This is a short slide deck delivered at an event that was part of Melbourne Spring Fashion Week called Fashion Forward. The aim was to help fashion bloggers learn about the benefits of SEO and get their blogs found.

1. SEO BASICS
FOR BLOGGERS
Chris Burgess
@chrisburgess
clickify.com

2. What I’ll Cover…
• What is SEO?
• Getting Found
• Structuring Your Content
• Essential Tools
• WordPress SEO by Yoast
• Recommended Resources

3. What is SEO?

5. What is SEO?
Search Engine Optimization

6. What is SEO?
ORGANIC
(SEO)
PAID
(SEM)
PAID
(SEM)

7. Getting Found

8. 1. Put your visitors first

9. Profile Your Visitors
• What gender?
• What age?
• What interests?
• What do they need?
• What can you provide them with?
• What is the purchase cycle like for them?
• What pain points can you alleviate?
• What competitor sites to they also visit?
• What can you give that no other site
does?

10. 2. What is your main goal?

11. Are You Looking For…
• More visitors?
• More leads?
• More customers?
• More subscribers?
• More online sales?
• More advertising?
Use this to benchmark your progress and to
ensure you have a focused call to action on
your site.

12. 3. Prepare Your Strategy

13. What Your Strategy Should Include
SEO
• Keyword Research
• Content Marketing
• Onsite/Offsite
It also needs to be integrated with:
• SEM
• Social Media
• Comms/PR
• Advertising

14. Keyword Research

15. Google Keyword Planner
h"p://adwords.google.com/keywordplanner

16. Google Trends – Keyword Research
h"ps://www.google.com.au/trends/

17. Structuring your
Content

18. Content Structure – Hierarchical Order
<h1>Only 1 Heading 1(with target topic/keyword)<h1>
<h2>Sub Heading 2</h2>
<h3>Heading 3</h3>
<h2>Sub Heading 2</h2>
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IMAGE

19. Content Structure
• Descriptive File Name and use Image ALT Tags

20. Content Structure
• Page Titles – Unique Title Tag for each page combination of
target keywords
• Page URLs – Try to use keyword with hyphens as separators
• Meta Description – Used in SERPs, try to include chosen keyword
Page
URL
Meta
Descrip9on
Page
Title

21. Content Structure

22. Essential Tools

23. Essential Tools
• Google Analytics
• Google Search Console (Webmaster Tools)
• Google Keyword Planner
• Modern CMS (like WordPress)
I’d highly recommend starting with these free tools.
Specialists will use a variety of tools, however the above are more
than enough to get you started.

24. Google Tools
Google Analytics
Google Search Console
Google Keyword Planner

25. WordPress SEO
By Yoast

26. h"ps://wordpress.org/plugins/wordpress-­‐seo/

29. Recommended Resources
• Beginners Guide to SEO
– https://moz.com/beginners-guide-to-seo
• SEO Meetup
– https://www.meetup.com/Melbourne-SEO/
• Search Engine Ranking Factors
– http://moz.com/search-ranking-factors
• Google Webmaster Resources
– http://www.google.com/webmasters/