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SEO – Search Engine Optimisation

SEO – Search Engine Optimisation. LESSON OVERVIEW. In this lesson we will be going over what SEO is and the factors that affect your search engine optimisation. You’ll learn about best practices, different tools to use, and how to analyse SEO date.

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SEO – Search Engine Optimisation

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  1. SEO – Search Engine Optimisation

  2. LESSON OVERVIEW In this lesson we will be going over what SEO is and the factors that affect your search engine optimisation. You’ll learn about best practices, different tools to use, and how to analyse SEO date. We will also be researching competitors SEO and what keywords are best for your brand/business.

  3. What is SEO? • Stands for Search Engine Optimisation • SEO is the process of affecting your website’s organic visibility on a search engine • Many factors affect SEO

  4. History of SEO – Early Years (2003-05) • Google took the lead on SEO user-focused and ethical practices as early as 2003. • The birth of ‘local’ SEO – linking users with valuable info near them (maps, locations, store hours etc) • Marketing focused heavily on generating inbound links and keywords on page.

  5. History of SEO – Middle Ages (2006-09) • Advent of a more reactive search experience (Google Universal Search) • Real-Time updates from social media blends optimisation and user-focused content • Google Suggest launched in 2008 – helped sort content relevance • Research tools such as Google Analytics made SEO more targeted

  6. History of SEO – The Enlightenment (2010-12) • Massive change in SEO – earn ranking through quality content or face penalties • Google enforced strict regulations on its search • Birth of Google + • Marketing became valuable and heavily user-focused, leading to the personalised, more engaging web of today.

  7. History of SEO – Modern Ages (2013 - ) • Today there is a struggle between personalisation and privacy. • Users cry for less invasive marketing • Mobile optimisation has become key to visibility • The internet now demands personalised, quality content to be competitive.

  8. History of SEO – Today(2018) • Google now Demands secure websites (HTTPS) • It’s all about a high quality digital presence. • Meta Keywords are becoming obsolete. • Accelerated Mobile Pages are favoured.

  9. SEO Factors 2016/17 • Domain Level Link Features – Quantity of links, trusts • Page-Level Link Features – Anchor text distribution • Page Keyword & Content Features – Content Quality • Page Keyword Agnostic Features – Length, readability, load speed, structured data, HTTPS • Engagement/Traffic – Quantity/Diversity/CTR (click through rates) of queries • Domain Brand Metrics – Domain/Brand used elsewhere (News) • Domain Keyword usage – Exact / Partial matches • Domain Keyword Agnostic Features – Name length, SSL • Page Level Social Metrics – Quantity/Quality of tweets, shares etc

  10. SEO Factors 2017/18 Domain Factors Domain Age: Though Google prefers those domains which are elder over the new ones, it hardly matters in Google ranking. According to Matt Cutts, “The difference between a blog that’s six months old versus one year old is really not that big at all.” Keywords Appear in the Top-Level Domain: If you have your keywords in your domain, then this will act as a relevancy signal. Google bolds those keywords which appear in the domain name. Keywords as the First Word in the Domain: The domain which starts with its keyword will get preference over others that don’t have the keywords in their first word of the domain name. Domain Registration Length: The valuable domains are paid in advance while on the other hand illegitimate domains are hardly used more than one year. So, this is another factor in deciding the rank of a website. Keyword in the Subdomain:Moz’s 2011 panel revealed that if your keywords are in your subdomains, then this will boost your Google ranking. Domain History:  A site which has volatile ownership or several drops may tell Google to reset the history of the site, refuting links pointing to the domain. Exact Match Domain: For a quality site, EMD update gives you an advantage in your ranking. But for a low-quality site, EMD can tarnish your ranking. Country Ltd Extension: If your domain contains your country code like .in, .ca, etc. then your site will get higher rank in that particular country. But this may hamper your global ranking. Public Vs Private Whois: Private whois information may sometimes hide some information, and in this way, it can give a negative impact on your ranking. Personalized Whois Owner: If Google identifies a person as a spammer, then they vigilantly scrutinize the other sites which are owned by that person.

