SEO Fundamentals  {   Compiled by Milena Mitova
Where is SEO in Digital Marketing                     Digital Marketing        Social                          Email      ...
SEM is the web extension of TraditionalMarket Segmentation & Targeting        “A market segment is a sub-set of a market m...
SEO is part of SEM   SEO - the process of optimizing your web    assets (web content, websites, social presence) to get  ...
SEO is the KEY when it comes togenerating leads for the enterprise   Source: 2011 Webmarketing123 State of Digital Marketi...
SEO starts with keywords                                                                       Market           Market Sub...
SEO Strategies and Tactics On-page SEO strategy -content (text, video,  presentation, images, online forms, etc.), HTML  ...
SEO tactics in detail
Keyword roadmap for yourweb presenceKeywords should:     Be relevant to your business &      products/services     Gene...
Keyword selection process Define main/seed keywords Prioritize in importance relative to most important  brands, competi...
SEO affects all of your web-related content marketingtactics whether they live on your website or are postedon external si...
Your Website architecture should beSEO optimized Crawlability, site  maps, robots.txt, .access, duplicate  titles/content...
Internal Links, Backlinks, Domaintactics should be SEO optimizedInbound link quality (.org carries highest weight, yahoo ...
Blogging, Social sharing, PR & contentdistribution should be part of your SEO Number of Social shares and likes counts T...
In conclusionSEO optimization affects every facet of your user-focused web assetsEvery website & content marketing asset...
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SEO - importance, tactics & implementation

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A brief overview of what SEO is and why it permeates a company’s entire web presence

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SEO - importance, tactics & implementation

  1. 1. SEO Fundamentals { Compiled by Milena Mitova
  2. 2. Where is SEO in Digital Marketing Digital Marketing Social Email Mobile SEM Media ECRM Marketing Marketing Marketing SEM SEO PPC
  3. 3. SEM is the web extension of TraditionalMarket Segmentation & Targeting “A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar products and/or services based on qualities of those products such as price or function.” – On the web, the market segment is defined by what the web users in this sub-set are looking for, and the keywords they are using to find it.
  4. 4. SEO is part of SEM SEO - the process of optimizing your web assets (web content, websites, social presence) to get targeted, qualified, search-based “free” traffic. SEO includes social media optimization. PPC or Paid Search - the process of optimizing paid advertisement campaign assets to get targeted, qualified, search-based “paid” traffic.
  5. 5. SEO is the KEY when it comes togenerating leads for the enterprise Source: 2011 Webmarketing123 State of Digital Marketing Survey
  6. 6. SEO starts with keywords Market Market Sub-set Market Sub-set Market Sub-set Keywords target users are using to find your products & services(edited by me) Source: WordTracker, https://keywords.wordtracker.com/help/videos/searching-for-keywords
  7. 7. SEO Strategies and Tactics On-page SEO strategy -content (text, video, presentation, images, online forms, etc.), HTML (title tag, meta description, etc.), architecture (urls, inter-linking , sharing options, site maps, etc.) Off-page SEO strategy - backlinks (inbound links); social sharing; commenting on external blogs & forums, posting content on external media & article websites; press release optimization, domain trust, localization, etc.
  8. 8. SEO tactics in detail
  9. 9. Keyword roadmap for yourweb presenceKeywords should:  Be relevant to your business & products/services  Generate enough traffic to form viable, measurable segments of targeted searchers/online personas  Be well positioned re: your competition
  10. 10. Keyword selection process Define main/seed keywords Prioritize in importance relative to most important brands, competitive features, profitability Build lists of keyword opportunities and assess for traffic, relevance, competitiveness Build keyword variations lists and assess for traffic, relevance, competitiveness Build relative keyword lists and assess for traffic, relevance, competitiveness Decide which keywords will go into your web copy and start measuring their performance
  11. 11. SEO affects all of your web-related content marketingtactics whether they live on your website or are postedon external sites All of your web content marketing tactics should be SEO optimized Source: Marketing Profs, Content Marketing for B2B
  12. 12. Your Website architecture should beSEO optimized Crawlability, site maps, robots.txt, .access, duplicate titles/content removal, elimination of errors, etc.; Website Speed Share, Like, LinkedIn, Twitter buttons User-friendly URLs
  13. 13. Internal Links, Backlinks, Domaintactics should be SEO optimizedInbound link quality (.org carries highest weight, yahoo directory, relevance, etc.)Inbound link anchor textLink numberDomain name, age, authorityInternal linking
  14. 14. Blogging, Social sharing, PR & contentdistribution should be part of your SEO Number of Social shares and likes counts Twitter counts Facebook counts LinkedIn counts Google +1, plus other sites Directories Industry forums and publications PR, article, white paper, etc. distribution sites Blogs
  15. 15. In conclusionSEO optimization affects every facet of your user-focused web assetsEvery website & content marketing asset needs to be SEO optimizedKeywords (search terms) are the web alternative of traditional marketing segmentation and identification of viable markets. They are the foundation of Search Marketing.

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