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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
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1) Traffic sources, user experience and conversions
websiteconversion
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● 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
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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
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1) What is a search engine?
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1) What if...
$ 11.3 b ?
2014?
$ 45 b ?
4.6
2014 $146b?1
30%?
90% of Google’s revenue comes from Advertising
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1) Digital Advertising Overview
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1) Search Engine main revenues in context
$
$
click
click
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1) Inside search advertising
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1) Google’s best clients
2013 Google Search Top Ad Spendersin Million $
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1) Inside Organic Results...
$
organic results
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1) (good) SEO’s Return on Investment
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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
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1) New keyword, contest, ranking history
“Bellimbusto” contest was done by SEOTraining, slide curtesy of SEOJedi
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1) MOTO GP World Champions
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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!
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2) Search Engine Traffic chain
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2) What’s Search Engine Optimization?
USER INTENT
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2) From user needs to keywords
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1) Search Engine Ranking Factors
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3) inside user intentions
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3) inside user intentions… using ads
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profile
intention
interest
need
3) inside user intentions: search VS display
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3) the long tail... and our best target
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users goal:feel good
our goal:profit
3) inside user intentions… using content
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?
3) perfect seo landing page
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3) perfect seo landing page… wikipedia?!
User’s Keywords in...
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3) Build a SEO Strategy from the bottom
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3) Build a SEO Strategy from the bottom
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3) let’s simplify!
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4) SEO Tools
Easy:WooRank
Medium:Google Search Console
SemRushSearch Metrics
Google Analytics...
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4) SEO Tools (search metrics)
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4) SEO Tools Off Page (search metrics)
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4) SEO Tools On Page (seozoom)
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4) SEO Tools On Page (seozoom)
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5+1) Everything in one slide
6
Your Team