introduction to seo: new media marketing

1.17.2014

SEER Interactive SEO: A BRIEF OVERVIEW

Emma Still • SEO Associate - SEER • @mmstll • linkedin.com/in/emmastill/

• Agency: Analytics, PPC, & SEO

• 2 Offices in Northern Liberties

• Expansion to San Diego, CA

• ~65 Full Time Employees

• Philly 100 & Philly Best Places to Work

• @SEERInteractive

Learning SEO THE BUSINESS OF SEARCH

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What is SEO?

SEO

is about getting found.

© 2014 SEER Interactive | All Rights Reserved

Where we want to be


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.

http://www.seomoz.org/google-algorithm-change


How do search engines determine rankings?

Remember: There is no person actually reviewing your site to determine where it should be ranked.

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


Keywords Example:

Write down what you would type in to Google to find the items above.


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:


DON’T MAKE CRAPPY CONTENT

Content is King • Google rewards

websites whose content is – Quality – Unique – Relevant – Informative – Adds value


Don’t do this


…or this


Do more like this


…and this

Off-Page SEO

Off-Page SEO BEST KNOWN AS LINK BUILDING

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What is link building?


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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Link building = Authority

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Authority = Trust

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Trust = Rankings

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Rankings = ?


Off-Page SEO: Link Building

When another website links to your website, Google sees this as a vote of confidence for your website.



Not all links are created equal.



Google will trust your site more if other trustworthy (authoritative) sites are linking to you.



> Quality of Links > Quantity of Links

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So how do you build links?


How do you build links?

By building relationships



By treating a website like a potential business partner



By creating quality content

#RCS (real company stuff)

• Example: http://fantasyfootball.sportsunlimitedinc.com/

• 600 Tweets • 300 Facebook shares • 20 websites linking

http://fantasyfootball.sportsunlimitedinc.com/



#RCS (real company stuff)

• Example: http://rcs.seerinteractive.com/money/

• 10k Tweets • 14k Facebook shares • 800 websites have

linked to this

http://rcs.seerinteractive.com/money/

http://rcs.seerinteractive.com/money/


SEO Takes Time

Social Media AND ITS ROLE IN SEO

Social Media & SEO

• Social signals do not impact organic rankings… yet.

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How does social fit with SEO?


Social Media & SEO

When signed into Google+, you have access to personal results that include privately shared content from people in your circles.

How does social fit with search? • Identify influencers • Build relationships to

create awareness • Understand

audience’s content needs

How does social fit with search? • Our asset (content) • Want others to link to

it – Increase trust

signals to Google

How does social fit with search? • Identify influencers

– I want to find a writer at Palate Press to promote a wine infographic

• Build relationships to create awareness

• Understand audience’s content needs

How does social fit with search? • Ed Dawson is a

columnist – Strong social

influence – Has his own blog

How does social fit with search? • Identify influencers • Build relationships to

create awareness • Understand

audience’s content needs

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Build relationships LEVERAGE INDUSTRY INFLUENCERS SOCIAL REACH TO ALLOW MORE PEOPLE TO VIEW OUR CONTENT

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The more people that view our content, the stronger the likelihood we can build more links and AUTHORITY.

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How do we build relationships?

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Stalking.

Stalking Evan • What does he write

about? • What does he tweet

about? • What does he talk

about?

• How does what you have to offer fit in with that?

• WHAT’S IN IT FOR HIM?

Stalking Evan • Evan wrote an article

defending “Top 100” wine lists.

• This is exactly what we are offering.


Building Relationships

Convince Evan that our content is just as worthwhile and see the SEO benefit:

• Get a link on a relative, authoritative website

– Google’s trust = rankings • Other bloggers who follow him may link from their blogs

– More links = more trust = stronger rankings – Stronger rankings = more business


Real Client Example


Practice

• Brand > Challenge > Tactic

• Example: Your tactic is to build a mobile app. How can SEO help you market your mobile app to increase use of the app and further the awareness objectives of your brand? – What SEO tactic did you choose? (content, architecture, link

building?) – Why did you choose that tactic? – How will that tactic help achieve overall awareness

objectives

• Take 10 to work out ideas with your group • Each team will have 2-3 minutes to present their ideas

Questions?

introduction to seo: new media marketing

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