Search Engine Optimization

SEARCH ENGINE OPTIMIZATIONmaximizing the value of organic search

http://www.inboundid.com

founder & ceo of inboundid and partner iklanex. digital marketing manager at wego indonesia ex. group head search marketing at gopher ex. digital marketing manager for asia at lasalle college international ex. head of production at bubu

get [email protected] +628118301984 @idowebid

ridho putradi s’gara


today’s agenda• Keyword Research • Semantic Search • Resource Links • Natural Language Processing (NLP) • Information Architecture • Local SEO • Video SEO • Mobile Search and SEO • Competitive Analysis • Content Optimization • Site Technical Issues • Measuring SEO Success • Questions and Answers


bring outthat question!


Short Intro


advertisinggoogle my businessorganic results

search layout

http://www.partneriklan.com

not provided?imho is the worst approach Google has ever made to privacy.


the consumer journey


bali hotel in bali best rated hotel in bali

book hotel in bali

consumer journey on search


keyword > topic

topic

keyword

keyword

keyword

topic

keyword

keyword

keyword

topic

keyword

keyword

keyword


Crawlability Relevancy Online

Authority

seo key elements

analytics


ranking > traffic > conversionsrevenueengagementreach

SEO Planning


setting up your goals

progress to achievement

secondary goals and indicators

data that improve process

goals

KPIs

user indicators


setting up your goals60% organic traffic contribution in 3 months

keyword ranking organic impressions CTR

domain authority page authority inbound links

goals

KPIs

user indicators


Topic & Keyword Research


learn the trends


google correlatehttp://www.inboundid.com

common approach

long term topic 6-12 months

generic topic

mid term topic 3 months

seasonal topic

short term topic 1 months

hot issues


map those topics to your site


nidji noah

star wars deadpool

PES 2017 dimas kanjeng

long term topic mid terms short terms


keyword research process


identify your topics know your audiencesdefine relevant

keywords / search terms

google keyword planner


keywordtool.io


keyword difficultieshttp://www.inboundid.com

keyword documentationhttp://www.inboundid.com

Assets Optimization


Content Optimization


content insight


content insight

moz.com


but not like thisFilm Star Wars diproduksi di amerika. Star Wars episode 7 ini diberi judul The Force Awakens. Film Star Wars yang dirils tahun 2015 adalah film Star Wars banyak menjadi pembicaraan di kalangan penggemar Star Wars.

keyword prominence

the higher up on the page a keyword first appears, the more Google considers that page about that keyword.

use your target keyword in the first 100-words of a page and important HTML tags.

Query Deserve Freshness (QDF)google in it natural way will always try to show the most recents and relevant results for their search queries.

important HTML tagurl structure

straightforward & meaningful URL (keyword rich) consolidate www & “non www” url, use 301 redirection. canonical url for pagination

important HTML tag

<title>

appealing and compelling title with focus keyword included.

<heading>

focus keyword on your <heading> tag will encourage google that your contents is highly relevant to the keywords.


important HTML tag

<img alt=“”>

image results on universal search are relying on the alt tag of your images.

Structured Data

Structured Data

Search Console Data Highlighter

XML Sitemap

video optimizationhttp://www.inboundid.com

google video markup


video sitemaphttp://www.inboundid.com

<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:video="http://www.google.com/schemas/sitemap-video/1.1"> <url> <loc>http://www.example.com/videos/some_video_landing_page.html</loc> <video:video> <video:thumbnail_loc>http://www.example.com/thumbs/123.jpg</video:thumbnail_loc> <video:title>Grilling steaks for summer</video:title> <video:description>Alkis shows you how to get perfectly done steaks every time</video:description> <video:content_loc>http://www.example.com/video123.flv</video:content_loc> <video:player_loc allow_embed="yes" autoplay="ap=1"> http://www.example.com/videoplayer.swf?video=123</video:player_loc> <video:duration>600</video:duration> <video:expiration_date>2009-11-05T19:20:30+08:00</video:expiration_date> <video:rating>4.2</video:rating> <video:view_count>12345</video:view_count> <video:publication_date>2007-11-05T19:20:30+08:00</video:publication_date> <video:family_friendly>yes</video:family_friendly> <video:restriction relationship="allow">IE GB US CA</video:restriction> <video:gallery_loc title="Cooking Videos">http://cooking.example.com</video:gallery_loc> <video:price currency="EUR">1.99</video:price> <video:requires_subscription>yes</video:requires_subscription> <video:uploader info="http://www.example.com/users/grillymcgrillerson">GrillyMcGrillerson </video:uploader> <video:live>no</video:live> </video:video> </url> </urlset>

