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  • 1. SEO What it is and what you need to know.John DohertyDistilled NYC JOHN DOHERTY DISTILLED NYC
  • 2. @dohertyjfJohn DohertySEO Consultant – Distilled!/dohertyjfSEO Consultant at Distilled NYC.Company Blog: Blog:
  • 3. @dohertyjf Before we talk about SEO, we need to talk about the online marketing landscape.
  • 4. @dohertyjfInbound MarketingSEO is not a full marketingstrategy. Rather, it is an integralpart of the online, and moreprecisely, inbound marketinglandscape, which encompassessocial, email, SEO, webinars,content, and so much more. This infographic illustrates it well: online-marketing-with-giant-infographic-11928
  • 5. @dohertyjf What is SEO (search engine optimization)?
  • 6. @dohertyjf SEO is: The process of improving the visibility of a website or a webpage in the search engines via “natural” or unpaid means. SEO involves using relevant keywords on a page and working to rank for those terms that are typed into the search engine.
  • 7. @dohertyjf In short, SEO is the way content gets found on the Internet
  • 8. @dohertyjf Better yet, SEO is the way that GREAT content gets found on the Internet.
  • 9. @dohertyjf Search Engine Statistics
  • 10. @dohertyjf Current spread of search engine market share according to Google owns 84% of the US search market.
  • 11. @dohertyjf Over 100 billion searches per month in 2009, according to Comscore
  • 12. @dohertyjf Many of the queries on Google are not “head terms”, but are rather longtail searches. So, we need strong domains and a lot of quality content to really win.
  • 13. @dohertyjf There are two kinds of listings in the search engines.
  • 14. @dohertyjf Paid and organic
  • 15. @dohertyjf But there are multiple verticals of search as well, and each requires different (yet related) tactics to rank well.
  • 16. @dohertyjf Regular organic (which is slowly getting less visibility)
  • 17. @dohertyjf Local listings (restaurants, doctors, etc)
  • 18. @dohertyjf Ecommerce search
  • 19. @dohertyjf Ecommerce in the search results
  • 20. @dohertyjf Images
  • 21. @dohertyjf Video SEO Presentation Articles
  • 22. @dohertyjf News Tips and Tricks
  • 23. @dohertyjf Blogs
  • 24. @dohertyjf And sometimes they all collide
  • 25. @dohertyjf And some more on the next page.
  • 26. @dohertyjf There are author photos showing.
  • 27. @dohertyjf And review stars and related searches.
  • 28. @dohertyjf And now, search is both universal and personal.
  • 29. @dohertyjf Familiar with Google+?
  • 30. @dohertyjf It is creeping into the search results.
  • 31. @dohertyjf You receive “normal” organic when you toggle the switch, or are not logged in.
  • 32. @dohertyjf But even then, they track you by IP address and other factors, like web browsing history.
  • 33. @dohertyjf In short, SEO has become complicated.
  • 34. @dohertyjfThe best place to get started
  • 35. @dohertyjf So why bother with SEO/online marketing at all?
  • 36. @dohertyjf Ranking high is quite important
  • 37. @dohertyjf If you build it, they won’t necessarily come. Image source
  • 38. @dohertyjfFirst position (usually) gets the traffic The first position gets on average, according to this study by Slingshot SEO, 18.2% of the clicks for that search. Then the number decreases: Position 2: 10.05% Position 3: 7.22% Position 4: 4.81% Position 5: 3.09% Position 6: 2.76% Position 7: 1.88%
  • 39. @dohertyjf The SEO industry is growing.
  • 40. @dohertyjfThe SEO IndustryAccording to Forrester Research,interactive (online) marketingspend will grow from $34.5 billionin 2011 to $76.6 billion in 2016.Currently, about $3.2b per year isspent on SEO/inbound marketing,and will grow to $5.1b by 2014.. Said simply, it’s growing fast because people are seeing an increased ROI. According to this:
  • 41. @dohertyjfOnline Marketing SpendAccording to this survey of 939 marketing professionals, over 90% of businesses plan tomaintain or increase their online marketing spend. This includes paid search as well. Said simply, it’s growing fast because people are seeing an increased ROI. According to this:
  • 42. @dohertyjfOnline Marketing Spend Over half plan to increase SEO/PPC spend. Almost 60% plan to increase email marketing spend, and almost the same amount plan to increase spend on social media.
  • 43. @dohertyjf How does SEO work?
  • 44. @dohertyjf Many different areas on and around a website affect SEO/traffic from organic means.
  • 45. @dohertyjf In short, the more and better links you have from other websites to your site, the stronger your site will be and the better your content will rank.
  • 46. @dohertyjfGoogle operates off Pagerank Pagerank is the link analysis algorithm off of which Google bases its rankings. Other search engines have similar algorithms. The higher your Pagerank, the stronger your site is considered and the better chance your content has of ranking.
