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

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

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!

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