This document provides an introduction to search engine optimization (SEO) fundamentals. It discusses key elements of SEO including technical aspects, content, off-site promotion, and the search ecosystem. The document also outlines important SEO strategies and best practices such as optimizing titles, meta descriptions, images and video. It cautions against black hat techniques and emphasizes the importance of quality content over tricks to manipulate search algorithms.
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
8. SEO Pillars
Effective SEO can be broken down into 4 key elements
Technical Content
Offsite / Promotion Search Ecosystem
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. 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. 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. 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. 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”
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. 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. Penalties
Major updates have major impacts on the internet
“Algorithm updates occur almost daily, following the rules is vital for
long term success. ”
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. 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. Linking
“Outbound links are the greyest area of SEO at present. NoFollowing is
the safest bet for outgoing links”
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. Social Sharing
Direct influence Indirect influence
“Encouraging sharing and conversation via search has both direct and
indirect benefits to SEO”
23. Google
“Google is increasing providing their own answers to questions, optimising
with and for their services is vital or search engine survival”