Introduction to SEO

LESSON 4

DIGITAL MARKETING BOOTCAMP

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INTRODUCTION TO SEO

Introduction to SEO

Intro to Social Media Marketing

Test

Introduction to Digital Marketing

Intro to PPC

Intro to SEO Intro to Google Analytics

INTRODUCTION TO SEO

Overview- Intro to SEO

- Search engines

- Keyword research for SEO

- SEO audits

- SEO strategy

INTRODUCTION TO SEO

Intro to SEO

Content

Analysis

Web Ranking

Traffic

Search Engine Optimization (SEO)

On-page SEO

- Optimized titles & descriptions

- Proper URL structures

- User-friendly navigation

- Optimized internal links

- Text formatting

- Image optimization

- External links

Types of SEO

Off-page SEO

- Link-building

- Social media marketing

- Brand mentions

- Promotional advertising beyond

..website design

Technical SEO

- Site maps

- Meta tags

- JavaScript indexing

- Keyword research

- Linking

On-page SEO

Off-page SEO

Technical SEO

INTRODUCTION TO SEO

Search Engines

What are search engines?

How do search engines work?

Crawl Index Rank

Crawl

Index

Rank

What makes websites rank well?

INTRODUCTION TO SEO

Keyword Research for SEO

https://trends.google.com/trends/?geo=US

The value of each keyword

Keyword research for SEO

Keyword research for SEO

Keyword research for SEO

Different types of keywords

Credit: SEOPressor.com

Short-tail vs. long-tail

Long-Tail Keywords

Much easier to pinpoint user intent. Convert better because we can create customized content.Characteristics Include: • Three keywords or less• Less competitive and less search volume• Good for product pages and blog posts

Examples: • Men’s leather jacket for sale

• Funny movies on Netflix

• Old car prices

• 1975 corvette parts

Short-Tail Keywords

Users are typically at the beginning of their search, making it harder to pinpoint intent. Characteristics Include: • Two keywords or less• Huge amount of search volume• Don’t convert as well

Examples: • Movies

• Funny movies

• Old movies

• Classic movies

Group Breakout

#1 (15 minutes)

Be prepared to share with the class.

To gauge when to use traditional or digital marketing, it is important to evaluate the pros and cons of each.

Choose one short-tail and one long-tail keyword phrase for a product or service.

Step 1 Step 2

Using the Google Trends tool, identify one or two breakout keywords in the related queries section.

1. Why would Google identify these keywords as related and breakout? Do you agree?

2. What type of marketing strategies could you incorporate to capitalize on this information? (i.e., add articles online, social ads, social media organic posts, Google paid ads.)

INTRODUCTION TO SEO

SEO Audits

What is an SEO audit?

Why do you need an SEO audit?

Performing an SEO audit

SEO audits (basic checklist)

On-page SEO

❏ Description meta tags

❏ Title meta tags

❏ Keywords throughout website

❏ Improve URL structure

❏ Internal linking

❏ Fresh, relevant content

❏ Localize content (if necessary)

Off-page SEO

❏ Identify backlinks

❏ Anchor text throughout all backlinks

❏ Test for the quality of backlinks

❏ Identify brand mentions or citations

❏ Consistent business information across the internet

❏ Identify influence from social media (if applicable)

❏ Disavow links that hurt your ranking

Technical SEO

❏ Identify crawling errors

❏ Set preferred domain

❏ Identify broken links

❏ Website is mobile-friendly

❏ Test website speed

❏ Proper use of tags and tag hierarchy in website code

❏ Current XML sitemaps

INTRODUCTION TO SEO

What is SEO Strategy?

What is an SEO strategy?

Building your SEO strategy

Questions?

Thank you!