[PPT] - How to Rank Your Website on Page #1 of Google SEARCH ENGINE PowerPoint Presentation

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SEARCH ENGINE OPTIMISATION (SEO)

How to Rank Your Website on Page #1 of Google

Academy Equinet

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Search Engine Optimization (SEO) Training Course

Academy Equinet

Topics Covered

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Introduction Keyword Research On-Page SEO

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Top 3 Ranking Factors

Search Results

Answers the searcher’s intent Keywords are found on the web page Strong backlink profile

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1. Answers the searcher’s intent

cancer treatment singapore

Which result is more relevant to the user search query?

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2. Keywords are found on the web page

Search results for term: conference room rental

SingHealth and NCCS both rank well for “cancer treatment singapore”

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clinics in singapore

3. Strong backlink profile

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Introduction to SEO

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SEO Fundamentals

Why SEO is So Important?

to 80% ignore paid ads on the right side of the SERPs

70%

f links clicked on by search engine

users are organic results

70%

Source: https://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/

close rate for SEO leads on average compared to 1.7% close rate for

utbound leads (print or direct mail)

14.6%

f internet users use search

82.6%

illion global searches conducted each month on average

100 B

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Chapter 1: Introduction to SEO

How Do Search Engines Work?

Algorithms

To calculate authority and relevancy of a webpage to a given search query.

Crawling

Search engine spiders crawl the web through following links

Indexing

Search engines store the information it collects into its index.

Ranking

A score is given to each of webpage after taking into account hundreds of ranking factors.

Search Results

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Chapter 1: Introduction to SEO

What is PageRank?

“PageRank is a link analysis algorithm used by Google to help determine the relative importance of a website. Every website is given a Google PageRank score between 0 and 10 on an exponential scale.” - Bruceclay Each link from one website to another is interpreted by Google as a vote. Depending on the number of outbound links a page has, the PageRank is split

equally. Unless the link is nofollowed, in

which case no link juice is passed at all. PageRank is not… the ranking position of a page in the search results. PageRank is only one of the many ranking factors and it does not guarantee #1 position in the search results.

Site A PR 8 Site B PR 3 Site C PR 0

PR4 PR4

Site D PR 2

PR3

Recommended reading:

http://searchengineland.com/what-is-google-pagerank-a-guide-for-searchers-

webmasters-11068

http://www.bruceclay.com/blog/what-is-pagerank/

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Chapter 1: Introduction to SEO

Google Major Algorithm Changes

Google changes its search algorithm around 500 - 600 times each year. That’s 1 - 2 times on average each day. Some algorithm updates have tremendous results on the search rankings. Below is a list of major algorithmic updates in recent years:

Panda
Penguin
Hummingbird
Pigeon Update
Mobile Update
RankBrain

Panda Update (2011) Penguin Update (2012) Hummingbird Update (2013)

Lower the rankings of low-quality sites. Decrease rankings of sites that engage in shady link building. Relevancy and Knowledge graph update (Semantic Search).

Pigeon Update (2014)

Improves distance and location ranking parameters for local search results.

Mobile-Friendly Update (2015)

Impacts mobile search rankings of non-mobile-friendly pages.

Recommended reading:

https://moz.com/google-algorithm-change
http://searchengineland.com/library/google/

google-algorithm-updates

RankBrain (2015)

A machine learning algorithm that aims to present the most potentially correct document in response to unfamiliar or verbose queries.

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Chapter 1: Introduction to SEO

How to Rank Page #1 on Google

On-Page SEO Off-Page SEO

Keywords found on content
Exceptional and unique content
Fast page loading time 
Optimized for mobile 
Proper URL structures 
Good site architecture 
Optimized internal links
Acquiring inbound links from

reputable, relevant webpages through Content Marketing, Social Media Marketing, Email Outreach, etc. 

Local citations 
Search engine submission

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Reporting Off-Page SEO On-Page SEO

Chapter 1: Introduction to SEO

The 4-Step SEO Process

Step 1: Conduct keyword research The first step of any SEO campaign is to conduct keyword research. Doing SEO without knowing what keywords your site should rank for is like firing at a target without first taking aim. Detailed keyword research and analysis sets your SEO campaign up for success in the long run.

Keyword Research

Step 2: Make your site search engine friendly Once you have gathered a targeted list of keywords, the next step would be to input those keywords into your existing content. You can also use your keyword list to give you new content ideas. Other on-page SEO factors include site speed, mobile

ptimisation, site architecture,

and internal linking. Step 3: Link building and local citation building After taking care of your on- page SEO, here comes the hard part. Off-page SEO activities include link building and building local citations. Step 4: Reporting and analysis Your SEO campaign doesn’t stop here. Check your keyword ranking reports, regularly monitor your site health through 3rd party tools such as Google Webmaster Tools, check your backlink reports, and identify potential areas for improvement.

