Search Engine Optimization (SEO)

Transcript

1. MPPR-881-02: DIGITAL MARKETING September 29 2015 Katherine Watier Ong CEO, Taproot Digital LLC @kwatier 1 Search Engine Optimization (SEO)
2. KEY TAKEAWAYS FOR SEO SUCCESS 1. • • • 2. 3. 2
4. The Major US Search Players 4 can be either Google OR Bing
6. SEARCH: ORGANIC VS. PAID RESULTS 6 ▪ Separate teams at Google/Bing ▪ Paid does not impact organic listings ▪ Organic search viewed 100% of the time for 10-15 sec ▪ Only 28% see paid search ads, spend 1 sec viewing ads, . 5-2% CTR on any one paid ad Organic results Paid results
7. WHY SEO and PPC need to be integrated • • • • 7
8. 8 Why Integrated Digital Marketing?
9. 9 Keyword Phrases LET’S COVER THE BASICS
10. THE GOOGLE ALGORITHM • • • • 10
11. Google Overview 11
12. CREATING A SEO PLAN 12
13. FOUR MAJOR ASPECTS OF SEO 13 1. Technical SEO 2. Quality Content 3. Link Building 4. User Factors
15. TECHNICAL SEO REQUIREMENTS • This is just an example, a full list of SEO requirements here: http://www. seerinteractive. com/blog/craziest -internet- marketing-audit- checklist-on-the- interwebz
16. TECHNICAL SEO CASE STUDY 16 Before After
17. WHAT THIS MEANS FOR YOU • • • ◦ 17
20. GOOGLE & BING RULE: KEYWORDS 20
21. GOOGLE’S RULES: CONTENT QUALITY QUESTIONS • • • • • • • 21
22. Who are you trying to Appeal to? 22 Source: http://www.iprospect.com/en/ca/blog/searcher-personas-card-framework/
23. KEYWORD RESEARCH PROCESS 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
24. USING FINAL KEYWORDS FOR WRITING 1. 2. 3. … 4. 5.
25. GOOGLE BEST PRACTICE: ONLINE READING 25
26. WHAT THIS MEANS TO YOU… • • • • 26
29. GOOGLE & BING RULES: ONLINE PROMOTION 29
30. LINK BUILDING AND MAINTENANCE • • • • • • 30
31. WHAT THIS MEANS TO YOU • • • • 31
33. Google Hummingbird 33
34. GOOGLE HUMMINGBIRD • • • • • • 34
35. Google’s UX Algorithms 35
36. Mobile algorithm update 36 Study by Moovweb
37. WHAT THIS MEANS TO YOU • • • • 37
39. PERSONALIZED TO YOU • • • • • • 39
40. THE MOST IMPORTANT TRANSITION 40 From keyword based results → Entities and connections based results Cartoon on left by Peter Steiner © 2012
41. GOOGLE – POWERED BY YOUR GOOGLE DATA
42. PERSONALIZED SEARCH 42
43. PERSONALIZED SEARCH 43
44. REMOVING SEARCH PERSONALIZATION …
45. GOOGLE’S FUTURE: 45 …
46. USING GOOGLE WITHOUT SEARCHING 46 http://backslidden.net/wp-content/uploads/2011/06/Dyson86237596.jpg Google asks: “What did you want to know recently?”
47. WHAT THIS MEANS TO YOU • • • 47
48. HOW DO YOU MEASURE SEO? 48 Additional reading: • https://www.distilled. net/resources/statistical-forecasting-for- seo-analytics-and-a-free-tool/ • http://www.techwyse.com/blog/content- marketing/kpis-for-measuring-content- marketing-roi/ • http://www.lunametrics. com/blog/2013/07/22/seo- measurement-mistakes/ • https://moz.com/blog/proving-seo-value- in-google-analytics
50. TARGET YOUR CUSTOMER 1. 2. 3. 4. 5. 50
51. STEP 1: CREATE PERSONAS • • • • • • • • • 51
52. STEP 2: TARGET CONTENT TO YOUR AUDIENCE • • • • • • 52
53. STEP 3: BUILD SOCIAL RELATIONSHIPS • • • • 53
54. STEP 4: KNOW THE SIGNALS & USE THEM • • • 54
55. STEP 5: MEASURE TO SEE IF IT’S WORKING 1. 2. 3. 4. 5. 55
57. If you want to be an SEO/Content Marketer... • • ◦ • ◦ • ◦ • ◦ ◦ • ◦ • 57
58. Digital Marketing Salaries & Tactics 58
59. Top SEO Tools & Resources 59 SEO Resources: • Inbound.org • Search Engine Land • Google Webmaster Central blog and Hangouts. • Neil Patel • Mike King (iPullRank) • Distilled • Moz blog
60. PARTING THOUGHTS…. • • • • • • • • •
61. ADDITIONAL LEARNING RESOURCES 61
63. Good SEO vs. Bad SEO 63 Good: REI.com outranks Wikipedia Amazon.com http://marketingland.com/10-big-brands-that-were- penalized-by-google-69646
64. Mobile App Optimization • • • 64
65. KATHERINE WATIER ONG 65 Stay in touch!