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.
Crawl Budget Optimization - Technical SEO Meetup 1From The Future
In this month's Technical SEO Meetup (Philly), Nick Eubanks discusses the importance of managing your website's "crawl budget" for improved indexation and rankings in Google organic search.
Digital marketing is the marketing of goods and services via digital technologies. The internet, or example, is a type of digital technology. However, it isn’t the only one. Digital marketing also includes marketing services and products using display adverting, mobile phones, and other digital media.
Crawl Budget Optimization - Technical SEO Meetup 1From The Future
In this month's Technical SEO Meetup (Philly), Nick Eubanks discusses the importance of managing your website's "crawl budget" for improved indexation and rankings in Google organic search.
Digital marketing is the marketing of goods and services via digital technologies. The internet, or example, is a type of digital technology. However, it isn’t the only one. Digital marketing also includes marketing services and products using display adverting, mobile phones, and other digital media.
Marrying SEO + UX - Ranking Your Website Through Visitor EngagementFrom The Future
User experience is the most underrated aspect of SEO.
These are some strategies to combine SEO with UX to leverage engagement for better Google rankings.
Lana Burgess — Brighton SEO 2019 — Killer competitor content research and st...Lana Burgess
This presentation will teach you how to research competitor content that performs well for specific search intentions. Discover how to analyse competitor content to inform your content strategy, planning, and writing. Understand how to apply your learnings to outshine competitor content and gain traction in organic search.
Effective Keywords Research For Beginners - Back To Basics | Semrush Live Web...Krishna Shekhar
In the semrush live webinar, India series with Parth Suba, I speak on the effective keywords research techniques in SEO, to drive targeted traffic and power sales.
* Basic tips to find best keywords in seo that drives organic traffic and conversions,
* Leveraging on Paid SEO keyword tools,
* How to center your KW strategy around user search intent, and more.
Follow me on:
Twitter: https://twitter.com/krishnashekhar
LinkedIn: https://www.linkedin.com/in/krishnashekhar86/
Company Website: https://krishmarketing.com/
Search Sessions - The #1 Factor to Rank on GoogleKristine Pratt
On this edition of Search Sessions, we talk the top factors that get your website ranking high on Google. Our Boostability SEO Experts Mike Marsh and Colton Miller give actionable strategies you can take to make your website invaluable in the eyes of search engines. AND we’ll give you the number one thing that gets your website ranking.
Keyword Research is one of the most essential, high return on going activity in the search advertising era. It is the process of finding what keywords are user by user for making a search of particular piece of information.
Jon Wuebben | SearchLove San Diego, 'Optimizing Content in a World of Never E...Distilled
Most people in this industry know the ins and outs of the Panda, Penguin and Hummingbird Google updates. But how many of us understand exactly how content and SEO are interlinked? In this talk, Jon is going to teach us how to adopt a more advanced approach to optimizing our content, talking through real case studies and the latest algorithm changes
This presentation provides detailed instructions and best practices for choosing the best keywords for you PPC and SEO campaigns. These best practices can be utilized before creating keyword groups for any search engine marketing campaigns.
It's time to learn what will be the top actions to integrate into your SEO strategy in 2020!
How can you make sure your website stays relevant and is optimized for the top search engines? We will share our secret weapons with you.
Solutions Before Development: Creating WordPress Products That Actually SellRebecca Gill
Originally presented at WordCamp Chicago in June of 2014.
This presentation discussed the process of successfully transitioning from selling WordPress services to digital products. It will span the development and sales process, which will cover key steps within concept creation, identifying a target market, product development, logistics, marketing strategy, sales, and ongoing support.
How To Create Blog Posts Your Readers Will Want To ShareScripted.com
On January 21, Scripted's Chief Revenue Officer — J.D. Peterson — and InboundWriter's CEO, Skip Besthoff, teamed up to talk about how marketers can make their articles more shareable. From discussing idea generation to debunking common content myths, the two provided actionable ways marketers can get their content ready for their readers to share today.
