Slides from Day 1 of Business SEO & Internet Marketing at the Clark College Business Development department. Taught by Lacey Faught of Wipple Inc. (360) 901-1684

1. BUSINESS SEO & INTERNET MARKETING
Instructed by: Lacey Faught

2. DAY 1
• Introductions
• SEO Terminology
• Method
• Research (if time permits)

3. MY QUESTIONS FOR YOU

4. INTRODUCTIONS
Who you are, Why you’re here

5. SEO TERMINOLOGY
Most important terms

6. SEO
Short for search engine optimization, the process of increasing the
number of visitors to a Web site by achieving high rank in the search
results of a search engine. The higher a Web site ranks in the results
of a search, the greater the chance that users will visit the site.
It is common practice for Internet users to not click past the first few
pages of search results, therefore high rank in SERPs is essential for
obtaining traffic for a site.
SEO helps to ensure that a site is accessible to a search engine and
improves the chances that the site will be indexed and favorably
ranked by the search engine.

7. SEARCH ENGINE
A program which searches a document or group of documents for
relevant matches of a users keyword phrase and returns a list of the
most relevant matches. Internet search engines such as Google,
Bing and Yahoo search the entire Internet for relevant matches.

8. ALGORITHM
A program used by search engines to determine what pages to
suggest for a given search query.
Primarily this will come into play when talking about Google.
Google has a complex algorithm used to analyze the legitimacy of
a website. The more legitimate the algorithm deems the site on
specific topics, the better it will rank online.
The factors we discuss most in regards to Google’s algorithm and
search for legitimacy is well-optimized niche-specific content,
backlinks, and social media activity.

9. META TAGS
Statements within the HEAD section of an HTML page which furnish
information about the page. META information may be in the SERPs
but is not visible on the page.
It is very important to have unique and accurate META title and
description tags, because they may be the information that the
search engines rely upon the most to determine what the page is
about. Also, they are the first impression that users get about your
page within the SERPs.
EXAMPLE PAGE
SOURCE CODE
SERP

10. CONTENT
The part of a web page that is intended to have value for and be
of interest to the user.
Today in SEO they say “content is King”. Google has updated their
algorithms to reward businesses for creating great content that
users will find interesting, useful, and shareable.

11. BLOG
A website (or part of a website) which presents content in a more or
less chronological series. Content may or may not be time sensitive.
Blogging is the primary means for building content.

12. BACKLINK
Any link into a page or site from any other page or site.
Backlinks are one of the most important parts of SEO. Today backlinks
must be obtained through extremely legitimate means. Otherwise,
websites can be punished for building links improperly.
The reason backlinks are important, is because they help build website
legitimacy. In the real world, businesses gain legitimacy when people
you trust refer them to you. If I ask Kyle for a good place to get my hair
cut, and he says, “The Super Cuts downtown,” I will try it out because he
refers it to me. Search engines use links in the same way. A link into a
website is considered a “referral” from that website to yours. If the
referral is coming from a high quality site, the search engines will
consider the website more legitimate, and will be more likely to refer it to
people who are searching online.
You can build links through social media activity, directory listings, and
online Press Releases.

13. PRESS RELEASE
Newsworthy content about a company optimized and distributed
through a premier press release distribution company to many 3rd
party websites. When using the right distribution service, this can
serve as a legitimate way to build links and reach a larger
audience.

14. SOCIAL MEDIA
Various online technologies used by people to share information
and perspectives. Blogs, Facebook, Twitter, Pinterest, LinkedIn, wikis,
forums, social bookmarking, user reviews and rating sites are all
examples of Social Media.

15. DIRECTORY
A site devoted to directory pages. It is important that websites have
consistent directory listings on the major directory sites such as
Google, Yahoo, Bing, Yelp, Manta, YellowBook etc.

16. ANALYTICS
A program which assists in gathering and analyzing data about
website usage. Google analytics is a feature rich, popular, free
analytics program.

17. METHOD
Overview of SEO Practices

18. SEO IN A NUTSHELL
1. Research
2. On-site optimization
3. Content building
4. Social Media
5. Press Releases
6. Directory Listings
7. Analytics

19. AGENDA
Topics for next classes

20. CLASS AGENDAS
Day 2
• Research
• On-site optimization
• Content building
Day 3
• Backlinking
• Press Releases
• Social Media
Day 4
• Analytics
• Personalized Case
Study
• Troubleshooting