This document provides an overview of search engine optimization (SEO) and inbound marketing. It discusses why SEO matters for businesses, how search engines work, and the various on-page and off-page optimization techniques that can help improve organic search rankings. These include on-page SEO best practices like keyword research, optimizing page titles and content, and off-page factors like link building. Regular audits and measurement of efforts are also recommended to track performance and return on SEO investments. The goal is to understand user intent and provide relevant, high-quality content to both searchers and search engines.

1. SEO/Inbound
Marketing
(Crash Course Edition)
Presented by Frank Ramey of Enotto

2. Should you care about
SEO?
● Are people actively looking for
what you sell/offer?
● Do people research your
product/service?
● Will customers seek you out
directly (i.e. non-
marketplace)?
● Do you like free marketing-
qualified traffic?

3. SEO and ranking well help
you build a predictable and
scalable sales model
(a sales engine)

4. SEO/Inbound should...
● Help search engines crawl and index your site & rank
it well for relevant queries
● Grow your brand while earning & converting traffic
through various methods and sources
● Maximize your website’s contribution to your
business and marketing goals

5. SEO and ranking well are
just means to an end.
Do you convert visitors to customers
(and keep them)?

6. Today’s Goals
Provide you with tools and knowledge so you
can better use SEO & Inbound Marketing
➔ Keyword Research
➔ On-Page SEO
➔ Link Building
➔ Content Creation
➔ Social Media

7. Why do search engines matter?
Organic search provides an
average 33% of a website’s
traffic (this percentage can be as
high as 75%)

8. Which search engines matter?
In the US and Europe, Google is king supreme.
Russia and China each have their own national
search engines (Yandex and Baidu).

9. Do I want to “do” something. Buy concert ticket
or watch a video
Know I want information. Name of a TV show,
good area coffee shops
Go I want to go to a specific place
online. Email, website, etc.

10. Will a searcher be
satisfied with what
they find on your site?

11. Estimated Weightings
of Ranking Factors
There is no single dominant factor
These are general assumptions of
weighting. Nobody outside of Google
reallys knows true weighting.

12. Search Engine
Optimization: a marketing
effort that is focused on
organic search
results
in order to improve
rankings, drive traffic, and
accomplish a goal (increase
awareness, conversions,
leads, etc).
The Tools of the Trade
● Search Friendly Site
○ Technical
● Target Keywords
○ On-Page Optimization
● Link Building Campaigns
○ Off-Page Optimization

13. You have to help a search
engine understand what
your site is about in order for
it to rank you.

14. Search Engines are
Answer Robots.
They provide two things:
1: Results that are relevant to the
query (answers).
2: A ranking of results based on
current popularity of the result (the
most likely best answer).

15. How People Use
Search
1. Experience the need for an answer,
solution or information
2. Articulate the need via a query (string
of words)
3. Enter the query in search engine
4. Look through search results for
match
5. Click result
6. Quickly review result and decide if
need was met
7. If not, return to search results and
click another link
8. If need still isn’t met, perform new
search

16. Rankings Matter.
On Google:
➔ #1 spot gets 18-36% of clicks
➔ #2 gets 10%
➔ #3 gets 7%
➔ Top 10 results get 52%
On Bing:
➔ #1 spot gets 9.6%
➔ Top 10 get 26%

17. On-Page SEO helps search
engines figure out what a
page is about, and how it
may be useful to searchers

18. What search engines ask for.
○ Make pages for users, not crawlers (but do both)
○ Don’t present content differently to crawlers and users
○ Don’t bury content in “rich media” like Adobe Flash &
JavaScript.
■ Crawlers can’t really read that info
○ Display text that you want indexed
■ Don’t “hide” relevant information like addresses as images

19. What is bad SEO?
○ Content blocked behind logins or forms
○ Duplicate pages/content
○ Requested blocking in code
■ (robot.txt or robot meta)

20. What else is bad SEO?
○ “Deep” and confusing site structures
○ Non-text content
○ Targeting the wrong audience

21. On-Page SEO
❏ Make sure your website is
mobile responsive (50% of
web traffic)
❏ Make your site secure
(HTTPS)
❏ Wrap your page Titles in a
<H1> tag (use keywords!)
❏ Wrap your Subheadings in a
<H2> tag
❏ Good outbound links to
other relevant sites

