Introduction to Digital Marketing &

SEO

ContentThe purpose of the slide show is to introduce basic Search Engine Optimization principles as applied to small & local businesses. We will briefly define digital marketing, then go into the history, trends and current state of SEO. Participants will walk away with practical steps to take in order to improve their small business’ SEO position, and will have a basic understanding of how Search Engines work.

▪ What is Digital Marketing?▪ What is SEO?▪ How do search engines operate?▪ Experiment #1: Scavenger Hunt using Advanced Search Techniques▪ How do human beings use Search?▪ Small Business & Search▪ What do a Panda, a Penguin, a Hummingbird, & a Pigeon have in common?▪ 5 Steps to Local Search Optimization

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What is Digital Marketing?

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Who started Digital Marketing?4

Gugliemo Marconi

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Online Marketing▪ Search Engine Optimization

(SEO)▪ Search Engine Marketing

(SEM)▪ Content Marketing▪ Social Media Marketing

(SMM)▪ Pay-per-click advertising

(PPC)▪ Affiliate Marketing▪ Email Marketing

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▪ Enhanced Offline Marketing▪ Radio Marketing▪ TV Marketing▪ Telephone Marketing

Offline Marketing

“The three essential elements of an effective

SEO are EFFECTIVE COMMUNICATION, USEFUL INFORMATION, and HIGH

QUALITY BACKLINKS.

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SEO REFUGE

“

Let’s Talk SEO

197.9 BillionSearches Performed World Wide/Month

7,500Searches Performed Every Second

6.6 BillionSearches Performed Every Day

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Crazy!

Operations of Search Engines

Search Engine Algorithms perform 2 main functions:

Sort Search Results Based On:▪Relevancy

Rank Results Based On:▪Popularity

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How Does That Work?

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CrawlingThe systematic crawling of web pages through interconnected

links looking for new & updated content.

IndexingInformation is indexed from a webpage in order to

be used in search results for future queries.

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SearchableThe ability for users to search a database using search queries.

Scavenger Hunt using Advanced Search Techniques

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Notice the different results pulled for each search query.

Note what theme of search results & changes.

▪ Iphone▪ Intitle:Apple

Iphone▪ Iphone 7▪ Intitle:[iphone 7]▪ Intitle: "iphone 7"▪ Intitle:“iphone”

OR “Galaxy 7”▪ Intitle:iphone OR

Galaxy 7▪ Intitle:iphone AND

Galaxy 7

▪ Intext: Don’t do that with your iPhone

▪ Iphone 7 site:Cnet.com

▪ Yellowstone▪ Yellowstone.org▪ "Yellowstone" insite:.gov

▪ inurl:Growing Tomatoes ▪ intext:Growing Tomatoes▪ intitle:Growing Tomatoes

▪ Growing Tomatoes filetype:pdf

▪ Growing Tomatoes filetype:doc

▪ Growing Tomatoes filetype:ppt

▪ Growing Tomatoes filetype:mp4

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Take 10 Minutes19

How Does That Work?

General User Engagement

Best Answer

Types of Search Queries

NavigationalWhat’s that website… I can’t

remember if it’s a .com or .org? I’ll just Google it!

TransactionalGoal is to achieve some type

of transaction

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InformationalVery broad queries with the goal of analyzing different

types of information.

Search & Small Business

Google’s 2014 Local Survey Results

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ActivityCheck your business’s local profile.

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Basics:● Google My Business● Social Media● Site Speed (Google

Pagespeed Insight)

Note opportunities & Threats:Advanced:● Where are my online

communities?● Who are my

influencers?● Who are my

competitors?

Take 10!

What does a...

Hummingbird

Pigeon

Penguin

Panda

Have in Common?

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What is Panda?

Panda focuses on On-page Optimization

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What is Penguin?

Penguin focuses on quality backlinks

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What is Hummingbird?

Hummingbird focuses on mobile friendliness & search context

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What is Pigeon?

Pigeon focuses on local

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5 Steps to Local Search Optimization38

An email is being sent out with 5 steps to optimize your local business.

Extra Credit Experiment

The best way to get an understanding for search engines and on-page optimization is to perform experiments. Do research, test a hypothesis, and form an informed opinion. Search experiments are great because they are inexpensive to run.1. Register a new website with a nonsense keyword 2. Create multiple pages on that website, all targeting similarly to the

keyword in the domain.3. Make the pages as close to identical as possible, then alter one

variable at a time, experimenting with placement of text, formatting, use of keywords, lnk structures, etc.

4. Point links at the domain from indexed, well-crawled pages on other domains

5. Record the ranking of the pages in search6. Record effective results, note patterns & test other theories

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ANY QUESTIONS?You can find me on Twitter @marketingchimp1

Thanks!