https://developers.google.com/webmasters/videosearch/sitemaps

hosted embedtraffic from the

search result to hosted landing

page

easier to manage and low server resource consumption

server resource consumption

traffic directed to original place where video is uploaded e.g. Youtube

YouTube SEO

key factors

controlled

video title video description thumbnails tags

user experiences

views retentions comments / reactions subscribes shares

Creator Studio

mobile optimization


page speeeeeeed!

for mobile SEO, 90% of your problems solved here.

responsive web design


Responsive design serves all devices with the same code that adjusts for screen size.

<meta name="viewport" content="width=device-width, initial-scale=1.0">

Google recommend using responsive web design because it: • Makes it easier for users to share and link to your content with a

single URL. • Helps Google’s algorithms accurately assign indexing properties

to the page rather than needing to signal the existence of corresponding desktop/mobile pages.

• Requires less engineering time to maintain multiple pages for the same content.

• Reduces the possibility of the common mistakes that affect mobile sites.

• Requires no redirection for users to have a device-optimized view, which reduces load time. Also, user agent-based redirection is error-prone and can degrade your site’s user experience

• Saves resources when Googlebot crawls your site.


responsive web design

https://developers.google.com/webmasters/mobile-sites/mobile-seo/common-mistakes/

dynamic serving


Dynamic serving serves different code to each device, but on the same URL.

GET /page-1 HTTP/1.1Host: www.example.com(...rest of HTTP request headers...)

HTTP/1.1 200 OKContent-Type: text/htmlVary: User-AgentContent-Length: 5710(... rest of HTTP response headers...)

dynamic serving

http header for each user agents

important notes:need to correctly detect user-agents.


separate URLs

Separate mobile URLs serve different code to desktop and mobile devices (and perhaps even tablets), and on different URLs.

On the desktop page (http://www.example.com/page-1), add:

<link rel="alternate" media="only screen and (max-width: 640px)" href="http://m.example.com/page-1">and on the mobile page (http://m.example.com/page-1), the required annotation should be:

<link rel="canonical" href="http://www.example.com/page-1">This rel="canonical" tag on the mobile URL pointing to the desktop page is required.

separate URLs

annotation in the HTML for separate URLs mobile site

App Store Optimization

It is the process of improving the visibility of a mobile app (iPhone & Android) in the app store (iTunes & Google Play)

And, increase brand visibility on the app store.

App Store Optimization

Key Factors

ASO On-Metadata: App Name Icon Description Screenshots

ASO Off-Metadata Factors: Installs Ratings and reviews Social Links

good app anatomy

• clear app title • trustable developer

• compelling image and video

• clear app description with features and focus keywords included

• positive reviews and ratings • replied reviews

Online Authority


online authority • Organic Search Optimization = WOM• More authority > more trust > better ranking• Social Authority• Don’t spam!

linksideal scenario • create valuable and shareable content / services • promote it on network where your audiences is and engage • people read your content, love it, share it on social, link to it

from their own pages

viral link-baitsbe first!

rewards sharing • increase virality of your contents by encouraging your

audiences to share your contents

user generated • quiz & competition • community contents

outreach campaign• find your outreach target • tell your stories • request for links

sponsored content

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important metrics


clicks, impressions, ctr

positions

important metrics


important metrics


other tools: SEO Monitor


that’s iti’m a huge fan of coffee, a venti long black and we’ll talk more!

@[email protected]://www.inboundid.com+628118301984


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Marketing

Search Engine Optimization