The Down-Low on SEO: An Overview


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A brief overview of how SEO fits into online marketing, intersects with PR and social media efforts, and the differences between organic and paid search activities.

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The Down-Low on SEO: An Overview

  1. 1. The Down-Low on SEO<br />An Overview of Search Engine Optimization – What it is, what it does, and how it relates to other marketing efforts<br />
  2. 2. SEO Defined: A Visual Framework<br />Other online marketing types include:<br /><ul><li>Banner ads
  3. 3. Email marketing</li></li></ul><li>What IS SEO?<br />Search Engine Optimization – the process of getting found by<br />Search engines<br />Target audiences <br />SEO shares goals and tactics with public relations and social media efforts:<br />Building the organization’s reputation<br />Attracting attention and interest<br />Improving and creating external relationships<br />Driving, connecting, and matching people to services they need that we offer<br />
  4. 4. The Cumulative Cycle of SEO<br />
  5. 5. SEO Tasks in the Cycle<br />Page/site optimization tasks signal authority, credibility to search engines<br />Analytics reports should show increased ranks, traffic, conversions<br />Keyword research continues, informs<br />Good SERP listings; competitor research <br />Link – building boosts rankings<br />Social media platforms, content accelerate sharing<br />Page/content optimized<br />
  6. 6. SERP: Search Engine Results Page<br />Keyword<br />Paid Search Ads<br />News<br />
  7. 7. Search Engines…<br />Google (including image search, etc)<br />Yahoo<br />Bing<br />You Tube, Twitter, Facebook, iTunes, Amazon…<br />
  8. 8. SEO Tasks: Details<br />KEYWORD RESEARCH<br />PPC<br /><ul><li>Page optimization
  9. 9. Link building
  10. 10. Analysis, tracking
  11. 11. Content strategy</li></ul>ONLINE PRESENCE<br /><ul><li>Social media
  12. 12. Press releases
  13. 13. Website content</li></li></ul><li>Keyword Research<br />On the most basic level: Keywords are the terms or phrases people use when performing a search on the web. <br />Keyword research answers the question what are people looking for and how are they finding it? And:<br />Forms the foundation of any SEO strategy<br />Constantly evolves, shifts<br />Involves identifying effective, common terms on both broad and specific scales<br />Must take into account complex factors, including competitor performance, existing website content, trends<br />
  14. 14. Optimizing Pages<br />For a page to be found, it must <br />clearly and accurately identify itself <br />and its content to both search engines and users.<br />This means both the content users see and the metadata search engine robots read must clearly state the topic and its relevance – so users know if they want to click and robots know where to rank the page.<br />
  15. 15. Link Building<br />Why?<br />Search engines give more weight to websites with a large number of links from other credible websites<br />Inbound links maximize the ability for users to find the site<br />Most desirable connections:<br /><ul><li>Government, education sites
  16. 16. Directories, industry associations
  17. 17. Reputable blogs, recommending sites</li></li></ul><li>Ongoing Content Plan<br />It’s not enough for a website or page to be accessible through search; to maintain high search engine rankings over time requires that users consider the content on the site itself <br />Worthwhile <br />User-friendly <br />Customer-centric <br />Trustworthy <br />Appealing<br />
  18. 18. SEO & PR: Good Friends<br />“SEO PR,” a sub-branch of SEO, is defined as:<br />…a blend of search engine visibility and traditional public relations that disperses a company’s message across the Internet by way of online media outlets and search engines. SEO PR not only helps disseminate an organization’s messages, but it also incorporates search engine-friendly communication through techniques such as optimizing copy in online content such as press releases, articles, whitepapers, blogs, RSS feeds and websites.<br />
  19. 19. SEO-Optimized Press Releases Support Seo Efforts by Generating:<br />Media relationships that can lead to valuable linking and social media connections<br />Backlinks from credible news sites<br />Visibility in search engines <br />Ranking in Google News and Yahoo<br />Tens of thousands of headline impressions across hundreds of blogs, websites, and news sites that run RSS headlines<br />
  20. 20. Social Media Contributes to SEO Efforts by:<br />Identifying inbound-linking opportunities<br />Providing inbound links <br />Helping cover the first page of a SERP with brand sites (company, blog, twitter, facebook, linked in, press releases, news)<br />Giving traffic: 60-75% of web users read blogs; websites with blogs get 55% more traffic than those without<br />Ramping up site value with fresh content<br />
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  22. 22. SEO vs. PPC<br />Organic search results are based on the web pages’ relevancy to the keywords typed into the search engine<br />Paid search is a quick way to have a site listed on or near the top; it is based on the keyword chosen and the highest bid for that keyword; includes Google AdWords as well as Facebook ads<br />
  23. 23. Seo & PPC: Benefits<br />
  24. 24. When Is It Best To Use SEO?<br />
  25. 25. When Is It Best To Use PPC? <br />
  26. 26. Conducting Simultaneous Campaigns<br />Some of the most powerful SEO strategies blend PPC and SEO, taking advantage of both systems: <br /><ul><li>Dominate results page
  27. 27. Attract all kinds of users
  28. 28. Use PPC to inform SEO strategy
  29. 29. Note: Adwords campaigns DO NOT increase organic rankings</li></ul>An SEO strategy, built up over time, should reduce the cost-per-click price of a combined strategy. If a site ranks well for expensive terms, then you may be able to switch PPC bidding away from these terms and use the funds on covering other terms. <br />
  30. 30. How Can we Work Together?<br />Keep the SEO informed about the dates of events and campaigns to enable tracking of the affects of these on website traffic<br />Help ensure all materials use the same URLs<br />Use keywords and links in press releases and other communications (e.g., emails) to help drive traffic to<br />Find and share ideas on magnetic content<br />Find and share other sites – partners, competitors – for benchmarking, linking<br />
  31. 31. Resources & References<br /><br />“<br />An Empirical Study Of Paid Listings In Product Search And Purchase” (PDF)<br /><br />