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

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 • Identify low hanging fruits • Monitor keyword rankings •Site architecture •Content research • Scaling link building • Traffic reporting •On-page SEO •Content calendar • Event marketing • Revenue per keyword •Site auditing •Content editing • Relationship building with 
 • Overall revenue from search •Speed optimisation •Content design customers & influencers • User behavioural signals •Mobile optimisation •Social media • Conducting interviews • Bounce rate •Etc •Language translation • Press releases • Time on site •Etc • Etc • Pages per visit • Etc Search Engine Optimization (SEO) Training Course Equinet Academy

Topics Covered 1 Introduction 2 Keyword Research 3 On-Page SEO Off-Page SEO 
 4 (Link Building) Search Engine Optimization (SEO) Training Course Equinet 3 Academy

Top 3 Ranking Factors Search Results 1 Answers the searcher’s intent 2 Keywords are found on the web page 3 Strong backlink profile 4

Why SEO is So Important? 1 to 80% ignore paid ads on the right 70 % side of the SERPs Introduction of links clicked on by search engine 70 % to SEO users are organic results close rate for SEO leads on average 14.6 % compared to 1.7% close rate for outbound leads (print or direct mail) 82.6 % of internet users use search illion global searches conducted 100 B SEO Fundamentals each month on average Source: https://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/ Search Engine Optimization (SEO) Training Course Equinet 5 Academy

How Do Search Engines Work? Ranking Algorithms Search Results A score is given to each of To calculate authority and Chapter 1: Introduction to SEO webpage after taking into account relevancy of a webpage to hundreds of ranking factors. a given search query. Crawling Indexing Search engine spiders Search engines store the crawl the web through information it collects following links into its index. Search Engine Optimization (SEO) Training Course Equinet 6 Academy

Panda Update (2011) Google Major Lower the rankings of low-quality sites. Algorithm Changes Penguin Update (2012) Google changes its search algorithm Decrease rankings of sites that engage in shady link building. around 500 - 600 times each year. That’s Chapter 1: Introduction to SEO 1 - 2 times on average each day. Some algorithm updates have tremendous Hummingbird Update (2013) results on the search rankings. Below is Relevancy and Knowledge graph update (Semantic Search). a list of major algorithmic updates in recent years: Pigeon Update (2014) •Panda Improves distance and location ranking parameters for local search results. •Penguin •Hummingbird •Pigeon Update Mobile-Friendly Update (2015) •Mobile Update Impacts mobile search rankings of non-mobile-friendly pages. •RankBrain RankBrain (2015) Recommended reading: • https://moz.com/google-algorithm-change A machine learning algorithm that aims to present the most potentially • http://searchengineland.com/library/google/ correct document in response to unfamiliar or verbose queries. google-algorithm-updates Search Engine Optimization (SEO) Training Course Equinet 7 Academy

How to Rank Page #1 on Google On-Page SEO Off-Page SEO Chapter 1: Introduction to SEO • Keywords found on content • Acquiring inbound links from reputable, relevant webpages • Exceptional and unique content through Content Marketing, Social Media Marketing, Email • Fast page loading time 
 Outreach, etc. 
 • Optimized for mobile 
 • Local citations 
 • Proper URL structures 
 • Search engine submission • Good site architecture 
 • Optimized internal links Search Engine Optimization (SEO) Training Course Equinet 8 Academy

The Periodic Table of SEO Success Factors: 2017 Recommended reading: • http://searchengineland.com/2017-periodic-table-of-seo-factors-276790 Search Engine Optimization (SEO) Training Course Equinet Academy

The 4-Step SEO Process Keyword Research On-Page SEO Off-Page SEO Reporting Chapter 1: Introduction to SEO Step 1: Conduct keyword Step 2: Make your site Step 3: Link building and Step 4: Reporting and research search engine friendly local citation building analysis The first step of any SEO Once you have gathered a After taking care of your on- Your SEO campaign doesn’t campaign is to conduct targeted list of keywords, the page SEO, here comes the stop here. Check your keyword research. Doing next step would be to input hard part. keyword ranking reports, SEO without knowing what those keywords into your regularly monitor your site keywords your site should existing content. You can also Off-page SEO activities health through 3rd party rank for is like firing at a use your keyword list to give include link building and tools such as Google target without first taking aim. you new content ideas. building local citations. Webmaster Tools, check your backlink reports, and Detailed keyword research Other on-page SEO factors identify potential areas for and analysis sets your SEO include site speed, mobile improvement. campaign up for success in optimisation, site architecture, the long run. and internal linking. Search Engine Optimization (SEO) Training Course Equinet 10 Academy

What is Keyword Research? 2 Keyword research is finding out what search terms your potential readers are using, so that you can optimise your site better with the data. Keyword Research Your readers use keywords/ Your job is to know what those search terms to search for your keywords are and optimise your business. website for them. How to conduct keyword research like a pro Search Engine Optimization (SEO) Training Course Equinet 11 Academy

Why is Keyword Research Important? Discover Personas 1 To provide the best answer to a question, you first need to understand the intention of the question, also commonly referred to Chapter 2: Keyword Research as the searcher intent . Keyword research can help you to identify buyer personas based on the questions (search terms) they ask. Create Useful Content 2 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. Optimize Your Content 3 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.) Search Engine Optimization (SEO) Training Course Equinet 12 Academy

The 4-Step Keyword Research Process Chapter 2: Keyword Research Brainstorm Build Organise Prioritise Search Engine Optimization (SEO) Training Course Equinet 13 Academy

Conducting Keyword Research (Google Keyword Planner) Chapter 2: Keyword Research How to use Google Keyword Planner Step 1: Sign into Google AdWords with your Gmail account. Search Engine Optimization (SEO) Training Course Equinet 14 Academy

Conducting Keyword Research (Google Keyword Planner) Chapter 2: Keyword Research 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. Search Engine Optimization (SEO) Training Course Equinet 15 Academy

Conducting Keyword Research (Google Keyword Planner) Chapter 2: Keyword Research Step 3: Click on “Search for new keywords using a phrase, website or category”. Search Engine Optimization (SEO) Training Course Equinet 16 Academy

Conducting Keyword Research (Google Keyword Planner) Chapter 2: Keyword Research Step 4: Enter a seed keyword (e.g. “training room rental” ) and click “Get ideas”. Search Engine Optimization (SEO) Training Course Equinet 17 Academy

Conducting Keyword Research Step 5: Explore the “Ad group ideas” and “Keyword ideas” tab and start building your Chapter 2: Keyword Research 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. Search Engine Optimization (SEO) Training Course Equinet 18 Academy

Types of Keywords You Should Target Some examples of keywords in various AIDA Funnel (User Intent) buying stages: “Awareness” keywords: Chapter 2: Keyword Research } •office supplies needed to 
 start a business •office supplies for start up business Informational Content “Interest” keywords: •best office printers all in one •best office printers for 
 small business “Desire” keywords: } •office printers for sale Product- •office printers lease Centered “Action” keywords: Content •fuji xerox printer cartridges singapore Image Courtesy of Hubspot •fuji xerox printer cm225fw Search Engine Optimization (SEO) Training Course Equinet 19 Academy