E seller e book ( RAGHU )

The eSellerMedia.com
SEO crash course

of 19
SEO crash
course
Go to www.esellermedia.com for more eseller ebooks
Contents
SEO in numbers.......................................................................................................................................3
Comparing spend on Google Adwords to SEO ....................................................................................4
Why do we need SEO? ................................................................................................................................5
How good is your SEO? ..............................................................................................................................6
Key ingredients to SEO – Blogging ...........................................................................................................7
Key ingredients to SEO – Keywords .........................................................................................................9
Key ingredients to SEO – Link Building ..................................................................................................10
Key ingredients to SEO – Content Marketing .......................................................................................11
Key ingredients to SEO – Black Hat ........................................................................................................12
Why should you follow a Panda? .......................................................................................................13
Going beyond Google? .............................................................................................................................14
What do SEO agencies do? ......................................................................................................................15
Find a great agency .....................................................................................................................................17
A quick word on Flash ................................................................................................................................18
SEO wrap-up – 10 Factors when Optimising .......................................................................................19
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SEO crash
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1SEO in
numbers
• 2 – Search is the second biggest online activity after email
• 82.6% – percentage of web users use search to find things
• £514m – estimated value of UK search industry
• 60% – proportion of people who click on top 3 Google results
• 7 in 10 – clicked links are organic listings
• 4:5 – ratio of searchers who rarely or never click on paid listings
• 1 in 3 – b2b marketers spend more on SEO than any other marketing tool
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SEO crash
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2 ...........................................................................................
Google Adwords Example Costs
On average the term ‘silk scarves for women’ gets 1300 monthly searches
in the UK and at the time of writing to be number one on Adwords for
that term would cost £2.30.
It would be expected that the click through rate (CTR) for this would be
around 3% for a well written advert. Therefore in one year, using Adwords
you would receive approximately 468 visits at a cost of £1076.
Organic Google Listing Value
For the same term to be #1 on Google’s natural listing you would get a
CTR of approximately 32% providing approximately 4990 visits/year.
To get this many visits on Adwords it would cost over £11,000. Even the
number 3 slot in the natural listings would provide around 1000 visits a
year, worth £2300 in ad spend.
Source: Noovo Creative
Comparing
spend on Google
Adwords to SEO

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SEO crash
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Most of your
customers
come to you
via a search
engine and
so appearing
high in their
rankings is
a business
necessity
................................................................................................................
Search engines send out their spiders to crawl the web, find out
what’s new, who is linking to what and where the action is.
These little critters send back their data and inform
organisations such as Google, Yahoo and Bing what the web
looks like.
When a user types in their search terms, the data gathered from
the spiders is rapidly searched and the most relevant appears at
the top of the results.
For most users, the first page of search results is the only one
they ever see. Results which appear on pages 2, 3 and onwards
receive a mere fraction of the traffic gained by those on the first
page.
By Andy Atalla, founder and director of atom42
3Why do we
need SEO?

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SEO crash
course
If your site is visited every day then this is, in most cases, an
excellent result. However, if it is just once a week, this is still
a good result for many companies.
Perform a site audit
You need to ensure your site is easy for the search engines
to understand and that your code is up to scratch.
Use relevant keywords
Spend a little time working out which words or phrases are
used by your potential customers. Ensure these terms are
used on their relevant pages and in the right places – page
titles are the most important.
Create engaging content
Gaining links is seen as a recommendation by search
engines. By creating interesting and exciting content there
is more chance that people will post links on social media
sites, their own blogs and websites.
Use social media
Social media can generate traffic, links and buzz in general.
It also helps you to find out what people think of you.
By Andy Atalla, founder and director of atom42
Type your
company name
into a search
engine. It
should be fairly
high up on the
first page. If
not, you have a
problem.
The next step is to find out when
you were last visited by a search
engine spider, you can find out by
clicking ‘cached’, which is found
close to the search listing. The
busiest sites are visited very often,
and have good SEO rankings.
.............................................................................................................
4How good is
your SEO?

