Help me with industry sign banking massachusetts presentation simple
very quick introduction so basically Google crawls the web using little spiders they go through billions of pages and billions of documents on the internet they scan everything and bring everything that find to what they call index all the information about the website its content images colors fonts everything that goes into a website or a document including PDFs goes into the index will search for that stuff is withdrawn from the index and presented in informal search results okay so 15 is important for SEO one is on site factors psychology pops I factors we've done in this case other factors is basically everything that's contained within your website very big element if you li you can take anything from this session today title tags very important Google set the title tag of the document it's what displays brother in a fourth in the top area where there's the Jean is here that part there is very significant for google so if you have a product and service relevant to say mobile phones will put more times in there don't forget about branding factor okay so there are many more elements will go through that little bit later on offside factors basically all the other elements that are not on your website and Google's Google looks at and other search engines they look at to determine how relevant and how reputable your website is this link graph means pullings to you who you linked to social interactions what's being talked about in social media for so in terms of decia workflow we've got couple of key areas everything starts with research of course you have to do one side optimization which is what we refer to fixing all the elements on the site content and off-site optimization which means how others talking about you online how they linked in with your website and of course last stage is the continuous stage which is the evaluation everything that you do for our SEO means that you have to continually evaluate enter mean value everything that you do because of the past changing circumstances online basically research and analysis starts with keyword research competitor research and finding opportunities on-site optimization is related to content architecture news experience user experience is becoming one of the most significant changes and introductions in the search engine algorithm specific with Google so if user experience is bad on your website you will not rent as well as you used to okay so off-site optimization basically prices with all the link building basically getting others to link to your website encouragement elitism linked as much as they can through exciting content news and different elements that your website can cover for forces part of your top side of the optimizations social interactions search engines now look at what's being talked about your brand and your website in Twitter and Facebook and support they do monitor it and they have confirm that those are now signals in search engine rankings yep branding you cannot ignore it as well Google does monitors a brand element when they're determining is part of that signals so you don't want to ignore your brand and just go for SEO on reporting evaluation you always want to review your search terms am I targeting the right thing what is my conversion rate and re-implement with the knowledge that you have okay the first part from from this process is basically deciding what to target so we've got phrase research how phrase research is done typically people going to google keyword tool the euro is dead you will have this in slide which is available to our website so you go through your initial search you go through the refinement of the phrases in initial search in my type in a few times then you might be fine those terms as you learn more about what people search for so basically this tool is your window open into what people are searching for right so it will give you volumes of searches clicks how competitive keywords are really really good market research so you might want to be able to just punch in your website into the schools and it'll tell you what type of phrases your website contains what some search volumes and also the surges are happening for these double key terms if you type in your website if you don't find any relevant sessions then perhaps your website has an on-site problem okay so how this google with what keyword tool you want to do what before disambiguation so basically all of you use industry terms and in job and they're getting consumers on search box you want to make sure you eliminate those if they don't bring any volume and any inquiries so basically thanks for instance I like to show this example they refer to their credit cards and hormones and all registers products bill we don't search the products we go search for credit cards and so banks have some some work to do in order to optimize that content okay so this is a put a powerful tip that I'll share with you today and a lot of people don't actually have google webmaster tools account it's incredible so if you do anything when you go back to the office and home sign up the google webmaster school to window into what Google thinks and knows and understands about your website rats are when you sign up you will see part of the interface or contained the phrases so this is missing the screen what you might do is for example type in a certain phrase so in this case pink box search web rather than images and set Australia's at your target market you can set a date range as well so you will see the the graph there showing the impressions and you will also see the clips get some difference between Google webmasters tools are you seeing here in lowell analytics which is another what common only news element to understand your website's traffic is that this one gives me impressions what is this so important is because sometimes it