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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.
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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?
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Search Engine Optimization.
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(play video)
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Increasing the quality & quantity of visitor traffic from search engines. – Rand Fishkin
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On-Page
Off-Page
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Technical SEO
Why Search?
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People use it.
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Technology & Innovation.
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predictive search
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Organic Search is Growing…
Source: http://www.slideshare.net/randfish/the-power-of-inbound-marketing
As Users, We’re Looking for…
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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)
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Transactions (Do)
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Navigation (Go)
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Bad Search Results Make Us...
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Results 5 & 6
Result 9
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Bad Search Results Make Us...
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Bad Search Results Make Us...
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Why Search? Volume.
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Why Search? Volume.
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Marketing funnel
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So, What Does Good SEO Look Like?
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More Organic Traffic (over time)
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$$$$$$$
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A Positive User Experience
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Social Sharing
Source: http://www.moz.com/blog/mozs-2013-year-in-review
Rankings
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Understanding Search Engines
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Googlebot Crawls the Web
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Indexing Pages
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Finding Webpage(s) You Need
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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
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SEs Sort Pages Learn User Intent
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SEs Sort Pages Learn User Intent
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SEO in 1997 vs. SEO in 2014
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Search has changed…
A lot.
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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])
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A lot.
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A lot.
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A lot.
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“Old” SEO Ranking Factors
Ranking Factors
LinksOn-PageKeywords
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“New” SEO Ranking Factors
Ranking Factors
"Old" FactorsSocial MediaGoogle+BrandingReferralsWeb MentionsUXLocal SEOPersonalizationFreshnessAuthority
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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
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1) SEO is Simply “Gaming the System”
Fun Fact: My boss… his name? Bart Simpson. Seriously.
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2) Anyone Can Do SEO
Source: http://searchengineland.com/how-to-spot-crappy-seo-pitches-you-can-ignore-166865
3) The More, The Merrier
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3) The More, The Merrier
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4) Buying Ads = Better Organic Performance
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5) SEO is Dead
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5) SEO is Dead
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Why Should (You) Care?
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SEO is Welcoming
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SEO + Blogging = Match Made in Heaven
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Let me just try this…
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SEO + Blogging = Match Made in Heaven
ubersuggest.org
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SEO + Blogging = Match Made in Heaven
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ubersuggest.org
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SEO + Blogging = Match Made in Heaven
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Google Keyword Planner (AdWords)
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SEO + Blogging = Match Made in Heaven
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SEO + Blogging = Match Made in Heaven
TEST the success of your content on Reddit! But…
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You Better Have THICK Skin…
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SEO + Blogging = Match Made in Heaven
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Get Yoast’s SEO Plugin
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Give Your “Personal Brand” A Boost!
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What’s my personal brand?
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Give Your “Personal Brand” A Boost!
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(your name here)
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Give Your “Personal Brand” A Boost!
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Give Your “Personal Brand” A Boost!
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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
