SEO Overview

Marketing 486, II Summer Session

SEO: Learn it. Use it.
Or else...
A practical overview of what SEO is, why it’s important, how to use and report on it.

Chris Tolar | Director of Marketing | @thatschristolar
Alex Vasquez | Creative Director | @alexjvasquez

digisavvy.com

Who are we?

Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com

Who are we?

This is Alex.


Who are we?

He likes technology.


Who are we?

Tale of the Tape


Who are we?

Tale of the Tape
✦ 10 Years in IT and Web Development


Who are we?

Tale of the Tape

✦ Serial Entrepreneur


Who are we?

Tale of the Tape


✦ WordPress Contributor


Who are we?

Tale of the Tape



✦ Tech Junkie


Who are we?

Tale of the Tape



✦ Tech Junkie

✦ Android Lover


Who are we?

This is Chris


Who are we?
Eats stats & research
for breakfast...
Vital Stats


Who are we?
for breakfast...
Vital Stats
✦ Computer Science background +
Sales + Interest in psychology =
Interest & exploration of Digital
Marketing


Who are we?
for breakfast...
Vital Stats
Marketing

✦ BS Marketing * I/O Psych @ CSUF


Who are we?
for breakfast...
Vital Stats
Marketing


✦ Loves Solving Problems


Who are we?
for breakfast...
Vital Stats
Marketing


✦ Loves Solving Problems

✦ Probably hates these cutesie
transitions

Together, we do some cool stuff like...


Run a Digital
Marketing Agency



How We Met



We Played a Card Game

Tip #147 Let the Wookie Win...



The Game?



How did it help?



How did it help?
✦ Nerdy as Hell! We had no dates. Lots of
time to focus on other... stuff...



How did it help?

✦ Problem Solving, Strategy



How did it help?


✦ Worked together on our first project in
2010



How did it help?


✦ Worked together on our first project in
2010

✦ That project never took flight...


What’s on the Agenda?



? What is SEO? Why is it Important?




e SEO Techniques/Principles




e SEO Techniques/Principles

K SEO Tools We Use and Love


What is SEO?


What is SEO?
A Marketer’s Definition:
✦ A blend of creative writing and
keyword strategy; it’s an art... and
sometimes even a science


What is SEO?
A Marketer’s Definition:
✦ A blend of creative writing and
keyword strategy; it’s an art... and
sometimes even a science

A Techie’s Definition:
✦ The practice of promoting and
improving a website’s rank and visits
from search engines.


Why is SEO Important?


It’s important because...



✦ The vast majority of website traffic is driven
by Search Engines i.e. Google, Bing




✦ If your content is not easily found by search engines,
you will not get indexed





✦ If Search Engines don’t know about you, be assured
no one else will either...


It’s important because... According to



✦ If Search Engines don’t know about you, be assured
no one else will either...


It’s important because... According to



✦ If Search Engines don’t know about you, be assured ✦ A #1 position in Google’s search
no one else will either... results receives 18.2% of
clickthrough traffic

✦ The 2nd position receives 10.1%,
the 3rd 7.2%, the 4th 4.8%; all
others under 2%


How Does One “Do” SEO?


Proper SEO Takes Time


1. Research relevant keywords


2. Competitive research


3. Cross reference with potential
content on the site (such as copy or
blog entries)


blog entries)
4. Evaluate website structure for SEO
opportunities


blog entries)
opportunities
5. Implement keyword strategy


blog entries)
opportunities
6. A/B Test


blog entries)
opportunities
6. A/B Test
7. Refine, repeat


SEO Techniques/Principles


Content Should be Compelling


✦ Your content should provide a benefit and/or solve a
problem


problem

✦ Content should be consistent.


problem


✦ Content should be user-focused.


problem


✦ Content should be user-focused.

✦ Every piece of content should have a purpose.

courtesy of copyblogger.com


Importance of Local Search


✦ Over 85% of consumers begin their search online



✦ Often, consumers include their city name, surrounding
city, or zip codes to find what they are looking for nearby...




