seo basics 2015 - university milan cattolica - accenture

SEO

Search Engine Optimization

simone righini - 2015 - robot.seo@gmail.com - www.goatseo.com

1) Search organic traffic and paid traffic sources

2) The SEO's role and responsibilities

3) Understand user intentions for SEO Strategy Planning

4) SEO Analysis, tools and best practices

1) Traffic sources, user experience and conversions

websiteconversion

● Direct● Email

○ Direct Email Marketing (own database)○ Direct Email Marketing (third party database)

● Search Engine Organic traffic● Ads

○ Pay Per Click (AdWords, Facebook)○ Display (Banner, Retargeting*)○ Social (Pay per Tweet)

● Social (Organic Reach Traffic)● Referral

○ Other websites, forum, blogs○ Affiliates○ Hub (ex. TripAdvisor)○ Apps○ Pay per Visit (ex. pop under, Fulltraffic)

1) All traffic sources

1) What is a search engine?

A. an intelligent software that learns from its users

B. a big data archive

C. a ranking algorithm

D. a company with an aim of gaining a profit

E. a mass media with advertising business model

1) What is a search engine?

1) What if...

$ 11.3 b ?

2014?

$ 45 b ?

4.6

2014 $146b?1

30%?

90% of Google’s revenue comes from Advertising

1) Digital Advertising Overview

1) Search Engine main revenues in context

$

$

click

click

1) Inside search advertising

1) Google’s best clients

2013 Google Search Top Ad Spendersin Million $

1) Inside Organic Results...

$

organic results

1) (good) SEO’s Return on Investment

1) Inside Organic Results...

For each Keyword Google must have a ranking… and

Nearly 500 Million Searches A Day Are For Things Google Has Never Heard Of

(it’s 15% )

Read more: http://www.businessinsider.com/500m-things-google-has-never-heard-of-2013-5#ixzz3YB02jLIO

1) New keyword, contest, ranking history

“Bellimbusto” contest was done by SEOTraining, slide curtesy of SEOJedi

1) MOTO GP World Champions

1) MOTO GP World Champions… team!

budget

strategyendurancequalitydriver

enginetiresteamengineerstechnology

luck… name one!

Everyone is searching for a good team player but… what do we need to learn to become one? SEO is just one member of the web team!

2) Search Engine Traffic chain

2) What’s Search Engine Optimization?

USER INTENT

2) From user needs to keywords

1) Search Engine Ranking Factors

3) inside user intentions

3) inside user intentions… using ads

profile

intention

interest

need

3) inside user intentions: search VS display

3) the long tail... and our best target

users goal:feel good

our goal:profit

3) inside user intentions… using content

?

3) perfect seo landing page

3) perfect seo landing page… wikipedia?!

User’s Keywords in...

3) Build a SEO Strategy from the bottom

3) Build a SEO Strategy from the bottom

3) let’s simplify!

4) SEO Tools

Easy:WooRank

Medium:Google Search Console

SemRushSearch Metrics

Google Analytics...

4) SEO Tools (search metrics)

4) SEO Tools Off Page (search metrics)

4) SEO Tools On Page (seozoom)

4) SEO Tools On Page (seozoom)

5+1) Everything in one slide

6

Your Team

Thank you!

simone righinirobot.seo@gmail.com

rrrs.it