Understanding Search Engines & SEO

1. Google search explained

2. Google’s ranking factors

3. The basics of good SEO

4. Measuring SEO success

5. The future of SEO

Understanding Search Engines & SEO

Google Search Explained1. Visit Google.com.au and search “how search works”

2. Click on the top result for a visual explanation from Google on how search works

Google never actually tells us exactly what

factors make up their Algorithm, and it’s

constantly being changed.

We only get hints from Matt Cutts.

Google’s Ranking Factors

● Head of Google’s Webspam

Team.

● Releases limited information

about major updates &

changes to the algorithm.

● Leading the fight against

spam.

Meet Matt Cutts

Updates to Google’s Algorithm

PLAY NICE WITH THE ANIMALS & YOU WON’T GET HURT

● Google makes serious updates to their search algorithm.

● Panda, Penguin & Hummingbird are the most serious seen.

● Updates tend to reward quality sites and penalise spam sites.

● However, sometimes good sites get hit too.

● All to provide us with the highest quality, most relevant search results.

With limited information from Google on the algorithm, SEO

experts have identified the top ranking factors for

themselves through a lot of research & testing.

The top ranking factors fall into two main areas:

1. On page SEO factors

2. Off page SEO factors

Google’s Ranking Factors

SEO experts to follow

Basics of on page SEO

● Content should be:

o Unique, fresh & engaging

o Keyword optimised

● HTML should be:

o Keyword optimised

o Informative for users

● Page should be:

o Accessible by bots

o Easy to navigate

o Mobile responsive

Incoming links should be:

● From quality web sites

● A range of different site types

● Relevant & “natural”

● Use keyword optimised text

Social engagement should be:

● Across multiple channels (especially Google+)

● From reputable & quality profiles

● Local

Basics of off page SEO

● Monitor Overall Visits, including:

o Organic & paid search

o Direct

o Other referrals

● Investigate Keywords & Search Queries

o Traffic from specific keywords

o Keyword rankings in SERPs

Basics for measuring SEO success

● Track Site Engagemento Landing Pageso Bounce rateo Time on pageo Conversion rate

The future of SEO

The future of SEO places an emphasis on

providing genuine value for users, in the

form of unique content & well structured sites

that are highly relevant to the user.

Like to learn more about SEO? www.visible.com.au