This document provides an overview of search engine optimization (SEO) strategies. It discusses the three primary elements of SEO: on-page factors, in-page technical factors, and off-page factors like link building and local citation building. On-page factors that help rankings include relevant keywords, high-quality content and architecture. In-page technical optimization ensures bots can easily access content. Off-page factors involve developing relationships to obtain links from other sites, which signals authority to search engines. Social media can also indirectly help SEO by increasing awareness, engagement and potential for future links. The document emphasizes creating valuable content over quick tactics and stresses SEO requires ongoing effort over time.

1. SEO Overview
Emma Still + Bill Sebald
1.15.16
Drexel: New Media Marketing

2. #DrexelNMM

3. EMMA STILL
Team Lead @ Seer
Instructor @ Girl Develop It
@mmstll

4. Seer Interactive
• Agency: Analytics, PPC, & SEO
• Office in Northern Liberties
• 1 office in San Diego
• ~100 full time employees
• Philly 100, Philly Best Places to Work, Philly’s Coolest
Companies 2015
• @seerinteractive

5. BILL SEBALD
Owner @ Greenlane
@billsebald

6. ‣Boutique Agency – SEO, PPC, CRO, Content Strategy
‣Office In Phoenixville
‣8 employees
‣Way smaller than Seer!!!

7. What is SEO?

8. SEO is about getting found.

10. • 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?

11. Remember: there is no person actually
reviewing your site to determine where it
should be ranked.
How do search engines determine rankings?

12. Search Engine Goals

13. Search Engine Goals
GOOD USER EXPERIENCE

14. Good User Experience
Search Engine’s Goal
• Relevancy

15. Good User Experience
Search Engine’s Goal
• Relevancy
• Quality

16. Good User Experience
Search Engine’s Goal
• Relevancy
• Quality
• Authority

17. Good experience = algorithm updates

18. What do we do all day?
An SEO’s job is to understand what Google deems relevant, quality, and
authoritative to make good choices that will bring more quality traffic to
a website.

19. “Soooo… how exactly do you do that?”

20. • On-page SEO factors
• “In-page” SEO factors
• Off-page SEO factors
3 Primary Elements

21. ON-PAGE SEO

22. ON-PAGE SEO
the factors that help google find your website

23. • Keywords (relevancy)
• Identify what people are most likely to search for when looking for
your website
• Keyword research
On-page SEO Factors

24. Keywords Example
On-page SEO Factors
Write down what you would type into Google to
find the items above

25. Keywords Example
On-page SEO Factors
Mid ring
Midi ring
Knuckle ring
Mid knuckle ring
Half finger rings
Champagne glass
Champagne flute
Wine glass
Sparkling wine glasses
Champagne stemware
Glass champagne flutes

26. Keywords Example
On-page SEO Factors
• Think about your brand for your group assignment
• What are 2-3 keywords you think people would search for to
find them online?

27. • Keywords (relevancy)
• Architecture (quality)
• How your website is built
• Page load time, internal structure, links/URLs, etc.
On-page SEO Factors

28. • Keywords (relevancy)
• Architecture (quality)
• Page content (relevancy & quality)
• Copy
• Page titles & headers
• URL names
• Internal Links
On-page SEO Factors

30. If there is one thing to remember about
On-page SEO
… and this presentation

31. DON’T MAKE CRAPPY CONTENT

32. Content is KING

33. Content is KING
Quality
Unique
Relevant
Informative
Adds value

34. Don’t do this…

35. …or this

36. Do more like this

37. …and this
http://www.seriouseats.com/2015/06/food-lab-complete-guide-to-sous-vide-steak.html

42. IN-PAGE SEO

43. IN-PAGE SEO
aka “technical SEO”

44. Technical SEO

45. BOTS
DON’T LIKE
HARD
WORK
(so we make it really
easy for them)

46. 1,720,000 Indexed Pages?!?!
• Accidental duplicate pages
• Pages that don’t need to index
This means…
• A lot of wasted crawl budget
• Many good pages that won’t be
found by Google
• Lost traffic / revenue

47. It’s all equally important
Some Important Areas to Audit
Site
Speed
Internal
Linking
Canonical
URLs
Image/Video
Optimization

48. OFF-PAGE SEO

49. OFF-PAGE SEO
aka link building & local citation building

50. Local Citation Building / Local SEO

54. www.google.com/mybusiness

55. What is link building?

56. • Link building is the process of
getting other websites to link to
your website.
What is link building?

57. Why is link building important?

58. Link building = Authority
Authority = Trust
Trust = Rankings
Rankings = ?

59. Link building
Off-page SEO Factors
• When another website links to your website, Google sees
this as a vote of confidence for your website.
• Not all links are created equal.

61. >
Quality of Links > Quantity of Links

62. “Sooo… how do you build links?”

63. 1. Build relationships.
Treat other websites like potential business partners or friends

64. Link Building Examples: relationships
Off-page SEO Factors
• Guest posting
• Sponsorships
• Media relationships
• Speaking engagements/biographies
• Partnerships
• Testimonials

65. 2. Build quality content.

66. 2. Build quality content.
Create content that will appeal to those business partners and friends.

67. ! real example !

68. http://spoilers.netflix.com/
833 websites linking

69. SEO takes time

70. SOCIAL MEDIA & SEO

71. Do tweets/likes/+1s affect rankings?

72. The short answer: NO

73. The longer answer:
The impact of social engagement is still speculative but projected to be
a critical ranking factor in the near future

74. • Increased visibility & awareness = links = rankings
• Increased positive reviews on G+/Yelp = increased visibility in local
search
• Google+
• Posts are seen by Google almost immediately
• Using social influence to build relationships = links = rankings
• Audience analysis
How social [indirectly] affects SEO

75. How social [indirectly] affects SEO
Social Shares
Social Impressions
Influencer
Impressions
Links

76. Remember the relationships we’re
supposed to be building?
Identify influencers
Build relationships = awareness
Understand needs of others

77. • Identifying influencers
• Finding out what your audience likes; create content for
them that they’ll want to share
• [example of Buzzsumo & Twtrland]
SEO Benefits of Building Social Relationships

78. QUESTIONS?

79. • Get together with your groups
• Brand > Challenge > Tactic
• Example: Your tactic is to increase online revenue. Which SEO
factors could you employ to help you increase online revenue
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 your brand’s challenge?
Take 10-15 minutes to work through your ideas with your group
Each team will have 2-3 minutes to present their ideas
Practice!