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SEO: A Crash Course | What is SEO in 2015? An Ethoseo™ Presentation

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SEO: A Crash Course | What is SEO in 2015? An Ethoseo™ Presentation

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This SEO presentation is from Photolush 2015 in Bellingham, WA. Topics include how Google works, on-site optimization, off-site optimization, link earning, and web analytics.

This SEO presentation is from Photolush 2015 in Bellingham, WA. Topics include how Google works, on-site optimization, off-site optimization, link earning, and web analytics.

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SEO: A Crash Course | What is SEO in 2015? An Ethoseo™ Presentation

  1. 1. S E O : A C R A S H C O U R S E E T H O S E O . C O M
  2. 2. D O W N L O A D T H I S D E C K E T H O S E O . C O M / B L O G /
  3. 3. 1 0 8 B I L L I O N S E A R C H E S E V E RY M O N T H
  4. 4. 5 0 0 M I L L I O N N E W S E A R C H Q U E R I E S E V E RY D AY
  5. 5. WHAT?
  6. 6. • Click through rate curve Selfie Stick
  7. 7. I S A B A N A N A A H E R B ?
  8. 8. I F O U R K N E E S B E N T T H E O T H E R WAY W H AT W O U L D A C H A I R L O O K L I K E
  9. 9. New Words
  10. 10. A B O U T 3 6 5 , 0 0 0 , 0 0 0 R E S U LT S ( 0 . 4 0 S E C O N D S )
  11. 11. A B O U T 7 0 , 2 0 0 R E S U LT S ( 0 . 4 0 S E C O N D S )
  12. 12. 1. H O W G O O G L E W O R K S 2. H O W T O O P T I M I Z E Y O U R W E B S I T E F O R S E A R C H 3. H O W T O M E A S U R E Y O U R S U C C E S S
  13. 13. S E O I S A B O U T B U I L D I N G A G R E AT U S E R E X P E R I E N C E F O R Y O U R I D E A L U S E R T O I M P R O V E S E A R C H E N G I N E R A N K I N G S O R G A N I C A L LY. 1. U N I Q U E 2. R E L E VA N T 3. H E L P F U L
  14. 14. A D A M A U D E T T E - R I M M - K A U F M A N G R O U P “SEO should be an invisible layer beneath a strong user experience, a beautiful site, and a clear, coherent message and purpose.”
  15. 15. G O O G L E I N D E X O F T H E W E B
  16. 16. S P I D E R S C R A W L A N D C O L L E C T PA G E S
  17. 17. PA G E S A R E S O R T E D B A S E D O N 2 0 0 FA C T O R S H T T P : / / S E A R C H E N G I N E L A N D . C O M / S E O TA B L E
  18. 18. S I M P L E , R I G H T ?
  19. 19. T H E O L D M O D E L S E O K E Y W O R D S L I N K S R A N K I N G S
  20. 20. S E O I N 2 0 1 5 K E Y W O R D S L I N K S R A N K S P E E D U X W E B S PA M C O N T E N T L O C A L E M A I L O U T R E A C H M O B I L E C R AW L G O O G L E +
  21. 21. T H I N G S H AV E G O T T E N H A R D : (
  22. 22. O P P O R T U N I T Y A B O U N D S 0 1.5 3 4.5 6 2007 2008 2009 2010 2011 2012 2013 5.9 5.1 4.7 3.6 2.61 1.7 1.2 Number of Searches Per Day Almost six Billion queries per day
  23. 23. S E A R C H D R I V E S M O R E T H A N H A L F O F A L L W E B S I T E V I S I T S H T T P : / / W W W. C O N D U C T O R . C O M / B L O G / 2 0 1 4 / 0 7 / U P D AT E - O R G A N I C - S E A R C H - A C T U A L LY- R E S P O N S I B L E - 6 4 - W E B - T R A F F I C /
  24. 24. 8 0 % O F I N F O R M AT I O N A L C L I C K S G O O R G A N I C .
  25. 25. S E O I S N ’ T D E A D . I T ’ S J U S T D I F F E R E N T.
  26. 26. 1. K E Y W O R D R E S E A R C H 2. O N - S I T E S E O 3. O F F - S I T E S E O
  27. 27. R E S E A R C H - H O W T O D E T E R M I N E W H I C H K E Y W O R D S T O TA R G E T B A S E D O N C O M P E T I T I O N
  28. 28. T Y P E S O F Q U E R I E S PercentofSearches 0% 20% 40% 60% 80% 100% Information Navigation Transaction
  29. 29. T H E S E A R C H D E M A N D C U R V E Wedding photographer Local wedding photographer SEA Wedding photographer cost Hire a wedding photographer near me Photographer Competition Number of SearchesHigh Low High Low
  30. 30. U N D E R S TA N D W H I C H S TA G E O F T H E B U Y I N G F U N N E L Y O U R C U S T O M E R I N ? Awareness Interest Desire Action photographer wedding photographer B’Ham Wedding photographer cost Hire a wedding photographer near me Evantide photography reviews
  31. 31. U S E T H E A D W O R D S K E Y W O R D P L A N N E R F O R I D E A S
  32. 32. U S E W E B M A S T E R T O O L S
  33. 33. S E A R C H S U G G E S T + A D W O R D S = B I G W I N S
  34. 34. K E Y W O R D . I O I S A N A W E S O M E T O O L
