Introduction to SEO for Digital Media (MECO3602) at the University of Sydney the 21st of September of 2015. - Why should I care about SEO? - Introducing the teacher - How do I get more traffic? Types of web traffic. - How does SEO work? Relevancy, Authority and User experience. - Why SEO? - How to do SEO? - Final tips and additional resources -

1. SEO
FOR ONLINE MEDIA

2. WHY SHOULD I
CARE ABOUT
SEO?

3. ANYTHING DIGITAL MEDIA

4. ANYTHING TRADITIONAL MEDIA

5. ANYTHING STARTUP

6. ANYTHING
ADVERTISING
MARKETING
PUBLIC RELATIONS

7. ANYTHING PERSONAL BRANDING

8. ANYTHING WITH A WEBSITE

9. EVERYBODY WANTS MORE
TRAFFIC

10. Bruno Rodríguez Armesto

11. DIGITAL MARKETING FOR 5+ YEARS

12. DIGITAL MARKETING FOR 5+ YEARS
NATIONAL BLOGGING AWARD

13. DIGITAL MARKETING FOR 5+ YEARS
NATIONAL BLOGGING AWARD
ADVERTISING, ONLINE MARKETING

14. #MECO3602
@BRUROAR

15. HOW DO I GET MORE TRAFFIC?

16. DIRECT SEARCHREFERRAL

17. DIRECT TRAFFIC
“I know the name of this website and it
seems like a beautiful day to visit it”

18. REFERRAL TRAFFIC
“This link looks awesome.
I’m gonna click this link”

19. SEARCH TRAFFIC
“I’m gonna search it.
I love you Google.”

20. SEO
IS ALL ABOUT SEARCH TRAFFIC

21. WHAT IS SEO?

22. SEO: SEARCH ENGINE
OPTIMISATION

23. http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/
NATURAL SEARCH GENERATES
HALF OF WEB TRAFFIC

24. TRAFFIC PER POSITION

25. THE BEST PLACE TO HIDE A
BODY IS THE 2ND PAGE OF
GOOGLE

27. HOW DOES SEO WORK?

28. RELEVANCE AUTHORITY
USER
EXPERIENCE

29. RELEVANCE
(ONSITE)
AUTHORITY
(OFFSITE)

30. RELEVANCE
The content of the website is related with the search
If I search for “gluten free cat food”:
page on gluten free cat food> page on cat food > page on cats

31. PENGUINPANDA
PENALISES POOR QUALITY CONTENT

32. AUTHORITY
How important is that website compared with the rest
A website with more links tends to rank better.
Links have more weight if they are:
From authoritative pages
Thematically related
Keyword rich (avoiding patterns)

33. PENGUIN
PENALISES LINK PROFILE OVER-OPTIMISATION

34. CHASING THE ALGORITHM
Google updates its algorithm 500-600 times per year
It has hundreds of ranking factors
We are not sure which ones

36. USER EXPERIENCE

37. USER EXPERIENCE
How much additional value offers a certain page
compared with its competitors
Understand what your audience is searching
Use the tone and format your audience wants

38. THIS IS WHAT WE SEE

39. THIS IS WHAT A BOT SEES

40. A BOT READS THE WORDS
IN YOUR PAGE

41. WHY SEO?

42. SEO PROMISES
FREE TRAFFIC
FOREVER

43. BUT THAT’S A LIE

44. PAID MEDIA CURVE

45. ORGANIC TRAFFIC CURVE

46. WHY INVESTING IN SEO?

47. SEO IS ALWAYS LONG TERM

48. WEBSITES ARE LIKE CELEBRITIES
THEY DON’T STAY STATIC

49. HOW TO DO SEO?

50. THINK IN KEYWORDS
AND/OR THEMES

51. TITLE

52. URL

53. DESCRIPTION

54. KEYWORD STRATEGY
Target research, persona creation
Keyword discovery: Competitors, social media, Reddit
Keyword tools: Übersuggest, Google Trends, Google Keyword Planner
Long tail discovery

55. THINK IN LONG TAIL TERMS

57. THINK ON YOUR USER

58. IMPROVING USER EXPERIENCE
Use URLS and titles with the main Keywords
Include main features in the meta description
Try to give the user the info they want
Video and images communicate better (sometimes)

59. PUBLISH FASTER

60. PUBLISHING FASTER
Have articles written in advance
Do not wait for the final picture. Publish soon, then update.
Ask for links from whoever quotes you

61. PUBLISH FASTERFOLLOW A TREND...

62. PUBLISH FASTER...BUT DO IT BIGGER...

63. ...OR WITH A TWIST

64. THINK IN TERMS OF LINKS

65. LINK BUILDING/EARNING
Avoid low quality pages (free directories, article submission sites,
etc.)
Where are your competitors getting their links from? (Ahrefs)
Are there similar articles about your topic? Who is linking to them?
(BuzzSumo)
Make your content easy to link/share

66. MAKE FRIENDS

67. GET TECHNICAL
(IF NEEDED)

68. GETTING TECHNICAL
Avoid duplicated content and KW cannibalisation
Avoid disperse link profiles
Optimise load times as much as possible
Optimise image metadata (file, title, alt tag)
Create a well designed information architecture
Add schema.org microdata

69. AND ALWAYS REMEMBER

70. YOU WRITE FOR
PEOPLE.
NOT ROBOTS.

71. THE BEST INGREDIENT FOR SEO IS
GOOD CONTENT

72. SEO IS NOT ALWAYS THE ANSWER

73. SOME RESOURCES