What is SEO again? A basic review of what SEO is, versus PPC and digital advertising.

1. April,
2015
Jake
Aull
|
Zen
Fires
Digital
Marke6ng
|
404.259.5550
|
ZenFires.com
|
@jakeaull
What
is
SEO…

2. jake@zenfires.com
What
is
SEO…
_______________________________________________________________________________________________________________________________________________________________
• SEO
(search
engine
op1miza1on)
is
“making
your
business
come
up
in
Google”
(&
other
search
engines
–
organically)
• What
does
that
mean?
• Consumers
are
looking
for
something
-­‐
they
need
something
-­‐
a
solu6on
to
a
problem.
• How
do
they
aUempt
to
solve
it?
With
info
-­‐
by
going
to
Google
-­‐
or
Bing
-­‐
or
Yahoo.
• They
enter
their
search
terms
-­‐
their
ques6on
-­‐
their
problem.

3. jake@zenfires.com
Sample
SERP
(search
engine
results
page)
_______________________________________________________________________________________________________________________________________________________________

4. jake@zenfires.com
What
is
SEO…
_______________________________________________________________________________________________________________________________________________________________
• Web
users
enter
their
search
terms
-­‐
their
ques6on
-­‐
their
problem.
• And
up
comes
the
SERP
(search
engine
results
page)
-­‐
lis6ngs
of
results
and
links
per
their
query.
• The
“organic”
or
“SEO”
lis6ngs
are
the
majority
of
lis6ngs
on
the
page
-­‐
they
are
regular
lis6ngs
that
are
not
ads
(ads
typically
are
separated
at
top,
boUom
and/or
side
-­‐
with
an
indicator
such
as
the
word
“Ad”
shown).
Organic
(SEO)
lis6ngs
PPC/digital
ads

5. jake@zenfires.com
What
is
SEO…
_______________________________________________________________________________________________________________________________________________________________
• The
goal
here
is
to
get
consumers
to
see
and
click
on
lis6ngs
for
some
specific
ac6on
-­‐
a
company-­‐
desired
landing
page,
promo6on
or
general
content.
(example
of
a
web
landing
page
below
–
such
as
from
an
ad
campaign)

6. jake@zenfires.com
What
is
SEO…
_______________________________________________________________________________________________________________________________________________________________
• Going
deeper,
for
the
business
and/or
marketer,
the
SEO-­‐specific
goals
are:
• To
communicate
with
search
engines
and
solve
errors
the
search
engines
find
on
websites
(these
errors
happen
all
too
oden)
• To
adapt
and
respond
to
search
engine
updates
(i.e.,
Google
Penguin,
Panda,
and
Hummingbird
algorithm
updates)
• To
iden6fy
the
keyword
phrases
that
prospects
and
customers
search
for
• To
come
up
on
the
first
page
of
search
engines
for
many
of
those
keyword
searches
• To
consume
more
SERP
“real
estate,”
with
a
variety
of
lis6ngs
for
same
keyword
searches
• To
achieve
more
visible
lis6ngs
on
the
SERP,
such
as
local/maps
results
or
images,
or
with
rich
content,
such
as
video
or
news
results
• To
expand
the
brand’s
overall
digital
footprint,
for
brand
awareness
results
• To
con6nually
grow
visitor
traffic
(such
as
first-­‐6me
visitors
coming
to
the
website)
• To
iden6fy
and
capitalize
on
primary
traffic
drivers
to
the
website
(such
as
back
links
or
social
media)
• To
adapt
and
harness
new
content
(such
as
blog
posts),
with
op6miza6on,
for
ongoing
traffic
growth
and
search
engine
results
(note
that
blog
posts
should
typically
be
on
your
own
website
-­‐
social
media
results
can
also
be
considered
“organic,”
but
they
represent
separate
tac6cal
effort
than
SEO).
• To
con6nually
monitor
website
analy6cs
for
all
above
results
(and
errors),
tweak,
improve
and
achieve
more
growth
in
posi6ve
results!