  • 47. @dohertyjfBut we do not know Pagerank Domain Authority is SEOmozs calculated metric for how well a given domain is likely to rank in Google.coms search results. It is based off of the Linkscape web index and includes link counts, mozRank, mozTrust, and dozens more. The stronger the site, the better content will rank. So we use Domain and Page authority Domain Authority Definition
  • 48. @dohertyjfPage Authority Page Authority is SEOmozs calculated metric for how well a given webpage is likely to rank in Google.coms search results. It is based off of the Linkscape web index and includes link counts, mozRank, mozTrust, and dozens more. The stronger the page, based off the different metrics, the better it could rank. Page Authority definition
  • 49. @dohertyjf But all this means nothing if you do not have quality content on your site that can rank for these terms AND that keeps your customers happy when they find your site.
  • 50. @dohertyjf Onsite factors
  • 51. @dohertyjfContentBetter content, often timescontent that is not timely (we callit evergreen), tends to get morevisits. If you want to rank betterfor more, create better content.The better your content is, thebetter the search engines will rankit, and the more links you will beable to get to it.
  • 52. @dohertyjf Mixed forms of media get the most links as well.
  • 53. @dohertyjf The site structure determines how well search crawlers can access your content.
  • 54. @dohertyjf Page titles
  • 55. @dohertyjf Design has a correlated effect (not causative, but influences user happiness)
  • 56. @dohertyjf No one wants to look at this.
  • 57. @dohertyjf All of this influences the share-ability of your site on social networks.
  • 58. @dohertyjfSocial Signals are well correlated torankings While social might not influence rankings directly, it can drive traffic and is present in a lot of sites that rank well.
  • 59. @dohertyjf Winning online today takes creating real value for your customers. To do this in a way that also benefits your SEO by earning you high-quality links, high quality linkable assets must be created.
  • 60. @dohertyjf The content that does well online
  • 61. @dohertyjfUnique (
  • 62. @dohertyjfComprehensive(
  • 63. @dohertyjfFunny (
  • 64. @dohertyjfInstructional (
  • 65. @dohertyjf Types of content that do well online today
  • 66. @dohertyjfAwards This page has 1,112 linking root domains. That’s a powerful page!
  • 67. @dohertyjfData Visualizations map/index.html This visualization got 14.3k tweets, 26k likes, and 316 linking root domains.
  • 68. @dohertyjfInfographics This infographic has received at least 210 linking root domains.
  • 69. @dohertyjfWhitepapers The Hubspot whitepapers page has received 95 linking root domains, and each whitepaper has gotten more of its own.
  • 70. @dohertyjfResource Guides This online safety guide (, which is not even that attractive, has received 246 linking root domains.
  • 71. @dohertyjfEverything can be an asset today Our Distilled people page flips the person’s photo when you mouse over it.
  • 72. @dohertyjfEverything can be an asset today Our Distilled 404 page went hot on Reddit in September and drove almost 100k visits to our site.
  • 73. @dohertyjf Guess which day it was popular.
  • 74. @dohertyjf The point is, everything can be linked to. Creating content that is unique and buzzworthy is the way forward, in every industry, online.
  • 75. @dohertyjf Offsite factors (link acquisition)
  • 76. @dohertyjfYou have to do outreachAnd usually, outreach is a combination of allcan the above.different forms. Sometimes Outreach of take many it is through emailing bloggers, sometimes it is PR, sometimes it is through interviews, sometimes it is through guest content.
  • 77. @dohertyjfThe kinds of links you want The general rule of the links you want is: From reputable domains; In article is better than sitewide; Relevant text in the link back to your site; The harder the link is to acquire, the more valuable it is (harder to replicate, and from stronger domains) And usually, outreach is a combination of all of the above.
  • 78. @dohertyjfThink of linkbuilding as branding too If you care about your company and your brand, you should think about where you want links placed. The best links are the ones that not only pass strength to your site, but also get you referral traffic and get you in front of your target audience. Think to yourself: where is your ideal link from? A good post on it:
  • 79. @dohertyjfLinkbranding takes workI would rather have one link from than100 links put into the comments of websites by anautomated process.The Time link will get you:• A very strong link• Brand visibility• Referral traffic
  • 80. @dohertyjfSpamming is riskyNot only is spamming comments and buying linksfrom sites becoming a less effective strategy, and it ismore expensive long-term than building high-qualitylinkable assets, it also puts you at risk for penaltiesfrom Google which can literally kill your searchengine visibility.Read about what happened to JCPenney in 2011.
  • 81. @dohertyjfYou want to be proud of your brand, right?
  • 82. @dohertyjf What does SEO get you?
  • 83. @dohertyjf Inbound marketing has a lower cost per lead than outbound marketing g.pdf
  • 84. @dohertyjf This is why companies are decreasing spend on outbound marketing, and spending more online.
  • 85. @dohertyjf The more you invest in SEO, the better your leads and conversion rates are.
  • 86. @dohertyjf Not to mention more traffic
  • 87. @dohertyjf And ultimately more business
  • 88. Thank You Questions?John DohertyDistilled NYC JOHN DOHERTY