SEO Fundamentals
Google, SERPs, & all the fun stuff
Introduction to Next Digital
Offices in Sydney, Melbourne, Kuala Lumpur,
Singapore, Manilla and Shanghai
Full service digi...
A little bit about Google
The Google of Yesterday
The Google of Today
The Google of Tomorrow
Let’s talk SEO
SEO Pillars
Effective SEO can be broken down into 4 key elements
Technical Content
Offsite / Promotion Search Ecosystem
Technical
Technical SEO aims to ensure your site has a solid foundation that allows for
optimal crawling and user interact...
Provide Answers
Titles & headlines
Conversational content
Utilise audience voice and intent
Overall domain authority for t...
Research & Targeting
Internal searches
Trending conversations
Competitors
Have an idea? Google it first.
Google Keyword Pl...
Titles & Meta
56 characters for Page Titles (incl
spaces)
160 characters for Meta description (incl
spaces)
Meta Keywords ...
Imagery
Image file names
ALT text
Title tags
Surrounding content
Original imagery
Avoid Stock Imagery
“Images are the 2nd ...
Authorship
Personalisation
Influence &
authority
Branding
Association
Measurable
“Authorship is expected to play a key rol...
Video Integration
Verify YouTube page
Optimise YouTube Channel
Tagging of videos
In depth descriptions on YouTube
Video Si...
Evergreen Content
Make content work harder for longer
• Catering historical content to trends
• Re-promote when relevant
•...
Penalties
Major updates have major impacts on the internet
“Algorithm updates occur almost daily, following the rules is v...
The Don’t Do’s of SEO
Spam or create irrelevant
press releases
Use article submission
software or services
Pop-ups, pop-un...
Editorial vs Advertorial
“Please be wary if someone
approaches you and wants to
pay you for links or "advertorial"
pages o...
Linking
“Outbound links are the greyest area of SEO at present. NoFollowing is
the safest bet for outgoing links”
User Generated Content
Add user voice
Increase freshness
Increase relevance
Increase engagement
“User generated content ca...
Social Sharing
Direct influence Indirect influence
“Encouraging sharing and conversation via search has both direct and
in...
Google
“Google is increasing providing their own answers to questions, optimising
with and for their services is vital or ...
Q&A
http://daylandoes.com
@daylandoes
Plus.google.com/+daylanpearce
Thank you
www.nextdigital.com
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SEO Fundamentals - A Look Under The Hood of Google SERPs in 2014

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A presentation I did on the fundamentals of SEO in 2014 (so far).

This presentation takes a look under the hood of Google and the positioning of its organic search results. What Google search used to be, what it is today and where Google are heading in the future.
If you're after an overview of SEO in 2014, or even just a high level overview of the basics of SEO in general, then this presentation is a pretty good place to start.

Hope you enjoy.

Published in: Marketing, Technology, Design
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SEO Fundamentals - A Look Under The Hood of Google SERPs in 2014

  1. 1. SEO Fundamentals Google, SERPs, & all the fun stuff
  2. 2. Introduction to Next Digital Offices in Sydney, Melbourne, Kuala Lumpur, Singapore, Manilla and Shanghai Full service digital strategy & execution 180 employees Integrated marketing solution experts Dedicated search marketing team
  3. 3. A little bit about Google
  4. 4. The Google of Yesterday
  5. 5. The Google of Today
  6. 6. The Google of Tomorrow
  7. 7. Let’s talk SEO
  8. 8. SEO Pillars Effective SEO can be broken down into 4 key elements Technical Content Offsite / Promotion Search Ecosystem
  9. 9. Technical Technical SEO aims to ensure your site has a solid foundation that allows for optimal crawling and user interaction. There are many signals search engines use relating to your site, including but not limited to : Domain Hosting Tagging Internal linking Broken links and errors Duplicate content XML sitemaps Sub-domains SSL and secure config ALT tags Robots.txt file JavaScript integration Rich Snippets Schema mark-up Site speed Header config URL structure Meta Robots Accessibility Mobile accessibility Analytics Tag management Widgets and Plugins Image links Backlink profile Titles Geo-Targeting Image optimisation Canonical Tags Redirects
  10. 10. Provide Answers Titles & headlines Conversational content Utilise audience voice and intent Overall domain authority for the topic Sub headings that address specifics “Google is an answers engine. SEO is about finding what questions are being asked, and providing a better answer than anyone else”
  11. 11. Research & Targeting Internal searches Trending conversations Competitors Have an idea? Google it first. Google Keyword Planner “Locate opportunities from your data and your competitors”
  12. 12. Titles & Meta 56 characters for Page Titles (incl spaces) 160 characters for Meta description (incl spaces) Meta Keywords is a dead field “Old school fundamentals are still important for SEO”
  13. 13. Imagery Image file names ALT text Title tags Surrounding content Original imagery Avoid Stock Imagery “Images are the 2nd most popular search results. Capitalise on this audience”
  14. 14. Authorship Personalisation Influence & authority Branding Association Measurable “Authorship is expected to play a key role in the direction of search in the future”
  15. 15. Video Integration Verify YouTube page Optimise YouTube Channel Tagging of videos In depth descriptions on YouTube Video Sitemaps on site Encourage comments Engage with comments & on videos “Integrating video into search increases CTR/conversion by 160%”
  16. 16. Evergreen Content Make content work harder for longer • Catering historical content to trends • Re-promote when relevant • Refer to older articles when relevant “Updating older content can reinvigorate conversations and sharing”
  17. 17. Penalties Major updates have major impacts on the internet “Algorithm updates occur almost daily, following the rules is vital for long term success. ”
  18. 18. The Don’t Do’s of SEO Spam or create irrelevant press releases Use article submission software or services Pop-ups, pop-under’s and malware Jump on every social network Create nonsense content Overdo exact match anchor text Spammy title tags Buy links Keyword stuff Try to game the algorithm Buy editorial Cloak functionality Create gateway sites Duplicate / clone content Spam comments Participate in link exchanges Hide text “Whatever you do online, do it for readers – not robots. ”
  19. 19. Editorial vs Advertorial “Please be wary if someone approaches you and wants to pay you for links or "advertorial" pages on your site that pass PageRank. Selling links (or entire advertorial pages with embedded links) that pass PageRank violates our quality guidelines, and Google does take action on such violations.” Google Feb 2013 “Un-cited paid advertorial will now result in penalties. ”
  20. 20. Linking “Outbound links are the greyest area of SEO at present. NoFollowing is the safest bet for outgoing links”
  21. 21. User Generated Content Add user voice Increase freshness Increase relevance Increase engagement “User generated content can have massive benefits for sites, as long As implementation is correct”
  22. 22. Social Sharing Direct influence Indirect influence “Encouraging sharing and conversation via search has both direct and indirect benefits to SEO”
  23. 23. Google “Google is increasing providing their own answers to questions, optimising with and for their services is vital or search engine survival”
  24. 24. Q&A http://daylandoes.com @daylandoes Plus.google.com/+daylanpearce Thank you www.nextdigital.com

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