7. jake@zenfires.com
Sample
SERP
(search
engine
results
page),
with
maps
and
news
rich
content
_______________________________________________________________________________________________________________________________________________________________
Rich
content
news
lis6ngs
Maps/local
results
lis6ngs

8. jake@zenfires.com
What
is
SEO…
_______________________________________________________________________________________________________________________________________________________________
• Ul6mately
–
the
goal
is
to
connect
good
company
content
with
target
consumers
seeking
answers
-­‐
the
“answers”
are
the
right
match
of
company
services
for
consumer
problem-­‐solving.
• Some
of
the
biggest
contributors
I’ve
no6ced
to
SEO
results
include
a
high
amount
of
content
(such
as
pages
and/or
blog
posts),
and
longevity
of
domain
ownership
(less
controllable
-­‐
based
on
the
ques6on
of
how
long
have
you
owned
your
business
domain
name?).
• SEO
is
marke6ng.
It’s
website
coding.
It’s
copywri6ng.
It’s
all
of
the
above.
It’s
all
of
that
for
you
and
your
best
customers.
• So,
why
do
SEO
and/or
ads?
First
of
all,
which
lis6ngs
do
you,
as
an
individual
web
user,
which
lis6ngs
do
you
usually
click
on
from
the
SERP?
If
you
said
organic/SEO,
you’re
in
good
company
with
the
majority
of
web
users.
But
this
doesn’t
mean
there’s
no
role
for
search
engine
adver6sing.

9. jake@zenfires.com
Sample
SEO
Analy6cs
_______________________________________________________________________________________________________________________________________________________________

10. jake@zenfires.com
What
is
PPC…
_______________________________________________________________________________________________________________________________________________________________
• Digital
paid
ads
can
achieve
things
that
SEO
can’t,
such
as:
• Let’s
say
you
are
a
startup
company
with
no
digital
presence
and
a
brand
new
website
-­‐
PPC
(pay-­‐
per-­‐click
adver6sing)
can
get
you
visibility
on
the
SERP
that
you
can’t
get
right
off
the
bat
with
SEO.
• Digital
adver6sing
is
a
good
way
to
achieve
more
visibility
(via
mul6ple
lis6ngs)
on
the
same
SERP
-­‐
incen6vizing
web
users
to
click
on
one
or
the
other
of
your
lis6ngs.
• Digital
adver6sing/PPC
is
a
good
way
to
“buy”
keyword
phrases
you
can’t
come
up
for
organically
no
maUer
how
hard
you
try
(e.g.,
“head”
keywords
such
as
“book”
or
“television”
-­‐
as
opposed
to
good
organic
niche/“long
tail”
keywords
such
as
“children’s
book
about
three-­‐legged
elephants”
or
“buy
used
American-­‐brand
60-­‐inch
HDTV
flat
screen
cheap”).
• Digital
adver6sing
is
a
good
way
to
target
highly
specific
web
users,
such
as
“men
in
Birmingham,
AL
between
40-­‐50
years
old.”
• Digital
adver6sing/PPC
is
also
great
at
demonstra6ng
highly
specific
analy6cs
(such
as
the
above
for
website
clicks)
• And
digital
adver6sing
is
great
for
“immediate
gra6fica6on;”
while
SEO
is
more
of
a
long-­‐term
benefit,
PPC
starts
and
stops
the
minute
you
start
and
stop
paying
for
it.

11. jake@zenfires.com
“Head”
or
“Short-­‐tail”
keyword
phrases
in
PPC
adver6sing
(“television”)
_______________________________________________________________________________________________________________________________________________________________
PPC/digital
ads
PPC/digital
ads

12. jake@zenfires.com
Google
AdWords
Adver6sing
Campaign
Setup
_______________________________________________________________________________________________________________________________________________________________

13. jake@zenfires.com
Google
Keyword
Research
_______________________________________________________________________________________________________________________________________________________________

14. jake@zenfires.com
Local
SEO/directory
search
channel
_______________________________________________________________________________________________________________________________________________________________

15. jake@zenfires.com
Search
Analy6cs,
Trending
and
Alterna6ve
Search
Engines
_______________________________________________________________________________________________________________________________________________________________
•

16. jake@zenfires.com
Analy6cs
Showing
Social
Media-­‐Driven
Traffic
to
Website
_______________________________________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________________________________________________________________________
Facebook,
TwiUer,
and
LinkedIn
are
successfully
driving
traffic
to
the
website.

17. Thank
You!
Jake
Aull
|
Zen
Fires
Digital
Marke6ng
|
GSU
Social
Media
Marke6ng
Instructor
404.259.5550
|
ZenFires.com
|
@jakeaull