What is Keyword Research & How to Do it ? Jam Hassan
Keyword Research is Most talk about Section of SEO . Our Whole Organic Campaign based on good selection of Keywords .I will explain What is Keyword Research & How to do it for your SEO Campaigns.
Webinar gratuit Search Engine Optimization ( SEO). Institutul de Marketing si...Institutul de Marketing
Un webinar gratuit oferit de Institutul de Marketing si Oxford College of Marketing . Ce inseamna optimizarea pe motoarele de cautare ( SEO)? Cum va ajuta in organizatiile in care lucrati? Cum va definiti cuvintele cheie? Explicatii, exemple si instrumente practice care sa va ajute in strategia de marketing digital intr-un webinar oferit de Institutul de Marketing si tutorele nostru Mike Berry.
Marrying SEO + UX - Ranking Your Website Through Visitor EngagementFrom The Future
User experience is the most underrated aspect of SEO.
These are some strategies to combine SEO with UX to leverage engagement for better Google rankings.
Lana Burgess — Brighton SEO 2019 — Killer competitor content research and st...Lana Burgess
This presentation will teach you how to research competitor content that performs well for specific search intentions. Discover how to analyse competitor content to inform your content strategy, planning, and writing. Understand how to apply your learnings to outshine competitor content and gain traction in organic search.
Effective Keywords Research For Beginners - Back To Basics | Semrush Live Web...Krishna Shekhar
In the semrush live webinar, India series with Parth Suba, I speak on the effective keywords research techniques in SEO, to drive targeted traffic and power sales.
* Basic tips to find best keywords in seo that drives organic traffic and conversions,
* Leveraging on Paid SEO keyword tools,
* How to center your KW strategy around user search intent, and more.
Follow me on:
Twitter: https://twitter.com/krishnashekhar
LinkedIn: https://www.linkedin.com/in/krishnashekhar86/
Company Website: https://krishmarketing.com/
Search Sessions - The #1 Factor to Rank on GoogleKristine Pratt
On this edition of Search Sessions, we talk the top factors that get your website ranking high on Google. Our Boostability SEO Experts Mike Marsh and Colton Miller give actionable strategies you can take to make your website invaluable in the eyes of search engines. AND we’ll give you the number one thing that gets your website ranking.
Keyword Research is one of the most essential, high return on going activity in the search advertising era. It is the process of finding what keywords are user by user for making a search of particular piece of information.
Jon Wuebben | SearchLove San Diego, 'Optimizing Content in a World of Never E...Distilled
Most people in this industry know the ins and outs of the Panda, Penguin and Hummingbird Google updates. But how many of us understand exactly how content and SEO are interlinked? In this talk, Jon is going to teach us how to adopt a more advanced approach to optimizing our content, talking through real case studies and the latest algorithm changes
This presentation provides detailed instructions and best practices for choosing the best keywords for you PPC and SEO campaigns. These best practices can be utilized before creating keyword groups for any search engine marketing campaigns.
It's time to learn what will be the top actions to integrate into your SEO strategy in 2020!
How can you make sure your website stays relevant and is optimized for the top search engines? We will share our secret weapons with you.
Solutions Before Development: Creating WordPress Products That Actually SellRebecca Gill
Originally presented at WordCamp Chicago in June of 2014.
This presentation discussed the process of successfully transitioning from selling WordPress services to digital products. It will span the development and sales process, which will cover key steps within concept creation, identifying a target market, product development, logistics, marketing strategy, sales, and ongoing support.
How To Create Blog Posts Your Readers Will Want To ShareScripted.com
On January 21, Scripted's Chief Revenue Officer — J.D. Peterson — and InboundWriter's CEO, Skip Besthoff, teamed up to talk about how marketers can make their articles more shareable. From discussing idea generation to debunking common content myths, the two provided actionable ways marketers can get their content ready for their readers to share today.
