Basic SEO training course prepared for Stjerneskibet coworking space (Odense, Denmark). Schedule: SEO BASICS Specific knowledge points include: Learning how Google works What search engines are looking for Building a monthly SEO action plan KEYPHRASE RESEARCH Specific knowledge points include: Understanding the importance of keyphrase research Learning the keyphrase research tools How to develop a per-page keyphrase strategy CONTENT DEVELOPMENT TRAINING Specific knowledge points include: Specific SEO writing best practices Important places to include your main keywords How to edit existing text for keyphrases

1. The Importance of SEO in Internet Marketing
by
Szymon Pietkiewicz

2. 3 GOALS FOR TODAY
1.Learning how Google works
2. Understanding the importance of key-phrase research
3. Learning specific SEO writing best practices

3. About Us
Copywriting & Storytelling
Copywriting is the process of
writing promotional materials.
Storytelling is a way of
transmitting a message in an
entertaining and memorable
manner. Stories allows to capture
listeners’ attention, but they also
make it more likely that they will
remember what we are telling
them.
#copywriting
#storytelling
Web Analytics & Conversion
Optimisation
Our data insights allow our Clients
to cut through mere statistics,
turning numbers into actual
business value.
Through our analytical and
conversion optimisation expertise
we will hone your campaigns and
website to meet your business
goals.
#Google Analytics
#A/B testing
#Optimizely
SEO Audits and Consulting
SEO deals with improving your
website's visibility in unpaid
search results.
At our company we like to
optimise not only your website,
but also your digital team. Our
SEO audits and consulting will help
you dominate organic search
results.
#Google
#SEO

4. SEO
Search engine optimization (SEO) is the process of affecting the visibility of a
website in a search engine's (Google, Yahoo, Bing) unpaid results.

5. SERP (Search Engine Results Page)

6. How Google Works
Googlebot is Google’s web crawling
robot, which finds and retrieves pages
on the web and hands them off to the
Google indexer.
Googlebot gives the indexer the full text
of the pages it finds. These pages are
stored in Google’s index database.
Google considers over a hundred
factors in computing a PageRank and
determining which documents are most
relevant to a query
https://www.google.com/insidesearch/howsearchworks/thestory/

7. Google algorithm
The formula Google uses to rank the resulting Web pages from a user's
query. Along with the PageRank system that was Google's major contribution
to evaluating Web site importance due to popularity, Google uses numerous
other criteria that change periodically to deliver more relevant results as well
as to prevent people from gaming the system.

8. Google algorithm

9. Search engines want to do their jobs as best as possible by referring
users to websites and content that is the most relevant to what the user is
looking for.
Content: Is determined by the theme that is being given, the text on the
page, and the titles and descriptions that are given.
Performance: How fast is your site and does it work properly?
Authority (backlinks): Does your site have good enough content to link
to or do other authoritative sites use your website as a reference?
User Experience: How does the site look? Is it easy to navigate around?
Does it look safe? Does it have a high bounce rate?
What Search Engines Are Looking For

10. What Search Engines Are NOT Looking For
Keyword Stuffing: Overuse of keywords on your pages.
Purchased Links: Buying links will get you nowhere when it comes to SEO,
so be warned.
Poor User Experience: Make it easy for the user to get around. Too many
ads and making it too difficult for people to find content they’re looking for will
only increase your bounce rate.
Black Hat SEO

11. Black hat SEO refers to a set of practices that are used to increases a
site or page's rank in search engines through means that violate the
search engines' terms of service.
Black Hat SEO
Content Automation
Hidden Text or Links
Keyword Stuffing
Spam in comments
Cloaking
Link Manipulation (including buying links)
Article Spinning
Link Farms, Link Wheels or Link Networks
Duplicate content

12. Black Hat SEO

13. How to find out what search terms people are using when
researching your product or service?

14. Google’s keyword planner tool

15. Google’s keyword planner tool

16. Google’s keyword planner tool
rengøring 4400
rengøringsfirma 1300
damp rengoring
rengøringshjælp 1900
privat rengøring 880
rengøring privat 480
hovedrengøring 320
erhvervsrengøring 260
damperengoring 140
rengøringshjælp søges 260
rengøringsfirmaer 210
hjemmeservice 320
rengøringsdame 210

17. Google’s keyword planner tool
How to Judge the Value of a Keyword
How much is a keyword worth to your website? If you own
an online shoe store, do you make more sales from visitors
searching for "brown shoes" or "black boots"?
Understanding the Long Tail of Keyword Demand
The long tail contains hundreds of millions of unique searches that might be
conducted a few times in any given day, but, when taken together, comprise
the majority of the world's search volume.
Keyword Difficulty
If big brands take the top 10 results and you're just starting out on the web,
the uphill battle for rankings can take years of effort. This is why it's
essential to understand keyword difficulty.

