Search Engine Optimisation an introduction and benefits

Transcription

1 Search Engine Optimisation an introduction and benefits Dan Petrovic, Dejan SEO Author: Dan Petrovic, Dejan SEO

2 What is SEO? SEO is a set of strategic and practical activities designed to maximise ability of your content to rank high and attract organic search engine traffic. Author: Dan Petrovic, Dejan SEO

3 Official Advice Search Engine Optimisation Guide SEO Information Webmaster Guidelines Webmaster Central Blog Webmaster Tools Webmaster Forums Curated List dejanseo.com.au/google-seo Author: Dan Petrovic, Dejan SEO

4 WEB CRAWLING GoogleBot & 100b Documents Copyright (C) 2011, Dejan SEO

5 Copyright (C) 2011, Dejan SEO

6 ON-SITE FACTORS Document Title & Search Snippet <title>dejan SEO</title> Copyright (C) 2011, Dejan SEO

7 dejanseo.com.au/serp-preview-tool

8 Link Graph

9 Social Graph

10 Knowledge Graph

11 Strategy. What are users looking for? What do I write about? What is keyword potential? What are realistic targets? What are competitors doing? Author: Dan Petrovic, Dejan SEO

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13 Get Your Data Raw Server Log Files Web stats Analytics Custom traffic and event tracking Google / Bing Webmaster Tools Other 3 rd party software

14 Discover & Prioritise Pages with great potential Phrases with great potential

15 Search in Google: phrase potential

16 Focus. Implement. Evaluate. And then back to your data. Search: ecommerce SEO

17 Technical. Spider Accessibility Canonicalisation Sitemaps Structured Data Geo-Targeting Parameter Handling Spam Prevention Author: Dan Petrovic, Dejan SEO

18 Technical SEO Examples On-Site Technical Off-Site URL to Phrase Matching Define Linkable Assets Navigation & Canonicalisation Relationship Assessment Content Analysis Broken Link Analysis GWT Setup & Configuration Consolidation Potential

19 Content. What is content? Value of Content - Traffic - Links - Branding Content Strategy Keyword Inclusion Author: Dan Petrovic, Dejan SEO

20 Copyright (C) 2011, Dejan SEO Define: Product.

21 Re-Define: Product Product Image (ALT TAG) Product Title Generic product description supplied by manufacturer which describes product only vaguely and provides no additional information and value to other sites selling the same product. $ Shipping ADD TO CART Copyright (C) 2011, Dejan SEO

22 Re-Define: Product Product Image (ALT TAG) + Gallery Unique Product Title Unique 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. $ $20 Shipping Customer Rating: Seller Recommendations Detailed Specifications Payment Methods Shipping Options ADD TO CART 12 of your friends recommend this. User Generated Content: Price Trends - Social Media Sharing - Tips - Reviews - Recommendations Copyright (C) 2011, Dejan SEO

23 Linkworthy Assets Linkworthy Assets Linkworthy Assets Positive Impact

24 Linkworthy Assets Linkworthy Assets x2 Or maybe 3 Linkworthy Assets

25 Distribution. Social Media Link Building Citations References Document Formats Author: Dan Petrovic, Dejan SEO

26 Link Building Getting Started Look at your existing links first (GWT) Fix links Discover linkable content Recreate Relationships and presence Office space Providers / suppliers Author: Dan Petrovic, Dejan SEO

27 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 Material Example: Steps on how to do up your tie Author: Dan Petrovic, Dejan SEO

28 GETTING LINKS Link-worthy Content Fun Useful Timely Creative Informative Newsworthy Controversial Author: Dan Petrovic, Dejan SEO

29 Case Study: 1

30 Case Study: 2

31 Case Study: 3

32 Thank you! How to find us? Google SEO Author: Dan Petrovic, Dejan SEO

33 Do & Do not.

34 Set Up Google+ Page Engage, share, grow followers, get + ed Get your content + ed Authorship Signals Setup and verify all your authors Embed it in CMS On-Site Canonicalise. Trim. Rich snippets. Links Risk assessment. Cleanup.

35 Index Bloat Thin, automated, repetitive content pages Indexable search results and tags SEO keyword pages Over-Optimise Anchor Text On-Page Link Schemes Automated Blog Networks Spam Mass-Scale Clever Tactics Poor UX Navigation, Design & Layout

36 Faceted Navigation Digital Cameras DSLR Compact Megapixels 5 10 Memory SD XD Memory Capacity 16Gb 32Gb Brand Nikon Canon We Found 1023 DSLR Digital Cameras with 10Megapixels and 32 Gb XD Memory 1. Nikon D Nikon D Nikon D Nikon D Nikon D Nikon D Page: PAGINATION

37 Faceted Navigation Products 4000 Indexed Pages 400,000

38 Technical Mastery for solid site architecture without bugs

39 ...continued...

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41 Software Crash.

42 Thank you! How to find us? Google SEO Author: Dan Petrovic, Dejan SEO

43 BONUS! Scanning Your Competitors Tools: Open Site Explorer Majestic SEO Metrics: Linking Root Domains / C-Classes Anchor Text Distribution Link Building Pace