Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Seo Basics 2015 - University Milan Cattolica - Accenture

5,534 views

Published on

3 hour SEO introduction for IDEA Programme Master Class at Università Cattolica Milano.

Published in: Technology
  • Be the first to comment

Seo Basics 2015 - University Milan Cattolica - Accenture

  1. 1. SEO Search Engine Optimization simone righini - 2015 - robot.seo@gmail.com - www.goatseo.com
  2. 2. 1) Search organic traffic and paid traffic sources 2) The SEO's role and responsibilities 3) Understand user intentions for SEO Strategy Planning 4) SEO Analysis, tools and best practices
  3. 3. 1) Traffic sources, user experience and conversions website conversion
  4. 4. ● Direct ● Email ○ Direct Email Marketing (own database) ○ Direct Email Marketing (third party database) ● Search Engine Organic traffic ● Ads ○ Pay Per Click (AdWords, Facebook) ○ Display (Banner, Retargeting*) ○ Social (Pay per Tweet) ● Social (Organic Reach Traffic) ● Referral ○ Other websites, forum, blogs ○ Affiliates ○ Hub (ex. TripAdvisor) ○ Apps ○ Pay per Visit (ex. pop under, Fulltraffic) 1) All traffic sources
  5. 5. 1) What is a search engine? A. an intelligent software that learns from its users B. a big data archive C. a ranking algorithm D. a company with an aim of gaining a profit E. a mass media with advertising business model
  6. 6. 1) What is a search engine?
  7. 7. 1) What if... $ 11.3 b ? 2014? $ 45 b ? 4.6 2014 $146b? 1 30%? 90% of Google’s revenue comes from Advertising
  8. 8. 1) Digital Advertising Overview
  9. 9. 1) Search Engine main revenues in context $ $ click click
  10. 10. 1) Inside search advertising
  11. 11. 1) Google’s best clients 2013 Google Search Top Ad Spenders in Million $
  12. 12. 1) Inside Organic Results... $ organic results
  13. 13. 1) (good) SEO’s Return on Investment
  14. 14. 1) Inside Organic Results... For each Keyword Google must have a ranking… and Nearly 500 Million Searches A Day Are For Things Google Has Never Heard Of (it’s 15% ) Read more: http://www.businessinsider.com/500m-things-google-has-never-heard-of-2013- 5#ixzz3YB02jLIO
  15. 15. 1) New keyword, contest, ranking history “Bellimbusto” contest was done by SEOTraining, slide curtesy of SEOJedi
  16. 16. 1) MOTO GP World Champions
  17. 17. 1) MOTO GP World Champions… team! budget strategy endurance quality driver engine tires team engineers technology luck … name one! Everyone is searching for a good team player but… what do we need to learn to become one? SEO is just one member of the web team!
  18. 18. 2) Search Engine Traffic chain
  19. 19. 2) What’s Search Engine Optimization? USER INTENT
  20. 20. 2) From user needs to keywords
  21. 21. 1) Search Engine Ranking Factors
  22. 22. 3) inside user intentions
  23. 23. 3) inside user intentions… using ads
  24. 24. profile intention interest need 3) inside user intentions: search VS display
  25. 25. 3) the long tail... and our best target
  26. 26. users goal: feel good our goal: profit 3) inside user intentions… using content
  27. 27. ? 3) perfect seo landing page
  28. 28. 3) perfect seo landing page… wikipedia?! User’s Keywords in...
  29. 29. 3) Build a SEO Strategy from the bottom
  30. 30. 3) Build a SEO Strategy from the bottom
  31. 31. 3) let’s simplify!
  32. 32. 4) SEO Tools Easy: WooRank Medium: Google Search Console SemRush Search Metrics Google Analytics ...
  33. 33. 4) SEO Tools (search metrics)
  34. 34. 4) SEO Tools Off Page (search metrics)
  35. 35. 4) SEO Tools On Page (seozoom)
  36. 36. 4) SEO Tools On Page (seozoom)
  37. 37. 5+1) Everything in one slide 6 Your Team
  38. 38. Thank you! simone righini robot.seo@gmail.com rrrs.it

×