SEO - KCDMA Bootcamp 2019

1. Search Engine Optimization
What is it?
What value does it provide?
How does it work?
SEO

2. SCOTT SCHAPER
RSM Marketing

3. Who is Scott Schaper?
INTRO

4. Founded Unravel 2009
Serial Entrepreneur
SEO for 11 Years
2 Mergers 2018
INTRO

5. Youngest of 5
Grew up in St. Louis
Married with 2 Boys
Personally...

6. Undergrads in
Business
Psychology
Education...

7. Where...

8. Books...

9. Podcasts...

10. I Love Live Stuff too...
INTRO

11. Bands...

12. Comedians...

13. Bucket List...
(check)
Northern
Lights?

14. Movie...
My Favorite Movie Stuff
» Submarines
» The best version of Alec
» A Russian with a Scottish Accent
» Russian Stereotypes:
» Pale-faced
» Smoking
» Needing Help

15. Celebrity Obsession...

16. SEO &
Digital Marketing
Makes me Giddy
Professionally

17. Creating Value

18. Creating Traffic

19. Creating Traffic

20. SEO is Organic
SEO is Long-Lasting
SEO is Required
SEO

21. SEO Reliably Produces Results
Measurable & Data-driven
SEO

22. SEO
Where’s the rub?

23. SEO is also Mysterious,
vague, multi-layered,
easy to understand,
hard to master
Spilt Tea

24. Ask 10 People:
Get 10 Answers
Get 10 Prices
Get No Results
Bad Actors

25. SEO as Specific Tactics
» SEO as a Marketing Strategy
Talk about SEO...

26. SEO provides a Competitive
Advantage
SEO as a Strategy

27. Exposes Your Digital Assets
Creates Impact using your
Website & Content
Stategically, SEO...

28. Google Analytics &
Google Tag Manager
10,000 Points of Light
What do you pay attention to?
SEO Analytics...

29. Google Analytics &
Google Tag Manager
10,000 Points of Light
What do you pay attention to?
SEO Analytics...

30. On Domain
On Page
On Platform
Google: Controllables
SEO Tactics

31. Website Backend
Technical Factors, HTTPs, Search
Console, Analytics, Tag Manager,
Sitemaps, Schema, Meta?
SEO Tactics

32. Website Frontend
Mobile
Content, Navigation,
Accissibility, Security
SEO Tactics

33. Off Domain
Link Building (still)
Directory (NAP)
Reviews
Google: Less Controllable
SEO Tactics

34. ALL
OTHER
DIGITAL
EFFORTS
SEO Impacts...

35. WEBSITE
Nav, Content, Page Length,
Searchability, Links, Content
Organization, Blogging,
Duplicate Content
SEO Impacts...

36. PPC
LOWERS your Ad Spend
SEO Impacts...

37. BLOGGING
Increases your Reach,
Stickiness, Engagement,
Entrance Page
SEO Impacts...

38. SOCIAL
Increased Likes on FB
Brand Awareness on Pinterest
eCommerce is AMPed Up
SEO Impacts...

39. SERVICE CONTENT
Increased Length, Reach,
Stickiness
SEO Impacts...

40. TRAFFIC (of course)
Search Rankings Up
SEO Impacts...

41. AWARENESS
Near Me Searches, Local, Maps,
Directories, Google Maps,
Apple Maps, Siri
SEO Impacts...

42. Timing
1 3 6 12
PPC SEO BLOG
months
tactic

43. SEO at 4 Months...

44. SEO at 12 Months...

45. SEO at 22 Months...

46. Doing One Thing
Marketing is Layered
June Broad Core Update
(Y & YL Update)
SEO Misses...

47. Doing One Thing
Not Looking at Data
Timing Out
Marketing is Layered
SEO Misses...

48. RATE OF CHANGE
ALGORTHM UPDATES
PROVIDES MASTERY
June Broad Core Update
(Y & YL Update)
SEO EXPERTISE...

49. Retail, Healthcare,
Gambling, Financial
Trading, Furniture
21% Change in Search
SEO Y & YL

50. Key Action Takeaways
SEO

51. » Measure
» Goal Seek
» Research
» Watch Yourself...
» ...What Works?
SEO

52. » Longer Content
» Check Mobile (NOW)
» Install GA / GTM
» Join the Search Console
» Curate other Content
» Get a Link Back
Websites...

53. SEO IS
DIGITAL
MARKETING
GLUE
SEO

54. QUESTIONS
Thank You

55. linkedin.com/in/scottschaper
sschaper@rsmconnect.com
Connect