S E O : A C R A S H C O U R S E E T H O S E O . C O M

D O W N L O A D T H I S D E C K E T H O S E O . C O M / B L O G /

1 0 8 B I L L I O N S E A R C H E S E V E RY M O N T H

5 0 0 M I L L I O N N E W S E A R C H Q U E R I E S E V E RY D AY

WHAT?

• Click through rate curve

Selfie Stick

I S A B A N A N A A H E R B ?

I F O U R K N E E S B E N T T H E O T H E R WAY W H AT W O U L D A C H A I R L O O K L I K E

New Words

A B O U T 3 6 5 , 0 0 0 , 0 0 0 R E S U LT S ( 0 . 4 0 S E C O N D S )

A B O U T 7 0 , 2 0 0 R E S U LT S ( 0 . 4 0 S E C O N D S )

1. H O W G O O G L E W O R K S

2. H O W T O O P T I M I Z E Y O U R W E B S I T E

F O R S E A R C H

3. H O W T O M E A S U R E Y O U R S U C C E S S

S E O I S A B O U T B U I L D I N G A G R E AT U S E R E X P E R I E N C E F O R Y O U R I D E A L U S E R T O I M P R O V E S E A R C H E N G I N E R A N K I N G S O R G A N I C A L LY.

1. UNIQUE

2. RELEVANT

3. HELPFUL

A D A M A U D E T T E - R I M M - K A U F M A N G R O U P

“SEO should be an invisible layer beneath a strong user experience, a beautiful site, and a clear,

coherent message and purpose.”

G O O G L E I N D E X O F T H E W E B

S P I D E R S C R A W L A N D C O L L E C T PA G E S

PA G E S A R E S O R T E D B A S E D O N 2 0 0 FA C T O R S H T T P : / / S E A R C H E N G I N E L A N D . C O M / S E O TA B L E

S I M P L E , R I G H T ?

T H E O L D M O D E L

S E O

K E Y W O R D S L I N K S R A N K I N G S

S E O I N 2 0 1 5

K E Y W O R D S L I N K S

R A N K

S P E E DU X W E B

S PA M

C O N T E N T

L O C A L

E M A I L O U T R E A C H M O B I L E

C R AW L

G O O G L E +

T H I N G S H AV E G O T T E N H A R D : (

O P P O R T U N I T Y A B O U N D S

0

1.5

3

4.5

6

2007 2008 2009 2010 2011 2012 2013

5.9

5.14.7

3.6

2.61

1.71.2

Number of Searches Per Day

Almost six Billion queries per day

S E A R C H D R I V E S M O R E T H A N H A L F O F A L L W E B S I T E V I S I T S

H T T P : / / W W W. C O N D U C T O R . C O M / B L O G / 2 0 1 4 / 0 7 / U P D AT E - O R G A N I C - S E A R C H - A C T U A L LY-R E S P O N S I B L E - 6 4 - W E B - T R A F F I C /

8 0 % O F I N F O R M AT I O N A L C L I C K S G O O R G A N I C .

S E O I S N ’ T D E A D .

I T ’ S J U S T D I F F E R E N T.

1. K E Y W O R D R E S E A R C H

2. O N - S I T E S E O

3. O F F - S I T E S E O

R E S E A R C H - H O W T O D E T E R M I N E W H I C H K E Y W O R D S T O TA R G E T B A S E D O N C O M P E T I T I O N

T Y P E S O F Q U E R I E S

Perc

ent o

f Sea

rche

s

0%

20%

40%

60%

80%

100%

Information Navigation Transaction

T H E S E A R C H D E M A N D C U R V E

Wedding photographer

Local wedding photographer

SEA Wedding photographer cost

Hire a wedding photographer near me

Photographer

Co

mp

etiti

on

Number of SearchesHigh Low

High

Low

U N D E R S TA N D W H I C H S TA G E O F T H E B U Y I N G F U N N E L Y O U R C U S T O M E R I N ?

Awareness

Interest

Desire

Action

photographer

wedding photographer

B’Ham Wedding photographer cost

Hire a wedding photographer near me

Evantide photography reviews

U S E T H E A D W O R D S K E Y W O R D P L A N N E R F O R I D E A S

U S E W E B M A S T E R T O O L S

S E A R C H S U G G E S T + A D W O R D S = B I G W I N S

K E Y W O R D . I O I S A N A W E S O M E T O O L

C U S T O M E R D ATA - F T W !

