Upload
others
View
6
Download
0
Embed Size (px)
Citation preview
Top 3 Ranking FactorsSearch Results
Answers the searcher’s intent
Keywords are found on the web page
Strong backlink profile
123
2
Search Engine Optimization (SEO) Training CourseAcademyEquinet
3
Link Building
The definitive guide to link building
It’s easy to manipulate on-page SEO It’s more difficult to influence inbound links
Why Use Links?
At one point, Google tested removing links entirely from the core algorithms and they didn’t like the results.
Link
Link Link
Link
Search Engine Optimization (SEO) Training CourseAcademyEquinet
4
High Domain AuthorityHigh PageRank
Relevant Co-citationsRelevant Page Title
Keywords in Anchor TextPlaced in Main BodyAge of Page and BacklinkDofollow Link
Co-occurence
Relevant Content Topic
Anatomy of a Quality BacklinkLi
nk B
uild
ing
Search Engine Optimization (SEO) Training CourseAcademyEquinet
5
Main Domainexample.com
InternalPages
InternalPages
InternalPages
ExternalSite
ExternalSite
ExternalSite
ExternalSite
DomainAuthority
High Domain AuthorityLi
nk B
uild
ing
Search Engine Optimization (SEO) Training CourseAcademyEquinet
6
Site APR 8
Site BPR 3
Site CPR 0
PR4
PR4
Site DPR 2
PR3
How PageRank is PassedLi
nk B
uild
ing
Search Engine Optimization (SEO) Training CourseAcademyEquinet
7
Site BHealth
Site CHealth
Your Site(Health)
Relevant Co-Citations and Co-Occurence
Co-occurence: Notice “treating cancer with surgery” was mentioned near the link text “cancer surgery”.
There we can make a statement that “cancer surgery” co-occured with “treating cancer with surgery”.
Link
Bui
ldin
g
Search Engine Optimization (SEO) Training CourseAcademyEquinet
8
3 Major Off-Page SEO Ranking Factors
Link Relevancy Link Popularity
Shoe Website
Shoe Article
Shoe Directory
Shoe Website
High PageRank
High PageRank
High PageRank
Link Diversity
Link
Bui
ldin
g
AcademyEquinet
9
The 4-Step Link Building Process
Analyze Define Develop & Execute Measure
Refer to: • 4-step link building process workbook
Link
Bui
ldin
g
Search Engine Optimization (SEO) Training CourseAcademyEquinet
10
SEO Activity
Build your target keyword list
Search Engine Optimization (SEO) Training CourseAcademyEquinet
11
SEO Activity
Track your keyword rankings
Search Engine Optimization (SEO) Training CourseAcademyEquinet
12
Url: www.singhealth.com.sg/breast-cancer-treatment/1) Keywordsin URL
<title>Breast cancer treatment in Singapore</title></head>
<h1>Cost of breast cancer treatment</h1>
Book a consultation for breast cancer screening and treatment
Image Keyword
inserted into Title and/or
Alt Text
<h3>Prognosis of Breast Cancer</h3>
Breast Cancer is curable…
liver cancer treatment …
Book a cancer screening session today.
<head><meta name=“description” content=“We provide the best and most effective breast cancer treatment options in Singapore.”>
5) LSI Keywords in Content Area
6) Quality & Uniqueness of
Content
2) Keywords in Meta Description
3) Keywords in Title Tags
4) Keywords in Subheadings
7) Keywords in Image Title & Alt Tags
9) Interlink articles with relevant anchor text
(Site architecture)
8) Link out to relevant sources
if possible }10) Design
& UX
11) Mobile-friendly
12) Page Loads Fast
13) Page is crawlable/indexable
14) Include social sharing
buttons
15) Https Secure
On-
Page
SEO
Che
at S
heet
Search Engine Optimization (SEO) Training CourseAcademyEquinet
13
On-
Page
SEO
Che
at S
heet
How Can Position #5 Jump Up to #1 Ranking?
Search Engine Optimization (SEO) Training CourseAcademyEquinet
15
On-
Page
SEO
Che
at S
heet
On-
Page
SEO
Accessibility For Search Engine Spiders
Redirects from older versions use 301 (permanent) instead of 302 (temporary) and not more than 2 hops.
Meta robots tags allows crawling and indexing.
