Agenda

• What is SEO?
• Importance of SEO
• SEO Good Practices
• Dark Art
• Google Tools

Search Engine Optimization

Process of maximising the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine

Search Engine

Systems like Google, Bing and Yahoo! search that enable users to search for documents on the World Wide Web

What is SEO?

A marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.

SEO isn't just about building search engine-friendly websites. It's about making your site better for people too.

Importance of SEO

• Searches - deliver the best results to the user!
• Visibility for your brand, generate leads, ROI
• Increase traffic
• Put your ahead of the game, rise from competitors
• Credibility
• Insight to user behaviour

SEO Good Practices

• Unique content, HTML semantics (image alt)
• Title structure and urls (hyphens)
• Mobile friendly
• Page speed
• Good link structure
• Phenomenal good UX
• Back links
• Analyse search terms and popular searches

Dark Art

• Change of algorithm
• Social media
• Constantly evolving
• Robots meta tag
• Canonicalisation
• robots.txt
• Sitemaps
• rel="nofollow"
• Javascript and forms not always parsed
• Takes time to crawl

Google Tools

• Webmaster Tools
• Search Console
• Page Speed
• Analytics