the fundamentals of seo
DESCRIPTION
This was a deck I created in my last semester of college. My plan was to market an SEO course to freshmen and sophomores, using this deck to drive the discussion. I never ended up teaching the course but decided to post this deck to my blog 7 months later.TRANSCRIPT
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The Fundamentals of SEO
Brendan Cottam
@bjcottam
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This is how I felt 3 months into learning SEO.
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Now that I built a
foundation, learning SEO
is fun!
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Why is search important?
0
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
4,000,000,000
4,500,000,000
5,000,000,000
1998 2000 2007 2008 2009 2010 2011
Average searches per day
Average searches per day
http://www.statisticbrain.com/google-searches/
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Interactive marketing will reach $77 billion in 2016…
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…this spend will represent 26% of all advertising budgets combined
http://blogs.forrester.com/shar_vanboskirk/11-08-24-interactive_marketing_spend_will_near_77_billion_by_2016
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Let’s Distinguish SEO and PPC
Paid Results
Organic Results
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Increasing a websites visibility through search engines
SEO is…
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Major search engines and sending traffic worldwide
90.62% of traffic3.72% of traffic
3.78% of traffichttp://moz.com/beginners-guide-to-seo/how-people-interact-with-search-engines
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3 Functions of search engines
1. Crawling2. Indexing 3. Ranking
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Saw Hello To…
…They navigate the web by crawling pages
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BTW, the web is made up of 30 trillion pages, and it is constantly growing
http://www.google.com/insidesearch/howsearchworks/thestory/
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After a page is crawled, search engines
index webpages and add them to servers
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Then…search engines rank pages in order to return relevant information to the consumer (you!)
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In the previous slide, was a result for “sweet twitter bios.” Included in the results was an old post I wrote.
In this case:1. Google bot crawled the page2. The page was indexed in the Google servers3. Google began ranking the page for the term “sweet twitter bios”
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3 types of search queries a user can type in
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This is a transactional query
Paid Results
Organic Results
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A search that implies a specific online destination
This is a navigational query
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This is an informational query
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Ok sweet, now how do I do SEO
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Keyword Research
Get into the mind of your potential customers, and think about what they are searching for to find what your business offers.
Use Mergewords to collect all permutations of a given phrase.
Use Keyword Planner to find search volume for given phrases.
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http://www.seomoz.org/beginners-guide-to-seo/keyword-research
Head Terms vs. Long Tail Terms
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On Page Elements
http://moz.com/beginners-guide-to-seo/basics-of-search-engine-friendly-design-and-development
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Off page - Link Building
A link from another site is like a vote in the eyes of Google
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Questions?