Guided SEO TourTomas Vaitulevicius@earnedmarketing

SEO ≈ Google

WHY DOES SEO MATTER?

“The search engine giant makes up [refers] 36 percent of all visits.”

-- Optify

Searches on Google per Day

Distribution of Web Traffic by Source-- Forrester’s Interactive Marketing 2012 Report

Inbound Marketing: $5Bn Invested >>

~90% of traffic

Paid / Interruption Marketing: $40Bn Invested >>

~10% of traffic

“Eighty-nine percent of consumers surveyed use Internet search engines to make purchasing decisions, punctuating the need for a strong search engine optimization (SEO) strategy.“

-- Fleishman-Hillard and Harris Interactive Study

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Google’s Imperfect

Google’s Blueprint of a Perfect Site

Competition*

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ON THE ORIGIN OF SEO?

Google Ranking Factors in 2002

“If there is something easy, effective and scalable that you can do to improve your SEO rankings, Google will have no choice but to take it away.“

-- Will Critchlow, Distilled

Google Penalties

BMW (cloaking / doorways)

Rap Genius (incentivised links)

Expedia (article spinning)

Halifax (paid links / advertorials)

Ebay (doorways ??? affiliate scheme)

Panda (houseprices.co.uk), Penguin, ...

HOW DO YOU DO SEO?

Architecture Content Brand

Architecture Content Brand

➔ Crawlability

➔ Indexation

➔ Internal flow of Link Juice

➔ Topical Optimisation

Architecture Content Brand

➔ Crawlability

➔ Indexation

➔ Internal flow of Link Juice

➔ Topical Optimisation

➔ Unique

➔ Valuable

➔ Incorporate Text

“The internet is fast becoming a "cesspool" where false information thrives”

“Brands are the solution, not the problem. Brands are how you sort out the cesspool.“

“Brand affinity is clearly hard wired. It is so fundamental to human existence that it's not going away. It must have a genetic component.“

-- Google CEO, at the time, Eric Schmidt

Architecture Content Brand

➔ Crawlability

➔ Indexation

➔ Internal flow of Link Juice

➔ Topical Optimisation

➔ Unique

➔ Valuable

➔ Incorporate Text

➔ Mentions

➔ Social Signals

➔ Links

Link Earning

Product MarketingCodecademy 29.99k - 5.1k CodeSchool

Xenu 4.9k - 2.9k ScreamingFrog

Content Marketing269 Sounds of Streetview

713 Public Toilet Map372 Evolution of Dance Music

429 Political Affiliation Test

Relationships