will be in the search results that people will not click on you because your title tag in your description I pretty bad people don't click on it if you remember this slide here when I when I say title tag and the description to those three search snippets there the results what you put in title and description is what will be the thicker bowl element in the description are they or under your surgeries out there right so don't ignore that so when it comes to the the impressions what you can do is observe how many impressions for this phrase how many clicks you're receiving and what's your average position for this for this particular search term right so at the Jonas a web development methodology where we observe clicks position and impressions so we look at impressions we look at the position and we can and how many clicks you should get very good for this deciding what to do with your website next so this process is a little bit complicated if you're a beginner in the SEO but do remember these steps and do record this may be printed out and follow because it's what a quad powerful way of getting to this really good quick wins in terms of phrase IV guess first thing you want to do is record your keyword impression impression is how many people have seen you in the results right your website has been disappeared in the results not necessarily how many times have been clicked on so you calculate what's that click through rate per position so you can then calculate the average click-through rate per position and with that knowledge you can then model so you can determine what would what kind of traffic on this staff will I have my website goes one up for these range of phrases what kind of traffic will I will I have value top five what kind of traffic will I do it found out one for everything okay so final step to this you can add goal conversions from your analytics you can add thats the value of the sale of the value of acquiring a customer you can actually figure out how much money going to make if you target these phrases to target the wrong phrase with you probably wasting the time and effort and money doing SEO okay so why is this good yeah you can easily discover quick wins you can get your priorities right in terms of market you can have better expectations and understanding where you sit in the competitive Wednesday and you can go beyond analytic star and the next data doesn't contain this only in a very small music group of the magnitude of that VIP group has this access that downs out of this methodology is it excludes your non ranking keywords so the keywords you not ranking arrow for and you can't really have in this research you need to back out of your own abilities or keyword research to otherwise put them in this mix and recalculate based off on your click-through averages this will become a lot clearer I want to show the next slide also if you're doing this on a mass scale for a big ecommerce website it might be a little bit difficult we we actually have a program that internally does this the most smaller scale is quite manageable okay so this is what would come up with all these percentages is actual real time industry data for infamous this is what happens when users find your not position one on position two in position three this is position specific and free specific across many phrases of this that all these figures don't have to add up to a how to the Senate all right okay so next step is black as part of your on-site optimization we want to worry about your site architecture very briefly about how Google works the good thing that's called page rank that's how they started there for many elements that they use to determine how website should drink one of them is patron so how pagerank works is flows from one point of the website down to others and their skimpy but if you use it clicks through your website and if it clicks through very deep at some point they'll get bored and leave so based in that model they would like to see all your core products and all your core services information closer to the website root then at the bottom right see if you take four five clicks to get to something you wanna sell I'm not going to rank work very well for that right traditionally so what they say is keep your site architectures flat as you can well so this is you can see pr6 be a 5 4 3 2 1 those are the levels right you don't put your essential products on the level always all the way to what you want to keep it as as high as possible pagerank scale walks from 0 to 10 right just giving it as an illustration only we don't have to worry about page rank our bottom there are many more lyrics to worry about okay next thing as far as on-site optimization goes definition of the product what is the product is an emerging problem especially with e-commerce and people with lot of pages so you may have a product with you know category brain gender model price shoes nike men modeled mx3 and the price now the same thing can happen for another product or exactly the same product with few extra properties does that mean you should have a page for that all right so you have the same product there except size of the shoe is 10 color and white now should you have a page for those shoes for size 10 and another page for size 11 and so forth the answer is not very recently google has actually announced that they like webmasters to consolidate the content and merge it into is fewer full pages useful pages to users as possible they don't like to see quantities right so if you look at this slide show here we're seeing a typical product you've got your image title blurb your good price and you've got outta cart right so in the past has been very important to have your product title unique right and your product description but most likely what happens people grab the product description from the manufacturer from their supplier it's just the same product