Introduction to SEO: New Media Marketing

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A lecture on the basics of on-page and off-page SEO from Emma Still of SEER Interactive, to students at Drexel University in Philadelphia.

January 17, 2014 - #DrexelNMM

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Introduction to SEO: New Media Marketing

  1. 1. SEER Interactive SEO: A BRIEF OVERVIEW 1.17.2014
  2. 2. Emma Still • SEO Associate - SEER • @mmstll • linkedin.com/in/emmastill/
  3. 3. • Agency: Analytics, PPC, & SEO • 2 Offices in Northern Liberties • Expansion to San Diego, CA • ~65 Full Time Employees • Philly 100 & Philly Best Places to Work • @SEERInteractive
  4. 4. Learning SEO THE BUSINESS OF SEARCH
  5. 5. What is SEO? 5
  6. 6. SEO is about getting found.
  7. 7. Where we want to be © 2014 SEER Interactive | All Rights Reserved
  8. 8. 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
  9. 9. 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
  10. 10. Google’s Goal • RELEVANCY
  11. 11. Google’s Goal • RELEVANCY • QUALITY
  12. 12. Google’s Goal • RELEVANCY • QUALITY • AUTHORITY
  13. 13. What is SEO? 13
  14. 14. 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. 14
  15. 15. “So how do you get a website to rank?” 15
  16. 16. 2 Primary Elements • On-Page factors • Off-Page factors
  17. 17. On-Page SEO
  18. 18. On-Page SEO THE FACTORS THAT HELP GOOGLE FIND YOUR WEBSITE
  19. 19. On Page SEO Factors • Keywords (RELEVANCY) – Identify what people are likely to search for when looking for your website – Keyword research
  20. 20. Keywords Example: Write down what you would type in to Google to find the items above. © 2014 SEER Interactive | All Rights Reserved
  21. 21. 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
  22. 22. On Page SEO Factors • Architecture (QUALITY) – How your website is built – Page load time – Internal structure – Correct URLs/Links
  23. 23. On Page SEO Factors • Page Content (RELEVANCY & QUALITY) – Copy – Page titles & headers – URL names – Internal links
  24. 24. If there is one thing to remember about On-Page SEO …and this presentation: 24
  25. 25. DON’T MAKE CRAPPY CONTENT © 2014 SEER Interactive | All Rights Reserved
  26. 26. Content is King • Google rewards websites whose content is – Quality – Unique – Relevant – Informative – Adds value
  27. 27. Don’t do this © 2014 SEER Interactive | All Rights Reserved
  28. 28. …or this © 2014 SEER Interactive | All Rights Reserved
  29. 29. Do more like this © 2014 SEER Interactive | All Rights Reserved
  30. 30. …and this © 2014 SEER Interactive | All Rights Reserved
  31. 31. Off-Page SEO
  32. 32. Off-Page SEO BEST KNOWN AS LINK BUILDING
  33. 33. What is link building? 33
  34. 34. What is link building? Link building is the process of getting other websites to link to your website. © 2014 SEER Interactive | All Rights Reserved
  35. 35. Why is link building important? 35
  36. 36. Link building = Authority 36
  37. 37. Authority = Trust 37
  38. 38. Trust = Rankings 38
  39. 39. Rankings = ? 39
  40. 40. 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
  41. 41. Off-Page SEO: Link Building Not all links are created equal. © 2014 SEER Interactive | All Rights Reserved
  42. 42. Off-Page SEO: Link Building Google will trust your site more if other trustworthy (authoritative) sites are linking to you. © 2014 SEER Interactive | All Rights Reserved
  43. 43. Off-Page SEO: Link Building > Quality of Links © 2014 SEER Interactive | All Rights Reserved > Quantity of Links
  44. 44. So how do you build links? 44
  45. 45. How do you build links? By building relationships © 2014 SEER Interactive | All Rights Reserved
  46. 46. How do you build links? By treating a website like a potential business partner © 2014 SEER Interactive | All Rights Reserved
  47. 47. How do you build links? By creating quality content © 2014 SEER Interactive | All Rights Reserved
