SEO 101: An Intro to Search Engine Optimization

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The following slideshow was presented by Brady Callahan - on behalf of UpTik Media - to a class at Lee University. The subject of the presentation is An Introduction to Search Engine Optimization, or more informally, SEO 101. Topics covered in this presentation range from (but are not limited to): the history of search engines, what SEO is, how search engines crawl the Web, how websites can be optimized for search, how search engines rank pages, the power of Google+, schema markup, machine learning, and more.

Published in: Marketing, Technology, Design

SEO 101: An Intro to Search Engine Optimization

  1. 1. SEO 101 - #DIGM365 UpTik Media April 4th, 2014
  2. 2. Let Me Introduce Myself…  Brady Callahan  Lead SEO Strategist  UpTik Media  Lee Grad. in 2011  Linkedin, Twitter @UpTikMedia@bradydcallahan
  3. 3. What is SEO? @UpTikMedia@bradydcallahan
  4. 4. Search Engine Optimization. @UpTikMedia@bradydcallahan
  5. 5. (play video) @UpTikMedia@bradydcallahan
  6. 6. Increasing the quality & quantity of visitor traffic from search engines. – Rand Fishkin @UpTikMedia@bradydcallahan
  7. 7. On-Page
  8. 8. Off-Page @UpTikMedia@bradydcallahan
  9. 9. Technical SEO
  10. 10. Why Search? @UpTikMedia@bradydcallahan
  11. 11. @UpTikMedia@bradydcallahan
  12. 12. People use it. @UpTikMedia@bradydcallahan
  13. 13. Technology & Innovation. @UpTikMedia predictive search @bradydcallahan
  14. 14. Organic Search is Growing… Source: http://www.slideshare.net/randfish/the-power-of-inbound-marketing
  15. 15. As Users, We’re Looking for… @UpTikMedia@bradydcallahan
  16. 16. Pokemon. Source: https://twitter.com/thejaredpowers/status/451405640217292801/photo/1
  17. 17. (that’s a joke) Source: http://www.huffingtonpost.com/2014/03/31/google-maps-
  18. 18. Information (Know) @UpTikMedia@bradydcallahan
  19. 19. Transactions (Do) @UpTikMedia@bradydcallahan
  20. 20. Navigation (Go) @UpTikMedia@bradydcallahan
  21. 21. Bad Search Results Make Us... @UpTikMedia@bradydcallahan
  22. 22.  Results 5 & 6  Result 9 @UpTikMedia@bradydcallahan
  23. 23. Bad Search Results Make Us... @UpTikMedia@bradydcallahan
  24. 24. Bad Search Results Make Us... @UpTikMedia@bradydcallahan
  25. 25. Why Search? Volume. @UpTikMedia@bradydcallahan
  26. 26. Why Search? Volume. @UpTikMedia Marketing funnel @bradydcallahan
  27. 27. So, What Does Good SEO Look Like? @UpTikMedia@bradydcallahan
  28. 28. More Organic Traffic (over time) @UpTikMedia@bradydcallahan
  29. 29. $$$$$$$ @UpTikMedia@bradydcallahan
  30. 30. A Positive User Experience @UpTikMedia@bradydcallahan
  31. 31. Social Sharing Source: http://www.moz.com/blog/mozs-2013-year-in-review
  32. 32. Rankings @UpTikMedia@bradydcallahan
  33. 33. Understanding Search Engines @UpTikMedia@bradydcallahan
  34. 34. Googlebot Crawls the Web @UpTikMedia@bradydcallahan
  35. 35. Indexing Pages @UpTikMedia@bradydcallahan
  36. 36. Finding Webpage(s) You Need @UpTikMedia@bradydcallahan
  37. 37. SEs Sort Pages Learn User Intent Source: http://searchengineland.com/library/schema-dot-org IMPORTANT: Schema.org markup helps search engines understand entities [your content] instead of just match words on a page with search terms [keyword stuffing].*
  38. 38. SEs Sort Pages Learn User Intent Source: http://searchengineland.com/google-hummingbird-172816
  39. 39. SEs Sort Pages Learn User Intent
  40. 40. SEs Sort Pages Learn User Intent
  41. 41. SEs Sort Pages Learn User Intent
  42. 42. SEs Sort Pages Learn User Intent
  43. 43. SEs Sort Pages Learn User Intent
  44. 44. SEs Sort Pages Learn User Intent @UpTikMedia@bradydcallahan
  45. 45. SEs Sort Pages Learn User Intent @UpTikMedia@bradydcallahan
  46. 46. SEs Sort Pages Learn User Intent @UpTikMedia@bradydcallahan
  47. 47. SEO in 1997 vs. SEO in 2014 @UpTikMedia@bradydcallahan
  48. 48. Search has changed…
