Perth SEO Training Seminar Course Outlines
Mastering SEO Course

Joondalup, Western Australia

What is SEO?

• What is search engine optimisation?

• Decide what you want SEO to achieve and think local

• Seo and ROI

• Organic vs. Paid search engine results

• Black hat vs. White hat SEO

• On-page vs. Off-page SEO techniques

• How do search engines work?

• The Google search algorithm

• Google PageRank

• Google panda

• Robots, spiders and crawlers

• Think like a search engine

• Search engines do not rank websites, they rank web pages

• Search engines vs. Directories

• What is a URL or domain name?

• What is an IP address?

• What is a web server?

• What is HTML?

• Viewing the HTML code behind a web page

• What is the index file?

• Picture files are stored separately from your web pages

Basic HTML

• What is HTML?

• Browsers and HTML

• Index page

• A sample web page

• Viewing HTML code

• Html tag

• Head vs. Body sections

• The head section

• The body section

• Title tag

• Description tag

• Meta keywords tag

• Header tags (for body text)

• Paragraph tags

• Bold tags

• Links to other pages

• Anchor text within hyperlinks

• Img (image) tags

• Alt tags

Power Google searches – your SEO friend

• Basic searching techniques within Google

• Search for a phrase within a particular website.

• Find documents using a particular file format such as PDF file.

• Find pages that link to a website

• To display Google’s cached version of a web page.

• To display information about a web page

• To display website pages that are similar or related to a particular URL

• To specify that all the words in a search query must appear in anchor text of links pointing to the a web page

• To specify that the words in a search query appear in anchor text of links pointing to the a web page

• To specify that all the query words must appear within the body text of a web page.

• To specify that some or all of the query words must appear within the body text of a web page

• To specify that all the query words must appear in the title of a web page

• To specify that one or more of the query words must appear in the title of a web page.

• To search, specifying that all query words must appear in the URL.

• To search, specifying that one or more query words must appear in the URL

Evaluating keyword phrases and investigating your online competitors

• Make a list of the keyword phrases you think are important

• Use keyword phrases rather than a single word

• Use a localised phrase

• Ask employees and customers for key phrase ideas

• Use Google to search using your chose keywords and check out the competition

• Use Google auto-suggest to suggest more popular keywords

• Related searches in Google

• Turn the cache off when repeating local searches

• ‘Block all’ local results

• Listing the keywords that your competitors think are important

• Word stemming

• Use thesaurus.com for related keyword ideas or the ms word thesaurus

• Using long tail search phrases

• Advanced Google search techniques

• Advanced Google search – find associated keywords in using the ~ character

• Advanced Google search techniques: ‘in title’ searches

• Advanced Google search techniques: ‘in URL’ searches

• Advanced Google search techniques: ‘in anchor’ searches

• Advanced Google search techniques: ‘in text’ searches

• Advanced Google search by file types

• Search using different international versions of Google

• International spelling and meanings

• Video searches

• What Google has to say about building keyword lists

• Firefox SEO add-ons

• Seo book toolbar

• Use Amazon to browse the index of related books for keywords

• Keyword tools – spyfu

• Keyword tools – seed keywords

• Keyword tools – keyword discovery

• Keyword tools – wordtracker

• Keyword tools – keyword spy

• Ordering and grouping your keywords and phrases in order of priority

Seo copywriting

• Content is king

• Google’s webmaster central guidelines

• Google webmaster central blog

• Customizing different pages for different keywords

• Body text and keywords

• Bold text

• Large text and coloured text

• Using bulleted or numbered lists

• Amount of text on a page

• Location of keywords on a page, top and bottom of page text

• Keyword density

• Keyword frequency

• Keyword proximity

Title, description and meta keywords optimisation

• Title

• Keyword position within a title

• Use unique titles for each page within your website

• The page title can be displayed within the search engine results

• What happens if you do not have a title or have a bad title?

• Titles for documents such as Microsoft Word or PDF files

• CTR (click through rate) and SEO

• Titles and matching HTML headings

• Keyword positioning within your title

• Localisation of your titles

• Google will only display around 64 characters but may index up to 250 characters

• Titles and branding

• Keyword proximity within the title

• The order of words within your key phrase are important

• Singular vs. Plural versions of your keyword

• Stop words

• Separators

• Using smaller words

• Call to action (CTA)

• Using exact keyword matches

• Use natural capitalisation

• Different title and description text

• Do not use multiple titles within a single web page

• Description

• The meta keyword list

More on-page keyword optimisation opportunities

• Keywords in the URL

• Using keywords in folder and file names

• Using keywords in image file names

• Using keywords in your CSS file name

• Using keywords in your div names

• Using keywords in your document file names

• Anchor text and keywords

• Headings

• Avoid picture headers on pages

• Alt tags

• Other types of downloadable documents

• Downloadable documents and SEO

• Linking from documents to your website

• Seeing which of your documents Google has indexed

• Use bullet point or numbered lists including keywords

• Comment tags

Your website’s internal and outgoing links

• Google likes big websites

• Google likes text based hyperlinks

• Complex internet website linking helps – Google counts sub-folder internal links

• Link all pages within your website back to your homepage.