  35. 35. C U S T O M E R D ATA - F T W !
  36. 36. O N S I T E S E O - H O W T O O P T I M I Z E W H AT ’ S O N Y O U R S I T E
  37. 37. L E T ’ S S TA R T W I T H A G O O D D E S I G N
  38. 38. A N D M A K E S U R E I T L O A D S Q U I C K LY ( U N D E R T W O S E C O N D S )
  39. 39. W O R D P R E S S M A K E S I T E A S Y
  40. 40. F I N D A K E Y W O R D TA R G E T
  41. 41. S O I F O U R B A S E K E Y W O R D I S E N G A G E M E N T P H O T O I D E A S • engagement photo ideas Seattle • engagement photo ideas for winter • engagement photo ideas with child • engagement photo ideas for spring • engagement photo ideas for summer • engagement photo ideas indoors • engagement photo ideas beach • engagement photo ideas dog • engagement photo ideas downtown • elegant engagement photo ideas • easy engagement photo ideas • evening engagement photo ideas • engagement photo ideas for fall • engagement photo ideas for plus size
  42. 42. C O M P E T I T I O N
  43. 43. A D D I T T O Y O U R T R A C K I N G A P P
  44. 44. C R E AT E A N E W P O S T
  45. 45. A D D G R E AT C O N T E N T
  46. 46. 1. U N I Q U E - D O E S N ' T A P P E A R E L S E W H E R E O N T H E W E B ( I F I T D O E S Y O U H AV E T O B E 1 0 X B E T T E R ) 2. R E L E VA N T - D O E S I T C O N TA I N R E C E N T T E R M S T H AT R E A L P E O P L E U S E ? 3. H E L P F U L - D O E S I T R E S O LV E U S E R Q U E RY, O R B E T T E R Y E T, L E A D T H E M T O M O R E P O K I N G A R O U N D O N Y O U R S I T E
  47. 47. A D D I M A G E RY
  48. 48. B U T WA I T !
  49. 49. S AV E A S : B E U N I Q U E
  50. 50. A D D AT T R I B U T E S
  51. 51. A LT T E X T B E S T P R A C T I C E • Not so good: <img src="puppy.jpg" alt=""/> • Better:<img src="puppy.jpg" alt="puppy"/> • Best:<img src="puppy.jpg" alt="Dalmatian puppy playing fetch"> • To be avoided<img src="puppy.jpg" alt="puppy dog baby dog pup pups puppies doggies pups litter puppies dog retriever labrador"/>
  52. 52. I N S TA L L T H E Y O A S T S E O P L U G I N
  53. 53. O P T I M I Z E T I T L E TA G , M E TA D E S C R I P T I O N A N D S O C I A L
  54. 54. S U B M I T Y O U R N E W PA G E , P O S T, O R G A L L E RY T O W E B M A S T E R T O O L S
  55. 55. O F F S I T E S E O - H O W T O E A R N M E N T I O N S , L I N K S , A N D R E V I E W S
  56. 56. 1. L I N K E A R N I N G 2. L O C A L 3. R E P O R T I N G
  57. 57. L I N K E A R N I N G
  58. 58. F I N D AT L E A S T F I V E O U T R E A C H TA R G E T S
  59. 59. S E N D A S I M P L E E M A I L
  60. 60. S H A R E , B U T F O L L O W T H E 8 0 / 2 0 R U L E
  61. 61. D R I V E S O M E T R A F F I C
  62. 62. D O R E A L T H I N G S O F F L I N E T H AT L E A D T O O N L I N E M E N T I O N S
  63. 63. L I K E S P E A K I N G AT P H O T O L U S H
  64. 64. U S E I M A G E R A I D E R & B U I L D R E L AT I O N S H I P S
  65. 65. L O C A L S E A R C H
  66. 66. G O O G L E M Y B U S I N E S S
  67. 67. A D D B U S I N E S S P H O T O S
  68. 68. B I N G P L A C E S F O R B U S I N E S S
  69. 69. YA H O O S M A L L B U S I N E S S
  70. 70. U S E Y E X T T O F I N D I S S U E S
  71. 71. U S E M O Z L O C A L T O O
  72. 72. E A R LY A D O P T I O N I N L O C A L I S A N U N FA I R A D VA N TA G E .
  73. 73. F I V E R U L E S F O R W E B A N A LY T I C S S U C C E S S
  74. 74. # 1 I N S TA L L G O O G L E A N A LY T I C S
  75. 75. # 2 H AV E A G A M E P L A N
  76. 76. B U S I N E S S O B J E C T I V E G O A L K P I K P I TA R G E T Sell Services More Sales Monthly Revenue $15,000 / Mo Generate Leads Provide White Papers # Of Downloads 15 / Mo Improve Brand Awareness More Brand Mentions Branded Search Terms 500 Branded Queries / Mo A N A LY T I C S M E A S U R E M E N T M O D E L
  77. 77. # 3 C R E AT E G O A L S
  78. 78. C A M PA I G N S E O PA I D S O C I A L C O S T $1440 $500 $1000 C O N V E R S I O N S 75 50 10 Cost Per Acquisition $19.2 $10.0 $100.0 C O S T P E R A C Q U I S I T I O N
  79. 79. # 4 S E G M E N TAT I O N I S K E Y
  80. 80. # 5 L I N K A D W O R D S
  81. 81. C R E AT E A D A S H B O A R D & S AV E T I M E
  82. 82. A N A LY Z E . T H I N K . A C T.
  83. 83. T H A N K Y O U @ E T H O S E O
  84. 84. D O W N L O A D T H I S D E C K E T H O S E O . C O M / B L O G

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