View
509
Download
1
Category
Preview:
DESCRIPTION
The following slideshow was presented by Brady Callahan - on behalf of UpTik Media - to a class at Lee University. The subject of the presentation is An Introduction to Search Engine Optimization, or more informally, SEO 101. Topics covered in this presentation range from (but are not limited to): the history of search engines, what SEO is, how search engines crawl the Web, how websites can be optimized for search, how search engines rank pages, the power of Google+, schema markup, machine learning, and more.
Citation preview
SEO 101 - #DIGM365UpTik Media
April 4th, 2014
Let Me Introduce Myself…
Brady Callahan Lead SEO Strategist UpTik Media Lee Grad. in 2011 Linkedin, Twitter
@UpTikMedia@bradydcallahan
What is SEO?
@UpTikMedia@bradydcallahan
Search Engine Optimization.
@UpTikMedia@bradydcallahan
(play video)
@UpTikMedia@bradydcallahan
Increasing the quality & quantity of visitor traffic from search engines. – Rand Fishkin
@UpTikMedia@bradydcallahan
On-Page
Off-Page
@UpTikMedia@bradydcallahan
Technical SEO
Why Search?
@UpTikMedia@bradydcallahan
@UpTikMedia@bradydcallahan
People use it.
@UpTikMedia@bradydcallahan
Technology & Innovation.
@UpTikMedia
predictive search
@bradydcallahan
Organic Search is Growing…
Source: http://www.slideshare.net/randfish/the-power-of-inbound-marketing
As Users, We’re Looking for…
@UpTikMedia@bradydcallahan
Pokemon.
Source: https://twitter.com/thejaredpowers/status/451405640217292801/photo/1
(that’s a joke)
Source: http://www.huffingtonpost.com/2014/03/31/google-maps-pokemon_n_5064473.html
Information (Know)
@UpTikMedia@bradydcallahan
Transactions (Do)
@UpTikMedia@bradydcallahan
Navigation (Go)
@UpTikMedia@bradydcallahan
Bad Search Results Make Us...
@UpTikMedia@bradydcallahan
Results 5 & 6
Result 9
@UpTikMedia@bradydcallahan
Bad Search Results Make Us...
@UpTikMedia@bradydcallahan
Bad Search Results Make Us...
@UpTikMedia@bradydcallahan
Why Search? Volume.
@UpTikMedia@bradydcallahan
Why Search? Volume.
@UpTikMedia
Marketing funnel
@bradydcallahan
So, What Does Good SEO Look Like?
@UpTikMedia@bradydcallahan
More Organic Traffic (over time)
@UpTikMedia@bradydcallahan
$$$$$$$
@UpTikMedia@bradydcallahan
A Positive User Experience
@UpTikMedia@bradydcallahan
Social Sharing
Source: http://www.moz.com/blog/mozs-2013-year-in-review
Rankings
@UpTikMedia@bradydcallahan
Understanding Search Engines
@UpTikMedia@bradydcallahan
Googlebot Crawls the Web
@UpTikMedia@bradydcallahan
Indexing Pages
@UpTikMedia@bradydcallahan
Finding Webpage(s) You Need
@UpTikMedia@bradydcallahan
SEs Sort Pages Learn User Intent
Source: http://searchengineland.com/library/schema-dot-org
IMPORTANT: Schema.org markup helps search engines understand entities [your content] instead of just match words on a page with search terms [keyword stuffing].*
SEs Sort Pages Learn User Intent
Source: http://searchengineland.com/google-hummingbird-172816
SEs Sort Pages Learn User Intent
SEs Sort Pages Learn User Intent
SEs Sort Pages Learn User Intent
SEs Sort Pages Learn User Intent
SEs Sort Pages Learn User Intent
SEs Sort Pages Learn User Intent
@UpTikMedia@bradydcallahan
SEs Sort Pages Learn User Intent
@UpTikMedia@bradydcallahan
SEs Sort Pages Learn User Intent
@UpTikMedia@bradydcallahan
SEO in 1997 vs. SEO in 2014
@UpTikMedia@bradydcallahan
Search has changed…
A lot.
@UpTikMedia
These “snippets” get more attention than your typical “blue link” search result.