description everyone else that never really work that well but now it's getting a little more difficult now we're going spectin to have the whole the whole shebang right and because the competitive market is quite quite high and then expecting you to have added value to all your products so here a few tips that you can do to find yourself in a better position when it comes to the presentation of your product eBay is a great example on ebay you have one page with one page to sell the item right so you have to fit everything you can in that one single page you scroll down by the time you've finished reading all the information salt on earth so try to follow maybe a little bit of that methodology rather than dividing all information into different tabs which lead to different pages right if you try to structure information so it's all nicely presented on face there's such a thing as deep tags which you can use to swap between the tab without removing yourself from that particular page okay so few tips that you can do with your products introduced more images have them bigger more descriptive rewrite if possible rewrite your product titles in your description by include customer ratings data to in Europe your own recommendation sit down and write what's good about this camera what's good about this mobile phone whatever you're saying put in some of your own unique content users will appreciate it in Google absolutely love it okay so i try but maybe you can include little widgets from facebook and so forth so 12 your friends have recommended this product and of course you can generate the grass and information from your internal data let's price transit so keep that in mind it's going to become more and more prominent thing in e-commerce this is a killer for ecommerce websites Cassidy negation what is this metal over there on the left-hand side we've got digital cameras and your DSLR contact when you've got my megapixels 510 memory so if you allow google bot to browse through all these categories on the side they'll index one page and produce results on the right hand side their index on another page and produce results you're going to end up with hundreds of thousands of results pages being indexed in Google in the past helpful it's work the pages that Google wanted to rank we're ranking and the rest was just kind of not ranking but we're still very large index you may have like a million pages index right now what's happening is if you have four thousand core products and if you have four hundred thousand pages out of that gonna be in trouble ok this guy from google very important but low-quality content on some parts of a website can impact the whole site's rankings for the first time we've seen something like this tuna reads more there's a there's a link there also will be available after the presentation and no body suggests is removing lot already pages managing improving content of individual shallow pages into more useful pages or moving low-quality pages are different domains even could eventually top rankings of your high quality content for people in industry filters can duck is a guy that implemented the whole thing his name is panda so this is what I did to illustrate the whole problem if you look at this heavy math object website 100,000 pages index hard gravity gets pulled into a black both groan traffic disappears low-mass object but maybe thousand pages really good quality content gets away so what happens when panda hits you in the face so fender one Bend 1.1 pinder 1.2 we're up to pander to point to other nothing moment or something like that it's common refer to standard but I will just continue to call them all in quantum quality algorithms so if this is what you see when you're going to analytics at the moment then you probably have some of those some of those considerations in terms of the index size right and if you would like to write an email to mr panda this is email at the top of his address and a phone number ok back to off-site factors because we don't have much time and so in terms of links that you're getting for your website a couple of things to remember not all things are equal so if the orange and the blue websites linked to you it's not the same thing but google books that also the 40 in importance of those links so if the big University links to you that's better than if your mind links to you from her blog website unless your mom is a doctor of nuclear physics and go away just to the web page and sand right so is
how it looks like so they look at topic of your muscles I'm Ashley whether they look at university as a topic you might be a towing service and your partner may be talking a business so she's looking to universities linking to you your part is linking to you all those interactions are being looked at by Google and how you linked up in there in the business world is add that will treat you okay so anchor text what is in context it's what you put in the link that links to you so if people if you want to rank for something you will have other than your brand you will have in a mobile phone reviews people linked with that to your website and you will rank for that very simple one thing to remember don't overdo of that you start doing an exact match they could actually have some negative consequences okay one thing to keep an eye on is the na follows no follows is a good technique people thought not follow in the link to link to something that I don't trust so if you're linking out to other websites you know you can't really bout the quality of that side you want to put an offer on that so you don't damage the reputation what website right but if set for example your business partners and associates are linking to you from their websites and they're putting the phone you can probably give them a call and say why keeping that boat I need it okay another conservative consideration is the number of outgoing