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Search Engine Optimization (SEO)
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Katherine Watier Ong
August 25, 2022
Marketing & SEO
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Search Engine Optimization (SEO)
Katherine Watier Ong
August 25, 2022
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Transcript
MPPR-881-02: DIGITAL MARKETING September 29 2015 Katherine Watier Ong CEO,
Taproot Digital LLC @kwatier 1 Search Engine Optimization (SEO)
KEY TAKEAWAYS FOR SEO SUCCESS 1. • • • 2.
3. 2
3
The Major US Search Players 4 can be either Google
OR Bing
5
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
WHY SEO and PPC need to be integrated • •
• • 7
8 Why Integrated Digital Marketing?
9 Keyword Phrases LET’S COVER THE BASICS
THE GOOGLE ALGORITHM • • • • 10
Google Overview 11
CREATING A SEO PLAN 12
FOUR MAJOR ASPECTS OF SEO 13 1. Technical SEO 2.
Quality Content 3. Link Building 4. User Factors
14
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
TECHNICAL SEO CASE STUDY 16 Before After
WHAT THIS MEANS FOR YOU • • • ◦ 17
18
19
GOOGLE & BING RULE: KEYWORDS 20
GOOGLE’S RULES: CONTENT QUALITY QUESTIONS • • • • •
• • 21
Who are you trying to Appeal to? 22 Source: http://www.iprospect.com/en/ca/blog/searcher-personas-card-framework/
KEYWORD RESEARCH PROCESS 1. 2. 3. 4. 5. 6. 7.
8. 9. 10.
USING FINAL KEYWORDS FOR WRITING 1. 2. 3. … 4.
5.
GOOGLE BEST PRACTICE: ONLINE READING 25
WHAT THIS MEANS TO YOU… • • • • 26
27
28
GOOGLE & BING RULES: ONLINE PROMOTION 29
LINK BUILDING AND MAINTENANCE • • • • • •
30
WHAT THIS MEANS TO YOU • • • • 31
32
Google Hummingbird 33
GOOGLE HUMMINGBIRD • • • • • • 34
Google’s UX Algorithms 35
Mobile algorithm update 36 Study by Moovweb
WHAT THIS MEANS TO YOU • • • • 37
38
PERSONALIZED TO YOU • • • • • • 39
THE MOST IMPORTANT TRANSITION 40 From keyword based results →
Entities and connections based results Cartoon on left by Peter Steiner © 2012
GOOGLE – POWERED BY YOUR GOOGLE DATA
PERSONALIZED SEARCH 42
PERSONALIZED SEARCH 43
REMOVING SEARCH PERSONALIZATION …
GOOGLE’S FUTURE: 45 …
USING GOOGLE WITHOUT SEARCHING 46 http://backslidden.net/wp-content/uploads/2011/06/Dyson86237596.jpg Google asks: “What did
you want to know recently?”
WHAT THIS MEANS TO YOU • • • 47
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
49
TARGET YOUR CUSTOMER 1. 2. 3. 4. 5. 50
STEP 1: CREATE PERSONAS • • • • • •
• • • 51
STEP 2: TARGET CONTENT TO YOUR AUDIENCE • • •
• • • 52
STEP 3: BUILD SOCIAL RELATIONSHIPS • • • • 53
STEP 4: KNOW THE SIGNALS & USE THEM • •
• 54
STEP 5: MEASURE TO SEE IF IT’S WORKING 1. 2.
3. 4. 5. 55
56
If you want to be an SEO/Content Marketer... • •
◦ • ◦ • ◦ • ◦ ◦ • ◦ • 57
Digital Marketing Salaries & Tactics 58
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
PARTING THOUGHTS…. • • • • • • • •
•
ADDITIONAL LEARNING RESOURCES 61
62
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
Mobile App Optimization • • • 64
KATHERINE WATIER ONG 65 Stay in touch!