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An explanation of the basic principles of SEO for students at SUNY Plattsburgh and how SEO fits into the marketing mix. Descriptions of what SEO is, how search engines determine rankings, 2 main factors for SEO, and how SEO fits into a traditional marketing mix.
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2.3.2014
SEO: A Brief Overview MARKETING PRINCIPLES: MKE 290
Emma Still • SEO Associate - SEER • @mmstll • linkedin.com/in/emmastill/
• Plattsburgh Alum
• Agency: Analytics, PPC, & SEO
• 2 Offices in Philadelphia
• Expansion to San Diego, CA
• ~65 Full Time Employees
• Philly 100 & Philly Best Places to Work
• @SEERInteractive
Why I’m here
Why I’m here SEO? WTF?
Learning SEO THE BUSINESS OF SEARCH
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What is SEO? SEARCH ENGINE OPTIMIZATION
SEO
is about getting found.
© 2014 SEER Interactive | All Rights Reserved
Where we want to be
© 2014 SEER Interactive | All Rights Reserved
How do search engines determine rankings?
Using a computer-based algorithm, Google calculates a website’s relevancy, quality & authority when determining
where to rank a website for a given query. This algorithm can be updated up to 500 times per year.
© 2014 SEER Interactive | All Rights Reserved
How do search engines determine rankings?
Remember: There is no person actually reviewing your site to determine where it should be ranked.
Search Engine’s Goal
Search Engine’s Goal PROVIDE THE BEST USER EXPERIENCE POSSIBLE
Google’s Goal • RELEVANCY
Google’s Goal • RELEVANCY • QUALITY
Google’s Goal • RELEVANCY • QUALITY • AUTHORITY
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What is SEO?
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What is SEO? An SEO’s job is to understand what Google deems relevant, quality and authoritative to make good choices that will increase rankings in the search engines.
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“So how do you get a website to rank?”
2 Primary Elements • On-Page factors • Off-Page factors
On-Page SEO
On-Page SEO THE FACTORS THAT HELP GOOGLE FIND YOUR WEBSITE
On Page SEO Factors • Keywords
(RELEVANCY) – Identify what
people are likely to search for when looking for your website
– Keyword research
© 2014 SEER Interactive | All Rights Reserved
Keywords Example:
Write down what you would type in to Google to find the items above.
© 2014 SEER Interactive | All Rights Reserved
Keywords Example:
Mid ring Midi ring Knuckle ring Mid knuckle ring Half finger rings
Champagne glass Champagne flute Wine glass Sparkling wine glasses Toasting flutes Champagne stemware Glass champagne flutes
On Page SEO Factors • Architecture
(QUALITY) – How your website
is built
– Page load time – Internal structure – Correct URLs/Links
On Page SEO Factors • Page Content
(RELEVANCY & QUALITY) – Copy – Page titles &
headers – URL names – Internal links
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If there is one thing to remember about On-Page SEO …and this presentation:
© 2014 SEER Interactive | All Rights Reserved
DON’T MAKE CRAPPY CONTENT
Content is King • Google rewards
websites whose content is – Quality – Unique – Relevant – Informative – Adds value
© 2014 SEER Interactive | All Rights Reserved
Don’t do this
© 2014 SEER Interactive | All Rights Reserved
…or this
© 2014 SEER Interactive | All Rights Reserved
Do more like this
© 2014 SEER Interactive | All Rights Reserved
…and this
Off-Page SEO
Off-Page SEO BEST KNOWN AS LINK BUILDING
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What is link building?
© 2014 SEER Interactive | All Rights Reserved
What is link building?
Link building is the process of getting other websites to link to your website.
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Why is link building important?
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Links connect the Internet.
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Links = Authority
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Authority = Trust
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Trust = Rankings
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Rankings = ?
© 2014 SEER Interactive | All Rights Reserved
Off-Page SEO: Link Building
When another website links to your website, Google sees this as a vote of confidence for your website.
© 2014 SEER Interactive | All Rights Reserved
Off-Page SEO: Link Building
Not all links are created equal.
© 2014 SEER Interactive | All Rights Reserved
Off-Page SEO: Link Building
> Quality of Links > Quantity of Links
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So how do you build links?
© 2014 SEER Interactive | All Rights Reserved
How do you build links?
By creating quality content
© 2014 SEER Interactive | All Rights Reserved
How do you build links?
By building relationships
© 2014 SEER Interactive | All Rights Reserved
How do you build links?
By treating a website like a potential business partner
#RCS (real company stuff)
• Example: http://rcs.seerinteractive.com/money/
• 10k Tweets • 14k Facebook shares • 800 websites have
linked to this
© 2014 SEER Interactive | All Rights Reserved
SEO Takes Time
When are you “done”?
How do you know you’ve reached your goal?
Where does SEO fit in to marketing?
SEOs need to make friends
SEOs need to make friends
• IT • PR • Social media • Designers & Developers • Copywriters • Compliance
Questions? LUNCHEON 12-1:15 HERMES CONFERENCE ROOM