2. Search
Engine
Op0miza0on
• The
2
Search
Landscape
•
How
Search
Engines
Work
•
Building
Op0mized
Websites
•
Conduc0ng
Keyword
Research
•
Link
Building
Strategies
•
Social
Media
&
the
Web’s
Influencers
12. Key
Components
of
Google’s
Algorithm
— Freshness
of
Content
— Website
Op0miza0on
— Links
back
to
your
website
— Social
Media
Ac0vity
12
12
13. Freshness
of
Content
— Publish
new
pages
in
different
formats
and
post
them
to
different
sec0ons
of
your
site
— SlideShares,
video
content,
and
new
landing
pages.
13
— make
sure
you’re
properly
adding
the
right
meta
informa0on
to
visual
media
formats,
or
else
you
might
not
get
as
much
value
from
what
you
publish.
14. Freshness
of
Content
— Best
prac0ce
is
to
publish
at
least
one
piece
of
content
a
day
— Once
you
develop
a
solid
base
of
blog
posts,
conglomerate
relevant
posts
into
an
14
e-‐book.
Conversely,
you
might
want
to
start
with
an
e-‐book
made
up
of
content
that
can
be
broken
down
into
blog
posts.
— Once
it
is
compiled,
gate
the
content
in
your
e-‐book
to
capture
new
leads.
Then,
you
can
slowly
release
its
content
on
your
blog.
15. Freshness
of
Content
— Having
a
live
social
media
feed
on
your
website
allows
your
site
to
constantly
speak
with
search
engines.
By
having
new
tweets
or
Facebook
posts
consistently
upda0ng
on
your
homepage
or
relevant
webpage,
search
engines
will
understand
the
new,
valuable
informa0on
that
you’re
pu`ng
out
and
will
likely
want
to
crawl
to
your
site.
15
18. Freshness
of
Content
— A
press
sec0on
is
another
good
outlet
to
post
fresh
content.
Upda0ng
your
site
with
content
about
your
company
and
employees
helps
consumers
understand
what’s
happening
within
your
business
and
industry.
Similarly,
search
engines
view
the
new
pages
as
new
content,
which
will
boost
your
page
rank.
18
20. Blog
— Set-‐up
a
blog
–
Wordpress
is
common
blogging
plaborm
— Plan
your
content
categories
— Posts
consistently
–
1
per
month
minimum
— Posts
should
be
300
–
400
words
— Include
images
20
21. Blog
Content
— Answer
industry
ques0ons
— Comment
on
industry
news
— Provide
how-‐to
based
content
— Encourage
readers
to
comment
21
40. Keyword
Density
— The
percentage
of
0mes
a
keyword
or
phrase
appears
on
a
web
page
compared
to
the
total
number
of
words
on
the
page.
— Is
a
factor
in
determining
whether
a
web
page
is
relevant
to
a
specified
keyword
or
keyword
phrase.
40
58. Link
Building
— If
another
website
links
to
you,
this
is
considered
an
external
link
to
your
site.
— May
SEO
experts
think
that
ge`ng
external
links
is
the
single
most
important
objec0ve
for
amaining
high
rankings.
— Having
sites
link
to
your
website
shows
that
you
are
a
trusted,
relevant
site.
58
68. Social
Media
— Google
has
made
it
known
that
social
media
ac0vity
in
included
in
it’s
algorithm
— SMO
is
the
distribu0on
of
social
objects
(videos,
blog
posts,
tweets,
Facebook
updates)
so
that
they’re
op0mized
to
rise
to
the
top
of
any
related
search
query,
where
and
when
it
is
performed.
— SEO
+
SMO
=
Amplified
findability
in
the
tradi0onal
and
social
web.
68
69. It’s
Huge
— Facebook:
1.23
billion
ac0ve
users
— Twimer:
500
million
ac0ve
users
— LinkedIn:
238
million
users
— YouTube:
1
billion
users
(4
billion
views
per
day!)
— Pinterest:
70
million
users
— Google+:
300
million
monthly
users
— Instagram:
100
million
users,
4
billion
photos
— Blogs:
66
million
blogs,
346
million
people
readers
each
day
69
70. It’s
Growing
— U.S.
adults
who
use
social
media
sites
has
risen
from
8%
to
72%
since
2005.
That’s
an
800%
increase.
70
(Pew
Research
Center)
— Roughly
81%
of
SMBs
are
using
social
media,
according
to
a
LinkedIn
study
released
Feb
2014,
and
of
those
that
use
social,
94%
do
so
for
marke0ng
purposes.
71. It’s
Real-‐Time
— Reveal
the
human
side
of
a
company,
give
it
personality
— Provide
useful
informa0on
that
people
won’t
get
elsewhere
(or
at
least
not
as
quickly)
— Respond
to
comments,
complaints,
requests
real-‐0me
— Have
a
plaborm
for
announcing
news,
promo0ons,
events
— Generate
new
business
leads
71
72. Ge`ng
Started
— Create
your
plan
–
align
with
off-‐line
marke0ng
calendar
— Iden0fy
the
most
important
keywords
for
your
business.
Use
these
consistently
in
all
posts,
tweets,
updates.
— Set-‐up
your
profiles
and
pages
and
start
pos0ng
72
— Ensure
you
have
a
consistent
design/branding
across
all
plaborms
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.
73. Ge`ng
Started
— Map
out
your
strategy
— Define
your
business
goals
and
objec0ves
for
social
media
73
— Increase
sales,
brand
awareness,
engagement,
drive
traffic
to
your
website,
create
a
community
on
your
page
— Iden0fy
your
compe00on
and
what
dis0nguishes
you
from
your
compe00on
— Define
target
audiences
and
key
messages
— Define
categories/topics
for
social
media
updates
74. Ge`ng
Started
— Create
your
plan
–
align
with
off-‐line
marke0ng
calendar
— Iden0fy
the
most
important
keywords
for
your
business.
Use
these
consistently
in
all
posts,
tweets,
updates.
— Set-‐up
your
profiles
and
pages
and
start
pos0ng
74
— Ensure
you
have
a
consistent
design/branding
across
all
plaborms
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.
75. Social
Media
Plan
— Create
your
Content
Calendar
For
Pos0ng
75
— Define
5-‐6
content
categories
— Set-‐up
a
3-‐month
calendar
— Add
your
key
offline
events
and
any
milestones,
holidays,
etc.,
— Align
with
your
marke0ng
calendar
— Content
should
be
a
mix
of
original
content/images,
news
updates
and
curated
content/images
77. Social
Media
Plan
— Set-‐up
Google
Analy0cs
to
monitor
web
traffic
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.
— Facebook
insights,
and
all
other
channels
have
analy0cs
77