How to get to the TOP? Use SEO!

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Slide 1: How to g et to the top? Us e S E O! SEO is a n e ffe c tiv e w a y, h o w to g e t ta rg e te d c us to m e rs to yo u r w e b s ite R a d e k K a rb a n & M ic h a e l M u s e lík Slide 2: 2 Co n te n t         Ab o u t SEO, w h a t is th a t, h is to ry Ho w Se a rc h En g in e s w o rk Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h Eye tra c k in g s tu d ie s & m a rk e tin g s ta tis tic s (g lo b a l a n d lo c a l) Ca s e s tu d ie s – p a rt 1 SEO p ro c e s s , h o w to o p tim ize m y w e b s ite , e a c h p a rts Ca s e s tu d ie s – p a rt 2 Re v ie w in p o in ts Slide 3: 3 Ab o u t SEO, w h a t is th a t, h is to ry Wh a t is SEO? • SEO is th e a b b re v ia tio n fo r th e s earch engine optimization. • SEO is a c o lle c tio n o f te c h n iq u e s , h o w to be on the firs t pos itions in th e s e a rc h e n g in e s re s u lts . Wh y a re s e a rc h e n g in e s s o im p o rta n t? • Se a rc h e n g in e s a re th e b ig g e s t re s o u rc e s o f yo u r w e b s ite s tra ffic . • Hig h e r tra ffic m e a n s m o re v is ito rs . • M re v is ito rs m e a n s m o re c u s to m e rs a n d h ig h e r p ro fit. o Slide 4: 4 Ab o u t SEO, w h a t is th a t, h is to ry Source: www.marimex.cz Slide 5: 5 Ab o u t SEO, w h a t is th a t, h is to ry Source: www.marimex.cz Slide 6: 6 Ab o u t SEO, w h a t is th a t, h is to ry Traffic overview 1 4% 22% 2 4% 40% R fe rrin g S s e ite S a rc h E gin e s e n Dire c t Tra ffic PPC So urc e : w w w .d a rk y-js o u -za zitk y.c z Slide 7: 7 Ab o u t SEO, w h a t is th a t, h is to ry Conversions overview 11% 30% 36% 23% R fe rrin g S s e ite S a rc h E gin e s e n Dire c t Tra ffic PPC So urc e : w w w .d a rk y-js o u -za zitk y.c z Slide 8: 8 Ab o u t SEO, w h a t is th a t, h is to ry SEO h is to ry • His to ry o f SEO b e g a n in th e m id -1 9 9 0 s , a s th e firs t s e a rc h e n g in e s s ta rt c a ta lo g in g th e We b s ite s . • Site o w n e rs q u ic k ly d is c o v e re d h o w is im p o rta n t to b e o n th e firs t p o s itio n s th e re , b e c a u s e th e y o b s e rv e d s h a rp g ro w in g tra ffic to th e ir s ite s . • An d th is is s till valid. Slide 9: 9 Ho w Se a rc h En g in e s w o rk s Wh a t a re th e s e a rc h e n g in e s ? • Se a rc h e n g in e s u s e p ro g ra m s , c a lle d bots , robots , s piders o r crawlers th a t g o th ro u g h We b p a g e s , re a d th e m a n d fo llo w lin k s to o th e r p a g e s . • Th e c o n te n t o f w e b p a g e s a re s to re d in s e a rc h e n g in e databa s es . Wh e n yo u s e a rc h a n y te rm s , s e a rc h e n g in e s e e k s o u t th e s e d a ta b a s e s a n d return a p p ro p ria te res ults , b a s e d o n d e fin e d a lg o rith m . Slide 10: 10 Ho w Se a rc h En g in e s w o rk s Slide 11: 11 Ho w Se a rc h En g in e s w o rk s Se a rc h a lg o rith m s • Ea c h s e a rc h e n g in e h a s th e ir o w n S earch alg orithms . • Ge n e ra lly, a lg o rith m s ra te fo llo w in g m a in c rite ria :  K yw o rd s p la c e m e n t a n d d e n s ity e  Lin k p o p u la rity  Oth e r ru le s Slide 12: 12 Ho w Se a rc h En g in e s w o rk s Le g ib ility o f HTM c o d e fo r SE ro b o ts L • Se a rc h e n g in e ro b o ts re a d th e text a n d fo llo w links . • I ro b o ts d o n ‘t s e e a n y te xt, a n y lin k s , th e y c a n ‘t c ra w l f yo u r w e b s ite . Th e y c a n ‘t in d e x yo u r p a g e s in to th e ir d a ta b a s e . • Avoid u s in g o f:  Fla s h w ith o u t HTM a lte rn a tiv e L  Fra m e s  Ja v a Sc rip t d ire c tly in HTM c o d e L Slide 13: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 