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SEO 101


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Want to know what SEO (Search Engine Optimization) is? Start here.

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SEO 101

  1. 1. WHAT IS SEO?• Methods to improve the ranking of a website on search engine results pages.• Pages that are authoritative and relevant rank higher up in the search results.• Relevance measured by page content.• Authority measured by number and quality of links.• Top 3 listings on the search engine results page attract 60% of click-through.
  2. 2. (Source:
  3. 3. 3 CORNERSTONES OF SEO Technical Trust Content
  4. 4. TECHNICAL• Originally, search engines relied on webmasters’ submissions and keywords.• Technical issues may prevent the website from being indexed or result in lower search ranking.• Media-rich files (images, movies etc) cannot be read by search engines.• Keywords should be in plain text within the content.• Crawlers can tell the difference between relevant content and keyword stuffing.
  5. 5. CONTENT• Content is king when it comes to search rankings.• Search engines are geared towards providing the end-user with what they want.• Should be well written (spelling, grammar) and provide value to the end-user.• Relevant content keeps users coming back.• Fresh/updated content will improve search rankings and give people a reason to visit regularly.• Blog posts are a good way to keep content fresh.
  6. 6. TRUST• Search engines use links to assess trustworthiness.• Links to your website from other trusted websites will increase your search ranking.• Links can also work against you if they are from untrustworthy sources.
  7. 7. THE FIVE R’S OF SEO Relevant Reputation Remarkable Readability Reach• Content • Develop a • Stand out • Make it • Explore needs to reputation from the easy to niches, but be for good crowd. digest the don’t relevant to content. Provide content exclude what something (for potential people are unique. customers customers. looking for. and crawlers).
  8. 8. GOOGLE PANDA UPDATE• Released February 24th, 2011• Penalised low quality websites.• Uses machine learning to assess which websites are low quality.• Websites that had thin content or were copied from other websites.• Site-wide penalty.• Has gone through 15 versions so far.
  9. 9. GOOGLE PENGUIN UPDATE• Released April 24, 2012.• Targeting “webspam” used to influence SEO results.• Keyword stuffing, exact match anchor text etc.• Black-hat SEO techniques being penalised.• Currently version 1.1
  10. 10. USEFUL READING SEOmoz - Search Engine Land - SEOBook - Engine Watch -