unbeatable seo tips

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A collection of search engine optimisation tips covering off the following broad topics: Building A Strong Foundation Keyword Research Website Performance Great Content Rich Snippets Link Building Mobile Social Learn why getting the basics right is an absolute priority, allowing you to move into more advanced topics such as URL canonicalisation using rel="canonical" tags and HTTP 301 permanent redirects, outpacing competitors with great content, leverage rich snippets, website performance and more!


  • 1.Unbeatable SEO Tips Learn what it takes to compete online, beat down your competition & win!KNOWING WHAT MATTERS

2. Who is Mantra Group? Mantra Group is the largest Australian based hotel operator, with properties in Australia, New Zealand and has recently expanded into Indonesia. Mantra Group has a 3 year pipeline to deliver 20 new properties into Indonesia and a further 20 properties into Thailand in the following 3 years.Some interesting figures about the company: 110+ hotels Over $7 billion of assets under management 15000 rooms for sale every night of the week Employees ~4000 staff $500 million per annum turnover 3. Who is Alistair Lattimore? Alistair Lattimore - Ecommerce Analyst 9 years with Mantra Group Software development background Founding member digital/ecommerce team Mad keen about search since 2003 I wear a few hats: Search Engine Optimisation Conversion Rate Optimisation Product development Analytics http://www.convergentmedia.co http://au.linkedin.com/in/alistairlattimore http://google.com/+AlistairLattimore http://twitter.com/alattimore Support my mo, http://mobro.co/alistairlattimore 4. Agenda Unbeatable SEO Tips Building A Strong Foundation Keyword Research Website Performance Great Content Rich Snippets Link Building Mobile Social Download this deck, http://bit.ly/unbeatableseotips 5. Building A Strong Foundation Read the manual Google Webmaster Guidelines Design & Content obvious site hierarchy text links information rich Technical use robots.txt to block crawlers dont track crawlers dont allow ads to affect SEO Quality make pages primarily for users, dont deceive them Avoid tricks, auto-generated content, link schemes, cloaking, sneaky redirects, hidden text or links, doorway pages, scraped content, irrelevant keywords, malicious behaviour Google SEO Starter Guide https://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf https://support.google.com/webmasters/answer/35769?hl=en&ref_topic=2370419 6. Building A Strong Foundation What do the search engines think? Google Webmaster Tools, http://www.google.com/webmasters/ Fast and easy to verify your site, https://support.google.com/webmasters/answer/35179?hl=en Tonnes of useful tools and invaluable insight 7. Building A Strong Foundation Controlling the bots Use robots.txt to control what URLs search engines are allowed to crawl with a website. If search engines cant crawl it, they cant index it & therefore it cant rank. Use Google Webmaster Tools Crawl->Blocked URLs report to quickly check how many URLs are blocked. 8. Building A Strong Foundation XML Sitemaps Back in 2006 Google, Microsoft & Yahoo! jointly announced a XML sitemap protocol. XML sitemaps are a way for a website to tell search engines what content theyd like crawled and indexed. Be aware, it is a hint or suggestion not a directive that they must obey. Popular content management systems can generate them out of the box, some require plugins or they can also be created using a website crawler such as Xenu Link Sleuth. Notify search engines about them via their webmaster console or via robots.txt files. Submit several smaller XML sitemaps for different sections of your site to help understand indexing problems. XML Sitemaps, http://www.sitemaps.org/ 9. Building A Strong Foundation URL Canonicalisation To a search engine, every variation in a URL is a different unique URL: http://domain.com/books http://www.domain.com/books https://www.domain.com/books http://www.domain.com/books/ http://www.domain.com/Books http://www.domain.com/books/?sort=price-ascTools to help address these issues: HTTP 301 permanent redirects rel=canonical tag, https://support.google.com/webmasters/answer/139394?hl=en 10. Building A Strong Foundation rel=canonical tag Ecommerce websites typically have lots of products, which typically means tools such as filtering or sorting to help users. Faceted navigation and helpful user tools can be tricky for search engines. Maximise high priority page equity by directing rel=canonical tags from URL variations into their respective base URLs./books/?sort=name/books/?sort=price/books//books/?sort=ratingrel=canonical tag, https://support.google.com/webmasters/answer/139394?hl=en 11. Building A Strong Foundation Pagination Ecommerce websites tend to have a lot of products, which then requires pagination.Pagination, https://support.google.com/webmasters/answer/1663744 12. Keyword Research Understand your customers Keyword research allows you to understand how your customers actually search for your products/services. Leverage keyword research to make better information architecture decisions, improve internal navigation, align product categorisation to customer expectations. It will uncover topics , sub-topics, related topics and importantly unrelated topics, many of which will go untapped without investing in keyword research. 