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Dejan SEO - Fundamentals of SEO
1. Author: Dan Petrovic, Dejan SEO
Simon Phillips, Dejan SEO
The Fundamentals of SEO
an introduction and benefits
2. 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.
3. Author: Simon Phillips, Dejan SEO
Official Advice
• Search Engine Optimisation Guide
• SEO Information
• Webmaster Guidelines
• Webmaster Central Blog
• Webmaster Tools
• Webmaster Forums
Curated List
dejanseo.com.au/google-seo
4. What‟s Important?
What are the key things you need to be found?
Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
5. 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
6. 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?
7.
8. Get Your Data
• Raw Server Log Files
• Web stats
• Analytics
• Custom traffic and event tracking
• Google / Bing Webmaster Tools
• Other 3rd party software
20. Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
Re-Define:
Product
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.
$120.00 +
Shipping
Product Image
(ALT TAG)
ADD TO CART
21. Copyright (C) 2013, Dejan SEO – http://dejanseo.com.au
Re-Define: Product
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.
$120.00 + $20 Shipping
Customer 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
22. Author: Dan Petrovic, Dejan SEO
Distribution.
Social Media
Link Building
Citations
References
Document Formats
23. Author: Simon Phillips, Dejan SEO
Link Building
Getting 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
24. 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 Material
Example: Steps on how to do up your tie
25. Author: Simon Phillips, Dejan SEO
•Link-worthy Content
•Fun
•Useful
•Timely
•Creative
•Informative
•Newsworthy
•Controversial
GETTING LINKS
30. On-Site
The key 3 – Title, Meta Description, H1 Heading.
Create great content targeted towards real people!
Trim ‘fluffy’ content.
Rich snippet data
Links
Reflect real world relationships
Clean-up poor links.
Set Up Google+ Page
Engage, share, grow followers, get +’ed
Get your content +’ed
Authorship Signals
Setup and verify all your authors on your site
Embed it in your websites’ Content
Management System (CMS).
31. Index Bloat
Bloating 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
32. Author: Dan Petrovic, Dejan SEO
How to find us?
Google “SEO”
Thank you!
Or find me, Simon Phillips via
Email - simon@dejan.com.au
Twitter - @Visual_Alchemy