Basic SEO

Transcript

1. Search Engine Optimization ~ How to become famous blogger ~ Hotaka Tajima Sep, 24th, 2020 1
2. Introduction 2 Name : Hotaka Tajima Age : 22 Hobby : Soccer Favorite comic : Naruto Job : Sep 2018 ~ Sep 2019 => Web marketing intern (SEO) Jan 2020 ~ Sep 2020 => Sun* intern (Marketing)
3. Agenda 1. Why do we need SEO? 2. How Google search engine works 3. Each process of SEO 4. Summary 3
4. Agenda 1. Why do we need SEO? 2. How Google search engine works 3. Each process of SEO 4. Summary 4
5. Paid Media Position of SEO in Business Increase sales Increase customers Increase benefit Owned Media Earned Media Train TV Offline Online Listing Affiliate Display Facebook Twitter Instagram Newspaper 5
6. Other companies' media that we purchase the display surface and place ads. For example, Listing, Affiliate, display ads. Purpose of SEO is to increase traffic from owned media. *Traffic is number of users. 3 Type of Media Paid Media Owned media is any web property that we can control and is unique to our brand. For example, Website and service site. Earned Media Social networking and other media to gain consumer trust and reputation. For example, Facebook, Twitter, Instagram. Owned Media 6
7. 1. The quality of the incoming users is high. 2. An SEO-enhanced website can be an asset to our company. Why do we need SEO? 7
8. SEO Company Company Push Type Pull Type I don’t want to see this ads. Too much ads make me feel disgusting. I want to know this info. Thank you Sun*. I’ll buy your product someday. Search Ads ①The quality of the incoming users is high. Facebook Ads Twitter Ads 8
9. ②An SEO-enhanced website can be an asset to our company. As soon as you pay the rent (advertising costs), you get a home (effects). SEO Facebook Ads Twitter Ads Monthly rent (advertising costs) required. If you stop paying rent (advertising costs), you lose your home (effectiveness). You'll need rent all the time to keep going. Pay the monthly rent (SEO fees) and build a strong home (Website). However, it takes time (about 6 months to a year). Once the house (Website) is built, there's no need for rent and the home (effect) remains as an asset forever. 9
10. Agenda 1. Why do we need SEO? 2. How Google search engine works 3. Each process of SEO 4. Summary 10
11. 1. First, Googlebot crawls web pages to get information. Librarian look for some books and get these books. 2. The next step is to index the information which Googlebot got in first step. The librarian puts the books on the shelf 3. Googlebot returns pages that meet user’s search needs. The librarian lend books to people who want to borrow books 　　　　　　　　*Googlebot is the generic name for Google's web crawler. It goes to any pages and evaluates how much good this page or site is. How Google search engine works 11
12. ①Googlebot crawls web pages to get info. Link Link Link Link Link Link Link Link Link Link Link Link Link Link Web page 12
13. ②Googlebot indexs the info which Googlebot got in first step. 13
14. ③Googlebot returns pages that meet user’s search needs. 14
15. Let’s think about SEO form Google’s philosophy Larry Page once described the perfect search engine as understanding exactly what you mean and giving you back exactly what you want. Larry Page 15
16. Larry Page once described the perfect search engine as understanding exactly what you mean and giving you back exactly what you want. Let’s think about SEO form Google’s philosophy Figure out our target user Make content (Webpage) Make effort to tell Googlebot our contents Google’s philosophy What to do in SEO 16
17. We need to make it easier for those contents to be recognized (and evaluated) by search engines Process of SEO Figure out our target user Make content (Webpage) Make effort to tell Googlebot our contents We need to understand the interests and needs of the users who we want to reach for our business We need to create useful content that matches the needs and interests of our users 17
18. Agenda 1. Why do we need SEO? 2. How Google search engine works 3. Each process of SEO 4. Summary 18
19. We need to make it easier for those contents to be recognized (and evaluated) by search engines Process of SEO Figure out our target user Make content (Webpage) Make effort to tell Googlebot our contents We need to understand the interests and needs of the users who we want to reach for our business We need to create useful content that matches the needs and interests of our users 19
