Dejan SEO Breakfast Seminar

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Presentation slides used during Hynes Lawyers breakfast seminar by Dan Petrovic from http://dejanseo.com.au/

Presentation slides used during Hynes Lawyers breakfast seminar by Dan Petrovic from http://dejanseo.com.au/

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Transcript

  • 1. Taking a look inside Google
    By Dan Petrovic
  • 2. Introduction Session
    SEO Level
    Industry
    Website Address
    Live Website Assessment
    Particular SEO Question / Area
  • 3. SEO Workflow
    Research
    Phrases
    Competitors
    Strengths & Weaknesses
    Identifying Opportunities
    Defining Targets
    Onsite Optimisation
    Offsite Optimisation
    Performance Analysis
    Campaign Adjustments
  • 4. How Google Works
    Importance of Content
    Importance of Links
  • 5. Result Sorting
    Car Insurance, Home Insurance, Life Insurance, Income Protection ...
    Get FREE online quotes for car insurance, life insurance, home & contents insurance, income protection insurance and bicycle insurance.www.realinsurance.com.au/ - Cached - Similar
    Life Insurance Australia - Life Insurance Quotes - Allianz Australia
    Life insurance quotes online from Allianz for cover up to $1.5 Million. Help protect your family with a premium Life Insurance policy from Allianz, ...www.allianz.com.au/allianz/life+insurance.html - Cached - Similar
    Life Insurance | Life Insurance Quotes | Aussie
    Apply over the phone in minutes. There are no blood tests and no medicals. Get life insurance cover today.www.aussie.com.au/insurance/life-insurance.htm - Cached - Similar
    Life Insurance - Real Insurance
    Life Insurance from Real Insurance offers FREE online quotes.www.life.realinsurance.com.au/ - Cached
    Life Insurance, Term & Personal Insurance - Medibank Private
    Medibank Life Insurance can provide you with comprehensive, affordable life insurance and the peace of mind to help secure the financial future for your ...www.medibank.com.au/Life-Insurance.aspx - Cached - Similar
    Life Insurance, Funeral & Accident Insurance - Guardian Insurance
    With Guardian, life insurance cover is uncomplicated and easy to get. Our products are transparent, flexible and easy to understand; offering financial ...www.guardianinsurance.com.au/ - Cached - Similar
    Sorting Criteria:
    Relevance
    Importance
    Other:
    Timing
    Site Type
    Geographic
    Lingual
  • 6.
  • 7. Search Engine Signals
    Links represent one of many signals:
    Page Titles <title>Page Title</title>
    Headings <h1>Heading 1</h1>
    Content Keyword Usage, Context, Semantics
    Domain keyword.com
    Images alt=“Image Description”
    Links<a href=http://site.com>anchor</a>......
  • 8. Search engines judge you by your links.
    Link Graph
    Friend
    Supplier
    Blog
    YOU
    Partner
    Related?
    Competitor
    Forum
  • 9. CLICK HERE?
    Who ranks #1 for click here?
  • 10. Link Anatomy
    Click Here
    <a href=“http://mysite.com”>Click Here</a>
    Note: Text in link is called “Anchor Text”
  • 11. Voting System
    VOTE
    Linker
    Linked
    Every link is a vote from one site to another:
    When you link to others you vote for them.
    When others link to you they vote for you.
    Bottom Line: Get others to link to you.
  • 12. Link Quality
    Not all links are equal:
    SITE A
    YOU
    SITE C
  • 13. Link Quality & Quantity
    Number of outgoing links on site that links to you affects the link value. Less is better.
    SITE B
    SITE C
    SITE A
    SITE D
    YOU
  • 14. No Follow?
    <a rel=“nofollow” href=“http://site.com”>anchor text</a>
    Nofollow = No trust = No vote
    META, robots.txt, link
    Example: Blog comments, Forums, Social Media
    SITE A
    SITE B
  • 15. Competitor Research
    Competitor’s Links:
  • 16. Competitor Research
    Competitor’s Tags & Content:
  • 17. HOW TO GET LINKS?
    Learn more about your existing links
    Google Webmaster Tools:
    Your website on the web
    Links to your site
    Analyse anchor text
    LINK: google.com/webmasters/tools/
  • 18. How to get links?
  • 19. Your Current Links
    Oh, nice!
  • 20.
  • 21. Why did these people link to me?
    Analyse and understand your links
    Discover most linked content
    Find new link ideas
    Form new partnerships and alliances
    Fix wrong links (more about that later…)
  • 22. Who links to my competitors?
    Yahoo & Google
    link:http://www.mycompetitor.com.au
    Discover new link opportunities
    Understand your competitor’s strengths
  • 23. Link Building Ideas
    Local Directories / Niche Directories
    Guest Blogging
    Industry Associations / Memberships
    Social Media Participation
    Non-competing businesses
    Lawyer in Sydney & Lawyer in Melbourne
    Hotel booking & Tour guides
    Hosted content or functionality
    Avoid links_9.html and resources_020.php pages (spam!)
  • 24. Link Building Ideas
    Business partners & alliances
    Product or service suppliers
    Web design company (portfolio page)
    Your office space / building complex
    Customers
    Incentivise: Offer discount and extras to linking customers
    Share: Customers like to brag about recently purchased product
    Celebrate: Happy customer testimonials
  • 25. Link Building Ideas
    Positive Reviews, Feedback and Testimonials
    Incorrect links or no links on brand and content
    “click here”, “read more” (should be “main phrase”)
    www.yourwebsite.com.au and yourwebsite.com.au
    www.yourwebsite.com.au/deleted_page.html
    Google Alerts!
  • 26. link:dejanseo.com.au Sample of backlinks
    cache:dejanseo.com.au Cached page
    site:dejanseo.com.au Lists all indexed pages
    site:dejanseo.com.au Dan Finds “Dan” on our site
    allinurl: “gardening” (e.g. website.com/gardening)
    allintitle: “cars” (e.g. Car Dealer Sydney)
    cheap “java books” -island -programming
    Search Tips
  • 27. Link Placement Example
  • 28. Self-Generating Links
    “Link to us” page:
    Encourage linking to your site.
    Take control of how people link to you.
    Make it easy for people to do so.
    Social media sharing within content
    Useful Tools / Templates / Resources
    Link Bait Material
    Example: Steps on how to do up your tie
  • 29. SEO Tools
    Dejan SEO: SERP Preview Tool
    Google Webmaster Tools
    Majestic SEO
    SEO Moz
    Browser Plugins:
    Nofollow
    PageRank
    Alexa
  • 30. dejanseo.com.au