FireBootCamp Introduction to SEO by XEN Systems

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FireBootCamp
Introduction to SEO

PRESENTER: CRAIG BAILEY
7 MARCH 2014

Learn&Apply
Quick presentations on the key SEO items
Aiming for the 80% (from the 80/20)

07
MAR

??
MAR

Introduction to ...

TheBlokePresenting
Craig Bailey
XEN Systems

o
o
o
o
o

Digital Agency
Online strategy
SEO and SEM
Social
Analytics Traini...

Today’s Goals
Introduction to SEO

Overview of how Google and Bing rank sites

Recommended Tools

Tools you should use

Th...

Your Outcomes
o Understand the basics of SEO
o Set up Google account (if you don’t already have one)

o Set up Google Anal...

What is SEO?
Search engine optimisation… ie optimising your site so that Google will rank it higher

Maximise the number o...

Why Build A Web Site?
Drive Traffic
Traffic comes from a variety of
sources including:
•
Organic (Google, Bing)
•
Paid (Ad...

Marketing
Marketing
Online
Offline

Paid

SEO (Organic is ‘Free’)

Direct
Social

On-Page

xen.com.au

Off-Page

8

Google Algorithm
o Uses hundreds of inputs/factors (for fun read this Moz blog post)
o Constantly changing

o Personalised...

xen.com.au

10

xen.com.au

11

xen.com.au

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SEO Checklist
Item

System

Required

01

Page Titles

Code or CMS

Yes

02

Page META descriptions

Code or CMS

Yes

03
...

On-page Items
Page items

1

Page Title

2

META Description

Include most valueable
keywords at the start

Aim to make th...

Opportunity

xen.com.au

15

robots.txt
Used to block Googlebot

1

Staging

2

Go Live

Block everything

Block specifically

User-agent: *
Disallow: ...

XML Sitemap

‘Guides’ Google
•
•
•
•

Guides Google to important content
Include important content
Exclude admin sections,...

Tools
o Google Analytics
o Google Webmaster Tools

o Google AdWords
o Keyword Tools
o Other Tools

xen.com.au

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Google Analytics
o Track visitor sources, behaviour, conversions
o

http://www.google.com.au/analytics/

o

You need to ha...

Take a look at Analytics
Analytics

xen.com.au

20

Google Webmaster Tools
o Check Site issues, XML sitemaps, robots.txt
o

https://www.google.com/webmasters/tools/

xen.com....

Google Webmaster Tools

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Take a look at GWT
Google Webmaster Tools

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Bing Webmaster Tools
o Check Site issues, XML sitemaps
o

http://www.bing.com/toolbox/webmaster

o

Use your Live ID (Micr...

Take a look at BWT
Google Webmaster Tools

xen.com.au

25

Other Tools
o Google Places for Business
o Bing Places for Business
o Should I set up a Google+ account?
o Search operator...

Keyword Tools
o Uber Suggest (good, but tends to break a lot - http://ubersuggest.org/)
o Term Explorer (has a limited fre...

Other Stuff
o Links
o Redirects
o META robot tags

xen.com.au

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Links
Links are the currency of the web
Links are huge indicator to Google as to what a
page is about and what it should r...

Redirects
301 Redirects are super important!
301s redirect old URLs (that probably no longer
exist) to the new site URLs. ...

Redirects
301 Redirects are super important!
Here’s the organic traffic graph for a site that
went live and didn’t impleme...

META tags
Meta Robot tags help keep pages out of
Google’s index
Set the Site Layout folder to:
• Private
Set the Site Layo...

QuickSummary
o Most sites are ultimately focussed on increasing their financial return
o SEO is the process of optimising ...

ContactInformation
XEN Systems is a digital agency based in Sydney, Australia.
We focus on the 4 S’s of digital: Strategy,...

Thank You

xen.com.au

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