  11. SEO Factors 2017/18 Page Level Factors Keyword in Title Tag: The title tag plays an important role and thus, sends a strong and robust on-page SEO signal. Title Tag Starts with Keywords: The title tag is the second most important piece of a website. So, if your title tag starts with keywords, then your site will get a better ranking by Google. Keywords in Description Tag: Though this is not very much pertinent, still it makes a difference. Keywords in H1 tag: This acts as another relevancy signal. The Keyword is the Most Frequently Used Phrase in the Document: If your keyword appears more time any other words, then this will act as a relevancy signal. Content Length:Content with more words always gets preferred by Google. Keyword Density: Keyword density is used by Google to determine the topic of a web page. But if you use too many keywords, then it may tarnish your Google ranking. Latent Semantic Indexing (LSI) Keywords in Content: The presence of LSI acts as a content quality signal. LSI keywords help search engine to find the exact meaning of words. So, the presence of LSI keywords will enhance your ranking. LSI Keywords in Title and Description: LSI keywords in meta tags act as a relevancy signal. Duplicate Content: Try to use fresh, relevant and precise content on your site. If Google identifies duplicate content, then your site will not get preferred. Page Loading Speed via HTML: Google uses page loading speed to decide the rankings. Search engine spiders can calculate your site’s speed based on a page’s code and file size. Rel=canonical: If you properly use this tag properly, then it may prevent Google from considering pages which contain duplicate content. Page Loading Speed via Chrome: Google sometimes uses Chrome user data to get a better handle on a page’s loading time, as this takes into account the server speed, CDN usage, and other non-HTML related site speed signals. Image Optimization: Images send relevancy signal to search engine through their title, caption, file name, and description. Content Update: If you update or edit your site frequently, then Google will give you a thumbs up and will give priority to your site. words. So, the presence of LSI keywords will enhance your ranking.

  12. SEO Factors 2017/18 Page Level Factors Keyword in Title Tag: The title tag plays an important role and thus, sends a strong and robust on-page SEO signal. Title Tag Starts with Keywords: The title tag is the second most important piece of a website. So, if your title tag starts with keywords, then your site will get a better ranking by Google. Keywords in Description Tag: Though this is not very much pertinent, still it makes a difference. Keywords in H1 tag: This acts as another relevancy signal. The Keyword is the Most Frequently Used Phrase in the Document: If your keyword appears more time any other words, then this will act as a relevancy signal. Content Length:Content with more words always gets preferred by Google. Keyword Density: Keyword density is used by Google to determine the topic of a web page. But if you use too many keywords, then it may tarnish your Google ranking. Latent Semantic Indexing (LSI) Keywords in Content: The presence of LSI acts as a content quality signal. LSI keywords help search engine to find the exact meaning of words. So, the presence of LSI keywords will enhance your ranking. LSI Keywords in Title and Description: LSI keywords in meta tags act as a relevancy signal. Duplicate Content: Try to use fresh, relevant and precise content on your site. If Google identifies duplicate content, then your site will not get preferred. Page Loading Speed via HTML: Google uses page loading speed to decide the rankings. Search engine spiders can calculate your site’s speed based on a page’s code and file size. Rel=canonical: If you properly use this tag properly, then it may prevent Google from considering pages which contain duplicate content. Page Loading Speed via Chrome: Google sometimes uses Chrome user data to get a better handle on a page’s loading time, as this takes into account the server speed, CDN usage, and other non-HTML related site speed signals. Image Optimization: Images send relevancy signal to search engine through their title, caption, file name, and description. Content Update: If you update or edit your site frequently, then Google will give you a thumbs up and will give priority to your site. words. So, the presence of LSI keywords will enhance your ranking. Many more!