What is Keyword Research & How to Do it ? Jam Hassan
Keyword Research is Most talk about Section of SEO . Our Whole Organic Campaign based on good selection of Keywords .I will explain What is Keyword Research & How to do it for your SEO Campaigns.
Webinar gratuit Search Engine Optimization ( SEO). Institutul de Marketing si...Institutul de Marketing
Un webinar gratuit oferit de Institutul de Marketing si Oxford College of Marketing . Ce inseamna optimizarea pe motoarele de cautare ( SEO)? Cum va ajuta in organizatiile in care lucrati? Cum va definiti cuvintele cheie? Explicatii, exemple si instrumente practice care sa va ajute in strategia de marketing digital intr-un webinar oferit de Institutul de Marketing si tutorele nostru Mike Berry.
SEO – Search Engine Optimization?
SEO stands for “search engine optimization.” In simple terms, SEO means the process of improving your website to increase its visibility in Google, Microsoft Bing, and other search engines whenever people search for:
Products you sell.
Services yoru provide.
Information on topics in which you have deep expertise and/or experience.
The better visibility your pages have in search results, the more likely you are to be found and clicked on. Ultimately, the goal of search engine optimization is to help attract website visitors who will become customers, clients or an audience that keeps coming back.
What you’ll learn in this guide:
How SEO differs from SEM and PPC
Why SEO is important
SEO types and specializations
How SEO works
How to learn SEO
How is SEO different from SEM and PPC?
SEM and PPC are two other common terms you will read about a lot here on Search Engine Land and hear about in the larger search marketing community.
Read on to learn more about both of these terms and how they’re related to SEO.
SEO vs. SEM
SEM stands for search engine marketing – or, as it is more commonly known, search marketing.
Search marketing is a type of digital marketing. It is an umbrella term for the combination of SEO and PPC activities meant to drive traffic via organic search and paid search.
Put simply, search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.
So how do SEO and SEM differ? Technically they aren’t different – SEO is simply one-half of SEM:
SEO = driving organic traffic from search engines.
SEM = driving organic and paid traffic from search engines.
Now, this is where things get a bit confusing.
Today, many people use SEM interchangeably with PPC (which we’ll talk about in the next section).
This idea seems to undercut SEO. However, SEO is marketing, just like PPC is marketing.
Here’s the best way to think about SEO and SEM:
Imagine SEM is a coin. SEO is one side of that coin. PPC is on the flip side.
SEO vs. PPC
PPC stands for pay-per-click – a type of digital marketing where advertisers are charged whenever one of their ads gets clicked on.
Basically, advertisers bid on specific keywords or phrases that they want their ads to appear for in the search engine results. When a user searches for one of those keywords or phrases, the advertiser’s ad will appear among the top results.
So again, if we think of search marketing as a coin, SEO and PPC are two sides of the same coin – SEO is the unpaid side, PPC is the paid side.
Another key point: it’s important never to think of it as “SEO vs. PPC” (i.e., which one is better) because these are complementary channels. It’s not an either-or question – always choose both (as long as your budget allows it).
As we mentioned before, the terms SEM and PPC are used within the industry interchangeably. However, that isn’t the case here on Search Engine Land.
Whenever we mention “SEM,” it
There are more opportunities for your school’s content to show up on search engines today than ever before, such as “structured snippets”, “people also ask", and the list goes on. The problem is that the SEO needed to win those spots has become incredibly complex and technical.
But if you’re not optimizing your content with the right SEO, you’re losing critical opportunities to reach prospects when they’re searching for you and letting your competitors attract those users and build relationships with them.
Winning the SEO Game for Schools: How to Dominate Organic Search and Get in Front of the Right Students in 2023, a fast-paced executive briefing for schools on what you need to know about SEO in 2023 and how to ensure you “steals” every opportunity to show up on search engines for relevant searches entered by your potential students.
