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An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
An Introduction to SEO: Marketing Principles
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An Introduction to SEO: Marketing Principles

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An explanation of the basic principles of SEO for students at SUNY Plattsburgh and how SEO fits into the marketing mix. Descriptions of what SEO is, how search engines determine rankings, 2 main …

An explanation of the basic principles of SEO for students at SUNY Plattsburgh and how SEO fits into the marketing mix. Descriptions of what SEO is, how search engines determine rankings, 2 main factors for SEO, and how SEO fits into a traditional marketing mix.

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Transcript

  • 1. SEO: A Brief Overview MARKETING PRINCIPLES: MKE 290 2.3.2014
  • 2. Emma Still • SEO Associate - SEER • @mmstll • linkedin.com/in/emmastill/ • Plattsburgh Alum
  • 3. • Agency: Analytics, PPC, & SEO • 2 Offices in Philadelphia • Expansion to San Diego, CA • ~65 Full Time Employees • Philly 100 & Philly Best Places to Work • @SEERInteractive
  • 4. Why I’m here
  • 5. Why I’m here SEO? WTF?
  • 6. Learning SEO THE BUSINESS OF SEARCH
  • 7. 7
  • 8. What is SEO? SEARCH ENGINE OPTIMIZATION 8
  • 9. SEO is about getting found.
  • 10. Where we want to be © 2014 SEER Interactive | All Rights Reserved
  • 11. How do search engines determine rankings? Using a computer-based algorithm, Google calculates a website’s relevancy, quality & authority when determining where to rank a website for a given query. This algorithm can be updated up to 500 times per year. © 2014 SEER Interactive | All Rights Reserved
  • 12. How do search engines determine rankings? Remember: There is no person actually reviewing your site to determine where it should be ranked. © 2014 SEER Interactive | All Rights Reserved
  • 13. Search Engine’s Goal
  • 14. Search Engine’s Goal PROVIDE THE BEST USER EXPERIENCE POSSIBLE
  • 15. Google’s Goal • RELEVANCY
  • 16. Google’s Goal • RELEVANCY • QUALITY
  • 17. Google’s Goal • RELEVANCY • QUALITY • AUTHORITY
  • 18. What is SEO? 18
  • 19. What is SEO? An SEO’s job is to understand what Google deems relevant, quality and authoritative to make good choices that will increase rankings in the search engines. 19
  • 20. “So how do you get a website to rank?” 20
  • 21. 2 Primary Elements • On-Page factors • Off-Page factors
  • 22. On-Page SEO
  • 23. On-Page SEO THE FACTORS THAT HELP GOOGLE FIND YOUR WEBSITE
  • 24. On Page SEO Factors • Keywords (RELEVANCY) – Identify what people are likely to search for when looking for your website – Keyword research
  • 25. Keywords Example: Write down what you would type in to Google to find the items above. © 2014 SEER Interactive | All Rights Reserved
  • 26. Keywords Example: Mid ring Midi ring Knuckle ring Mid knuckle ring Half finger rings © 2014 SEER Interactive | All Rights Reserved Champagne glass Champagne flute Wine glass Sparkling wine glasses Toasting flutes Champagne stemware Glass champagne flutes
  • 27. On Page SEO Factors • Architecture (QUALITY) – How your website is built – Page load time – Internal structure – Correct URLs/Links
  • 28. On Page SEO Factors • Page Content (RELEVANCY & QUALITY) – Copy – Page titles & headers – URL names – Internal links
  • 29. If there is one thing to remember about On-Page SEO …and this presentation: 29
  • 30. DON’T MAKE CRAPPY CONTENT © 2014 SEER Interactive | All Rights Reserved
  • 31. Content is King • Google rewards websites whose content is – Quality – Unique – Relevant – Informative – Adds value
  • 32. Don’t do this © 2014 SEER Interactive | All Rights Reserved
  • 33. …or this © 2014 SEER Interactive | All Rights Reserved
  • 34. Do more like this © 2014 SEER Interactive | All Rights Reserved
  • 35. …and this © 2014 SEER Interactive | All Rights Reserved
  • 36. Off-Page SEO
  • 37. Off-Page SEO BEST KNOWN AS LINK BUILDING
  • 38. What is link building? 38
  • 39. What is link building? Link building is the process of getting other websites to link to your website. © 2014 SEER Interactive | All Rights Reserved
  • 40. Why is link building important? 40
  • 41. Links connect the Internet. 41
  • 42. Links = Authority 42
  • 43. Authority = Trust 43
  • 44. Trust = Rankings 44
  • 45. Rankings = ? 45
  • 46. Off-Page SEO: Link Building When another website links to your website, Google sees this as a vote of confidence for your website. © 2014 SEER Interactive | All Rights Reserved
  • 47. Off-Page SEO: Link Building Not all links are created equal. © 2014 SEER Interactive | All Rights Reserved
  • 48. Off-Page SEO: Link Building > Quality of Links © 2014 SEER Interactive | All Rights Reserved > Quantity of Links
  • 49. So how do you build links? 49
  • 50. How do you build links? By creating quality content © 2014 SEER Interactive | All Rights Reserved
  • 51. How do you build links? By building relationships © 2014 SEER Interactive | All Rights Reserved
  • 52. How do you build links? By treating a website like a potential business partner © 2014 SEER Interactive | All Rights Reserved
  • 53. #RCS (real company stuff) • Example: http://rcs.seerinteracti ve.com/money/ • 10k Tweets • 14k Facebook shares • 800 websites have linked to this
  • 54. SEO Takes Time When are you “done”? How do you know you’ve reached your goal? © 2014 SEER Interactive | All Rights Reserved
  • 55. Where does SEO fit in to marketing?
  • 56. SEOs need to make friends
  • 57. SEOs need to make friends • • • • • • IT PR Social media Designers & Developers Copywriters Compliance
  • 58. Questions? LUNCHEON 12-1:15 HERMES CONFERENCE ROOM

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