how to rank your website on page #1 of google...decrease rankings of sites that engage in shady link...

SEARCH ENGINE OPTIMISATION (SEO)

How to Rank Your Website on Page #1 of Google

AcademyEquinet

Search Engine Optimization (SEO) Training CourseAcademyEquinet

SEO Head

Technical SEO Content Manager

PR / Link Builder

SEO Analyst / CRO

•Keyword research •Site architecture •On-page SEO •Site auditing •Speed optimisation •Mobile optimisation •Etc

• Content creation • Content research • Content calendar • Content editing • Content design

• Social media • Language translation • Etc

• Identify low hanging fruits • Scaling link building • Event marketing • Relationship building with

customers & influencers • Conducting interviews • Press releases • Etc

• Monitor keyword rankings • Traffic reporting • Revenue per keyword • Overall revenue from search • User behavioural signals

• Bounce rate • Time on site • Pages per visit

• Etc

The 4 Pillars of SEO


Topics Covered

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Introduction

Keyword Research

On-Page SEO

3

4 Off-Page SEO(Link Building)

Top 3 Ranking FactorsSearch Results

Answers the searcher’s intent

Keywords are found on the web page

Strong backlink profile

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4


5

Introduction to SEO

1

SEO Fundamentals

Why SEO is So Important?

to 80% ignore paid ads on the right side of the SERPs70%

of links clicked on by search engine users are organic results70%

Source: https://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/

close rate for SEO leads on average compared to 1.7% close rate for outbound leads (print or direct mail)

14.6%

of internet users use search82.6%

illion global searches conducted each month on average100 B

https://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/


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How Do Search Engines Work?

Algorithms

To calculate authority and relevancy of a webpage to a given search query.

Crawling

Search engine spiders crawl the web through following links

Indexing

Search engines store the information it collects into its index.

Ranking

A score is given to each of webpage after taking into account hundreds of ranking factors.

Search Results


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Google Major Algorithm ChangesGoogle changes its search algorithm around 500 - 600 times each year. That’s 1 - 2 times on average each day. Some algorithm updates have tremendous results on the search rankings. Below is a list of major algorithmic updates in recent years:

•Panda •Penguin •Hummingbird •Pigeon Update •Mobile Update •RankBrain

Panda Update (2011)

Penguin Update (2012)

Hummingbird Update (2013)

Lower the rankings of low-quality sites.

Decrease rankings of sites that engage in shady link building.

Relevancy and Knowledge graph update (Semantic Search).

Pigeon Update (2014)Improves distance and location ranking parameters for local search results.

Mobile-Friendly Update (2015)Impacts mobile search rankings of non-mobile-friendly pages.

Recommended reading: • https://moz.com/google-algorithm-change • http://searchengineland.com/library/google/

google-algorithm-updates

RankBrain (2015)A machine learning algorithm that aims to present the most potentially correct document in response to unfamiliar or verbose queries.

https://moz.com/google-algorithm-change

http://searchengineland.com/library/google/google-algorithm-updates


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How to Rank Page #1 on Google

On-Page SEO Off-Page SEO

• Keywords found on content

• Exceptional and unique content

• Fast page loading time

• Optimized for mobile

• Proper URL structures

• Good site architecture

• Optimized internal links

• Acquiring inbound links from reputable, relevant webpages through Content Marketing, Social Media Marketing, Email Outreach, etc.

• Local citations

• Search engine submission


The Periodic Table of SEO Success Factors: 2017

Recommended reading: • http://searchengineland.com/2017-periodic-table-of-seo-factors-276790

http://searchengineland.com/2017-periodic-table-of-seo-factors-276790


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ReportingOff-Page SEOOn-Page SEO

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The 4-Step SEO Process

Step 1: Conduct keyword research

The first step of any SEO campaign is to conduct keyword research. Doing SEO without knowing what keywords your site should rank for is like firing at a target without first taking aim.

Detailed keyword research and analysis sets your SEO campaign up for success in the long run.

Keyword Research

Step 2: Make your site search engine friendly

Once you have gathered a targeted list of keywords, the next step would be to input those keywords into your existing content. You can also use your keyword list to give you new content ideas.

