1. Taking a look inside Google By Dan Petrovic

2. Introduction Session SEO Level Industry Website Address Live Website Assessment Particular SEO Question / Area

3. 1.Research a)Phrases b)Competitors c)Strengths & Weaknesses d)Identifying Opportunities e)Defining Targets 2.Onsite Optimisation 3.Offsite Optimisation 4.Performance Analysis 5.Campaign Adjustments SEO Workflow

4. How Google Works 1.Importance of Content 2.Importance of Links

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7. Links represent one of many signals: – Page Titles Page Title – Headings Heading 1 – Content Keyword Usage, Context, Semantics – Domain keyword.com – Images alt=“Image Description” – Links anchor...... Search Engine Signals

8. Search engines judge you by your links. YOU Supplier Friend Blog Competitor Forum Partner Link Graph Related?

9. CLICK HERE? Who ranks #1 for click here?

10. Link Anatomy Click Here Note: Text in link is called “Anchor Text”

11. Voting System Every link is a vote from one site to another: a)When you link to others you vote for them. b)When others link to you they vote for you. Bottom Line: Get others to link to you. LinkerLinked VOTE

12. Link Quality Not all links are equal: SITE AYOU SITE C

13. Number of outgoing links on site that links to you affects the link value. Less is better. SITE A SITE B SITE C SITE D YOU Link Quality & Quantity

14. anchor text Nofollow = No trust = No vote META, robots.txt, link Example: Blog comments, Forums, Social Media SITE ASITE B No Follow?

15. Competitor Research Competitor’s Links:

16. Competitor Research Competitor’s Tags & Content:

17. HOW TO GET LINKS? Learn more about your existing links – Google Webmaster Tools: Your website on the web Links to your site Analyse anchor text LINK: google.com/webmasters/tools/

18. How to get links?

19. Your Current Links Oh, nice!

21. Why did these people link to me? Analyse and understand your links Discover most linked content Find new link ideas Form new partnerships and alliances Fix wrong links (more about that later…)

22. Who links to my competitors? Yahoo & Google – link:http://www.mycompetitor.com.au Discover new link opportunities Understand your competitor’s strengths

23. Link Building Ideas – Local Directories / Niche Directories – Guest Blogging – Industry Associations / Memberships – Social Media Participation – Non-competing businesses Lawyer in Sydney & Lawyer in Melbourne Hotel booking & Tour guides Hosted content or functionality Avoid links_9.html and resources_020.php pages (spam!)

24. Link Building Ideas – Business partners & alliances – Product or service suppliers – Web design company (portfolio page) – Your office space / building complex – Customers Incentivise: Offer discount and extras to linking customers Share: Customers like to brag about recently purchased product Celebrate: Happy customer testimonials

25. Link Building Ideas – Positive Reviews, Feedback and Testimonials – Incorrect links or no links on brand and content “click here”, “read more” (should be “main phrase”) www.yourwebsite.com.au and yourwebsite.com.au www.yourwebsite.com.au/deleted_page.html – Google Alerts!

26. link:dejanseo.com.au Sample of backlinks cache:dejanseo.com.au Cached page site:dejanseo.com.au Lists all indexed pages site:dejanseo.com.au Dan Finds “Dan” on our site allinurl: “gardening” (e.g. website.com/gardening) allintitle: “cars” (e.g. Car Dealer Sydney) cheap “java books” -island -programming Search Tips

27. Link Placement Example

28. Self-Generating Links “Link to us” page: – Encourage linking to your site. – Take control of how people link to you. – Make it easy for people to do so. Social media sharing within content Useful Tools / Templates / Resources Link Bait Material – Example: Steps on how to do up your tie

29. SEO Tools Dejan SEO: SERP Preview Tool Google Webmaster Tools Majestic SEO SEO Moz Browser Plugins: – Nofollow – PageRank – Alexa

30. dejanseo.com.au