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Essential SEO + Link BuildingMartin Reed, SEO Strategist
It’s all about links!
Ranking FactorsRelevance (context)Search for cars brings car related websitesImportance (links)How to sort all 1,000,000,000 car websites?
Ranking Factors: RelevanceContentHow search engines “interpret” your siteWriting language, use of phrases, industry jargon, common themeTechnical AspectsHow search engines “read” your site
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>......
Ranking Factors: ImportanceReputation & TrustWho links to your site?ContextHow others link to you?Content type, link type (anchor text), site topic and relevance
Essential SEO + Link Building
Essential SEO + Link Building
Essential SEO + Link Building
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.
Link QualityNot all links are equal:SITE AYOUSITE C
Link Quality & QuantityNumber of outgoing links on site that links to you affects the link value. Less is better.SITE BSITE CSITE ASITE DYOU
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
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!
What to Target?Phrase ResearchAdwords Keyword Tool‘Exact’ match filterCompetitorsGoogle/Yahoo – site:domain.comAdvanced Tools (example: seomoz.org)
Let’s get some links!
Link Acquisition MethodsLearn more about your existing linksGoogle Webmaster Tools:Your website on the webLinks to your siteAnalyse anchor textLINK: google.com/webmasters
How to get links?
Your Current LinksOh, nice!
Essential SEO + Link Building
Why did these people link to me?Analyse and understand your linksDiscover most linked contentFind new link ideasForm new partnerships and alliancesFix unideal links
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
Link OpportunitiesBusiness relationshipsTestimonials, reviews, media releasesDesign company, hosting companyIndustry associations & membershipsBusiness directoriesProfile pagesLinkedInMedia releasesCompetitor research
Link OpportunitiesYour clientsMedia releaseFooter ‘tag’Example: Friendly
Link OpportunitiesEvents you sponsor
Link OpportunitiesEvents you speak at
WordPress optimisation
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’
Meta DescriptionCall to Action (CTA)‘Sell’ the website to the visitor
Platinum SEO PackSimilar: All in one SEO Pack, WordPress SEO
Key features:
Canonical tag
Override page title & META descriptionEssential Plugins
Essential PluginsGoogle XML SitemapsTell the search engines what is on your website and whereEssential PluginsWP-PageNaviAdvanced pagination
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
Essential PluginsSEO Smart LinksAutomatic internal linkingEssential PluginsSEO SlugsRemoves common words like ‘a’, ‘the’, ‘in’ from the slug
Keyword rich URLFrom: 	/what-you-can-do-immediately-for-higher-rankingsTo: 	/immediately-higher-rankings
Essential PluginsTynt.com For WordPress-	Automatically credit source when text is copied from your website

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