  48. 48. #RCS (real company stuff) • Example: http://fantasyfootball.s portsunlimitedinc.com / • 600 Tweets • 300 Facebook shares • 20 websites linking
  49. 49. #RCS (real company stuff) • Example: http://rcs.seerinteracti ve.com/money/ • 10k Tweets • 14k Facebook shares • 800 websites have linked to this
  50. 50. SEO Takes Time © 2014 SEER Interactive | All Rights Reserved
  51. 51. Social Media AND ITS ROLE IN SEO
  52. 52. Social Media & SEO • Social signals do not impact organic rankings… yet.
  53. 53. How does social fit with SEO? 53
  54. 54. Social Media & SEO When signed into Google+, you have access to personal results that include privately shared content from people in your circles. © 2014 SEER Interactive | All Rights Reserved
  55. 55. How does social fit with search? • Identify influencers • Build relationships to create awareness • Understand audience’s content needs
  56. 56. How does social fit with search? • Identify influencers • Build relationships to create awareness • Understand audience’s content needs
  57. 57. How does social fit with search? • Our asset (content) • Want others to link to it – Increase trust signals to Google
  58. 58. How does social fit with search? • Identify influencers – I want to find a writer at Palate Press to promote a wine infographic • Build relationships to create awareness • Understand audience’s content needs
  59. 59. How does social fit with search? • Ed Dawson is a columnist – Strong social influence – Has his own blog
  60. 60. How does social fit with search? • Identify influencers • Build relationships to create awareness • Understand audience’s content needs
  61. 61. Build relationships LEVERAGE INDUSTRY INFLUENCERS SOCIAL REACH TO ALLOW MORE PEOPLE TO VIEW OUR CONTENT 61
  62. 62. The more people that view our content, the stronger the likelihood we can build more links and AUTHORITY. 62
  63. 63. How do we build relationships? 63
  64. 64. Stalking. 64
  65. 65. Stalking Evan • What does he write about? • What does he tweet about? • What does he talk about? • How does what you have to offer fit in with that? • WHAT’S IN IT FOR HIM?
  66. 66. Stalking Evan • Evan wrote an article defending “Top 100” wine lists. • This is exactly what we are offering.
  67. 67. Building Relationships Convince Evan that our content is just as worthwhile and see the SEO benefit: • Get a link on a relative, authoritative website – Google’s trust = rankings • Other bloggers who follow him may link from their blogs – More links = more trust = stronger rankings – Stronger rankings = more business © 2014 SEER Interactive | All Rights Reserved
  68. 68. Real Client Example © 2014 SEER Interactive | All Rights Reserved
  69. 69. Real Client Example © 2014 SEER Interactive | All Rights Reserved
  70. 70. Real Client Example © 2014 SEER Interactive | All Rights Reserved
  71. 71. Real Client Example © 2014 SEER Interactive | All Rights Reserved
  72. 72. Real Client Example © 2014 SEER Interactive | All Rights Reserved
  73. 73. Real Client Example © 2014 SEER Interactive | All Rights Reserved
  74. 74. Real Client Example © 2014 SEER Interactive | All Rights Reserved
  75. 75. Real Client Example © 2014 SEER Interactive | All Rights Reserved
  76. 76. Real Client Example © 2014 SEER Interactive | All Rights Reserved
  77. 77. Real Client Example © 2014 SEER Interactive | All Rights Reserved
  78. 78. Practice • Brand > Challenge > Tactic • Example: Your tactic is to build a mobile app. How can SEO help you market your mobile app to increase use of the app and further the awareness objectives of your brand? – What SEO tactic did you choose? (content, architecture, link building?) – Why did you choose that tactic? – How will that tactic help achieve overall awareness objectives • Take 10 to work out ideas with your group • Each team will have 2-3 minutes to present their ideas © 2014 SEER Interactive | All Rights Reserved
  79. 79. Questions?

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