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Search Engine Optimisation (SEO) Basics Training - April 2013

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Parachute Digital are a Digital Marketing Consultancy in Sydney who offer strategic marketing services in the digital space but who also offers training for their clients, in this case Basic SEO training.
Search Engine Optimisation (SEO) is becoming increasingly important as part of the online marketing mix for businesses who want to be competitive in the search space but also to invest in digital marketing channels that offer long-term value, rather than only short term returns.

Parachute Digital provides SEO audits, SEO keyword research, SEO strategy and implementation plans and as part of that, key stakeholders require training. Obviously this Basic SEO training presentation is supposed to be given in person, but many of the basic info is still helpful for those looking for a structure to follow.

Published in: Education

Search Engine Optimisation (SEO) Basics Training - April 2013

  1. 1. Search Engine Optimisation“SEO Basics” Training23 April 2013Shanelle Newton ClaphamParachute Digital
  2. 2. Search engine optimisation(SEO) is the process ofimproving your website andcontent so that it is visible tosearch engines.Website SEO aims to make theinformation & services that yourorganisation provide deemedmost relevant (by the searchengine) to match the keywordsthat their users are searchingfor.
  3. 3. What is SEO? SEO means Search Engine Optimisation,which is optimising your website to make it easier for search engines to find you.•Good SEO = High rankings in Google search listings (pg. 1)•SEO is about many small tactics, implemented in incrementsover time to help your website rank better in search engineresults. These tactics include: • Website content (engagement objects [images, maps, video, infographics, ebooks] + words) • Internal and external linking strategies (expertness) • Information architecture and siloing (URLs and site navigation) • Meta data + keywords (html) • Site map (html and XML) and much more.
  4. 4. Optimising for Google 90% of all internet sessions start with a Search query 93% of all searches in Australia are on Google (Nov 2012)Google Global Market share Nov 2012#10 on Google gets more traffic than #1 on Yahoo
  5. 5. Optimising for GoogleThere are [reportedly] over 200 variables in Google’s algorithmwhich determine rankings, some of them are: • Content • language and uniqueness • frequency of updating • Duplicate content • Keywords used and anchor text + alt text • Domain age • Where you servers are located • URL structure • Internal cross linking • Outbound and Inbound linking • Authority of domains being linked to • XML and html site maps • Robots.txt • Page load time
  6. 6. Content is King!
  7. 7. What is ‘Content’?In the digital world, everythingyou can add to a webpage is‘content’•Written words•Images•Video•Graphs and infographics•Links.
  8. 8. Treat your Content like a Queen!Content brings•Search engines•People/ Partners/ Prospects•Credibility•A good user experience•Variety•Inbound links•Sharing•Stickiness (repeat visitation).
  9. 9. How people searchThere is no right way to search
  10. 10. Different strokes for different folks
  11. 11. Spelling & grammarMicromachining, micro-machining, micro machining
  12. 12. Suggestive or Predictive searchSome people use abbreviations when they type, others only type in 3 letters.
  13. 13. The Consideration Cycle From generic to specific How many How manysearches does aa searches does shopper make shopper makebefore deciding before deciding to buy? to buy?
  14. 14. Browsing behaviourThe location of Google’s Sponsored links changes so people don’t ignore it
  15. 15. Browsing behaviourSearch Preview Universal Search
  16. 16. Can we make assumptions about a user’s assumed knowledge?
  17. 17. SEO FundamentalsThe stuff you need to know and get right
  18. 18. SEO FundamentalsWhat you can control
  19. 19. Target keywords for Parachute Digital• Digital marketing consultant• Online marketing consultant• Internet marketing consultant• Digital marketing consultant Sydney• Online marketing consultant Sydney Ideally every Ideally every• Internet marketing consultant Sydney keyword keyword• Digital marketing strategy Parachute Digital Parachute Digital• Online marketing strategy wants to rank wants to rank• User experience website planning well for should well for should• Social Media strategy have its own have its own webpage. webpage.• Mobile marketing strategy• Content marketing strategy• Email marketing strategy• Search engine optimisation strategy• SEO strategy• SEO optimisation strategy