link from the lingual page okay websites strength three links to you if you get three bottles website strength three links to somebody else somebody else and you only get a fraction of that boat basically what this means is if you're getting a link from a page that has harder other links on it will get very little if you get a link from a page and only links to you you'll get all of it 15 grams per click here number one I know anyone else who said that correct you get a free USB stick all right so adobe ranks for click here why because people you say click here to download the acrobat reader so the anchor text still works very well just just to remember don't always keep it exactly the same links right because that might seem a little bit unnatural keep your links in quality don't go on by 10,000 links from a spammer and they're going to go and spend forums and comments and balls and so forth keep it quality and keep it natural so getting started in the linking area so first thing again you go and log into your Google webmasters tools and you can actually in Webmaster Tools discover or it links to you right you can use a simple command length corn and then your website address and they'll give you a sample of the links that you have google webmaster tools or I should allow you to see a little bit more why is so important to actually see your links at the very beginning of the link building process is because if you want to see what type of content people chose naturally to infer so if you have a particular page in your website that people decided to link to you go okay what should I do to create more of such content that people like and appreciate and that's how you learn at natural links the graphic chase perhaps you can fix some links that are set up in a long way valve somebody used click here to link to you right you don't want to bring ya unless you say something clickers or something I don't know but I'm gonna do is ask them to modify that anchor text that text in the link to actually reflect that what you do right so another thing that you can do with discovering your links before you go out and seeking your linksys examining your existing relationships right so I forgot I have that supply of their linking to me that's pretty nice I've got another supplier another one another one I've got 50 of them 15 links that's 50 bytes that will have that will help me out I'll make my competitor right so think creatively and think how you connected in business already when you're thinking about think building okay so a great example is office space too many businesses forget the fact of their part of some big business complex so they have an office somewhere and that business which is the piece of real estate and managed they have a website for example the job ACR is in the brisbane technology park crystal technology park has a website the website has a tenant directory guess what we did went upstairs to the reception lady and said hey can you hook us up yeah sure what would you like we gave her an exactly that the description we wanted and links to our all products with the interesting one you can't always have that much luck with with links but if you're not covering these basics and you're hunting for mewling for pushing this is still a waste of time because the best links already right in front of you staring interface so providers and suppliers very big very big element it's a little bit hard if you know if your supplies you know John Johnson they're not a link to you but the house is a soft agent in some testimonials and case studies and things that you can assess and review one of the tips that are after you is go through those websites and see from which pages that already link out to other websites and think of the reason and to get yourself linked through that whether you've given them a testimonial honor for a case study pick up the phone and have a chapter somebody if it's a big website if it's relevant industry will be a fan exercisable work okay here's some you know hence smacking link tips have you got a link to ask page I mean people are not going to always wanting to link journey they see a link to our stage and our website I guess I'm going to link to because I saw that some people already have an intention we're in business so she probably linked to them and although tomorrow you know give a link to our stage you're already giving them the code you just copy paste and they put it on their website why is this so good because it taken control how people going to you you're giving them the description given to the title again the what other anchor states that we link through to you you making it very easy for them to do that if you don't have this even if you get one thing 30 link to our spec if the page was worth making how many of you actually have one is that possible nobody has a link to our space in this room well there you go something to do okay so social media another element it's a case acceptable in the industry to actually share your content and happy little social media buttons search engines being n Google have admitted and prefer so they are working at those social signals when they reckon website a lot of people when they find great content on your site to share it's a great thing to do because they'll do your marketing for you with as a last week with Ashley port a social media sharing buttons not only on our blog but also now our content pages as well okay another another example of how to get links is providing useful tips tools templates and resources right if you're an accountant you might wanna upload an excel sheet of how to manage your finances and if you're selling mobile phones you might want to like a little guide to keeping up front battery healthy or something like that people appreciate that and share it across again things to get short social media references it'll work well for you just give you one