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Taking a look inside Google By Dan Petrovic

Taking a look inside Google By Dan Petrovic. Introduction Session. SEO Level Industry Website Address Live Website Assessment Particular SEO Question / Area. SEO Workflow. Research Phrases Competitors Strengths & Weaknesses Identifying Opportunities Defining Targets

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Taking a look inside Google By Dan Petrovic

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  1. Taking a look inside Google By Dan Petrovic

  2. Introduction Session • SEO Level • Industry • Website Address • Live Website Assessment • Particular SEO Question / Area

  3. SEO Workflow • Research • Phrases • Competitors • Strengths & Weaknesses • Identifying Opportunities • Defining Targets • Onsite Optimisation • Offsite Optimisation • Performance Analysis • Campaign Adjustments

  4. How Google Works Importance of Content Importance of Links

  5. Result Sorting • Sorting Criteria: • Relevance • Importance • Other: • Timing • Site Type • Geographic • Lingual • Car Insurance, Home Insurance, Life Insurance, Income Protection ... • Get FREE online quotes for car insurance, life insurance, home & contents insurance, income protection insurance and bicycle insurance.www.realinsurance.com.au/ - Cached - Similar • Life Insurance Australia - Life Insurance Quotes - Allianz Australia • Life insurance quotes online from Allianz for cover up to $1.5 Million. Help protect your family with a premium Life Insurance policy from Allianz, ...www.allianz.com.au/allianz/life+insurance.html - Cached - Similar • Life Insurance | Life Insurance Quotes | Aussie • Apply over the phone in minutes. There are no blood tests and no medicals. Get life insurance cover today.www.aussie.com.au/insurance/life-insurance.htm - Cached - Similar • Life Insurance - Real Insurance • Life Insurance from Real Insurance offers FREE online quotes.www.life.realinsurance.com.au/ - Cached • Life Insurance, Term & Personal Insurance - Medibank Private • MedibankLife Insurance can provide you with comprehensive, affordable life insurance and the peace of mind to help secure the financial future for your ...www.medibank.com.au/Life-Insurance.aspx - Cached - Similar • Life Insurance, Funeral & Accident Insurance - Guardian Insurance • With Guardian, life insurance cover is uncomplicated and easy to get. Our products are transparent, flexible and easy to understand; offering financial ...www.guardianinsurance.com.au/ - Cached - Similar

  6. Search Engine Signals • Links represent one of many signals: • Page Titles <title>Page Title</title> • Headings <h1>Heading 1</h1> • Content Keyword Usage, Context, Semantics • Domain keyword.com • Images alt=“Image Description” • Links<a href=http://site.com>anchor</a>......

  7. Link Graph Friend Search engines judge you by your links. Supplier Blog YOU Partner Related? Competitor Forum

  8. CLICK HERE? Who ranks #1 for click here?

  9. Link Anatomy Click Here <a href=“http://mysite.com”>Click Here</a> Note: Text in link is called “Anchor Text”

  10. Voting System VOTE Linker Linked Every link is a vote from one site to another: • When you link to others you vote for them. • When others link to you they vote for you. Bottom Line: Get others to link to you.

  11. Link Quality Not all links are equal: SITE A YOU SITE C

  12. Link Quality & Quantity Number of outgoing links on site that links to you affects the link value. Less is better. SITE B SITE C SITE A SITE D YOU

  13. No Follow? <a rel=“nofollow” href=“http://site.com”>anchor text</a> Nofollow = No trust = No vote META, robots.txt, link Example: Blog comments, Forums, Social Media SITE A SITE B

  14. Competitor Research Competitor’s Links:

  15. Competitor Research Competitor’s Tags & Content:

  16. HOW TO GET LINKS? • Learn more about your existing links • Google Webmaster Tools: • Your website on the web • Links to your site • Analyse anchor text LINK: google.com/webmasters/tools/

  17. How to get links?

  18. Your Current Links Oh, nice!

  19. Why did these people link to me? • Analyse and understand your links • Discover most linked content • Find new link ideas • Form new partnerships and alliances • Fix wrong links (more about that later…)

  20. Who links to my competitors? • Yahoo & Google • link:http://www.mycompetitor.com.au • Discover new link opportunities • Understand your competitor’s strengths

  21. Link Building Ideas • Local Directories / Niche Directories • Guest Blogging • Industry Associations / Memberships • Social Media Participation • Non-competing businesses • Lawyer in Sydney & Lawyer in Melbourne • Hotel booking & Tour guides • Hosted content or functionality • Avoid links_9.html and resources_020.php pages (spam!)

  22. Link Building Ideas • Business partners & alliances • Product or service suppliers • Web design company (portfolio page) • Your office space / building complex • Customers • Incentivise: Offer discount and extras to linking customers • Share: Customers like to brag about recently purchased product • Celebrate: Happy customer testimonials

  23. Link Building Ideas • Positive Reviews, Feedback and Testimonials • Incorrect links or no links on brand and content • “click here”, “read more” (should be “main phrase”) • www.yourwebsite.com.au and yourwebsite.com.au • www.yourwebsite.com.au/deleted_page.html • Google Alerts!

  24. Search Tips • link:dejanseo.com.au Sample of backlinks • cache:dejanseo.com.au Cached page • site:dejanseo.com.au Lists all indexed pages • site:dejanseo.com.au Dan Finds “Dan” on our site • allinurl: “gardening” (e.g. website.com/gardening) • allintitle: “cars” (e.g. Car Dealer Sydney) • cheap “java books” -island -programming

  25. Link Placement Example

  26. Self-Generating Links • “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

  27. SEO Tools • Dejan SEO: SERP Preview Tool • Google Webmaster Tools • Majestic SEO • SEO Moz • Browser Plugins: • Nofollow • PageRank • Alexa

  28. dejanseo.com.au

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