Search Engine Optimization

(SEO)

MPPR-881-02: DIGITAL MARKETING

September 29 2015
Katherine Watier Ong
CEO, Taproot Digital LLC

@kwatier

KEY TAKEAWAYS FOR SEO SUCCESS

1.

2.

3.

The Major US Search Players

can be
either
Google OR
Bing

SEARCH: ORGANIC VS. PAID RESULTS

Separate teams at
Google/Bing
Paid results
Organic results

Paid does not

impact organic
listings
Organic search
viewed 100% of the
time for 10-15 sec

Only 28% see paid

search ads, spend
1 sec viewing ads, .
5-2% CTR on any
one paid ad

WHY SEO and PPC need to be integrated

Why Integrated Digital Marketing?

LETS COVER THE BASICS

Keyword Phrases

THE GOOGLE ALGORITHM

10

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Google Overview

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CREATING A SEO PLAN

FOUR MAJOR ASPECTS OF SEO

4. User Factors

3. Link Building

2. Quality Content

13

1. Technical SEO

14

TECHNICAL SEO REQUIREMENTS

This is just an
example, a full
list of SEO
requirements
here: http://www.
seerinteractive.
com/blog/craziest
-internetmarketing-auditchecklist-on-theinterwebz

TECHNICAL SEO CASE STUDY

Before

16

After

WHAT THIS MEANS FOR YOU

17

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GOOGLE & BING RULE: KEYWORDS

GOOGLES RULES: CONTENT QUALITY

QUESTIONS

21

Source: http://www.iprospect.com/en/ca/blog/searcher-personas-card-framework/

22

Who are you trying to Appeal to?

KEYWORD RESEARCH PROCESS

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.

USING FINAL KEYWORDS FOR WRITING

1.
2.
3.

4.
5.

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GOOGLE BEST PRACTICE: ONLINE READING

WHAT THIS MEANS TO YOU

26

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GOOGLE & BING RULES: ONLINE PROMOTION

LINK BUILDING AND MAINTENANCE

30

WHAT THIS MEANS TO YOU

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Google Hummingbird

GOOGLE HUMMINGBIRD

34

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Googles UX Algorithms

Study by Moovweb

36

Mobile algorithm update

WHAT THIS MEANS TO YOU

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PERSONALIZED TO YOU

39

THE MOST IMPORTANT TRANSITION

40

From keyword based results Entities and connections based results

Cartoon on left by Peter Steiner 2012

GOOGLE POWERED BY YOUR

GOOGLE DATA

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PERSONALIZED SEARCH

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PERSONALIZED SEARCH

REMOVING SEARCH PERSONALIZATION

GOOGLES FUTURE:

45

USING GOOGLE WITHOUT

SEARCHING

46

Google asks: What did you want to know recently?

http://backslidden.net/wp-content/uploads/2011/06/Dyson86237596.jpg

WHAT THIS MEANS TO YOU

47

HOW DO YOU MEASURE SEO?

48

Additional reading:
https://www.distilled.
net/resources/statistical-forecasting-forseo-analytics-and-a-free-tool/
http://www.techwyse.com/blog/contentmarketing/kpis-for-measuring-contentmarketing-roi/
http://www.lunametrics.
com/blog/2013/07/22/seomeasurement-mistakes/
https://moz.com/blog/proving-seo-valuein-google-analytics

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TARGET YOUR CUSTOMER

1.
2.
3.
4.

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5.

STEP 1: CREATE PERSONAS

51

STEP 2: TARGET CONTENT TO YOUR

AUDIENCE

52

STEP 3: BUILD SOCIAL RELATIONSHIPS

53

STEP 4: KNOW THE SIGNALS & USE THEM

54

STEP 5: MEASURE TO SEE IF ITS

WORKING
1.

2.

3.

4.

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5.

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If you want to be an SEO/Content Marketer...

57

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Digital Marketing Salaries

& Tactics

Top SEO Tools & Resources

59

SEO Resources:
Inbound.org
Search Engine Land
Google Webmaster
Central blog and
Hangouts.
Neil Patel
Mike King (iPullRank)
Distilled
Moz blog

PARTING THOUGHTS.

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ADDITIONAL LEARNING RESOURCES

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Good SEO vs. Bad SEO

Good:
REI.com outranks Wikipedia
Amazon.com

63

http://marketingland.com/10-big-brands-that-werepenalized-by-google-69646

Mobile App Optimization

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Stay in touch!

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KATHERINE WATIER ONG