  49. 49. A lot. @UpTikMedia These “snippets” get more attention than your typical “blue link” search result. A high-quality search result. More clicks per impression (click-through rate [CTR]) @bradydcallahan
  50. 50. A lot. @UpTikMedia@bradydcallahan
  51. 51. A lot. @UpTikMedia@bradydcallahan
  52. 52. A lot. @UpTikMedia@bradydcallahan
  53. 53. “Old” SEO Ranking Factors Ranking Factors Links On-Page Keywords @UpTikMedia@bradydcallahan
  54. 54. “New” SEO Ranking Factors Ranking Factors "Old" Factors Social Media Google+ Branding Referrals Web Mentions UX Local SEO Personalization Freshness Authority @UpTikMedia Source: http://moz.com/ugc/using-google-plus-a-guide-for-local-businesses @bradydcallahan
  55. 55. “New” SEO Ranking Factors Source: http://searchengineland.com/seotable
  56. 56. “New” SEO Ranking Factors Source: http://www.slideshare.net/randfish/the-seo-revolution-will-not-be-
  57. 57. An SEOs Responsibilities Today Image Source: moz.com
  58. 58. SEO is Everywhere Source: http://www.hubspot.com/inbound-marketing
  59. 59. 5 SEO Myths @UpTikMedia@bradydcallahan
  60. 60. 1) SEO is Simply “Gaming the System” Fun Fact: My boss… his name? Bart Simpson. Seriously. @UpTikMedia@bradydcallahan
  61. 61. 2) Anyone Can Do SEO Source: http://searchengineland.com/how-to-spot-crappy-seo-pitches-you-can- ignore-166865
  62. 62. 3) The More, The Merrier @UpTikMedia@bradydcallahan
  63. 63. 3) The More, The Merrier @UpTikMedia@bradydcallahan
  64. 64. 4) Buying Ads = Better Organic Performance @UpTikMedia@bradydcallahan
  65. 65. 5) SEO is Dead @UpTikMedia@bradydcallahan
  66. 66. 5) SEO is Dead @UpTikMedia@bradydcallahan
  67. 67. Why Should (You) Care? @UpTikMedia@bradydcallahan
  68. 68. SEO is Welcoming @UpTikMedia@bradydcallahan
  69. 69. SEO + Blogging = Match Made in Heaven @UpTikMedia Let me just try this… @bradydcallahan
  70. 70. SEO + Blogging = Match Made in Heaven ubersuggest.org @UpTikMedia@bradydcallahan
  71. 71. SEO + Blogging = Match Made in Heaven @UpTikMedia ubersuggest.org @bradydcallahan
  72. 72. SEO + Blogging = Match Made in Heaven @UpTikMedia Google Keyword Planner (AdWords) @bradydcallahan
  73. 73. SEO + Blogging = Match Made in Heaven @UpTikMedia@bradydcallahan
  74. 74. SEO + Blogging = Match Made in Heaven @UpTikMedia@bradydcallahan
  75. 75. SEO + Blogging = Match Made in Heaven TEST the success of your content on Reddit! But… @UpTikMedia@bradydcallahan
  76. 76. You Better Have THICK Skin… @UpTikMedia@bradydcallahan
  77. 77. SEO + Blogging = Match Made in Heaven @UpTikMedia Get Yoast’s SEO Plugin @bradydcallahan
  78. 78. Give Your “Personal Brand” A Boost! @UpTikMedia What’s my personal brand? @bradydcallahan
  79. 79. Give Your “Personal Brand” A Boost! @UpTikMedia (your name here) @bradydcallahan
  80. 80. Give Your “Personal Brand” A Boost! @UpTikMedia@bradydcallahan
  81. 81. Give Your “Personal Brand” A Boost! @UpTikMedia@bradydcallahan
  82. 82. Want to Learn SEO?  How Search Works – Google  Beginner's Guide to SEO – Moz  SEO Starter Guide - Google Webmasters  Learn SEO – SEOBook  What is SEO? – Point Blank SEO  Google&Bing Webmaster Blogs  Google Webmasters – YouTube  Search Engine Land  Moz Blog  Rand Fishkin, Danny Sullivan, Eric Enge, Dr. Pete  #SEOpub  Big SEO – Reddit  Webmaster World Forum  Google Algorithm Change History – Moz  Training & Certification – Google Analytics  Learn Google Webmaster Tools  Bing Webmaster Tools @UpTikMedia@bradydcallahan
  83. 83.  How Search Works – Google  Beginner's Guide to SEO – Moz  SEO Starter Guide - Google Webmasters  Learn SEO – SEOBook  What is SEO? – Point Blank SEO  Google&Bing Webmaster Blogs  Google Webmasters – YouTube  Search Engine Land  Moz Blog  Rand Fishkin, Danny Sullivan, Eric Enge, Dr. Pete  #SEOpub  Big SEO – Reddit  Webmaster World Forum  Google Algorithm Change History – Moz  Training & Certification – Google Analytics  Learn Google Webmaster Tools  Bing Webmaster Tools Want to Learn SEO? @UpTikMedia@bradydcallahan
  84. 84. Questions? @UpTikMedia@bradydcallahan
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