introduction to seo

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How to use

Search Engine Optimisation

to get more visitors to your website

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ContentWhat you will learn from this presentation

• What is SEO?• Understanding the Search Engine• An introduction to On-Site SEO• An introduction to Off-Site SEO• On-Site SEO vs. Off-Site SEO• Last words

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Short case studiesHow we can learn from others

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What is SEO?Why should we optimise websites for search engines?

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Understanding the search engineHow do search engines know which pages to show?

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Understanding the search engineHow do search engines know which pages to show?

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Understanding the search engineHow do search engines know which pages to show?

Importance

• Number of references (links from other pages)

Relevance

• Number of keyword mentions

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Understanding the search engineHow do search engines know which pages to show?

• Websites that have links from high quality & relevant websites

• Websites with high quality content

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Understanding the search engineHow do search engines know which pages to show?

Every web page on the internet gets a value.

This value is a score from 0-100.

This score has to be earned over time.

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The Google SandboxHow do search engines know which pages to show?

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Understanding the search engineHow do search engines know which pages to show?

High quality content High quality links

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Understanding the search engineHow do search engines know which pages to show?

High quality content

• Technically optimised website

• High quality text on every page

• User friendly website

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An introduction to On-Site SEOHow to optimise the website technically to rank higher in Search Engines

High quality content

• Technically optimised website

• High quality text on every page

• User friendly website

On-Site SEO

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An introduction to On-Site SEOHow to optimise the website technically to rank higher in Search Engines

Telling Search Engines what your website is about

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An introduction to On-Site SEOHow to optimise the website technically to rank higher in Search Engines

Telling Search Engines what your website is about

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An introduction to On-Site SEOHow to optimise the website technically to rank higher in Search Engines

Telling Search Engines what your website is about

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An introduction to Off-Site SEOHow to optimise the links that link to your website

High quality links

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An introduction to Off-Site SEOHow to optimise the links that link to your website

High quality links

• Relevant websites• Websites with high value• Placement of the link

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An introduction to Off-Site SEOHow to optimise the links that link to your website

High quality links

• Relevant websites• Websites with high value• Placement of the link

Off-Site SEO

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An introduction to Off-Site SEOHow to optimise the links that link to your website

How to recognize high valued websites?

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An introduction to Off-Site SEOHow to optimise the links that link to your website

How to recognize high valued websites?

• Continiously posts high quality and trustworthy content• A lot of websites link to them• They only link to websites that are relevant for their

visitors• Tons of visitors on a daily basis• Often technically optimised

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An introduction to Off-Site SEOHow to optimise the links that link to your website

Examples of high quality websites

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An introduction to Off-Site SEOHow to optimise the links that link to your website

Examples of high quality websites

• Newspapers• University websites (.edu)• Government websites (.gov)

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An introduction to Off-Site SEOHow to optimise the links that link to your website

How value gets from one website to another website

Value: 67/100

Website A Website B Website C

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On-Site vs. Off-Site SEOShould I focus on On-Site SEO or Off-Site SEO?

Your value is influenced by both On-Site SEO, ánd Off-Site SEO:

On-Site (43%) Off-Site (57%)

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Short case studiesHow we can learn from others

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Short Case study 1: Not so genius linkbuildingHow RapGenius got kicked out of Google

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Short Case study 1: Not so genius linkbuildingHow RapGenius got kicked out of Google

RapGenius lost over 1 Million visitors a day

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Short Case study 2: A valuable SEO lessonLosing value over night

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Short Case study 2: A valuable SEO lessonLosing value over night

www.example.com/old-name > www.example.com/new-name

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Short Case study 2: A valuable SEO lessonLosing value over night

www.example.com/old-name > www.example.com/new-name

24/100 1/100

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Short Case study 2: A valuable SEO lessonLosing value over night

www.example.com/old-name > www.example.com/new-name

24/100 1/100

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Short Case study 2: A valuable SEO lessonLosing value over night

www.example.com/old-name > www.example.com/new-name

24/100 24/100

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Short Case study 3: The power of SEOHow Lelong gained 350,000 visitors a month, in three months time

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Short Case study 3: The power of SEOHow Lelong gained 350,000 visitors a month, in three months time

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Last wordsThe main take aways of this presentation

• Value is build over time• Valuable links have to be earned• Be careful when changing the URL

• SEO is a long term strategy

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Wesley van der HoopHead of Web Optimisation

+60 18 297 0311Wesley.vanderhoop@lionandlion.com

LION & LIONThe Digital Agency