Damion Brown<br />@thatsdamiondamionbrown.com<br />
IntroductionTermsConceptsHistory<br />
What is SEO? <br />Wikipedia:<br />Search Engine Optimisation (SEO) is the process of improving<br />the visibility of a w...
What is SEO? <br />Wikipedia:<br />Search Engine Optimisation (SEO) is the process of improving<br />the visibility of a w...
What is SEO? <br />Wikipedia:<br />Search Engine Optimisation (SEO) is the process of improving<br />the visibility of a w...
What is SEO? <br />Visibility<br />Findability<br />More visitors<br />More customers<br />
On-Page SEO <br />Off-Page SEO<br />
On-Site SEO <br />Off-Site SEO<br />
On-Page SEO<br />Use of keywords<br />Page title<br />Page content<br />Image optimisation<br />
On-Page SEO<br />Signals that help search engines <br />understand what your content is about<br />
What Search Engines Want<br />A Search Engine must deliver the best results to a user at the time of their search<br />The...
On-Page SEO<br />Website structure<br />Types of content<br />Duplicate content<br />Barriers to indexation<br />
Off-Page SEO<br />Links<br />Links<br />More Links<br />Yet More Links<br />
Why Links?<br />Google is built on PageRank<br />
Why Links?<br />PageRank named after Google co-creator Larry Page<br />
Why Links?<br />PageRank <br />The more links a site has, the more authoritative that site is<br />Links=Authority<br />
Why Links?<br />The more links to your site, the better<br />
Why Links?<br />The more links to sites <br />that link to your site, <br />the better<br />
Why Links?<br />Not all links are created equal!<br />
Why Links?<br />
Why Links?<br />PageRank <br />0 -10<br />(Toolbar PageRank is very different)<br />
Why Links?<br />PageRank (and links) are important<br />BUT <br />They are only one signal<br />
Why Links?<br />Before links, humans edited the web<br />
Why Links?<br />
Why Links?<br />
Why Links?<br />
Anchor Text<br />
Anchor Text<br />I recommend you check out this great piece on <br />choosing a bed for your dog. <br />
Anchor Text<br />I recommend you check out this great piece<br />
Anchor Text<br />To view PDF documents, you need Adobe<br />Reader. To download Acrobat Reader, click here. <br />
Anchor Text<br />I recommend you check out this great piece on <br />choosing a bed for your dog. <br />
Anchor Text<br />I recommend you check out this great piece on <br />choosing a bed for your dog. <br />
Anchor Text<br />
Wikipedia:<br />Search Engine Optimisation (SEO) is the process of improving<br />the visibility of a website or a web pag...
Visibility<br />Making sure your site is found<br />
Visibility<br />Work out how findable your site is <br />versus the competition<br />
Visibility<br />Work out how to improve<br />
Upcoming SlideShare
Loading in...5
×

1. Introduction

231

Published on

The first slide deck of the day, outlines principles of Search Engine Optimisation, presenting SEO as the process of helping search engines find and index content.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
231
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • So in a normal set of search results,
  • We’re talking about these results, the organic results
  • And not these results, which are paid search
  • Let’s get back to this
  • This is the main reason we do it
  • Everything starts with visibility
  • SEO Breaks down into two segments, on-page and off-page
  • Sometimes called on-site and off-site, they mean the same thing
  • On-page SEO has a lot to do with keywords
  • Essentially we use keywords and on-page SEO to push out signals telling search engines what websites are about
  • Always keep this in mindSearch engine wants to make sure it delivers good resultsGood, honest SEO is all about helping search engines – don’t think of it as cops &amp; robbers
  • Also bucketed in with on-page SEO are things affecting how search engines can access your content. We’ll explore these in more detail later today
  • Off-page SEO is all about… links!
  • Links became important when Google came onto the scene
  • PR is named after this guy
  • The concept of pagerank is thisExplain academic grounding – citations of an academic paper give it more authority
  • You want links
  • You want links
  • You want links
  • Explain the living fuck out of this shit
  • Exponential scale of pagerankToolbar pagerank which is the only one they make public is very broad, also at least 6 months out of date
  • Remember it’s all about relevance and search engines returning the best results possiblePageRank can be manipulated and isn’t perfect
  • Here’s an old Yahoo. There’s a search box, but the main focus is the directory style – like a rollerdex for the web
  • Here’s Altavista in 1999. Again, there’s a search function but we’re supposed to be using the site as a portal – news, everything all in one place
  • Here’s how Google looked pre-launchNo portal stuff, no news, no distractions – just searchYahoo thought search was dead
  • Anchor text is an important thing to get heads around
  • Anchor text is the set of words that are displayed on a link
  • In this example, “this great piece” is the anchor textNow, anchor text is important, let me show you why
  • This is a Google search for click here. You can try this yourself
  • The number one site is Adobe Reader – it’s the number one site out of one and a half million. Why is that? It’s because of anchor text
  • People put content like this everywhere. Click here is the anchor text, and on that basis Adobe.com ranks in number one position
  • And it even ranks above clickhere.com on anchor textWe’re talking a lot of links here, but there’s no mention of click here on the site, they’ve not optimised for it
  • So back to this quote, this anchor text isn’t very optimal at all
  • This is far better – the anchor text is “choosing a bed for your dog.”Search engines see this and they interpret it as a signal that, wherever the link points, it’s about “choosing a bed for your dog.”
  • So just bear in mind the idea of anchor text when we’re talking about links and linking
  • So back to this, the reason why we perform SEO
  • Nine times out of ten, this is the biggest problemSearchers search, websites wait
  • Assess your profile compared to that of your competitors
  • And improve it.
  • 1. Introduction

