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Seo presentation
 

Seo presentation

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SEO Training presentation with bitesize information on SEO. This includes a comparison of link building activities, the steps you can take to improve your SEO, what black hat and white hat SEO is and ...

SEO Training presentation with bitesize information on SEO. This includes a comparison of link building activities, the steps you can take to improve your SEO, what black hat and white hat SEO is and a lot more. There are a few sides on Google Places as well.

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    Seo presentation Seo presentation Presentation Transcript

    • SEO Training
      (Bitesize SEO Help)
    • Who can I contact?
      Robert Steers
      Director
      0416 360 814
      rsteers@creativedevelopment.com.au
      http://www.creativedevelopment.com.au
    • The Algorithm(s)
      SEO Value = Links in + Page Content
      PR (A) = PR(B) + PR(C) + PR (D)
      The rank of a webpage is the sum of the value of links pointing at it. Just like recommendations.
      This is no longer the complete picture, but is still a base
    • Who are the main players?
      2006
      2011
    • Organic Search vs Paid Links
    • The Main Factors in SEO
      On Page Factors
      Meta Tags (Title & Description)
      Image Tags
      Content
      Bold and H1 Tags
      Originality
    • The Main Factors in SEO
      Off Page Factors
      Trustworthiness of a domain
      Links (Authority)
      Website loading speed (affects 5% of websites)
      Competition for keywords
      Google’s Fickle Algorithm
      http://www.seomoz.org/article/search-ranking-factors
    • Keywords
      The words that people are using to search for your services
      People use one word (plumber) or many words (Best Sydney Heritage Home Plumber)
      Understanding which words to aim for and which words people will actually use is an important part of the SEO process
      The main aim of selecting keywords is to be CONSISTENT, don’t overuse them in your website.
    • Selecting Keywords
      Use Google Keyword tool to find the most common keywords
      When thinking about which keywords to target think about these things;
      Your location is important
      When someone is ready to buy, they will put “buy…” at the start
      People doing research on a topic eventually buy
    • Long Tail Keywords
      90% of visitors to websites use keywords outside of the top 100 most frequently used
    • AIDA in Keyword Selection
      Think about the keywords people use when they go through the buying cycle (Researching, Comparing, finding retailers, purchasing etc)
      Researchers use words like “best…” “cheapest”
      Comparison shoppers use brand names
      People about to buy look first for local and then for the cheapest vendors
      When someone is ready to purchase they will look for reviews on the retailer.
    • Meta Tags
      Used by websites to describe content
      Found at the very start of a web page (before a Browser gets to build how it looks)
      In old HTML they had to be manually put in
      Most systems, like Wordpress, allow you to specify
      Google uses these (mostly) in its search pages
    • Image Tags
      • Found when you “mouse over” an image
      • Available as Alt (the mouse over ones) and Title tags
    • Content Quality
      What you have written about
      Is your content readable?
      Does it make sense
      Have you repeated yourself (negative points)
      For any good content, 250 words is the minimum amount before Google takes notice
      The volume (number of pages) of content is also an important factor
    • Bold and H1 Tags
      Bold tags make a word stand out, Google looks to see where you have put emphasis
      H1 Tags are used at the top of a document to give the page a visible title.
    • Originality
      Now even more important as Google is targeting duplicate content
      It is important to write in your own voice
      Don’t copy your competitors
      Don’t copy from other websites
    • Trustworthiness of a Domain
      This includes the following factors
      The age of the domain
      Where the website is hosted
      If the domain has been
    • Links
      Links coming from websites with high authority are the best way a website becomes highly ranked
      Links coming in from bad areas do nothing AT WORST. Poor incoming links will not harm you
    • Website Speed
      High speed websites indicate user experience
      Websites that load well and fast are more useful than those that don’t
      It is estimated this factor only affects 5% of websites, but that is likely to increase
    • Your Competition
      How well your competition ranks
      How many links they have
      How much content they have
      Their other ranking factors
    • Google’s Algorithm
      Google changes the fundamental structure of their algorithm a few times a year. They change the parts of the algorithm almost daily
      Over the years they have made changes that affect whole industries (gambling, pornography) and even targeted individual websites
    • 10 Commandments of Google
      Thou shalt not link to bad guys (porn, malware, virus)
      Thou shalt not keyword Stuff (make content readable)
      Thou shalt not cloak pages
      Thou shalt not steal content
      Thou shalt not use hidden links
      Thou shalt create original content
      Thou shalt use meta tags
      Thou shalt use Robots.txt
      Thou shalt link sparingly
      Thou shalt provide a site-map
    • Things Google has targeted for punishment
      Duplicate content
      Blog spammers (comment spamming)
      Spammers in general (content, keywords, forums etc)
      Websites that offer the viewer poor quality experience
    • Tools to use
      Open Site Explorer
      Yahoo Site Explorer
      Google Webmaster tools
      SEO MOZ Toolbox
    • Tips For SEO
      Write as much good quality content about your industry as possible (blog)
      Start exchanging links with other quality sites (or use a managed link exchange like linkmarket.net)
      Guest blog/write articles for other websites that allow you to promote yourself
