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

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How to Rank Your Website on Page #1 of Google SEARCH ENGINE OPTIMISATION (SEO) Equinet Academy The 4 Pillars of SEO SEO Head Content PR / Link SEO Analyst / Technical SEO Manager Builder CRO Keyword research Content creation

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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

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SEO Head Technical SEO Content Manager PR / Link Builder SEO Analyst / CRO

  • Keyword research
  • Site architecture
  • On-page SEO
  • Site auditing
  • Speed optimisation
  • Mobile optimisation
  • Etc
  • Content creation
  • Content research
  • Content calendar
  • Content editing
  • Content design
  • Social media
  • Language translation
  • Etc
  • Identify low hanging fruits
  • Scaling link building
  • Event marketing
  • Relationship building with


customers & influencers

  • Conducting interviews
  • Press releases
  • Etc
  • Monitor keyword rankings
  • Traffic reporting
  • Revenue per keyword
  • Overall revenue from search
  • User behavioural signals
  • Bounce rate
  • Time on site
  • Pages per visit
  • Etc

The 4 Pillars of SEO

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Topics Covered

1 2 3

Introduction Keyword Research On-Page SEO

3

4

Off-Page SEO
 (Link Building)

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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

1 2 3

4

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Introduction to SEO

1

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

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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The Periodic Table of SEO Success Factors: 2017

Recommended reading:

  • http://searchengineland.com/2017-periodic-table-of-seo-factors-276790
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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

2

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

1 2 3

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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:

  • office supplies needed to 


start a business

  • office supplies for start up business

“Interest” keywords:

  • best office printers all in one
  • best office printers for 


small business “Desire” keywords:

  • office printers for sale
  • office printers lease

“Action” keywords:

  • fuji xerox printer cartridges singapore
  • fuji xerox printer cm225fw

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

3

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

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

1

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.

2 3 4

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.fujixerox.com.sg/multifunction-printers

1) Keywords in URL

<title>A4 Colour Laser Printer</title></head> <h1>A4 Black & White Multifunction Printer</h1> With Fuji Xerox innovation and benchmark reliability at your

Image Keyword inserted into Title and/or Alt Text

<h3>A4 Colour Multifunction Printer</h3> The Multifunction Printer… Docuprint M115 w Check out all our other printers here <head><meta name=“description” content=“Now you have the freedom to work in the most efficient and productive way..”>

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)

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)

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)

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)

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
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On-Page SEO Cheat Sheet Accessibility For Search Engine Spiders

Chapter 3: 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. Implements canonicalisation where necessary. XML Sitemap is submitted to Webmaster Tools. Is not password protected or requires login.

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On-Page SEO Cheat Sheet

Chapter 3: On-Page SEO 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.

Accessibility For Search Engine Spiders

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

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On-Page SEO Cheat Sheet

Chapter 3: On-Page SEO 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

Accessibility For Search Engine Spiders

Example of redirect command in .htaccess file

#Redirect your website to another domain Redirect 301 / http://example.com/ #Redirect your one page to another Redirect 301 /index.html http:// example.com/

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On-Page SEO Cheat Sheet

Chapter 3: On-Page SEO 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

Accessibility For Search Engine Spiders

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On-Page SEO Cheat Sheet

Chapter 3: On-Page SEO Implements canonicalisation where necessary. What is canonicalisation? Canonicalisation is the process of picking the best url when there are several choices, and it usually refers to home pages. For example, most people would consider these the same urls: www.example.com example.com/ www.example.com/index.html example.com/home.asp

  • Matt Cutts.

In cases where you require similar content on 2

  • r more different URLs (e.g. an A/B split testing

experiment), implement the rel=canonical tag

  • n the duplicate pages. This passes the same

amount of link juice as a 301 redirect.

Recommended reading:

  • https://www.mattcutts.com/blog/seo-advice-url-canonicalization/
  • https://moz.com/learn/seo/canonicalization

Accessibility For Search Engine Spiders

Rel=canonical tag example

<head> <link href="http://www.example.com/ mainpage/" rel="canonical" /> </head>

When Do You Implement Canonicalisation?