example one of our clients in Sydney they have a men's clothing store and then uploaded on their website i uploaded a diagram of how to do out of time step-by-step incredible the amount of men they don't have to do that including myself but that piece of it's just a simple diagram was shared and they got hundreds and hundreds of natural links to that just remember content is the best way of getting great lengths to think about think creatively think what's useful for your users what they will appreciate all scanning of competitors very very important step not just because you want to suss out what they're doing won't get some good ideas as to where you should be in your video business should be as well to great tools to investigate they do have the free government and do have a paid on it so you can try them out for your sleep decide to write a subscriber not open site Explorer by SEO ma is very big name in the SEO industry and a majestic SEO right these these people will actually give you the graphs that show how many people to your competitors faster they are building links and so forth okay so metrics you want to look at is how many root domains or see classes are linking to them right so in that sense that what that means is how many unique domains are they getting clicked right anchor text what context competitors using you want to figure out the link building case right and of course when you'll be able to do as part of your research compare answers get link ideas and also analyze their content and social media activity how to get links create content again fun useful primary creative performative newsworthy sometimes even controversial but so we took a topic skincare hand creams and stuff and I'm thinking boring topic what we do and we make this interesting at low ladies ok so we uploaded this image to the clients website and what we did we were secretly tracking deck clicks and this is what happened they didn't know so we released these results I guess what feeds are links naturally pointing to this particular page so this is all I'm going to leave you with today to any questions feel free to see me afterwards thank you very much have a good any time for Q&A will be a few minutes okay few questions yes okay so the question is in terms of link building is it more beneficial to link out to others or is it more beneficial for others to link to you yes it's always more beneficial if others link to you right so in some situations if set exactly have a business partner they will not want to link to you if you have a link to them already so some people think all reciprocal links don't avoid that if you link to me and are linked to you committee go now Google doesn't have any problems with natural links that make good sense so if you have if you participate in linking schemes where you go failing to do you link to me and there's a level of automation they could get you in trouble but if you're if you're getting natural links towards your website you thinking out is in return no problem with that so but to answer your question always better to get links from others that's what helps your rankings linking out is a factor but it doesn't impact your rankings as much as the pub's linking to you any other question so so this this URL dijanna CR the fondling you for / DFP DSA and yet you will be able to download the this white dress from today there's no time limit it'll be there so sorry can you be penalized by google for building links to quickly know if they're natural yes if you just paid four hundred thousand links even if you bought 50 links and if you're a tiny little website that shouldn't get 15 straight away Naturals no way no way you can't be penalized from the other phone again Englishman's actually spoke to Tiffany Oberoi i think from google search quality team she's in a spanking right and she said they're very good at figure out who's blind eggs and it was was not so others say oh i can buy 100,000 things for my competitor I'm you know i can analyze them they claim they're pretty good at that if you do our marketing i'm a big fan but if you do like a viral campaign or you know killing bank and a lot of people suddenly link to you that's fine you can never be penalized for that that has not been a case that I've heard of somebody's need allies for natural links if you could try to go to flavor try to pay Elena bribe your way then you can emphasis on yes they do look at that so it's always better to get a contextual link within within an article rather than from a resource box that that is an obvious signal stance okay do we have any more time one more minute one question yes search engines actually look at the position of material on a website they try to understand what's navigation what's Buddha wats the sidebar that's the add content was the general content so most important part of your website are rather the top in the content area all the important elements all the links to your other pages should be placed in that all the non important stuff should be below the fold yes can you create your own metadata of course tips for metadata you want to memorize your ad in the search results so write it in such way that will inform encourage people to click I even once called click here on the frontier title tag people started clicking good sneaky going on it was just for fun right so you want you want those descriptions as as districted as its war money sometimes Apple price in there from product from such and such and I thought you can finally if that's what I want people to do is I want them to read so don't even go to the website a real estate from the search results so keep it as informed as possible keep all titles and all descriptions unique for all pages on your website you can't have duplicates you can't have the same description on the two pages on your site okay we're up that song we've got time for today thank you very much you