A high-quality search result.
More clicks per impression (click-through rate [CTR])
@bradydcallahan
A lot.
@UpTikMedia@bradydcallahan
A lot.
@UpTikMedia@bradydcallahan
A lot.
@UpTikMedia@bradydcallahan
“Old” SEO Ranking Factors
Ranking Factors
LinksOn-PageKeywords
@UpTikMedia@bradydcallahan
“New” SEO Ranking Factors
Ranking Factors
"Old" FactorsSocial MediaGoogle+BrandingReferralsWeb MentionsUXLocal SEOPersonalizationFreshnessAuthority
@UpTikMedia
Source: http://moz.com/ugc/using-google-plus-a-guide-for-local-businesses @bradydcallahan
“New” SEO Ranking Factors
Source: http://searchengineland.com/seotable
“New” SEO Ranking Factors
Source: http://www.slideshare.net/randfish/the-seo-revolution-will-not-be-televised
SEO is Everywhere
Source: http://www.hubspot.com/inbound-marketing
5 SEO Myths
@UpTikMedia@bradydcallahan
1) SEO is Simply “Gaming the System”
Fun Fact: My boss… his name? Bart Simpson. Seriously.
@UpTikMedia@bradydcallahan
2) Anyone Can Do SEO
Source: http://searchengineland.com/how-to-spot-crappy-seo-pitches-you-can-ignore-166865
3) The More, The Merrier
@UpTikMedia@bradydcallahan
3) The More, The Merrier
@UpTikMedia@bradydcallahan
4) Buying Ads = Better Organic Performance
@UpTikMedia@bradydcallahan
5) SEO is Dead
@UpTikMedia@bradydcallahan
5) SEO is Dead
@UpTikMedia@bradydcallahan
Why Should (You) Care?
@UpTikMedia@bradydcallahan
SEO is Welcoming
@UpTikMedia@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia
Let me just try this…
@bradydcallahan
SEO + Blogging = Match Made in Heaven
ubersuggest.org
@UpTikMedia@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia
ubersuggest.org
@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia
Google Keyword Planner (AdWords)
@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia@bradydcallahan
SEO + Blogging = Match Made in Heaven
TEST the success of your content on Reddit! But…
@UpTikMedia@bradydcallahan
You Better Have THICK Skin…
@UpTikMedia@bradydcallahan
SEO + Blogging = Match Made in Heaven
@UpTikMedia
Get Yoast’s SEO Plugin
@bradydcallahan
Give Your “Personal Brand” A Boost!
@UpTikMedia
What’s my personal brand?
@bradydcallahan
Give Your “Personal Brand” A Boost!
@UpTikMedia
(your name here)
@bradydcallahan
Give Your “Personal Brand” A Boost!
@UpTikMedia@bradydcallahan
Give Your “Personal Brand” A Boost!
@UpTikMedia@bradydcallahan
Want to Learn SEO?
How Search Works – Google Beginner's Guide to SEO – Moz SEO Starter Guide - Google Webmasters Learn SEO – SEOBook What is SEO? – Point Blank SEO Google & Bing Webmaster Blogs Google Webmasters – YouTube Search Engine Land Moz Blog Rand Fishkin, Danny Sullivan, Eric Enge, Dr. Pete #SEOpub Big SEO – Reddit Webmaster World Forum Google Algorithm Change History – Moz Training & Certification – Google Analytics Learn Google Webmaster Tools Bing Webmaster Tools
@UpTikMedia@bradydcallahan
How Search Works – Google Beginner's Guide to SEO – Moz SEO Starter Guide - Google Webmasters Learn SEO – SEOBook What is SEO? – Point Blank SEO Google & Bing Webmaster Blogs Google Webmasters – YouTube Search Engine Land Moz Blog Rand Fishkin, Danny Sullivan, Eric Enge, Dr. Pete #SEOpub Big SEO – Reddit Webmaster World Forum Google Algorithm Change History – Moz Training & Certification – Google Analytics Learn Google Webmaster Tools Bing Webmaster Tools
Want to Learn SEO?
@UpTikMedia@bradydcallahan
Questions?
@UpTikMedia@bradydcallahan
Recommended