    1. 1. Damion Brown<br />@thatsdamiondamionbrown.com<br />
    2. 2. IntroductionTermsConceptsHistory<br />
    3. 3. What is SEO? <br />Wikipedia:<br />Search Engine Optimisation (SEO) is the process of improving<br />the visibility of a website or a web page in search engines via<br />the “natural” or unpaid (“organic” or “algorithmic”) search<br />results.<br />
    4. 4.
    5. 5.
    6. 6.
    7. 7. What is SEO? <br />Wikipedia:<br />Search Engine Optimisation (SEO) is the process of improving<br />the visibility of a website or a web page in search engines via<br />the “natural” or unpaid (“organic” or “algorithmic”) search<br />results.<br />
    8. 8. What is SEO? <br />Wikipedia:<br />Search Engine Optimisation (SEO) is the process of improving<br />the visibility of a website or a web page in search engines via<br />the “natural” or unpaid (“organic” or “algorithmic”) search<br />results.<br />
    9. 9. What is SEO? <br />Visibility<br />Findability<br />More visitors<br />More customers<br />
    10. 10. On-Page SEO <br />Off-Page SEO<br />
    11. 11. On-Site SEO <br />Off-Site SEO<br />
    12. 12. On-Page SEO<br />Use of keywords<br />Page title<br />Page content<br />Image optimisation<br />
    13. 13. On-Page SEO<br />Signals that help search engines <br />understand what your content is about<br />
    14. 14. What Search Engines Want<br />A Search Engine must deliver the best results to a user at the time of their search<br />The user must want to come back and search again in the future<br />(…hopefully clicking on an ad!)<br />
    15. 15. On-Page SEO<br />Website structure<br />Types of content<br />Duplicate content<br />Barriers to indexation<br />
    16. 16. Off-Page SEO<br />Links<br />Links<br />More Links<br />Yet More Links<br />
    17. 17. Why Links?<br />Google is built on PageRank<br />
    18. 18. Why Links?<br />PageRank named after Google co-creator Larry Page<br />
    19. 19. Why Links?<br />PageRank <br />The more links a site has, the more authoritative that site is<br />Links=Authority<br />
    20. 20. Why Links?<br />The more links to your site, the better<br />
    21. 21. Why Links?<br />The more links to sites <br />that link to your site, <br />the better<br />
    22. 22. Why Links?<br />Not all links are created equal!<br />
    23. 23. Why Links?<br />
    24. 24. Why Links?<br />PageRank <br />0 -10<br />(Toolbar PageRank is very different)<br />
    25. 25. Why Links?<br />PageRank (and links) are important<br />BUT <br />They are only one signal<br />
    26. 26. Why Links?<br />Before links, humans edited the web<br />
    27. 27. Why Links?<br />
    28. 28. Why Links?<br />
    29. 29. Why Links?<br />
    30. 30. Anchor Text<br />
    31. 31. Anchor Text<br />I recommend you check out this great piece on <br />choosing a bed for your dog. <br />
    32. 32. Anchor Text<br />I recommend you check out this great piece<br />
    33. 33.
    34. 34.
    35. 35.
    36. 36. Anchor Text<br />To view PDF documents, you need Adobe<br />Reader. To download Acrobat Reader, click here. <br />
    37. 37.
    38. 38. Anchor Text<br />I recommend you check out this great piece on <br />choosing a bed for your dog. <br />
    39. 39. Anchor Text<br />I recommend you check out this great piece on <br />choosing a bed for your dog. <br />
    40. 40. Anchor Text<br />
    41. 41. Wikipedia:<br />Search Engine Optimisation (SEO) is the process of improving<br />the visibility of a website or a web page in search engines via<br />the “natural” or unpaid (“organic” or “algorithmic”) search<br />results.<br />
    42. 42. Visibility<br />Making sure your site is found<br />
    43. 43. Visibility<br />Work out how findable your site is <br />versus the competition<br />
    44. 44. Visibility<br />Work out how to improve<br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×