3. < >3
< >
<SEO>
1. short for search engine optimization.
“Search engine optimization is a methodology
of strategies, techniques and tactics used to
increase the amount of visitors (traffic) to a
website by obtaining a high-ranking placement
in the search results page of a search engine
(SERP) - including Google, Bing, Yahoo and
other search engines.”
4. < >
Why SEO?
4
Why it’s the best traffic source?
To optimize your own website thereby increasing traffic,
leads and conversions to revenue
To learn the principles of SEO to optimize client websites,
charge monthly retainers and grow a digital marketing
business
People are looking for exactly what you
have to offer
Paid advertising – You are only guessing. You are
interrupting them. For example people want to look at
what their friends are up to, not in a buying mode.
Once you start ranking – you can consistent visitors
for FREE!
< >
5. < >
Long-Term Performance; Organic SEO vs. Pay-per-Click
5
Increased Rankings
PPC: Fixed Clicks to Cost Ratio
Campaign Activation
Initial Search Results Lower Maintenance
Time
Clicks
Cost
9. < >
Semantic Search
9
Rise of Semantic Search
2013: Hummingbird
• Results match searcher intent rather than
searcher language
• Objective is to understand “real-world entities
and their relationships to one another”
• Conversational search queries and increased
presence of knowledge panels
10. < >
Distribution Of Query Length
10
0%
5%
10%
15%
20%
25%
1 2 3 4 4 5 6 7 8 9 10 11
# OF WORDS
# Of Words Per Search Query
Desktop Mobile
11. < >
Query Length Speech Vs. Text Search
11
1 Words 10+ Words2 Words 3 Words 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words
Text input
Voice input
Text searches more concentrated
around 1-3 words
Speech searches longer
through the tail
< >
12. < >
Question Phrases Are More Likely To Be Voice Search
12
0%
50%
100%
150%
Who What When Where Why How Total
Growth in question phrases year over year
Search Engine Watch Jason Tabeling, “How Will Voice Search Impact A Search Marketr’s Word?” December 2014
< >
13. < >
3 Types Of Featured Snippet
13
Short Answer
(2-3 sentences)1
List
2
Table
3
< >
14. < >
Where Featured Snippets Tend To Rank
14
30.9%
23.5%
15.9%
13.7%
6.1%
0.8% 0.7% 0.5% 0.5% 0.4%
1 2 3 4 5 6 7 8 9 10
Position in Google search results
< >
15. < >
Goodbye Clicks
15
35.00%
62.20%
2.80%
Google Search Clicks on Desktop Devices
No Clicks Organic CTR Paid CTR
http://moz.com/blog/state-of-searcher-behavior-revealed
57.10%
40.90%
2.00%
Google Search Clicks on Mobile Devices
No Clicks Organic CTR Paid CTR
16. < >
Growth in Featured Snippets, Decline in Clicks
16
< >
17. < >
Growth in Mobile vs. Desktop Search Volume
17
54.9
61.6
69.2
77.1
85.9 85.6
19.7
30.7
46.0
63.7
84.0
113.4
0.0
20.0
40.0
60.0
80.0
100.0
120.0
2011 2012 2013 2014 2015 2016
Desktop Mobile
18. < >
A Few Top Ranking Factors
18
How Does Google Rank Websites?
< >
SCANS YOUR WEBSITE – Does
it have relevant content to
user search query.1
CLICK THRU RATE
3
SPEED OF SITE
5
BASICALLY, everything,. So
make your website the best
you can for the user. Make the
user happy, solve a problem.
Give Value
7
LINKS – Are other websites
linking to you? Importance.
Helpful resource. Popular.2
TIME SPENT/USER EXPERIENCE
4
MOBILE FRIENDLY
6
FIND EXAMPLE
8
