Search Engine Optimisation for Bloggers

Presented by Todd Wright

Threesides Marketing for Eat Drink Blog 15 October 2015

www.threesides.com.au

http://threesides.com.au/blog/

www.Facebook.com/threesides

www.Twitter.com/threesides

www.slideshare.net/threesides

“

”

Threesides works with

businesses to create

results through smart

marketing planning

and implementation.

We help you get more

customers to your

business.

We love what we do.

We help these food/destination/hospitality businesses achieve greatness:

Capital Region Farmers MarketHellenic Club CanberraOld Bus Depot Markets

Yass Valley Council - TourismVisit Canberra

Young Shire TourismSportsmans Warehouse

The RUC Club Barton / TurnerNational Parks NSW

(and more…)

My blogging story

SEO Skills

97%

Digital Marketing

99%

100%

Passion

100%

Skills

Nerd

• Started first online ‘blog’ / Journal 1994• Setup website / Blog on geocities 1997• Met Blogger in 1999 and dabbled

{insert pause for non blogging era}

• Met wordpress in 2005• Started Threesides 2007 – first website

was a WP blog• Occasional contributor / long time reader• Work with Eat, Drink Travel bloggers for

clients• Spend lots of time in SEO / SEM land

Overview

1. What is SEO

3. How search engines work

8. Keep learning

about SEO

5. Measure and evaluate

2. Why it matters to your blog

4. How to optimise your

site and content

7. Useful tools to help you DIY

6. Things to avoid

1. What is SEO

There is no “correct” answer to search – just a

collection of tested, qualified and some times

completely wrong opinions. Let’s listen. Learn and test

these ideas for yourself.

SEO = Search Engine Optimisation

(or)

Search Engine Opinion

2. Why it matters to you

Consider the internet as a massive ocean

11

Ever felt you are just bobbing about?

12

Without visibility in search engines you may never be found

13

….get aboard the right ship with

qualified readers,

heading to your island.

3. How search engines work

or how Google works anyway…

16

1) Navigational Searches

2) Informational Searches

3) Transactional Searches

Types of Searchers

4. How to optimise your

site and content

1. Easy to use, navigate and

understand

2. Provide direct, actionable

information relevant to the

search query

3. Professionally designed and

accessible to modern browsers

4. Deliver high quality,

legitimate and credible content

What is an AWESOME site for search?

1. ON PAGE FRESH, KEYWORD

OPTIMISED CONTENT

2.PAGE

STRUCTURE

3. QUALITY

BACKLINKS

4. SITE

STRUCTURE

5. OFF

PAGE

20

1. ON PAGE FRESH, KEYWORD

OPTIMISED CONTENT

a) Find your keywords

b) Research competition

c) Interrogate your analytics

f) Acknowledge the long tail

d) Use tools to discover new ones

e) Use them in your content, titles, tags

Google keyword tool

https://adwords.google.com/o/KeywordTool

http:www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimisation

242. PAGE SETUP

a) HTML head tags, meta tags

b) URL – Length, keywords, hyphens

c) Body Tags – Keyword repetitions, proximity

d) Alt Tags – Image descriptions filenames

25URL Structure

POOR

www.seomoz.org/blog?id=123

GOOD

www.seomoz.org/blog/google-fresh-factor

26

27

3. LINKS + QUALITY BACKLINKS

a) Internal Links - Click-Depth

b) Outbound links

c) Inbound links with high

Page Rank value

28

Make some link loveLINK IDEAS

01 Get your customers /

readers to link you

02 Build a company

blog. Make it

valuable, informative

and entertaining

resource

04 Be newsworthy

05 Find directories or

listings of relevant

resources

03 Create content that

inspires viral

sharing and natural

linking www.seomoz.org

304. SITE STRUCTURE

a) Indexable / searchable content

b) Menu structure

c) Page structure

f) Content management system

d) Site map = xml site map

e) Robots.txt

315. OFF PAGE

a) Directory listings

b) Forums (with rel=dofollow)

c) Social media

d) Media articles

5. Measure and Evaluate

Track your Rankings

•Direct Navigation: Typed in traffic,

bookmarks email links twithout racking codes

etc.

•Referral Traffic: From links across the web

or in trackable email, promotion and branding

campaign links

•Search Traffic: Queries that sent traffic from

any majoy or minor web search engine

6. Things to avoid

35

What you need to avoid

01 “Overdoing”

SEO

02 Keyword

stuffing

03 Trying to cheat the

engines

04 Offshore

‘cheap’ SEO

services

.

05 Set and forget

06 Too much research

and not enough

action

7. Useful tools

http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO.pdf

38What’s in our SEO tool kit

Google Search Engine

2.Google Keyword

Tool

3.Google Analytics

4.Google

Webmaster Tools

5.SEO MOZ

6.Moz Bar

1.

8. Keep Learning

40Free Resources

01

02

03

04

http://www.seomoz.org/learn-seo

http://www.seomoz.org/blog/the-beginners-checklist-for-small-business-seo

http://searchengineland.com/

http://www.searchenginejournal.com/

Stay in TouchContact us

Visit us9/20 Challis Street

DICKSON ACT 2602

CANBERRA, AUSTRALIA

Call us(02) 6249 1117

0419 417 024

Email / Website / Postal

Todd.Wright@threesides.com.au

www.threesides.com.au

PO Box 1523

DICKSON ACT 2602

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