Short SEO Training Course
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The document outlines strategies for optimizing online marketing through Google search, discussing the significance of keywords, search results relevance, and penalties. It includes methods for keyword research, optimizing page titles, and improving website architecture for better search engine ranking. Additionally, it emphasizes the importance of inbound links and their natural variability to avoid search engine penalties.
Short SEO Training Course
- 1. EXPLANATION OF GOOGLE SEARCH Copyright Cube Online Marketing How Google lists the search results Relevance to search term GoogleBans, Penalties, and Filters Penguin & Panda images text length & original Indexing & Cache site:yoursite.com 1
- 2. THE DIFFERENCE BETWEEN ORGANIC, (80%), AND PAID RESULTS, (20 % ADWORDS) Long term and short term results Filling the gap Copyright Cube Online Marketing 2
- 3. SCREAMING FROG Check once per month after first check Export html to spread sheet Copyright Cube Online Marketing Check for errors in file 5XX and 4XX Page Titles Useful, Descriptive, Duplicate, Length 45 to 70 inc spaces Descriptions Useful, Not Blank Redirects avoid 302 Headings & Sub Headings H1, H2, H3 3
- 4. KEYWORD RESEARCH Keywords are phrases that you want to have your web site found in Google for Copyright Cube Online Marketing Keywords are typically two to five words The shorter a phrase generally the more difficult to rank for Longer Keywords are typically associated with better targeting and conversion E.g. Cinemas or Dublin Cinemas 4
- 5. Copyright Cube Online Marketing 5 KEY WORD RESEARCH
- 6. WHERE TO START? Copyright Cube Online Marketing Google External Keyword Tool - https://adwords.google.com/select/KeywordToolExternal Analytics Data Remember to use Modifiers Google Search Suggest drop down when typing 6
- 7. KEY WORD RESEARCH Copyright Cube Online Marketing Competitors Sites Look at titles Google Trends - http://www.google.com/trends http://www.spyfu.com/ http://www.keywordspy.com/ - works for Ireland http://www.serparchive.com/ SEO Digger 7
- 8. OTHER KEYWORD SOFTWARE http://tools.seobook.com/keyword-tools/seobook/ Copyright Cube Online Marketing http://www.wordze.com/ http://advertising.microsoft.com/learning- center/downloads/microsoft-advertising-intelligence - a Microsoft ad account is required 8
- 9. PAGE TITLES Page titles are the most valuable bit of real estate on your page. It can have more influence than any other single item. Copyright Cube Online Marketing This is where you use your main keywords. The text closer to the front of the title Google considers more important. Unique title for every page on your site. 9
- 10. WEB SITE ARCHITECTURE Copyright Cube Online Marketing Page Titles 60 70 Characters Descriptions 150 167 characters Customize your 404 error page WWW versus Non-WWW File Naming Convention keywords, lower 10
- 11. ON PAGE OPTIMISATION Key Word Density Copyright Cube Online Marketing The main keywords that you are trying to rank the page for need to be in the title tag and then used throughout the page. This should not be overdone, the page should read well for humans, but make sure the keywords are on the page. Use H1, H2, etc to break up the page, add some keywords in these & some un-related. Use synonymous and related words 11
- 12. WHAT IS A LINK? Copyright Cube Online Marketing Links are hyperlinks Examples: http://www.cubeonlinemarketing.ie/listofirishwebdirec tories/ <a href=http://www.cubeonlinemarketing.ie target="_blank>SEO Ireland</a> SEO Ireland is the anchor text 12
- 13. INTERNAL LINKING USING ANCHOR TEXT Internal Links Copyright Cube Online Marketing Using internal links can help tell Google what a page is about. If you write a blog on your site add at least one link from the blog or news page to one of the pages that you are promoting. This is known as web page/ site theme: e.g. in most blog posts I write I will include a link to another page on the site. 13
- 14. IMAGES good alt text 2 5 key words file name relevant to image/ keywords, title = short sentence Copyright Cube Online Marketing E.g. <img src=/slideshow/short-seo-training-course/17750911/diamond-ring.gif alt=Diamond Ring Title=Picture of a designer diamond ring. height=100 width=100 /> 14
- 15. LINKING OUT It is good to link out, your website appears more natural to Google Copyright Cube Online Marketing There is no harm in linking out to most website, however it is good to link to trusted sources Swop links with other business owners / websites, reciprocal links should not make up more than 15% of your overall inbound links 15
- 16. SO, WHAT MAKES A GOOD WEB PAGE? Text on page min of 300 words Good title tags keywords, (less than 70 Copyright Cube Online Marketing characters) Good descriptions Keywords used on page Headings used on page, H1, H2, H3, etc Images, alt and title tags 16
- 17. GOOGLE WEBMASTER TOOLS Health 404 errors need to be fixed Change Preferred domain to non www Copyright Cube Online Marketing Search Queries with change Links to site Google Analyics Traffic Sources Sources All & Search 17
- 18. INBOUND LINKS WHERE THE MONEY IS What is a good link to get? Copyright Cube Online Marketing Age of site, older the better Relevance to your search term Anchor Text IP relevance Gov, edu, or .ac.uk Most links will not satisfy many of the above 18
- 19. WHERE TO GET LINKS FROM Not just anywhere If you start off with low level links this is how Copyright Cube Online Marketing Google will view your website Never join link networks, or add any link code to your page, web ring, etc Build links over time. If you add 100 links to a website that only has 10 at present it will be sandboxed, and it will not rank for much for between 2 and 6 months, maybe longer Slow persistence is required month on month 19
- 20. INBOUND LINK TEXT Vary your sites inbound links anchor text by adding extra modifying words. The anchor text of your inbound links is crucial, but if they all have the same link text, search engines will consider them artificial and penalise your site. Here are some ways to link to a site naturally:油 Copyright Cube Online Marketing http://mysitename.com/ www.mysitename.com my sitename my sitename.com my keywords owners name my sitename owners name sitename. 油 In order to keep your anchor text natural-looking, try to add modifiers to some of your inbound links, and try to create at least a few links that are just your site name, or some links that do not contain your keywords. 油 Rather than creating long anchor text like: Search engine optimization SEO marketing online internet web placement. You are better off using many smaller and more natural-sounding anchors. 20
- 21. ANCHOR TEXT Anchor text is very important Search for Telecoms Poodle - Googlebombing Copyright Cube Online Marketing http://www.google.ie/search? q=telecoms+poodle&ie=utf-8&oe=utf- 8&aq=t&client=firefox-a&rlz=1R1GGLL_en- GB___IE358 After events like this and miserable failure which led to George Bush Google changed their algorithm and said a page would not rank unless the text was on the page. Clearly this is not the case and that was 2007. 21
- 22. FIRST LINKS Your Web Designer Your Local Chambers Copyright Cube Online Marketing IIA rss your blog, add news with a link included, and directory listing Trade Bodies Irish Web Directories - http://www.cubeonlinemarketing.ie/listofirishweb directories/ http://www.irishbusinessforums.com/ - you can add a profile about your business, write at least 300 words 22 Reciprocal Links no more than 25% of total links
- 23. MORE LINK IDEAS Use Google Alerts for keywords & links Have an alert for Your Keywords Copyright Cube Online Marketing Deep Links are links that point at inside pages of your website. These are very good. Most links will go to the home page, deep links help a page rank higher and help the whole site. 23