This document discusses search engine optimization (SEO) strategies for ranking higher in Google search results. It begins with an introduction to the presenter and an overview of paid, owned, and earned media. The bulk of the document focuses on SEO as the biggest driver of earned media, explaining how SEO works to help websites rank for relevant search terms. It provides tips for on-page optimization including keywords, headlines, and links, as well as off-page techniques like building high-quality backlinks. The presentation concludes that SEO requires ongoing work but can provide long-term benefits like increased traffic, brand recognition, and owning top search positions.

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SEO 101 in 2015:
Ranking Higher in Google
Adam Dince @adamdince
Director of Earned Media, Deluxe SB

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Agenda
• Introduction
• Earned Media
• SEO
• Results
• Questions

3. Introduction

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About me
• Prior to Deluxe: VP, Director of Search MRM-McCann, iCrossing
• MBA, Integrated Marketing Communications (2017), St. Catherine University
• More than 14 years of experience in online marketing and Web development, both B2B and B2C
• Have helped dozens of Fortune 100 companies as well as small business owners create winning online
strategies

5. Overview of online media
Paid vs owned vs earned

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The three primary types of media
Paid Media
Paid (advertising)
Earned
Media
Non-Paid (Not advertising)
Online WOM
Marketing
Owned
Media
Web Properties
Drives Traffic
Pays off media with quality content/experience

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Definition of earned media
Earning (not buying) marketing results on search engines, social networks and
the Web at large

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Three components of earned media
• SEO: Convincing search engines that we are the best possible result to return
for a user’s query
• High quality content + keyword optimization + Website experience + clean code + inbound
links
• Social Media: Building a relationship with our audience that nets in long-term
sales and friendships
• Empowering happy customers to advocate on our behalf
• Content Marketing: Helpful content that solves problems and convinces them we are the right
solution

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SEO continues to be the biggest driver of earned media
performance
SEO Social
Media
Content
Marketing
Earned
Media

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SEO will continue to be the biggest driver of earned media
results
• Searchers are actively looking for something
• People on social media are in a passive mode, don’t want to be bothered by
brands
• People already have content fatigue which makes content marketing
challenging

11. What is SEO?

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People are searching
91% of Internet Users
Search (via search
engines) Every Month
HubSpot, 2014
Over 80% of Deluxe
customers use search
engines to find products

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Across a multitude of devices

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Across a variety of search engines

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The search results landscape
PPC
PPC
Traditional SEO
Maps Local
SEO Local
News SEO
Earned Media
Non-Paid
Long-Term
Earned Media
Non-Paid
Long-Term
Earned Media
Non-Paid
Long-Term
Paid Media
Auction Based
Immediate
Paid Media
Auction Based
Immediate
Earned Media
Non-Paid
Long-Term

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Organic / earned results, most trusted

17. How SEO works

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SEO starts by a search engine robot visiting your Website

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Remember Pac-Man? Search robots work the same

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Once search engines store Website pages, they become
eligible for return in search results pages

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There’s a science behind ranking well in search results

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The algorithm boils down to the following top-level themes
WINNING!
Earning
Trust
Premium
Content
Technical
Stuff

23. The technical stuff

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Have you heard the rumor that all you need is good content to
rank well in search results?
Source: www.rimmkaufman.com

25. Premium content
Following Google’s lead

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What does Google know about quality anyway?

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Google knows a lot!
Source: http://www.mylocalbusinessonline.co.uk/google-quality-rater-guidelines-leaked/

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Human feedback informs algorithmic factors
Source: Searchmetrics.com
Source: WiredSEO.com

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Like the Phantom update launched on April 29th 2015

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Google does provide free advice for quality content
• Would you trust the information presented in this article/page?
• Is this article written by an expert or enthusiast who knows the topic well, or is it
more shallow in nature?
• Does the article/page provide original content or information, original reporting,
original research, or original analysis?
• Does the page provide substantial value when compared to other pages in
search results?
• Would you be comfortable giving your credit card information to this site?
• Does this article contain insightful analysis or interesting information that is
beyond obvious?
Source: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html

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You’ll get what you give
Source: thisisindexed.com

32. On-page
optimization

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The perfectly optimized Web page
1
2
3
4
5
6
7
# Element Description
1 URL Including keywords in the URL will help search engines
better understand what the page’s content is about
2 PAGE TITLE The most important SEO element. Include keywords as
close to the beginning of the title as possible. Limit 55
characters.
Appears in the browser tab and is the blue clickable text
in a search result.
3 META-DESCRIPTION Does not appear on page. Returns as the regular text
underneath the blue clickable text in a search result
4 PRIMARY HEADLINE The second most important SEO element. Include
keywords within the H1 tag.
5 BODY CONTENT Make sure to include keywords where appropriate. Do
not stuff. Ensure content reads well.
6 IMAGE NAMES When placing important images on your Web pages,
include keywords in the filenames as appropriate
7 IMAGE ALT TAGS Most Website platforms allows you to append ALT text to
images. Include keywords as appropriate.

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Some on-page elements return in search results pages
Page Title
URL
Meta-
Description
Page TitlePage Title

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Ensure keywords are included in content

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Give your location the spotlight
In the header
of every page
In the footer of
every page

37. Earning Trust

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What is off-site optimization?
• Just because you write content doesn’t
make you an authority
• Google sees quality Websites linking to
your Site as votes of trust in your favor
• The more quality inbound links your
Website receives, the better you will
rank in Google search results

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How search engines view links
Your Site
Competitor Site
Competitor Site

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Link relationships are stored in search engine databases

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Tips on building authority and trust
• Links to your site from 3rd party sites
• Website citations
• Local directory listings
• Business partners
• Local news interviews
• Share links to important content on your site through your social networks
• Build relationships online and offline

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Get listed in important local directories, keep consistent NAP

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Register with Google My Business and Bing Places for
Business

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Publish helpful editorial content and share through social,
email and print marketing

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There are rules to the linking road
https://support.google.com/webmasters/answer/2604774?hl=en

46. Results can be meaningful

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An example of organic search growth
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
Traffic Revenue
2013 2014
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Traffic Revenue
Jan-Feb 2014 Jan-Feb 2015

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Is organic search more effective than social media?

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Improved brand recognition

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Own the first page of SERPs for your brand name

51. Conclusion

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In summary
• SEO is a powerful part of online earned media
• SEO is an investment that takes time to mature
• SEO is comprised of technical & content optimization + inbound linking
• SEO and PPC make a great team
• SEO can be influenced by social activity, but no direct causation

53. Questions & Answers
@adamdince