SEO Training Perth
24 Years SEO Training Experience
Benefit from my 24 years experience of applying real-world SEO
Search Engine Optimization, WordPress & YouTube training courses in Perth
I have 24 years experience working with SEO and creating business websites for local businesses
My name is David Murray and I run SEO training courses in Perth, Western Australia.
I can show you how to take control of your own business web site and promote it within the Internet search engines such as Google using Search Engine Optimisation techniques that are approved of by Google.
Promoting your site the wrong way can get your website banned from Google.
Even BMW got banned for a while, in Germany of all places!
SEO Training Course
I deliver SEO Training courses, here in Perth, Western Australia. You do not need any technical or previous search engine optimization skills to benefit from these courses. I start from the beginning and incorporate the knowledge I have acquired during the last 22 years.
I started applying SEO to websites in 1996 and in fact delivered my first Search Engine Optimisation training seminar, two years before Google was even founded. Believe it or not, there were search engines before Google!
If you have your own website, then you will see how to optimize your website content to gain maximum visibility within the Google search engine results. While this training course focuses mainly on websites designed using WordPress, you will still gain valuable knowledge, that you can apply to your website, even if it’s not based on WordPress. Most of the concepts when applying SEO are actually very simple.
There are also many technical aspects involved, but the good news is that if you’re using WordPress, then applying these more technical features is often a simple matter of installing a WordPress plugin and configuring the plugin. As an example, Google recommends that you use something called GZIP and you might wonder what this is about. GZIP as I will explain is all about increasing the loading speed of your website which is an important SEO factor within Google. Within WordPress there are numerous plugins that will allow you to activate and configure GZIP.
This training course will help you to start thinking like a search engine. Imagine you were a search engine, then what would you reward and what would you penalise. Once you start thinking like this, you’re halfway there.
SEO Training Course Content
Set Realistic SEO Expectations
- Good SEO takes time
- Not everyone can be on the first page
- Do not over-optimize
- Do not be tempted to take shortcuts such as buying incoming links
- Be very careful about hiring an SEO company
- What Google says about hiring an SEO company
- Additional Google recommendations
Who can do SEO?
- What skills are required?
- How much work is involved?
- How long will it take to get results?
- Knowledge is Power
Why Use WordPress?
- Percentage of websites using WordPress
- WordPress and SEO
- Consider converting your website to WordPress before starting SEO
- Website to WordPress Conversion Service
- What is Search Engine Optimization?
- What is On-Site Search Engine Optimization?
- What is Off-Site Search Engine Optimization?
- Organic vs. Paid Search Engine results
- What about the constant changes Google makes to its algorithms?
- Decide what you want SEO to achieve and think local
- SEO and ROI
- Black hat vs. white hat SEO
- Robots, spiders, and crawlers
- What is a URL or domain name?
- What is an IP address?
- What is a web server?
- What is the Google Search Algorithm?
- Google Algorithm Updates – Google Panda
- Google Algorithm Updates – Google Penguin
- Google Algorithm Updates – Page Layout Algorithm Update
- Google Algorithm Updates – Google Hummingbird
- How do search engines work?
- Think like a search engine
- Search engines DO NOT rank WEBSITES, they rank WEB PAGES
- Over 200 factors affect your SEO
- Use your keywords on the website
- Use pictures, documents, and videos
- Use Social Media
- Keywords in the domain name
- Using keywords in file names
- Using keywords in folder names
- Using keywords in image file names
- Using keywords in your document file names
- NAP – Name, Address & Phone Number
Listen to Google about SEO
- Quality Content & Freshness
Content is king
- Google likes fresh content
- Frequently updated content means more interest from Google
- New content equals new keyword promotion opportunities
- Google Webmaster Guidelines
What are the Google SEO Webmaster Guidelines?
- Viewing the Guidelines
- The Guidelines
- General Guidelines
- Help Google find your pages
- Help Google understand your pages
- Help visitors use your pages
- Quality guidelines
- Basic principles
- Basic principles – avoid the following
- Follow good practices like these
- A warning from Google
Basic HTML Structure
- Understanding HTML
What is HTML?
