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Search Engine Optimization
What is it?
What value does it provide?
How does it work?
SEO
SCOTT SCHAPER
RSM Marketing
Who is Scott Schaper?
INTRO
Founded Unravel 2009
Serial Entrepreneur
SEO for 11 Years
2 Mergers 2018
INTRO
Youngest of 5
Grew up in St. Louis
Married with 2 Boys
Personally...
Undergrads in
Business
Psychology
Education...
Where...
Books...
Podcasts...
I Love Live Stuff too...
INTRO
Bands...
Comedians...
Bucket List...
(check)
Northern
Lights?
Movie...
My Favorite Movie Stuff
» Submarines
» The best version of Alec
» A Russian with a Scottish Accent
» Russian Ster...
Celebrity Obsession...
SEO &
Digital Marketing
Makes me Giddy
Professionally
Creating Value
Creating Traffic
Creating Traffic
SEO is Organic
SEO is Long-Lasting
SEO is Required
SEO
SEO Reliably Produces Results
Measurable & Data-driven
SEO
SEO
Where’s the rub?
SEO is also Mysterious,
vague, multi-layered,
easy to understand,
hard to master
Spilt Tea
Ask 10 People:
Get 10 Answers
Get 10 Prices
Get No Results
Bad Actors
SEO as Specific Tactics
» SEO as a Marketing Strategy
Talk about SEO...
SEO provides a Competitive
Advantage
SEO as a Strategy
Exposes Your Digital Assets
Creates Impact using your
Website & Content
Stategically, SEO...
Google Analytics &
Google Tag Manager
10,000 Points of Light
What do you pay attention to?
SEO Analytics...
Google Analytics &
Google Tag Manager
10,000 Points of Light
What do you pay attention to?
SEO Analytics...
On Domain
On Page
On Platform
Google: Controllables
SEO Tactics
Website Backend
Technical Factors, HTTPs, Search
Console, Analytics, Tag Manager,
Sitemaps, Schema, Meta?
SEO Tactics
Website Frontend
Mobile
Content, Navigation,
Accissibility, Security
SEO Tactics
Off Domain
Link Building (still)
Directory (NAP)
Reviews
Google: Less Controllable
SEO Tactics
ALL
OTHER
DIGITAL
EFFORTS
SEO Impacts...
WEBSITE
Nav, Content, Page Length,
Searchability, Links, Content
Organization, Blogging,
Duplicate Content
SEO Impacts...
PPC
LOWERS your Ad Spend
SEO Impacts...
BLOGGING
Increases your Reach,
Stickiness, Engagement,
Entrance Page
SEO Impacts...
SOCIAL
Increased Likes on FB
Brand Awareness on Pinterest
eCommerce is AMPed Up
SEO Impacts...
SERVICE CONTENT
Increased Length, Reach,
Stickiness
SEO Impacts...
TRAFFIC (of course)
Search Rankings Up
SEO Impacts...
AWARENESS
Near Me Searches, Local, Maps,
Directories, Google Maps,
Apple Maps, Siri
SEO Impacts...
Timing
1 3 6 12
PPC SEO BLOG
months
tactic
SEO at 4 Months...
SEO at 12 Months...
SEO at 22 Months...
Doing One Thing
Marketing is Layered
June Broad Core Update
(Y & YL Update)
SEO Misses...
Doing One Thing
Not Looking at Data
Timing Out
Marketing is Layered
SEO Misses...
RATE OF CHANGE
ALGORTHM UPDATES
PROVIDES MASTERY
June Broad Core Update
(Y & YL Update)
SEO EXPERTISE...
Retail, Healthcare,
Gambling, Financial
Trading, Furniture
21% Change in Search
SEO Y & YL
Key Action Takeaways
SEO
» Measure
» Goal Seek
» Research
» Watch Yourself...
» ...What Works?
SEO
» Longer Content
» Check Mobile (NOW)
» Install GA / GTM
» Join the Search Console
» Curate other Content
» Get a Link Bac...
SEO IS
DIGITAL
MARKETING
GLUE
SEO
QUESTIONS
Thank You
linkedin.com/in/scottschaper
sschaper@rsmconnect.com
Connect
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Scott Schaper - KCDMA Bootcamp 2019

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SEO - KCDMA Bootcamp 2019

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Scott Schaper - KCDMA Bootcamp 2019

