SEO Guide to Getting Found Online

SEARCH ENGINE OPTIMISATION
WHEN GETTING FOUND MEANS BUSINESS
An introduction to the habits of Search Engine Optimisation
©The Web Mob | www.thewebmob.com

Today's Key Take Aways
• What a Search Result looks like
• How Search Engines Work
• Basic SEO Formula
–Keyword and competitor research
–Making your page 'Google Friendly'
–Link building
• Myths and Questions
The Web Mob | www.thewebmob.com

The Classic Consultant Disclaimer
Todays content is intended as general information and an introduction to
Search Engine Optimisation.
Many more factors are involved in a successful SEO campaign in competitive
industries. Individual websites may differ in requirements.
If taken too far, some techniques can also have a negative effect on rankings.

AN AVERAGE DAY IN THE LIFE OF
AN SEO CONSULTANT
Keyword Research
Hidden Code
URL Structure
Navigation
Competitor Analysis
Robots.txt
Directory Submissions
Press ReleasesLink Building
SPAM!
Content creation
Article Marketing Analytics
User Experience Long Tail
Meta Data
Social Media
Webmaster Tools
Site Maps
Duplicate Content
Search Engine Algorithms
Indexes
Images – alt attributes
Video
Rel=nofollow
canonical
Rankings
Google Places/Local
Domains
Hosting
Changing Behaviors
Data Mining
Trends
Research
Personas and Profiling
Breadcrumbs
Accessibility
Redirects
Panda/Farmer
Florida
Caffienne

•Get more targeted, qualified website visitors?
•Generate leads and business in a sustainable way?
•Information to maximise your efforts in other marketing
channels?
•Get to understand your client base better?
•Have guidance to the topics you should be creating
content for?
•Lower your Pay per Click (Adwords) bids?
Search Engine Optimisation (SEO)
Would you like to:

ANATOMY OF A
SEARCH RESULT

Anatomy of a Search Result
'Organic' vs Paid Results
ORGANIC/
NATURAL RESULTS
PAID RESULTS
(PPC/ADWORDS)

Local Results - www.google.com/places
ORGANIC/
NATURAL RESULTS
1st
position may not get
as much traffic as in
previous example PAID RESULTS
(PPC/ADWORDS)
LOCAL RESULTS

Other Results
IMAGE RESULTS
VIDEO RESULTS
INSTANT ANSWERS

HOW SEARCH WORKS...
Algorithm aka Spider aka...

HELLO !
HOW SEARCH WORKS...
Google Bot...

HOW SEARCH WORKS...
?
WEBSITES ON THE INTERNET

HOW SEARCH WORKS...
INFORMATION ABOUT YOUR WEBSITE SEARCH ENGINE INDEX
Oh so that's
what your
website is about

HOW SEARCH WORKS...
SEARCH ENGINE INDEX SEARCH ENGINE RESULTS
Let me see
what I have
in my index
I think you
are looking
for these:
SEARCH QUERY

THE BASICS
ON PAGE
Content
Accessibility
RESEARCH
Competition
Keywords
LINKS
Gotta get yourself
connected!
SEO
More quality traffic
to your website

• Competitor Analysis and Benchmarking
• Keyword Research *
• Planning – content, pages, navigation,
• Existing website? Use your Analytics
RESEARCH AND PLANNING

KEY WORDS
WHICH
KEYWOR
DS?
What you
do/sell
Your
Location
Keywords
for
Quality
Traffic
Don't use
Industry
Jargon
Value
balanced
with
Competiti
on

KEYWORD RESEARCH *
Tell me
what your
pages are
about
RESEARCH AND PLANNING
- Keyword Exercise
- Ask your networks
- Conduct keyword research
[Google Keyword Tool]
Keyword phrases, not just keywords

‘ON PAGE’ FACTORS
(things you can do to your site)

ON PAGE FACTORS
KEYWORDS & META TAGS
Keywords at Start | Your Business Name
65 Characters Long
Title Meta-tag:
Write to increase click through
160 Characters over 2 lines
Description
Meta-tag:
Not particularly used anymore.
What's that word doing there?
Keyword
Meta-tag:
Titles
H1 and other
header
Meta-tag:
Don't go
overboard!
!

