SEO: A Brief
Overview

MARKETING PRINCIPLES: MKE 290
2.3.2014
Emma Still
• SEO Associate - SEER
• @mmstll
• linkedin.com/in/emmastill/

• Plattsburgh Alum
• Agency: Analytics,
PPC, & SEO
• 2 Offices in
Philadelphia
• Expansion to San
Diego, CA
• ~65 Full Time
Employees
• Phill...
Why I’m here
Why I’m here
SEO? WTF?
Learning SEO

THE BUSINESS OF SEARCH
7
What is SEO?

SEARCH ENGINE OPTIMIZATION

8
SEO
is about
getting
found.
Where we want to be

© 2014 SEER Interactive | All Rights Reserved
How do search engines determine rankings?

Using a computer-based algorithm, Google calculates a
website’s relevancy, qual...
How do search engines determine rankings?

Remember: There is no person actually reviewing your site to
determine where it...
Search Engine’s Goal
Search Engine’s Goal

PROVIDE THE BEST USER EXPERIENCE
POSSIBLE
Google’s
Goal
• RELEVANCY
Google’s
Goal
• RELEVANCY
• QUALITY
Google’s
Goal
• RELEVANCY
• QUALITY
• AUTHORITY
What is SEO?

18
What is SEO?

An SEO’s job is to understand what Google deems
relevant, quality and authoritative to make good choices
tha...
“So how do you get a
website to rank?”

20
2 Primary
Elements
• On-Page factors
• Off-Page factors
On-Page SEO
On-Page SEO

THE FACTORS THAT HELP GOOGLE FIND YOUR
WEBSITE
On Page
SEO Factors
• Keywords
(RELEVANCY)
– Identify what
people are likely to
search for when
looking for your
website
–...
Keywords Example:

Write down what you would type in to Google to find the
items above.
© 2014 SEER Interactive | All Righ...
Keywords Example:

Mid ring
Midi ring
Knuckle ring
Mid knuckle ring
Half finger rings
© 2014 SEER Interactive | All Rights...
On Page
SEO Factors
• Architecture
(QUALITY)
– How your website
is built
– Page load time
– Internal structure
– Correct U...
On Page
SEO Factors
• Page Content
(RELEVANCY &
QUALITY)
– Copy
– Page titles &
headers
– URL names
– Internal links
If there is one thing to
remember about On-Page
SEO
…and this presentation:

29
DON’T MAKE CRAPPY CONTENT

© 2014 SEER Interactive | All Rights Reserved
Content is
King
• Google rewards
websites whose
content is
– Quality
– Unique
– Relevant
– Informative
– Adds value
Don’t do this

© 2014 SEER Interactive | All Rights Reserved
…or this

© 2014 SEER Interactive | All Rights Reserved
Do more like this

© 2014 SEER Interactive | All Rights Reserved
…and this

© 2014 SEER Interactive | All Rights Reserved
Off-Page SEO
Off-Page SEO

BEST KNOWN AS LINK BUILDING
What is link building?

38
What is link building?

Link building is the process of getting other websites to link
to your website.
© 2014 SEER Intera...
Why is link building
important?

40
Links connect the Internet.

41
Links = Authority

42
Authority = Trust

43
Trust = Rankings

44
Rankings = ?

45
Off-Page SEO: Link Building

When another website links to your website, Google sees this
as a vote of confidence for your...
Off-Page SEO: Link Building

Not all links are created equal.

© 2014 SEER Interactive | All Rights Reserved
Off-Page SEO: Link Building

>
Quality of Links

© 2014 SEER Interactive | All Rights Reserved

>

Quantity of Links
So how do you build links?

49
How do you build links?

By creating quality content

© 2014 SEER Interactive | All Rights Reserved
How do you build links?

By building relationships

© 2014 SEER Interactive | All Rights Reserved
How do you build links?

By treating a website like a potential business partner

© 2014 SEER Interactive | All Rights Res...
#RCS (real

company stuff)
• Example:
http://rcs.seerinteracti
ve.com/money/
• 10k Tweets
• 14k Facebook shares
• 800 webs...
SEO Takes Time

When are you “done”?
How do you know you’ve reached your goal?
© 2014 SEER Interactive | All Rights Reserv...
Where does SEO fit in to
marketing?
SEOs need to
make friends
SEOs need to
make friends
•
•
•
•
•
•

IT
PR
Social media
Designers & Developers
Copywriters
Compliance
Questions?

