an introduction to seo: marketing principles

2.3.2014

SEO: A Brief Overview MARKETING PRINCIPLES: MKE 290

Emma Still • SEO Associate - SEER • @mmstll • linkedin.com/in/emmastill/

• Plattsburgh Alum

• Agency: Analytics, PPC, & SEO

• 2 Offices in Philadelphia

• Expansion to San Diego, CA

• ~65 Full Time Employees

• Philly 100 & Philly Best Places to Work

• @SEERInteractive

Why I’m here

Why I’m here SEO? WTF?

Learning SEO THE BUSINESS OF SEARCH

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What is SEO? SEARCH ENGINE OPTIMIZATION

SEO

is about getting found.

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Where we want to be

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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.

Search Engine’s Goal

Search Engine’s Goal PROVIDE THE BEST USER EXPERIENCE POSSIBLE

Google’s Goal • RELEVANCY

Google’s Goal • RELEVANCY • QUALITY

Google’s Goal • RELEVANCY • QUALITY • AUTHORITY

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What is SEO?

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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.

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“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

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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

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If there is one thing to remember about On-Page SEO …and this presentation:

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DON’T MAKE CRAPPY CONTENT

Content is King • Google rewards

websites whose content is – Quality – Unique – Relevant – Informative – Adds value

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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

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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?

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Links connect the Internet.

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Links = Authority

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Authority = Trust

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Trust = Rankings

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Rankings = ?

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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.

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Off-Page SEO: Link Building

> Quality of Links > Quantity of Links

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So how do you build links?

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How do you build links?

By creating quality content

© 2014 SEER Interactive | All Rights Reserved

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

#RCS (real company stuff)

• Example: http://rcs.seerinteractive.com/money/

• 10k Tweets • 14k Facebook shares • 800 websites have

linked to this

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SEO Takes Time

When are you “done”?

How do you know you’ve reached your goal?

Where does SEO fit in to marketing?

SEOs need to make friends

SEOs need to make friends

• IT • PR • Social media • Designers & Developers • Copywriters • Compliance

Questions? LUNCHEON 12-1:15 HERMES CONFERENCE ROOM