Other on-page SEO factors include site speed, mobile optimisation, site architecture, and internal linking.

Step 3: Link building and local citation building

After taking care of your on-page SEO, here comes the hard part.

Off-page SEO activities include link building and building local citations.

Step 4: Reporting and analysis

Your SEO campaign doesn’t stop here. Check your keyword ranking reports, regularly monitor your site health through 3rd party tools such as Google Webmaster Tools, check your backlink reports, and identify potential areas for improvement.


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Keyword Research

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How to conduct keyword research

like a pro

What is Keyword Research?Keyword research is finding out what search terms

your potential readers are using, so that you can optimise your site better with the data.

Your job is to know what those keywords are and optimise your

website for them.

Your readers use keywords/search terms to search for your

business.


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Why is Keyword Research Important?

To provide the best answer to a question, you first need to understand the intention of the question, also commonly referred to as the searcher intent. Keyword research can help you to identify buyer personas based on the questions (search terms) they ask.

By conducting keyword research, you’ll discover exactly what questions your consumers are asking. The next step would be to understand the searchers’ intents and create content that will provide the best answers to each question.

Knowing what keywords your potential customers are using can help you better optimise your content for them and for the search engines (e.g. by including the keywords in your title tags, URL, meta description, copy, and image alt tags.)

Discover Personas

Create Useful Content

Optimize Your Content

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The 4-Step Keyword Research Process

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Brainstorm Build Organise Prioritise


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How to use Google Keyword Planner

Step 1: Sign into Google AdWords with your Gmail account.

Conducting Keyword Research (Google Keyword Planner)C

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Step 2: Set up your AdWords account if you have signed in to AdWords for the first time. Once done, navigate to Tools => Keyword Planner.


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Step 3: Click on “Search for new keywords using a phrase, website or category”.


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Step 4: Enter a seed keyword (e.g. “training room rental”) and click “Get ideas”.


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Step 5: Explore the “Ad group ideas” and “Keyword ideas” tab and start building your keyword list.Other keyword research tools

Here are some other keyword research tools, both paid and free, to consider:

•Google Suggest •Ubersuggest •Keywordtool.io •semrush •Thesaurus

Once you have gathered additional keywords from the other KW research tools, plug them back into Google Keyword Planner to estimate the average monthly search volume of each search term.

Conducting Keyword Research

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https://support.google.com/websearch/answer/106230?hl=en

http://ubersuggest.org/

http://www.semrush.com/features/keyword-research/

http://www.thesaurus.com/


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Some examples of keywords in various buying stages:

“Awareness” keywords: •office supplies needed to

start a business •office supplies for start up business

“Interest” keywords: •best office printers all in one •best office printers for

small business

“Desire” keywords: •office printers for sale •office printers lease

“Action” keywords: •fuji xerox printer cartridges singapore • fuji xerox printer cm225fw

Image Courtesy of

Hubspot

Types of Keywords You Should Target

AIDA Funnel (User Intent)

}}

InformationalContent

Product-CenteredContent

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http://blog.hubspot.com/blog/tabid/6307/bid/34158/How-Inbound-Marketing-Aligns-With-the-New-Purchase-Loop.aspx


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There are many third party softwares that can automatically analyse the keyword difficulty level (how difficult is it to rank a keyword on Google) such as: • Moz keyword difficulty tool• Ahrefs keyword difficulty tool• SEMrush keyword difficulty tool

To evaluate how competitive a keyword is without the use of tools, you need to look a range of on-page and off-page ranking factors in order to understand what caused a webpage to rank on the top 5 positions of Google such as: • Keywords in Title tags, H1 tags, URL• How useful and relevant is the content to the

search result• Quality and quantity of backlinks to the page• Overall domain authority

How to Evaluate Keyword CompetitivenessTitle Tags

URL

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https://moz.com/tools/keyword-difficulty

http://www.ahrefs.com

http://www.semrush.com/features/keyword-difficulty/


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On-Page SEO

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How to fix internal site issues and optimise your pages to boost rankings.

What is On-Page SEO / Why is it Important?