✦ Most default search results default to detected location
(‘Google wants to know your location. Allow?’)




✦ Most default search results default to detected location
(‘Google wants to know your location. Allow?’)

✦ Who cares if Facebook has over 500 million users?
Business owners care mostly about the 2,000 or so
potential customers within a three mile radius of their
location!


Understanding Target Market


✦ Are they mobile users?



✦ What browsers do they use? Chrome? Firefox? Safari? or,
I.E. (ew)?



I.E. (ew)?

Younger crowd = slang?



I.E. (ew)?

Older = sophisticated speak?


Backend / Front End


Backend / Front End
Consumers Need Context. Not Jargon.


Backend / Front End
✦ Keyword Usage - Are you considering these page elements when doing SEO?

Title URL Meta Desc. H1 H2-4 Body Strong/Italic Img Alt


Backend / Front End


✦ Are relevant keywords in URL?


Backend / Front End



✦ Bad Example:
http://foothillunitycenter.org/index.php?option=com_content&view=article&id=66&Itemid=91


Backend / Front End



✦ Bad Example:

✦ Less Bad Example:
http://www.mobilemarketer.com/cms/opinion/columns/13143.html


Backend / Front End



✦ Bad Example:

✦ Less Bad Example:
http://www.mobilemarketer.com/cms/opinion/columns/13143.html

✦ Winner:
http://www.seomoz.org/ugc/10-ideas-for-link-bait-and-5-ways-of-getting-the-word-out


Backend / Front End
Just a couple more
points


Backend / Front End
Just a couple more
points
✦ URLs should be search engine
friendly


Backend / Front End
Just a couple more
points
friendly

✦ URLs should be human readable


Backend / Front End
Just a couple more
points
friendly

✦ URLs should be human readable

✦ URLs should be relevant to the on-
page content. If the URL is “oc-dog-
collars” make sure the content is
about that, too


Tools We Use... A Lot!


Productivity and Process Matter


✦ SEOmoz - (paid, 30 day free trial, great
content)


content)

✦ Woorank (paid, allows 1 free report per week)


content)


✦ Google keyword tool (free)


content)



✦ Google Insights for Search. (free)


content)




✦ WordPress (free, great for informational sites/
blogs; anything that’s not an application)


✦ Google Apps for Business (free for up to 10
content)
users) - Provides, email, docs, calendar for
your team on YOUR domain which looks
more professional




content)
more professional
✦ Asana - Project Management (free for up to
30 users on a project)



content)
more professional
✦ Asana - Project Management (free for up to
30 users on a project)
✦ Freckle - Time Tracking (paid, free trial for
30 days)


Case Study


Case Study
the Urban Dater
Jan 2009 — Dec 2009


Case Study
the Urban Dater
Jan 2010 — Dec 2010


Case Study
the Urban Dater
Jan 2009 — Today


Any Questions?


META Keywords & Description



✦ This is Matt Cutts
✦ SEO Spam Cop
✦ SEO Authority


✦ Google doesn’t analyze META Keywords. Other search
engines may. - bit.ly/KLqhGR

✦ SEO Spam Cop
✦ SEO Authority


✦ Google DOES analyze META Descriptions.

✦ SEO Spam Cop
✦ SEO Authority



✦ META Description should be relevant to on-page content

✦ SEO Spam Cop
✦ SEO Authority




✦ META Description should be unique to each page of
content ✦ This is Matt Cutts
✦ SEO Spam Cop
✦ SEO Authority




✦ META Description should be unique to each page of
content ✦ This is Matt Cutts
✦ SEO Spam Cop
✦ Meta Descriptions should be 165 characters or less.
✦ SEO Authority


Mobile. It Really Matters...


Mobile Usage Continues to Rapidly Increase


✦ More users view sites on mobile devices


✦ Websites should be optimized for smaller devices, ANdroid, iPad etc.


✦ Websites should be optimized for smaller devices, ANdroid, iPad etc.
✦ Brands are building mobile apps to make their content easier to consume


SEO Overview

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