- Browsers and HTML
- Viewing HTML code
- Head vs. Body sections
- The Head Section
- The ‘Body’ Section
- Title tag
- Description tag
- Setting the default search engine to Google within Chrome
- Setting the default opening page to Google within Firefox
- Setting the default search engine to Google within Firefox
- Setting the default opening page to Google within the Internet Explorer
- Setting the default opening page to Google within Microsoft Edge
- Setting the default search engine to Google within Microsoft Edge
- Evaluating Keyword Phrases
- Make a list of the keyword phrases that you think are important
- Use keyword phrases rather than a single word
- Use a localized phrase
- Ask employees and customers for key phrase ideas
- Use Google to search using your chosen keywords and check out the competition
- Use ‘Google Auto-suggest’ to display more popular keywords
- Related searches in Google
- Turn the cache off when repeating local searches
- Word Stemming
- Use Thesaurus.com for related keyword ideas or the Microsoft Word Thesaurus
- Using long tail search phrases
- Research Using Power Google Searching
Domain Names & SEO
- Think about domain names that describe your product or service & location
- How to see if a domain name is available
- What to do if your preferred domain name is taken
- Consider purchasing several domain name alternatives
- Using the ‘4 or 2’ trick within URLs
- Buy-up domain variations and international versions of the URL
- Consider other domain types
- Beware of purchasing an expired domain
- Purchasing an existing website
- Buying a premium website domain
- Finding recently expired domains that you might want to purchase
Text & SEO
- Focus on your products or services and your location, not the company name
- Use your keywords within the body text
- Use similar phrases rather than the same phrase multiple times
- Use single and plural versions
- Use different spelling versions
- Use abbreviations and full versions
- Customizing different pages for different keywords
- Location of keywords on a page
- Keyword Density
- Keyword Frequency
- Keyword Stuffing
- What is SEOquake?
- Installing either Firefox or Chrome
- Displaying the Firefox menu bar
- Installing SEOquake within Firefox
- Using SEOquake to analyse website page content
- Using SEOquake to audit your website pages
- Amount of text on a page
- Using tabs or accordions to ‘hide’ text
- People search using questions, not answers!
- Body text and keywords
- Bold text
- Using bulleted or numbered lists
- Used in a similar way to headings within Microsoft Word
- Headings and structure
- The H1 is very important for SEO
- Using H2 tags
- Use Headings for SEO not styling
- Use relevant keywords within your headings
- Only one H1 per web page
- No gaps in multiple heading hierarchy
HTML Titles, Descriptions & SEO
- What is the HTML title?
- Promote your product, service, and location, not the company name
- Matching HTML titles with content
- Use unique HTML titles for each page within your website
- The HTML title may be displayed within the search engine results
- What happens if you do not have a title or have a bad title?
- CTR (Click Through Rate) and SEO
- Titles and matching HTML headings
- Keyword positioning within your title
- Localization of your titles
- Google will only display around 64 characters but may index up to 250 characters
- Titles and branding
- Keyword proximity within the title
- The order of words within your key phrase are important
- Singular vs. plural versions of your keyword
- Use similar words within the title
- Stop words
- Using smaller words
- Using exact keyword matches
- Use natural capitalization
- Different title and description text
- Do not use a trademark name within your HTML Title or Description
The Meta Description
- Description Syntax
- Description and Click Through Rate (CTR)
- Google may ignore the Description
- Unique Descriptions on every page
- Description length
- The Description and page content
- The Meta keyword list
- What is SEO Yoast?
Linking & SEO
- Anchor text and keywords
- Exploiting keywords in anchor text links
- Do not use ‘Click Here’ as anchor text within a hyperlink
- Insert text links at the bottom of each page
- Insert text links within the main body of text on each page
- Matching anchor text to the target page content
- What is a 404 error?
- What Google says about broken links
- Checking your website for broken links – XENU
- WordPress Broken Link Checkers
- WordPress 404 error redirects
- An example of 404 redirecting using a WordPress plugin
- Google likes text-based hyperlinks
- Complex internal website linking
- Link all pages within your website back to your homepage
- Use both text and graphic links
- Insert links from each page to your important pages
- Beware of buying links
- Do not link to (or from) bad neighbourhoods – Avoid penalties
- Identifying bad sites – How old is the website?
