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Creo-Whitepapers-SEO S.E.O. Achieving efficient search results & increased website user traffic A CREO Guide to Improving your Business / v01. Contents “Weareafullservicebrand About this Whitepaper 4 Panda, Penguin, Hummingbird... 6 agency,providinginnovative Keywords 8 designsolutionsandeffective Page Title Tag 10 marketingstrategy.” Meta Description 12 We help businesses connect with their customers online – providing Heading Tags 14 a range of industry leading services from Organic Search Engine Optimisation (SEO) and Pay Per Click (PPC) Management, Social Media Images 15 and Brand Management. Page Content 15 We thrive on building long lasting client relationships and delivering true value for money. We’re passionate about what we do - and that shows in Domain Names and URLs 16 our work. Creo will help you build your brand online and achieve a ROI Site Speed 17 that can be clearly measured against your bottom line. Rich Search Results 18 Mobilegeddon 20 Accelerated Mobile Pages (AMP) 21 Glossary of Terms 22 Brand. Digital. Strategy. A company’s brand identity Digital is the execution and Strategy is increasing the is how that business wants to maintenance of your brand digital reach of your brand, be perceived by consumers. on all your digital channels. products and services. Copyright 2017 Creo Interactive Ltd Share this guide: 2 Optimisation techniques can be About this whitepaper broken down into on page and off page techniques: The main purpose of a search engine On page optimization techniques is to provide the searcher with the On page optimization includes those techniques that can be done on the pages most relevant information relating of a website. On page optimization relates to those things that are within your control — i.e. the content of your website. On page optimization techniques help the search engine crawlers read the website content. A readable site helps to show to their search query. quality and will result in higher ranked web pages. Search engine optimisation (SEO) involves designing, writing, and coding a website Off page optimization techniques in a way that helps to improve the volume and quality of traffic to your website from people using search engines. These “free,” “organic,” or “natural” rankings on Off page optimization includes those techniques that can be done outside your the various search engines can be influenced, but not controlled, by effective SEO website to increase traffic to your website. The various free off page optimization techniques. techniques (also known as free traffic sources) that you can use to drive traffic to your website and increase its ranking level in major search engines include link swaps, blogging, social networks, white papers, infographics and forum postings. Google decide the authority and rele- Google also sees links to your site as a ‘vote’ for your site. If a well-respected site links to your site, then this is a recommendation for your site and you would be vance of the web pages they rank by placed favourably in Search Engines. calculating a score based on “over 200 So we’ve created this guide for you and packed it signals for ranking” within their ever full of hints, tips and relevant links to help you with changing algorithm. your on page SEO efforts in 2017. Although Google keeps these 200 factors a secret they are open about a number of best practices that they recommend to ensure your site can be crawled and understood. This will give you a better chance of ranking for your desired terms. Copyright 2017 Creo Interactive Ltd Share this guide: 5 Panda, Penguin, Hummingbird... Google Hummingbird Hummingbird came out in 2013 and was a complete overhaul of the entire Google algorithm. The goal of the Hummingbird Google has multiple named algorithm is for Google to better understand a user’s query. There is speculation that these changes were necessary in parts of the algorithm that order for Google’s voice search to be more effective. Hummingbird has had other named updates, such as Payday influence search rankings. designed to fight spam, Pigeon designed to improve local results, Top Heavy designed to demote ad-heavy pages, Google Panda is part of the algorithm that is specific to the quality of content, Mobile Friendly -Mobilegeddon designed to reward mobile- Penguin is specific to the quality of links, and Hummingbird is Google’s part of the friendly pages and Pirate designed to fight copyright algorithm for handling conversational search queries accurately. infringement. Google Panda Google RankBrain RankBrain came out in 2015 and is an algorithm learning Google Panda was introduced in 2011, it takes the quality of artificial intelligence system. It helps Google to process a site’s content into account when ranking sites in the search search results and provide more relevant search results for results. For sites that have lower quality content, they would users. Behind content & links, RankBrain is considered the likely find themselves negatively impacted by Panda. As a third most important signal in determining ranking on Google result, this causes higher quality content to surface higher in search. the search results, meaning higher quality content is often rewarded with higher rankings, while low-quality content drops. Google Penguin Google Pigeon Mobilegeddon The Penguin update was brought out in 2012 and its goal was to reduce the trust that Google has in sites that have cheated by creating unnatural backlinks in order to gain an advantage in the Google results. While the primary focus of Penguin is on unnatural links, there can be other factors that can affect a site in the eyes of Penguin as well. Links, though, are known to be by far the most important thing to look at. Copyright 2017 Creo Interactive Ltd Share this guide: 7 Leverage synonyms and closely related terms. If your page contains synonyms of your targeted keyword, Google will Keywords understand that your page is actually about the subject title and you will benefit from a higher page rank. Co-occurring words are words that are frequently found together in the In a post-Hummingbird world, same document. To find these run a search on Google and analyse the top three results in a keyword cloud tool. Scan through the results and some people say keyword look for words (not the core term) that are similar between each of the analyzed pages. research is not important - Synonyms are words that can be used interchangeably. You can use google to help you find synonyms for your keywords. Perform a search in don’t listen to them! Google and they will list synonyms as suggestions at the bottom of the first page of the results. Hummingbird doesn’t negate the need for keywords, it just recognises the intent of your search query more clearly and may re-word it on the way to the index servers so Identify money-making keyword phrases that your question can be best answered. Some pages on your site should prioritize money-making keyword phrases (those that lead to a sale, as identified by examining your metrics) and Knowing what keywords your target audience will use to find the products or services make sure you position them within your page so that search engines and that you offer is the most critical consideration in search engine optimization. your audience can easily identify them. Identify Long Tail Keyword Phrases Points to consider when undertaking keyword Long tail keywords are keywords with three or more words in them. They are very targeted and usually don’t have huge search volumes but they research: can convert at a better CPA. The following pages discuss a very specific run- Find Your Core Keywords down the HTML elements and structures that are Put yourself in the shoes of your prospects and start by brainstorming all the keyword phrases they might use, both single words and up to four or five recognized by search engines. You’ll want to put keyword phrases (called long tail keywords). your keyword phrases in these places to ensure Adapt your keyword strategy for conversational queries. the SEO power of each of your pages! The first challenge Google has to deal with today is the growing number of conversational phrases people use to search the Web. Consider adding other words the beginning or end. Common ones searchers use are “how to”, “how to do”, “how do I”, “how can I”, or “where can I find”. Copyright 2017 Creo Interactive Ltd Share this guide: 9 Here’s a quick checklist with some tips on how Page Title Tag to write optimized title tags: ThePageTitleTag(ormore Keyword Placement: Your most important words (keywords) need to be first in your title tag, with your least important words being last in the title accuratelytheHTMLTitle tag (most to least). Element)isstillthemost Keyword Separation: Use pipes | to separate important (keyword) phrases (no commas, underscores, dashes or any other punctuation unless the importanton-pageSEOfactorto keyword is written that way). Wording: Keep your important phrases short and simple. Leave out words addressonanywebpage. that would make it read like a sentence. (e.g., and, if, but, then, etc.) Title tags are part of the meta tags that appear at the top of your HTML inside the Company Name: If your company name is not part of the important <head> area. Think of title tags like the title of the chapter of a book. It tells people (keyword) phrases, put it at the end of the title tag - separated from your and search engines what your page is about. keywords with a | character; if it is part of your important words, put it as the first words in the title tag. Title tags are also part of what makes people decide whether to visit your site when it shows up in the search results.
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