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SEO crash
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5Key ingredients
to SEO - Blogging
One key method to bolster your online marketing is simply through blogging,
something that we do on a daily basis. Writing a blog can be done by pretty
much anyone with a computer; writing a good blog which shares advice and
demonstrates industry knowledge is a skill.
By publishing industry-related blog posts, business owners can communicate
expertise and personal style, while building and maintaining relationships with
potential customers.
In addition to promoting discussion with your clients and driving traffic to your
site, blogging can also help bring fresh content and new links.
Kelvin Newman, Director of Strategy at SiteVisibility
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SEO crash
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From a brand perspective if you get the content right this can help grow a
community and provide a personality for your organisation, which is very
powerful.
In terms of organic search blogging allows you to wax lyrical about
subjects within your business experience or related experience which helps
broaden the range of terms which can help drive visitors to your site.
Remember to include links in your blog posts, either to external sources,
reports or news stories that you might reference and also to your own
content, white papers and previous blog posts on your site where it makes
sense to do so.
Linking to other documents on the web where it is natural and logical to
do so, adds value to users and also helps search engines discover and
understand more about the nature of your pages and those that you link to.
Linking to external sources shows that you’re a good “web citizen” though
of course you may want to limit this to within your blog content and not on
your corporate information pages.
Nichola Stott from theMediaFlow
5Key ingredients
to SEO - Blogging
cont/... ....................................................................................

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SEO crash
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.............................................................................
6Key ingredients
to SEO - Keywords
Focus on
what your
site actually
offers, or
visitors will
just bounce
straight back
out of your
site
How can you improve your website’s SEO with keywords?
Here are our tips:
For ecommerce websites, your keywords should be focused
on your product: what is it that you sell? What keywords will
your customers search for in order to find you?
The process of choosing your keywords is more than just
thinking about what customers will search for.
We suggest:
1. Create a list of potential keywords (relevant words, but
not too common terms either).
2. Enter the proposed keywords into keyword research
tools (such as Google Adwords Keyword Tool), to
determine how strong they are.
3. Research your keyword list again, creating two lists: one
of broad keywords (ie “clothing”, “toys”, etc) and targeted
keywords (ie “blouses”, “jeans”, “toddler toys”,
“transformers” etc).
4. Include them on your page – make sure it reads naturally,
but try to include 3-4 related keywords per page (analyse
your keyword density by entering a page here).

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SEO crash
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7Key ingredients
to SEO - Link
Building ..........................................................................................
In the past that had led to some people deliberately
trying to manipulate links to a page thus artificially
inflating the signals that tell a search engine a page is
useful or important. Whilst occasionally some of these
low-rent tactics may still work it is inadvisable to base
your link strategy on engineered tactics.
In 2012 Google in particular introduced a number of
algorithm changes designed to identify and demote
pages that use manipulated, ‘spammy’ link tactics.
Instead focus on creating original, interesting content
that speaks to your audience, and marketing that
content using social media, PR and marketing
strategies that will help you earn natural good-quality
links and remember - make your content easy-to-
share with social buttons or embed codes for graphics
files.
Amongst many
other factors,
search engines
use links to a
page to help
understand
and evaluate
how and where
that page
should rank.

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SEO crash
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Think of the Sunday papers that give away a free CD
with purchase, or tabloids that use TV to advertise a
shocking exclusive.
Content itself can be a product and products need
to be marketed so that they are in front of your target
audience, and so that they tell the right story at the
right stage of a consumer purchase-journey.
Having great, original and compelling content is only
the first stage; marketing that content through organic
search, social media and online PR is essential for your
online visibility.
8Key ingredients
to SEO - Content
Marketing .....................................................................................
Even the most
established and
oldest media
continue to
market their
content.

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SEO crash
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‘White hat’ refers to proper optimization that is allowed
by most search engines – this ebook is full of white
hat examples. Some Black hat examples are:
1. Link pyramids: Creating other websites to provide
backlinks to a main site.
2. Keyword stuffing: Very, very small text stuffed
with keywords
3. Invisible text: writing that is the same font colour
as the background to hide it
4. Doorway pages: Designed to attract search
engines, but redirect users to a new website
5. Stolen content: duplicated content from other
websites (known as “scraping”)
These are just a handful of examples. There are many
more, including more complex techniques involving
proxy servers and IP addresses, that are used to trick
search engines.
9Key ingredients
to SEO - Black Hat ..........................................................................
When you
optimize your
website, it’s
important to
play by the
rules. ‘Black
hat’ SEO
techniques are
frowned upon
by Google and
it has taken
action to lessen
their impact.

