Taking a look inside GoogleBy Dan Petrovic

Introduction Session

• SEO Level• Industry• Website Address• Live Website Assessment• Particular SEO Question / Area

1. Researcha) Phrasesb) Competitorsc) Strengths & Weaknessesd) Identifying Opportunitiese) Defining Targets

2. Onsite Optimisation3. Offsite Optimisation

4. Performance Analysis5. Campaign Adjustments

SEO Workflow

How Google Works

1. Importance of Content2. Importance of Links

Result Sorting• Car Insurance, Home Insurance, Life Insurance, Income Protection ...• Get FREE online quotes for car insurance, life insurance, home & contents insurance, income

protection insurance and bicycle insurance.www.realinsurance.com.au/ - Cached - Similar

• Life Insurance Australia - Life Insurance Quotes - Allianz Australia• Life insurance quotes online from Allianz for cover up to $1.5 Million. Help protect your

family with a premium Life Insurance policy from Allianz, ...www.allianz.com.au/allianz/life+insurance.html - Cached - Similar

• Life Insurance | Life Insurance Quotes | Aussie• Apply over the phone in minutes. There are no blood tests and no medicals. Get life

insurance cover today.www.aussie.com.au/insurance/life-insurance.htm - Cached - Similar

• Life Insurance - Real Insurance• Life Insurance from Real Insurance offers FREE online quotes.

www.life.realinsurance.com.au/ - Cached

• Life Insurance, Term & Personal Insurance - Medibank Private• Medibank Life Insurance can provide you with comprehensive, affordable life insurance and

the peace of mind to help secure the financial future for your ...www.medibank.com.au/Life-Insurance.aspx - Cached - Similar

• Life Insurance, Funeral & Accident Insurance - Guardian Insurance• With Guardian, life insurance cover is uncomplicated and easy to get. Our products are

transparent, flexible and easy to understand; offering financial ...www.guardianinsurance.com.au/ - Cached - Similar

Sorting Criteria:1. Relevance2. Importance

Other:a. Timingb. Site Typec. Geographicd. Lingual

• Links represent one of many signals:– Page Titles <title>Page Title</title> – Headings <h1>Heading 1</h1>– Content Keyword Usage, Context, Semantics– Domain keyword.com– Images alt=“Image Description”– Links <a href=http://site.com>anchor</a>

... ...

Search Engine Signals

Search engines judge you by your links.

YOU

Supplier

FriendBlog

Competitor Forum

Partner

Link Graph

Related?

CLICK HERE?

Who ranks #1 for click here?

Link AnatomyClick Here

<a href=“http://mysite.com”>Click Here</a>

Note: Text in link is called “Anchor Text”

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.

Linker LinkedVOTE

Link QualityNot all links are equal:

SITE A YOU

SITE C

Number of outgoing links on site that links to you affects the link value. Less is better.

SITE A

SITE BSITE CSITE DYOU

Link Quality & Quantity

<a rel=“nofollow” href=“http://site.com”>anchor text</a>

Nofollow = No trust = No voteMETA, robots.txt, link

Example: Blog comments, Forums, Social Media

SITE A SITE B

No Follow?

Competitor Research

Competitor’s Links:

Competitor Research

Competitor’s Tags & Content:

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/

How to get links?

Your Current Links

Oh, nice!

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…)

Who links to my competitors?

• Yahoo & Google– link:http://www.mycompetitor.com.au

• Discover new link opportunities

• Understand your competitor’s strengths

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!)

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

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!

• 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

Link Placement Example

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

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

dejanseo.com.au