18. Google’s keyword planner tool
https://moz.com/products/pro/keyword-explorer

19. www.google.dk/trends/

20. www.google.dk/trends/

21. First Page of Google and How I Get My Clients There

22. SEO CONTENT DEVELOPMENT
SEO copywriting is a specialized form of online writing that:
1.Contains keyphrases — words your target reader types into a search box
to find the information she wants.
2.Helps online content rank higher in search results.
3.Drives qualified traffic.

23. SEO CONTENT DEVELOPMENT
Step by step:
1.You research keywords …
2.Then select a particular keyword and …
3.Use that keyword to write content …
4.Which other people then read and share on Twitter, Facebook, their own blogs,
and other social media platforms

24. SEO CONTENT DEVELOPMENT
• The title of your content (H1 headline)
• The first sentence of your first paragraph
• At least one heading within the content
• The page’s URL
•The alternate text field of any images you’ve included
• Ensure that your content is at least 300 words in length
• No duplicate content

25. SEO CONTENT DEVELOPMENT

26. SEO CONTENT DEVELOPMENT
Keyword density is the percentage of times a keyword or phrase appears
on a web page compared to the total number of words on the page. In the
context of search engine optimization keyword density can be used as a
factor in determining whether a web page is relevant to a specified keyword
or keyword phrase.
Tips:
Don’t pick single word Choose Word Phrases it will give you more search engine
impressions in different word formations
Use synonyms of the words you have chosen
(No. of Keywords/ Total number of words) * 100
5.5% Ideal Keyword density Percentage

27. SEO CONTENT DEVELOPMENT
Effective SEO services for Scandinavia
Experienced search engine optimization company
SEO is the process of getting traffic from the free search results on search engines. In other words it is the activity
of ensuring that website can be found in search engines (like Google, Bing) for words and phrases relevant to what
the site is offering.
Why do you need SEO?
Because you want to attract visitors who are browsing Google products or services that you offer. Better SEO
means more traffic to your website.
How does Google work?
Search engine uses crawlers (Google bots) that gather information about all the content they can find on the
Internet.The crawlers bring all this data to the search engine to build an index. That index is than fed through an
algorithm that tries to match all that data with queries (relevance of your site when someone enters a keyword or
phrase into Google).
Search engine optimization – two basic area:
….

28. Title TAG
Title tags are the second most important on-page factor for SEO, after content.
What is a Title Tag?
Title tags are part of the meta tags that appear at the top of your HTML inside the < head> area.
Think of title tags like the title of the chapter of a book. It tells people and search engines what your
page is about.

29. Title TAG

30. Title TAG
 Length: Title tags should be a maximum of 70 characters long, including spaces.
 Keyword Placement: Your most important words (keywords) need to be first in your title
tag, with your least important words being last in the title tag (most to least).
 Keyword Separation: Use pipes | to separate important (keyword) phrases (no
commas, underscores, dashes or any other punctuation unless the keyword is written
that way).
 Wording: Keep your important phrases short and simple.
 Company Name: If your company name is not part of the important (keyword) phrases,
put it at the end of the title tag
 DON’T DUPLICATE Title Tags: They must be written differently for every page.
 Make It Relevant: Title tags must be written to be descriptive of the content on the page.

31. Meta-description
Meta-descriptions play a big role in search results. In case you're unfamiliar with the term, a
meta description is the snippet of information below the link of a search result. Its purpose is
to describe the contents of the page to the searcher. The end goal is to convince and
persuade the searcher to click through to your website. Any words that match the search
term are bolded in the description.

32. <head>
<title>Example Title</title>
</head>
<head>
<meta name="description" content="This is an example of a meta
description. This will often show up in search results.">
</head>
Code Sample

33. 1. How will you improve my search engine rankings?
2. Do you adhere to search engines' webmaster guidelines?
3. Can you guarantee my website will achieve a number-one ranking on
Google, Bing and Yahoo?
4. Will you share with me all changes you make to my site?
5. How do you measure the success of your SEO campaigns?
6. What happens when we part ways?
7. What are your fees and payment terms?
7 Questions to Ask When Hiring an SEO Consultant

34. First Page of Google and How I Get My Clients There

35. Tak for opmærksomheden!
Szymon Pietkiewicz
Phone: +45 52 78 85 12
E-mail: szymon@effectivemarketing.dk
Website: effectivemarketing.dk
Please feel free to contact me if you need
any further information.
Szymon Pietkiewicz
Phone: +48 609 314 739
E-mail: szymon@conversacja.pl
Website: conversacja.pl