The document is a presentation on SEO 101 by Brady Callahan from UpTik Media. It introduces Brady and defines SEO as increasing quality and quantity of visitor traffic from search engines. It discusses important on-page and off-page ranking factors as well as how search engines work by crawling pages, indexing them, and sorting them to understand user intent. It outlines how SEO has changed over time with new ranking factors like social media, personalization, and user experience. The presentation emphasizes that SEO is more than just keywords and helps boost personal brands and businesses through blogging and content marketing.

1. SEO 101 - #DIGM365
UpTik Media
April 4th, 2014

2. Let Me Introduce Myself…
 Brady Callahan
 Lead SEO Strategist
 UpTik Media
 Lee Grad. in 2011
 Linkedin, Twitter
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3. What is SEO?
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4. Search Engine Optimization.
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5. (play video)
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6. Increasing the quality & quantity of
visitor traffic from search engines.
– Rand Fishkin
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7. On-Page

8. Off-Page
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9. Technical SEO

10. Why Search?
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11. @UpTikMedia@bradydcallahan

12. People use it.
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13. Technology & Innovation.
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predictive search
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14. Organic Search is Growing…
Source: http://www.slideshare.net/randfish/the-power-of-inbound-marketing

15. As Users, We’re Looking for…
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16. Pokemon.
Source: https://twitter.com/thejaredpowers/status/451405640217292801/photo/1

17. (that’s a joke)
Source: http://www.huffingtonpost.com/2014/03/31/google-maps-

18. Information (Know)
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19. Transactions (Do)
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20. Navigation (Go)
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21. Bad Search Results Make Us...
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22.  Results 5 & 6
 Result 9
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23. Bad Search Results Make Us...
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24. Bad Search Results Make Us...
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25. Why Search? Volume.
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26. Why Search? Volume.
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Marketing
funnel
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27. So, What Does Good SEO Look Like?
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28. More Organic Traffic (over time)
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29. $$$$$$$
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30. A Positive User Experience
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31. Social Sharing
Source: http://www.moz.com/blog/mozs-2013-year-in-review

32. Rankings
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33. Understanding Search Engines
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34. Googlebot Crawls the Web
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35. Indexing Pages
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36. Finding Webpage(s) You Need
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37. 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].*

38. SEs Sort Pages Learn User Intent
Source: http://searchengineland.com/google-hummingbird-172816

39. SEs Sort Pages Learn User Intent

40. SEs Sort Pages Learn User Intent

41. SEs Sort Pages Learn User Intent

42. SEs Sort Pages Learn User Intent

43. SEs Sort Pages Learn User Intent

44. SEs Sort Pages Learn User Intent
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45. SEs Sort Pages Learn User Intent
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46. SEs Sort Pages Learn User Intent
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47. SEO in 1997 vs. SEO in 2014
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48. Search has changed…

49. 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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50. A lot.
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51. A lot.
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52. A lot.
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53. “Old” SEO Ranking Factors
Ranking Factors
Links
On-Page
Keywords
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54. “New” SEO Ranking Factors
Ranking Factors
"Old" Factors
Social Media
Google+
Branding
Referrals
Web Mentions
UX
Local SEO
Personalization
Freshness
Authority
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Source: http://moz.com/ugc/using-google-plus-a-guide-for-local-businesses
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55. “New” SEO Ranking Factors
Source: http://searchengineland.com/seotable

56. “New” SEO Ranking Factors
Source: http://www.slideshare.net/randfish/the-seo-revolution-will-not-be-

57. An SEOs Responsibilities Today
Image Source: moz.com

58. SEO is Everywhere
Source: http://www.hubspot.com/inbound-marketing

59. 5 SEO Myths
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60. 1) SEO is Simply “Gaming the System”
Fun Fact:
My boss… his name?
Bart Simpson. Seriously.
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61. 2) Anyone Can Do SEO
Source: http://searchengineland.com/how-to-spot-crappy-seo-pitches-you-can-
ignore-166865

62. 3) The More, The Merrier
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63. 3) The More, The Merrier
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64. 4) Buying Ads = Better Organic Performance
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65. 5) SEO is Dead
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66. 5) SEO is Dead
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67. Why Should (You) Care?
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68. SEO is Welcoming
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69. SEO + Blogging = Match Made in Heaven
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Let me just try this…
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70. SEO + Blogging = Match Made in Heaven
ubersuggest.org
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71. SEO + Blogging = Match Made in Heaven
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ubersuggest.org
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72. SEO + Blogging = Match Made in Heaven
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Google Keyword Planner
(AdWords)
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73. SEO + Blogging = Match Made in Heaven
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74. SEO + Blogging = Match Made in Heaven
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75. SEO + Blogging = Match Made in Heaven
TEST the success of
your content on Reddit!
But…
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76. You Better Have THICK Skin…
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77. SEO + Blogging = Match Made in Heaven
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Get Yoast’s SEO Plugin
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78. Give Your “Personal Brand” A Boost!
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What’s my personal brand?
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79. Give Your “Personal Brand” A Boost!
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(your name here)
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80. Give Your “Personal Brand” A Boost!
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81. Give Your “Personal Brand” A Boost!
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82. 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
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83.  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?
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84. Questions?
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