- Identifying bad sites – How many pages are indexed by Google?
- Identifying bad sites – Other warning signs
- The Google Disavow tool
- How to disavow backlinks
- Link Juice and Page Authority
- Controlling individual links with the nofollow tag
- Nofollow WordPress Plugin
- Page Level Nofollow
- Many social media links may be nofollow links – but are still valuable
- Examining link types using SEOquake
- Configuring SEOquake to display nofollow links
- How to view incoming links
- Outgoing links from your website can help SEO
- Check all your outgoing links for links to bad neighbourhoods
Images and SEO
- Free Stock Image Websites
- Images and copyright
- Outsourcing design work
- Using image file names to boost SEO
- How to inspect your image file names
- Using image Alt tags
- Inserting image ALT tags within WordPress.
- How to inspect your image alt tags
- Alt tags and visual impairment
- Insert hidden metadata in all your pictures
- Optimize picture file size
- Optimize picture pixel size
- Image resolution
- Resizing all pictures to the actual display size will help with your loading speed
- Reduce the number of pictures by combining them
- Original pictures may help with SEO
- Installing the Gimp image editing program
- Resizing a picture using GIMP
- Compressing a picture using Gimp
- Using GIMP to change the image resolution
- Adding metadata using Gimp
- How to rename image files
Documents & SEO
- Website pages, embedded videos and documents can all show up in Google searches
- Types of downloadable documents
- Downloadable document file names
- Documents and keyword content
- Headings within documents
- Use all the usual SEO text formatting techniques within documents
- Document Metadata
- How to insert metadata into a Microsoft Word document
- Use SEO friendly anchor text within your website page to downloadable documents
- Linking from documents to your web pages
- Web page content and document content
- Use a special Google search to find documents that are indexed on your website
Video and SEO
- People like videos
- Some companies focus on video
- YouTube videos and embedded videos can show up in the search results
- Importance of a good thumbnail
- Using video sitemaps
- Video file names
- Optimize the YouTube Title, Description and Tags
- YouTube Title optimization
- Use the maximum YouTube description length
- Use the YouTube description to link back to your website
- Include spoken words in the videos, not just music
- Make sure the spoken words are SEO friendly
- Check the video transcript
- See what tags other YouTube videos are using.
- Turn off YouTube ‘Show Suggested’ Feature
- YouTube vs Vimeo
- Optimize Video Metadata
- Embedding a video can increase ‘Dwell Time’
- Embedding a series of videos can reduce the ‘bounce rate’
- Only one video per page for better SEO results
- Ensure that the page text content is relevant to the embedded video
- Embed the video above the fold
- Short or long videos?
Loading Speed & SEO
- Use a fast website hosting service
- Server Location
- Checking your Web page loading speed
- Optimizing images for faster loading
- Using Caching
- What is Gzip?
- What is Minifying?
- Use AMP for faster mobile loading
- What Google says about AMP
- Testing your AMP pages with Google
- PHP Versions and WordPress
Mobile Search & SEO
- Two separate Google directories
- What is AMP?
- Installing an AMP plugin within WordPress
- What is a responsive website?
- How to check that your website is mobile friendly
- Mobile loading speed
- SEO friendly folder names
- Google recommends hierarchically structured websites
- Canonicalization (setting preferred URL)
- What is an HTML sitemap?
- Dynamic HTML Sitemap – WordPress Plugins or page templates
- Installing an HTML sitemap plugin within WordPress
- What is an XML sitemap?
- Installing and verifying an XML sitemap within WordPress
- XML Sitemap and Google Search Console
- Google and language specification
- HTML Language Code
- More Information from Google
- WordPress and language specification
- Recommended in Google Webmaster Guidelines
- What is HTTPS and how does it work?
- Implementing website encryption
- Common issues when using HTTPS and TLS
- What is Bounce Rate?
- Reasons for a high bounce rate
- What is Dwell Time?
- What is On Page Time?
- What is Schema Mark-up?
- WordPress Schema Mark-up Plugins
- Displaying a picture in the search snippets
- Displaying image snippets using a WordPress Schema plugin
- Using the Data Highlighter within the Google Search Console
Technical SEO Stuff
- What is robots.txt used for?