  13. SEO Factors 2017/18 Site Level Factors Content Adds Value: Google is desperately looking for those sites which provide fresh, meaningful and new content. So, if your site contains some unparalleled, new and impeccable content, then it will get preferred by Google. Contact Us Page: Google prefers those sites which have proper contact information. So, keep all the necessary information on your contact page. Domain Trust: this measure how many links away your site is from highly-trusted sites as it plays an important role in your ranking. Site Update: If you update your site frequently, then this will add value to your Google ranking. Sitemap: Sitemap helps search engine index to find your page easily. So, if your site contains a site map, then you will get a higher ranking. Site Architecture: A site architecture helps Google thematically organize your content, and thus, it will help your site to get better Google rank. The Number of Pages: The number of pages a site has is a weak sign of authority. Site Uptime: Lots of downtime from site maintenance or server issues may hamper your ranking. Server Location: Server location may influence where your site ranks in different geographical regions. SSL Certificate: Google use SSL certificate to rank a site. Duplicate Meta Information On-Site: Duplicate meta information across your site bring down your page’s visibility. Breadcrumb Navigation: This is a style of user-friendly site architecture which users to know where they are exactly on a site. This is another important factor for your ranking. Mobile Optimized: If your site is responsive which means it can easily be viewed from mobile devices, then it will get a higher ranking by Google. YouTube: YouTube videos are preferred by Google in Search Engine Result pages (SERPs) as b own it. So, try to incorporate some YouTube videos on your site. User Reviews: A site’s reputation plays a pivotal role in Google’s algorithm. If your site receives good reviews from the users, then it will get a higher rank over the sites which don’t receive any review from the users. Site Usability: A site which is difficult to use or navigate can tarnish your Google ranking. So, try to make a user-friendly site if you want to enhance your Google ranking. Use Google Analytics and Google Webmaster Tools: If you use Google analytics and Google webmaster tools, then these can directly influence Google (by providing more data) in making your rank higher in SERPs. And More

  14. SEO Factors 2017/18 User Behaviour Factors Click Through Rate (CTR) for a Keyword: Pages which receive more CTR may get SERP boost for that particular keyword. Organic CTR for all keywords: A page’s organic CTR for all keywords gets a better rank. Bounce rate: The pages where people quickly bounce is probably not very good for SEO ranking. Direct traffic: sites which receive direct traffic are preferable than those which get a very little traffic. Repeat traffic: The site which gets repeated traffic may get a higher rank by Google in SERPs. Blocked sites: This sends a quality signal to Google. Chrome bookmarks: Pages which get bookmarked in Chrome might get a boost. Google toolbar data: This is another ranking signal. The number of comments: The pages which receive more comments are more authentic and trustworthy, and hence, they receive higher ranks. Dwell time: If people spend a lot of time on your site, then it may be used as a quality signal.

  15. TASK 1: Google your 10 Keywords. Take note of what appears.(20 mins)

  16. SEO is Organic • Refers to the process of a customer finding your site naturally (rather than through paid advertising) • While paying for PPC advertising on Google etc is an option… • Organic SEO is significantly better for your business – and your profits! • Over 200 factors affect your organic ranking

  17. How has SEO changed?

  18. SEO Algorithms • Google changes its Search Algorithms 500-600 times each year. • Some of these changes, such as Google Panda and Google Penguin, have major effects on the way results show up when a search is made. • For example, Panda (introduced February 2016) is meant to filter sites with poor-quality content out of Google’s top search results.

  19. Meta Data Research • Choose your Top 3 Competitors • Go to their website and right click (make sure you aren’t using safari… Chrome is much better!) • Click inspect

  20. Meta Data Research • Find the <head> tag

  21. Meta Data Research • Open the <head> tag and find <meta name=“keywords”….<meta name=“description”…

  22. Meta Data Research • Take note of what keywords your competitors are using. • They may be useful to streamline your keywords.

  23. Research • https://serps.com/tools/rank_checker_report • http://www.spyfu.com/uk • https://kwfinder.com • https://my.wordtracker.com • https://www.semrush.com/

  24. TASK 2: Using your research/personas re-write your original keywords based on what people are more likely to search.(20 mins)

  25. Search your Keywords Again Can you notice a difference in results? Are you finding more results like those you wish to advertise? If you are, then your keywords are working!

  26. TASK 3: Turn to your partner and ask what they would search for to find your website.(20 mins)

  27. Focus Keywords Each page should have a focus keyword, something that’s repeated in the URL, the Metadata, the Headings, the Page Content and links.

  28. Backlinks Backlinks are highly valued in SEO. They are links to your website from other places (eg. a directory or a news site). The more you have and the higher quality they are, the better you rank

  29. TASK 4: Find 5 sites you’d want backlinks to your website on. Take note and plan how you would target them.

  30. TASK 5: Use https://www.contentkingapp.com/ and start a free trial to see your website statistics.

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