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SEO crash
course
.........................................................................................
The main lesson? Avoid poor-quality content.
Poor-quality content lowers your site’s ranking
through Google Panda. Even if your site has a lot of
unique, relevant, original content, the poor-quality
stuff can still damage your site.
The Google Webmaster Central blog offers some
insight into what you need to be careful with:
• Duplicate, overlapping or redundant articles on the
same or similar topics
• Mass-produced content by a large number of
creators, or spread across a network of sites
• Short, unsubstantial articles that lack helpful
specifics
• Are the pages produced with great care and
attention to detail?
• Does this article have spelling, stylistic or factual
errors?
Should your ecommerce website be affected by a
Google Panda update, you should improve your site,
remove low-quality content, improve your SEO (white
hat only!) and ask Google to reinstate your ranking.
Removing unwanted or damaged items will hugely
benefit your online sales.
Google Panda is
Google’s search
algorithm, acting
as a content
quality filter for
its search engine
rankings.
But why does it matter for ecommerce
websites?
The Google Panda algorithm was first
rolled out by Google in February 2011,
aiming to promote high-quality content
sites through lowering the rankings of
low-quality content sites.
Since then, the search engine has
released other Panda updates, which
have affected a number of websites.
For ecommerce entrepreneurs, Google
Panda offers lessons on what to do and
not do on your website.
10Why should
you follow a
Panda?

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SEO crash
course
....................................................................................................
1. Local results: both search engines offer local
results for users. So consider focusing your content
and optimisation on keywords related to location.
2. PageRank and links count a lot: good back-
links to your website and internal links will both
help improve your traffic, but it will improve your
website navigation and help you rank higher on
both Google and Bing.
3. Pay-per-click exists on Bing too: using the
same model as Google AdWords, Bing offers an
adCentre which helps you achieve click throughs
and improves your SEO.
4. Keywords: all search engines depend on
strong keywords. So try to make sure that your
domain name includes a keyword that is directly
related to what your ecommerce business offers.
It is therefore possible to rank on several search
engines at the same time, which should be
reflected in your SEO strategy.
Going beyond
Google?
In the Western
World, you’d
be forgiven for
thinking Google
is the only search
engine. But others
do exist like
Microsoft’s Bing.
As of November 2012, Google
accounted for more than 91 per cent of
UK search engine use. Bing accounted
for just 4.73 per cent, followed by Yahoo!
with 2.27 per cent.
There are quite a few similarities between
Google and Bing in terms of SEO. What
are some of the key similarities you can
use in your SEO strategy?
11

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........................................................................
What do SEO
agencies do?
12Just as in any other industry, there are good and bad SEO
agencies. The main sign of a good SEO agency is that it only
engages in white hat SEO techniques.
The truth is that SEO can be done in house: it isn’t a dark art
that requires insider knowledge of Google, but it does require
dedication and a long-term strategy.
Where an agency can help is in their expertise and talent. Many
growing ecommerce sites simply don’t have the time to dedicate
themselves to proper SEO development
There are certain things that you can do before hiring an agency:
• Keywords: ensure that you have a list of keywords for your
site, and use these (where relevant) over and over on your site.
• Copy: keep your website copy tight and fresh. Ensure you
update your ecommerce site as often as possible with blogs,
new products, new pages and categories and testimonials.
Is it worth
paying for
an SEO
agency to
boost your
ecommerce
website’s
rankings
online?

