1. Beginning SEO

2. Overview
• On Page optimisation guidelines
• 3 Action points for Google+ - with casestudy

3. On Page Opimisation
• On-page optimisation begins:
– with formatting your content properly so that
Google (search engines) can clearly identify what
keyword that content is relevant to, and
– how strong that relevance is.

4. Title tag
• Use the Title tag properly (<title></title>) -
This will be the main title of your content at
the top of the page, make sure to include the
content's main keyword within the first 60
characters of this tag, followed by an LSI
keyword. No more than 6 or 7 words tops!
– E.g. Incredible Fat-Burning Soup Recipe | Weight
Loss Plan
BREAKDOWN: (Main Keyword is "fat-burning
soup”LSI Keyword is"weight loss plan")

5. Articles/posts/reviews
• Articles/posts/reviews need to be 500+ words
minimum - The longer the better – I’ve found -
this is part of the way your site will ultimately be
rewarded as a trusted authority destination
• Longer pieces can make your content/site
accidentally rank for a ton of long-tail keywords
that you never planned on, which is fantastic.
• Google wants you to invest time and effort in
your site, luckily you can accomplish that with
just 500 words.

6. Density – a myth?
• Well, yes – but if the keyword isn’t ‘on the page’ and in the
right places then it won’t rank.
• SEOMoz says – “At least 3X in the body copy on the page
(sometimes a few more times if there's a lot of text
content).”
• So rather than be vague and say ‘a few more times’ - I use
this as a way of explaining – “how many times should you
use a keyword” -
– Personally, I’ve found that writing naturally
I achieve between 2-4%
• SEOPressor will indicate this for you (along with almost
everything else in this check list), but if you're not in a
position to purchase it then use this utility to check the
keyword density in your content:
– SEO Book Keyword Density Tool.

7. Italics/Bold/Underline
• Italics/Bold/Underline your keyword at least
once - This is another function that SEOPressor
does for you,
• If you're not using SH Wordpress then manually
make sure each article you write features the
main keyword bolded, underlined, or italicised at
least once within the content
– using <b>keyword</b> or <strong>semantic
keyword</strong>

8. Meta keywords
• Use the Meta keywords tag properly - Within the
code of your page you want to tell Google what
you're attempting to rank using the following
format:
– <meta name="keywords" content="MAIN KEYWORD,
LSI KEYWORD">
• This has very little power to help you rank in the
grand scheme of the system, but it's still worth
doing.
– EXAMPLE: <meta name="keywords" content="fat-
burning soup, weight loss plan ">

9. Meta Description
• Use the Meta Description tag properly - Google
still pulls the text of how it describes your page to
other people from this tag, use it to help draw
the person you're hoping to land into clicking on
your page when they're looking at Google's
results by making it an irresistible offer:
– <meta name="description" content="HYPE-HEAVY
SENTENCE WITH KEYWORD">
– E.g. <meta name="description" content="A fat-
burning soup recipe that's not only delicious and
filling but is a great weight loss plan for when you
need to drop inches quickly">

10. Headline tags
• Use the Headline tags properly - Similarly to the Title
tag, these three headline tags within the body of the
content (H1, H2, H3) show Google that the text within
them is extremely important to BOTH the article's
writer, and the intended audience.
• Rewrite the title of the article that you used in the title
tags, again using the main keyword + LSI keyword, but
do NOT re-use the exact title tag sentence (it's good to
vary):
– E.g. <H1>One Of My Favorite Fat-Burning Soup Recipes
And Incredible Weight Loss Plan</H1>

11. Image naming/alt tags
• Use the image naming/alt tags properly -
Whenever you place an image within an
article (and you ALWAYS should for SEO
purposes), name it after a modified version of
the article's main keyword.
• And then also use that same modified
keyword as the Alt tag description:
– E.g. <img src="../fat-burning-soup-guide.jpg"
alt="fat-burning soup guide" />

12. Image naming/alt tags – WHY?
• A few notes about why we're doing this
exactly in this way:
– Google has no idea what the picture's content
actually is, which is why we can help it figure it out
by using our keyword as both the name of the
picture file itself and the ALT tag description. This
gives us more chances to rank for that keyword.

