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SEO Decoded - Introduction to SEO (1)


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The first installment of SEO training via Search Decoder. Learn more at

SEO Decoded - Introduction to SEO (1)

  1. 1. SEO Decoded Introduction to SEO (1) What is SEO? Why is SEO important? Understanding SERP? Ranking Factors@SearchDecoder
  2. 2. SEO is about showing up
  3. 3. @SearchDecoder
  4. 4. 80% of consumers search fora product before purchasing it
  5. 5. The New Consumer Journey The Internet has fundamentally changed the way people find, discover, share, shop and connect with brands.In this day and age, consumers are making purchase decisions online before enteringthe store. The purchase decision is made in the Zero Moment of Truth.They search to find products, compare prices, check reviews and find store locations. @SearchDecoderProfero Agency Credentials 2012. Copyright © 2012-2013 Profero LLC 5
  6. 6. Your online assets exist to ‘show up’ across timeand platforms...It is why you built them Finds me Inspires me Connects me Search is a pull channel that Search is the key influencer of Search is the most effective lead generation and ROI makes the push media work purchase decisions channel for both B2C & B2B harder 52% 58% 43% Of business owners chose search if Of Internet users Of purchase they had to choose only one marketing search for a brand decisions begin on channel to put all their marketing in response to search engines budget into seeing a TV ad 53% Of web 80% Which channel makes the biggest impact on lead searchers Use search engines to find information about a generation? purchase as a result of a product before mobile search purchasing it SEO SEO 59% 49% 74% PPC PPC +50% Use search engines to find where they can 20% 25% Of mobile buy a specific product searchers are or brand offline local 1)  Thinkbox and Decipher, 2011 1)  GroupM, 2011 1)  MerchantCircle/, 2011 2)  Google ThinkTech, 2011 2)  eConsultancy, 2010 2)  Webmarketing 123, 2012Profero Agency Credentials 2012. Copyright © 2012-2013 Profero LLC 6
  7. 7. SEO is a big picture initiative @SearchDecoder
  8. 8. Search is a pull medium. It needs to besynergized with push media. Push marketing (aka outbound) is about interrupting what people are interested in Pull marketing (aka inbound) is about being what people are interested in @SearchDecoder
  9. 9. What is Inbound Marketing? Traffic Generation Audience Development Lead Generation Transactions @SearchDecoder
  10. 10. Benefits of Holistic Search TMProfero Most Linked @SearchDecoder
  11. 11. SEO is the inbound marketing channel withthe biggest impact on lead generationInbound Marketing has 62% lower CPL, according to HubSpot study.SEO makes the biggest impact on lead generation compared to PPCand Social . @SearchDecoder
  12. 12. Search Marketing DefinedSearch marketing is a form of Internet marketing that involves thepromotion of digital assets by increasing their visibility in search engineresults pages (SERPs) through organic optimization (SEO) as well asthrough paid advertising (SEM/PPC). @SearchDecoder
  13. 13. Understanding SERP
  14. 14. Organic vs. Paid Advertising Brands bid on these positions ! Paid 30% of Clicks 70% of Clicks Organic UNPAID Listings Based on relevancy of content !SEO@SearchDecoder
  15. 15. Rank Matters Google Heat Map 1st% Rank%1:%36.4%%% Rank%2:%12.5%%% 2nd% Rank%3:%9.5%%% 3rd% Rank%4:%7.9%%% Rank%5:%6.1%%% Rank%6:%4.1%%% Rank%7:%3.8%%% Rank%8:%3.5%%% Source: Optify Study, How the New Face of SERPs Has Altered the CTR Curve, 2011@SearchDecoder
  16. 16. Meta Tags & URL 1 2 3 1 Title: Include Primary & Secondary Keyword, Under 72 characters 2 URL Structure: Include Primary Keyword 3 Meta Description: Include Primary Keyword@SearchDecoder
  17. 17. Universal SearchOptimize all your online assets to achieve SERP domination@SearchDecoder
  18. 18. Social Search Search Graph & Bing rel=author & Google+Synergize SEO & Social Media@SearchDecoder
  19. 19. Search Engines
  20. 20. How search engines work? Website Searchenginespider Usersearchesforkeywords usingtheinterface Keywords Website @SearchDecoder
  21. 21. What is Google’s PageRank?PageRank is what Google uses to determine the importance of a web page. Its one ofmany factors used to determine which pages appear prominently in search results.Use SEOQuake browser plug-in to easily view PR and other SEO metrics. @SearchDecoder
  22. 22. Google is not aloneSearch engine market shareGoogle controls 65% market share in the US, and ~90% globallyBaidu has a strong presence in China, Yandex in Russia @SearchDecoder
  23. 23. Google punishes low quality content andlinksRecent Panda and Penguin algo updates has penalized sites who haveengaged in ‘spammy’ content creation and link building.Don’t chase the algorithm trying to find loopholes. Get in front of the algorithm. @SearchDecoder
  24. 24. Google & SEO: Symbiotic RelationshipA symbiotic relationship is between two entities which is mutually beneficial for theparticipants of the relationship.Thus there is a positive-sum gain from cooperation. @SearchDecoder
  25. 25. Googolopoly?Who can challenge Google?Facebook released the Graph Search and is winning ‘time spent’ onlineMicrosoft-Yahoo search alliance never gained tractionGoogle is like advertising at a store. Facebook is like advertising at a party. @SearchDecoder
  26. 26. Ranking Factors
  27. 27. Key ranking factors Authority PageRank Relevance Content Place Where you search Behaviour Search history Time When you search Friends Social signals @SearchDecoder
  28. 28. Authority: Backlinks & Social Shares Authority PageRank Authority! Search Decoder Tips Build high-quality backlinks Optimize anchor text Amplify social sharing @SearchDecoder
  29. 29. Relevance: Content & Keyword Mapping Relevance Content Keyword-Rich Content, URL & Code! Search Decoder Tips Optimize URL structure Map keywords to web pages Develop keyword-rich, targeted content @SearchDecoder Optimize site code
  30. 30. Time: Freshness of Content & PR Time When you Search Publishing time! Search Decoder Tips Develop a scable content strategy Emphasize freshness of content Optimize PR for SEO Develop & Optimize a Blog @SearchDecoder
  31. 31. Place: Local SEO & Maps Place Where you Search Search Location! Search Decoder Tips Optimize for Local SEO Optimize Google+ Local Page Develop citations & reviews @SearchDecoder
  32. 32. Behavior: Personalization Behaviour Search History Personalization option! Search Decoder Tips Integrate SEO with other channels Promote site & social bookmarking Focus on CTR & engagement @SearchDecoder
  33. 33. Friends: Social Graph Integration Friends Social Signals Google+ & rel=authorship! Search Decoder Tips Leverage rel=authorship Optimize Google+ profile Optimize Facebook profile Develop presence on all social channels @SearchDecoder
  34. 34. How to check ranking Enter keyword Localize domain Set language & location settings Set device preferencesDo not just search on your browser for a keyword. What you see are personalizedresults. Use Ad Preview Tool for unbiased results.Tools to check rankings: SEMRush, Webmaster Tools @SearchDecoder
  35. 35. @SearchDecoder Matthew Capala‘Search Decoder’