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Search Engine Optimization Fundamentals

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(Part 1 of 6) Top Google ranked "Search Engine Optimization Expert" @Rob Bertholf shares his insight on improving your search engine placement and content marketing success. Desired takeaways include how search engines think, factors to increasing your authority and various tools & tactics for online success.

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Search Engine Optimization Fundamentals

  1. 1. Search Engine Fundamentals __ @Rob on...
  2. 2. WiFi Access Login: ________ Password: ________
  3. 3. @Rob HELLOmy name is
  4. 4. @Rob’s Experience
  5. 5. @Rob’s Geek Cred @Rob WordPress Plugin Developer <> #IRC Operator @Zeppo Former Board of Directors Information Management Staff Sergeant US Air Force Software as a Service Architect / Growth Hacker CC Creative Commons Contributor Wikipedia Editor PATENT APPLICATION #US20060294199 Systems & Methods for a Standard Web Platform
  6. 6. Google Search Engine Optimization Expert @Rob Bertholf | Search Engine Optimization Expert rob.bertholf.com Hi, I’m @Rob on Twitter. California guy living in Honolulu, Hawaii the last 10 years. I teach at University of Hawaii’s PNM program and I am passionate about Development, Social Marketing Strategy, Web Analytics & Conversion optimization. Search engine optimization - Wikipedia en.wikipedia.org/wiki/Search_engine_optimization About 22,500,000 Results
  7. 7. Pacific New Media @pacificnewmedia Follow @PacificNewMedia Excited to speak at #Clarity15 on #SEO #KPI’s & Reporting! Rob Bertholf @Rob Follow @Rob Excited to speak at #UHPNM on #SEO & #ContentMarketing!
  8. 8. Introductions :) HELLOyour name is 1) Name 2) Industry 3) Takeaway
  9. 9. ● ● ●
  10. 10. ● ● ● ● ● ●
  11. 11. ● ○ ○ ○ ○
  12. 12. ● ● ● ●
  13. 13. ● ○ ○ ○ ○ ○
  14. 14. Google - Browser http://www.google.com Understanding Search Engines Google
  15. 15. Browser http://www.google.com What is a search engine? A search engine is a program that searches for and identifies items in a database that correspond to keywords or characters specified by the user, used especially for finding particular sites on the World Wide Web.
  16. 16. Browser http://www.google.com What is an organic listing? Organic search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-organic search results may include pay per click advertising.
  17. 17. Statistics provided by StatCounter. Updated September 2015 Desktop Mobile
  18. 18. Google - Browser http://www.google.com Google
  19. 19. Organic Search Paid Search Ads Search Ads
  20. 20. Shopping Product Listing Ads
  21. 21. Easy to Find Hard to Find Money is Being Spent Money Is NOT being spent
  22. 22. Easy to Find Hard to Find Money is Being Spent Money Is NOT being spent
  23. 23. Local Local
  24. 24. Images
  25. 25. Videos
  26. 26. Site Links Sitelinks Search Box
  27. 27. Knowledge Panel More on Schema & Knowledge Graph in Part 2
  28. 28. Answer Box More on Schema & Knowledge Graph in Part 2
  29. 29. On average, we conduct 12 billion searches per month on the web in the United States. (Comscore, July 2014) 44% of online shoppers begin by using a search engine. (Interconnected World: Shopping and Personal Finance, 2012) 93% of online experiences begin with search engines. (Interconnected World: Shopping and Personal Finance, 2012)
  30. 30. Google
  31. 31. I am a unicorn! Cool! Search Engines started out very naive and trusting…
  32. 32. PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))
  33. 33. A 3% D 3.9% 1.6 % 1.6 % 1.6 % 1.6 % F 3.9% C 34.3%B 38.4% 1.6 % E 8.1%
  34. 34. H F C B G E Homepage About Services Blog Contact PageRank spreads across pages not just domains
  35. 35. Page A (1.0) Page B (1.0) Page C (1.0) Page D (1.0) Average PR 1.0
  36. 36. Page A (1.49) Page B (0.78) Page C (1.58) Page D (0.15) Average PR 1.0 PR(A) = (1-d) + d * (0) = 0.15
  37. 37. Links are like recommendations.
  38. 38. PageRank is like a popularity contest. The more votes the greater the popularity.
  39. 39. Friends of Popular People are Popular
  40. 40. Trust What You Say (On-Page) Trust What Others Say (Off-Page) Search Engine Trust 2005 2010 2015
  41. 41. What is their angle anyway?
  42. 42. Forget what we know about SEO (... most of it anyway)
  43. 43. Think of Search Engines like a Hotel Concierge
  44. 44. ● ● ● ●
  45. 45. Building an Optimized Website
  46. 46. Edit Page - Chrome Cat Page Title Publish TextVisual Meow. B i u
  47. 47. ● ○ ○ ●
  48. 48. ● ● ●
  49. 49. Chrome Firefox Edge (Internet Explorer) Safari
  50. 50. Web Browser (Free) Email (Free) Analytics (Free) Toolbars (Free) Search Engine (Free) chrome://voicesearch/ Mobile Phone
  51. 51. Browser http://www.google.com some search phrase Website 1 - Search Engine Optimized Site http://domain1.com This site is designed for search engines to love it! Website 2 - Search Experience Optimized Site http://domain2.com This site is designed to engage visitors and provide them with value.
  52. 52. Browser http://www.google.com some search phrase Website 2 - Search Experience Optimized Site http://domain2.com This site is designed to engage visitors and provide them with value. Website 1 - Search Engine Optimized Site http://domain1.com This site is designed for search engines to love it! Factors include: CTR, Bounce Rate, Time on Site, Micro Interactions, Social Validation/Shares, etc.
  53. 53. Building an Optimized Website
  54. 54. Recap __
  55. 55. @Rob Bertholf

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