Drexel New Media Marketing: Intro to SEO
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This document provides an overview of search engine optimization (SEO) strategies. It discusses the three primary elements of SEO: on-page factors, in-page technical factors, and off-page factors like link building and local citation building. On-page factors that help rankings include relevant keywords, high-quality content and architecture. In-page technical optimization ensures bots can easily access content. Off-page factors involve developing relationships to obtain links from other sites, which signals authority to search engines. Social media can also indirectly help SEO by increasing awareness, engagement and potential for future links. The document emphasizes creating valuable content over quick tactics and stresses SEO requires ongoing effort over time.
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Drexel New Media Marketing: Intro to SEO
- 1. SEO Overview Emma Still + Bill Sebald 1.15.16 Drexel: New Media Marketing
- 2. #DrexelNMM
- 3. EMMA STILL Team Lead @ Seer Instructor @ Girl Develop It @mmstll
- 4. Seer Interactive • Agency: Analytics, PPC, & SEO • Office in Northern Liberties • 1 office in San Diego • ~100 full time employees • Philly 100, Philly Best Places to Work, Philly’s Coolest Companies 2015 • @seerinteractive
- 5. BILL SEBALD Owner @ Greenlane @billsebald
- 6. ‣Boutique Agency – SEO, PPC, CRO, Content Strategy ‣Office In Phoenixville ‣8 employees ‣Way smaller than Seer!!!
- 7. What is SEO?
- 8. SEO is about getting found.
- 10. • Using a computer-based algorithm, Google calculates a website’s relevancy, quality, & authority when determining where to rank a website for a given query. • This algorithm can be updated up to 500 times per year. How do search engines determine rankings?
- 11. Remember: there is no person actually reviewing your site to determine where it should be ranked. How do search engines determine rankings?
- 13. Search Engine Goals GOOD USER EXPERIENCE
- 14. Good User Experience Search Engine’s Goal • Relevancy
- 15. Good User Experience Search Engine’s Goal • Relevancy • Quality
- 16. Good User Experience Search Engine’s Goal • Relevancy • Quality • Authority
- 17. Good experience = algorithm updates
- 18. What do we do all day? An SEO’s job is to understand what Google deems relevant, quality, and authoritative to make good choices that will bring more quality traffic to a website.
- 19. “Soooo… how exactly do you do that?”
- 20. • On-page SEO factors • “In-page” SEO factors • Off-page SEO factors 3 Primary Elements
- 21. ON-PAGE SEO
- 22. ON-PAGE SEO the factors that help google find your website
- 23. • Keywords (relevancy) • Identify what people are most likely to search for when looking for your website • Keyword research On-page SEO Factors
- 24. Keywords Example On-page SEO Factors Write down what you would type into Google to find the items above
- 25. Keywords Example On-page SEO Factors Mid ring Midi ring Knuckle ring Mid knuckle ring Half finger rings Champagne glass Champagne flute Wine glass Sparkling wine glasses Champagne stemware Glass champagne flutes
- 26. Keywords Example On-page SEO Factors • Think about your brand for your group assignment • What are 2-3 keywords you think people would search for to find them online?
- 27. • Keywords (relevancy) • Architecture (quality) • How your website is built • Page load time, internal structure, links/URLs, etc. On-page SEO Factors
- 28. • Keywords (relevancy) • Architecture (quality) • Page content (relevancy & quality) • Copy • Page titles & headers • URL names • Internal Links On-page SEO Factors
- 30. If there is one thing to remember about On-page SEO … and this presentation
- 31. DON’T MAKE CRAPPY CONTENT
- 32. Content is KING
- 34. Don’t do this…
- 35. …or this
- 36. Do more like this
- 42. IN-PAGE SEO
- 43. IN-PAGE SEO aka “technical SEO”
- 44. Technical SEO
- 45. BOTS DON’T LIKE HARD WORK (so we make it really easy for them)
- 46. 1,720,000 Indexed Pages?!?! • Accidental duplicate pages • Pages that don’t need to index This means… • A lot of wasted crawl budget • Many good pages that won’t be found by Google • Lost traffic / revenue
- 47. It’s all equally important Some Important Areas to Audit Site Speed Internal Linking Canonical URLs Image/Video Optimization
- 48. OFF-PAGE SEO
- 49. OFF-PAGE SEO aka link building & local citation building
- 50. Local Citation Building / Local SEO
- 55. What is link building?
- 56. • Link building is the process of getting other websites to link to your website. What is link building?
- 57. Why is link building important?
- 58. Link building = Authority Authority = Trust Trust = Rankings Rankings = ?
- 59. Link building Off-page SEO Factors • When another website links to your website, Google sees this as a vote of confidence for your website. • Not all links are created equal.
- 61. > Quality of Links > Quantity of Links
- 62. “Sooo… how do you build links?”
- 63. 1. Build relationships. Treat other websites like potential business partners or friends
- 64. Link Building Examples: relationships Off-page SEO Factors • Guest posting • Sponsorships • Media relationships • Speaking engagements/biographies • Partnerships • Testimonials
- 65. 2. Build quality content.
- 66. 2. Build quality content. Create content that will appeal to those business partners and friends.
- 67. ! real example !
- 69. SEO takes time
- 70. SOCIAL MEDIA & SEO
- 71. Do tweets/likes/+1s affect rankings?
- 72. The short answer: NO
- 73. The longer answer: The impact of social engagement is still speculative but projected to be a critical ranking factor in the near future
- 74. • Increased visibility & awareness = links = rankings • Increased positive reviews on G+/Yelp = increased visibility in local search • Google+ • Posts are seen by Google almost immediately • Using social influence to build relationships = links = rankings • Audience analysis How social [indirectly] affects SEO
- 75. How social [indirectly] affects SEO Social Shares Social Impressions Influencer Impressions Links
- 76. Remember the relationships we’re supposed to be building? Identify influencers Build relationships = awareness Understand needs of others
- 77. • Identifying influencers • Finding out what your audience likes; create content for them that they’ll want to share • [example of Buzzsumo & Twtrland] SEO Benefits of Building Social Relationships
- 78. QUESTIONS?
- 79. • Get together with your groups • Brand > Challenge > Tactic • Example: Your tactic is to increase online revenue. Which SEO factors could you employ to help you increase online revenue and further the awareness objectives of your brand? • What SEO tactic did you choose? (content, architecture, link building) • Why did you choose that tactic? • How will that tactic help achieve your brand’s challenge? Take 10-15 minutes to work through your ideas with your group Each team will have 2-3 minutes to present their ideas Practice!