1 Search engines look for cues (i.e. keywords in the title and URL) on a webpage to determine whether it is relevant enough to rank for a set of search terms.

There are also other factors that search engines take into account such as site load time, crawlability, and click-thru-rate.

On-Page SEO is understanding these ranking factors and fixing any issues to make your site more friendly to the search engines.

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4 Without fixing your on-page SEO issues, it can be difficult to rank well even with good off-page SEO.


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EOUrl: www.fujixerox.com.sg/multifunction-printers1) Keywords

in URL

<title>A4 Colour Laser Printer</title></head>

<h1>A4 Black & White Multifunction Printer</h1>

With Fuji Xerox innovation and benchmark reliability at your

Image Keyword

inserted into Title and/or

Alt Text

<h3>A4 Colour Multifunction Printer</h3>

The Multifunction Printer…

Docuprint M115 w

Check out all our other printers here

<head><meta name=“description” content=“Now you have the freedom to work in the most efficient and productive way..”>

5) LSI Keywords in Content Area

6) Quality & Uniqueness of

Content

2) Keywords in Meta Description

3) Keywords in Title Tags

4) Keywords in Subheadings

7) Keywords in Image Title & Alt Tags

9) Interlink articles with relevant anchor text

(Site architecture)

8) Link out to relevant sources

if possible }10) Design

& UX

11) Mobile-friendly

12) Page Loads Fast

13) Page is crawlable/indexable

14) Include social sharing

buttons

15) Https Secure

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http://www.fujixerox.com.sg/multifunction-printers


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On-

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Title Tag (Best Practices)Ti

tle T

ag (B

est P

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ices

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Optimise for multiple keywords

Keep the length of your title between 50 - 60 characters.

Place the keyword closer to the front of the title.

Ensure your title is unique, outstanding, and appealing.

Include your brand name in the title tag - In front for the homepage and at the back for other pages of your site.

Ensure it is wrapped around the title tags <title>Example title</title>

Recommended reading: • https://moz.com/learn/seo/title-tag • https://searchenginewatch.com/sew/how-to/2154469/write-title-tags-search-engine-optimization

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https://moz.com/learn/seo/title-tag

https://searchenginewatch.com/sew/how-to/2154469/write-title-tags-search-engine-optimization


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Domain & URL (Best Practices)D

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Avoid rewriting dynamic URLs into static URLs e.g. (www.example.com/index.php?page=icdl-module&id=31)

Keep your domain name and URLs short and easy to understand (< 100 characters) and use lower case letters. Consider removing “stop words” such as and, or, but, a, etc.

Include your keywords in your URLs.

Avoid using uncommon TLDs such as .info, .name, .biz, etc.

Keep all sections of your site in one domain or subdomain and avoid nesting folders into deep layers.

Use hyphens and underscores as word separators but avoid hyphens on domain names.

Https secured

Recommended reading: • https://moz.com/learn/seo/title-tag • https://searchenginewatch.com/sew/how-to/2154469/write-title-tags-search-engine-optimization • https://support.google.com/webmasters/answer/76329?hl=en

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https://moz.com/learn/seo/title-tag

https://searchenginewatch.com/sew/how-to/2154469/write-title-tags-search-engine-optimization

https://support.google.com/webmasters/answer/76329?hl=en


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On-

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Meta Description (Best Practices)M

eta

Des

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(Bes

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Use only alphanumeric characters in your meta description. If wrapped in quotes “ ”, Google won’t display it.

Make your meta description is unique, outstanding, and persuasive.

Include your target keywords in your meta description. (Note: Meta description is not a ranking factor)

Ensure it is wrapped around the meta tags <meta name="description" content=“Example meta description content that will often show up in the search results snippets.”> and placed in the <head></head> section.

Keep your meta description between 150 to 160 characters.

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Use structured data markup if it is appropriate to the content. (Use a WordPress rich snippets plugin if you are using WordPress. Use schema-creator.org/ if you wish to create your own snippets.)

https://developers.google.com/structured-data/

https://wordpress.org/plugins/all-in-one-schemaorg-rich-snippets/

http://schema-creator.org/


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Image Optimisation (Best Practices)Im

age

Opt

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est P

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ices

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Use unique, high quality, custom graphics/photos where possible to increase chances of people embedding/citing your images.