• Exploiting keywords in anchor text links

• Don’t use ‘click here’ for anchor text within a hyperlink

• Use both text and graphic links

• Outgoing links from your website can help SEO

• Controlling link juice with no follow tags

• Java menus and flash menus

• Insert links from each page to your important pages

• Make sure all pages can link back to your home page

• Checking your website for broken links

• Check all your outgoing links for links to bad neighbourhoods

Getting links and getting noticed

• Submitting a website to the search engines

• Do not use automated website submission services

• Google site links (extended links) feature

• Open directory project (DMOZ)

• Xml site map generators

• Links are the web’s currency

• Counting links to your site

• Provide HTML code to make it easy for others to link on your website

• Link baiting – quality content attracts links

• Do not use automated link building schemes

• Free e-books

• Investigate competitor links

• Link exchanges

• Take care when considering free link pages

• Free search engine listings

• Google use link: <website>

• Add different versions of links inc. Anchor text to your ‘add a link’ page

• Add Google +1 and Facebook link buttons on your website

• Maximise the benefit of your local Google places page

• Understanding nofollow

• Get listed locally

• Why use ‘paid directories’

• Paid yahoo directory submissions

• Paid Business.com listing

• ‘Best of the web’ paid directory listing

• Using Google alert as a link tool

• Open website explorer

• Majestic SEO

• Quality links from .gov or .edu (harder to get)

• Article submission sites

• Presentation submission sites – slide serve

• Presentation submission sites – slideshare

• Other presentation sharing websites

• Links from YouTube

• Other video submission sites

• Business associations

• Local business meeting groups

• Take part in forum discussions

• Setup your own forum

• Post comments to other peoples blogs

• Get links from ebay

• Coupon and discount sites

• Automatically tagging copy and paste with a hyperlink to your website

• If websites mention your company product or service ask for a link

• Submit photographs to photo sharing sites

• Use Google alerts to find new link opportunities

• Ask for links

• Downloadable tutorials, fact sheets or reports

• Make it easy for visitors to add a link back to you

• ‘Question and answer’ websites

• Become an expert source for newspapers, local radio and television stations

• Join local industry associations and groups

• Exploit 404 errors on competitor websites

• Offer educational discounts

• Linking from top research or top reference sites

• Guest blogging

• Sponsor educational events

• Charitable donations

• Podcast directories

• Green directories

• Create your own affiliate program

• Use ‘tell a friend’ buttons

• Use ‘share this’ buttons.

• Creating your social media profile across social media sites

• Link check related, but non-competitive websites and offer to fix broken links

• Offer your services as a guest speaker to local colleges & universities

• Reciprocal links with similar companies in other regions or other countries

• Consider buying established websites related to your market

• Translate your website or blog into different languages

• Purchase adverts on websites with content related to your website

• Deal and discount sites

• Ask for a mention in a newsletter operated by a similar, but non-competing website

• Do not link to bad neighbourhoods

• How to identify bad sites (so called ‘bad neighbourhoods’)

• Remember that internal links count too

• Press releases

• Printed advertising – advertise the URL

Multiple website issues

• Why consider having more than one website?

• Matching the domain name to your keyword phrase, using a special trick

• Domain names suggestion tools – find available domain name variations

• Domain squatting (also called cyber squatting)

• Duplicate content issues on multiple websites

• Multiple domains redirected to a single website

• Dedicated and shared IP addresses

Google places page & Google plus business pages

• What is a Google places page?

• Optimizing your Google local page

• Creating a business page

• Customising Google plus pages

Google profiles

• Example Google profile

• The easy way to display your Google profile page

• Single-author blogs and sites

YouTube

• What is YouTube?

• Search YouTube to find competitors and checkout their SEO

• Advanced YouTube search options

• Simple slideshow videos vs. Expensive corporate videos

• Uploaded videos cannot be re-edited

• Make YouTube videos time independent

• YouTube annotations

• Posting a video to YouTube

• Optimizing YouTube videos

• The importance of a clickable link in the YouTube description

• YouTube videos with clickable links on the actual video

• YouTube channels

• Creating and optimizing a YouTube playlist

• Adding a new playlist to your YouTube channel

• Adding videos to a playlist

• YouTube videos can be displayed in the Google results – three times!

• YouTube comments and video feedback

• YouTube ‘likes’ and ‘dislikes’.

