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The Search Engine Experience 2.0 - U of U MBA. This is a presentation I gave for some MBA - digital marketing students at the David Eccles School of Business at the University of Utah in Salt Lake City on October 20, 2014. The presentation is on "The Search Engine Experience 2.0" which covers the history of Google, Inc., Search Engine Optimization, On-Page SEO, Off-Page SEO, Performance Optimization, Page Rank and Domain Authority. You can also view this slide on my website --> http://www.clarktbell.com/
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The Value in the Search
Engine Experience – 2.0Hint: It’s not just SEO anymore… What you as an MBA
need to know.
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SEO
Local
Social
Mobile
Content
Conversion
Founder and Seller – Digital Agency
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PRESO SUMMARYKinda in order… Depends on you.
- Google VS. BING/The Rest
- Google History
- Why SEO?
- SEO VS. PPC
- What is SEO?
- How Search Engines Work
- On-Page SEO
- Performance Optim.
- Off-Page SEO
- PageRank
- Domain Authority
- Real Life Examples
- SEE over SEO
- 8 Steps You Can take now!
I Want You To Learn!
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This is not a lecture… This is a conversation.
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SEO’s generally only worry about
Mtn. View’s algorithm
Currently aware of 260+ algos.
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Why
Should I
Give a
DAMN
About
rankings?
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REVENUE / RANKINGS
Rankings = Revenue
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SEO VS. PPC
As of 8/23/14
CPC*
Insurance = $67.89
Loans = $63.77
Mortgage = $61.27
Attorneys = $57.93
Credit = $49.88
http://www.wordstream.com/articles/most-expensive-keywords
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Info provided from John Rampton @johnrampton
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Which costs less?
Which provides a higher ROI?
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PPC = Temporary Form of Traffic
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SEO = Building Your Own Personal Highway
YOUR WEBSITE
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How do Search Engines Work?
How does SEO fit into the picture?
Resources:
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http://moz.com/local-search-ranking-factors
2013
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Does Google like SEO? In short, YES!
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The TWO most important things to remember about SEO
Popularity
&
Relevancy
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Search Engine Optimization (SEO)
Comprised of:
On-Page SEO
And
Off-Page SEO
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How SEO was done 1994 - 2012
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We would take a website that was wanting to rank for
Utah Roofing and do this:
Atom Roofing, Inc.
Utah roofing, utah roof, utah roof repair, utah roofing
Contractor, salt lake city roof, 84109, 87117, utah roof,
Roofing company , utah roof contractor, utah shingle
Repair, utah roof damage, ogden roof contractor
Utah roofing, utah roof, utah roof repair, utah roofing
Contractor, salt lake city roof, 84109, 87117, utah roof,
Roofing company , utah roof contractor, utah shingle
Repair, utah roof damage, ogden roof contractor
Utah roofing, utah roof, utah roof repair, utah roofing
Contractor, salt lake city roof, 84109, 87117, utah roof,
Roofing company , utah roof contractor, utah shingle
Repair, utah roof damage, ogden roof contractor
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Then we would publish the website content to look like
this:
Atom Roofing, Inc.