ON PAGE FACTORS
KEYWORD PLACEMENT – SEARCH RESULT*
<title>
Sunshine Coast - Accommodation | Events | Transport |
Attractions - Official Sunshine Coast Destination Ltd Holiday
Website
</title>
Keyword:
Sunshine Coast
Title Meta-tag:
DescriptionBreadcrumbs Domain Name

ON PAGE FACTORS
KEYWORD PLACEMENT
<title> Sunshine Coast - Accommodation | Events | Transport |
Attractions - Official Sunshine Coast Destination Ltd Holiday
Website </title>
Keyword:
Sunshine Coast
Title Meta-tag:
H1 Meta-tag:
Content

ON PAGE FACTORS
KEYWORDS IN CONTENT
Fresh content
Original content
Regular updates
Keywords in content
Structured Pages
No duplicate content

ON PAGE FACTORS
Domain names, Hosting and URL's
GOOD:
www.yoursitename.com.au/your-keyword
www.yoursitename.com.au/category-keyword/product-
keyword
BAD:
www.yoursitename.com.au/cgibin/srch_archive/defaul
t.aspsid=9DF4BC0580DF11D3ACB60090271E26A8&com
mand=endresult&query.
Be helpful
to me and
nice to
users
DOMAINS: Your website address
Brand vs Keywords
Domain age
HOSTING: Rent for your online Real Estate www.who.is
Regionally appropriate hosting

ON PAGE FACTORS
Accessibility and Other Factors
YOU NEED TO
LET ME READ
YOUR
INFORMATION
Site Maps:
HTML AND XML Site Map
Accessibility: Robots.txt
FLASH
iFrames
Clean Coding

LINK BUILDING
(Get yourself connected)

LINK BUILDING
WHY?
Hmm...
Which site is
more relevant?
WEBSITE
1
WEBSITE
2
EQUAL ON PAGE FACTORS

LINK BUILDING
WHY?
Other sites seem
to like website 2
better.
I WILL TOO
WEBSITE
1
EQUAL ON PAGE FACTORS
WEBSITE
2

LINK BUILDING
What a link looks like
Hyperlinks look a little bit like this
The Sunshine Coast is the ONLY place to be!!
Anchor Text = Your keywords
Link destination www.visitsunshinecoast.com.au

LINK BUILDING
What a link looks like
How to make it look like this:
Using HTML:
<a href="http://www.yourwebsite.com.au/your-website-page">Your Anchor Text</a>
The <a href="http://www.visitsunshinecoast.com.au/">Sunshine Coast</a> is the ONLY
place to be!!
The Sunshine Coast is the ONLY place to be!!
Using a Content Management System

LINK BUILDING
WHY?*
CLICK HERE

LINK BUILDING
Types of Links
One Way Link
Reciprocal Link
WEBS
ITE
WEBS
ITE
WEBS
ITE
WEBS
ITE
WEB
PAGE
WEB
PAGE
Internal Link

LINK BUILDING
Types of Links
Paid Links
Sneaky
Reciprocal Link
WEBS
ITE
$$
WEBS
ITE
WEBS
ITE
WEBS
ITE
WEB
PAGE
Three Way Links WEBS
ITE
WEBS
ITE
ARE YOU
TRYING
TO TRICK
ME!?!

LINK BUILDING
Industry Sites yahoo site explorer*
Directories – with Caution!
Articles sites
Guest Blogging
Link exchange – sometimes
Spread by Social Media
New site? 301 redirect
Where to find links

DO and DONTS
• Use Analytics
• Research
• Look for link
opportunities
• Blog! Fresh Content &
links
• Vary your anchor text
• Host your site
appropriately i.e.
Australia
• Keyword Stuffing
• Use all Flash
• Make your site hard to
read
• Spam other sites
• Pay for links
• Duplicate your content
• DON'T GO TOO FAR

Myths & Questions
1. PageRank
2. I work with Search Engines
3. I can get you to Number 1 – Guaranteed!
4. Working with an SEO – cheap, fast, I
won't need to work
5. SEO's to avoid
6. I want it all and I want it now!

Image credit: www.searchenginejournal.com (way funnier than me)

Web: www.thewebmob.com
Email: info@thewebmob.com
Phone: 07 5446 2666
Kiki: 0466 211 021
Please refer to the resource guide for more
information and your home work or go to
www.tq.com.au and search e-kit

SEO Guide to Getting Found Online

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