These slides provide a good overview of what SEO is and why is has become one of the most effective marketing strategies on earth.

2. HOW WE USED TO SELL THINGS:
Yellow Pages
Newspaper Ads

3. HOW WE SELL THINGS NOW:
Re-targeted display ads
Pay Per Click Search Advertising
Organic Search

4. ALL THAT TO SAY…WE SELL ONLINE
The process we use to sell things hasn’t really
changed, but the mediums have
And…
The process of buying has changed completely

5. HOW CONSUMERS BUY THINGS TODAY
1. Identify a Need
2. Research Options

6. 3. Ask Friends
4. Seek Feedback

7. 5. Convert

8. WHAT IS SEO?
SEO stands for “search engine optimization.”
It is the process of getting traffic from the “free,” “organic,” “editorial” or
“natural” listings on search engines.
All major search engines such as Google, Yahoo and Bing have such
results, where web pages and other content such as videos or local listings
are shown and ranked based on what the search engine considers most
relevant to users.
Payment isn’t involved, as it is with paid search ads.
Definition courtesy of Search Engine Land

9. ORGANIC VS. PAID SEARCH RESULTS
Despite this extreme difference in click
percentage, paid traffic was invested in to
the tune of $31+ Billion in 2011.
Unpaid search marketing received just $5
Billion in investment…

10. ORGANIC SEO IS SUBSTANTIALLY UNDER-VALUED

11. WHAT IS A SEARCH ENGINE
Think of a search engine as a librarian that is responsible for organizing
EVERY BOOK ON EARTH
As the librarians of the web, search engines have a process by which
they organize every page on the web.
That process is their indexation algorithm. Search engine robots use
the stipulations of the algorithm to crawl through websites and index
them in a useful way.

12. THE JOB OF AN SEO IS TO
OPTIMIZE WEBSITES SO THAT
THEY CAN BE FOUND IN SEARCH
RESULTS WHEN USERS INPUT
QUERIES FOR WHICH THE SITES
PROVIDE ANSWERS.

13. THE 2 ARENAS WHERE SEO’S PLAY
1. On-site
On site optimization refers to the process of adjusting a website in
order to allow search engines to easily determine the relevance of the
website and it’s pages (technical optimization) as well as adjusting the
aesthetics and functionality so that it is most likely to produce the
desired behavior of the site’s visitors (visual optimization).
2. Off-site
Off-site optimization refers to the breadth of activities that SEO’s
perform outside of the website they are optimizing in order to influence
search engine rankings. The primary form off-site optimization takes is
Link Building.

14. 1. ON-SITE OPTIMIZATION
When we optimize a website for search engines, we are trying to make it as
easy as possible for the search engines to access and index the website
according to relevance.
How do we show the
search engines relevance
when they crawl our site?

15. PAGE TITLES
Page title as a human sees it:

16. PAGE TITLES
Page title as a search engine sees it:

17. META DESCRIPTIONS
Meta descriptions as a human sees them:

18. META DESCRIPTIONS
Meta descriptions as search engines see them:

19. HEADING TAGS (H1, H2, ECT.)
H1 tag as a human sees it:

20. HEADING TAGS (H1, H2, ECT.)
H1 tag as search engines sees it:
<h1>Car Accident Lawyers Los
Angeles Accidents</h1>

21. PAGE CONTENT
Page content as a human sees it:

22. PAGE CONTENT
Page content as a search engine sees it:

23. 2. OFF-SITE
Search engines use the quantity and quality of incoming links to a given site
as a major indicator of where that site should be placed in their results for
relevant search queries.
While a good link builder
isn't always a good SEO, a
good SEO is always a good
link builder.

24. WHAT IS A LINK?
A link (or hyperlink) is a reference to a page that a user can follow.
Links help search engines evaluate the content of different pages on the
Web.
A link looks like this:

25. WHAT IS AN INBOUND OR EXTERNAL LINK?
An external link is a link that points at an external domain:

26. WHAT DO INBOUND LINKS COMMUNICATE TO
SEARCH ENGINES?
1. Authority
Think of an inbound link to Site A from Site B as a Vote cast by Site B for Site A.
This vote passes some of Site B’s authority to Site A.
2. Relevance
There are 2 primary ways that search engines use links to determine the
relevance of a site:
Anchor Text
Context

27. ANCHOR TEXT
The anchor text is simply the words that appear in the link.
Example:
This sentence is about cars.
The anchor text in this example is “cars”. Search engines read that text,
in a similar way that humans do, and are able to recognize the relevance
of the website that is linked to accordingly.
In this case, they see that the website is related to cars.

28. CONTEXT
Search engines also use the context surrounding the link to determine it’s
relevance.
If I had a roofing supply website and that
website was linked to from an article
about the best roofing supplies, the
search engine will be able to infer the
relevance of my site because of the
context surrounding the link.

29. HOW DO WE BUILD LINKS?
The bottom line is that link building is hard. The best SEO’s are the best
link builders. We can’t go to in-depth here, but here are the 2 basics
ways to build links at the highest level:
Naturally
Publish content, and hope other websites link to it.
Manually
Find places on the web where you can put a link to your site, and put your
link there.

30. WHEN ON-SITE AND
OFF-SITE
OPTIMIZATION ARE
DONE PROPERLY,
YOU GET:

31. HIGHER RANKINGS FOR RELEVANT SEARCH
PHRASES

32. MORE LEADS

33. MORE CONVERSIONS

34. MORE HAPPY DANCES