Date post: | 21-Jul-2015 |
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Marketing |
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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
*
Google’s Imperfect
Google’s Blueprint of a Perfect Site
Competition*
*
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