1. Online Marketing
Building Web Traffic
Through Search Engine

2. Why Businesses Are Using SEO
Hands Down, It Works
- 70% Of The Links Search Users Click On Are Organic
- Inbound Leads Cost 61% Lower Than Outbound Leads.
- SEO Leads Have a 14.6% Close Rate, While Outbound Leads
(Such as Direct Mail or Print Advertising) Have a 1.7% Close
Rate.

3. Why Businesses Are Using SEO
Companies are Acquiring Customers
- MarketingCharts Reports That Over 39% of Customers Come
From Search
- 75% of Users Don’t Go Past Page 1 on Google
- Nearly 40% of all U.S. Companies Use a Blog for Marketing
Purposes
SearchEngineJournal.Com, HubSpot

4. Why Businesses Are Using SEO
Essential For Business Marketing

5. Why Businesses Are Using SEO
- B2B Marketers Who Use Blogs Generate 67% More Leads Per
Month Than Those Who Do Not (Source: @FactBrowser)
- B2C Companies That Blog Generate 88% More Leads Per
Month Than Those That Do Not. (Source: @HubSpot)
- Small Businesses That Blog Get 126% More Lead Growth Than
Small Businesses That Do Not Blog. (Source:
@ThinkCreative)

6. Why Businesses Are Using SEO
Google Is Catering Toward Local SEO
-The Number Of Online Searches For Local Businesses
Is Up 58% (2008-09)
-70% Of Local Consumers Trust Online Business
The 7-Pack

7. Not All Web Traffic Is Created Equal
Why Build Search Traffic Over Referral or
Social?
It Performs Better!
-Higher Conversions
-Higher Actions Per Visitor
- Intent, Specificity, Environment

8. Not All Web Traffic Is Created Equal
Building Social Traffic Takes Constant,
Daily Effort
From BlogWorld.Com:
"...after a time, the promotion of content elsewhere = on social
networks, gets cumbersome, tiresome, and loses its
effectiveness. However, with search traffic, as long as the

9. Google’s Algorithm
To Understand Google's Algorithm, You
Have To Know Google's Purpose
To Connect Users With
The Most Relevant, Helpful,
Up to Date Information

10. Google’s Algorithm
How Does It Do That? By Looking For Key
Indicators
Like PageRank,
Named After Larry Page
PageRank Is Calculated by Adding up All the Pages
That Link Back To Your Website, and Calculating the
Importance of Those Link Backs

11. Google’s Algorithm
Domain Authority: OpenSiteExplorer.org
Based on the Number of Backlinks You Have From Diff. Sites

12. Google’s Algorithm
Ranking Signals

13. Google’s Algorithm - The Ideal
Page
This Page Is
Optimized for the
Phrase, “Chocolate
Donuts”
via http://seoforpeople.files.wordpress.com

14. Google's Algorithm - The Ideal
Page
Keywords In All The Right Places
- Beginning Of Title
- Beginning Of Headers
- In The URL/PermaLink

15. Google's Algorithm - The Ideal
Page
In Page Factors - An Ideal Web Page Will
Have:
- Multiple Internal/External Links To High Authority Sources
- No Broken Links (404s)
- Keywords Linked Up (<- A Big Factor!)
- Keywords in Bold Text
- At A Minimum, Web Pages Should Be Over 300 Words - Shoot for
1000 Words

16. Google's Algorithm - The Ideal
Page
Meta Descriptions Lure People In
- Be Brief And Compelling
- Use Your Keywords
- Think Of It As An Email Subject Line

17. Google's Algorithm - The Ideal
Page
Using Keywords Within The Text
"We sell custom cigar humidors. Our custom cigar humidors are
handmade. If you’re thinking of buying a custom cigar humidor,
please contact our custom cigar humidor specialists at
custom.cigar.humidors@example.com."
- Sound Natural
- Don't Over Do It
- The Keyword Phrase Should Appear 4-5 Times in the
Article (This Includes Headers)

18. Google's Algorithm - The Ideal
Page
What's Above The Fold Is Important
- Limit Ads - Limit Photos - Limit Amount Of Scrolling

19. Google's Algorithm - The Ideal
Page
Users Hate To Wait - Check Page Load
Time!
"With the industry’s ideal load time at three-seconds or
less, anything over the ideal load time could affect a

20. Google's Algorithm - The Ideal
Page
Make Your Content Important
- Rich Content
- Details, Details, Details
- Show Time And Effort
- Explore A Topic
Thoroughly
- Add Multimedia

21. UX SEO Factors
Time Spent On Page
About 50% Of
All Web
Visitors Will
Not Make It
Past Half The
Article/Web
Page
slate.com

22. UX SEO Factors
Bounce Rate
38% Of All
Web Visitors
Bounce
Before
Engaging In
Any Way With
The Web
Page
http://www.nngroup.com/articles/
how-long-do-users-stay-on-web-
pages/

23. Total Reads and Page Views
Post Your Blogs Where People Care
From ShoutMeLoud.Com:
"Many SEOs theorize that Google factors in bounce rate and page
time into your ranking. If they see a high bounce rate, and see
that people only stay on your page for 10 seconds, they make

24. Total Reads and Page Views
How to Gain Reads, Get Google’s Attention
- Use Your Email List
- Put Links Everywhere
- RSS Feeds
- Syndicate Your
Content

25. Other SEO Factors
Google Authorship and Google Publisher
- The Rel=Author Tag Establishes
A Verified Connection Between an
Author and a Website
- The Rel=Publisher Tag Is For All Brands And Businesses, Not Just
Publishers.