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Keyword Research

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How to conduct keyword research like a pro

What is Keyword Research?

Keyword research is finding out what search terms your potential readers are using, so that you can

ptimise your site better with the data.

Your job is to know what those keywords are and optimise your website for them. Your readers use keywords/ search terms to search for your business.

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Chapter 2: Keyword Research

Why is Keyword Research Important?

To provide the best answer to a question, you first need to understand the intention of the question, also commonly referred to as the searcher intent. Keyword research can help you to identify buyer personas based on the questions (search terms) they ask. By conducting keyword research, you’ll discover exactly what questions your consumers are asking. The next step would be to understand the searchers’ intents and create content that will provide the best answers to each question. Knowing what keywords your potential customers are using can help you better optimise your content for them and for the search engines (e.g. by including the keywords in your title tags, URL, meta description, copy, and image alt tags.)

Discover Personas Create Useful Content Optimize Your Content

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The 4-Step Keyword Research Process

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Chapter 2: Keyword Research Brainstorm Build Organise Prioritise

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How to use Google Keyword Planner Step 1: Sign into Google AdWords with your Gmail account.

Conducting Keyword Research (Google Keyword Planner)

Chapter 2: Keyword Research

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Step 2: Set up your AdWords account if you have signed in to AdWords for the first time. Once done, navigate to Tools => Keyword Planner.

Conducting Keyword Research (Google Keyword Planner)

Chapter 2: Keyword Research

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Step 3: Click on “Search for new keywords using a phrase, website or category”.

Conducting Keyword Research (Google Keyword Planner)

Chapter 2: Keyword Research

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Step 4: Enter a seed keyword (e.g. “training room rental”) and click “Get ideas”.

Conducting Keyword Research (Google Keyword Planner)

Chapter 2: Keyword Research

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Step 5: Explore the “Ad group ideas” and “Keyword ideas” tab and start building your keyword list. Other keyword research tools Here are some other keyword research tools, both paid and free, to consider:

Google Suggest
Ubersuggest
Keywordtool.io
semrush
Thesaurus

Once you have gathered additional keywords from the other KW research tools, plug them back into Google Keyword Planner to estimate the average monthly search volume of each search term.

Conducting Keyword Research

Chapter 2: Keyword Research

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Some examples of keywords in various buying stages: “Awareness” keywords:

what is liver cancer
liver cancer

“Interest” keywords:

liver cancer symptoms
liver cancer statistics

“Desire” keywords:

liver cancer screening singapore
liver cancer treatment singapore

“Action” keywords:

sgh liver cancer specialists
sgh liver cancer treatment cost

Image Courtesy of

Hubspot

Types of Keywords You Should Target

AIDA Funnel (User Intent)

} }

Informational Content Product- Centered Content

Chapter 2: Keyword Research

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There are many third party softwares that can automatically analyse the keyword difficulty level (how difficult is it to rank a keyword on Google) such as:

Moz keyword difficulty tool
Ahrefs keyword difficulty tool
SEMrush keyword difficulty tool

To evaluate how competitive a keyword is without the use of tools, you need to look a range of on-page and off-page ranking factors in

rder to understand what caused a webpage to

rank on the top 5 positions of Google such as:

Keywords in Title tags, H1 tags, URL
How useful and relevant is the content to the

search result

Quality and quantity of backlinks to the page
Overall domain authority

How to Evaluate Keyword Competitiveness

Title Tags URL

Chapter 2: Keyword Research

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On-Page SEO

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How to fix internal site issues and optimise your pages to boost rankings.

What is On-Page SEO / Why is it Important?

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Search engines look for cues (i.e. keywords in the title and URL) on a webpage to determine whether it is relevant enough to rank for a set of search terms. There are also other factors that search engines take into account such as site load time, crawlability, and click-thru-rate. On-Page SEO is understanding these ranking factors and fixing any issues to make your site more friendly to the search engines.

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Without fixing your on-page SEO issues, it can be difficult to rank well even with good

ff-page SEO.

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Chapter 3: On-Page SEO Url: www.singhealth.com.sg/breast-cancer-treatment/

1) Keywords in 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 Cheat Sheet

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On-Page SEO Cheat Sheet

Title Tag (Best Practices)

Optimise for multiple keywords Keep the length of your title between 50 - 60 characters. Place the keyword closer to the front of the title. Ensure your title is unique, outstanding, and appealing. Include your brand name in the title tag - In front for the homepage and at the back for

ther pages of your site.

