Digital District's DD101 series kicks off with a presentation on SEO from RepEquity's SVP of Search & Social Media, Steve Wanczyk. Steve moves from the basics through to some high-level search tools and tips in this deck.

1. Digital District Webinar: SEO
101
September 23, 2015

2. Who We Are
© RepEquity Inc. |
2
RepEquity delivers digital strategies and business solutions that
transform the way brands are defined, connected and protected.
We enhance and protect brands through Web and mobile
experiences, search, social media, and creative services, with a
focus on analytics and performance measurement.
Washington, DC New York, NY Boston, MA San Francisco, CA

3. The Impact of Search
• 92% of users never go beyond
page one
• 70% of clicks come from the
top five spots
• 90% of users trust organic
search results
• 49% of a company’s brand
value is tied to the reputation of
its CEO
© RepEquity Inc. |
3
Industry stats illustrate the importance of search
presence and position

4. Use Search to Define Your Brand
© RepEquity Inc. |
4
Title Tag
Description Tag
Site Links
Knowledge Graph
Google+
Wikipedia
News items
Social media

5. The Three Pillars of Search
© RepEquity Inc. |
5
Our approach to ORM implements all aspects of SEO:

6. The Evolving Landscape
• Search engine results can and will change daily based on
recent news, third party content, social media activity, and,
perhaps most importantly, Google’s own algorithm
updates
© RepEquity Inc. |
6
The results you see today will not remain static
tomorrow
Daily volatility of the
Google search
algorithm
(Source: Mozcast)

7. The Evolving Landscape
© RepEquity Inc. |
7
Panda (2011) – low quality content
Penguin (2012) – link schemes
Hummingbird (2013) – core update, semantic search
Pigeon (2014) – local results
Mobilegeddon (2015) – mobile

8. The Evolving Landscape
© RepEquity Inc. |
8
• Keyword matching topic association
• Domain reputation more important than page relevance
• Exact match domains far less successful
• Your brand drives your results
• Group keywords together to build topic relevance
• Plan content around user intent and semantic
variability, not keywords
• Be unique (but draw inspiration from research)
• Build brand relationships

9. The Google Ecosystem
Take advantage of Google’s own toolsets and
services…
© RepEquity Inc. |
9

10. The Google Ecosystem
… to analyze, optimize, and engage.
© RepEquity Inc. |
10

11. The Google Ecosystem
Maximize your investment in
search by reaping the benefits
of an SEO + PPC approach
• Target audience segments
• Customize landing pages
• Consistent brand message
• Control budget distribution
• Inform your keyword
strategy
© RepEquity Inc. |
11
89% of PPC
clicks are
incremental
above SEO.

12. Useful Third Party SEO Tools
Data analysis drives any real SEO strategy. Some
useful tools include:
• Moz – website metrics, keyword difficulty, news
• Authority Labs – tracking positions
• Ahrefs – backlinks
• Screaming Frog – site audits
• SEMRush – competitor research
• SearchEngineLand – industry news
© RepEquity Inc. |
12

13. Elements of an SEO Site Audit
© RepEquity Inc. |
13
http://searchengineland.com/download/seotable/SearchEngineLand-Periodic-Table-of-SEO-2015-large.png

14. Elements of an SEO Site Audit
• Indexing
• Sitemap
• Index Bloat
• Accessibility
• Site Speed
• Server Response Codes
• Custom 404
• Architecture
• Non-hierarchically organized
URLs
• On Page
• Title
• Description
• H Tags
© RepEquity Inc. |
14
• Content
• Duplicate Content
• Thin Content/Stubs
• Tag Pages
• Pagination
• Semantic Markup
• Links
• Broken Links
• Link Quality
• Malware/Hacking
• Link-Building
• Keywords
• Not Provided
• Keyword Research
• Mobile-Friendly Test