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The very basics of SEO explained in 12 slides

The purpose of this presentation is to give new starters an idea of SEO and its principles
by

Mirko Obkircher

on 29 October 2015

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Transcript of The very basics of SEO explained in 12 slides

The very basics of SEO explained in 12 slides
The best practices
1. If you buying links make them 'no follow' (that applies to affiliate links, paid blog posts, give aways on 3th party sites,...)
2. If you want to link to the website with 'follow' link make sure that:
- there is a small number of links (1-2)
- anchor text has variations (for example: voga, voga.com, voga.com/fr, designer furniture)
- there is good content justifying linking
- links are not going only to the homepage, but to product pages/ categories
- there is link to the other sites (with the high Page Rank)
What is SEO?


SEO stands for “
Search Engine Optimization
”. It’s the process of
getting traffic
from the “
free”, “organic
”, or “natural”
search results
on search engines.

Off-Site SEO
On-Site SEO
Search Engines & Goals
Goal of search engines is to
provide accurate answers to searcher's queries
To achieve this, they want
unique, high quality content
to appear in the search results that meets searcher's intent
Google or Bing define "High quality" by
over 200 ranking factors

Ranking Factors


The Google algorithm,
that defines who is going to rank high, is
top secret
and the
ranking factors
are supposed to be a
black box
(+ they change almost constantly).
However some important factors have been unveiled through ongoing tests and case studies.

Classified in:
on-page elements
(On-Site SEO)
off-page elements
(Off-Site SEO)

SEO Basics
On-site SEO factors
The following
on-site elements
do influence ranking of a site in the search results of a search engine (among others)

• The
architecture
of a website
• The
quality and uniqueness
of the content
• The
relevancy
of used
keywords


Internal links
between pages on your site
• Description of images
alt tags
• The
site speed

Meta title
of pages
• user-friendliness of
URLs
...

Technical SEO aspects
The On-site SEO starts with website
architecture
(technical aspects)
Is the site accessible for the Search Engine?
How "clean" is the code
How long does it take to load tags and elements (
Site speed
)
Is the site mobile friendly
...



Content SEO aspects
Optimizing the actual content on the site
How
valuable and unique
is the content
How clear is the structure (title, subtitle,...)
Keyword relevancy
and
usage
How good is UX and
engagement
on your site (ex. CvR for E-Commerce)
...



On-site vs. Off-site SEO


On-site:
Optimization of your own site (technical and content wise)
Off-site:
Gaining popularity on the web (digital PR & Social Media)
Both aspects are
equally important
in achieving the goal of higher rankings



Off-site SEO factors
The following
off-site elements
do influence the ranking of a site in the search results of a search engine (among others)

• The number of
quality backlinks
• Engagement on
Social Media
Channels (Interactions like Shares, Comments, Likes)

Backlinks to our site
Backlinks are links that are directed towards our website (also called inbound links)
In general the number of
quality
backlinks is an indication of the popularity or importance of the website.
When search engines calculate the relevance of a site, they consider the number of quality inbound links to that site.

Building
quality backlinks
is one of the most important factors in off-site search engine optimization

Value of links
Search engines use many metrics to determine the value of the external links. Some of these metrics include:

• The
trustworthiness
of the linking domain
• The
popularity
of the linking page
• The
relevancy
of the content between the source page and our page
• The
anchor text
used in the link
• The
amount of links
to the same page on the source page
• The
amount of domains
that link to the our page
• The
amount of variations
that are used as anchor text to link to the target pages
Follow and nofollow links
A no follow link is a link that does not count as a point in the page’s favor, does not boost PageRank, and does not help a page’s placement in the SERPs.

<a href="signin.php" rel="nofollow">sign in</a>

The purpose of this presentation is to give new-starters
an idea of SEO and its principles in 2015
Full transcript