1.
SEO Overview
Emma Still + Bill Sebald
1.15.16
Drexel: New Media Marketing

2.
#DrexelNMM

3.
EMMA STILL
Team Lead @ Seer
Instructor @ Girl Develop It
@mmstll

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Seer Interactive
• Agency: Analytics, PPC, & SEO
• Office in Northern Liberties
• 1 office in San Diego
• ~100 full time employees
• Philly 100, Philly Best Places to Work, Philly’s Coolest
Companies 2015
• @seerinteractive

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BILL SEBALD
Owner @ Greenlane
@billsebald

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‣Boutique Agency – SEO, PPC, CRO, Content Strategy
‣Office In Phoenixville
‣8 employees
‣Way smaller than Seer!!!

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What is SEO?

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SEO is about getting found.

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• 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.
How do search engines determine rankings?

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Remember: there is no person actually
reviewing your site to determine where it
should be ranked.
How do search engines determine rankings?

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Search Engine Goals

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Search Engine Goals
GOOD USER EXPERIENCE

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Good User Experience
Search Engine’s Goal
• Relevancy

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Good User Experience
Search Engine’s Goal
• Relevancy
• Quality

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Good User Experience
Search Engine’s Goal
• Relevancy
• Quality
• Authority

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Good experience = algorithm updates

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What do we do all day?
An SEO’s job is to understand what Google deems relevant, quality, and
authoritative to make good choices that will bring more quality traffic to
a website.

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“Soooo… how exactly do you do that?”

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• On-page SEO factors
• “In-page” SEO factors
• Off-page SEO factors
3 Primary Elements

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ON-PAGE SEO

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ON-PAGE SEO
the factors that help google find your website

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• Keywords (relevancy)
• Identify what people are most likely to search for when looking for
your website
• Keyword research
On-page SEO Factors

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Keywords Example
On-page SEO Factors
Write down what you would type into Google to
find the items above

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Keywords Example
On-page SEO Factors
Mid ring
Midi ring
Knuckle ring
Mid knuckle ring
Half finger rings
Champagne glass
Champagne flute
Wine glass
Sparkling wine glasses
Champagne stemware
Glass champagne flutes

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Keywords Example
On-page SEO Factors
• Think about your brand for your group assignment
• What are 2-3 keywords you think people would search for to
find them online?

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• Keywords (relevancy)
• Architecture (quality)
• How your website is built
• Page load time, internal structure, links/URLs, etc.
On-page SEO Factors

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• Keywords (relevancy)
• Architecture (quality)
• Page content (relevancy & quality)
• Copy
• Page titles & headers
• URL names
• Internal Links
On-page SEO Factors

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If there is one thing to remember about
On-page SEO
… and this presentation

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DON’T MAKE CRAPPY CONTENT

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Content is KING

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Content is KING
Quality
Unique
Relevant
Informative
Adds value

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Don’t do this…

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…or this

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Do more like this

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…and this
http://www.seriouseats.com/2015/06/food-lab-complete-guide-to-sous-vide-steak.html

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IN-PAGE SEO

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IN-PAGE SEO
aka “technical SEO”

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Technical SEO

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BOTS
DON’T LIKE
HARD
WORK
(so we make it really
easy for them)

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1,720,000 Indexed Pages?!?!
• Accidental duplicate pages
• Pages that don’t need to index
This means…
• A lot of wasted crawl budget
• Many good pages that won’t be
found by Google
• Lost traffic / revenue

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It’s all equally important
Some Important Areas to Audit
Site
Speed
Internal
Linking
Canonical
URLs
Image/Video
Optimization

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OFF-PAGE SEO

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OFF-PAGE SEO
aka link building & local citation building

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Local Citation Building / Local SEO

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www.google.com/mybusiness

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What is link building?

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• Link building is the process of
getting other websites to link to
your website.
What is link building?

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Why is link building important?

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Link building = Authority
Authority = Trust
Trust = Rankings
Rankings = ?

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Link building
Off-page SEO Factors
• When another website links to your website, Google sees
this as a vote of confidence for your website.
• Not all links are created equal.

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>
Quality of Links > Quantity of Links

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“Sooo… how do you build links?”

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1. Build relationships.
Treat other websites like potential business partners or friends

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Link Building Examples: relationships
Off-page SEO Factors
• Guest posting
• Sponsorships
• Media relationships
• Speaking engagements/biographies
• Partnerships
• Testimonials

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2. Build quality content.

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2. Build quality content.
Create content that will appeal to those business partners and friends.

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! real example !

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http://spoilers.netflix.com/
833 websites linking

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SEO takes time

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SOCIAL MEDIA & SEO

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Do tweets/likes/+1s affect rankings?

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The short answer: NO

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The longer answer:
The impact of social engagement is still speculative but projected to be
a critical ranking factor in the near future

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• Increased visibility & awareness = links = rankings
• Increased positive reviews on G+/Yelp = increased visibility in local
search
• Google+
• Posts are seen by Google almost immediately
• Using social influence to build relationships = links = rankings
• Audience analysis
How social [indirectly] affects SEO

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How social [indirectly] affects SEO
Social Shares
Social Impressions
Influencer
Impressions
Links

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Remember the relationships we’re
supposed to be building?
Identify influencers
Build relationships = awareness
Understand needs of others

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• Identifying influencers
• Finding out what your audience likes; create content for
them that they’ll want to share
• [example of Buzzsumo & Twtrland]
SEO Benefits of Building Social Relationships

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QUESTIONS?

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• Get together with your groups
• Brand > Challenge > Tactic
• Example: Your tactic is to increase online revenue. Which SEO
factors could you employ to help you increase online revenue
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 your brand’s challenge?
Take 10-15 minutes to work through your ideas with your group
Each team will have 2-3 minutes to present their ideas
Practice!