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hipages Group Head of SEO gave a Friday talk to hipages Group staff on SEO 101. This was a basic presentation to give non-marketing staff at hipages Group a basic understanding of what Search Engine Optimization is all about. hipages Group Friday talks are informal lunchtime presentations where members of our team share areas of expertise or passion with a cross functional group. Staff from all different departments attend to get an understanding of how other departments think.
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An Introduction into SEO
(Search Engine Optimisation)
No Sleeping
An Introduction into SEO
Contents
• Quick Quiz• SEO vs SEM• Why SEO is Important• SEO Process• Key Aspects to SEO &
Higher Rankings (How it Works)• The almighty: Google• Bad SEO Practices• Resources• SEO Knowledge Test
SEO vs SEM
SEO vs SEM
SEO vs SEM
Why SEO is Important
• In 2012 – 5,134,000,000 Google searches per day• Search engine growth ~10% per year• Worldwide Google Market Share – 69%• In Australia it is expected to be over 80% Google
Market Share• Homeimprovementpages.com.au – 55%
• ~80% of all searches click on page 1• Search engines deliver quality and targeted traffic more
so than other forms of advertising• Brand awareness
Source:http://www.statisticbrain.com/google-searches/ Why SEO is Important
SEO Process
Key Aspects of SEO
• Most used search engine• Over 200 different variables within the algorithm• Algorithm is continually changing and being updated• Key part of the algorithm is called PageRank• Built-in anti-spam filters• Advanced anti-spam penalties:
• Penguin – link penalty• Panda – quality content penalty
• Penalties have been designed to maintain organic search integrity
• Matt Cutts – head of web spam
PageRank
PageRank
• Is essentially a representation of your page’s reputation on the internet
• Does not guarantee rankings• Firefox or Chrome plugins available to display
PageRank value• Value from N/A (unranked) to 0 – 10• Links build PageRank, trust and authority• The higher the PageRank the more trust worthy a
website and link is
Bad SEO Practices
Bad SEO Practices
• Also known as Blackhat SEO• Bad practice SEO techniques designed to “game the
system”• Google is the only search engine to really punish
Blackhat SEO• Common examples:
• Keyword stuffing• Tiny text or hidden text & hidden links• Cloaking• Link buying & link spam
Resources
Resources - Blogs
• Search Engine Land• Moz• SEO Book• Search Engine Round Table• Search Engine Journal• Webmaster World• Matt Cutts Blog• Google Webmaster Central
Resources
Resources – Tools
• Quirk Search Status• Flagfox• Google Webmaster Tools• Web Developer Toolbar• Firebug• Google Keyword Planner• Google Page Speed Online
SEO Knowledge Test
SEO Knowledge Test
1. In 2012 – how many Google searches per day?a) Over 5 billion searches per dayb) Over 6 billion searches per dayc) I wasn’t paying attentiond) Sorry I was asleep
2. Why is SEO Important?a) Because Adam says sob) Can improve brand awarenessc) A lot of money to be made from itd) Google will eventually rule the world so we must
join in
SEO Knowledge Test
SEO Knowledge Test
3. Select 1 HTML On-page SEO Factora) Headersb) Page Speedc) Responsive Designd) Authority
4. Select 1 Off-Page SEO Factora) Linksb) HTMLc) Contentd) Architecture
SEO Knowledge Test
SEO Knowledge Test
5. Which of the following is a Blackhat SEO Spam Technique?a) White text on black backgroundb) Page Speedc) Content creationd) Link schemes
6. What is the #2 or 2nd Stage of the SEO Process?a) Off-page optimisationb) On-page optimisationc) Keyword researchd) Measurement, Results & Analysis
SEO Knowledge Test
SEO Knowledge Test
7. What does PageRank measure?a) Reputationb) Relevancy of a pagec) I forgetd) A random number
8. What is the number of ranking factors in Google’s algorithm?a) PageRankb) 100 or soc) 200 or sod) 300 or so
SEO Knowledge Test
SEO Knowledge Test
9. On average, how many times does Google tweak its algorithm?a) 200 – 300b) 300 – 400 c) 400 – 500 d) When they feel like it
10. Which of the following is a Google penalty?a) Coffeeb) Humming Birdc) Pandad) Puppy
Answers
SEO Knowledge Test
1. In 2012 – how many Google searches per day?a) Over 5 billion searches per dayb) Over 6 billion searches per dayc) I wasn’t paying attentiond) Sorry I was asleep
2. Why is SEO Important?a) Because Adam says sob) Can improve brand awarenessc) A lot of money to be made from itd) Google will eventually rule the world so we must
join in
Answers
SEO Knowledge Test
3. Select 1 HTML On-page SEO Factora) Headersb) Page Speedc) Responsive Designd) Authority
4. Select 1 Off-Page SEO Factora) Linksb) HTMLc) Contentd) Architecture
Answers
SEO Knowledge Test
5. Which of the following is a Blackhat SEO Spam Technique?a) White text on black backgroundb) Page Speedc) Oneflared) Link schemes
6. What is the #2 Stage of the SEO Process?a) Off-page optimisationb) On-page optimisationc) Keyword researchd) Measurement, Results & Analysis
Answers
SEO Knowledge Test
7. What does PageRank measure?a) Reputationb) Relevancy of a pagec) I forgetd) A random number
8. How many ranking factors in Google’s algorithm?a) 1b) 100 or soc) 200 or sod) 300 or so
Answers
SEO Knowledge Test
9. On average, how many times does Google tweak its algorithm?a) 200 - 300b) 300 – 400c) 400 – 500 d) When they feel like it
10. Which of the following is a Google penalty?a) Oneflareb) Humming Birdc) Pandad) Puppy
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