Dejan SEO Breakfast Seminar


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Dejan SEO Breakfast Seminar

  1. 1. Taking a look inside Google<br />By Dan Petrovic<br />
  2. 2. Introduction Session<br />SEO Level<br />Industry<br />Website Address<br />Live Website Assessment<br />Particular SEO Question / Area<br />
  3. 3. SEO Workflow<br />Research<br />Phrases<br />Competitors<br />Strengths & Weaknesses<br />Identifying Opportunities<br />Defining Targets<br />Onsite Optimisation<br />Offsite Optimisation<br />Performance Analysis<br />Campaign Adjustments<br />
  4. 4. How Google Works<br />Importance of Content<br />Importance of Links<br />
  5. 5. Result Sorting<br />Car Insurance, Home Insurance, Life Insurance, Income Protection ...<br />Get FREE online quotes for car insurance, life insurance, home & contents insurance, income protection insurance and bicycle - Cached - Similar<br />Life Insurance Australia - Life Insurance Quotes - Allianz Australia<br />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, - Cached - Similar<br />Life Insurance | Life Insurance Quotes | Aussie<br />Apply over the phone in minutes. There are no blood tests and no medicals. Get life insurance cover - Cached - Similar<br />Life Insurance - Real Insurance<br />Life Insurance from Real Insurance offers FREE online - Cached<br />Life Insurance, Term & Personal Insurance - Medibank Private<br />Medibank Life Insurance can provide you with comprehensive, affordable life insurance and the peace of mind to help secure the financial future for your - Cached - Similar<br />Life Insurance, Funeral & Accident Insurance - Guardian Insurance<br />With Guardian, life insurance cover is uncomplicated and easy to get. Our products are transparent, flexible and easy to understand; offering financial - Cached - Similar<br />Sorting Criteria:<br />Relevance<br />Importance<br />Other:<br />Timing<br />Site Type<br />Geographic<br />Lingual<br />
  6. 6.
  7. 7. Search Engine Signals<br />Links represent one of many signals:<br />Page Titles <title>Page Title</title> <br />Headings <h1>Heading 1</h1><br />Content Keyword Usage, Context, Semantics<br />Domain<br />Images alt=“Image Description”<br />Links<a href=>anchor</a>......<br />
  8. 8. Search engines judge you by your links.<br />Link Graph<br />Friend<br />Supplier<br />Blog<br />YOU<br />Partner<br />Related?<br />Competitor<br />Forum<br />
  9. 9. CLICK HERE?<br />Who ranks #1 for click here?<br />
  10. 10. Link Anatomy<br />Click Here<br /><a href=“”>Click Here</a><br />Note: Text in link is called “Anchor Text”<br />
  11. 11. Voting System<br />VOTE<br />Linker<br />Linked<br />Every link is a vote from one site to another:<br />When you link to others you vote for them.<br />When others link to you they vote for you.<br />Bottom Line: Get others to link to you.<br />
  12. 12. Link Quality<br />Not all links are equal:<br />SITE A<br />YOU<br />SITE C<br />
  13. 13. Link Quality & Quantity<br />Number of outgoing links on site that links to you affects the link value. Less is better.<br />SITE B<br />SITE C<br />SITE A<br />SITE D<br />YOU<br />
  14. 14. No Follow?<br /><a rel=“nofollow” href=“”>anchor text</a><br />Nofollow = No trust = No vote<br />META, robots.txt, link<br />Example: Blog comments, Forums, Social Media<br />SITE A<br />SITE B<br />
  15. 15. Competitor Research<br />Competitor’s Links:<br />
  16. 16. Competitor Research<br />Competitor’s Tags & Content:<br />
  17. 17. HOW TO GET LINKS?<br />Learn more about your existing links<br />Google Webmaster Tools:<br />Your website on the web<br />Links to your site<br />Analyse anchor text<br />LINK:<br />
  18. 18. How to get links?<br />
  19. 19. Your Current Links<br />Oh, nice!<br />
  20. 20.
  21. 21. Why did these people link to me?<br />Analyse and understand your links<br />Discover most linked content<br />Find new link ideas<br />Form new partnerships and alliances<br />Fix wrong links (more about that later…)<br />
  22. 22. Who links to my competitors?<br />Yahoo & Google<br />link:<br />Discover new link opportunities<br />Understand your competitor’s strengths<br />
  23. 23. Link Building Ideas<br />Local Directories / Niche Directories<br />Guest Blogging<br />Industry Associations / Memberships<br />Social Media Participation<br />Non-competing businesses<br />Lawyer in Sydney & Lawyer in Melbourne<br />Hotel booking & Tour guides <br />Hosted content or functionality<br />Avoid links_9.html and resources_020.php pages (spam!)<br />
  24. 24. Link Building Ideas<br />Business partners & alliances<br />Product or service suppliers<br />Web design company (portfolio page)<br />Your office space / building complex<br />Customers<br />Incentivise: Offer discount and extras to linking customers<br />Share: Customers like to brag about recently purchased product<br />Celebrate: Happy customer testimonials<br />
  25. 25. Link Building Ideas<br />Positive Reviews, Feedback and Testimonials<br />Incorrect links or no links on brand and content<br />“click here”, “read more” (should be “main phrase”)<br /> and<br /> <br />Google Alerts!<br />
  26. 26. Sample of backlinks<br /> Cached page<br /> Lists all indexed pages<br /> Dan Finds “Dan” on our site<br />allinurl: “gardening” (e.g.<br />allintitle: “cars” (e.g. Car Dealer Sydney)<br />cheap “java books” -island -programming<br />Search Tips<br />
  27. 27. Link Placement Example<br />
  28. 28. Self-Generating Links<br />“Link to us” page:<br />Encourage linking to your site.<br />Take control of how people link to you.<br />Make it easy for people to do so.<br />Social media sharing within content<br />Useful Tools / Templates / Resources<br />Link Bait Material<br />Example: Steps on how to do up your tie<br />
  29. 29. SEO Tools<br />Dejan SEO: SERP Preview Tool<br />Google Webmaster Tools<br />Majestic SEO<br />SEO Moz<br />Browser Plugins:<br />Nofollow<br />PageRank<br />Alexa<br />
  30. 30.<br />