
27
A Practical Example:My personal brand
2009: Top Google result for “Henri Asseily”
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A Practical Example:My personal brand
2009: Top Google result for “Henri Asseily”
AuthoritativeUnder my control
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How I did it
Acquired my own .tel domain!
29
How I did it
Filled my .tel with contact info, links
and relevant keywords
"
30
How I did it
Identified existing high-value pages#
31
How I did it
Identified existing high-value pages#
$
%
% %% %
31
How I did itLinked those pages into my .tel&
LinkedIn Profile:henri.tel
Twitter Profile:
My Blog:
And vice-versa: created reciprocal links!
32
How I did it
Waited 6 months'
33
Result
I took control over my brandin 6 months for $15
34
Even better on Google Mobile
Google is saying thatthere’s a phone number here
35
More Examplesof SEO using .tel
36
More mobile examples
domain name value
page title value(and a nice short
domain!)37
marineparts.tel
domain name value
38
Waikiki.tel
39
.com & .tel
40
Questions?Comments?
Henri Asseily
• CSO/CTO, Telnic Ltd.• Founder, Shopzilla.com
Business Startup Expo, November 2009Seminar:Search Engine Optimization on a Budget!
henri.tel
41