INTRODUCTION TO SEO

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INBOUND MARKETING

ContentBlogs, Product, Videos, White

Papers, Ebooks

SEOOn-page, off-page,

link building, keyword analysis

Social MediaTwitter, Linkedin, Facebook, Blogs,

Forums

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INTERLINKING OF THE WEB

Without links, Google won’t see this website as authoritative

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WHY DO YOU NEED TO RANK?

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Keyword research

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KEYWORD RESEARCH

https://adwords.google.com/ko/KeywordPlanner/Home

Get additional keyword ideas

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KEYWORD RESEARCH

http://www.google.co.za/trends/

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CREATE YOUR INITIAL SEED LIST

• Find industry-specific keywords

• Internal site search – what are your visitors searching for?

• Do you have existing PPC campaigns to pull keyword data from? What are your best performing keywords?

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KEYWORD BUCKETS

Chicken

Chicken Pie

Chicken Pie Recipe

Chicken Pie Pastry

Chicken Roast

Chicken Roast

Recipe

How to roast a chicken

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WEBSITE ARCHITECTURE

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WEBSITE ARCHITECTURE

ON-SITE OPTIMISATION

1. TITLE TAG

2. META DESCRIPTION

3. CONTEXTUAL LINKS IN BODY OF ARTICLE/PAGE

4. URL STRUCTURE

5. RICH SNIPPETS

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ON-SITE OPTIMISATION

Title Tag

http://www.searchenginejournal.com/the-forgotten-art-of-creating-good-title-tags/61281/

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ON-SITE OPTIMISATION

Meta description

This can be manually set so Google is able to index it. If no meta description is in place, Google usually inserts the first 160 characters from the body content.http://blog.kissmetrics.com/meta-description-magic/http://contentmarketinginstitute.com/2012/02/essential-guide-to-meta-descriptions/

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ON-SITE OPTIMISATION

Contextual links

Contextual linking should be considered part of your core internal linking structure, as they allow you to pass PageRank to deep pages and cross-silos.

Use descriptive anchor text. Use keywords in anchor text leading to target page.

http://blog.penelopetrunk.com/

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Optimising a news article

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Xyz3.recipeblog.com/a/?q=31z&mg=vv7z&sd=8

UnnecessarySubdomain

Dynamic URLs don’t perform as well as static and engines recommend

against more than two parameters

No keywords in the URL string

SEARCH ENGINE UN-FRIENDLY URL

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www.recipeblog.com/recipes/chicken-roast-in-2hrs

Single domain Shallow folder structurewith relevant words

Keywords in page name,separated by hyphen

SEARCH ENGINE FRIENDLY URL

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RICH SNIPPETS

Recipes

Authorship

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RICH SNIPPETS - PLUGINS

Recipes

http://wordpress.org/plugins/recipe-card/

http://wordpress.org/plugins/easyrecipe/

http://wordpress.org/plugins/getmecooking-recipe-template/

Authorship

http://wordpress.org/plugins/authorsure/

http://wordpress.org/plugins/google-plus-authorship/

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RICH SNIPPET TESTING TOOL

http://www.google.com/webmasters/tools/richsnippets

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GOOGLE CAN PENALISE YOUR WEBSITE

• Using another website’s content – creating duplicate content

• Buying links

• Excessive reciprocal links

• Keyword stuffed content

• Overused anchor text

• Keyword domains

• Affiliate links

http://blog.kissmetrics.com/penalized-by-google/

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SOCIAL SIGNALSLogged into Google

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SOCIAL MEDIA TRACKING

Track your (and competitors) progress of social shares

THANK YOU