what is seo?
Post on 18-Jul-2015
113 Views
Preview:
TRANSCRIPT
April, 2015
Jake Aull | Zen Fires Digital Marke6ng | 404.259.5550 | ZenFires.com | @jakeaull
What is SEO…
jake@zenfires.com
What is SEO… _______________________________________________________________________________________________________________________________________________________________
• SEO (search engine op1miza1on) is “making your business come up in Google” (& other search engines – organically)
• What does that mean?
• Consumers are looking for something -‐ they need
something -‐ a solu6on to a problem.
• How do they aUempt to solve it? With info -‐ by going to Google -‐ or Bing -‐ or Yahoo.
• They enter their search terms -‐ their ques6on -‐ their problem.
jake@zenfires.com
Sample SERP (search engine results page) _______________________________________________________________________________________________________________________________________________________________
jake@zenfires.com
What is SEO… _______________________________________________________________________________________________________________________________________________________________
• Web users enter their search terms -‐ their ques6on -‐ their problem. • And up comes the SERP (search engine results page) -‐ lis6ngs of results and links per their query. • The “organic” or “SEO” lis6ngs are the majority of lis6ngs on the page -‐ they are regular lis6ngs that are
not ads (ads typically are separated at top, boUom and/or side -‐ with an indicator such as the word “Ad” shown).
Organic (SEO) lis6ngs
PPC/digital ads
jake@zenfires.com
What is SEO… _______________________________________________________________________________________________________________________________________________________________
• The goal here is to get consumers to see and click on lis6ngs for some specific ac6on -‐ a company-‐desired landing page, promo6on or general content. (example of a web landing page below – such as from an ad campaign)
jake@zenfires.com
What is SEO… _______________________________________________________________________________________________________________________________________________________________
• Going deeper, for the business and/or marketer, the SEO-‐specific goals are: • To communicate with search engines and solve errors the search engines find on websites (these
errors happen all too oden) • To adapt and respond to search engine updates (i.e., Google Penguin, Panda, and Hummingbird
algorithm updates) • To iden6fy the keyword phrases that prospects and customers search for • To come up on the first page of search engines for many of those keyword searches • To consume more SERP “real estate,” with a variety of lis6ngs for same keyword searches • To achieve more visible lis6ngs on the SERP, such as local/maps results or images, or with rich
content, such as video or news results • To expand the brand’s overall digital footprint, for brand awareness results • To con6nually grow visitor traffic (such as first-‐6me visitors coming to the website) • To iden6fy and capitalize on primary traffic drivers to the website (such as back links or social
media) • To adapt and harness new content (such as blog posts), with op6miza6on, for ongoing traffic
growth and search engine results (note that blog posts should typically be on your own website -‐ social media results can also be considered “organic,” but they represent separate tac6cal effort than SEO).
• To con6nually monitor website analy6cs for all above results (and errors), tweak, improve and achieve more growth in posi6ve results!
jake@zenfires.com
Sample SERP (search engine results page), with maps and news rich content _______________________________________________________________________________________________________________________________________________________________
Rich content news lis6ngs
Maps/local results lis6ngs
jake@zenfires.com
What is SEO… _______________________________________________________________________________________________________________________________________________________________
• Ul6mately – the goal is to connect good company content with target consumers seeking answers -‐ the “answers” are the right match of company services for consumer problem-‐solving.
• Some of the biggest contributors I’ve no6ced to SEO results include a high amount of content (such as pages and/or blog posts), and longevity of domain ownership (less controllable -‐ based on the ques6on of how long have you owned your business domain name?).
• SEO is marke6ng. It’s website coding. It’s copywri6ng. It’s all of the above. It’s all of that for you and your best customers.
• So, why do SEO and/or ads? First of all, which lis6ngs do you, as an individual web user, which lis6ngs do you usually click on from the SERP? If you said organic/SEO, you’re in good company with the majority of web users. But this doesn’t mean there’s no role for search engine adver6sing.
jake@zenfires.com
Sample SEO Analy6cs _______________________________________________________________________________________________________________________________________________________________
jake@zenfires.com
What is PPC… _______________________________________________________________________________________________________________________________________________________________
• Digital paid ads can achieve things that SEO can’t, such as: • Let’s say you are a startup company with no digital presence and a brand new website -‐ PPC (pay-‐
per-‐click adver6sing) can get you visibility on the SERP that you can’t get right off the bat with SEO.
• Digital adver6sing is a good way to achieve more visibility (via mul6ple lis6ngs) on the same SERP -‐ incen6vizing web users to click on one or the other of your lis6ngs.
• Digital adver6sing/PPC is a good way to “buy” keyword phrases you can’t come up for organically no maUer how hard you try (e.g., “head” keywords such as “book” or “television” -‐ as opposed to good organic niche/“long tail” keywords such as “children’s book about three-‐legged elephants” or “buy used American-‐brand 60-‐inch HDTV flat screen cheap”).
• Digital adver6sing is a good way to target highly specific web users, such as “men in Birmingham, AL between 40-‐50 years old.”
• Digital adver6sing/PPC is also great at demonstra6ng highly specific analy6cs (such as the above for website clicks)
• And digital adver6sing is great for “immediate gra6fica6on;” while SEO is more of a long-‐term benefit, PPC starts and stops the minute you start and stop paying for it.
jake@zenfires.com
“Head” or “Short-‐tail” keyword phrases in PPC adver6sing (“television”) _______________________________________________________________________________________________________________________________________________________________
PPC/digital ads
PPC/digital ads
jake@zenfires.com
Google AdWords Adver6sing Campaign Setup _______________________________________________________________________________________________________________________________________________________________
jake@zenfires.com
Google Keyword Research _______________________________________________________________________________________________________________________________________________________________
jake@zenfires.com
Local SEO/directory search channel _______________________________________________________________________________________________________________________________________________________________
jake@zenfires.com
Search Analy6cs, Trending and Alterna6ve Search Engines _______________________________________________________________________________________________________________________________________________________________
•
jake@zenfires.com
Analy6cs Showing Social Media-‐Driven Traffic to Website _______________________________________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________________________________________________________________________
Facebook, TwiUer, and LinkedIn are successfully driving traffic to the website.
top related