13. Image naming/alt tags – WHY?
• The reason we use modified keywords in our
images is that it gives us a more natural
pattern to the keyword placement and
doesn't make us appear to be "keyword
stuffing".
– DEFINITION: Keyword stuffing is
the over usage of a single keyword for the purpose
of trying to fool Google into ranking the content
for it.

14. External anchor text link
• By placing a contextual anchor link within our
content's main body that links out to a high-
PR authority site like About.com or Wikipedia
using our main keyword, we show Google that
we're not trying to be greedy and keep the
reader to ourselves.

15. External anchor text link – WHY?
• This is important because Google's algorithm
knows that a non-sales-driven piece of
content has no problem with external linking
to information sources on the main subject,
while people trying to SELL something to
someone DO have a problem with that.
– EXAMPLE: <a
href="http://www.answers.com/topic/cabbage-
soup-diet">fat-burning soup</a>

16. External anchor text link – WHY?
• IMPORTANT: Do NOT be tempted to make this
a "no follow" link.
– Leave it as a regular link.
• Google knows when sites are being cute, and
adding a no follow tag to the external
authority site link is obvious to them as an act
by someone trying to game their engine to
"preserve link juice" (which is bullshit
anyway).

17. Related Articles
• Improve your internal link power by using a
"Related Articles Box" - Place a "related articles"
section at the bottom of every new article with 2-
3 links to other articles on your site that are for
related content.
• Have ONE of the links use an anchor text link
keyword from the originating article (in this case
fat-burning soup), while the others use the
proper anchor text link keyword of the articles
you're linking to.

18. Sitemap
• Update your sitemap if not using Wordpress -
Once the new content is posted on the site,
create a new sitemap using utility at XML
Sitemaps and upload it to the root directory of
your site. Submit the new xml link file to
Google via Google Webmaster Tools.
• This is only necessary if you're NOT using
Wordpress for the core of your site's code.

19. 3 key Google+ actions to
implement immediately

20. 1. Put your keyword(s) in profile links

21. • Show links page

22. • Show links page

23. • Not logged
into Google
• No backlinks
• Ranking
achieved
using social
signals and
AuthorRank

24. 2. AuthorRank Claim your content using -
rel="author”
TIP: If you post content on G+ or Blogger.com this
is taken care of for you

25. 2. AuthorRank Claim your content
• 3 step process for content:
– Write quality content on your site and on third
party sites that people want to share
– Allow Google+ users to share and validate content
on your site by adding the +1 button to your site
– Use author markup (rel=”me” and rel=”author”)
wherever you, to link your content and author
page to your Google+ profile

26. Setting up AuthorRank
• Upload your photo – headshot
• Verify the email address you’ll be
associating with your content using
Google’s process - http://digf.la/xxE4yT
• Add any blogs for which you’ve written
to the “Contributor To” section of your
“About” page on G+

27. Setting up AuthorRank
• Then make sure each piece of content you
write (no matter where) includes:
– your name
– a mailto link (“mailto: you@yourname.com”
Google then take care of the rest
NOTE: it may take some time to show in results

28. Creates the rel=“me”

29. Creates the link to ‘About
author’ on my site

30. Verify what you’ve done
• http://www.google.com/webmasters/tools/ric
hsnippets

31. Verify what you’ve done

32. Finally…

33. Increase the number of social signals
linking back to your content
ASK !!!

36. Primary engagement only
• Total +1s = 39,17,25 = 81
• Total Comments = 145, 34, 33 = 212
• Total shares = 34, 12, 31 = 78
• These do not include secondary comments,
+1s or reshares

39. [/end]
Qs ?