3 hour SEO introduction for IDEA Programme Master Class at Università Cattolica Milano.

1. SEO
Search Engine Optimization
simone righini - 2015 - robot.seo@gmail.com - www.goatseo.com

2. 1) Search organic traffic and paid traffic sources
2) The SEO's role and responsibilities
3) Understand user intentions for SEO Strategy Planning
4) SEO Analysis, tools and best practices

3. 1) Traffic sources, user experience and conversions
website
conversion

4. ● Direct
● Email
○ Direct Email Marketing (own database)
○ Direct Email Marketing (third party database)
● Search Engine Organic traffic
● Ads
○ Pay Per Click (AdWords, Facebook)
○ Display (Banner, Retargeting*)
○ Social (Pay per Tweet)
● Social (Organic Reach Traffic)
● Referral
○ Other websites, forum, blogs
○ Affiliates
○ Hub (ex. TripAdvisor)
○ Apps
○ Pay per Visit (ex. pop under, Fulltraffic)
1) All traffic sources

5. 1) What is a search engine?
A. an intelligent software that learns from its users
B. a big data archive
C. a ranking algorithm
D. a company with an aim of gaining a profit
E. a mass media with advertising business model

6. 1) What is a search engine?

7. 1) What if...
$ 11.3 b ?
2014?
$ 45 b ?
4.6
2014 $146b?
1
30%?
90% of Google’s revenue comes from Advertising

8. 1) Digital Advertising Overview

9. 1) Search Engine main revenues in context
$
$
click
click

10. 1) Inside search advertising

11. 1) Google’s best clients
2013 Google Search
Top Ad Spenders
in Million $

12. 1) Inside Organic Results...
$
organic results

13. 1) (good) SEO’s Return on Investment

14. 1) Inside Organic Results...
For each Keyword Google must have
a ranking… and
Nearly 500 Million Searches A Day Are For
Things Google Has Never Heard Of
(it’s 15% )
Read more: http://www.businessinsider.com/500m-things-google-has-never-heard-of-2013-
5#ixzz3YB02jLIO

15. 1) New keyword, contest, ranking history
“Bellimbusto” contest was done by SEOTraining, slide curtesy of SEOJedi

16. 1) MOTO GP World Champions

17. 1) MOTO GP World Champions… team!
budget
strategy
endurance
quality
driver
engine
tires
team
engineers
technology
luck
… name one!
Everyone is searching for a good team player but…
what do we need to learn to become one?
SEO is just one member of the web team!

18. 2) Search Engine Traffic chain

19. 2) What’s Search Engine Optimization?
USER INTENT

20. 2) From user needs to keywords

21. 1) Search Engine Ranking Factors

22. 3) inside user intentions

23. 3) inside user intentions… using ads

24. profile
intention
interest
need
3) inside user intentions: search VS display

25. 3) the long tail... and our best target

26. users goal:
feel good
our goal:
profit
3) inside user intentions… using content

27. ?
3) perfect seo landing page

28. 3) perfect seo landing page… wikipedia?!
User’s Keywords in...

29. 3) Build a SEO Strategy from the bottom

30. 3) Build a SEO Strategy from the bottom

31. 3) let’s simplify!

32. 4) SEO Tools
Easy:
WooRank
Medium:
Google Search Console
SemRush
Search Metrics
Google Analytics
...

33. 4) SEO Tools (search metrics)

34. 4) SEO Tools Off Page (search metrics)

35. 4) SEO Tools On Page (seozoom)

36. 4) SEO Tools On Page (seozoom)

37. 5+1) Everything in one slide
6
Your Team

38. Thank you!
simone righini
robot.seo@gmail.com
rrrs.it