Fundamentals of SEO – Webinar

Seo FundamentalsRecently the Printing Industries Association of Australia in conjunction with the Graphic Arts Association of Australia asked for us to hold a webinar for their members on SEO.

The aim of the webinar was to give a general overview of what seo is, what are some of the key elements involved in an effective online solution and greater considerations for further discussion.

Topics covered included discussions on strategy, keyphrase selection and having realistic expectations, touched on some technical aspects, the importance of content and social aspects and gave a few take-away actionable items and includes some general do’s and don’ts.

I tried to focus on providing this community with some real world results and examples and attempted to answer some questions from the floor.

This is the first webinar in a series catered towards the fundamentals of SEO and those new to all things online marketing. I am looking forward to developing further sessions looking into topics covered in this session, and a whole range of others also. These sessions will be held once a month and will be featured on our site as they roll out. Please feel free to contact us if you would like us to cover any particular topics in SEO 102 and beyond.

You can see the slides via slideshare by clicking on the following link. Fundamentals of SEO slides

Questions from the Webinar

Alan Patrick – Patricks Marketing

Q: Do you have the personnel to assist small business continuously perform the tasks you mention OR do you need to hire a person to do lots of these tasks? Small business operators work on and in their business and usually do not have the tech knowledge etc.

A: We implement all tech fixes if the client cannot, and we engage in a many activities possible each month of the campaign. These activities will vary depending on each client, the goals and the budget. If you have someone in-house to be able to develop online engagement, including social media and communicate opportunities, this is always of benefit for online marketing.


Peter Taylor – Taylor Print

Q: should the logo of the website be wrapped in a h1 tag if it is an image? as long as the img has an alt description, will this be used as content for the h1? and if so, should separate page titles be h1 or h2?

A: As a general rule of thumb, including a logo within a H1 or H2 tag is not ideal.  Alt text on an image will hold lesser value to search engines in regards to ranking for a particular key phrase over a Heading tag. Pages on your website will benefit more from clear focused H1 and H2 headings describing what product or service you are offering.


Kevin Rack –

Q: Is SEO relevant if social signals and paid search are taking up more space on organic search page?

A: SEO is always relevant as it is about generating long term authority. Social signals are a significant both for adding authority to your brand and from the perspective of engagement. These results can have a positive effect on driving traffic to your site. Paid ads (Google Adwords and similar) do impact on true organic results and on user behaviour to some degree. You need to approach just what sort of impact these have and whether or not you need to engage in this paid space on a case by case basis.

Q: Can you have authorship for a brand?

A: Yes, however, a brand needs to be attached to an individual via Google+ See our brand profile here as an example. Based on how you write on your site and the constraints of the CMS, you can attached this author to your posts.

Joe Kowaleski – Printing Industries

Q: Is there a way to combat a competitor who may have embedded all their competitor’s URLs into their own homepage metadata in order to hijack a legitimate search?

A: Entering data into fields such as ‘meta keywords’ carries little to no value in the eyes of search engines. What in fact people that are stuffing their pages full of key phrases are doing is bloating their code, sending negative signals to search engines. Little benefit will be achieved unless a competitor has created a specific page to target you brand/product. The solution regardless of this is to focus on building your sites authority to out rank them.


Deborah Ferreira – Pegasus Print Group

Q: How do I know what my highest ranking page is?

A: You can use tools such as Google Analytics to see this data. All you need to do is to create an account, install one line of code and verify your site – very straight forward. Once you have done this you have a whole range of information at your fingertips.

Q: How do you do a Metatag in Dreamweaver?

A: Pretty simple – see the following link for more information, but essentially if you follow the following selection, this should help you.

Select Insert > HTML > Head Tags > Meta

“Dreamweaver / Working with head content for pages”


Useful links

Search Engine result preview tool   – Use this to play look at different solutions for your Page titles, Descriptions and it will show you a preview of the search result.

If you use Google Webmaster Tools and are a little more familiar in dealing with this data you can use our Keyword potential calculator to determine the potential of keywords and the impact good rankings can have on your business.

The tool is via the following link – – an introduction of how this tool works can be found via this article on the Dejan SEO site –



Simon has been working in web development, design and marketing over the past 20 years. With Simon's real world business experiences, implementing effective SEO strategies have produced great ROI for the business he has worked with.

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