This document provides a crash course overview of search engine optimization (SEO) fundamentals. It discusses how Google indexes websites and ranks pages, the importance of keywords and links, and how SEO has evolved to also focus on elements like website speed, mobile optimization, and content quality. The document then outlines best practices for on-site and off-site SEO, including keyword research, optimizing web pages, earning links, local search engine visibility, and using analytics to measure success.

1. S E O : A C R A S H C O U R S E
E T H O S E O . C O M

2. D O W N L O A D T H I S D E C K
E T H O S E O . C O M / B L O G /

3. 1 0 8 B I L L I O N S E A R C H E S
E V E RY M O N T H

4. 5 0 0 M I L L I O N N E W S E A R C H
Q U E R I E S E V E RY D AY

5. WHAT?

6. • Click through rate curve
Selfie Stick

7. I S A B A N A N A A H E R B ?

8. I F O U R K N E E S B E N T T H E O T H E R WAY
W H AT W O U L D A C H A I R L O O K L I K E

9. New Words

10. A B O U T 3 6 5 , 0 0 0 , 0 0 0 R E S U LT S ( 0 . 4 0 S E C O N D S )

11. A B O U T 7 0 , 2 0 0 R E S U LT S ( 0 . 4 0 S E C O N D S )

12. 1. H O W G O O G L E W O R K S
2. H O W T O O P T I M I Z E Y O U R W E B S I T E
F O R S E A R C H
3. H O W T O M E A S U R E Y O U R S U C C E S S

13. S E O I S A B O U T B U I L D I N G A G R E AT
U S E R E X P E R I E N C E F O R Y O U R I D E A L
U S E R T O I M P R O V E S E A R C H E N G I N E
R A N K I N G S O R G A N I C A L LY.
1. U N I Q U E
2. R E L E VA N T
3. H E L P F U L

14. A D A M A U D E T T E - R I M M - K A U F M A N G R O U P
“SEO should be an invisible layer beneath a strong
user experience, a beautiful site, and a clear,
coherent message and purpose.”

15. G O O G L E I N D E X O F T H E W E B

16. S P I D E R S C R A W L A N D C O L L E C T PA G E S

17. PA G E S A R E S O R T E D B A S E D O N 2 0 0
FA C T O R S H T T P : / / S E A R C H E N G I N E L A N D . C O M / S E O TA B L E

18. S I M P L E , R I G H T ?

19. T H E O L D M O D E L
S E O
K E Y W O R D S L I N K S R A N K I N G S

20. S E O
I N 2 0 1 5
K E Y
W O R D S L I N K S
R A N K
S P E E D
U X W E B
S PA M
C O N T E N T
L O C A L
E M A I L
O U T R E A C H M O B I L E
C R AW L
G O O G L E +

21. T H I N G S H AV E G O T T E N
H A R D : (

22. O P P O R T U N I T Y A B O U N D S
0
1.5
3
4.5
6
2007 2008 2009 2010 2011 2012 2013
5.9
5.1
4.7
3.6
2.61
1.7
1.2
Number of Searches Per Day
Almost six Billion queries per day

23. S E A R C H D R I V E S M O R E T H A N H A L F O F
A L L W E B S I T E V I S I T S
H T T P : / / W W W. C O N D U C T O R . C O M / B L O G / 2 0 1 4 / 0 7 / U P D AT E - O R G A N I C - S E A R C H - A C T U A L LY-
R E S P O N S I B L E - 6 4 - W E B - T R A F F I C /

24. 8 0 % O F I N F O R M AT I O N A L
C L I C K S G O O R G A N I C .

25. S E O I S N ’ T D E A D .
I T ’ S J U S T D I F F E R E N T.

26. 1. K E Y W O R D R E S E A R C H
2. O N - S I T E S E O
3. O F F - S I T E S E O

27. R E S E A R C H - H O W T O D E T E R M I N E W H I C H
K E Y W O R D S T O TA R G E T B A S E D O N C O M P E T I T I O N

28. T Y P E S O F Q U E R I E S
PercentofSearches
0%
20%
40%
60%
80%
100%
Information Navigation Transaction

29. T H E S E A R C H D E M A N D C U R V E
Wedding photographer
Local wedding photographer
SEA Wedding photographer cost
Hire a wedding photographer near me
Photographer
Competition
Number of SearchesHigh Low
High
Low

30. U N D E R S TA N D W H I C H S TA G E O F T H E
B U Y I N G F U N N E L Y O U R C U S T O M E R I N ?
Awareness
Interest
Desire
Action
photographer
wedding photographer
B’Ham Wedding photographer cost
Hire a wedding photographer near me
Evantide photography reviews