  1. 1. Search Engine Optimization What is it? What value does it provide? How does it work? SEO
  2. 2. SCOTT SCHAPER RSM Marketing
  3. 3. Who is Scott Schaper? INTRO
  4. 4. Founded Unravel 2009 Serial Entrepreneur SEO for 11 Years 2 Mergers 2018 INTRO
  5. 5. Youngest of 5 Grew up in St. Louis Married with 2 Boys Personally...
  6. 6. Undergrads in Business Psychology Education...
  7. 7. Where...
  8. 8. Books...
  9. 9. Podcasts...
  10. 10. I Love Live Stuff too... INTRO
  11. 11. Bands...
  12. 12. Comedians...
  13. 13. Bucket List... (check) Northern Lights?
  14. 14. Movie... My Favorite Movie Stuff » Submarines » The best version of Alec » A Russian with a Scottish Accent » Russian Stereotypes: » Pale-faced » Smoking » Needing Help
  15. 15. Celebrity Obsession...
  16. 16. SEO & Digital Marketing Makes me Giddy Professionally
  17. 17. Creating Value
  18. 18. Creating Traffic
  19. 19. Creating Traffic
  20. 20. SEO is Organic SEO is Long-Lasting SEO is Required SEO
  21. 21. SEO Reliably Produces Results Measurable & Data-driven SEO
  22. 22. SEO Where’s the rub?
  23. 23. SEO is also Mysterious, vague, multi-layered, easy to understand, hard to master Spilt Tea
  24. 24. Ask 10 People: Get 10 Answers Get 10 Prices Get No Results Bad Actors
  25. 25. SEO as Specific Tactics » SEO as a Marketing Strategy Talk about SEO...
  26. 26. SEO provides a Competitive Advantage SEO as a Strategy
  27. 27. Exposes Your Digital Assets Creates Impact using your Website & Content Stategically, SEO...
  28. 28. Google Analytics & Google Tag Manager 10,000 Points of Light What do you pay attention to? SEO Analytics...
  29. 29. Google Analytics & Google Tag Manager 10,000 Points of Light What do you pay attention to? SEO Analytics...
  30. 30. On Domain On Page On Platform Google: Controllables SEO Tactics
  31. 31. Website Backend Technical Factors, HTTPs, Search Console, Analytics, Tag Manager, Sitemaps, Schema, Meta? SEO Tactics
  32. 32. Website Frontend Mobile Content, Navigation, Accissibility, Security SEO Tactics
  33. 33. Off Domain Link Building (still) Directory (NAP) Reviews Google: Less Controllable SEO Tactics
  34. 34. ALL OTHER DIGITAL EFFORTS SEO Impacts...
  35. 35. WEBSITE Nav, Content, Page Length, Searchability, Links, Content Organization, Blogging, Duplicate Content SEO Impacts...
  36. 36. PPC LOWERS your Ad Spend SEO Impacts...
  37. 37. BLOGGING Increases your Reach, Stickiness, Engagement, Entrance Page SEO Impacts...
  38. 38. SOCIAL Increased Likes on FB Brand Awareness on Pinterest eCommerce is AMPed Up SEO Impacts...
  39. 39. SERVICE CONTENT Increased Length, Reach, Stickiness SEO Impacts...
  40. 40. TRAFFIC (of course) Search Rankings Up SEO Impacts...
  41. 41. AWARENESS Near Me Searches, Local, Maps, Directories, Google Maps, Apple Maps, Siri SEO Impacts...
  42. 42. Timing 1 3 6 12 PPC SEO BLOG months tactic
  43. 43. SEO at 4 Months...
  44. 44. SEO at 12 Months...
  45. 45. SEO at 22 Months...
  46. 46. Doing One Thing Marketing is Layered June Broad Core Update (Y & YL Update) SEO Misses...
  47. 47. Doing One Thing Not Looking at Data Timing Out Marketing is Layered SEO Misses...
  48. 48. RATE OF CHANGE ALGORTHM UPDATES PROVIDES MASTERY June Broad Core Update (Y & YL Update) SEO EXPERTISE...
  49. 49. Retail, Healthcare, Gambling, Financial Trading, Furniture 21% Change in Search SEO Y & YL
  50. 50. Key Action Takeaways SEO
  51. 51. » Measure » Goal Seek » Research » Watch Yourself... » ...What Works? SEO
  52. 52. » Longer Content » Check Mobile (NOW) » Install GA / GTM » Join the Search Console » Curate other Content » Get a Link Back Websites...
  53. 53. SEO IS DIGITAL MARKETING GLUE SEO
  54. 54. QUESTIONS Thank You
  55. 55. linkedin.com/in/scottschaper sschaper@rsmconnect.com Connect

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