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SEO BASICS
FOR BLOGGERS
Chris Burgess
@chrisburgess
clickify.com
What I’ll Cover…
•  What is SEO?
•  Getting Found
•  Structuring Your Content
•  Essential Tools
•  WordPress SEO by Yoast...
What is SEO?
What is SEO?
Search Engine Optimization
What is SEO?
ORGANIC	
  (SEO)	
  
PAID	
  (SEM)	
  
PAID	
  (SEM)	
  
Getting Found
1. Put your visitors first
Profile Your Visitors
•  What gender?
•  What age?
•  What interests?
•  What do they need?
•  What can you provide them w...
2. What is your main goal?
Are You Looking For…
•  More visitors?
•  More leads?
•  More customers?
•  More subscribers?
•  More online sales?
•  Mor...
3. Prepare Your Strategy
What Your Strategy Should Include
SEO
•  Keyword Research
•  Content Marketing
•  Onsite/Offsite
It also needs to be integr...
Keyword Research
Google Keyword Planner
h"p://adwords.google.com/keywordplanner	
  	
  
Google Trends – Keyword Research
h"ps://www.google.com.au/trends/	
  
Structuring your
Content
Content Structure – Hierarchical Order
<h1>Only 1 Heading 1(with target topic/keyword)<h1>
<h2>Sub Heading 2</h2>
<h3>Head...
Content Structure
•  Descriptive File Name and use Image ALT Tags
Content Structure
•  Page Titles – Unique Title Tag for each page combination of
target keywords
•  Page URLs – Try to use...
Content Structure
Essential Tools
Essential Tools
•  Google Analytics
•  Google Search Console (Webmaster Tools)
•  Google Keyword Planner
•  Modern CMS (li...
Google Tools
Google Analytics
Google Search Console
Google Keyword Planner
WordPress SEO
By Yoast
h"ps://wordpress.org/plugins/wordpress-­‐seo/	
  
Recommended Resources
•  Beginners Guide to SEO
–  https://moz.com/beginners-guide-to-seo
•  SEO Meetup
–  https://www.mee...
SEO Basics for Bloggers
SEO Basics for Bloggers
SEO Basics for Bloggers
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SEO Basics for Bloggers

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This is a short slide deck delivered at an event that was part of Melbourne Spring Fashion Week called Fashion Forward. The aim was to help fashion bloggers learn about the benefits of SEO and get their blogs found.

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SEO Basics for Bloggers

  1. 1. SEO BASICS FOR BLOGGERS Chris Burgess @chrisburgess clickify.com
  2. 2. What I’ll Cover… •  What is SEO? •  Getting Found •  Structuring Your Content •  Essential Tools •  WordPress SEO by Yoast •  Recommended Resources
  3. 3. What is SEO?
  4. 4. What is SEO? Search Engine Optimization
  5. 5. What is SEO? ORGANIC  (SEO)   PAID  (SEM)   PAID  (SEM)  
  6. 6. Getting Found
  7. 7. 1. Put your visitors first
  8. 8. Profile Your Visitors •  What gender? •  What age? •  What interests? •  What do they need? •  What can you provide them with? •  What is the purchase cycle like for them? •  What pain points can you alleviate? •  What competitor sites to they also visit? •  What can you give that no other site does?
  9. 9. 2. What is your main goal?
  10. 10. Are You Looking For… •  More visitors? •  More leads? •  More customers? •  More subscribers? •  More online sales? •  More advertising? Use this to benchmark your progress and to ensure you have a focused call to action on your site.
  11. 11. 3. Prepare Your Strategy
  12. 12. What Your Strategy Should Include SEO •  Keyword Research •  Content Marketing •  Onsite/Offsite It also needs to be integrated with: •  SEM •  Social Media •  Comms/PR •  Advertising
  13. 13. Keyword Research
  14. 14. Google Keyword Planner h"p://adwords.google.com/keywordplanner    
  15. 15. Google Trends – Keyword Research h"ps://www.google.com.au/trends/  
  16. 16. Structuring your Content
  17. 17. Content Structure – Hierarchical Order <h1>Only 1 Heading 1(with target topic/keyword)<h1> <h2>Sub Heading 2</h2> <h3>Heading 3</h3> <h2>Sub Heading 2</h2> Pe9erunt  u9  sibi  concilium  to9us  Galliae  in  diem  certam  indicere.  Praeterea  iter  est   quasdam  res  quas  ex  communi.  Prima  luce,  cum  quibus  mons  aliud    consensu  ab.   Pe9erunt  u9  sibi  concilium  to9us   Galliae  in  diem  certam  indicere.   Praeterea  iter  est  quasdam  res   quas  ex  communi.  Prima  luce,   cum  quibus  mons  aliud    consensu   ab.   Pe9erunt  u9  sibi  concilium  to9us  Galliae  in  diem  certam   indicere.  Praeterea  iter  est  quasdam  res  quas  ex  communi.   Prima  luce,  cum  quibus  mons  aliud    consensu  ab.   IMAGE  
  18. 18. Content Structure •  Descriptive File Name and use Image ALT Tags
  19. 19. Content Structure •  Page Titles – Unique Title Tag for each page combination of target keywords •  Page URLs – Try to use keyword with hyphens as separators •  Meta Description – Used in SERPs, try to include chosen keyword Page  URL   Meta  Descrip9on   Page  Title  
  20. 20. Content Structure
  21. 21. Essential Tools
  22. 22. Essential Tools •  Google Analytics •  Google Search Console (Webmaster Tools) •  Google Keyword Planner •  Modern CMS (like WordPress) I’d highly recommend starting with these free tools. Specialists will use a variety of tools, however the above are more than enough to get you started.
  23. 23. Google Tools Google Analytics Google Search Console Google Keyword Planner
  24. 24. WordPress SEO By Yoast
  25. 25. h"ps://wordpress.org/plugins/wordpress-­‐seo/  
  26. 26. Recommended Resources •  Beginners Guide to SEO –  https://moz.com/beginners-guide-to-seo •  SEO Meetup –  https://www.meetup.com/Melbourne-SEO/ •  Search Engine Ranking Factors –  http://moz.com/search-ranking-factors •  Google Webmaster Resources –  http://www.google.com/webmasters/

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