13. Keyword Research Tools, tools & more tools Good keyword research is about going as broad and deep as you have the stomach for. Leveraging multiple keyword research tools and different sources of data provides the best diversity. Remember, you can always ignore a keyword but if you dont know it exists, you could be missing out on a pot of gold. Google Analytics, http://www.google.com/analytics/ Google Webmaster Tools, http://www.google.com/webmasters/ Google AdWords Keyword Planner, http://adwords.google.com/keywordplanner Bing Webmaster Keyword Research, http://www.bing.com/toolbox/keywords Ubersuggest, http://ubersuggest.org/ Soovle, http://soovle.com/ Keyword Snatcher, http://keywordsnatcher.com/ HQ Suggest, http://www.hqsuggest.com/ SEM Rush, http://www.semrush.com/ WordStream, http://www.wordstream.com/ 14. Website Performance Website load time performance matters April 2010, Google announced desktop load time performance was now a ranking factor June 2013, Google announced mobile load time performance was soon to be a ranking factor In addition to being on your search engine optimisation best practice road map, it is great for users. Google, Yahoo!, Microsoft, AOL, Amazon, Shopzilla and many more have case studies about the benefits.Phil Dixon, from Shopzilla, had the most takeaway statistics about the impact of performance on the bottom line. A year-long performance redesign resulted in a 5 second speed up (from ~7 seconds to ~2 seconds). This resulted in a 25% increase in page views, a 7-12% increase in revenue, and a 50% reduction in hardware. This last point shows the win-win of performance improvements, increasing revenue while driving down operating costs. 15. Website Performance Best practice front end optimisation Measure how well your site adheres to best practice guidelines using: http://www.webpagetest.org https://developers.google.com/speed/pagespeed/insights/ http://developer.yahoo.com/yslow/ http://gtmetrix.com Best practice performance improvement items: Enabled compression Merge CSS files to reduce HTTP requests Merge JavaScript files to reduce HTTP requests Combine images into CSS sprites where ever possible to reduce HTTP requests Configure HTTP caching so browsers dont needlessly re-request the same assets over and over Use a Content Distribution Network (CDN) to bring resources closer to the user 16. Website Performance Its hard work, how about a tool? Google are focused on speed, theyve built and open sourced a tool named PageSpeed to make it simpler. PageSpeed has been implemented for popular web servers: Apache Nginx Microsoft IIS If your hosting provider doesnt support PageSpeed, Google provide it as a service as well https://developers.google.com/speed/pagespeed/service/overview Australian based startup Squixa and US based Cloudflare provide a similar service and support Great for complex implementations http://www.squixa.com/ https://www.cloudflare.com/ 17. Website Performance SPDY (pronounced speedy) SPDY is a networking protocol developed primarily by Google, is moving toward standardisation and looks as though it will be included in the HTTP 2.0 protocol. It runs over HTTPS, supports HTTP header compression, out of order responses, multiplexed requests, server-side push and a raft of other optimisations. Google tested the performance improvement of 77 web pages across 31 popular sites using a Samsung Galaxy Nexus smartphone and found a 23% improvement in mean load times across the sites. Already has support in Google Chrome, Mozilla Firefox, Opera, Microsoft Internet Explorer 11 and is available today for the Apache web server, https://developers.google.com/speed/spdy/ 18. Great Content Underwhelming What sort of characteristics to underwhelming, lack lustre pages have: Little to no content Duplicate content/product descriptions from manufacturer 1 or very few photos Small or low quality photos No zoom feature on photos No 360 degree panorama photos No video No virtual tours No reputable third party reinforcements from noteworthy businesses/people No customer reviews ... 19. Great Content Outpace your competition Remember, search engines rank content preferably high quality content. Review the type and quality of content your key competitors are producing, now work out how to do it better! Critically review what content youre currently producing, do you have gaps over your competitors if so fill them. Market leaders like Amazon have drawn a line through many of the underwhelming points, great content, endorsements, customer reviews, recognition programs for top community members, lots of photos, zoom functionality, 360 degree panorama, video to accompany the photos with real people providing product descriptions, interviews with book authors, it just keeps going. Could you be asking your customers for action shots of their purchase (ie: customers wearing jean X, cut Y, size Z), how about 15 second video captured on an iPhone of your customers kids loving their latest toy. Think long and har