What is digital marketing, and why does it matter? That’s precisely what I plan to discuss today.
Digital marketing means using digital channels, like search engines, social media, email, mobile apps, and websites, to promote a product or service. This umbrella term also includes marketing using digital devices such as TV or radio.
Find out the approach Medium Marketing used to help a small business complete with the big fish in their industry to rank higher in competitive keywords on a much smaller budget.
Looking to rank higher in Google, Bing and Yahoo? Want to drive more traffic to your website? Interested in more online visibility and sales? Use these SEO tips to do it all -- we even share the 3 keys to successful SEO in 2016.
DAYTA's internal training for search engine optimization basics. Covers the basic of technical site needs, link building, content optimization, and rankbrain. Learn more: daytamarketing.com
SEO Rules, Tools, Benefits, and ChallengesUnderstanding SEO S.docxklinda1
SEO: Rules, Tools, Benefits, and Challenges
Understanding SEO
Search engines need to help users find what they’re looking for. To make sure they list the best results first, they look for certain signals:
· popularity
· authority
· relevance
· trust
· importance
Search engine optimization (SEO), also called organic or natural optimization, involves optimizing websites to achieve high rankings on search engines for certain selected key phrases. Generally, techniques used for optimizing on one search engine will also help efforts directed at others.
PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But Google looks at more than the sheer volume of votes, or links, a page receives; it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.” (Google, n.d.-a).
SEO can be divided into two main strategies:
· On-page optimization is achieved by making changes to the HTML code, content and structure of a website, making it more accessible for search engines, and by extension, easier for users to find.
· Off-page optimization is generally focused on building links to the website, and covers activities like social media and digital PR.
SEO is an extremely effective way of generating new business to a site. It is a continuous process and a way of thinking about how search engines see your website and how users use search engines to find your website. It’s search psychology.
Search engine optimization is a fairly technical practice but it can easily be broken down into five main areas:
· a search engine–friendly website structure
· a well-researched list of key phrases
· content optimized to target those key phrases
· link popularity
· user insights
Search Engine–Friendly Website Structure
Search engines encounter two kinds of obstacles:
· Technical challenges that prevent the search engine spider from accessing content.
· A competitive marketing environment where everyone wants to rank highly.
To ensure that search engines can access your content, you must remove technical barriers. Those who want to achieve the best results must follow best practices.
The key is to make sure that there are direct HTML links to each page you want the search engines to index. The most important pages should be accessible directly from the home page of your website.
The information architecture, or how content is planned and laid out, has important usability and SEO implications. Users want to find what they are looking for quickly and easily, while website owners want search engine spiders to be able to access and index all applicable pages. In fact, Google has released an update that penalizes sites with poor user experience (such as no content above the fold, or a high bounce rate) (Cutts, .
National Reputation and National Positions breaks down some key ingredients to creating successful internet marketing campaigns whether its PPC, SEO or Reputation Management.
AMA Atlanta Marketing Series: SEO 101 with Stephanie WallaceStephanie Wallace
The second 101 series hosted by AMA Atlanta will cover the basics of Search Engine Optimization. All facets of SEO will be discussed, including: a history of search engines, common terminology, on-page strategy, technical SEO, off-page campaign creation and general best practices. In addition, we'll highlight new trends and SEO opportunities on the horizon. If you're new to search engine marketing and want to learn the basics, or if you want to manage your own SEO campaign, this is the class for you!
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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
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.
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.
Ranking gets you visitors to turn into customers/clients.
Up to you to keep them as customers (don’t give them a reason to search again)
With a weekly product newsletter, the email channel can jump up to 15 - 25% of traffic.
Search (organic) 33%
Direct 46%
Referral 10%
Search (paid) 4%
Display Advertising 2%
Email 2%
Social 3%
Three types of search.
Transactional
Informational
Navigational
They need to stay with you
40-60% of searchers don’t click
Don’t think of search engines as all powerful.