13 Ho w d o yo u s e a rc h o n th e in te rn e t? • Pro b a b ly, yo u g o to th e s e a rc h e n g in e , typ e s e a rc h te rm in to th e s e a rc h b o x a n d th e n yo u c lic k o n s e a rc h b u tto n . • I th e re a n yo n e w h o u s e s a n o th e r w a y? s • Ge n e ra lly, m o s t p e o p le g o th ro u g h th e in te rn e t b y th e s ea rch engines . Slide 14: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 14 Slide 15: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 15 Slide 16: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 16 Slide 17: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 17 Eye tra c k in g s tu d ie s • • s tu d y c o n d u c te d b y s e a rc h m a rk e tin g firm s En q uiro [e n q u iro re s e a rc h .c o m ] Th e s tu d y fo u n d th a t m o s t v ie w e rs lo o k e d a t re s u lts in a n "F" s h a p e d s c a n p a tte rn , w ith th e e ye tra v e llin g v e rtic a lly a lo n g th e fa r le ft s id e o f th e re s u lts lo o k in g fo r v is u a l c u e s (re le v a n t w o rd s , b ra n d s , e tc ) a n d th e n s c a n n in g to th e rig h t, a s if s o m e th in g c a u g h t th e p a rtic ip a n t's a tte n tio n . Slide 18: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 18 Eye tra c k in g s tu d ie s • Eye tra c k in g s tud ie s p e rfo rm e d a t Co rn e ll U iv e rs ity b y La ura A. Gra n k a , n Th o rs te n Jo a c h im s a n d Ge ri Ca y. • Th e y u s e d a s a m p le o f un d e rg ra d ua te s tud e n ts in s truc te d to p e rfo rm s e a rc h in Go o g le fo r 3 9 7 q u e rie s o n to p ic s c o v e rin g m o v ie s , tra v e l, m u s ic , p o litic s , lo c a l a n d triv ia . Slide 19: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 19 Se a rc h s ta tis tic s • 8 4 % o f o n lin e Am e ric a n s h a v e u s e d s e a rc h e n g in e s [P e w In te rn e t & A m e ric a n L ife P ro je c t, J a n u a ry 2005] • Th e p e rc e n ta g e o f I te rn e t us e rs w h o us e s e a rc h e n g in e s o n a n typ ic a l d a y is 4 9 % in 2 0 0 8 [P e w In te rn e t & A m e ric a n L ife P ro je c t]. • Alm o s t 1 2 Billio n U s e a rc h e s w e re c o n d uc te d in July 2 0 0 8 . .S. [C o m S c o re ] Slide 20: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 20 Se a rc h s ta tis tic s • A 2 0 0 6 s urv e y b y AOL a n d He n le y Ce n tre , a U re s e a rc h firm , K fo u n d th a t 7 3 p e rc e n t o f re s p o n d e n ts lis te d s e a rc h e n g in e s a s im p o rta n t s o urc e s o f in fo rm a tio n w h e n c o n s id e rin g a p ro d u c t o r s e rv ic e . • A 2 0 0 7 s urv e y b y I te rn e t d a ta firm c o m Sc o re fo u n d th a t 6 0 % o f n c o n s um e rs us e th e We b a s th e ir firs t-lin e to o l to s e a rc h fo r lo c a l b u s in e s s e s • 6 0 % p e rc e n t o f th o s e s e a rc h e rs g o o n to m a k e a p urc h a s e fro m a lo c a l b u s in e s s . Slide 21: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 21 Se a rc h s ta tis tic s • Re s e a rc h c o n d uc te d b y s e a rc h e n g in e m a rk e tin g firm iPro s p e c t in 2 0 0 6 s h o w e d s e a rc h e n g in e us e rs in c re a s in g ly c lic k in g o n res ults in the firs t pag e o f s e a rc h re s u lts (6 2 % a s c o m p a re d to 4 8 % fo ur ye a rs a g o ). • Th e s a m e s tud y h a s s h o w n th a t fe w e r p e o p le a re w illin g to c lic k o n lis tin g s fro m th e th ird p a g e o f s e a rc h re s u lts (1 0 p e rc e n t c o m p a re d to 1 9 p e rc e n t fo u r ye a rs a g o ). Slide 22: 22 Pro p o rtio n o f th e Se a rc h e n g in e s Source: ComScore – August 2008 Slide 23: 23 Pro p o rtio n o f th e Se a rc h e n g in e s In the Czech Republic 4% 3% 