SEO Basics an Overview for 2015

How does SEO fit in with Digital Marketing? How does One increase their rank?

Originally Presented at Calvin College.

Transcript

1. @namtrok paul@connexsocial.com WHAT IS SEO? And why should you care? Download slides from: http://connexsocial.com/seo-overview/
2. @namtrok paul@connexsocial.com DIGITAL MARKETING NERDS
3. @namtrok paul@connexsocial.com WHERE ARE WE GOING? • What is SEO/Digital Marketing? • History of Search • SEO Ranking Factors • SEO Strategy • Context
4. @namtrok paul@connexsocial.com WHAT IS DIGITAL MARKETING? • Search Engine Optimization (SEO) • Online Ads (PPC/CPM) • Email Marketing • Social Media Marketing • Conversion Optimization • Data Analysis
5. @namtrok paul@connexsocial.com WHAT IS SEO? •Search Engine Optimization or SEO •The efforts revolving around trying to get a site/page to show up (rank) or increase rank within a Search Engine Results Page (SERP)
6. @namtrok paul@connexsocial.com WHAT IS SEO? From Here To Here
7. @namtrok paul@connexsocial.com SERP 1 2 3 4 Shopping Images
8. @namtrok paul@connexsocial.com SEO VS PPC SEO PPC
9. @namtrok paul@connexsocial.com SERP A BIT DEEPER Search phrase in the title of the page SEO
10. @namtrok paul@connexsocial.com RESULT ELEMENTS Title URL Description
11. @namtrok paul@connexsocial.com WHERE ARE WE GOING? • What is SEO/Digital Marketing? • History of Search • SEO Ranking Factors • SEO Strategy • Context
12. @namtrok paul@connexsocial.com HISTORY OF SEARCH • Lycos, Dogpile, Excite • Altavista circa 1995 • Google circa 1998/2000 The authority algorithm
13. @namtrok paul@connexsocial.com HOW SEARCH USED TO WORK • Submit a website • Crawl the site • Index based on content/ keywords
14. @namtrok paul@connexsocial.com HOW SEARCH WORKS TODAY • Submit a website • While crawling, spider finds a link to your site. • Crawl the site • Index based on content/ authority • Rank based on authority
15. @namtrok paul@connexsocial.com THE AUTHORITY ALGO • Sources/References • Who is most referenced?
16. @namtrok paul@connexsocial.com WHICH DO YOU USE?
17. @namtrok paul@connexsocial.com WHY IS GOOGLE THE BEST?
18. @namtrok paul@connexsocial.com GOOGLE IS THE BEST •Authority Algorithm •Largest Index •Search Habits
19. @namtrok paul@connexsocial.com WHERE ARE WE GOING? • What is SEO/Digital Marketing? • History of Search • SEO Ranking Factors • SEO Strategy • Context
20. @namtrok paul@connexsocial.com SEO RANKING FACTORS 45% 10% 45% Content Code Links/Social
21. @namtrok paul@connexsocial.com CODE 45% 10% 45% Content Code Links/Social
22. @namtrok paul@connexsocial.com CODE •No Tables •Fast •Semantic Code •Hierarchy
23. @namtrok paul@connexsocial.com SPECIFIC CODE •Meta Keywords •Title •Meta Description
24. @namtrok paul@connexsocial.com THE KING OF ON-PAGE SEO •<Title> •URL •<h1>
25. @namtrok paul@connexsocial.com CONTENT 45% 10% 45% Content Code Links/Social
26. @namtrok paul@connexsocial.com KEYWORDS •User terms vs marketing terms •Often Questions •Title a page and write to it •EX: Keyword “Adopt a Pet” •Where can I Adopt a Pet?
27. @namtrok paul@connexsocial.com DON’T FOR GET THE KING •<Title> •URL •<h1>
28. @namtrok paul@connexsocial.com 6 OTHER IMPORTANT LOCATIONS • <h2>,<h3>, <h4>, <h5>, <h6> • <img src=”keyword” /> • <img alt=”keyword” /> • <li>keyword</li> • <b>, <strong>, <i>, <em> • <p>keyword</p>
29. @namtrok paul@connexsocial.com LINKS/SOCIAL 45% 10% 45% Content Code Links/Social
30. @namtrok paul@connexsocial.com BACK TO AUTHORITY •Popular or Authoritative sites are worth more •Very difficult: •Easy or paid link strategies get found out & penalized
31. @namtrok paul@connexsocial.com NEGATIVE SEO •Buy Spammy Links to Competitor •Remember: Easy or paid link strategies get found out & penalized Their Bad Bad Bad Bad Bad Bad Bad Bad Bad Bad Bad
32. @namtrok paul@connexsocial.com SOCIAL IS THE NEW PLAYER •Shares •Likes •Comments •Followers •RTs/Mentions •Links
33. @namtrok paul@connexsocial.com AUTHORITY STILL MATTERS A link, mention, or a follow from an influencer will do more than a link, mention, or a follow from your Mom.
34. @namtrok paul@connexsocial.com SEO RANKING FACTORS 45% 10% 45% Content Code Links/Social
35. @namtrok paul@connexsocial.com WHAT ABOUT MOBILE? •Speed •Location •Responsiveness
36. @namtrok paul@connexsocial.com WHERE ARE WE GOING? • What is SEO/Digital Marketing? • History of Search • SEO Ranking Factors • SEO Strategy • Context
37. @namtrok paul@connexsocial.com SIMPLEST SEO STRATEGY •Ensure site/code are crawl-able •Create remarkable content •Acquire links •Measure and repeat
38. @namtrok paul@connexsocial.com WHERE ARE WE GOING? • What is SEO/Digital Marketing? • History of Search • SEO Ranking Factors • SEO Strategy • Context
39. @namtrok paul@connexsocial.com REMEMBER, SEO HAS A PLACE SEO Social Links Email WOM Offline Ads
40. @namtrok paul@connexsocial.com MEASURING SUCCESS • KPI = Key Performance Indicator • Cannot Track Rank • Cannot Track Keyword traffic • Track traffic from Organic • Track landing pages from Organic • Tools: Google Analytics & Google Webmaster Tools
41. @namtrok paul@connexsocial.com DIGITAL NOMADS http://nomadtogether.com
42. @namtrok paul@connexsocial.com QUESTIONS? We’re Hiring! Download slides from: http://connexsocial.com/seo-overview/
43. @namtrok paul@connexsocial.com