seo basics 2015 - university milan cattolica - accenture
TRANSCRIPT
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