• Linking YouTube videos to other videos using annotations

• Creating animated videos

• Free video maker for YouTube

• Animoto: a sophisticated online video production tool

• Traffic geyser

• Hosting online videos

• Dailymotion.com video sharing site

Blogs and SEO

• What is a blog?

• Websites vs. Blogs

• What is WordPress?

• Creating a WordPress blog on your website

• WordPress plug-ins

• Using WordPress themes

• WordPress TV

• Videopress

• Make sure your blog is not blocking the search engines

• Enable comments to be left on your blog

• Regular website SEO techniques still apply

• Install the all-in-one SEO plug-in

• Use keywords within the title of each blog post

• Use link juice wisely

• Add alt tags to the images in your posts

• Make sure your theme handles header tags correctly

• Customising blog pinging notification

• Install the Google xml sitemaps generator plug-in

• Do not use ‘sponsored themes’

• Using slugs

• Using time stamping to help generate a flow of ‘fresh content

• Using tags

• Integrating with social media

• Using complex linking within your blog

• Making ‘scrapers’ work to you

• Using ‘permalinks’

• WordPress ‘digg digg’ plug-in

• Google blogger

Facebook, twitter & LinkedIn

• What is twitter?

• Twitter and business

• Twitter buttons

• Twitter widgets

• Promote your social media when you email

• Apps for linking to all social media sites – OnlyWire

• Stumble upon

• LinkedIn

Monitoring your SEO campaign

• Google PageRank

• Simple web hit counters

• Monitor the back links to your website

• See how many pages you have listed in Google

• Manually check your search engine results

• Beware of using automated search engine position checkers

• Google webmaster tools

• Google analytics

• Bing webmaster tools

• Free alexa toolbar

• Report competitors that spam

• Monitor competitor sites for content changes

• Impartial feedback on your website

• What are web logs?

• Tools for analysing web logs

• Getting data about websites – markosweb

• Getting data about websites – sitetrail

• Getting data about websites – seoseope

• Getting data about websites – mustat

• Getting data about websites – woorank

• Getting data about websites – webboar

• Getting data about websites – wsadirectory

• Screaming frog SEO spider tool – use it to analyse your website

• Markosweb SEO

• Google site links (also known as extended site links)

• Bounce rate

• Search engine competitor ranking tools – compete

Google webmaster tools

• Google webmaster tools

• Google webmaster tools – site configuration

• Site configuration – Site maps

• Site configuration – Crawler access

• Site configuration – Site links

• Site configuration – Change of address

• Site configuration – Settings

• Site configuration – URL parameters

• Site configuration – user administration

• Google webmaster tools – your site on the web

• Your site on the web – Search queries

• Your site on the web – Links to your site

• Your site on the web – Content keywords

• Your site on the web – Internal links

• Google webmaster tools – +1 metrics

• Google webmaster tools – diagnostics

• Diagnostics – Malware

• Diagnostics – Crawl errors

• Diagnostics – Crawl stats

• Diagnostics – Fetch as Googlebot

• Diagnostics – HTML suggestions

• Google webmaster tools – Labs

Web server, domain and URL issues

• Canonicalization (setting preferred URL)

• Web page loading speed

• Monitor website bandwidth use and peak period usage

• Buy up URL variations and also international versions of the URL

• Consider other domain types

• Beware of purchasing an expired domain

• Purchasing an existing website

• Buying a premium website domain

• Finding recently expired domains that you might want to purchase

• Create custom error 404 page with links to important pages

• How to remove pages from Google

• Buy domains for the maximum period available

• Checking to see if your website has been hacked

• Excluding sites that link to you and cause excessive bandwidth issues

• Checking for other sites that may be plagiarizing your website content

Website credibility – making SEO payoff!

• Your website visitors are looking for reassurance

• Full contact details

• Embed a map on the contacts page

• Client lists and customer feedback

• Independent reviews

• Publish full prices on you website rather than asking for a quote

• Guarantees and ‘terms and conditions’

• Returns policy

• FAQs page

• Always use encryption to take credit cards

• International issues

• Take account of local sensibilities, especially pictures

• Privacy policy

• Establish jurisdiction for disputes

• Website accreditation schemes

• Keep your content up to date

Browser & hardware issues

• Different browser issues

• Browsers version issues

• Screen resolution issues

• Mobile web issues

Evaluating an SEO company

• How well does the SEO website show up in Google?

• Check out their home page PageRank

• How many back links they have to the SEO companies website?

• How many of their pages are indexed by Google

• Take links from client websites into account when accessing the number of back links

• Check the website of the SEO company for broken links

• Do they provide both on-page and off-page SEO services?

• Take a look at the HTML code behind their home page

• Ask to see examples of their SEO clients

• Do they provide full contact details?

• Is the pricing structure clear?

• Do they provide full company registration details?

• Exactly what do you get for your money?

• Is the SEO work all done in-house or is it outsourced?

• Never respond to SEO spam emails