      Engage in an industry forum that allows signature links
    • Tips to Turbo SEO
      Hold competitions with high value prizes
      Sponsor sports clubs/sporting events with the clause that you get a link back from
      Write contentious blog posts that could gain industry attention
      Use PR (talk to you local papers/industry mags)
      Try to generate customer testimonial videos
    • What about highly competitive markets?
      Engage an external link and content builder (oDesk)
      Re-Write blog content (into smaller attention grabbing chunks) and syndicate it to article directories
      Use Wordpress.com, Weebly.com, Blog.com to create supplementary blogs about your industry
    • A Link Wheel
      Link Directory
      Article Directory
      Link Exchange
      Social Media
      Your social networking pages
      Your own industry directory
      Your Supplementary blogs
      Your Website
      Link Directory
      Article Directory
      Link Exchange
      Social Media
    • What is a Link Wheel?
      Link wheels act as a template for building links back to your website
      You should only link in one direction (down to your website or across to your other “assets”)
      You need a high volume of links a the outer levels pointing in to a select few key websites you control
    • Things to keep in mind
      Use several browsers, and continuously clean the cookies/temp files off at least one. Google stores browsing information on your computer that influences the results only YOU see. If you want to see what the world sees you need a clean browser
    • What are “nofollow” links?
      A link can be given a nofollow attribute:
      <a href=“…” rel=“nofollow”>text</a>
      This tells a search engine that the website cannot guarantee the quality of the webpage it is linking to
      Whilst this was an issue in the past, it is now understood that this attribute matters less.
      It is good to aim for links that don’t have this attribute, but it is not critical.
    • Should I buy links?
      Generally no. You can’t even offer people an incentive to link to you (discount etc).
      There are some instances (good directories etc) where paying an administration fee is relatively acceptable.
    • What about link directories?
      Good for small websites starting out on low time/money budgets
      Value is questionable for large scale link building exercise
      Some industries have a few select directories that are VERY good for traffic
      Some directories (like Yahoo) are worth spending the money on in highly competitive industries
    • What about article directories
      The value is highly questionable on their own (especially after the recent Google update)
      They are not bad if you use them to build a link wheel to your other blogs, and if you link to your author page (look up “Angela & Paul’s backlinks”)
    • What about blog commenting?
      Excellent way to engage in your industry
      Great way to build up a network
      Spam commenting is a massive no-no
    • How do customer reviews count?
      Yes, Google has said that positive reviews are good indication of the quality of a website
      Encourage your customers to write a review about your business
      The reviews can be left almost anywhere that is recognised as a review website.
    • Google Places
    • What about Local SEO? (Google Places)
      One listing per physical location
      Use information as it would appear in the real world.
      Do NOT try to “SEO” your business name and business listing.
      Provide individual location phone number in place of a call center.
      If you have the chance to list your business in a small local area, do it. Do not try to go up against larger competitors in bigger areas.
      Local citations are king. Get your business and address listed in as many local places as possible.
      Good reviews will improve your position
    • What about Social Media
      Social media includes Reddit, Digg, StumbleUpon
      They are great places to find what people are talking about in your industry
      Submit content that is only of interest/high value
      Submit content at your own risk (online communities can be policed vigorously)
    • What about Social Networking?
      Facebook, MySpace, YouTube etc are all good places to have another web page
      The value of links FROM these pages is questionable
      They are great for traffic
      They are great to have a second/third/fourth presence on a search page. Sometimes your Facebook page will rank number two to your website at number one.
    • SEO vs PPC
      PPC = Pay Per Click, Adwords advertising
      SEO is long term, tactical and relatively permenant
      SEO Takes time to build up but allows a very broad base. It is great for building a brand.
      PPC is tactical, shorter term, non-permenant. It is great for short term offers, events etc.
    • White Hat SEO
      White Hat SEO covers anything that is deemed “good” by Google (note this is an ever changing playing field)
    • Grey Hat SEO
      Mass duplication of content – not against the rules, creates links of questionable value, sometimes can be the only way to get thousands of links
      Creating fake forum users (where you can list a website)
      Social media, blog and forum spamming.
    • Black Hat SEO
      Anything that will get you blocked by Google.
      Cloaking links
      Faking content
      Misleading search engines as to your content
      Linking to malware
      Linking to bad websites
    • What is Sandboxing?
      Short term penalisation that Google has been speculated to impose on websites that build links or content too quickly. (or somehow break the myriad of Google rules)
      You can get into this by “Over Optimising”
      Sometimes the only thing to do to get out of it is to stop working on SEO and wait.
    • Pure Speculation
      Google has flagged that it will measure how long a person stays on a page as measure of the quality of that website
      The position of a link on a page may indicate intention/value. For instance a link in the body of a page will carry more value than that on a menu
    • How do you measure results?
      Majestic SEO
      Digital Point rank tracker
      Google Analytics