A lunch and learn session about SEO in conjunction with The Left Bank @ WeWork Melbourne. Covering the basics of how Google works and basic SEO tips.

8. Source: http://www.internetlivestats.com/google-search-statistics/

9. Source: http://www.internetlivestats.com/google-search-statistics/

10. Source: http://www.internetlivestats.com/google-search-statistics/

11. Source: https://blog.google/products/search/our-latest-quality-improvements-search/

17. https://moz.com/google-algorithm-change

18. https://moz.com/google-algorithm-change

20. https://backlinko.com/google-ranking-factors

21. https://www.semrush.com/ranking-factors/

22. https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html

23. https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html

24. https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html

25. https://www.cnbc.com/2018/09/17/google-tests-changes-to-its-search-algorithm-how-search-works.html

27. https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf

31. https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf

32. https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf

33. https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf

34. https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf

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45. https://keywordseverywhere.com/

46. https://keywordseverywhere.com/

47. https://keywordseverywhere.com/

48. https://keywordseverywhere.com/

49. https://backlinko.com/keyword-research
Gather all your findings and data in an Excel sheet.
• Use avg monthly search volume as barometer
• Be realistic, be relevant, be specific
• Don’t discount low search volume keywords
• Pick keywords for every “transactional” page on your
website

50. Listen and talk to your customers, ask them to describe

52. Page Keyword Map Title Tag Meta Description H1 Heading
/jeans jeans (9,900)
/jeans/skinny skinny jeans (1,600)
/jeans/bootcut bootcut jeans (1,300)
/jeans/coloured coloured jeans (210)
/jeans/ripped-distressed ripped jeans (6,600)
distressed jeans (1,000)
/hats hats (14,800)
/hats/beanies beanies (9,900)
/hats/fedoras fedoras (12,100)
/hats/snapback snapback hats (1,300)

53. It is the first interaction a user has with your website in the
SERPs.
An opportunity to elevator pitch and encourage them to click-
through
• Target keyword in the title tag
• Title tag limit: 70 characters
• Meta description limit: 155 characters
• Include unique selling propositions
• Have strong call-to-actions
• Communicate intent

54. https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

56. Source: Backlinko

58. Make sure that every page on your website is the best landing
page on the planet.
Demonstrate strong E-A-T
• Unique write up of product / service
• Detailed description of what to expect
• Include testimonials or reviews
• Good quality images and videos
• Answer most commonly asked questions
DO NOT deliberately increase content length

59. Answerthepublic.com

60. SEMrush.com

61. SEMrush.com

62. https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
Real businesses and websites take customer service and users
seriously. Do NOT ignore these pages:
• About Us
• Contact Us
• Terms & Conditions
• Privacy Policy
• Refund Policy
• Trust & Security Signals
• Include any awards or association badges

64. https://docs.google.com/spreadsheet/ccc?key=0AlgVNSddFpwxdEJrZmpQaFpQZFVTUHVLZ0psWjVNeUE#gid=22
Conduct a technical audit of your website to ensure Google
can crawl, index and rank pages.

65. https://search.google.com/search-console
Google Search Console (GSC) helps you understand how your
website is performing – data, hints & tools

66. https://backlinko.com/google-search-console

67. https://webmasters.googleblog.com/2014/08/https-as-ranking-signal.html
• HTTPS is a ranking signal for Google
• Improved security
• Users need to feel safe
• Not having it will be labelled as “NOT SECURE”
• Discuss with your web developer to implement

69. Links/mentions from one site to another are a vote of
confidence and trust. It’s like an endorsement.
Links also pass PageRank or “authority” to the destination
page/website. Pages with more links are said to be more
“authoritative”
3 links from other websites
5 links from other websites
= more authority

70. https://static.googleusercontent.com/media/www.google.com/en//insidesearch/howsearchworks/assets/searchqualityevaluatorguidelines.pdf
External mentions and reviews of the business and website
needs to be positive.
Mentions and links from high authority website such as
Wikipedia and News outlets carry a lot of weight.

71. Look after your users and your employees, they will look after
you.
If you provide a good service and generally an all-round good
business, positive reviews will start happening.
Give your users and subscribers a gentle nudge every now and
then to leave a review.

74. @jasonmun
http://au.linkedin.com/in/jason-mun-8698a13
Overdose Digital // Digital Commerce Agency