31. U S E T H E A D W O R D S K E Y W O R D
P L A N N E R F O R I D E A S

32. U S E W E B M A S T E R T O O L S

33. S E A R C H S U G G E S T + A D W O R D S
= B I G W I N S

34. K E Y W O R D . I O I S A N A W E S O M E T O O L

35. C U S T O M E R D ATA - F T W !

36. O N S I T E S E O - H O W T O O P T I M I Z E
W H AT ’ S O N Y O U R S I T E

37. L E T ’ S S TA R T W I T H A G O O D D E S I G N

38. A N D M A K E S U R E I T L O A D S Q U I C K LY
( U N D E R T W O S E C O N D S )

39. W O R D P R E S S M A K E S I T E A S Y

40. F I N D A K E Y W O R D TA R G E T

41. S O I F O U R B A S E K E Y W O R D I S
E N G A G E M E N T P H O T O I D E A S
• engagement photo ideas Seattle
• engagement photo ideas for winter
• engagement photo ideas with child
• engagement photo ideas for spring
• engagement photo ideas for
summer
• engagement photo ideas indoors
• engagement photo ideas beach
• engagement photo ideas dog
• engagement photo ideas
downtown
• elegant engagement photo ideas
• easy engagement photo ideas
• evening engagement photo ideas
• engagement photo ideas for fall
• engagement photo ideas for plus
size

42. C O M P E T I T I O N

43. A D D I T T O Y O U R T R A C K I N G A P P

44. C R E AT E A N E W P O S T

45. A D D G R E AT C O N T E N T

46. 1. U N I Q U E - D O E S N ' T A P P E A R
E L S E W H E R E O N T H E W E B ( I F I T
D O E S Y O U H AV E T O B E 1 0 X B E T T E R )
2. R E L E VA N T - D O E S I T C O N TA I N
R E C E N T T E R M S T H AT R E A L P E O P L E
U S E ?
3. H E L P F U L - D O E S I T R E S O LV E U S E R
Q U E RY, O R B E T T E R Y E T, L E A D T H E M
T O M O R E P O K I N G A R O U N D O N
Y O U R S I T E

47. A D D I M A G E RY

48. B U T WA I T !

49. S AV E A S : B E U N I Q U E

50. A D D AT T R I B U T E S

51. A LT T E X T B E S T P R A C T I C E
• Not so good: <img src="puppy.jpg" alt=""/>
• Better:<img src="puppy.jpg" alt="puppy"/>
• Best:<img src="puppy.jpg" alt="Dalmatian
puppy playing fetch">
• To be avoided<img src="puppy.jpg" alt="puppy
dog baby dog pup pups puppies doggies pups
litter puppies dog retriever labrador"/>

52. I N S TA L L T H E Y O A S T S E O P L U G I N

53. O P T I M I Z E T I T L E TA G , M E TA
D E S C R I P T I O N A N D S O C I A L

55. S U B M I T Y O U R N E W PA G E , P O S T, O R
G A L L E RY T O W E B M A S T E R T O O L S

56. O F F S I T E S E O - H O W T O E A R N
M E N T I O N S , L I N K S , A N D R E V I E W S

57. 1. L I N K E A R N I N G
2. L O C A L
3. R E P O R T I N G

58. L I N K E A R N I N G

59. F I N D AT L E A S T F I V E O U T R E A C H
TA R G E T S

60. S E N D A S I M P L E E M A I L

61. S H A R E , B U T F O L L O W
T H E 8 0 / 2 0 R U L E

62. D R I V E S O M E T R A F F I C

63. D O R E A L T H I N G S O F F L I N E T H AT
L E A D T O O N L I N E M E N T I O N S

64. L I K E S P E A K I N G AT P H O T O L U S H

65. U S E I M A G E R A I D E R & B U I L D
R E L AT I O N S H I P S

66. L O C A L S E A R C H

67. G O O G L E M Y B U S I N E S S

68. A D D B U S I N E S S P H O T O S

69. B I N G P L A C E S F O R B U S I N E S S

70. YA H O O S M A L L B U S I N E S S

71. U S E Y E X T T O F I N D I S S U E S

72. U S E M O Z L O C A L T O O

73. E A R LY A D O P T I O N I N L O C A L I S A N
U N FA I R A D VA N TA G E .

74. F I V E R U L E S F O R W E B
A N A LY T I C S S U C C E S S

75. # 1 I N S TA L L
G O O G L E
A N A LY T I C S

76. # 2 H AV E A G A M E P L A N

77. B U S I N E S S
O B J E C T I V E
G O A L K P I K P I TA R G E T
Sell Services More Sales
Monthly
Revenue
$15,000 / Mo
Generate Leads
Provide White
Papers
# Of Downloads 15 / Mo
Improve Brand
Awareness
More Brand
Mentions
Branded Search
Terms
500 Branded
Queries / Mo
A N A LY T I C S M E A S U R E M E N T M O D E L

78. # 3 C R E AT E G O A L S

79. C A M PA I G N S E O PA I D S O C I A L
C O S T $1440 $500 $1000
C O N V E R S I O N S 75 50 10
Cost Per
Acquisition
$19.2 $10.0 $100.0
C O S T P E R A C Q U I S I T I O N

80. # 4 S E G M E N TAT I O N I S K E Y

81. # 5 L I N K A D W O R D S

82. C R E AT E A D A S H B O A R D & S AV E T I M E

83. A N A LY Z E . T H I N K . A C T.

84. T H A N K Y O U
@ E T H O S E O

85. D O W N L O A D T H I S D E C K
E T H O S E O . C O M / B L O G