The document provides an introduction to SEO, explaining its importance for driving revenue, improving visibility, and enhancing user experience. It outlines how search engines work, the process of SEO, and its impact on lead generation, emphasizing the significance of organic search. Additionally, it discusses content marketing and presents case studies showcasing successful SEO strategies.

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What is SEO?Introduction to SEO
By Benjamin Dubuc
benjamindubuc.com | benj.dubuc@gmail.com

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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

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What is SEO?Why should you care
about SEO?

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SEO drives revenue
 Improve visibility by increasing rankings
 Get highly qualified leads
 Improve user experience
Drives revenue

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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

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And as an Inbound Marketing channel
SEO generate
leads 24/7

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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

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Of consumers start their
buying process with a
search engine50%
Google
Why should you care about SEO?

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of all the clicks go to the
first 5 organic results70%
MOZ
Why should you care about SEO?

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of consumers use Search
Engine to look for local
businesses.78%
Google
Why should you care about SEO?

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of B2B marketers say SEO
has the biggest impact on
lead generation57%
NewsCred
Why should you care about SEO?

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Organic Search leads
have a 14.6% close rate
compared to 1.7% for outbound
marketing leads.
HubSpot
Why should you care about SEO?

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Custora
Organic search is the Ecommerce
leading channel.
Why should you care about SEO?

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of ecommerce orders are
driving from Organic22%
Why should you care about SEO?
Custora

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What is SEO?
What is SEO?

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“Search engine optimisation is the practice of making
a webpage more likely to rank well, by improving its
accessibility, quality and authority.”
What is SEO?

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4 pillars of SEO
SEO=(Technology x Content x Authority x User Experience)

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Where is SEO sitting in the mix marketing ?
In the marketing mix, SEO
is fitting in the section
Place.

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SEO is a competitive advantage
Where is the best spot for
your business ?

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25% of
search users
click on PPC
ads
75% search users click
on organic results
Organic results generate significant traffic
*Data from AWR

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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

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How Do Search Engines Work?

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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

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Google serves SERPs based on user intent

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Google determines rankings through its Algorithms and machine learning
250+
factors
500+
Changes per year
+ Hummingbird for Semantic
+ Rank Brain (Machine Learning)

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Google’s Algorithm evolution
Mobile first
14/15/16
RankBrain
Penguin 3
Interstitials

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Googlebot Crawls the web

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How people are searching?

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Understand user intent
Google groups queries with 4
different type of intents.
I-WANT-TO-DO
I-WANT-TO-KNOW
I-WANT-TO-GO
I-WANT-TO-BUY

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I-WANT-TO-DO

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I-WANT-TO-KNOW

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I-WANT-TO-GO

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I-WANT-TO-GO

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31%
Location
28%
Hours
58%
Prices
27%
Reviews
27%
Availability
What consumers look for when searching for
local businesses
Google
Consumers searches for local information

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How SEO’s do SEO

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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

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Making a website Google friendly
Make sure a website is crawlable,
meets Google requirements, and
offers a good user experience.

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SEO Fundamentals
 Content
 Technology
 Architecture
 Trust
 Social
 Personal
User Experience
Authority
OnsiteOffsite

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Typical SEO Project structure
Keyword Research
Technical Audit &
Recommendations
Content Audit &
Recommendations
Content Gap
Analysis
Ongoing SEO

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Keyword Research
Keyword Research
Understanding what your customers are
already searching for across every stage
of engagement.

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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
…

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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
…

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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

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From SEO to SXO
Search Engine Optimization VS Search Experience Optimization

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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.

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Content Marketing

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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.”

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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”

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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

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Case studies

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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

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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.

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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

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Follow me on Twitter: twitter.com/DbBenj
Join me on LinkedIn: linkedin.com/in/benjamindubuc
Send me an email: benj.dubuc@gmail.com
Thank You !