This document provides an overview and information about optimizing websites for search engines like Google. It discusses how Google's search algorithm works and what factors like titles, headings, and social media signals influence rankings. It also covers the importance of Google+ for businesses and optimizing content for mobile searches, which are growing. Finally, it leaves time for questions and discussion.

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2. Session overview
• 4pm: Session 8: Google and Google+. Google
keeps changing and growing - find out how to
to promote your club and appear on Page 1 of
an online search. Active use of social media is
vitally important for a good Google ranking.
Cal Tod - web strategist and Tim Gentle,
Design Experts

3. About this session
• Google and driving traffic from search
• Google + overview
• Why Google+ matters
• Optimising you local search profile
• Some other useful tips and tricks

4. Google’s market share in Australia?

5. > 90%

6. Percentage of Australian’s with a smartphone?

7. 65%
http://www.thinkwithgoogle.com/mobileplanet/

8. Percentage of smartphone owners that have
used their phone to search for:
- restaurants
- pubs
- bars?

9. 51%
http://www.thinkwithgoogle.com/mobileplanet/

10. Thinking like Google
• Google is a relevance engine
• Exists only to deliver you the most relevant pages on the
web for your given query
• Generates $1.2 million per employee by solving problems
with smart programming
• Ranking algorithm contains over 200 factors
eg. Rank = (Title x 3) + (Text in links x 2) + (Main heading x 2)
+ etc. etc.

11. So what is SEO?

12. What we see

13. What Google sees

14. <title>

15. Meta description

16. <a href=

17. URL structure

18. <h1> & <h2>

19. <img alt=

20. Unique, shareable content

21. The results

22. What Google takes away
Title
Text in links
Sub-heading
Body copy
Main heading
URL
Social signals

23. Competing for a high rank
• Going one better than the rest is all that matters
• Comprehensive content
• Regularly updated (monthly at minimum)
eg. What’s on, New menu
• Social signals – facebook, Twitter, Google+

24. Keyword strategies

25. Restaurant, cafe, steak, pizza, seafood
or gym?

26. About Google+
• The new kid on the block in social
• Driven by bringing social to other Google services
Estimated 3.5 million Australian profiles but only 100,00
active visits per month (based one auto profile
generation from gmail users and on the rise with
Android activations)
Source: Adcorp Jan 2013, Social Media News

27. Bringing social to utility

28. Google makes money when
ads get clicked

29. Google+ Business Pages

32. So does social help rank?

33. …let’s not forget mobile optimisation

34. Standard vs. Mobile
Optimised

35. Google+ weddings, parties…

36. Questions or drinks?