4. Why SEO?
1. Experience Need (often through social media)
2. Enter in query in Google
3. Browse for the best match
4. Click on result
5. Scan for solution
6. Narrow query if inadequate answer is found
6. Do You Have A Product Anyone Wants?
Keyword research
– Google Adwords
– Google Insights
– Google Trends
– Trellian Search Term Suggestion Tool
– Wordtracker
– Soolve (instant search suggestion tool)
7. How Search Engines Work
• Index (collects, parses)
• Crawl (links are the
roadways) that spiders
crawl
• Store (lots of datacenters)
• Serve Relevant Results
(SERPs)
8. How Search Engines Rank
• Over 200 factors
– Basically by popularity
– Content + Links!
– Ranking Factors (SEOmoz)
• Relevance + Importance
– On Page
– Off Page
10. Foundation
• Create accessible site for users and search
engines
• Do keyword research
• Do competitive research
• Optimize on page for targeted keywords
– Juxseo
• Setup Analytics with Conversion Tracking
11. Build Relationships (Links)
• Make friends
– In Person
– Social media
• Find link opportunities
– Guest posts
– Interesting content
– Key Research
– Data
– Tools
13. Build Content Around Needs
• Customer development
model
• Back to keyword
research
• Analytics tell you
everything
14. Build Better Content
• Be aggregators/curators
• Repurpose good information
• Always link back to source and mention
15. Build Smarter Content
• Target keywords with low competition
• Build a content strategy to reach customers
experiencing a need
• Get “buy-in” before you create from thought
leaders
17. Monitor, Track and Learn
– How are people finding you?
– Which ones are converting?
– How can you provide content for more people
like that?
18. More Resources
• 1 SEO Article You Should Read
– Strategic SEO for Startups
• Open Site Explorer (analyzing links)
• Hubspot (learn inbound marketing)