seo for digital media
TRANSCRIPT
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SEO FOR ONLINE MEDIA
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WHY SHOULD I CARE ABOUT
SEO?
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ANYTHING DIGITAL MEDIA
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ANYTHING TRADITIONAL MEDIA
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ANYTHING STARTUP
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ANYTHINGADVERTISINGMARKETING
PUBLIC RELATIONS
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ANYTHING PERSONAL BRANDING
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ANYTHING WITH A WEBSITE
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EVERYBODY WANTS MORE
TRAFFIC
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Bruno Rodrguez Armesto
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DIGITAL MARKETING FOR 5+ YEARS
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DIGITAL MARKETING FOR 5+ YEARS
NATIONAL BLOGGING AWARD
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DIGITAL MARKETING FOR 5+ YEARS
NATIONAL BLOGGING AWARD
ADVERTISING, ONLINE MARKETING
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#MECO3602@BRUROAR
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HOW DO I GET MORE TRAFFIC?
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DIRECT SEARCHREFERRAL
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DIRECT TRAFFIC
I know the name of this website and it seems like a beautiful day to visit it
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REFERRAL TRAFFIC
This link looks awesome.Im gonna click this link
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SEARCH TRAFFIC
Im gonna search it. I love you Google.
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SEO IS ALL ABOUT SEARCH TRAFFIC
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WHAT IS SEO?
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SEO: SEARCH ENGINE OPTIMISATION
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http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/
NATURAL SEARCH GENERATES HALF OF WEB TRAFFIC
http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/
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TRAFFIC PER POSITION
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THE BEST PLACE TO HIDE A BODY IS THE 2ND PAGE OF
GOOGLE
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HOW DOES SEO WORK?
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RELEVANCE AUTHORITYUSER
EXPERIENCE
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RELEVANCE(ONSITE)
AUTHORITY(OFFSITE)
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RELEVANCE
The content of the website is related with the search
If I search for gluten free cat food:
page on gluten free cat food> page on cat food > page on cats
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PENGUINPANDAPENALISES POOR QUALITY CONTENT
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AUTHORITY
How important is that website compared with the rest
A website with more links tends to rank better.Links have more weight if they are:
From authoritative pages
Thematically related
Keyword rich (avoiding patterns)
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PENGUINPENALISES LINK PROFILE OVER-OPTIMISATION
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CHASING THE ALGORITHM
Google updates its algorithm 500-600 times per year
It has hundreds of ranking factors
We are not sure which ones
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USER EXPERIENCE
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USER EXPERIENCE
How much additional value offers a certain page compared with its competitors
Understand what your audience is searchingUse the tone and format your audience wants
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THIS IS WHAT WE SEE
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THIS IS WHAT A BOT SEES
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A BOT READS THE WORDSIN YOUR PAGE
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WHY SEO?
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SEO PROMISESFREE TRAFFIC
FOREVER
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BUT THATS A LIE
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PAID MEDIA CURVE
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ORGANIC TRAFFIC CURVE
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WHY INVESTING IN SEO?
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SEO IS ALWAYS LONG TERM
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WEBSITES ARE LIKE CELEBRITIESTHEY DONT STAY STATIC
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HOW TO DO SEO?
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THINK IN KEYWORDS AND/OR THEMES
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TITLE
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URL
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DESCRIPTION
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KEYWORD STRATEGY
Target research, persona creation
Keyword discovery: Competitors, social media, Reddit
Keyword tools: bersuggest, Google Trends, Google Keyword Planner
Long tail discovery
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THINK IN LONG TAIL TERMS
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THINK ON YOUR USER
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IMPROVING USER EXPERIENCE
Use URLS and titles with the main Keywords
Include main features in the meta description
Try to give the user the info they want
Video and images communicate better (sometimes)
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PUBLISH FASTER
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PUBLISHING FASTER
Have articles written in advance
Do not wait for the final picture. Publish soon, then update.
Ask for links from whoever quotes you
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PUBLISH FASTERFOLLOW A TREND...
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PUBLISH FASTER...BUT DO IT BIGGER...
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...OR WITH A TWIST
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THINK IN TERMS OF LINKS
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LINK BUILDING/EARNING
Avoid low quality pages (free directories, article submission sites,
etc.)
Where are your competitors getting their links from? (Ahrefs)
Are there similar articles about your topic? Who is linking to them?
(BuzzSumo)
Make your content easy to link/share
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MAKE FRIENDS
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GET TECHNICAL(IF NEEDED)
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GETTING TECHNICAL
Avoid duplicated content and KW cannibalisation
Avoid disperse link profiles
Optimise load times as much as possible
Optimise image metadata (file, title, alt tag)
Create a well designed information architecture
Add schema.org microdata
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AND ALWAYS REMEMBER
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YOU WRITE FOR PEOPLE.
NOT ROBOTS.
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THE BEST INGREDIENT FOR SEO IS GOOD CONTENT
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SEO IS NOT ALWAYS THE ANSWER
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SOME RESOURCES