SEO is often perceived in a negative way, in this slide, I've tried to explain why people should care about SEO, what it is, and how it works with using simple words.
Summary:
1. Why should you care about SEO ?
2. What is SEO ?
3. How do search engines work ?
4. How people are searching ?
5. How SEO’s do SEO ?
6. From SEO to SXO
7. Content marketing
8. Case studies
2. Benjamindubuc.com
1. Why should you care about SEO ?
2. What is SEO ?
3. How do search engines work ?
4. How people are searching ?
5. How SEO’s do SEO ?
6. From SEO to SXO
7. Content marketing
8. Case studies
Summary
5. Benjamindubuc.com
SEO increase profit
SEO has an impact on every channel as the purpose of it is to improve user
experience and drive qualified leads.
Better quality score in SEM (lower CPA)
Leads more relevant for remarketing
Increase ROI
7. Benjamindubuc.com
In moments of need, people turn to their
phones and search.
To meet these needs, people are at least twice as
likely to use search than other online or offline
sources such as store visits or social media.
Google have found that…
Google
21. Benjamindubuc.com
Higher rankings mean more clicks
CTR tails off the lower down the rankings the website is
Example keyword:
Mortgages
Search volume:
40,500 (monthly)
Halifax Rank #3
9.05% ‘Share of Voice’ (SoV = total keyword volume * total CTR)
3,665 search users clicking through to Halifax.com
23. Benjamindubuc.com
Google ranking process
Google crawl the web
Google’s algorithm give a
score to each page
Google attribute a ranking
for a page according to a
dedicated keyword
Most
relevant
Less
relevant
25. Benjamindubuc.com
Google determines rankings through its Algorithms and machine learning
250+
factors
500+
Changes per year
+ Hummingbird for Semantic
+ Rank Brain (Machine Learning)
36. Benjamindubuc.com
It’s not an exact science but it’s not black magic
What my mum thinks I do What my friends think I do What my boss think I do
What my clients think I do What I think I do What I really do
37. Benjamindubuc.com
Making a website Google friendly
Make sure a website is crawlable,
meets Google requirements, and
offers a good user experience.
41. Benjamindubuc.com
Technical Audit & Recommendations
Technical Audit & Recommendations
Optimizing technical aspects of your site so
that you appear when they’re actively looking
for what you sell/do. All the technical stuff
that developers don’t do.
Page Speed
Accessibility
Indexation
Canonical tags
Breadcrumbs
Redirects
…
42. Benjamindubuc.com
Content Audit & Recommendations
Content Audit & Recommendations
There is no sense having a website dedicated
to talking about Assisted Living when everyone
in NZ searches for Retirement Homes.
Meta titles
Keywords use
Targeted content
Internal Architecture
Microdata
SOV analysis
Semantic
…
43. Benjamindubuc.com
Ongoing SEO
Ongoing SEO
Content creation, distribution. Google constantly
changes its algorithm, your competitors change
their sites, you change yours.
They all affect rankings.
Content Marketing
45. Benjamindubuc.com
Good content will
We have the product or/ and useful
information that you are looking for.
If it’s not you will be penalized
People link to/ like/ share my page &
mention my brand
1) Answer a user query
3) Match user intent
4) Get authority/ Engage
2) Be original
You can book/ buy/ watch on this
page.
47. Benjamindubuc.com
What is Content Marketing?
“Content marketing is the marketing and business process for
creating and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood target
audience – with the objective of driving profitable customer
action.”
48. Benjamindubuc.com
Content Marketing is not new
In 1895 John Deere
Launches Customer Magazine
Called “The Furrow”
In 1900 Michelin
Develops
“The Michelin Guides”
In 1982 Hasbro
Partners with Marvel to create
“GI JOE Comic Book”
49. Benjamindubuc.com
Content Marketing nowadays
Blogpost
Infographic
Video (“How to…”)
Quiz
Conference
Podcast
Guide
Ebook
Column
Webinar
…
Content is holistic; it’s anything we can read,
watch, see, or hear.
Webinar
Webinar
Product review
Infographic
51. Benjamindubuc.com
Eg. Wiley
SEO Tactics
• Onsite SEO
• Content Marketing
Wiley Captures $1,860,000+ Annually
Using SEO tactics for Organic Search
Gains
Austin Kane, SEO Strategist of Wiley overcomes severe algo penalty
and competitive threats, increases traffic by over 6 million
additional page views per month
Brightedge
Austin Kane, SEO Strategist
52. Benjamindubuc.com
Eg. MyProtein.com
The product listings are super-informative and
include most of the necessary information to make
the sale right then and there:
Customer reviews are in plain sight.
Includes symbols to let you know whether the
product is vegan or gluten-free.
Key selling features are listed in checklist form.
Coupon deals are included in the product listing.
The price lets you know how much you save.
53. Benjamindubuc.com
Eg. The Network
SEO Tactics
• Competitors keyword analysis
• Content Marketing
The Network Increases Organic
Traffic by 226%
Pia Adolphsen sees 41,600 visitor increase to the site and 50,500
visitor increase to the expanded blog
Brightedge
Pia Adolphsen
54. Benjamindubuc.com
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Join me on LinkedIn: linkedin.com/in/benjamindubuc
Send me an email: benj.dubuc@gmail.com
Thank You !