22. On-Page SEO pg2
❏ Keep under 3mb, 3sec load
❏ KW/LSI every ~100 words
❏ Use good alt text for images
❏ Add contextual text to
Flash/Javascript pages
❏ Provide transcripts for audio
and video files
❏ Submit sitemap to Google
Webmaster Tools & Bing
Webmaster

23. Audit your site every quarter
● Check site speed
○ GTMetrix
○ Google Page Speed Analyzer
● Know how crawlers see your site
○ Screaming Frog SEO Spider
● Review links to your site (aka backlinks)
○ MOZ Open Site Explorer

24. Target keywords and
phrases help search
engines understand what
your site is about.

25. Do your keyword
research homework
● MOZ Keyword Explorer
● Google Keyword Planner
○ Part of Google Ads
● Google Trends
● Ubersuggest
● Pay-Per-Click

26. It’s important to understand
the intent of the searcher.
Why that query?

27. Run the numbers.
Figure out what the average value of a
customer is for key search term.
Decide how many resources you put
into ranking for the term.
Example
Ad = 4,000 impressions/day
Clicks on Ad = 50/day
Conversions from Ad = 1/day
Conversion Rate = 2%
Now you can estimate:
#1 ranking = 720-1,440 clicks/day (18-36%)
2% Conversion Rate = 14-28 Customers/day
Avg Profit/Customer * # of Customers = Keyword
Value

28. Don’t Discount the
Tail
Long tail traffic tends to convert better
since they’re looking for a specific
thing.
“best price on Nikon D850 with black
camera bag combo kit” Image Source: Raven Tools

29. Where to use
keywords
❏ In URL
❏ Beginning of page title
❏ Near top of page (first 100
words)
❏ 1 - 3 times for every 100
words
❏ At least once in alt tag for
image on page
❏ At least once in meta
description

30. Your meta data is what
Google shows in results.
● Page Title: what you want to rank
for as far left as possible.
○ Primary Keyword – Secondary Keyword | Brand Name
○ 50-60 characters
● Write meta description like ad copy
○ Page title too
○ 130-150 characters
● All pages matter
○ Not just homepage!

31. What affects rankings?
➔ Engagement
◆ More relevant to searchers = lower
bounce rates = better ranking
➔ Quality of Content
◆ Create valuable, unique, and rich
content
➔ Links
◆ Inbound links indicate popularity

32. Inbound links are one of the
most important aspects for
ranking well.

33. Image source: Moz.com

34. Not all links are the same.

35. Sites to target for
links
➔ Sites that link to your
competitors
➔ Your vendors
➔ Your customers
➔ Relevant blogs
➔ News media sites
➔ .edu/.gov sites
➔ Where your target
customers are

36. How to get links.
● Sharing your content
● Product reviews
● Product giveaways
● Guest posts
● Going “viral”
● Broken link building
● Earned media

37. Content Creation
❏ Unique content
❏ Solves a customer pain
❏ Know, Like, Trust
❏ 2000+ words (min is 300)
❏ Use Keywords/LSI
❏ Update old with new data
❏ Internal linking
❏ Look in the long tail

38. Effects of Social Media.
● Some correlation, but not
sustaining
● Google looking for “brand
awareness”
○ People talking about you
● Posting isn’t enough, engagement
is what matters (likes, shares,
retweets)
○ Videos and photos do the best

39. Measure your efforts.
○ Google Analytics to identify traffic
sources/popular pages
○ Use Google/Bing Webmaster tools
to review/track keyword traffic
■ Know what you rank for (Authority Labs Rank
Checker)
○ Review keyword conversion rates

40. Common SEO Myths
● Length of Domain registrations matters
● #1 spot on a key term will make everything better
● SEO is a “once and done” endeavour
● No value in multiple links from same domain
● You should believe everything Google says about SEO
● PPC/Adwords play a role in organic ranking
● SEO is expensive

41. This is just the start.
You’re now better off than almost all other
website creators/owners! Start applying the
knowledge & learn more about SEO.
Resources to learn more:
Moz.com Learning Center
Webmaster World
Search Engine Journal
Search Engine Land
SE Roundtable
Google's SEO Guide

42. Need a deeper understanding of SEO and
Inbound Marketing?
Email me at frank@enotto.com.
You can also visit enotto.com.
I want to help you.

43. Want to help
others?
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