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

Google

Google

• 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