Introduction to SEO: New Media Marketing
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Transcript of Introduction to SEO: New Media Marketing
1.17.2014
SEER Interactive SEO: A BRIEF OVERVIEW
Emma Still • SEO Associate - SEER • @mmstll • linkedin.com/in/emmastill/
• Agency: Analytics, PPC, & SEO
• 2 Offices in Northern Liberties
• Expansion to San Diego, CA
• ~65 Full Time Employees
• Philly 100 & Philly Best Places to Work
• @SEERInteractive
Learning SEO THE BUSINESS OF SEARCH
5
What is SEO?
SEO
is about getting found.
© 2014 SEER Interactive | All Rights Reserved
Where we want to be
© 2014 SEER Interactive | All Rights Reserved
How do search engines determine rankings?
Using a computer-based algorithm, Google calculates a website’s relevancy, quality & authority when determining
where to rank a website for a given query. This algorithm can be updated up to 500 times per year.
© 2014 SEER Interactive | All Rights Reserved
How do search engines determine rankings?
Remember: There is no person actually reviewing your site to determine where it should be ranked.
Google’s Goal • RELEVANCY
Google’s Goal • RELEVANCY • QUALITY
Google’s Goal • RELEVANCY • QUALITY • AUTHORITY
13
What is SEO?
14
What is SEO? An SEO’s job is to understand what Google deems relevant, quality and authoritative to make good choices that will increase rankings in the search engines.
15
“So how do you get a website to rank?”
2 Primary Elements • On-Page factors • Off-Page factors
On-Page SEO
On-Page SEO THE FACTORS THAT HELP GOOGLE FIND YOUR WEBSITE
On Page SEO Factors • Keywords
(RELEVANCY) – Identify what
people are likely to search for when looking for your website
– Keyword research
© 2014 SEER Interactive | All Rights Reserved
Keywords Example:
Write down what you would type in to Google to find the items above.
© 2014 SEER Interactive | All Rights Reserved
Keywords Example:
Mid ring Midi ring Knuckle ring Mid knuckle ring Half finger rings
Champagne glass Champagne flute Wine glass Sparkling wine glasses Toasting flutes Champagne stemware Glass champagne flutes
On Page SEO Factors • Architecture
(QUALITY) – How your website
is built
– Page load time – Internal structure – Correct URLs/Links
On Page SEO Factors • Page Content
(RELEVANCY & QUALITY) – Copy – Page titles &
headers – URL names – Internal links
24
If there is one thing to remember about On-Page SEO …and this presentation:
© 2014 SEER Interactive | All Rights Reserved
DON’T MAKE CRAPPY CONTENT
Content is King • Google rewards
websites whose content is – Quality – Unique – Relevant – Informative – Adds value
© 2014 SEER Interactive | All Rights Reserved
Don’t do this
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…or this
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Do more like this
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…and this
Off-Page SEO
Off-Page SEO BEST KNOWN AS LINK BUILDING
33
What is link building?
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What is link building?
Link building is the process of getting other websites to link to your website.
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Why is link building important?
36
Link building = Authority
37
Authority = Trust
38
Trust = Rankings
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Rankings = ?
© 2014 SEER Interactive | All Rights Reserved
Off-Page SEO: Link Building
When another website links to your website, Google sees this as a vote of confidence for your website.
© 2014 SEER Interactive | All Rights Reserved
Off-Page SEO: Link Building
Not all links are created equal.
© 2014 SEER Interactive | All Rights Reserved
Off-Page SEO: Link Building
Google will trust your site more if other trustworthy (authoritative) sites are linking to you.
© 2014 SEER Interactive | All Rights Reserved
Off-Page SEO: Link Building
> Quality of Links > Quantity of Links
44
So how do you build links?
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How do you build links?
By building relationships
© 2014 SEER Interactive | All Rights Reserved
How do you build links?
By treating a website like a potential business partner
© 2014 SEER Interactive | All Rights Reserved
How do you build links?
By creating quality content
#RCS (real company stuff)
• Example: http://fantasyfootball.sportsunlimitedinc.com/
• 600 Tweets • 300 Facebook shares • 20 websites linking
#RCS (real company stuff)
• Example: http://rcs.seerinteractive.com/money/
• 10k Tweets • 14k Facebook shares • 800 websites have
linked to this
© 2014 SEER Interactive | All Rights Reserved
SEO Takes Time
Social Media AND ITS ROLE IN SEO
Social Media & SEO
• Social signals do not impact organic rankings… yet.
53 53
How does social fit with SEO?
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Social Media & SEO
When signed into Google+, you have access to personal results that include privately shared content from people in your circles.
How does social fit with search? • Identify influencers • Build relationships to
create awareness • Understand
audience’s content needs
How does social fit with search? • Identify influencers • Build relationships to
create awareness • Understand
audience’s content needs
How does social fit with search? • Our asset (content) • Want others to link to
it – Increase trust
signals to Google
How does social fit with search? • Identify influencers
– I want to find a writer at Palate Press to promote a wine infographic
• Build relationships to create awareness
• Understand audience’s content needs
How does social fit with search? • Ed Dawson is a
columnist – Strong social
influence – Has his own blog
How does social fit with search? • Identify influencers • Build relationships to
create awareness • Understand
audience’s content needs
61 61
Build relationships LEVERAGE INDUSTRY INFLUENCERS SOCIAL REACH TO ALLOW MORE PEOPLE TO VIEW OUR CONTENT
62 62
The more people that view our content, the stronger the likelihood we can build more links and AUTHORITY.
63 63
How do we build relationships?
64 64
Stalking.
Stalking Evan • What does he write
about? • What does he tweet
about? • What does he talk
about?
• How does what you have to offer fit in with that?
• WHAT’S IN IT FOR HIM?
Stalking Evan • Evan wrote an article
defending “Top 100” wine lists.
• This is exactly what we are offering.
© 2014 SEER Interactive | All Rights Reserved
Building Relationships
Convince Evan that our content is just as worthwhile and see the SEO benefit:
• Get a link on a relative, authoritative website
– Google’s trust = rankings • Other bloggers who follow him may link from their blogs
– More links = more trust = stronger rankings – Stronger rankings = more business
© 2014 SEER Interactive | All Rights Reserved
Real Client Example
© 2014 SEER Interactive | All Rights Reserved
Real Client Example
© 2014 SEER Interactive | All Rights Reserved
Real Client Example
© 2014 SEER Interactive | All Rights Reserved
Real Client Example
© 2014 SEER Interactive | All Rights Reserved
Real Client Example
© 2014 SEER Interactive | All Rights Reserved
Real Client Example
© 2014 SEER Interactive | All Rights Reserved
Real Client Example
© 2014 SEER Interactive | All Rights Reserved
Real Client Example
© 2014 SEER Interactive | All Rights Reserved
Real Client Example
© 2014 SEER Interactive | All Rights Reserved
Real Client Example
© 2014 SEER Interactive | All Rights Reserved
Practice
• Brand > Challenge > Tactic
• Example: Your tactic is to build a mobile app. How can SEO help you market your mobile app to increase use of the app and further the awareness objectives of your brand? – What SEO tactic did you choose? (content, architecture, link
building?) – Why did you choose that tactic? – How will that tactic help achieve overall awareness
objectives
• Take 10 to work out ideas with your group • Each team will have 2-3 minutes to present their ideas
Questions?