The Fundamentals of SEO

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Slides accompanying a webinar targeted at beginners to SEO in the print industry. See more here. http://dejanseo.com.au/fundamentals-of-seo-webinar/

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The 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 Listdejanseo.com.au/google-seo
  4. 4. What‟s Important?What are the key things you need to be found?Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
  5. 5. Copyright (C) 2011, Dejan SEO – http://dejanseo.com.auYou 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 – http://dejanseo.com.au
  14. 14. dejanseo.com.au/serp-preview-tool
  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 – http://dejanseo.com.auDefine: Product.
  19. 19. Copyright (C) 2013, Dejan SEO – http://dejanseo.com.auRe-Define:ProductProduct 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 – http://dejanseo.com.auRe-Define: 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 - simon@dejan.com.auTwitter - @Visual_Alchemy

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