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On-Page SEO Cheat Sheet

Chapter 3: On-Page SEO 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

  • n your website for users

to access, especially if your site is huge and split into many main categories and subcategories.

Accessibility For Search Engine Spiders

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On-Page SEO Cheat Sheet

Chapter 3: On-Page SEO 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.

Accessibility For Search Engine Spiders

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Link Building

4

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

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High Domain Authority High PageRank Relevant Co-citations Relevant Page Title Keywords in Anchor Text Placed in Main Body Age of Page and Backlink Dofollow Link Co-occurence Relevant Content Topic

Anatomy of a Quality Backlink

Chapter 4: Link Building

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Main Domain example.com Internal Pages Internal Pages Internal Pages External Site External Site External Site External Site

Domain Authority

High Domain Authority

Chapter 4: Link Building

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

PR4 PR4

Site D PR 2

PR3

How PageRank is Passed

Chapter 4: Link Building

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Site B Health Site C Health Your Site (Health)

Relevant Co-Citations and Co-Occurence

Chapter 4: Link Building

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”.

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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

Chapter 4: Link Building

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Are Facebook and Twitter signals part of the ranking algorithm? How much do they matter?

Google crawls and indexes Facebook and Twitter pages just like any other webpage

  • n the web.


There are currently no special social ranking signals in Google’s ranking algorithms due to one instance where Google was blocked from crawling these pages for over a month.
 It is more a matter of correlation than causation if a webpage has lots of social shares and is ranking highly on Google.
 Links from Social Media sites are also usually nofollow links, preventing PageRank from passing to the linked page.

Social Media Signals

Chapter 4: Link Building

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Blog Comment Spam Forum Comment Spam Large-scale article marketing with keyword-rich anchor texts Mass submission of site to low quality directories Buying or selling links that pass PageRank Text and graphic advertisements that pass PageRank Use of automated bot software to create backlinks Embedded and widely-distributed links on widgets or footers Excessive reciprocal linking

Search Engine Penalties

Chapter 4: Link Building

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The 4-Step Link Building Process

Analyze Define Develop & Execute Measure Chapter 4: Link Building

Refer to:

  • 4-step link building process workbook
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Declare All Alternate Versions On Every Page

Chapter 5: Local & International SEO & Misc.

Recommended reading:

  • https://moz.com/blog/guide-to-international-seo
  • https://support.google.com/webmasters/answer/189077?hl=en
  • https://moz.com/blog/using-the-correct-hreflang-tag-a-new-generator-tool
  • http://www.aleydasolis.com/en/international-seo-tools/hreflang-tags-generator/
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SEO Reporting

Chapter 5: Local & International SEO & Misc. 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?

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SEO Reporting

Chapter 5: Local & International SEO & Misc.

Analysing goal completions from various sources/mediums through Google Analytics.

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SEO Reporting

Chapter 5: Local & International SEO & Misc.

Analysing estimate revenue/profit through goal completions from organic search.

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Search Engine Optimization (SEO) Training Course

Academy Equinet

50

SEO Reporting

Chapter 5: Local & International SEO & Misc.

SEO 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

slide-51
SLIDE 51

Search Engine Optimization (SEO) Training Course

Academy Equinet

Chapter 5: Local & International SEO & Misc.

SEO Head Technical SEO Content Manager PR / Link Builder SEO Analyst / CRO

  • Keyword research
  • Site architecture
  • On-page SEO
  • Site auditing
  • Speed optimisation
  • Mobile optimisation
  • Etc
  • Content creation
  • Content research
  • Content calendar
  • Content editing
  • Content design
  • Social media
  • Language translation
  • Etc
  • Identify low hanging fruits
  • Scaling link building
  • Event marketing
  • Relationship building with


customers & influencers

  • Conducting interviews
  • Press releases
  • Etc
  • Monitor keyword rankings
  • Traffic reporting
  • Revenue per keyword
  • Overall revenue from search
  • User behavioural signals
  • Bounce rate
  • Time on site
  • Pages per visit
  • Etc

The 4 Pillars of SEO