Page content loads in page’s HTML.
Robots.txt file not blocking crawlers.
XML Sitemap is submitted to Webmaster Tools.
Is not password protected or requires login.
Search Engine Optimization (SEO) Training CourseAcademyEquinet
16
Robots.txt file not blocking crawlers.
A robots.txt file is used by web masters to give instructions to web robots not to visit specified pages or sections of a website. Note that it is entirely up to robots whether or not to obey your robots.txt commands.
A robots.txt can be easily generated via a text file and placed in the top-level directory of your web server.
Meta robots tags allows crawling and indexing.
Meta robots tags on the other tells robots not to index the content of a page and/or not to scan it for links to follow. It is placed in a page’s <head></head> section.
User-agent: * Disallow: /wp-admin/ Disallow: /downloads/ Disallow: /members/
robots.txt file example
<html> <head> <title>...</title> <META NAME="ROBOTS" CONTENT="NOINDEX, NOFOLLOW"> </head>
Robots <meta> tag example
On-
Page
SEO
Search Engine Optimization (SEO) Training CourseAcademyEquinet
17
Redirects from older versions use 301 (permanent) instead of 302 (temporary) and not more than 2 hops.
A 301 redirect is recommended over a 302 redirect. 301 or permanent redirects tells search engines and browsers that a page has moved permanently. This passes around 100% of PageRank or link juice to the newly specified page.
A 302 or temporary redirect indicates that a page has “moved temporarily” and 100% PageRank or link juice will be passed to the newly specified page.
It is also recommended not to redirect more than 2 hops (e.g. from page A to page B to page C and finally to page D) as search engines bots might stop following the redirects after a few hops.
Recommended reading: • https://moz.com/learn/seo/redirection • http://www.webconfs.com/how-to-redirect-a-webpage.php • http://searchengineland.com/google-no-pagerank-dilution-
using-301-302-30x-redirects-anymore-254608
Example of redirect command in .htaccess file
#Redirect your website to another domainRedirect 301 / http://example.com/
#Redirect your one page to anotherRedirect 301 /index.html http://example.com/
On-
Page
SEO
Search Engine Optimization (SEO) Training CourseAcademyEquinet
18
Page content loads in page’s HTML.
It is imperative that the content you’re optimising your keywords in loads in HTML.
Though it is not advised to load your keywords in Javascript or Flash, Google can still pick up your keywords in these languages in some cases.
Human Search engine robot
Flash Website
On-
Page
SEO
Search Engine Optimization (SEO) Training CourseAcademyEquinet
19
XML Sitemap is submitted to Webmaster Tools.
Submitting an XML sitemap to Google Webmaster Tools can help Google better crawl and index your website.
It is also recommended to include a HTML sitemap on your website for users to access, especially if your site is huge and split into many main categories and subcategories.
On-
Page
SEO
Search Engine Optimization (SEO) Training CourseAcademyEquinet
20
Is not password protected or requires login.
Password protected pages prevent search engine bots from accessing the page assets, resulting in subpar rankings.
If it is necessary to include gated pages (e.g. the backend of your CMS), it is good practice to block search engines from crawling these pages via your robots.txt file. This will save server resources and bandwidth.
On-
Page
SEO
Search Engine Optimization (SEO) Training CourseAcademyEquinet
21
SEO ReportingSE
O R
epor
ting
Analysing landing page effectiveness. Are you serving content that’s relevant to the search query? Can your landing pages be improved in terms of delivery and quality of information and design, in order to reduce
bounce rates and increase time spent on page and site?
Search Engine Optimization (SEO) Training CourseAcademyEquinet
22
SEO Reporting
Analysing goal completions from various sources/mediums through Google Analytics.
SEO
Rep
ortin
g
Search Engine Optimization (SEO) Training CourseAcademyEquinet
23
SEO ReportingAnalysing estimate revenue/profit through goal completions from organic search.
SEO
Rep
ortin
g
Search Engine Optimization (SEO) Training CourseAcademyEquinet
24
SEO ReportingSEO Book’s Firefox Rank Checker
Recommended Tools: • http://tools.seobook.com/firefox/rank-checker/ • http://www.seopowersuite.com/rank-tracker/
SEO PowerSuite’s Rank Tracker
SEO
Rep
ortin
g