SEO Masterclass Rob Chant Pitch & Mix 20 th June 2011

The SEO mindset there are no rules think like Google is content really king? it's a process avoid position fixation

There are no rules SEO is a fuzzy process the game is always changing (although the goal posts stay in pretty much the same place) there are always exceptions, outliers and unexpected results we can only measure correlation, not causation

Think like Google Google is trying to find, organise and qualify information think like Google to asses SEO advice for yourself but remember this is only a rule of thumb!

Is content really king? quality content (and lots of it) is very important but it doesn't market itself most 'great content' is actually mediocre strive to be better

It's a process SEO is not a one-off activity it touches on almost everything you do with your web presence Google likes to see new content and links coming in all the time keep measuring performance and looking for new opportunities

Avoid position fixation #1 is shiny, but it's not always that important there are many opportunities available: local listings, long tail traffic, video, shopping search, etc work with a diverse range of keywords and tactics

The SEO mix site infrastructure on-page optimisation content generation link building

Site infrastructure analytics (Google or otherwise) site maps (both XML and human-readable) canonical tags and 301 redirects clean, semantic URLs

On-page optimisation use one keyword per page and one page per keyword the URL path and meta description are both very important other useful places are the title tag, H1 tag, image alt properties always link out from within the content of a page don't keyword stuff or worry about keyword density

Content generation important for rankings, long tail traffic and building links Google likes to see new content at least once per week blogging is great for this social media-savvy press room

Link building link building is a big, messy and hard process links affect crawl, indexation and rankings: they dominate all other factors tactics vary depending on the size, maturity and niche of your site manual: on-line PR, directories, requests scalable: viral content, widgets, sharing tools

We've covered... there are no rules think like Google is content really king? it's a process avoid position fixation site infrastructure on-page optimisation content generation link building

Rob Chant