- Googles advice about the Robot.txt file
- txt and web pages
- txt instructions may be ignored
- WordPress and the Robots.txt
- What is the .htaccess file?
- The .htaccess file and SEO
- Removing pages from your website
- Using the Google Search Console to remove pages from the Google index
- Why redirect?
- Use the .htaccess file to redirect from the non-secure version to the secure version
- Using the W3C Validator
- Why consider having more than one website?
- Specialize by geographical area
- Specialize by product or service type
- Specialize by offering a wholesale site and separate retail site
- Specialize by different versions for expert and non-expert visitors
- Dedicated and shared IP addresses
- Server uptime monitors
- Use a server based in your own country
- Checking to see if your website has been hacked
- Checking how many sites are shared on a web server
- Recommended hosting services
- Different browser issues
- Browsers version issues
- Screen resolution issues
- Mobile web issues
- What are WordPress Permalinks and how do you use them?
- What are breadcrumbs?
- Breadcrumbs and Google
- Breadcrumbs and snippets
- Breadcrumbs and WordPress
Website Redesign – Potential for an SEO Wipeout
- The age of a website page adds value
- Duplicate existing file names and structure
- Image file names and folder locations
- Setup 404 redirecting – just in case
- File name extensions
- Using a WordPress file name extensions plugin
Attracting Inbound Links & SEO
- Link quality and relevance
- Analysing your incoming links
- Quality content attracts links
- Link Baiting – Create quality content to attract links
- Link baiting – Top 10 Lists
- 101 Information Pages
- Use original content
- Ask for links
- Ask your customers to rate you on Google
- Analysing back links to competitor sites
- Take part in forum discussions
- Post comments to blogs or guest blogging
- Join local industry associations and groups
- Offer educational discounts
- Produce regular articles for other people’s newsletters
- Free e-books
- Downloadable tutorials, fact sheets or reports
- Do not use automated link building schemes
- Reciprocal link exchanges
- Take care when considering free link pages
- Directory Submission Sites
What are article submission sites?
- The dangers of overuse
- Examples of Article Submission websites
- PowerPoint Submission Sites – Yesterdays SEO
What are PowerPoint submission websites?
- Should you still use presentation sharing websites?
- Examples of presentation submission websites
- Search Engine Submission
Make sure you are listed in the major search engines
- International Search Engine Submission
- Australian Search Engine Submission
Blogs & SEO
- Fresh Content
- Do it right or do not bother
- Incorporate a blog into your website
- How to setup a blog within a WordPress website
Do not Annoy Google
- Ads – Use conservatively
- Anchor text – Use accurately and conservatively
- Broken links
- Buying links
- Comment spam (user generated spam)
- Duplicate content
- Excessive doorway pages
- Titles and descriptions – Make sure there are no duplicates
- Titles and descriptions – Make sure they relate to page content
- Titles and descriptions – Correct length
- Missing H1 Tags
- Multiple H1 tags – Only one per page
- Gaps in the heading hierarchy
- Hacked content
- Hidden content
- Keyword stuffing
- Link building – Google can detect unnatural link building efforts
- Links to bad websites
- Mobile – Not mobile optimized?
- Reciprocal links – Use conservatively
- Schema – Do not abuse it
- Scraped content
- Sitemaps – You need both XML and HTML Sitemaps
- Thin Content
- Unnatural Linking Activity
- What are Manual Actions?
- Manual Action Triggers
- How do you know you have a manual action against you?
- Reconsideration Requests
- Search using different international versions of Google
- Using a VPN
- International spelling and meanings
- Paper Size
- Establish jurisdiction for disputes
- International visitors: What about sales tax?
- Phone Numbers
- Out of hours messaging services
- Accept different currencies
- Consider different websites for different regions or countries
- Is it winter or summer?
- The weekend is not always Saturday and Sunday
- Different countries have different religious based holidays
- Displaying a clock showing the time in your location
- Take account of local sensibilities, especially pictures
Latest SEO Information
- Search Engine Watch
- Search Engine Land
- Search Engine Journal
- SE Round Table