Date post: | 25-Jun-2015 |
Category: |
Marketing |
Upload: | preston-van-dyke |
View: | 54 times |
Download: | 0 times |
Search Engine Optimization
Intros
How search works
Organizations need to change so that online marketing
is a more distributed role with everybody taking
responsibility for aspects of it.
“
Where audience meets SEO
Where audience meets SEO
• Pains, needs and wants!
• Search intent!
• How to invoke shares and comments
Where design meets SEO
Where design meets SEO
• Crawlable link structures!
• Depth and organizationArchitecture
Where design meets SEO
• Image optimization!
• CSS delivery!
• JavaScript implementation
Speed
Where design meets SEO
• Know which languages are crawlable!
• Designing for supporting textIndexation
Where design meets SEO
• Content above and below the fold?!
• Allow for sufficient content.
Content:Depth and Placement
Where development meets SEO
< <
Where development meets SEO
< <Languages
Where development meets SEO
< <Markup
Where development meets SEO
< <URL Structure
Where development meets SEO
< <Redirects
Where social media meets SEO
Where social media meets SEO
Where social media meets SEO
Where advertising meets SEO
Where advertising meets SEO
With paid search ran in tandem to !
SEO you can increase the number of!
results shown on a page. Studies show
this will increase click-through-rate.
Where advertising meets SEO!
Retargeting can have some benefits:!
• Heightened brand recall!
• Increased engagement (more likely to
share or link to content).!
Where advertising meets SEO
Contextual marketing or content
discovery improves likelihood of !
engagement (more likely to share or!
link to content).
Where advertising meets SEO
Billboard ads improve brand!
recognition. Branded queries are !
historically much easier to perform !
well for in natural search.
Where writing meets SEO
Where writing meets SEO
• Inform creative direction!
• Improve probability to resonate (by
using the right terms).
Preston Van Dyke @prestonvandyke
THANKS