SEO fundamentals and best practices for on page elements, content, links and technical SEO.

1. SEO 101: Finding Yourself

2. What is SEO 01
Topics not keywords 02
Into the SERP and On Page SEO 03
Content 04
Technical SEO 05
06
07Q&A
Links

3. What is SEO anyway?

4. Visibility

5. Relevance

6. Authority

7. Search Engines Explained

8. Crawling

9. Indexing

10. Ranking

11. RankBrain (2016)
Machine learning for relevance

12. Topics, not keywords
​Creating Content for Users

13. Old way
​My Dog
​My dog’s name is Alfred. He’s a great dog. Some small
dogs are yappy. Not Alfred. He’s a total prince. Except
when he pees everywhere. And chases the cats. And
wakes me up at 3am. Actually, sometimes I seriously
consider jamming him in the microwave. But that dog is so
damned adorable I just can't wedge him in there.

14. New way
​My Dog
​My dog’s name is Alfred. He’s a great pup. Some small
breeds are yappy. Not Alfred. He’s a total prince. Except
when he pees everywhere. And chases the cats. And
wakes me up at 3am. Actually, sometimes I seriously
consider jamming the mutt in the microwave. But he's so
damned adorable I just can't wedge him in there.

15. Into the SERP

16. Search Engine Results Page
Or
SERP
Desktop
Mobile

17. Ads
Sold at auction
PPC
AdWords
Bing Ads
25% of all clicks

18. Knowledge Graph
Impossible to buy
Google decides
Organic

19. Local Pack Results
Organic
Requires Google My
Business account

21. Organic rankings
Impossible to buy
1000s of factors
75% of all clicks

22. Title tag
Meta
Description
URL
Sitelinks
Meta Data

23. On Page Elements

24. Title Tag
65 characters or less
Contains the target keyword or question

25. Meta Description
156 characters or less
Contains the target keyword or question
Encourage clicks

26. Image ALT Tags

27. Tools: Portent SEO Page Review Plugin

28. Content

29. Blog posts
Everything is Content
Informational resources (whitepapers,
studies, infographics, etc)
Videos and images
On page content (About Us, What We Do, etc)

30. Tools: Answer the Public

31. Canonicalization/Duplication

32. Panda (2011)
“Thin” content devalued

33. Navigation and UX of Content
​Blank Sheet of Paper Test

36. Technical SEO

37. Site Speed

38. Tools: Webpage Test

39. Optimize Images
Use the right file format
Use JPG for photographs and photographic images
Use PNG for line art, logos, etc.

40. 12 kb 22 kb
PNG JPG

41. Compress Images
Tools: ImageOptim
Compress before uploading

43. 1.4 MB

44. 266 KB

45. Response codes
​Three little digits that control your site

46. Good
PagePage
200

47. OK
PagePage
301
Page
Authority OK for now
But decays
I’m gone
forever. Please
move on.

48. Not OK
PagePage
302
Page
I’ll be back.
Google passes no authority

49. Oy
PagePage
redirect
Page
Higgledy-piggledy
Page
redirect

50. A url that doesn’t exist
Server response
Tool: httpstatus.io

52. Good
Good
Good
Good
Bad

53. Links

54. Make use of what you have.

55. Google Search Console
Crawl Error Report

56. Find Broken URLS… Get New Links!

57. Penguin (2012)
Spammy links devalued

58. Tools and Resources:
https://www.portent.co/finding-yourself

59. Q&A

60. thank you