This document provides an introduction to search engine optimization (SEO) including definitions, key factors to consider, and best practices. It explains that SEO involves strategic and practical activities to maximize how content ranks in search engines and attracts organic traffic. Important elements include developing a strategy, building a high-quality website with optimized on-site content and off-site links. The document outlines technical SEO considerations and emphasizes creating valuable content targeted at real users. It also warns against poor practices like over-optimization, link schemes, and experiences that hurt users.

1. Author: Dan Petrovic, Dejan SEO
Simon Phillips, Dejan SEO
The Fundamentals of SEO
an introduction and benefits

2. Author: Simon Phillips, Dejan SEO
What is SEO?
Search Engine Optimisation, or
SEO is a set of strategic and
practical activities designed to
maximise the ability of your content
on your website to rank highly and
attract organic search engine traffic.

3. Author: Simon Phillips, Dejan SEO
Official Advice
• Search Engine Optimisation Guide
• SEO Information
• Webmaster Guidelines
• Webmaster Central Blog
• Webmaster Tools
• Webmaster Forums
Curated List
dejanseo.com.au/google-seo

4. What‟s Important?
What are the key things you need to be found?
Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au

5. Copyright (C) 2011, Dejan SEO – http://dejanseo.com.au
You need a good ….
• Strategy
• Website build
• Onsite Content
• Offsite „votes‟ of authority (links)
• Ongoing Care

6. Author: Dan Petrovic, Dejan SEO
Strategy.
What are users looking for?
What do I write about?
What is keyword potential?
What are realistic targets?
What are competitors doing?

8. Get Your Data
• Raw Server Log Files
• Web stats
• Analytics
• Custom traffic and event tracking
• Google / Bing Webmaster Tools
• Other 3rd party software

9. Discover & Prioritise
• Pages with great potential
• Phrases with great potential

10. Search in Google:
“phrase potential” Understand your potential!

11. Focus.
Implement.
Evaluate.
And then back to your data.
Be agile

12. Author: Dan Petrovic, Dejan SEO
Technical.
Site Build
Spider Accessibility
Canonicalisation
Sitemaps
Structured Data
Geo-Targeting

13. The Top 3
Grass roots onsite elements
key to success!
Title
Meta Description
Heading (H1)

14. ON-SITE FACTORS
Document Title & Search Snippet
<title>DEJAN SEO</title>
Copyright (C) 2011, Dejan SEO – http://dejanseo.com.au

15. dejanseo.com.au/serp-preview-tool

16. An inclusion of a H1 heading on your page tells Google what you
page is about.
<h1>SEO Packages</h1>
Main Heading

17. URL to Phrase Matching Define Linkable Assets
TechnicalOn-Site Off-Site
Navigation & Canonicalisation
Content Analysis
GWT Setup & Configuration
Relationship Assessment
Broken Link Analysis
Consolidation Potential
Technical SEO Examples

18. Author: Dan Petrovic, Dejan SEO
Content.
What is content?
Value of Content
- Traffic
- Links
- Branding
Content Strategy
Keyword Inclusion

19. Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
Define: Product.

20. Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
Re-Define:
Product
Product Title
Generic product description supplied by
manufacturer which describes product only vaguely
and provides no additional information and value to
other sites selling the same product.
$120.00 +
Shipping
Product Image
(ALT TAG)
ADD TO CART

21. Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
Re-Define: Product
Unique Product Title
Unique description designed to inform and educate buyer on both
research and purchase decision level and enable them to make a
decision while they are on your website.
$120.00 + $20 Shipping
Customer Rating:
Seller Recommendations | Detailed Specifications Payment
Methods | Shipping Options
12 of your friends recommend this.
User Generated Content:
- Social Media Sharing
- Tips
- Reviews
- Recommendations
Product Image
(ALT TAG)
+ Gallery
ADD TO CART
Price Trends

22. Author: Dan Petrovic, Dejan SEO
Distribution.
Social Media
Link Building
Citations
References
Document Formats

23. Author: Simon Phillips, Dejan SEO
Link Building
Getting 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

24. Author: Simon Phillips, Dejan SEO
Link 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 content
Useful Tools / Templates / Resources
Link Bait Material
Example: Steps on how to do up your tie

25. Author: Simon Phillips, Dejan SEO
•Link-worthy Content
•Fun
•Useful
•Timely
•Creative
•Informative
•Newsworthy
•Controversial
GETTING LINKS

26. Case Study: 1

27. Case Study: 2

28. Case Study: 3

29. Do &
Do not.

30. On-Site
The key 3 – Title, Meta Description, H1 Heading.
Create great content targeted towards real people!
Trim ‘fluffy’ content.
Rich snippet data
Links
Reflect real world relationships
Clean-up poor links.
Set Up Google+ Page
Engage, share, grow followers, get +’ed
Get your content +’ed
Authorship Signals
Setup and verify all your authors on your site
Embed it in your websites’ Content
Management System (CMS).

31. Index Bloat
Bloating of your page with thin content, automated & repetitive
content pages, tags and SEO keyword pages.
Create content for the sake of content!
Over-Optimise
Keywords or ‘Anchor Text’ linking to your site
On-Page content (keyword stuffing)
Link Schemes
Automated
Blog Networks
Spam
Mass-Scale ‘Clever’ & often ‘Cheap’ Tactics
Poor User Experience (UX)
Navigation, Design & Layout

32. Author: Dan Petrovic, Dejan SEO
How to find us?
Google “SEO”
Thank you!
Or find me, Simon Phillips via
Email - simon@dejan.com.au
Twitter - @Visual_Alchemy