The Fundamentals of SEO

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This was a deck I created in my last semester of college. My plan was to market an SEO course to freshmen and sophomores, using this deck to drive the discussion. I never ended up teaching the course but decided to post this deck to my blog 7 months later.

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  • ADD Click through rates page 8 seomoz- finacial incentive
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  • The Fundamentals of SEO

    1. 1. The Fundamentals of SEO Brendan Cottam @bjcottam
    2. 2. This is how I felt 3 months into learning SEO.
    3. 3. Now that I built a foundation, learning SEO is fun!
    4. 4. Why is search important? Average searches per day 5,000,000,000 4,500,000,000 4,000,000,000 3,500,000,000 3,000,000,000 2,500,000,000 Average searches per day 2,000,000,000 1,500,000,000 1,000,000,000 500,000,000 0 1998 2000 2007 2008 2009 2010 2011 http://www.statisticbrain.com/google-searches/
    5. 5. Interactive marketing will reach $77 billion in 2016…
    6. 6. …this spend will represent 26% of all advertising budgets combined http://blogs.forrester.com/shar_vanboskirk/11-08-24interactive_marketing_spend_will_near_77_billion_by_2016
    7. 7. Let’s Distinguish SEO and PPC Paid Results Organic Results
    8. 8. SEO is… Increasing a websites visibility through search engines
    9. 9. Major search engines and sending traffic worldwide 90.62% of traffic 3.72% of traffic 3.78% of traffic http://moz.com/beginners-guide-to-seo/how-people-interact-with-search-engines
    10. 10. 3 Functions of search engines 1. Crawling 2. Indexing 3. Ranking
    11. 11. Saw Hello To… …They navigate the web by crawling pages
    12. 12. BTW, the web is made up of 30 trillion pages, and it is constantly growing http://www.google.com/insidesearch/howsearchworks/thestory/
    13. 13. After a page is crawled, search engines index webpages and add them to servers
    14. 14. Then…search engines rank pages in order to return relevant information to the consumer (you!)
    15. 15. In the previous slide, was a result for “sweet twitter bios.” Included in the results was an old post I wrote. In this case: 1. Google bot crawled the page 2. The page was indexed in the Google servers 3. Google began ranking the page for the term “sweet twitter bios”
    16. 16. 3 types of search queries a user can type in
    17. 17. This is a transactional query Paid Results Organic Results
    18. 18. This is a navigational query A search that implies a specific online destination
    19. 19. This is an informational query
    20. 20. Ok sweet, now how do I do SEO
    21. 21. Keyword Research Get into the mind of your potential customers, and think about what they are searching for to find what your business offers. Use Mergewords to collect all permutations of a given phrase. Use Keyword Planner to find search volume for given phrases.
    22. 22. Head Terms vs. Long Tail Terms http://www.seomoz.org/beginners-guide-to-seo/keyword-research
    23. 23. On Page Elements http://moz.com/beginners-guide-to-seo/basics-of-search-engine-friendly-design-anddevelopment
    24. 24. Off page - Link Building A link from another site is like a vote in the eyes of Google
    25. 25. Questions?

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