Reduce your image file sizes and use the right image file type (e.g. JPEG is preferred over PNG / GIF).

Make your alt tags descriptive of the image and include your target keywords when possible (do not stuff keywords). <img src=“http://example.com/uploads/car-showroom.jpg alt=“car showroom”>

Use a descriptive image file name i.e. (car-showroom.jpg instead of DM9902.jpg)

Recommended reading: • https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/image-optimization?hl=en • http://www.hongkiat.com/blog/ultimate-guide-to-web-optimization-tips-best-practices/ • https://www.shopify.com/blog/7412852-10-must-know-image-optimization-tips • https://support.google.com/webmasters/answer/114016

Include your images into your sitemap and submit your sitemap to search engines.

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https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/image-optimization?hl=en

http://www.hongkiat.com/blog/ultimate-guide-to-web-optimization-tips-best-practices/

https://www.shopify.com/blog/7412852-10-must-know-image-optimization-tips

https://support.google.com/webmasters/answer/114016


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Content Creation (Best Practices)C

onte

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Ensure your content is unique and has E-A-T (Expertise, Authoritativeness, Trustworthiness).

Primary and secondary keywords should be included in subheadings and distributed evenly throughout your copy.

Include keywords that are closely related to your main keywords (also known as Latent Semantic Indexing (LSI) keywords) throughout your copy.

Mention your primary and secondary keywords early on in your copy.

Recommended reading: • http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/

searchqualityevaluatorguidelines.pdf • On-Page SEO Cheat Sheet

Link out to relevant internal pages of your website or relevant external websites where appropriate.

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Ensure your main content (MC) and supplementary content (SC) is relevant to your target keywords and provides the best answer to the searcher intent.

Write like you’re the subject matter expert and worry about keyword optimisation later.

http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf


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On-

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Des

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Design & UX (Best Practices)

Text is readable, images and multimedia are high quality.

No excessive placement of ads above the page fold. Ads are not to be disguised as content or be intrusive to users.

Main content elements stand out while supplementary content are displayed in a more subtle manner, making page easy to scan through.

Use breadcrumbs, submenus, navigational menus to provide users a better user experience when navigating through your site.

Page layout is designed with the enduser in mind.

Page renders fast (optimal loading time < 4 seconds).

Page is browser and device responsive.


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Site

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Site Architecture (Best Practices)

Related pages are well interlinked with appropriate anchor texts.

Main navigation menu is well organised, with the most important pages placed there. (Users can easily understand the theme of the site just by browsing through the main menu.)

Site is well organised into main categories and subcategories. (Proper URL structure is recommended. E.g. example.com/parent-category/child-category/post)

Target keywords are well organised and optimised on individual pages in order to avoid keyword cannibalisation.

Indicate paginated content with rel=”next” and rel=”prev”.

Use breadcrumbs.

Recommended reading: • https://moz.com/blog/site-architecture-for-seo • https://moz.com/blog/information-architecture-for-seo-whiteboard-friday

https://moz.com/blog/site-architecture-for-seo

https://moz.com/blog/information-architecture-for-seo-whiteboard-friday


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Accessibility For Search Engine Spiders

Redirects from older versions use 301 (permanent) instead of 302 (temporary) and not more than 2 hops.

Meta robots tags allows crawling and indexing.

Page content loads in page’s HTML.

Robots.txt file not blocking crawlers.

Implements canonicalisation where necessary.

XML Sitemap is submitted to Webmaster Tools.

Is not password protected or requires login.


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Robots.txt file not blocking crawlers.

A robots.txt file is used by web masters to give instructions to web robots not to visit specified pages or sections of a website. Note that it is entirely up to robots whether or not to obey your robots.txt commands.

A robots.txt can be easily generated via a text file and placed in the top-level directory of your web server.

Meta robots tags allows crawling and indexing.

Meta robots tags on the other tells robots not to index the content of a page and/or not to scan it for links to follow. It is placed in a page’s <head></head> section.

