Getting some Google loving (…first thing in the morning) Evan Cunningham Dunlop | Managing Director

Who are you?

Who am I?

Acknowledgements

My First Site – Pure Awesome! Click Here!!

What is SEO?

“The process of optimising both the on-site and off-site factors of a website to maximise the amount of traffic delivered through the organic search engine medium.”

Source: techchunks.comtechchunks.com

Source: bwca.ccbwca.cc

Source: wikipedia.orgwikipedia.org

Source: zdnet.comzdnet.com

Why do SEO?

Source: seobook.com Click through rates according to AOL’s Leaked Search Data from 2006

Source: seoresearcher.com Click through rates according to Cornell University Data

Source: enquiro.com

The Game has Changed

Historical ‘Major’ Updates (total updates = ~500 per year)

Florida, November 2003

Universal Search, May 2007

Vince, February 2009

Nofollow, June 2009

Caffeine, August 2009

Adwords Sitelinks, November 2009

Instant, September 2010

Not provided, October 2011

Knowledge graph, May 2012

EMD, September

Plus more…

Google Panda, February

Demand Media was Created in At the end of the first day of trading after the IPO in January 2011, the stock was at $22.65 a share, which gave the company a market capitalization of $1.78 billion.

“Christian Muñoz-Donoso is going to make this job pay, he’s got to move quickly. He has a list of 10 videos to shoot on this warm June morning, for which he’ll earn just $200.” Wired, November 2009

“How to wash a car” 1.) Buy car washing equipment. 2.) Wash your car thoroughly. 3.) Be very careful. 4.) Enjoy your clean car.

The Panda Impact

ehow.com

ezinearticles.com

associatedcontent.com

Google Penguin, April

The Penguin Problem

Links

Anchor text

Super-power

Sometimes less than pretty results

The Penguin Impact

songlyrics.com

Uh oh…

Success....?

Recoveries are possible…

? Repairing vs. Building

Burn and churn

…and burn

Top 10 Things Not To Do

1. Don’t create high volumes of really crappy content

2. Don’t create high numbers of anchor text rich links

3. Don’t engage SEO services spruiked by overseas telemarketers

4. Don’t submit your site to heaps of really crappy directories

5. Don’t buy links from link networks, link farms, or link brokers

6. Don’t accidentally block your site from the search engines using robots.txt

7. Don’t use dynamic parameters in your URLs, especially parameters that look like search queries

8. Don’t spam, whether that be through automated blog commenting, mass forum posting, hacking, or any “turn-key” link building software

9. Don’t have a site that takes a long time to load

10. Don’t forget about the long tail

11. Don’t focus on traffic at the expense of conversions

Top 5 Strategic Tips

1. Understand the problem

2. Plan for algorithmic change

3. Plan for the future Machine learning algorithm, VR, AR…

4. Diversify

5. Build great websites

Top 10 Action Items

1.Measure your performance Google Analytics Google Webmaster Tools Rank Tracker (seobook.com) / Authority Labs

2. Keyword research Google Adwords Keyword Tool Exact Match / Phrase Match Local Australia

3. Create AMAZING content

4. Optimise your Title Tags

5. Optimise your Meta Descriptions

6. Develop a highly engaged and highly active social media following

7. Build solid gold links Guest posting Branded anchor text “Real world” relationships

8. Rel=canonical

9. Pubsubhubbub.appspot.com

10. XML & HTML Sitemaps

11. Educate yourself Moz.com Seobook.com Searchengineland.com

12. Ask me anything

It’s an open goal

You’re in pole position

Questions? Evan Cunningham Dunlop | Managing Director T E | W Digital Advisory | Digital Marketing | Digital Management