SEO For The CMS Percussion From Guava

search engine optimisation
An introduction to
Search Engine Optimisation
. . . and 5 things you can do.
Edward Cowell – Search Engine Optimisation (SEO) Director. www.Guava.co.uk Copyright Guava UK Ltd · All material
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search
Who areengine
Guavaoptimisation
?
Over ten years market leading

search engine marketing
experience
Global capacity
218 staff (65 in UK)
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Accreditations
Guava are a Google Adwords Qualified Company
Guava are Google Enterprise Partners
Guava are Google Analytics Partners
Guava are Omniture Partners
Guava are members of:

– Internet Advertising Bureau (IAB) (Search Council)
– SEMPO (UK working group)
– e-consultancy
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- What are search engines, why are they

important?
- What search engines do people use?
- How do people use search engines?
- What is search engine optimisation?
- What is pay-per-click advertising?
- 5 things you can do…
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What are search engines, why

are they important?
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The School of Information Management and Systems

at the University of California-Berkeley calculates
…Five exabytes of new information - roughly five billion

gigabytes - was created in 2002 alone. Five exabytes
is like half a million libraries as big as the Library of
Congress print collections.
Almost 800 MB of recorded information is produced per

person, per year: if stored on paper, that would take up
about ten metres (30 feet) of books.
http://www.sims.berkeley.edu/research/projects/how-much-info-2003
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Yahoo! = 20 billion items in 2005
over 19.2 billion web documents

1.6 billion images
over 50 million audio and video files
Source: 2005 http://www.ysearchblog.com/archives/000172.html
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Google = 50,000,000,000 items?
and growing
and we all expect instantaneous

results ☺
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New website visitors which come from a search engine.
(Forrester)
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What search engines do

people use?
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They did
search use optimisation
engine all of these:
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But now
search they optimisation
engine mostly use:
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Hitwise.co.uk
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“People always make the

assumption that we're done with
search. That's very far from the
case. We're probably only 5 per
cent of the way there. We want to
create the ultimate search engine
that can understand anything ...
some people could call that
artificial intelligence.”
Larry Page, Google
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Cue scaryengine
search musicoptimisation
& dim lights
Google's mission is to organize

the world's information and
make it universally accessible
and useful.
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How do people use

search engines?
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Searchengine
search experiences
optimisation
Research/Info (Google, Yahoo, MSN Live)

Commercial (Ebay, Amazon, Rightmove)
News (Google News, Technorati, Digg)
Entertainment (YouTube, IMDB, Pirate Bay)
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What is
search engine optimisation?
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“Search engine optimization (SEO) is a set of

methodologies aimed at improving the visibility of
a website in search engine listings.”
en.wikipedia.org/wiki/SEO
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Search engine optimisation is not

considered bad by Google…
…but some search engine

optimisation techniques are.
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291
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What is
pay-per-click advertising?
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Pay per click (PPC) is an advertising

model…where advertisers only pay when a
user actually clicks on an advert to visit the
advertiser's website.
http://en.wikipedia.org/wiki/Pay_per_click
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Pay per click advertising is how Google

makes its money
It pays for the services provided by Google

for free that we may sometimes take for
granted
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Pay Per Click Adverts
Organic
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search
What can
engine
you do?
optimisation
1) Understand that search engine

optimisation (SEO) is not a magic wand
that can be easily waved after the
website is launched. Consider SEO as a
core part of your development process.
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Most common mistakes
URL’s
• Unavailability/broken links
• Complexity
• Inconsistency
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Unavailability
Can my pages get into a search engine?

Getting into search engines ‘indexed’
• Form based navigation

• Frames
• Flash
• JavaScript
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Form based
search enginenavigation
optimisation
<form action="browse.php" method="get">

<input name="interest" type="text">
<select name="topic">
<option>option 1</option>
</select>
</form>
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Complexity
yourwebsite.com?sessid=8989adh98ah89hd98ahkNLK
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yourwebsite.com?var1=value1& var2=value2& var3=value3&

var4=value4&var5=value5
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Inconsistency
www.domain.com/path1
www.domain.com/path2
301 redirects, canonical tag
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search
What can
engine
you do?
optimisation
2) Make use of freely available tools to

help you understand how search
engines view your website
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www.google.com/webmasters
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search
What can
engine
you do?
optimisation
3) Describe your content clearly, and at

the same time align it with what
internet users are searching for.
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http://trends.google.com/trends
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Can my pages perform better in a search engine?
• Title
• Description
• Content
• Images
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Title engine optimisation
search
<title> is the key display element of your

'listing‘ in news and web results.
It is credited with a high-ranking

importance; yet also it needs to be
descriptive and eye catching to ensure
the potential visitor clicks on your listing
within the search engines.
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search
<title>Lipsum Lorem Ipsum</title>
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search
Google shows maximum 72 characters including

spaces
Titles should be descriptive and unique
Currently, the Google News crawler only visits

each article URL once. If you make updates to
the article after Google has crawled it, it won't
be reflected on Google news
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Description
Depending on what someone had actually searched for,

