drexel new media marketing: intro to seo
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SEO OverviewEmma Still + Bill Sebald
1.15.16
Drexel: New Media Marketing
#DrexelNMM
EMMA STILLTeam Lead @ SeerInstructor @ Girl Develop It@mmstll
Seer Interactive• Agency: Analytics, PPC, & SEO
• Office in Northern Liberties
• 1 office in San Diego
• ~100 full time employees
• Philly 100, Philly Best Places to Work, Philly’s Coolest Companies 2015
• @seerinteractive
BILL SEBALDOwner @ Greenlane
@billsebald
‣Boutique Agency – SEO, PPC, CRO, Content Strategy
‣Office In Phoenixville
‣8 employees
‣Way smaller than Seer!!!
What is SEO?
SEO is about getting found.
• 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.
How do search engines determine rankings?
Remember: there is no person actually reviewing your site to determine where it
should be ranked.
How do search engines determine rankings?
Search Engine Goals
Search Engine GoalsGOOD USER EXPERIENCE
Good User ExperienceSearch Engine’s Goal
• Relevancy
Good User ExperienceSearch Engine’s Goal
• Relevancy
• Quality
Good User ExperienceSearch Engine’s Goal
• Relevancy
• Quality
• Authority
Good experience = algorithm updates
What do we do all day?An SEO’s job is to understand what Google deems relevant, quality, and authoritative to make good choices that will bring more quality traffic to a website.
“Soooo… how exactly do you do that?”
• On-page SEO factors
• “In-page” SEO factors
• Off-page SEO factors
3 Primary Elements
ON-PAGE SEO
ON-PAGE SEOthe factors that help google find your website
• Keywords (relevancy)• Identify what people are most likely to search for when looking for
your website
• Keyword research
On-page SEO Factors
Keywords Example
On-page SEO Factors
Write down what you would type into Google to find the items above
Keywords Example
On-page SEO Factors
Mid ring
Midi ring
Knuckle ring
Mid knuckle ring
Half finger rings
Champagne glass
Champagne flute
Wine glass
Sparkling wine glasses
Champagne stemware
Glass champagne flutes
Keywords Example
On-page SEO Factors
• Think about your brand for your group assignment
• What are 2-3 keywords you think people would search for to find them online?
• Keywords (relevancy)
• Architecture (quality)• How your website is built
• Page load time, internal structure, links/URLs, etc.
On-page SEO Factors
• Keywords (relevancy)
• Architecture (quality)
• Page content (relevancy & quality)• Copy
• Page titles & headers
• URL names
• Internal Links
On-page SEO Factors
If there is one thing to remember about On-page SEO… and this presentation
DON’T MAKE CRAPPY CONTENT
Content is KING
Content is KINGQuality
Unique
Relevant
Informative
Adds value
Don’t do this…
…or this
Do more like this
…and this
http://www.seriouseats.com/2015/06/food-lab-complete-guide-to-sous-vide-steak.html
IN-PAGE SEO
IN-PAGE SEOaka “technical SEO”
Technical SEO
BOTS DON’T LIKE HARD WORK(so we make it really easy for them)
1,720,000 Indexed Pages?!?!
• Accidental duplicate pages
• Pages that don’t need to index
This means…
• A lot of wasted crawl budget
• Many good pages that won’t be found by Google
• Lost traffic / revenue
It’s all equally important
Some Important Areas to Audit
Site
Speed
Internal
Linking
Canonical
URLs
Image/Video
Optimization
OFF-PAGE SEO
OFF-PAGE SEOaka link building & local citation building
Local Citation Building / Local SEO
www.google.com/mybusiness
What is link building?
• Link building is the process of getting other websites to link to your website.
What is link building?
Why is link building important?
Link building = AuthorityAuthority = TrustTrust = RankingsRankings = ?
Link building
Off-page SEO Factors
• When another website links to your website, Google sees this as a vote of confidence for your website.
• Not all links are created equal.
>
Quality of Links > Quantity of Links
“Sooo… how do you build links?”
1. Build relationships.Treat other websites like potential business partners or friends
Link Building Examples: relationships
Off-page SEO Factors
• Guest posting
• Sponsorships
• Media relationships
• Speaking engagements/biographies
• Partnerships
• Testimonials
2. Build quality content.
2. Build quality content. Create content that will appeal to those business partners and friends.
! real example !
SEO takes time
SOCIAL MEDIA & SEO
Do tweets/likes/+1s affect rankings?
The short answer: NO
The longer answer:The impact of social engagement is still speculative but projected to be a critical ranking factor in the near future
• Increased visibility & awareness = links = rankings
• Increased positive reviews on G+/Yelp = increased visibility in local search
• Google+
• Posts are seen by Google almost immediately
• Using social influence to build relationships = links = rankings
• Audience analysis
How social [indirectly] affects SEO
How social [indirectly] affects SEO
Social Shares
Social Impressions
Influencer Impressions
Links
Remember the relationships we’re supposed to be building?Identify influencers
Build relationships = awareness
Understand needs of others
• Identifying influencers
• Finding out what your audience likes; create content for them that they’ll want to share
• [example of Buzzsumo & Twtrland]
SEO Benefits of Building Social Relationships
QUESTIONS?
• Get together with your groups
• Brand > Challenge > Tactic
• Example: Your tactic is to increase online revenue. Which SEO factors could you employ to help you increase online revenue 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 your brand’s challenge?
Take 10-15 minutes to work through your ideas with your group
Each team will have 2-3 minutes to present their ideas
Practice!
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