LUNCHEON 12-1:15
HERMES CONFERENCE ROOM
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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 factors for SEO, and how SEO fits into a traditional marketing mix.

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An Introduction to SEO: Marketing Principles

  1. 1. SEO: A Brief Overview MARKETING PRINCIPLES: MKE 290 2.3.2014
  2. 2. Emma Still • SEO Associate - SEER • @mmstll • linkedin.com/in/emmastill/ • Plattsburgh Alum
  3. 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. 4. Why I’m here
  5. 5. Why I’m here SEO? WTF?
  6. 6. Learning SEO THE BUSINESS OF SEARCH
  7. 7. 7
  8. 8. What is SEO? SEARCH ENGINE OPTIMIZATION 8
  9. 9. SEO is about getting found.
  10. 10. Where we want to be © 2014 SEER Interactive | All Rights Reserved
  11. 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. 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. 13. Search Engine’s Goal
  14. 14. Search Engine’s Goal PROVIDE THE BEST USER EXPERIENCE POSSIBLE
  15. 15. Google’s Goal • RELEVANCY
  16. 16. Google’s Goal • RELEVANCY • QUALITY
  17. 17. Google’s Goal • RELEVANCY • QUALITY • AUTHORITY
  18. 18. What is SEO? 18
  19. 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. 20. “So how do you get a website to rank?” 20
  21. 21. 2 Primary Elements • On-Page factors • Off-Page factors
  22. 22. On-Page SEO
  23. 23. On-Page SEO THE FACTORS THAT HELP GOOGLE FIND YOUR WEBSITE
  24. 24. On Page SEO Factors • Keywords (RELEVANCY) – Identify what people are likely to search for when looking for your website – Keyword research
  25. 25. Keywords Example: Write down what you would type in to Google to find the items above. © 2014 SEER Interactive | All Rights Reserved
  26. 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. 27. On Page SEO Factors • Architecture (QUALITY) – How your website is built – Page load time – Internal structure – Correct URLs/Links
  28. 28. On Page SEO Factors • Page Content (RELEVANCY & QUALITY) – Copy – Page titles & headers – URL names – Internal links
  29. 29. If there is one thing to remember about On-Page SEO …and this presentation: 29
  30. 30. DON’T MAKE CRAPPY CONTENT © 2014 SEER Interactive | All Rights Reserved
  31. 31. Content is King • Google rewards websites whose content is – Quality – Unique – Relevant – Informative – Adds value
  32. 32. Don’t do this © 2014 SEER Interactive | All Rights Reserved
  33. 33. …or this © 2014 SEER Interactive | All Rights Reserved
  34. 34. Do more like this © 2014 SEER Interactive | All Rights Reserved
  35. 35. …and this © 2014 SEER Interactive | All Rights Reserved
  36. 36. Off-Page SEO
  37. 37. Off-Page SEO BEST KNOWN AS LINK BUILDING
  38. 38. What is link building? 38
  39. 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. 40. Why is link building important? 40
  41. 41. Links connect the Internet. 41
  42. 42. Links = Authority 42
  43. 43. Authority = Trust 43
  44. 44. Trust = Rankings 44
  45. 45. Rankings = ? 45
  46. 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. 47. Off-Page SEO: Link Building Not all links are created equal. © 2014 SEER Interactive | All Rights Reserved
  48. 48. Off-Page SEO: Link Building > Quality of Links © 2014 SEER Interactive | All Rights Reserved > Quantity of Links
  49. 49. So how do you build links? 49
  50. 50. How do you build links? By creating quality content © 2014 SEER Interactive | All Rights Reserved
  51. 51. How do you build links? By building relationships © 2014 SEER Interactive | All Rights Reserved
  52. 52. How do you build links? By treating a website like a potential business partner © 2014 SEER Interactive | All Rights Reserved
  53. 53. #RCS (real company stuff) • Example: http://rcs.seerinteracti ve.com/money/ • 10k Tweets • 14k Facebook shares • 800 websites have linked to this
  54. 54. SEO Takes Time When are you “done”? How do you know you’ve reached your goal? © 2014 SEER Interactive | All Rights Reserved
  55. 55. Where does SEO fit in to marketing?
  56. 56. SEOs need to make friends
  57. 57. SEOs need to make friends • • • • • • IT PR Social media Designers & Developers Copywriters Compliance
  58. 58. Questions? LUNCHEON 12-1:15 HERMES CONFERENCE ROOM

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