How Google works: An Introduction to Search Engine Optimisation (SEO)

1. By Zoe Northridge
How Google works: An introduction to search engine optimisation

2. Our digital ecosystem:
it’s all
c-o-n-n-e-c-t-e-d

3. Why are
search
engines
important?

4. How does
Google
work?

5. Spiders crawl the web using links

7. 1. Links
(authority)

8. External links
How can a bot get to
your website – what
external links link to you?
Links
Internal links
Can the bot
crawl through your
website, and not
just to it?

9. We need to use popular keywords to make
sure our content is categorized best and
brings in traffic.
Example: Searches per month in Australia
‘YMCA Victoria’: 500-801
‘The Y Victoria’: 0-10

10. Ranking vs traffic
E.g. Ranked No.1 for keyword with low traffic
might bring you 50 website visitors a month
Ranked No.3 for keyword with high traffic
traffic might bring you 200 visitors a month

11. Areas of the Search Engine Results Page (SERP)

12. Meta-descriptions

13. Structured data & sub-structure results

14. Optimise content for social sharing
From this To this

16. What we’re focusing on
(quick wins)
• Going back to basics / good solid SEO foundations
• On page SEO (optimising content and using keywords)
• Educating stakeholders on SEO and to take it into account
when it comes to creating content
• Adding in meta data and descriptions to pages
• Including link outreach when it comes to PR
• Omproving our Google My Business profiles and verifying
them

17. Long term
• Off-page SEO - getting links from media coverage, links
from partner and council websites
• We don't really work on paid search often, but Kingswim
has an 'always on' paid approach and we do use SEM /
Google Ads for campaigns
• Going forward, once the new websites are complete
we'd love to be able to work more on optimisation

18. Make your brand
more searchable
than the thing itself

19. Please give me a recommendation
on LinkedIn:
www.linkedin.com/in/zoenorthridge