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SEO 101 - #DIGM365
UpTik Media
April 4th, 2014
Let Me Introduce Myself…
 Brady Callahan
 Lead SEO Strategist
 UpTik Media
 Lee Grad. in 2011
 Linkedin, Twitter
@UpTikMedia@bradydcallahan
What is SEO?
@UpTikMedia@bradydcallahan
Search Engine Optimization.
@UpTikMedia@bradydcallahan
(play video)
@UpTikMedia@bradydcallahan
Increasing the quality & quantity of
visitor traffic from search engines.
– Rand Fishkin
@UpTikMedia@bradydcallahan
On-Page
Off-Page
@UpTikMedia@bradydcallahan
Technical SEO
Why Search?
@UpTikMedia@bradydcallahan
@UpTikMedia@bradydcallahan
People use it.
@UpTikMedia@bradydcallahan
Technology & Innovation.
@UpTikMedia
predictive search
@bradydcallahan
Organic Search is Growing…
Source: http://www.slideshare.net/randfish/the-power-of-inbound-marketing
As Users, We’re Looking for…
@UpTikMedia@bradydcallahan
Pokemon.
Source: https://twitter.com/thejaredpowers/status/451405640217292801/photo/1
(that’s a joke)
Source: http://www.huffingtonpost.com/2014/03/31/google-maps-
Information (Know)
@UpTikMedia@bradydcallahan
Transactions (Do)
@UpTikMedia@bradydcallahan
Navigation (Go)
@UpTikMedia@bradydcallahan
Bad Search Results Make Us...
@UpTikMedia@bradydcallahan
 Results 5 & 6
 Result 9
@UpTikMedia@bradydcallahan
Bad Search Results Make Us...
@UpTikMedia@bradydcallahan
Bad Search Results Make Us...
@UpTikMedia@bradydcallahan
Why Search? Volume.
@UpTikMedia@bradydcallahan
Why Search? Volume.
@UpTikMedia
Marketing
funnel
@bradydcallahan
So, What Does Good SEO Look Like?
@UpTikMedia@bradydcallahan
More Organic Traffic (over time)
@UpTikMedia@bradydcallahan
$$$$$$$
@UpTikMedia@bradydcallahan
A Positive User Experience
@UpTikMedia@bradydcallahan
Social Sharing
Source: http://www.moz.com/blog/mozs-2013-year-in-review
Rankings
@UpTikMedia@bradydcallahan
Understanding Search Engines
@UpTikMedia@bradydcallahan
Googlebot Crawls the Web
@UpTikMedia@bradydcallahan
Indexing Pages
@UpTikMedia@bradydcallahan
Finding Webpage(s) You Need
@UpTikMedia@bradydcallahan
SEs Sort Pages Learn User Intent
Source: http://searchengineland.com/library/schema-dot-org
IMPORTANT: Schema.org markup helps search
engines understand entities [your content] instead of
just match words on a page with search terms
[keyword stuffing].*
SEs Sort Pages Learn User Intent
Source: http://searchengineland.com/google-hummingbird-172816
SEs Sort Pages Learn User Intent
SEs Sort Pages Learn User Intent
SEs Sort Pages Learn User Intent
SEs Sort Pages Learn User Intent
SEs Sort Pages Learn User Intent
SEs Sort Pages Learn User Intent
@UpTikMedia@bradydcallahan
SEs Sort Pages Learn User Intent
@UpTikMedia@bradydcallahan
SEs Sort Pages Learn User Intent
@UpTikMedia@bradydcallahan
SEO in 1997 vs. SEO in 2014
@UpTikMedia@bradydcallahan
Search has changed…
A lot.
@UpTikMedia
These
“snippets” get
more attention
than your typical
“blue link”
search result.
A high-quality
search result.
More clicks per
impression
(click-through
rate [CTR])
@bradydcallahan
A lot.
@UpTikMedia@bradydcallahan
A lot.
@UpTikMedia@bradydcallahan
A lot.
