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Neil Pursey's slideshow from the Food Blogger Indaba SEO session. An introduction to SEO for any food blogger. Read the blog post here: http://www.webgrowth.biz/introduction-to-seo-for-food-bloggers/
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INTRODUCTION TO SEO
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INBOUND MARKETING
ContentBlogs, Product, Videos, White
Papers, Ebooks
SEOOn-page, off-page,
link building, keyword analysis
Social MediaTwitter, Linkedin, Facebook, Blogs,
Forums
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INTERLINKING OF THE WEB
Without links, Google won’t see this website as authoritative
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WHY DO YOU NEED TO RANK?
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Keyword research
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KEYWORD RESEARCH
https://adwords.google.com/ko/KeywordPlanner/Home
Get additional keyword ideas
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KEYWORD RESEARCH
http://www.google.co.za/trends/
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CREATE YOUR INITIAL SEED LIST
• Find industry-specific keywords
• Internal site search – what are your visitors searching for?
• Do you have existing PPC campaigns to pull keyword data from? What are your best performing keywords?
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KEYWORD BUCKETS
Chicken
Chicken Pie
Chicken Pie Recipe
Chicken Pie Pastry
Chicken Roast
Chicken Roast
Recipe
How to roast a chicken
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WEBSITE ARCHITECTURE
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WEBSITE ARCHITECTURE
ON-SITE OPTIMISATION
1. TITLE TAG
2. META DESCRIPTION
3. CONTEXTUAL LINKS IN BODY OF ARTICLE/PAGE
4. URL STRUCTURE
5. RICH SNIPPETS
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ON-SITE OPTIMISATION
Title Tag
http://www.searchenginejournal.com/the-forgotten-art-of-creating-good-title-tags/61281/
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ON-SITE OPTIMISATION
Meta description
This can be manually set so Google is able to index it. If no meta description is in place, Google usually inserts the first 160 characters from the body content.http://blog.kissmetrics.com/meta-description-magic/http://contentmarketinginstitute.com/2012/02/essential-guide-to-meta-descriptions/
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ON-SITE OPTIMISATION
Contextual links
Contextual linking should be considered part of your core internal linking structure, as they allow you to pass PageRank to deep pages and cross-silos.
Use descriptive anchor text. Use keywords in anchor text leading to target page.
http://blog.penelopetrunk.com/
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Optimising a news article
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Xyz3.recipeblog.com/a/?q=31z&mg=vv7z&sd=8
UnnecessarySubdomain
Dynamic URLs don’t perform as well as static and engines recommend
against more than two parameters
No keywords in the URL string
SEARCH ENGINE UN-FRIENDLY URL
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www.recipeblog.com/recipes/chicken-roast-in-2hrs
Single domain Shallow folder structurewith relevant words
Keywords in page name,separated by hyphen
SEARCH ENGINE FRIENDLY URL
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RICH SNIPPETS
Recipes
Authorship
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RICH SNIPPETS - PLUGINS
Recipes
http://wordpress.org/plugins/recipe-card/
http://wordpress.org/plugins/easyrecipe/
http://wordpress.org/plugins/getmecooking-recipe-template/
Authorship
http://wordpress.org/plugins/authorsure/
http://wordpress.org/plugins/google-plus-authorship/
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RICH SNIPPET TESTING TOOL
http://www.google.com/webmasters/tools/richsnippets
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GOOGLE CAN PENALISE YOUR WEBSITE
• Using another website’s content – creating duplicate content
• Buying links
• Excessive reciprocal links
• Keyword stuffed content
• Overused anchor text
• Keyword domains
• Affiliate links
http://blog.kissmetrics.com/penalized-by-google/
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SOCIAL SIGNALSLogged into Google
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SOCIAL MEDIA TRACKING
Track your (and competitors) progress of social shares
THANK YOU