30% S zn a m e 63% Go o gle C n trum + A s e tla Oth e rs Source: Navrcholu.cz – June 2008 Slide 24: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h Slide 25: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 25 Slide 26: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 26 iPro s p e c t Se a rc h En g in e U e r Attitu d e s (Ap ril-M y 2 0 0 4 ) s a Slide 27: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h All traffic sources : seo-expert.cz 1 4% 1 6% 27 35% o rga n ic c pc re fe rra l 35% o th e rs Slide 28: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h All traffic sources: darky-jsou zazitky.cz 23% 1 4% 22% 41 % re fe rra l o rga n ic cpc d ire ct 28 Slide 29: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h All Traffic Sources : airstop.cz 23% 38% o rga n ic 39% re fe rra l d ire ct 29 Slide 30: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h MONTH OVERVIEW : S ource PPC SEO Vis itors 6531 1 0736 October 24th 2008 - November 2008 23rd 30 S ales 20 71 C os t C os t P er S ale 73 449 3 673 CZ K 5 0 CZ0 0 0K 7 1 0 CZ K CZ K Slide 31: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 6 MONTH OVERVIEW : November 2006 - April 2007 S ource Ad Wo rd s SEO Vis itors 43703 41 057 S ales 201 209 C os t £9 ,9 9 1 .4 5 £9 0 0 .0 0 C os t P er S ale £4 9 .7 1 £4 .3 1 31 http://www.darrenatkinson.co.uk/articles/cost-effective-seo/ Slide 32: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 32 Th a t is , w h y s e a rc h e n g in e a n d p la c e m e n t th e re a re im p o rta n t fo r yo u r o n lin e b u s in e s s . Slide 33: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 33 So , w h e re d o yo u w a n t to b e ? Slide 34: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 34 Slide 35: Wh y yo u n e e d to b e o n th e firs t p o s itio n s in o rg a n ic s e a rc h 35 Slide 36: 36 Ca s e s tu d ie s Slide 37: 37 Ca s e s tu d y – w w w .c s fd .c z • Th e b ig g e s t c ze c h m o v ie d a ta b a s e , w h e re yo u c a n re a d th e re v ie w s . We c o n tin u o s ly im p ro v e th is w e b s ite . We d id – – – – SEO a u d it K yw o rd s a n a lyze e U a b ility a u d it s Lin k b u ild in g • • Slide 38: 38 Ca s e s tu d y – w w w .c s fd .c z All Traffic Sources Search Engines Data from Google Analytics – 18th June 2007 to 23rd November 2008 Slide 39: 39 Ca s e s tu d y – w w w .c s fd .c z Total Conversions Data from Google Analytics – 18th June 2007 to 23rd November 2008 Slide 40: 40 SEO p ro c e s s Slide 41: 41 Ca s e s tu d y – w w w .a irs to p .c z • Tra v e l p o rta l – s e a rc h in g o f la s t m in u te to u rs , trip s , a irp la n e tic k e ts , a c c o m o d a tio n s a n d s o o n. We d id – – – – – SEO a u d it K yw o rd s a n a lyze e U a b ility a u d it s Co p yw ritin g Lin k b u ild in g • Slide 42: 42 Ca s e s tu d y – w w w .a irs to p .c z All Traffic Sources Search Engines Data from Google Analytics – 1st October 2007 to 1st October 2008 Slide 43: 43 Ca s e s tu d y – w w w .a irs to p .c z Goal Conversion Rate Data from Google Analytics – 1st October 2007 to 1st October 2008 Slide 44: 44 Re v ie w in p o in ts So , w h a t is im p o rta n t fo r yo u r o n lin e s u c c e s s ? •I e n tify yo u r ta rg e t a u d ie n c e d •Dis c o v e r yo u r c o m p e tito rs •Fin d o u t k e yw o rd s , th a t yo u r ta rg e t a u d ie n c e u s e •Bu ild c o n te n t, s ite s tru c tu re a n d in te rn a l n a v ig a tio n w ith re s p e c t to SEO a n d to im p o rta n t k e yw o rd s •Pu b lic o u ts id e yo u r w e b •Ac q u ire e xte rn a l lin k s to yo u r w e b s ite •M n ito r yo u r tra ffic o •Ev a lu a te re s u lts a n d d o im p ro v e m e n t Slide 45: 45 SEO Exp e rt, s .r.o .