20. Figure out our target user I’m 48 years old. My son is now 17 years old. I want him to study something which is useful and high demand in the future. Recentry, I often search “programming school for high school students”. × I’m 18 years old. I’m really interested in programming and started to learn it from last Wednesday. I want to learn English as well. Recentry, I often search “programming english learning”. I’m 24 years old. I’m a still college student. My dream is to be a basketball player. So I belong to basketball club in my university. Recentry, I often search “Which professional basketball club easy to pass exam”. 20
21. We need to make it easier for those contents to be recognized (and evaluated) by search engines Process of SEO Figure out our target user Make content (Webpage) Make effort to tell Googlebot our contents We need to understand the interests and needs of the users who we want to reach for our business We need to create useful content that matches the needs and interests of our users 21
22. How to make good contents 1. First, choose keyword that our target users are likely to search for 2. Create an article structure that meets the needs of users. 3. Write article according to the article structure. 22
23. Figure out suggest keyword ①Choose keyword that our target users are likely to search for. https://goodkeyword.net/ We choose “Programmin g” because our business is closely related to programming. Know the volume being searched for on a monthly basis. Choose main keyword https://ads.google.com/intl/ja_jp/ho me/tools/keyword-planner/ 23
24. Figure out needs of users ②Create an article structure that meets the needs of users. Organize user’s needs and put original info. Search keyword What is programming? Pros and Cons of each languages Best programming languages to learn? Language type (machine, assembly) Most popular programming language Which is better for beginners, learning high-level programming languages or low-level? What is programming? Pros and Cons of each languages Best programming languages to learn? Language type (machine, assembly) Most popular programming language Which is better for beginners, learning high-level programming languages or low-level? Sun*‘s recommended programming languages 24
25. ③Write according to the article structure. Pros and Cons of each languages Best programming languages to learn? Language type (machine, assembly) Most popular programming language Which is better for beginners, learning high-level programming languages or low-level? Sun*‘s recommended programming languages What is programming? What is programming language? What is programming? Lorem ipsum dolor sit amet consectetur adipisicing elit. Reprehenderit tempora placeat neque nisi, minima veniam amet nesciunt provident corporis ipsam dolore labore voluptas, fugiat et iste ea nihil, sunt recusandae. Language type Lorem ipsum dolor sit amet consectetur adipisicing elit. Reprehenderit tempora placeat neque nisi, minima veniam amet nesciunt provident corporis ipsam dolore labore voluptas, fugiat et iste ea nihil, sunt recusandae. Which is better for beginners, learning high-level programming languages or low-level? Lorem ipsum dolor sit amet consectetur adipisicing elit. Reprehenderit tempora placeat neque nisi, minima veniam amet nesciunt provident corporis ipsam dolore labore voluptas, fugiat et iste ea nihil, sunt recusandae 　　　　　　　　　　　　　 . 　　　　　　　　　　　　　 . 　　　　　　　　　　　　　 . Sun*‘s recommended programming languages Lorem ipsum dolor sit amet consectetur adipisicing elit. Reprehenderit tempora placeat neque nisi, minima veniam amet nesciunt provident corporis ipsam dolore labore voluptas, fugiat et iste ea nihil, sunt recusandae 25
26. Make effort to tell Googlebot our contents We need to make it easier for those contents to be recognized (and evaluated) by search engines Process of SEO Figure out our target user Make content (Webpage) We need to understand the interests and needs of the users who we want to reach for our business We need to create useful content that matches the needs and interests of our users 26
27. 1. Site structure design 2. Design of internal links 3. Set up of sitemap 4. Markup structured data How to tell Googlebot our contents effectively. 27
28. ①Site structure design September Zoo 2020 Children Cat Picture Vest /vest/ Tshirt /tshirt/ Polo shirt /poloshirt/ Tops /tops/ Pants /pants/ Fashion Suit /suit/ tops/tshirt tops/poloshirt tops/vest Parka /parka/ tops/parka 28
29. ①Site structure design Fashion TPO Season Color Business Date Summer Winter White Black Bad example (It’s missing something) We haven't made a page that users can choose favorite clothes by color. 29