Ensure it is wrapped around the title tags <title>Example title</title>

Recommended reading:

https://moz.com/learn/seo/title-tag
https://searchenginewatch.com/sew/how-to/2154469/write-title-tags-search-engine-optimization

Chapter 3: On-Page SEO

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On-Page SEO Cheat Sheet

Domain & URL (Best Practices)

Avoid rewriting dynamic URLs into static URLs e.g. (www.example.com/index.php?page=icdl- module&id=31) Keep your domain name and URLs short and easy to understand (< 100 characters) and use lower case letters. Consider removing “stop words” such as and, or, but, a, etc. Include your keywords in your URLs. Avoid using uncommon TLDs such as .info, .name, .biz, etc. Keep all sections of your site in one domain or subdomain and avoid nesting folders into deep layers. Use hyphens and underscores as word separators but avoid hyphens on domain names. Https secured

Recommended reading:

https://moz.com/learn/seo/title-tag
https://searchenginewatch.com/sew/how-to/2154469/write-title-tags-search-engine-optimization
https://support.google.com/webmasters/answer/76329?hl=en

Chapter 3: On-Page SEO

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On-Page SEO Cheat Sheet

Meta Description (Best Practices)

Use only alphanumeric characters in your meta description. If wrapped in quotes “ ”, Google won’t display it. Make your meta description is unique, outstanding, and persuasive. Include your target keywords in your meta description. (Note: Meta description is not a ranking factor) Ensure it is wrapped around the meta tags <meta name="description" content=“Example meta description content that will often show up in the search results snippets.”> and placed in the <head></head> section. Keep your meta description between 150 to 160 characters. Chapter 3: On-Page SEO Use structured data markup if it is appropriate to the content. (Use a WordPress rich snippets plugin if you are using WordPress. Use schema-creator.org/ if you wish to create your own snippets.)

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On-Page SEO Cheat Sheet

Image Optimisation (Best Practices)

Use unique, high quality, custom graphics/photos where possible to increase chances of people embedding/citing your images. Reduce your image file sizes and use the right image file type (e.g. JPEG is preferred over PNG / GIF). Make your alt tags descriptive of the image and include your target keywords when possible (do not stuff keywords). <img src=“http://example.com/uploads/car-showroom.jpg alt=“car showroom”> Use a descriptive image file name i.e. (car-showroom.jpg instead of DM9902.jpg)

Recommended reading:

https://developers.google.com/web/fundamentals/performance/optimizing-content-efficiency/image-optimization?hl=en
http://www.hongkiat.com/blog/ultimate-guide-to-web-optimization-tips-best-practices/
https://www.shopify.com/blog/7412852-10-must-know-image-optimization-tips
https://support.google.com/webmasters/answer/114016

Include your images into your sitemap and submit your sitemap to search engines. Chapter 3: On-Page SEO

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On-Page SEO Cheat Sheet

Content Creation (Best Practices)

Content (Best Practices)

Ensure your content is unique and has E-A-T (Expertise, Authoritativeness, Trustworthiness). Primary and secondary keywords should be included in subheadings and distributed evenly throughout your copy. Include keywords that are closely related to your main keywords (also known as Latent Semantic Indexing (LSI) keywords) throughout your copy. Mention your primary and secondary keywords early on in your copy.

Recommended reading:

http://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/

searchqualityevaluatorguidelines.pdf

On-Page SEO Cheat Sheet

Link out to relevant internal pages of your website or relevant external websites where appropriate. Chapter 3: On-Page SEO Ensure your main content (MC) and supplementary content (SC) is relevant to your target keywords and provides the best answer to the searcher intent. Write like you’re the subject matter expert and worry about keyword optimisation later.

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On-Page SEO Cheat Sheet Design & UX (Best Practices)

Chapter 3: On-Page SEO

Design & UX (Best Practices)

Text is readable, images and multimedia are high quality. No excessive placement of ads above the page fold. Ads are not to be disguised as content or be intrusive to users. Main content elements stand out while supplementary content are displayed in a more subtle manner, making page easy to scan through. Use breadcrumbs, submenus, navigational menus to provide users a better user experience when navigating through your site. Page layout is designed with the enduser in mind. Page renders fast (optimal loading time < 4 seconds). Page is browser and device responsive.

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On-Page SEO Cheat Sheet Site Architecture (Best Practices)

Chapter 3: On-Page SEO

Site Architecture (Best Practices)

Related pages are well interlinked with appropriate anchor texts. Main navigation menu is well organised, with the most important pages placed there. (Users can easily understand the theme of the site just by browsing through the main menu.) Site is well organised into main categories and subcategories. (Proper URL structure is

recommended. E.g. example.com/parent-category/child-category/post)

Target keywords are well organised and optimised on individual pages in order to avoid keyword cannibalisation. Indicate paginated content with rel=”next” and rel=”prev”. Use breadcrumbs.

Recommended reading:

https://moz.com/blog/site-architecture-for-seo
https://moz.com/blog/information-architecture-for-seo-whiteboard-friday