Google may use the description or select text from within
the webpage itself to display in the snippet text.
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Headings
Headings – H1/H2
The main heading for each page should

aim to include the target keyphrase(s),
be clear and concise, and above all,
useful to your readers.
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Imagesengine optimisation
search
Images
An image is worth a thousand words
but not in Google
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Imagesengine optimisation
search
Some websites get a lot of traffic from Google

Image Search.
The alt tag can be applied to an image - its main

purpose is for user accessibility.
Inserting appropriate target phrases in alt tags

and image file names also improves the overall
keyword density and helps search engines
understand what the image is about.
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search
What can
engine
you do?
optimisation
4) Encourage users to link to your content,

and implement features that help gain
links.
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Measurement of links as a vote

revolutionised search engine technology
(PageRank)
Influences good rankings on most search

engines
<a href="/page.htm">I love you</a>
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Links from
search Internal
engine and External Pages
optimisation
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search
What can
engine
you do?
optimisation
Use social media to increase brand

awareness, gain traffic and support
your SEO.
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Online retailers received more traffic from Social

networks than webmail services in December
2008.
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• Social Networking
• Social Bookmarking
• RSS
• Micro Blogging
• Forums
• Usenet (1979)
• Internet Relay Chat (IRC) (1988)
• Bulletin Boards (1970s)
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Social engine
search Networking
optimisation
These sites are not so helpful for SEO and

are more used for their immense traffic
potential
They are good for branding,

communication, making connections and
increasing a website's internet
“footprint”
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Social engine
search Bookmarking
optimisation
Social Bookmarking
Saving, sharing and sometimes voting on

things you find interesting.
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Social engine
search Bookmarking
optimisation
Make sure your content is getting

bookmarked, your competitors is!!!
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search
What can
engine
you do?
optimisation
5) Manage change. Consider processes

and tools to provide an approach for
managing increasingly important
website updates and migrations.
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Website
search updates
engine and migrations
optimisation
• Site migration best practice (domains, hosting etc)

• Auditing indexed and public pages
• Planning redirects and redirection rules
• Testing redirections have been set up correctly
• Error handling
• Preventing / mitigating against near total loss of

organic search traffic
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Summary
1. Understand that search engine optimisation (SEO) is

not a magic wand - build it into your processes.
2. Use freely available tools
3. Describe your content clearly - let your content

market itself.
4. Encourage users to link to your content - it's a sign of

relevance.
5. Manage change - consider the impact of website

updates and migrations on where your traffic is
coming from.
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www.guava.co.uk
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SEO For The CMS Percussion From Guava

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search engine optimisation

. . . and 5 things you can do.

Over ten years market leading

218 staff (65 in UK)

Guava are a Google Adwords Qualified Company

Guava are Google Enterprise Partners

Guava are Google Analytics Partners

Guava are Omniture Partners

Guava are members of:

- What are search engines, why are they

What are search engines, why

The School of Information Management and Systems

…Five exabytes of new information - roughly five billion

Almost 800 MB of recorded information is produced per

Yahoo! = 20 billion items in 2005

over 19.2 billion web documents

Source: 2005 http://www.ysearchblog.com/archives/000172.html

Google = 50,000,000,000 items?

and we all expect instantaneous

New website visitors which come from a search engine.

What search engines do

“People always make the

Google's mission is to organize

How do people use

Research/Info (Google, Yahoo, MSN Live)

“Search engine optimization (SEO) is a set of

Search engine optimisation is not

…but some search engine

Pay per click (PPC) is an advertising

Pay per click advertising is how Google

It pays for the services provided by Google

Pay Per Click Adverts

1) Understand that search engine

Most common mistakes

Can my pages get into a search engine?

• Form based navigation

<form action="browse.php" method="get">

yourwebsite.com?var1=value1& var2=value2& var3=value3&

301 redirects, canonical tag

2) Make use of freely available tools to

3) Describe your content clearly, and at

Can my pages perform better in a search engine?

<title> is the key display element of your

It is credited with a high-ranking

<title>Lipsum Lorem Ipsum</title>

Google shows maximum 72 characters including

Titles should be descriptive and unique

Currently, the Google News crawler only visits

Depending on what someone had actually searched for,

The main heading for each page should

An image is worth a thousand words

but not in Google

Some websites get a lot of traffic from Google

The alt tag can be applied to an image - its main

Inserting appropriate target phrases in alt tags

4) Encourage users to link to your content,

Measurement of links as a vote

Influences good rankings on most search

<a href="/page.htm">I love you</a>

Use social media to increase brand

Online retailers received more traffic from Social

These sites are not so helpful for SEO and

They are good for branding,