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01 SEO Overview

The document provides an overview of search engine optimization (SEO), including defining SEO, the technical, content and links components involved, strategies versus tactics, and a learning framework for SEO.

Uploaded by

Darko Stratijev
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
18 views21 pages

01 SEO Overview

The document provides an overview of search engine optimization (SEO), including defining SEO, the technical, content and links components involved, strategies versus tactics, and a learning framework for SEO.

Uploaded by

Darko Stratijev
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Search Engine

Optimisation
Overview
Trainer:
Mark Williams-Cook
Candour

withcandour.co.uk
What is Search Engine Optimisation?

Search Engine Optimisation overview withcandour.co.uk


What is Search Engine Optimisation?

“The process of maximising visitors to a particular


property by ensuring that it appears high on the
list of results returned by the search engine”

Search Engine Optimisation overview withcandour.co.uk


What is involved in SEO?

Search Engine Optimisation overview withcandour.co.uk


What is involved in SEO?

1. Technical

2. Content

3. Links

Search Engine Optimisation overview withcandour.co.uk


What is involved in SEO?

1. Technical (e.g. developer)

2. Content

3. Links

Search Engine Optimisation overview withcandour.co.uk


What is involved in SEO?

1. Technical (e.g. developer)

2. Content (e.g. copywriter)

3. Links

Search Engine Optimisation overview withcandour.co.uk


What is involved in SEO?

1. Technical (e.g. developer)

2. Content (e.g. copywriter)

3. Links (e.g. digital PR)

Search Engine Optimisation overview withcandour.co.uk


What is involved in SEO?

4. User experience

5. Website performance

6. Security

Search Engine Optimisation overview withcandour.co.uk


Don’t worry!

1. The “what”

2. The “why”

3. The “how”

Search Engine Optimisation overview withcandour.co.uk


Don’t worry!

1. The “what” = “We need schema on our site”

2. The “why”

3. The “how”

Search Engine Optimisation overview withcandour.co.uk


Don’t worry!

1. The “what” = “We need schema on our site”

2. The “why” = “It gives us featured listings”

3. The “how”

Search Engine Optimisation overview withcandour.co.uk


Don’t worry!

1. The “what” = “We need schema on our site”

2. The “why” = “It gives us featured listings”

3. The “how” = That’s the developer’s job!

Search Engine Optimisation overview withcandour.co.uk


Strategies vs tactics

Search Engine Optimisation overview withcandour.co.uk


Strategies vs tactics
SEO strategy:
“We are going to improve our ranking by getting
links from authoritative websites”

Search Engine Optimisation overview withcandour.co.uk


Strategies vs tactics
SEO strategy:
“We are going to improve our ranking by getting
links from authoritative websites”

SEO tactics:
“We’re going to make compelling narratives and
visuals from our own data and directly send to
them journalists”

Search Engine Optimisation overview withcandour.co.uk


Strategies vs tactics
SEO strategy:
“We are going to improve our ranking by getting
links from authoritative websites”

SEO tactics:
“We’re going to identify a need for our sector and
build a free tool they will find useful”.

Search Engine Optimisation overview withcandour.co.uk


SEO learning framework

Search Engine Optimisation overview withcandour.co.uk


SEO learning framework

1. The “how” = Make a tool (tactic)

Search Engine Optimisation overview withcandour.co.uk


SEO learning framework

1. The “how” = Make a tool (tactic)

2. The “what” = Link building (strategy)

Search Engine Optimisation overview withcandour.co.uk


SEO learning framework

1. The “how” = Make a tool (tactic)

2. The “what” = Link building (strategy)

3. The “why” = Understanding of SEO!

Search Engine Optimisation overview withcandour.co.uk

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