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SEO crash
course
SEO agencies are best placed for the next phase of improving
your SEO, where it becomes important to build up the number of
back links to your website.
Back links are vital as they give your website credibility. The more
back links you have from strong sources (such as news outlets,
academia and reputable/popular websites), the more “Google
juice” your site will receive.
There are two techniques for this. First, the organic way, where
your site and its content sells itself – the copy you write and the
products you have on your website are so good that others will
link back to you.
You can achieve this through a good SEO / PR strategy, in which
journalists link to your website in online articles, or through a
good social media strategy, where the more you share through
Twitter and Facebook, the more people will link back to you.
The second main technique is encouraging many sites to link to
you independently. Again, unique content is important for this,
which you can help provide in advance.
........................................................................
What do SEO
agencies do?
cont/...
12There are
no magic
bullets
for SEO,
however if
you decide
to hire an
agency and
want to
see drastic
results,
budget for
the agency
to work for
you for six
months to a
year.

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SEO crash
course
Also consider:
• How does their website look?
• Does it come high up in search rankings?
• Do they provide case studies of successful
campaigns?
• What professional affiliations do they have?
• Are they accredited in some way?
• What other marketing services do they offer?
• Do they use Black Hat practices?
• Can they provide references?
Cross out the ones that don’t respond to your initial
query within 24 hours – these are either unreliable or just
too busy for the customer service you need.
Ideally, you will find a company that has worked on a
business similar to yours in both what you sell and your
business’ size. An SEO agency that has worked in your
industry will be able to offer a better proposition because
of previous knowledge.
Throughout the process, remember that SEO is one of
the most effective ways of marketing and promoting
your business and generating new sales. It isn’t always
easy to find the perfect fit, but once you do, it can help
your business grow like lightening.
..................................................................
Find a
great agency
13
So start your search by asking
colleagues, contacting site owners
of sites you visit, and looking at
popular SEO forums to find good
recommendations. You can also find
good recommendations and advice
on choosing an agency with the
InternetRetailing Procurement Guide
here.
Reliable SEO
agencies
have a strong
reputation
and industry
presence.

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14A quick word
on Flash ..........................................................................
Adobe Flash is a brilliant product that lets web developers create
dynamic video and lively animations on websites. But Google can’t
easily see content that is constructed in Flash, so it should be used
sparingly.
While it may make your site visually appealing, generally it is not a
good idea to build your site with Flash as it will work against you
in search engine rankings. (The same goes for Javascript – search
engines aren’t able to read it very well. So use it sparingly!).
Google can’t
easily see
content
that is
constructed
in Flash.

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SEO crash
course
1. Identify your audience
2. Create relevant content
3. Find the best keywords
4. Optimise your article’s title
5. Optimise your headings & subheadings
6. Use title & alt attributes
7. Create static & XML site maps
8. Don’t use flash
9. Avoid link farms
10. Establish your business on social media channels
By Ben Austin CEO of SEO Positive
www.seo-positive.co.uk
15 ................................................................
SEO
wrap-up
10 Factors
when Optimising

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SEO crash
course
...................................................................................
Everything you need to know about selling on Pinterest
Pinterest is the latest social media phenomenon to take the web by
storm.
CLICK FOR FREE ACCESS
Selling Online in 30 days
The ultimate guide to getting your ecommerce business set up quickly
– no staff, no tax, no network, just sales.
How to make your customers love you
A clear set of guidelines for giving customers the best possible
experience when they visit and buy from your ecommerce website.
These tips will earn you glowing reviews, peer-to-peer referrals and
most importantly repeat custom
Everything you need to know about selling on Facebook
All businesses should have a presence on Facebook, but moving
from a brand awareness exercise to selling your company’s goods or
services is the next logical step.
Expert Online Marketing
A detailed set of guides covering the main aspects of marketing
online; from email to social media via Google analytics.
SEO crash course
Your must-read introduction to the essential principles of search
engine optimisation and how these can be applied to give your
ecommerce business a genuine boost.
FREE OFFERS
from eSellermedia.com
Successful selling
online in 30 days
Created by and brought to you courtesy of
We hope you enjoyed your visit to Top Drawer recently. As a thank you for your support, we would like to
offer you this FREE e-booklet, which gives you comprehensive and easy to understand, advice on getting
your business online. Many of you have expressed an interest in ecommerce and, most recently, over 37%
have indicated that you have an online presence. At Top Drawer, we are dedicated to providing you
with the right product and right business advice to help you maximise your business potential both on and
offline. We hope that you find the enclosed information useful, and look forward to seeing you at our next
Top Drawer event in September, 15-17th 2013.
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