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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.

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.

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  • 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 & 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scale of pagerankToolbar pagerank which is the only one they make public is very broad, also at least 6 months out of date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 Presentation Transcript

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