  20. 20. Meta Data or Meta tags• Page title – the title that shows in Google’s Search listing• Description – the description that shows in Google’s Search listing• Keywords• Meta tags must be specific to each page• They must describe the page content and use the SEO keywords• They must match the page URL• Any words that are hyperlinked through the page content, should match the keywords (this is called anchor text).
  21. 21. Parachute Digital Meta data examplehttp://parachutedigitalmarketing.com.au/blog/usability-2/planning-your-website-for- the-best-possible-user-experience/
  22. 22. Ideal: Meta Data example• Page title: Deforestation, illegal timber imports, logging - Say No to Bad Wood• Description: The wood you have in your home could be linked to deforestation or logging in some of the worlds most precious ecosystems. Help us to ban illegal timber imports of bad wood into Australia.• Keywords: ban illegal logging imports into Australia, ban illegal timber imports into Australia, ban illegal forest products, Say no to bad wood, ecosystem Papua New Guinea, deforestation Papua New Guinea, illegally logged forest products, logging Papua New Guinea, illegal logging New Guinea, illegal timber imports, illegal logging practices, illegal forest products, illegal timber Australia, illegal logging Borneo, illegal logging Indonesia, illegal logging Malaysia, , good wood Australia, tropical forest timber, ecosystem Sumatra, deforestation Sumatra, ecosystem Borneo, deforestation Borneo, illegal logging, logging Sumatra, logging Borneo, logging Australia, bad wood, ecosystem, deforestation, logging, forests, timber, wood, Australia.
  23. 23. Meta data template• Page title • 8-10 words: Literally what the page is about • the most important words first (brand is the last thing)• Description • 12-24 words: this is what the user will read in the Google search listings • so it needs to be an accurate description of what is on the page• Keywords • 24-48 keywords: this is what we think people will be typing into a Google Search • starting with the longest keywords (5+ words) down to single word keywords
  24. 24. Heading tags <H1> to <H6>
  25. 25. Linking – Internal, External, InboundLinking is important because Google’s “spiders” crawl theinternet, moving from one link to another. So these links shouldhave relevant keywords in them•Internal linking•creating hyperlinks to move users around your own site•External linking•hyperlinks that direct users to websites outside of your domain•Inbound links•Google gives points to sites who have lots of links pointing to them•Ideally, you want inbound links from authority or “expert”websites (page rank 4 and above).
  26. 26. Anchor text• The words you choose to hyperlink are called “anchor text”. • Google puts more emphasis on words that are linked or bolded• These anchor text words should match your keywords wherever possible• Therefore, your anchor text gives Google a quick snapshot of your page content and the pages you’re linking to. Don’t hyperlink words like “Find out More” or “Click here for more Don’t hyperlink words like “Find out More” or “Click here for more information”. information”. We want to hyperlink our keywords such as “digital marketing strategy” or We want to hyperlink our keywords such as “digital marketing strategy” or “online marketing consultant sydney” “online marketing consultant sydney”
  27. 27. Alt text or Alt tagsAlt text is a literal description of your images that search engines can read.This should be different to the caption (but many websites use the same info).
  28. 28. On Page SEO Template
  29. 29. What you can do nowQuick Wins for your website’s SEO
  30. 30. Quick Wins for SEO• Improve the page content by using identified keywords within the text on the page• Remove duplicate pages/ content across the network• Add page specific meta tags to every webpage• Increase internal and external linking, with anchor text rich in keywords• Add more images• Add alt tags to all images• Create transcripts for videos.
  31. 31. What else can I do to influence SEO? • Write articles or Blogs • On your website • On other websites that will link back to you • Participate in Social media, add social/ user generated commentary to your website • Create location markers – such as Google Places or GPS maps • Build up your website quality score with Paid search • Optimise your website for Mobile search.
  32. 32. Long term SEO Success1. Continued publication of new content2. Ongoing maintenance of SEO optimisation3. Quality control and refinement of silos and linking strategy 1. Inbound linking This is really tough! 2. External linking 3. Internal linking4. Maintenance of site maps to ensure all pages are indexed 1. Html 2. XML5. Regular SEO reporting to measure success and then continue to optimise for best results.
  33. 33. Thank You

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