A Beginner's Guide to SEO: Making Your Brand Trusted Online

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This document provides a beginner's guide to search engine optimization (SEO) focusing on building trust and expertise. It discusses how Google's recent algorithm updates prioritize expertise, authoritativeness, and trustworthiness (E-A-T). To succeed in SEO, companies need strong content, technical SEO, and a good brand reputation. The guide recommends strategies like publishing original research, partnering with experts, responding to reviews, and citing credible sources to demonstrate E-A-T. It emphasizes the importance of accuracy for topics impacting civic participation like health, politics, or non-profits.

Alli Berry
SEO Director, The Motley Fool
LOCATION
Denver, CO
HIGHLIGHTS
• 10+ years in SEO & Content Marketing
• Moz Blog Contributor
• Guest on MozPod, In Search of SEO, Agency Ahead
Podcasts
• 2019 Excellence Award in Content Marketing from
Masthead Media + Inc. Mag

Content
(On-
Page)
Technical
(Off-
Page)
Traditional
SEO

TO BE SUCCESSFUL IN SEO
YOU NEED THESE HATS TOO:

When the website says one thing about
itself, but reputable external sources
disagree with what the website says,
trust the external sources.

WHAT CAN HAPPEN
WHEN YOU'RE NOT
ACTIVELY SEEKING
REVIEWS...

"Responding to reviews shows that you
value your customers and the feedback
that they leave about your business.”

TRADITIONAL ADVERTISING
ISN'T AS DEAD AS YOU
THINK.

WHAT
PARTNERSHIPS/SPONSORSHIPS
DO YOU ALREADY HAVE?

Think about the topic of the page. What
kind of expertise is required for the
page to achieve its purpose well?

WHO ARE THE RIGHT
PEOPLE AT YOUR
ORGANIZATION TO CREATE
OR CONTRIBUTE TO
CONTENT?

INCLUDE AN
AUTHOR BIO
CONTACT INFO
EXPERTISE

PRO TIP: NOT ALL EXPERTS
ARE GOOD CONTENT
CREATORS.
INTERVIEWS ARE GOOD
TOO.

Find high quality, trustworthy sources to
check accuracy and the consensus of
experts if you are unsure about a topic. Be
especially careful with YMYL topics...that are
necessary for maintaining an informed
citizenry.

A note about Wikipedia: In general,
the website has a good reputation
and is a very popular resource that is
generally valued for accuracy.

ADDING A WIKIPEDIA PAGE
IS REALLY HARD.
BUT, NOT IMPOSSIBLE.

Ryan Joos from Nifty Marketing shows us the key to great SEO: great backlinks and lots of them. He shows us why backlinks are so important and the methods he has used to build backlinks for his clients. Use this deck to teach your students about Backlinks or to study yourself. Also take a look at the expert session video Ryan Made for Stukent to go along with this deck https://youtu.be/5OtmjucgXFs

For years, when it comes to content creation, the industry has taken a 'good enough' approach with regards to the quality of the content. With Google's Panda release, Facebook and other social channels increasing their focus on filtering out low quality content, and the increase in volume of content in general, you have to really understand why you make content and how to make it really quality for your readers. This presentation offers guidance on how to approach content marketing, how to pick the right topics, and how to make sure your content succeeds.

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A Beginner's Guide to SEO: Making Your Brand Trusted Online

1. A BEGINNER’S GUIDE TO SEO: MAKING YOUR BRAND A TRUSTED SOURCE ONLINE

2. Alli Berry SEO Director, The Motley Fool LOCATION Denver, CO HIGHLIGHTS • 10+ years in SEO & Content Marketing • Moz Blog Contributor • Guest on MozPod, In Search of SEO, Agency Ahead Podcasts • 2019 Excellence Award in Content Marketing from Masthead Media + Inc. Mag

3. Content (On- Page) Technical (Off- Page) Traditional SEO

4. Content Technical Brand Reputation SEO in the E-A-T Era

5. BACKGROUND

6. Google's Medic Update

7. Google's Medic Update

8. Google's Medic Update

9. WHAT IS E-A-T? • • • • • • • • • •

10. WHAT IS YMYL?

11. WHAT'S INCLUDED? • • • • • • •

12. WHY DOES ALL THIS MATTER?

13. SEO in the E-A-T Era

14. We cannot operate in silos and succeed.

15. TO BE SUCCESSFUL IN SEO YOU NEED THESE HATS TOO:

16. 3RD PARTY REVIEWS

17. When the website says one thing about itself, but reputable external sources disagree with what the website says, trust the external sources.

18. 84% 2nd

19. OTHER SEO BENEFITS • • •

20. WHAT CAN HAPPEN WHEN YOU'RE NOT ACTIVELY SEEKING REVIEWS...

21. AFTER A FEW MONTHS OF EFFORT...

22. REVIEW PAGE

23. OTHER APPLICATIONS

24. OTHER APPLICATIONS

25. "Responding to reviews shows that you value your customers and the feedback that they leave about your business.”

26.

27. DIRECT TRAFFIC + BRAND SEARCHES

28. SEMRUSH STUDY: RANKING FACTORS

29. ADVANCED WEB RANKING STUDY

30. HOW DO YOU DRIVE DIRECT TRAFFIC AND BRAND SEARCHES?

31. TRADITIONAL ADVERTISING ISN'T AS DEAD AS YOU THINK.

32. DIRECT MAIL

33. PODCAST/RADIO ADS

34. TV/STREAMING ADS

35. ADS IN PUBLIC SPACES

36. WORD OF MOUTH

37. BRAND MENTIONS/LINKS

38. LAUNCHING SOMETHING NEWSWORTHY?

39. PRESS RELEASE

40. WHAT ORIGINAL CONTENT CAN YOU CREATE?

41. ORIGINAL RESEARCH

42. WHAT PARTNERSHIPS/SPONSORSHIPS DO YOU ALREADY HAVE?

43. ASK FOR A LINK

44. EXPERTISE IN CONTENT

45. Think about the topic of the page. What kind of expertise is required for the page to achieve its purpose well?

46. WHO ARE THE RIGHT PEOPLE AT YOUR ORGANIZATION TO CREATE OR CONTRIBUTE TO CONTENT?

47. INCLUDE AN AUTHOR BIO CONTACT INFO EXPERTISE

48. CREDENTIALS MATTER IN YMYL

49. PRO TIP: NOT ALL EXPERTS ARE GOOD CONTENT CREATORS. INTERVIEWS ARE GOOD TOO.

50. ACCURACY IN CONTENT

51. Find high quality, trustworthy sources to check accuracy and the consensus of experts if you are unsure about a topic. Be especially careful with YMYL topics...that are necessary for maintaining an informed citizenry.

52. CITE CREDIBLE SOURCES

53. CHECK YOUR FACTS

54. DO REGULAR UPDATES

55. WIKIPEDIA PAGE

56. A note about Wikipedia: In general, the website has a good reputation and is a very popular resource that is generally valued for accuracy.

57. ADDING A WIKIPEDIA PAGE IS REALLY HARD. BUT, NOT IMPOSSIBLE.

58. SOME TIPS • • • •

59. KEY TAKEAWAYS

60. Content Technical Brand Reputation SEO in the E-A-T Era

61. GAME PLAN