30. Bad example (There’s a duplication) We've created multiple pages with the same information. ①Site structure design Fashion Item Vest Parka Tshirt Pants Trousers Which category black skinny pants belong to? 30
31. ②Design of internal links Democracy on the web works. Google search works because it relies on the millions of individuals posting links on websites to help determine which other sites offer content of value. We assess the importance of every web page using more than 200 signals and a variety of techniques, including our patented PageRank™ algorithm, which analyzes which sites have been “voted” to be the best sources of information by other pages across the web. As the web gets bigger, this approach actually improves, as each new site is another point of information and another vote to be counted. In the same vein, we are active in open source software development, where innovation takes place through the collective effort of many programmers. https://www.google.com/about/philosophy.html?hl=en 31
32. A is more important than B because more pages vote for A. ②Design of internal links A Link Link Link B Link Link > 32
33. 1. All pages have to be connected with two-way links. Googlebot crawls pages by following links. If the internal links are one-way, the page is a dead end. 2. Each page has to be linked to a relevant page. Users are more likely to go to relevant pages, and Googlebot also uses internal links as a clue as to how relevant the pages are to each other. 3. Each page has to always have links to the toppage and top category. It eliminates the hassle of users staying on the detail page if they want to search for another product. Also Googlebot can get to the page in fewer steps by going to the top page. ②Design of internal links 33
34. ①All pages have to be connected with two-way links. ②Each page has to be linked to a relevant page. ③Each page has to always have links to the toppage and top category. Page 2 ②Design of internal links TOP CatB CatE CatF CatG CatD Page 3 Page 4 Page 6 Page 7 Page 5 Page 1 CatA CatC 34 Page 8
35. ②Design of internal links Tops Parka Tshirt Polo shirt Tops Parka Tshirt Polo shirt > It’s evaluated by Googlebot as a collection of related pages. => Easier to rank higher. It’s rated as one page by Googlebot. 35
36. ③Set up of sitemap TOP Page1 Page2 Page3 Page5 Page4 Page6 This page is difficult to be recognized by Googlebot because there are no links to this page. 36
37. ③Set up of sitemap TOP Page1 Page2 Page3 Page5 Page4 Page6 Sitemap Now, Googlebot is more easier to recognize Page 6. This is because Googlebot can get to the page 6 by going through the sitemap. 37
38. A sitemap is essential if the following conditions are met, because the search engines may not fully understand site's content. 1. The site is very large. 2. Few internal links or not properly linked 3. Few external links. (An external link is a link from an external web page to our web page.) ③Set up of sitemap 38
39. Have you ever seen this search result? ④Markup structured data 39 Recipe rich result FAQ rich result
40. ④Markup structured data 40 https://developers.google.com/search/docs/guides/search-gallery?hl=en Product rich result Product rich result Hotel rich result breadcrumbs list rich result
41. ④Markup structured data 41 https://schema.org/Recipe　https://schema.org/Product https://developers.google.com/search/docs/guides/intro-structured-data?hl=en
42. ④Markup structured data 42 1. Adding structured data to a web page allows us to display rich results on the search results screen. 2. It’s possible to increase search traffic with rich results because it looks flashy on the search results screen. 3. Structured data allows us to clearly communicate information to search engines
43. If you keep doing that action... This graph shows how much I was able to get users to my website. When I was 20, I created this website to experience SEO. Until now, I haven’t posted any articles for a year. But the amount of users are still increasing. This is outcome of another website. This website once changed its domain, so the amount of users suddenly dropped. But it’s recovering by keeping on posting articles. This website can get 300 users per one day. 43
44. Agenda 1. Why do we need SEO? 2. How Google search engine works 3. Each process of SEO 4. Summary 44
45. Summary The most important idea in SEO is "Don't think about the search engines. Think about users”. Due to Google's business model and philosophy, Google ranks websites that have useful information for users. So, what we need to do is to understand what users want and give them that information. 45
46. Thank you for listening 46