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SEO FOR ONLINE MEDIA
WHY SHOULD I CARE ABOUT
SEO?
ANYTHING DIGITAL MEDIA
ANYTHING TRADITIONAL MEDIA
ANYTHING STARTUP
ANYTHINGADVERTISINGMARKETING
PUBLIC RELATIONS
ANYTHING PERSONAL BRANDING
ANYTHING WITH A WEBSITE
EVERYBODY WANTS MORE
TRAFFIC
Bruno Rodrguez Armesto
DIGITAL MARKETING FOR 5+ YEARS
DIGITAL MARKETING FOR 5+ YEARS
NATIONAL BLOGGING AWARD
DIGITAL MARKETING FOR 5+ YEARS
NATIONAL BLOGGING AWARD
ADVERTISING, ONLINE MARKETING
#MECO3602@BRUROAR
HOW DO I GET MORE TRAFFIC?
DIRECT SEARCHREFERRAL
DIRECT TRAFFIC
I know the name of this website and it seems like a beautiful day to visit it
REFERRAL TRAFFIC
This link looks awesome.Im gonna click this link
SEARCH TRAFFIC
Im gonna search it. I love you Google.
SEO IS ALL ABOUT SEARCH TRAFFIC
WHAT IS SEO?
SEO: SEARCH ENGINE OPTIMISATION
http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/
NATURAL SEARCH GENERATES HALF OF WEB TRAFFIC
http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/
TRAFFIC PER POSITION
THE BEST PLACE TO HIDE A BODY IS THE 2ND PAGE OF
HOW DOES SEO WORK?
RELEVANCE AUTHORITYUSER
EXPERIENCE
RELEVANCE(ONSITE)
AUTHORITY(OFFSITE)
RELEVANCE
The content of the website is related with the search
If I search for gluten free cat food:
page on gluten free cat food> page on cat food > page on cats
PENGUINPANDAPENALISES POOR QUALITY CONTENT
AUTHORITY
How important is that website compared with the rest
A website with more links tends to rank better.Links have more weight if they are:
From authoritative pages
Thematically related
Keyword rich (avoiding patterns)
PENGUINPENALISES LINK PROFILE OVER-OPTIMISATION
CHASING THE ALGORITHM
Google updates its algorithm 500-600 times per year
It has hundreds of ranking factors
We are not sure which ones
USER EXPERIENCE
USER EXPERIENCE
How much additional value offers a certain page compared with its competitors
Understand what your audience is searchingUse the tone and format your audience wants
THIS IS WHAT WE SEE
THIS IS WHAT A BOT SEES
A BOT READS THE WORDSIN YOUR PAGE
WHY SEO?
SEO PROMISESFREE TRAFFIC
FOREVER
BUT THATS A LIE
PAID MEDIA CURVE
ORGANIC TRAFFIC CURVE
WHY INVESTING IN SEO?
SEO IS ALWAYS LONG TERM
WEBSITES ARE LIKE CELEBRITIESTHEY DONT STAY STATIC
HOW TO DO SEO?
THINK IN KEYWORDS AND/OR THEMES
TITLE
URL
DESCRIPTION
KEYWORD STRATEGY
Target research, persona creation
Keyword discovery: Competitors, social media, Reddit
Keyword tools: bersuggest, Google Trends, Google Keyword Planner
Long tail discovery
THINK IN LONG TAIL TERMS
THINK ON YOUR USER
IMPROVING USER EXPERIENCE
Use URLS and titles with the main Keywords
Include main features in the meta description
Try to give the user the info they want
Video and images communicate better (sometimes)
PUBLISH FASTER
PUBLISHING FASTER
Have articles written in advance
Do not wait for the final picture. Publish soon, then update.
Ask for links from whoever quotes you
PUBLISH FASTERFOLLOW A TREND...
PUBLISH FASTER...BUT DO IT BIGGER...
...OR WITH A TWIST
THINK IN TERMS OF LINKS
LINK BUILDING/EARNING
Avoid low quality pages (free directories, article submission sites,
etc.)
Where are your competitors getting their links from? (Ahrefs)
Are there similar articles about your topic? Who is linking to them?
(BuzzSumo)
Make your content easy to link/share
MAKE FRIENDS
GET TECHNICAL(IF NEEDED)
GETTING TECHNICAL
Avoid duplicated content and KW cannibalisation
Avoid disperse link profiles
Optimise load times as much as possible
Optimise image metadata (file, title, alt tag)
Create a well designed information architecture
Add schema.org microdata
AND ALWAYS REMEMBER
YOU WRITE FOR PEOPLE.
NOT ROBOTS.
THE BEST INGREDIENT FOR SEO IS GOOD CONTENT
SEO IS NOT ALWAYS THE ANSWER
SOME RESOURCES