The more you think like a simple robot (ie logical with little context) the better when laying out and creating your site
Look for new links to competitor/other relevant sites as well
Not all visitors are the same
Make sure you’re targeting visitors that matter to your bottom line
“Is Jupiter’s Red Spot Hot?” example
Lots of traffic from elementary school kids across the world (not target market for local night club)
$40 average profit from customer = $560 - $1,120/profit/day.
The keywords that have over 500 searches a day only result in about 30% of month search traffic. The remaining 70% are known as the “long tail”
In URL
At the beginning of page title
Search engines display only the first 65-75 characters of a title tag
Include branding
Near the top of the page
In the first 100 words of the page you want to rank
Two - three times in the body copy.
Don’t get spammy. Keep the usage to ~7% of all text on page
Use LSI keywords (Latent Semantic Indexing) on page as well
At least once in alt tag for image on page
At least once in meta description
Short description of a page's content
Search engines generally will cut snippets longer than 160 characters
Create great and engaging content
Create content that people will want to share and talk about with their spheres
Create content that will give you the “long click” - keeps visitors on the page for longer, even if you don’t get a transaction
Engines pay attention to how long a user is gone before they return to search results
You want lots of relevant links pointing to your site and your content
You want the anchor text to contain the target keyword.
“Click Here” is a terrible anchor text.
Link title doesn’t seem to have bearing on SEO ranking
Links from sites that have high Domain Authority (DA) carry more weight with SE than low DA sites (think ESPN.com vs random no-name sports blogger on free web hosting)
Universities, government and non-profit org sites are some of the best (and hardest to get)
Almost all links matter though
Be open to getting links from low DA sites, as long as they’re relevant to your site
NoFollow Links
Some sites will tag most outbound links with “rel=nofollow”. This is to tell SE to not folllow the link. SE still do, but typically just give the link a lower weighting
You can use NoFollow links to try to retain “link juice” but it may not matter, just depends
Link building efforts should be targeted towards sites that are relevant to your site and your target audience
Keep links “fresh”
Don’t stop link building efforts since Google considers recency of links as a weighting tool in algorithm
Beware spammy links
Google has recently been on warpath against links that try to game the system. If the link is from a non-relevant site that is a low DA site and was really easy to get the link, chance are Google will see it as a spammy link.
A few may not hurt you, but if your while SEO campaign is built on them, then you’ll likely get punished by Google
Beware Nofollow links
Sharing your content “Hey check out this cool thing we did/wrote about that is relevant to what your site is about”
Providing product for honest reviews
FCC and Google have started to crackdown on this, but still useful
Guest posts
Be sure to sprinkle in links to other relevant sites and also write awesome content
Going “viral”
Best way to get links, but also the hardest to do. Right place, right time, right content sort of thing. Those who work harder tend to get luckier
Broken link building
Finding broken links on sites you’d like links from, telling them about the broken link, and then suggesting they instead link to content (or your site) to help keep their page relevant
There is some correlation, but one offs won’t do it
Google is looking to promote “brands” so if your content and company is continually shared and talked about on social media, you’re in good shape.
Just posting isn’t really enough, people have to engage with what you're doing in social to have any value on Google
Measure Traffic & Results
Use website analytics software to see where traffic is coming from
Use Webmaster tools to track the terms your site is ranking for and the traffic you’re getting from those keywords
Identify what terms you could be ranking for to get even more relevant traffic
Review conversion rates for referring search terms
If you rank #5 for a keyword that has a conversion rate of 5% for you site, then run the math to see what a #1 or #2 spot would do for you
Domain reg matter - Not by anything Google has said. Great content w/ great backlinks matter way more. Iffy on those, and maybe 3+ year registration could help.
#1 spot - No. Target keywords are important but keep in mind the value of long tail. Create content around topics
SEO efforts should be an investment for your business, never an expense
SE crawlers
follow links,
record where they start from,
where they go,
what’s there,
and what other links exist beyond