26. Other SEO Factors
Google Authorship and Google Publisher

27. Social + Seo
Why Is Google Using Social Signals?
- Not Every Great Article Is Search Optimized
- Shares, RTs, +1’s Are All Votes Of Confidence
- Popularity Indicates Quality

28. Social + Seo
Matt Cutts From 2010

29. Social + Seo
Social Signals To Expand
• Number of People That Like Your Brand on FB
• Number of Facebook Shares
• Number of Twitter Followers
• Number of Tweets Mentioning Your Brand Name or
Including a Link to Your Website
• Number of People That “Have You In Their Circles”
(Google+)

30. Mobile SEO
Mobile Search Data via TribalCafe

31. Mobile SEO
Mobile SEO Factors
Responsive web design. Considered industry best practice and is recommended by
Google. This includes using CSS media queries for device rendering, and using
uniformed HTML across all devices.
Dynamic Serving. Google notes that different HTML can dynamically live on the same
URL if responsive design is not optimal. Separate mobile URLs. Fair game, and do not
actually affect organic search traffic, nor weaken your “link juice” as mobile users may
have different needs to desktop users and thus need different copy messaging.
Maximise Site Speed. A faster site will provide a better mobile user experience.
Optimise your mobile content. Mobile users are often on the go and do not have the
same goals as those sitting behind a computer. Create custom mobile content to give
researchers exactly what are looking for.

32. Mobile SEO
Technical Decisions via Search Engine
Land
All Three Ways are Approved by Google as Best Practices

33. Mobile SEO
Via Resolution Media’s director of SEO strategy Bryson
Meunier at SMX West, 2014

34. Local SEO
What Is Local SEO?
Local SEO
Combines
Listings,
Reviews,
Citations (Or
NAP)
To Show Users
On SERPs

35. Local SEO
Must Haves For Local SEO
- Google Maps Listing
- Google Local Profile
- User Reviews
- Yelp Profile
- Name Address and Phone
Number In The Footer
- Consider Using Name Of City
In Page Titles

36. Local SEO
Fast Ways To Improve Local SEO
- Use Paid Services Like YEXT or WhiteSpark Citation Finder
- Claim Your Listing On Google Places, Email Customers For
Reviews
-Do Not Use Keywords When Filling Out Company Profile

37. Keyword Research
What Are Keywords?
“Keywords are the words and phrases used by people who search for
your product. If your rank high on Google for a search term you will
as a result achieve a high page ranking. Getting your keywords right
takes research and a good understanding of customer online
behaviour. More importantly it requires a laser focus on matching
your products or services to the customers.” - TribalCo

38. Keyword Research
Using Google's Keyword Tool
- Filter By Location
- Type In Products/Services
- Exclude Similar But
Irrelevant Terms

39. Keyword Research
Using Google's Keyword Tool
- Get Ideas From Google
- Save Results
- Check Current Rankings

40. Keyword Research
Competition Levels:
High - .67 to 1.0
Medium - .33 - .66
Low - .01 to .32
Don't Let The Numbers Dictate
Your Strategy - There's Much
More To To Analyze!

41. Keyword Research
Specificity and Long Tail Search

42. Keyword Research
Specificity and Long Tail Search
- The Rise Of “Google Now” And
Voice Search Apps Mean More Longtail
Phrases
- We Talk Differently Than The Way
Type
- Less Trust From User Means More
Specificity

43. Where Am I Ranked?
The Value Difference
Between Page One
Location And
Page Two Location
Is Huge
You Suck

44. Where Am I Ranked?
- Via HubSpot

45. Where Am I Ranked?
SERP Ranking
- Where Are You Starting From?
- Check Your Progress After Each Week
- Look For The SEO Indicator Google Is Picking Up On

46. Where Am I Ranked?
Webmaster Tools: Via blog.serp.com
See Exact Search Rankings, Measure Progress,
Gauge Impressions

47. Where Am I Ranked?
Webmaster Tools: Comedy Magazine Stats
Filter By Date Range, See Top Pages, Submit Site Maps

48. Where Am I Ranked?
Easily Filter Through Phrases
Tip: Filter out Searches with Your Company Name

49. Where Am I Ranked?
Browser History Is Connected To Search
- Have You Clicked On That Article Before?
- Do You Visit That Website Often?
- Did You Tweet, FB Share, Or Plus 1 That Story

50. Where Am I Ranked?
Use Incognito Search And Turn Off
Personal Results

51. Thank You!
corttafoya@gmail.com
www.seoshrugged.com

52. Resources
• Blogging as a Tool for Growth (Slideshow/Deck)
• DIY SEO
• How to Prepare Your Website for Inbound Marketing
• Inbound Marketing FAQs
• Measuring SEO with Webmaster Tools
• Off-Page SEO Factors
• Search Optimizing Photos and Video