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Transcript of SEO Prezi
70-80% of users ignore the paid ads, focusing on the organic results.
75% of users never scroll past the first page of search results.
GroupM states “when consumers were exposed to both search and social media influenced by a brand that overall search CTR went up by 94 percent.”
A study by Outbrain shows that search is the #1 driver of traffic to content sites, beating social media by more than 300% SEO is the process of getting "free traffic" from: “editorials” websites.
“natural” listings on search engines. Key differences between SEO and PPC PPC:
Short term - fast results
Paid for each click SEO:
Long term results
Efficiency not guaranteed
Traffic is "free" So how do we do SEO?
Off-site optimisation On-site optimisation Link building Keyword research Copy-writing Technical optimisation Link analysis Technical Optimisation Keyword Research BackLink analysis Copy-writing Link building 2 useful resources that you can use to improve your understanding of SEO and digital advertising: List of useful tools for SEO Google Keywords Ubersuggest Tools Purpose Purpose Purpose Tools Screaming frog
Opensite explorer Tools Your brain Tools SeoMOZ
Google utilities Tools Digital Curation platforms
Quality of links
Amount of links
Gain visibility and ranks
Attract traffic To identify volume, traffic, competition To support copy-writing and link building http://www.seomoz.org/beginners-guide-to-seo d Easy navigation - for both users and crawlers
No dead links
Faster loading On-site optimisation Job of: Analysts
Strategists Off-site optimisation Job of: Analysts
Strategists Job of:
Copywriters Put the desired keywords in text
Create interesting compeling content
Support the digital currations On-site and off-site optimisation Offsite optimisation Job of:
Analysts Offsite optimisation Job of:
Strategists Keyword research Exercise (20 minutes) Using the google keyword tool identify suitable keywords for the website of lego. This is an actual case of Lego attempting to steal Barbie traffic, while introducing a new service called Lego Friends. So how to approach an actual keyword research? Familiarise yourself with the site (80% of the time spend in an actual research is to understand what the client wants)
Identify the competition (In this case it is given - Barbie, however in many cases you will not be told such information)
Start playing around with examples of keywords and put them into a table, paying close attention to the traffic* and how hard is to rank for them. Client: Lego.co.uk Main competitor: Barbie.com Business problem: Barbie is outperforming Lego's site at multiple instances for relevant keywords. We at Lego want to hire your company to increase our traffic and to outrank organically Barbie's website. Example Brief Often given to Strategists for a solution http://www.seomoz.org/tools http://ubersuggest.org/ http://www.opensiteexplorer.org/ http://adwords.google.co.uk/o/Targeting/Explorer?__u=1000000000&__c=1000000000&ideaRequestType=KEYWORD_IDEAS http://www.linkedin.com/in/georgigeorgievmarketing And below is my LinkedIN profile. Finally that's me: