dejan seo - fundamentals of seo
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Fundamentals of Search Engine Optimisation (SEO)TRANSCRIPT
Author: Dan Petrovic, Dejan SEOSimon Phillips, Dejan SEO
The Fundamentals of SEOan introduction and benefits
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.
Author: Simon Phillips, Dejan SEO
Official Advice• Search Engine Optimisation Guide• SEO Information• Webmaster Guidelines• Webmaster Central Blog• Webmaster Tools• Webmaster Forums
Curated Listdejanseo.com.au/google-seo
What’s Important?What are the key things you need to be found?
Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
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
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?
Get Your Data• Raw Server Log Files• Web stats• Analytics• Custom traffic and event tracking• Google / Bing Webmaster Tools• Other 3rd party software
Discover & Prioritise• Pages with great potential• Phrases with great potential
Search in Google:“phrase potential” Understand your potential!
Focus.Implement.Evaluate.
And then back to your data.
Be agile
Author: Dan Petrovic, Dejan SEO
Technical.Site BuildSpider AccessibilityCanonicalisationSitemapsStructured DataGeo-Targeting
The Top 3
Grass roots onsite elements key to success!
Title
Meta Description
Heading (H1)
ON-SITE FACTORSDocument Title & Search Snippet
<title>DEJAN SEO</title>
Copyright (C) 2011, Dejan SEO – http://dejanseo.com.au
dejanseo.com.au/serp-preview-tool
Awesom
e To
ol
An inclusion of a H1 heading on your page tells Google what you page is about.
<h1>SEO Packages</h1>
Main Heading
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
Author: Dan Petrovic, Dejan SEO
Content.What is content?Value of Content - Traffic - Links - BrandingContent StrategyKeyword Inclusion
Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
Define: Product.
Category • Shoes
Brand • Nike
Gender • Men
Model • Air Max 3
Price • $180
Category • Shoes
Brand • Nike
Gender • Men
Model • Air Max 3
Extra • Limited Edition
Size • 10
Colour • White
Price • $180
Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
Re-Define: Product
Product TitleGeneric 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
Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
Re-Define: ProductUnique Product TitleUnique 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 ShippingCustomer 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
Author: Dan Petrovic, Dejan SEO
Distribution.Social MediaLink BuildingCitationsReferencesDocument Formats
Author: Simon Phillips, Dejan SEO
Link BuildingGetting 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
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 MaterialExample: Steps on how to do up your tie
Author: Simon Phillips, Dejan SEO
•Link-worthy Content• Fun• Useful• Timely• Creative• Informative• Newsworthy• Controversial
link
link
link link
link
link
link
link
link
GETTING LINKS
Case Study: 1
Case Study: 2
Case Study: 3
Do &Do not.
On-SiteThe key 3 – Title, Meta Description, H1 Heading.Create great content targeted towards real people!Trim ‘fluffy’ content.Rich snippet data
LinksReflect real world relationshipsClean-up poor links.
Set Up Google+ PageEngage, share, grow followers, get +’edGet your content +’ed
Authorship Signals
Setup and verify all your authors on your siteEmbed it in your websites’ Content Management System (CMS).
do
Index BloatBloating 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
don’t
Author: Dan Petrovic, Dejan SEO
How to find us?Google “SEO”
Thank you!
Or find me, Simon Phillips via Email - [email protected] - @Visual_Alchemy