O N S I T E S E O - H O W T O O P T I M I Z E W H AT ’ S O N Y O U R S I T E

L E T ’ S S TA R T W I T H A G O O D D E S I G N

A N D M A K E S U R E I T L O A D S Q U I C K LY ( U N D E R T W O S E C O N D S )

W O R D P R E S S M A K E S I T E A S Y

F I N D A K E Y W O R D TA R G E T

S O I F O U R B A S E K E Y W O R D I S E N G A G E M E N T P H O T O I D E A S

• engagement photo ideas Seattle

• engagement photo ideas for winter

• engagement photo ideas with child

• engagement photo ideas for spring

• engagement photo ideas for summer

• engagement photo ideas indoors

• engagement photo ideas beach

• engagement photo ideas dog

• engagement photo ideas downtown

• elegant engagement photo ideas

• easy engagement photo ideas

• evening engagement photo ideas

• engagement photo ideas for fall

• engagement photo ideas for plus size

C O M P E T I T I O N

A D D I T T O Y O U R T R A C K I N G A P P

C R E AT E A N E W P O S T

A D D G R E AT C O N T E N T

1. UNIQUE - D O E S N ' T A P P E A R

E L S E W H E R E O N T H E W E B ( I F I T

D O E S Y O U H AV E T O B E 1 0 X B E T T E R )

2. RELEVANT - D O E S I T C O N TA I N

R E C E N T T E R M S T H AT R E A L P E O P L E

U S E ?

3. HELPFUL - D O E S I T R E S O LV E U S E R

Q U E R Y, O R B E T T E R Y E T, L E A D T H E M

T O M O R E P O K I N G A R O U N D O N

Y O U R S I T E

A D D I M A G E R Y

B U T W A I T !

S AV E A S : B E U N I Q U E

A D D AT T R I B U T E S

A LT T E X T B E S T P R A C T I C E• Not so good: <img src="puppy.jpg" alt=""/>

• Better:<img src="puppy.jpg" alt="puppy"/>

• Best:<img src="puppy.jpg" alt="Dalmatian

puppy playing fetch">

• To be avoided<img src="puppy.jpg" alt="puppy

dog baby dog pup pups puppies doggies pups

litter puppies dog retriever labrador"/>

I N S TA L L T H E Y O A S T S E O P L U G I N

O P T I M I Z E T I T L E TA G , M E TA D E S C R I P T I O N A N D S O C I A L

S U B M I T Y O U R N E W PA G E , P O S T, O R G A L L E R Y T O W E B M A S T E R T O O L S

O F F S I T E S E O - H O W T O E A R N M E N T I O N S , L I N K S , A N D R E V I E W S

1. L I N K E A R N I N G

2. L O C A L

3. R E P O R T I N G

L I N K E A R N I N G

F I N D AT L E A S T F I V E O U T R E A C H TA R G E T S

S E N D A S I M P L E E M A I L

S H A R E , B U T F O L L O W T H E 8 0 / 2 0 R U L E

D R I V E S O M E T R A F F I C

D O R E A L T H I N G S O F F L I N E T H AT L E A D T O O N L I N E M E N T I O N S

L I K E S P E A K I N G AT P H O T O L U S H

U S E I M A G E R A I D E R & B U I L D R E L AT I O N S H I P S

L O C A L S E A R C H

G O O G L E M Y B U S I N E S S

A D D B U S I N E S S P H O T O S

B I N G P L A C E S F O R B U S I N E S S

YA H O O S M A L L B U S I N E S S

U S E Y E X T T O F I N D I S S U E S

U S E M O Z L O C A L T O O

E A R LY A D O P T I O N I N L O C A L I S A N U N FA I R A D VA N TA G E .

F I V E R U L E S F O R W E B A N A LY T I C S S U C C E S S

# 1 I N S TA L L G O O G L E A N A LY T I C S

# 2 H AV E A G A M E P L A N

B U S I N E S S O B J E C T I V E

G O A L K P I K P I TA R G E T

Sell Services More SalesMonthly Revenue

$15,000 / Mo

Generate LeadsProvide White

Papers# Of Downloads 15 / Mo

Improve Brand Awareness

More Brand Mentions

Branded Search Terms

500 Branded Queries / Mo

A N A LY T I C S M E A S U R E M E N T M O D E L

# 3 C R E AT E G O A L S

C A M PA I G N S E O PA I D S O C I A L

C O S T $1440 $500 $1000

C O N V E R S I O N S 75 50 10

Cost Per Acquisition

$19.2 $10.0 $100.0

C O S T P E R A C Q U I S I T I O N

# 4 S E G M E N TAT I O N I S K E Y

# 5 L I N K A D W O R D S

C R E AT E A D A S H B O A R D & S AV E T I M E

A N A LY Z E . T H I N K . A C T.

T H A N K Y O U@ E T H O S E O

D O W N L O A D T H I S D E C K E T H O S E O . C O M / B L O G