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Seo stands for: super exciting opportunities


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An internal training session (for OOTS) all about the basics of SEO and how it can be used to make better creative.

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Seo stands for: super exciting opportunities

  1. 1. SEO Stands for: Super Exciting Opportunities January 28, 2020
  2. 2. Objective For everyone at OOTS to have a general understanding of SEO (and how, if considered early on, it can improve and inform creative strategies and executions.
  3. 3. What can you expect to learn today? 1. What is SEO, and why is it important? 2. Search intent & keyword research 3. On-page SEO 4. How to integrate SEO into your role 5. Practical SEO for Youtube 6. How to use the tools
  4. 4. All that in 45 minutes?! DAYUM! Let’s get to work!
  5. 5. What is SEO? It’s the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as "organic") search engine results. Or in other words…
  6. 6. SEO is the practice of getting your content to appear on page 1 of Google for relevant search queries.
  7. 7. Why is SEO Important? ● 57% of Australians use Voice Search ● 20% of mobile queries are voice searches ● 61% of marketers say improving SEO and growing organic presence is a top inbound marketing priority ● Including a video in a post increases organic traffic from search results by 157%
  8. 8. 93% Of all web traffic comes through search engines
  9. 9. 75% of users never scroll past the first page of search results
  10. 10. 90% of searchers haven’t made their mind up about a brand before starting their search
  11. 11. So ranking #1 is the ultimate goal right?!
  12. 12. A better goal is... CONVERSIONS But that’s for another day…
  13. 13. Let’s talk about INTENT... ● What are people searching for? ● What are they expecting to see in the SERPs? ● What are they expecting to see once they click on a result?
  14. 14. Intent is arguably the single most important consideration when performing keyword research.
  15. 15. Keyword research - the long and short of it... 1. Understand the intent of the humans you are trying to target 2. Establish a seed keyword or words 3. Identify top search queries related to your seed word(s) (short tail) 4. Perform competitor analysis (what non-brand search queries are your top competitors ranking for) 5. Dig deeper into related searches (longtail) 6. Build your database (keyword bank) and organise by search volume and competitiveness 7. Prioritise and then create!
  16. 16. On-page SEO ● Meta title ● Description ● URL ● Headings (H1, H2, H3) ● Body copy ● Image alt tags ● Links ● Optimised performance ● Accessable
  17. 17. YouTube SEO ● Title (arguably the most important) ● Description (300-500 words) ● Tags (at least 10) ● Actual content (YouTube is listening) ● Transcription (do it. Always.) ● Channel authority (quality of content, frequency of posting, optimisation of content, etc)
  18. 18. How could you use your understanding of SEO to be more awesome?
  19. 19. Let’s give it a go!