What is SEO and how is it a career?


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This presentation was given to college students interested in learning what search engine optimization is, and how it can be a career.

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What is SEO and how is it a career?

  1. 1. WHAT IS SEARCH ENGINE OPTIMIZATION? And How is it a Career? Mike Hanson
  2. 2. Defining Search Engine Optimization • Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in natural search results. • Content is more visible in search engines when a website: – can be efficiently crawled and indexed – contains content users desire – is properly marketed to users through link building and content distribution
  3. 3. Anatomy of a SERP (Search Engine Result Page) 35% Paid Listings (SEM) Paid Listings (SEM) Organic Listings (SEO) 17% 11% #1 position averages 35% of all clicks from 1 search query. Top 3 positions = 63%. Ads on top average 22% total.
  4. 4. By The Numbers  Google offers detailed data insight into search volume for free.  Yahoo and Bing do not offer insights to search volume.  Google owns approximately 66% of the search engine market share, while Bing has 16% and Yahoo has 12%.
  5. 5. ABCs of SEO  Search engines use advanced algorithms to determine the order and placement of websites for keywords that are submitted on search engines.  While complex and continuously evolving, the practice of SEO can be categorized into four core pillars (Architecture, Backlinks, Content, Social Media). Continued focus in these fundamental areas are critical for sustained performance and incremental success. ARCHITECTURE Technical optimization to ensure search engines can easily “crawl” content and understand page elements.  Platform / CMS / Templates  URL Structures, Source Code  Site Migrations, Retiring Content A BACKLINKS Link building to ensure external websites and 3rd party sources relevant to a particular query are linking to BAC.com pages.  Press Releases, Partners / Sponsors, Articles, Directories  Viral Content & Infographics B CONTENT Content optimization to ensure “readable” text includes relevant keywords and themes that reflect consumer voice and need.  Product / Service pages  Education and engagement  Relates to search engine and consumer, drives conversion C SOCIAL MEDIA Facebook, Twitter, Google+, YouTube are influencing content discovery through sharing, voting and social commenting signals  On-site social sharing buttons  Content creation, promotion, sharing and voting in social spaces S
  6. 6. Search Engine Ranking Algorithms  Search engine spiders have to crawl and sort the web, and then select and rank the content that is considered the most relevant and useful to a searcher based on the search query.  To do this, search engine algorithms apply a complex set of rules, or a series of unique formulas, to determine the significance of any particular web document.  Each search engine has its own set of ever changing rules.
  7. 7. Content• Determines the relevancy of a page to a query • Quality content affects Off Page factors, which in turn can affect rankings • Keywords – Terms which can be included within content and are relevant to the nature of the page – Can be included in various elements of website On Page SEO Factors
  8. 8. On Page SEO Factors • Meta (Page) Title – One of the most influential elements of on-page SEO – Informs the search engines about the subject of a webpage • Meta Description – Concise description of webpage – Not a ranking Factor but important for click-through rate within SERPs Meta Description Meta Title
  9. 9. • Heading Tags (H1, H2, H3, etc.) – Distributes the value of content within a hierarchy, whose topic reflects the title of the page. • Internal Linking – Embedding links to other website pages within the page content. On Page SEO Factors H1H2 H3 H3
  10. 10. • URL Structure Complex URL http://www.example-1.com/br904/kw=4316?&item-photo1 – Very difficult to determine the nature of the page – Crawlers have a hard time deciphering Clean URL http://www.example-2.com/brand/keyword – More comprehendible – Improves user experience – Improves crawlibility On Page SEO Factors
  11. 11. • Site Architecture - Where and how long does it take to get to a page? – Authority and value are disbursed based upon level and location – Spiders see lower level pages as less valuable On Page SEO Factors 11 / ©2012 , Inc. All rights reserved. Authority
  12. 12. Off Page SEO Factors • Link Building – Securing inbound links to website from high quality and topically relevant sources – Links need to have relevance, authority, trust and diversity to help with SEO efforts – Search engines place more value on particular pages and websites – Increased referral traffic
  13. 13. Off Page SEO Factors • Content worth sharing – Videos – Articles – Widgets/Tools  Social Media – Social Signals – Community Engagement & Sharing  Bad neighborhoods – Groups of bad links – Authority – Trust
  14. 14. Misconceptions of SEO • Google Adwords & Paid Listings – Organic v. Paid • Developers and Designers – Coding guru and Photoshop extraordinaire • Simplicity – Keyword stuff and submit links to thousands of sites • Spammers – Manipulators v. Influencers • SEO is Dead (R.I.P) – More competitive and evolving
  15. 15. Common Job Responsibilities  Research & Analysis  Keyword Research  Site Obstacle Analysis  Competitive Assessment  Backlink Analysis  Strategic Planning & Execution  Keyword Selection  Page Optimization  Backlink Strategy Development  Backlink Strategy Execution  Reporting & Analytics  Visibility Reporting  ROI Reporting  Status Reporting & Presentations
  16. 16. Where You Can Be Employed Agency - A company that provides SEO services to another organization.  Entry level opportunities  Ability to work across multiple clients and multiple industries  Knowledge sharing/support from other SEO experts and proprietary tools  Room for professional growth  Narrow job focus In-house - Many companies employ in-house SEO strategists.  Choose the brand you represent  Ability to execute recommendations easier  Gain experience/knowledge in other online areas  Become an expert in a specific industry Independent – Work as an independent contractor or start your own company.  Flexible  Work with small businesses  Very risky financially
  17. 17. Is SEO Right For You? PROs of SEO  Not Specific to a Certain College Degree  Entry Level Opportunities  High Demand for Jobs  Jobs Available in Most Geographical Locations  Competitive Salary  Ability to Work Remotely (Job Specific)  Flexible Hours (Job Specific)  Caters to a Variety of Skills & Personality Traits  Can Work in Any Industry  Can Lead to a Number of Other Online and/or Marketing Careers CONs of SEO • Dependent upon Search Engines • Rapid Industry Changes • Long Hours • The Internet is 24/7 • Requires Patience to see SEO Results • Can Get Repetitive • Lack of Understanding of Role from Industry Outsiders • Mostly Heads Down Work • Constant Screen Time
  18. 18. End http://www.linkedin.com/in/mikehansonseo/