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Dejan SEO - Fundamentals of SEO

Fundamentals of Search Engine Optimisation (SEO)

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Dejan SEO - Fundamentals of SEO

  1. 1. Author: Dan Petrovic, Dejan SEOSimon Phillips, Dejan SEOThe Fundamentals of SEOan introduction and benefits
  2. 2. Author: Simon Phillips, Dejan SEOWhat is SEO?Search Engine Optimisation, orSEO is a set of strategic andpractical activities designed tomaximise the ability of your contenton your website to rank highly andattract organic search engine traffic.
  3. 3. Author: Simon Phillips, Dejan SEOOfficial Advice• Search Engine Optimisation Guide• SEO Information• Webmaster Guidelines• Webmaster Central Blog• Webmaster Tools• Webmaster ForumsCurated
  4. 4. What‟s Important?What are the key things you need to be found?Copyright (C) 2013, Dejan SEO –
  5. 5. Copyright (C) 2011, Dejan SEO – need a good ….• Strategy• Website build• Onsite Content• Offsite „votes‟ of authority (links)• Ongoing Care
  6. 6. Author: Dan Petrovic, Dejan SEOStrategy.What are users looking for?What do I write about?What is keyword potential?What are realistic targets?What are competitors doing?
  7. 7. Get Your Data• Raw Server Log Files• Web stats• Analytics• Custom traffic and event tracking• Google / Bing Webmaster Tools• Other 3rd party software
  8. 8. Discover & Prioritise• Pages with great potential• Phrases with great potential
  9. 9. Search in Google:“phrase potential” Understand your potential!
  10. 10. Focus.Implement.Evaluate.And then back to your data.Be agile
  11. 11. Author: Dan Petrovic, Dejan SEOTechnical.Site BuildSpider AccessibilityCanonicalisationSitemapsStructured DataGeo-Targeting
  12. 12. The Top 3Grass roots onsite elementskey to success!TitleMeta DescriptionHeading (H1)
  13. 13. ON-SITE FACTORSDocument Title & Search Snippet<title>DEJAN SEO</title>Copyright (C) 2011, Dejan SEO –
  14. 14.
  15. 15. An inclusion of a H1 heading on your page tells Google what youpage is about.<h1>SEO Packages</h1>Main Heading
  16. 16. URL to Phrase Matching Define Linkable AssetsTechnicalOn-Site Off-SiteNavigation & CanonicalisationContent AnalysisGWT Setup & ConfigurationRelationship AssessmentBroken Link AnalysisConsolidation PotentialTechnical SEO Examples
  17. 17. Author: Dan Petrovic, Dejan SEOContent.What is content?Value of Content- Traffic- Links- BrandingContent StrategyKeyword Inclusion
  18. 18. Copyright (C) 2013, Dejan SEO – Product.
  19. 19. Copyright (C) 2013, Dejan SEO – TitleGeneric product description supplied bymanufacturer which describes product only vaguelyand provides no additional information and value toother sites selling the same product.$120.00 +ShippingProduct Image(ALT TAG)ADD TO CART
  20. 20. Copyright (C) 2013, Dejan SEO – ProductUnique Product TitleUnique description designed to inform and educate buyer on bothresearch and purchase decision level and enable them to make adecision while they are on your website.$120.00 + $20 ShippingCustomer Rating:Seller Recommendations | Detailed Specifications PaymentMethods | Shipping Options12 of your friends recommend this.User Generated Content:- Social Media Sharing- Tips- Reviews- RecommendationsProduct Image(ALT TAG)+ GalleryADD TO CARTPrice Trends
  21. 21. Author: Dan Petrovic, Dejan SEODistribution.Social MediaLink BuildingCitationsReferencesDocument Formats
  22. 22. Author: Simon Phillips, Dejan SEOLink BuildingGetting Started• Look at your existing links first (Google Webmaster Tools - GWT)• Fix poor or broken links• Discover linkable content on your site• Recreate• Relationships and presence• Real world relationships• Office space• Providers / suppliers
  23. 23. Author: Simon Phillips, Dejan SEOLink Building“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 contentUseful Tools / Templates / ResourcesLink Bait MaterialExample: Steps on how to do up your tie
  24. 24. Author: Simon Phillips, Dejan SEO•Link-worthy Content•Fun•Useful•Timely•Creative•Informative•Newsworthy•ControversialGETTING LINKS
  25. 25. Case Study: 1
  26. 26. Case Study: 2
  27. 27. Case Study: 3
  28. 28. Do &Do not.
  29. 29. On-SiteThe key 3 – Title, Meta Description, H1 Heading.Create great content targeted towards real people!Trim ‘fluffy’ content.Rich snippet dataLinksReflect real world relationshipsClean-up poor links.Set Up Google+ PageEngage, share, grow followers, get +’edGet your content +’edAuthorship SignalsSetup and verify all your authors on your siteEmbed it in your websites’ ContentManagement System (CMS).
  30. 30. Index BloatBloating of your page with thin content, automated & repetitivecontent pages, tags and SEO keyword pages.Create content for the sake of content!Over-OptimiseKeywords or ‘Anchor Text’ linking to your siteOn-Page content (keyword stuffing)Link SchemesAutomatedBlog NetworksSpamMass-Scale ‘Clever’ & often ‘Cheap’ TacticsPoor User Experience (UX)Navigation, Design & Layout
  31. 31. Author: Dan Petrovic, Dejan SEOHow to find us?Google “SEO”Thank you!Or find me, Simon Phillips viaEmail - - @Visual_Alchemy