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User-agent: * Disallow: /wp-admin/ Disallow: /downloads/ Disallow: /members/

robots.txt file example

<html> <head> <title>...</title> <META NAME="ROBOTS" CONTENT="NOINDEX, NOFOLLOW"> </head>

Robots <meta> tag example


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Redirects from older versions use 301 (permanent) instead of 302 (temporary) and not more than 2 hops.

A 301 redirect is recommended over a 302 redirect. 301 or permanent redirects tells search engines and browsers that a page has moved permanently. This passes around 100% of PageRank or link juice to the newly specified page.

A 302 or temporary redirect indicates that a page has “moved temporarily” and 100% PageRank or link juice will be passed to the newly specified page.

It is also recommended not to redirect more than 2 hops (e.g. from page A to page B to page C and finally to page D) as search engines bots might stop following the redirects after a few hops.

Recommended reading: • https://moz.com/learn/seo/redirection • http://www.webconfs.com/how-to-redirect-a-webpage.php • http://searchengineland.com/google-no-pagerank-dilution-

using-301-302-30x-redirects-anymore-254608Acce

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Example of redirect command in .htaccess file

#Redirect your website to another domainRedirect 301 / http://example.com/

#Redirect your one page to anotherRedirect 301 /index.html http://example.com/

https://moz.com/learn/seo/redirection

http://www.webconfs.com/how-to-redirect-a-webpage.php

http://searchengineland.com/google-no-pagerank-dilution-using-301-302-30x-redirects-anymore-254608

http://example.com/

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Page content loads in page’s HTML.

It is imperative that the content you’re optimising your keywords in loads in HTML.

Though it is not advised to load your keywords in Javascript or Flash, Google can still pick up your keywords in these languages in some cases.

Human Search engine robot

Flash Website

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EOImplements canonicalisation where necessary.

What is canonicalisation?

Canonicalisation is the process of picking the best url when there are several choices, and it usually refers to home pages. For example, most people would consider these the same urls: www.example.com example.com/ www.example.com/index.html example.com/home.asp - Matt Cutts.

In cases where you require similar content on 2 or more different URLs (e.g. an A/B split testing experiment), implement the rel=canonical tag on the duplicate pages. This passes the same amount of link juice as a 301 redirect.

Recommended reading: • https://www.mattcutts.com/blog/seo-advice-url-canonicalization/ • https://moz.com/learn/seo/canonicalization

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Rel=canonical tag example

<head><link href="http://www.example.com/mainpage/" rel="canonical" /></head>

When Do You Implement Canonicalisation?

https://www.mattcutts.com/blog/seo-advice-url-canonicalization/

https://moz.com/learn/seo/canonicalization


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On-

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XML Sitemap is submitted to Webmaster Tools.

Submitting an XML sitemap to Google Webmaster Tools can help Google better crawl and index your website.

It is also recommended to include a HTML sitemap on your website for users to access, especially if your site is huge and split into many main categories and subcategories.

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https://www.google.com/webmasters/


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Is not password protected or requires login.

Password protected pages prevent search engine bots from accessing the page assets, resulting in subpar rankings.

If it is necessary to include gated pages (e.g. the backend of your CMS), it is good practice to block search engines from crawling these pages via your robots.txt file. This will save server resources and bandwidth.

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Link Building

4

The definitive guide to link building

It’s easy to manipulate on-page SEO It’s more difficult to influence inbound links

Why Use Links?

At one point, Google tested removing links entirely from the core algorithms and they didn’t like the results.

Link

Link Link

Link


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High Domain AuthorityHigh PageRank

Relevant Co-citationsRelevant Page Title

Keywords in Anchor TextPlaced in Main BodyAge of Page and BacklinkDofollow Link

Co-occurence

Relevant Content Topic

Anatomy of a Quality BacklinkC

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Main Domainexample.com

InternalPages

InternalPages

InternalPages

ExternalSite

ExternalSite

ExternalSite

ExternalSite

DomainAuthority

High Domain AuthorityC

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http://example.com


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Site APR 8

Site BPR 3

Site CPR 0

PR4

PR4

Site DPR 2

PR3

How PageRank is PassedC

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Site BHealth

Site CHealth

Your Site(Health)

Relevant Co-Citations and Co-OccurenceC

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g Co-occurence: Notice “treating cancer with surgery” was mentioned near the link text “cancer surgery”.

