Introduction to SEO: New Media Marketing

SEER Interactive
SEO: A BRIEF OVERVIEW
1.17.2014

Emma Still
• SEO Associate - SEER
• @mmstll
• linkedin.com/in/emmastill/

• Agency: Analytics,
PPC, & SEO
• 2 Offices in Northern
Liberties
• Expansion to San
Diego, CA
• ~65 Full Time
Employees
• Philly 100 & Philly
Best Places to Work
• @SEERInteractive

Learning SEO

THE BUSINESS OF SEARCH

Where we want to be

© 2014 SEER Interactive | All Rights Reserved

How do search engines determine rankings?

Using a computer-based algorithm, Google calculates a
website’s relevancy, quality & authority when determining
where to rank a website for a given query. This algorithm can
be updated up to 500 times per year.

How do search engines determine rankings?

Remember: There is no person actually reviewing your site to
determine where it should be ranked.


Google’s
Goal
• RELEVANCY
• QUALITY

Google’s
Goal
• RELEVANCY
• QUALITY
• AUTHORITY

What is SEO?

An SEO’s job is to understand what Google deems
relevant, quality and authoritative to make good choices
that will increase rankings in the search engines.

14

“So how do you get a
website to rank?”

15

2 Primary
Elements
• On-Page factors
• Off-Page factors

On-Page SEO

THE FACTORS THAT HELP GOOGLE FIND YOUR
WEBSITE

On Page
SEO Factors
• Keywords
(RELEVANCY)
– Identify what
people are likely to
search for when
looking for your
website
– Keyword research

Keywords Example:

Write down what you would type in to Google to find the
items above.

Keywords Example:

Mid ring
Midi ring
Knuckle ring
Mid knuckle ring
Half finger rings

Champagne glass
Champagne flute
Wine glass
Sparkling wine glasses
Toasting flutes
Champagne stemware
Glass champagne flutes

On Page
SEO Factors
• Architecture
(QUALITY)
– How your website
is built
– Page load time
– Internal structure
– Correct URLs/Links

On Page
SEO Factors
• Page Content
(RELEVANCY &
QUALITY)
– Copy
– Page titles &
headers
– URL names
– Internal links

If there is one thing to
remember about On-Page
SEO
…and this presentation:

24

DON’T MAKE CRAPPY CONTENT


Content is
King
• Google rewards
websites whose
content is
– Quality
– Unique
– Relevant
– Informative
– Adds value

Don’t do this


…or this


Do more like this


…and this


Off-Page SEO

BEST KNOWN AS LINK BUILDING

What is link building?

Link building is the process of getting other websites to link
to your website.

Why is link building
important?

35

Off-Page SEO: Link Building

When another website links to your website, Google sees this
as a vote of confidence for your website.


Not all links are created equal.



Google will trust your site more if other trustworthy
(authoritative) sites are linking to you.


>
Quality of Links


>

Quantity of Links

So how do you build links?

44

How do you build links?

By building relationships



By treating a website like a potential business partner



By creating quality content


#RCS (real

company stuff)
• Example:
http://fantasyfootball.s
portsunlimitedinc.com
/
• 600 Tweets
• 300 Facebook shares
• 20 websites linking

#RCS (real

company stuff)
• Example:
http://rcs.seerinteracti
ve.com/money/
• 10k Tweets
• 14k Facebook shares
• 800 websites have
linked to this

SEO Takes Time


Social Media
AND ITS ROLE IN SEO

Social Media
& SEO
• Social signals do not
impact organic
rankings… yet.

How does social fit with
SEO?

53

Social Media & SEO

When signed into Google+, you have access to personal
results that include privately shared content from people in
your circles.

How does
social fit with
search?
• Identify influencers
• Build relationships to
create awareness
• Understand
audience’s content
needs

How does
social fit with
search?
• Our asset (content)
• Want others to link to
it
– Increase trust
signals to Google

How does
social fit with
search?
• Identify influencers
– I want to find a
writer at Palate
Press to promote a
wine infographic
• Build relationships to
create awareness
• Understand
audience’s content
needs

How does
social fit with
search?
• Ed Dawson is a
columnist
– Strong social
influence
– Has his own blog

Build relationships

LEVERAGE INDUSTRY INFLUENCERS SOCIAL REACH
TO ALLOW MORE PEOPLE TO VIEW OUR CONTENT

61

The more people that view
our content, the stronger
the likelihood we can build
more links and
AUTHORITY.

62

How do we build
relationships?

63

Stalking
Evan
• What does he write
about?
• What does he tweet
about?
• What does he talk
about?
• How does what you
have to offer fit in
with that?
• WHAT’S IN IT FOR
HIM?

Stalking
Evan
• Evan wrote an article
defending “Top 100”
wine lists.
• This is exactly what
we are offering.

Building Relationships
Convince Evan that our content is just as worthwhile and see
the SEO benefit:
• Get a link on a relative, authoritative website
– Google’s trust = rankings
• Other bloggers who follow him may link from their blogs
– More links = more trust = stronger rankings
– Stronger rankings = more business


Real Client Example


Practice
• Brand > Challenge > Tactic
• Example: Your tactic is to build a mobile app. How can
SEO help you market your mobile app to increase use of
the app and further the awareness objectives of your
brand?
– What SEO tactic did you choose? (content, architecture, link
building?)
– Why did you choose that tactic?
– How will that tactic help achieve overall awareness
objectives

• Take 10 to work out ideas with your group
• Each team will have 2-3 minutes to present their ideas

Introduction to SEO: New Media Marketing

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