@UpTikMedia@bradydcallahan
“Old” SEO Ranking Factors
Ranking Factors
Links
On-Page
Keywords
@UpTikMedia@bradydcallahan
“New” SEO Ranking Factors
Ranking Factors
"Old" Factors
Social Media
Google+
Branding
Referrals
Web Mentions
UX
Local SEO
Personalization
Freshness
Authority
@UpTikMedia
Source: http://moz.com/ugc/using-google-plus-a-guide-for-local-businesses
@bradydcallahan
“New” SEO Ranking Factors
Source: http://searchengineland.com/seotable
“New” SEO Ranking Factors
Source: http://www.slideshare.net/randfish/the-seo-revolution-will-not-be-
An SEOs Responsibilities Today
Image Source: moz.com
SEO is Everywhere
Source: http://www.hubspot.com/inbound-marketing
5 SEO Myths
@UpTikMedia@bradydcallahan
1) SEO is Simply “Gaming the System”
Fun Fact:
My boss… his name?
Bart Simpson. Seriously.
@UpTikMedia@bradydcallahan
2) Anyone Can Do SEO
Source: http://searchengineland.com/how-to-spot-crappy-seo-pitches-you-can-
ignore-166865
3) The More, The Merrier
@UpTikMedia@bradydcallahan
3) The More, The Merrier
@UpTikMedia@bradydcallahan
4) Buying Ads = Better Organic Performance
@UpTikMedia@bradydcallahan
5) SEO is Dead
@UpTikMedia@bradydcallahan
5) SEO is Dead
@UpTikMedia@bradydcallahan
Why Should (You) Care?
@UpTikMedia@bradydcallahan
SEO is Welcoming
@UpTikMedia@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia
Let me just try this…
@bradydcallahan
SEO + Blogging = Match Made in Heaven
ubersuggest.org
@UpTikMedia@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia
ubersuggest.org
@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia
Google Keyword Planner
(AdWords)
@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia@bradydcallahan
SEO + Blogging = Match Made in Heaven
TEST the success of
your content on Reddit!
But…
@UpTikMedia@bradydcallahan
You Better Have THICK Skin…
@UpTikMedia@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia
Get Yoast’s SEO Plugin
@bradydcallahan
Give Your “Personal Brand” A Boost!
@UpTikMedia
What’s my personal brand?
@bradydcallahan
Give Your “Personal Brand” A Boost!
@UpTikMedia
(your name here)
@bradydcallahan
Give Your “Personal Brand” A Boost!
@UpTikMedia@bradydcallahan
Give Your “Personal Brand” A Boost!
@UpTikMedia@bradydcallahan
Want to Learn SEO?
 How Search Works – Google
 Beginner's Guide to SEO – Moz
 SEO Starter Guide - Google Webmasters
 Learn SEO – SEOBook
 What is SEO? – Point Blank SEO
 Google&Bing Webmaster Blogs
 Google Webmasters – YouTube
 Search Engine Land
 Moz Blog
 Rand Fishkin, Danny Sullivan, Eric Enge, Dr. Pete
 #SEOpub
 Big SEO – Reddit
 Webmaster World Forum
 Google Algorithm Change History – Moz
 Training & Certification – Google Analytics
 Learn Google Webmaster Tools
 Bing Webmaster Tools
@UpTikMedia@bradydcallahan
 How Search Works – Google
 Beginner's Guide to SEO – Moz
 SEO Starter Guide - Google Webmasters
 Learn SEO – SEOBook
 What is SEO? – Point Blank SEO
 Google&Bing Webmaster Blogs
 Google Webmasters – YouTube
 Search Engine Land
 Moz Blog
 Rand Fishkin, Danny Sullivan, Eric Enge, Dr. Pete
 #SEOpub
 Big SEO – Reddit
 Webmaster World Forum
 Google Algorithm Change History – Moz
 Training & Certification – Google Analytics
 Learn Google Webmaster Tools
 Bing Webmaster Tools
Want to Learn SEO?
@UpTikMedia@bradydcallahan
Questions?
@UpTikMedia@bradydcallahan

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