There we can make a statement that “cancer surgery” co-occured with “treating cancer with surgery”.


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3 Major Off-Page SEO Ranking Factors

Link Relevancy Link Popularity

Shoe Website

Shoe Article

Shoe Directory

Shoe Website

High PageRank

High PageRank

High PageRank

Link Diversity

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Are Facebook and Twitter signals part of the ranking algorithm? How much do they matter?

Google crawls and indexes Facebook and Twitter pages just like any other webpage on the web.

There are currently no special social ranking signals in Google’s ranking algorithms due to one instance where Google was blocked from crawling these pages for over a month.

It is more a matter of correlation than causation if a webpage has lots of social shares and is ranking highly on Google.

Links from Social Media sites are also usually nofollow links, preventing PageRank from passing to the linked page.

Social Media SignalsC

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Blog Comment Spam

Forum Comment Spam

Large-scale article marketing with keyword-rich anchor texts

Mass submission of site to low quality directories

Buying or selling links that pass PageRank

Text and graphic advertisements that pass PageRank

Use of automated bot software to create backlinks

Embedded and widely-distributed links on widgets or footers

Excessive reciprocal linking

Search Engine PenaltiesC

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k Bu

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AcademyEquinet

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The 4-Step Link Building Process

Analyze Define Develop & Execute Measure

Cha

pter

4: L

ink

Build

ing

Refer to: • 4-step link building process workbook


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Declare All Alternate

Versions On Every Page

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ocal

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nal S

EO &

Mis

c.

Recommended reading: • https://moz.com/blog/guide-to-international-seo • https://support.google.com/webmasters/answer/189077?hl=en • https://moz.com/blog/using-the-correct-hreflang-tag-a-new-generator-tool • http://www.aleydasolis.com/en/international-seo-tools/hreflang-tags-generator/

https://moz.com/blog/guide-to-international-seo

https://support.google.com/webmasters/answer/189077?hl=en

https://moz.com/blog/using-the-correct-hreflang-tag-a-new-generator-tool

http://www.aleydasolis.com/en/international-seo-tools/hreflang-tags-generator/


47

SEO ReportingC

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er 5

: Loc

al &

Inte

rnat

iona

l SEO

& M

isc.

Analysing landing page effectiveness. Are you serving content that’s relevant to the search query? Can your landing pages be improved in terms of delivery and quality of information and design, in order to reduce

bounce rates and increase time spent on page and site?


48

SEO ReportingC

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er 5

: Loc

al &

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rnat

iona

l SEO

& M

isc. Analysing goal completions from various sources/mediums through Google Analytics.


49

SEO ReportingC

hapt

er 5

: Loc

al &

Inte

rnat

iona

l SEO

& M

isc. Analysing estimate revenue/profit through goal completions from organic search.


50

SEO ReportingC

hapt

er 5

: Loc

al &

Inte

rnat

iona

l SEO

& M

isc. SEO Book’s Firefox Rank Checker

Recommended Tools: • http://tools.seobook.com/firefox/rank-checker/ • http://www.seopowersuite.com/rank-tracker/

SEO PowerSuite’s Rank Tracker

http://tools.seobook.com/firefox/rank-checker/

http://www.seopowersuite.com/rank-tracker/


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ocal

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SEO Head

Technical SEO Content Manager

PR / Link Builder

SEO Analyst / CRO

•Keyword research •Site architecture •On-page SEO •Site auditing •Speed optimisation •Mobile optimisation •Etc

• Content creation • Content research • Content calendar • Content editing • Content design

• Social media • Language translation • Etc

• Identify low hanging fruits • Scaling link building • Event marketing • Relationship building with

customers & influencers • Conducting interviews • Press releases • Etc

• Monitor keyword rankings • Traffic reporting • Revenue per keyword • Overall revenue from search • User behavioural signals

• Bounce rate • Time on site • Pages per visit

• Etc

The 4 Pillars of SEO

how to rank your website on page #1 of google...decrease rankings of sites that engage in shady link...

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