This document discusses essential SEO and link building strategies. It explains that links are important for ranking and that search engines use both relevance and importance (links) as ranking factors. It provides tips for on-site optimization including page titles, headings, images and internal links. The document also discusses different methods for getting links, such as developing business relationships, sponsoring events, and creating linkable content. It recommends optimizing a WordPress site with specific plugins to help with SEO, XML sitemaps, pagination and linking. The overall message is that optimizing content and technical elements, while acquiring relevant links, are essential for SEO success.

1. Essential SEO + Link BuildingMartin Reed, SEO Strategist

2. It’s all about links!

3. Ranking FactorsRelevance (context)Search for cars brings car related websitesImportance (links)How to sort all 1,000,000,000 car websites?

4. Ranking Factors: RelevanceContentHow search engines “interpret” your siteWriting language, use of phrases, industry jargon, common themeTechnical AspectsHow search engines “read” your site

5. Technical AspectsOn-site signals:Page Titles <title>Page Title</title> Headings <h1>Heading 1</h1>Content Keyword Usage, Context, SemanticsURL domain.com/file.htmlImages alt=“Image Description”Links <a href=http://site.com>anchor</a>......

6. Ranking Factors: ImportanceReputation & TrustWho links to your site?ContextHow others link to you?Content type, link type (anchor text), site topic and relevance

10. Voting SystemVOTELinkerLinkedEvery link is a vote from one site to another:When you link to others you vote for them.When others link to you they vote for you.

11. Link QualityNot all links are equal:SITE AYOUSITE C

12. Link Quality & QuantityNumber of outgoing links on site that links to you affects the link value. Less is better.SITE BSITE CSITE ASITE DYOU

13. No Follow?<a rel=“nofollow” href=“http://example.com”>anchor text</a>Nofollow = No trust = No voteMETA, robots.txt, linkExample: Blog comments, Forums, Social MediaSITE ASITE B

14. Anchor Text<a href=“http://example.com”>????????</a>Target phrases: you want to be found forRelevant to the page you’re linking toAvoid: ‘click here’, ‘read more’This goes for internal linking too!

15. What to Target?Phrase ResearchAdwords Keyword Tool‘Exact’ match filterCompetitorsGoogle/Yahoo – site:domain.comAdvanced Tools (example: seomoz.org)

16. Let’s get some links!

17. Link Acquisition MethodsLearn more about your existing linksGoogle Webmaster Tools:Your website on the webLinks to your siteAnalyse anchor textLINK: google.com/webmasters

18. How to get links?

19. Your Current LinksOh, nice!

21. Why did these people link to me?Analyse and understand your linksDiscover most linked contentFind new link ideasForm new partnerships and alliancesFix unideal links

22. Self-Generating Links“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 contentLink Bait Material‘Viral’Useful Tools / Templates / Resources

23. Link OpportunitiesBusiness relationshipsTestimonials, reviews, media releasesDesign company, hosting companyIndustry associations & membershipsBusiness directoriesProfile pagesLinkedInMedia releasesCompetitor research

24. Link OpportunitiesYour clientsMedia releaseFooter ‘tag’Example: Friendly

25. Link OpportunitiesEvents you sponsor

26. Link OpportunitiesEvents you speak at

27. WordPress optimisation

28. Technical AspectsPage Titles <title>Page Title</title> Key phrase for the page firstHeadings <h1>Heading 1</h1>Only structure your content, not the layoutURL domain.com/file.htmlEnable PermalinksImages alt=“Image Description”Links <a href=http://site.com>anchor</a>Remove anchor text: ‘read more’

29. Meta DescriptionCall to Action (CTA)‘Sell’ the website to the visitor

30. Platinum SEO PackSimilar: All in one SEO Pack, WordPress SEO

31. Key features:

32. Canonical tag

33. Override page title & META descriptionEssential Plugins

34. Essential PluginsGoogle XML SitemapsTell the search engines what is on your website and whereEssential PluginsWP-PageNaviAdvanced pagination

35. Helps spread the link juice to your deep pagesGoogle Analytics for WordPress- You don’t have to use the plugin, just use Analytics!Essential Plugins

36. Essential PluginsSEO Smart LinksAutomatic internal linkingEssential PluginsSEO SlugsRemoves common words like ‘a’, ‘the’, ‘in’ from the slug

37. Keyword rich URLFrom: /what-you-can-do-immediately-for-higher-rankingsTo: /immediately-higher-rankings

38. Essential PluginsTynt.com For WordPress- Automatically credit source when text is copied from your website

39. The bottom line:Get the plugins, optimise WordPress

40. Get access to Google Webmaster Tools

41. Get those links!Martin Reed - @dejanseo martin@dejanseo.com.au