SEO Fundamentals - A Look Under The Hood of Google SERPs in 2014
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This document provides an introduction to search engine optimization (SEO) fundamentals. It discusses key elements of SEO including technical aspects, content, off-site promotion, and the search ecosystem. The document also outlines important SEO strategies and best practices such as optimizing titles, meta descriptions, images and video. It cautions against black hat techniques and emphasizes the importance of quality content over tricks to manipulate search algorithms.
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SEO Fundamentals - A Look Under The Hood of Google SERPs in 2014
- 1. SEO Fundamentals Google, SERPs, & all the fun stuff
- 2. Introduction to Next Digital Offices in Sydney, Melbourne, Kuala Lumpur, Singapore, Manilla and Shanghai Full service digital strategy & execution 180 employees Integrated marketing solution experts Dedicated search marketing team
- 3. A little bit about Google
- 4. The Google of Yesterday
- 5. The Google of Today
- 6. The Google of Tomorrow
- 8. SEO Pillars Effective SEO can be broken down into 4 key elements Technical Content Offsite / Promotion Search Ecosystem
- 9. Technical Technical SEO aims to ensure your site has a solid foundation that allows for optimal crawling and user interaction. There are many signals search engines use relating to your site, including but not limited to : Domain Hosting Tagging Internal linking Broken links and errors Duplicate content XML sitemaps Sub-domains SSL and secure config ALT tags Robots.txt file JavaScript integration Rich Snippets Schema mark-up Site speed Header config URL structure Meta Robots Accessibility Mobile accessibility Analytics Tag management Widgets and Plugins Image links Backlink profile Titles Geo-Targeting Image optimisation Canonical Tags Redirects
- 10. Provide Answers Titles & headlines Conversational content Utilise audience voice and intent Overall domain authority for the topic Sub headings that address specifics “Google is an answers engine. SEO is about finding what questions are being asked, and providing a better answer than anyone else”
- 11. Research & Targeting Internal searches Trending conversations Competitors Have an idea? Google it first. Google Keyword Planner “Locate opportunities from your data and your competitors”
- 12. Titles & Meta 56 characters for Page Titles (incl spaces) 160 characters for Meta description (incl spaces) Meta Keywords is a dead field “Old school fundamentals are still important for SEO”
- 13. Imagery Image file names ALT text Title tags Surrounding content Original imagery Avoid Stock Imagery “Images are the 2nd most popular search results. Capitalise on this audience”
- 14. Authorship Personalisation Influence & authority Branding Association Measurable “Authorship is expected to play a key role in the direction of search in the future”
- 15. Video Integration Verify YouTube page Optimise YouTube Channel Tagging of videos In depth descriptions on YouTube Video Sitemaps on site Encourage comments Engage with comments & on videos “Integrating video into search increases CTR/conversion by 160%”
- 16. Evergreen Content Make content work harder for longer • Catering historical content to trends • Re-promote when relevant • Refer to older articles when relevant “Updating older content can reinvigorate conversations and sharing”
- 17. Penalties Major updates have major impacts on the internet “Algorithm updates occur almost daily, following the rules is vital for long term success. ”
- 18. The Don’t Do’s of SEO Spam or create irrelevant press releases Use article submission software or services Pop-ups, pop-under’s and malware Jump on every social network Create nonsense content Overdo exact match anchor text Spammy title tags Buy links Keyword stuff Try to game the algorithm Buy editorial Cloak functionality Create gateway sites Duplicate / clone content Spam comments Participate in link exchanges Hide text “Whatever you do online, do it for readers – not robots. ”
- 19. Editorial vs Advertorial “Please be wary if someone approaches you and wants to pay you for links or "advertorial" pages on your site that pass PageRank. Selling links (or entire advertorial pages with embedded links) that pass PageRank violates our quality guidelines, and Google does take action on such violations.” Google Feb 2013 “Un-cited paid advertorial will now result in penalties. ”
- 20. Linking “Outbound links are the greyest area of SEO at present. NoFollowing is the safest bet for outgoing links”
- 21. User Generated Content Add user voice Increase freshness Increase relevance Increase engagement “User generated content can have massive benefits for sites, as long As implementation is correct”
- 22. Social Sharing Direct influence Indirect influence “Encouraging sharing and conversation via search has both direct and indirect benefits to SEO”
- 23. Google “Google is increasing providing their own answers to questions, optimising with and for their services is vital or search engine survival”