Utah roofing, utah roof, utah roof repair, utah roofing
Contractor, salt lake city roof, 84109, 87117, utah roof,
Roofing company , utah roof contractor, utah shingle
Repair, utah roof damage, ogden roof contractor
Utah roofing, utah roof, utah roof repair, utah roofing
Contractor, salt lake city roof, 84109, 87117, utah roof,
Roofing company , utah roof contractor, utah shingle
Repair, utah roof damage, ogden roof contractor
Utah roofing, utah roof, utah roof repair, utah roofing
Contractor, salt lake city roof, 84109, 87117, utah roof,
Roofing company , utah roof contractor, utah shingle
Repair, utah roof damage, ogden roof contractor
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How SEO is done now (October 2014):On-Page SEO:Content written for humans, not robots
Dialed-In UX (conversion based)
Optimized For Performance
Consistent Content Schedule – (Thought
Leadership)
Developed and Tested content strategy
Social channels incorporated in website
Crawlable Information Architecture (IA)
Geo-Targeting Deployed
Mobile Friendly (Responsive)
GA or Piwik
Schema Marked Up
Off-Page SEO:Social Signals directing to website
Active in social media community
High DA & PR Links
Blog Commenting
Guest Post – Be Careful
Diversify link profile
Branded Link Profile
Generate highly shareable content (IG’s)
“Findability precedes usability on the alphabet
And on the web. You can’t use what you can’t
Find.” –Peter Morville
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QUESTIONS
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Understanding On-Page SEO
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Understanding On-Page SEO – URL Parameters
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Understanding On-Page SEO – URL Parameters
Page URL’s should be short in length, logical in structure
And contain the keywords you’re targeting on the page
TIP:
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Understanding On-Page SEO
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Understanding On-Page SEO – Title
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Understanding On-Page SEO – Alt. Text
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Understanding On-Page SEO – Interlinking
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Understanding On-Page SEO – Interlinking
Example:
Understanding On-Page SEO – Interlinking
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Understanding On-Page SEO – Social & Trust
SOCIAL
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Understanding On-Page SEO – Social & Trust
TRUST
TRUST
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Understanding On-Page SEO – Blog
Remember, Remember, Remember: QDF
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?QUESTIONS
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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Performance Optimization
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?QUESTIONS
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Understanding Off-Page SEO
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Understanding Off-Page SEO
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Understanding Off-Page SEO
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Understanding Off-Page SEO
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Understanding Off-Page SEO – Link Building
SEO’s will always talk about
Link Building. Don’t call it link
building, call it LINK EARNING.
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Understanding Off-Page SEO Link Earning
Link Earning- Be Social
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Understanding Off-Page SEO Link Earning
Link Earning- Be Social
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Understanding Off-Page SEO Link Earning
Link Earning – Earn PR Links
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Understanding Off-Page SEO Link Earning
Link Earning – Earn PR Links
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Understanding Off-Page SEO Link Earning
Link Earning – Earn PR Links
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Understanding Off-Page SEO Link Earning
Link Earning – Earn PR Links
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Understanding Off-Page SEO Link Earning
Link Earning – Earn PR Links
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Understanding Off-Page SEO Link Earning
Link Earning – Earn PR Links
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Understanding Off-Page SEO Link Earning
Link Earning – Earn PR Links
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Understanding Off-Page SEO Link Earning
Link Earning – Earn PR Links
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Understanding Off-Page SEO Link Earning
Link Earning-Blog Comment
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Understanding Off-Page SEO Link Earning
Link Earning-Blog Comment
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Understanding Off-Page SEO Link Earning
Link Earning – Guest Post
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Understanding Off-Page SEO Link Earning
Link Earning – Diversify Links
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Understanding Off-Page SEO Link Earning
Link Earning – Generate Content
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Understanding Off-Page SEO Link Earning
Link Earning – Diversify Links
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Understanding Off-Page SEO
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?QUESTIONS
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DOMAIN AUTHORITY (DA)
Currently over 150 signals that have to do with DA:
These signals are noteworthy and understandable:
-inbound links
-inbound link patterns
-outbound links
-outbound link patterns
-Registration history
-Temporal links
-Branded opportunities seized
- Quantity
- Quality over quantity
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Page Rank (PR)
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Page Rank (PR)
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Page Rank (PR)
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Page Rank (PR)
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Real Results: See It To Believe It
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Real Results: See It To Believe It
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Real Results: See It To Believe It
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Real Results: See It To Believe It
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Real Results: See It To Believe It
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Real Results: See It To Believe It
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DON’T MESS IT UP!
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Remember:
Not Search Engine Optimization
Search Engine Experience
-SEO +Conversion
+UX +Social
+Content +Performance
+ Web Analytics & Data
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What A Search Engine Experience
Architects Brain Should Look Like:
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8 THINGS YOU CAN DO TODAY
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8 THINGS YOU CAN DO TODAYMARKUP YOUR DATA:
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8 THINGS YOU CAN DO TODAY
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8 THINGS YOU CAN DO TODAY
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8 THINGS YOU CAN DO TODAY
On every page of your website(s)
interlink at least three times.
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8 THINGS YOU CAN DO TODAY
SITE: “WEBSITE YOU WANT TO LEARN ABOUT”
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8 THINGS YOU CAN DO TODAY
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8 THINGS YOU CAN DO TODAY
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8 THINGS YOU CAN DO TODAY
https://developers.google.com/speed/pagespeed/insights/
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Hit Me Up!!!
www.clarktbell.com
801-891.1717
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