Upload
others
View
2
Download
0
Embed Size (px)
Citation preview
Introduction to SEO
LESSON 4
DIGITAL MARKETING BOOTCAMP
Copyright © 1996–2021 HackerU Ltd. All Rights Reserved.
INTRODUCTION TO SEO
Introduction to SEO
Intro to Social Media Marketing
Test
Introduction to Digital Marketing
Intro to PPC
Intro to SEO Intro to Google Analytics
INTRODUCTION TO SEO
Overview- Intro to SEO
- Search engines
- Keyword research for SEO
- SEO audits
- SEO strategy
INTRODUCTION TO SEO
Intro to SEO
Content
Analysis
Web Ranking
Traffic
Search Engine Optimization (SEO)
On-page SEO
- Optimized titles & descriptions
- Proper URL structures
- User-friendly navigation
- Optimized internal links
- Text formatting
- Image optimization
- External links
Types of SEO
Off-page SEO
- Link-building
- Social media marketing
- Brand mentions
- Promotional advertising beyond
..website design
Technical SEO
- Site maps
- Meta tags
- JavaScript indexing
- Keyword research
- Linking
On-page SEO
Off-page SEO
Technical SEO
INTRODUCTION TO SEO
Search Engines
What are search engines?
How do search engines work?
Crawl Index Rank
Crawl
Index
Rank
What makes websites rank well?
INTRODUCTION TO SEO
Keyword Research for SEO
https://trends.google.com/trends/?geo=US
The value of each keyword
Keyword research for SEO
Keyword research for SEO
Keyword research for SEO
Different types of keywords
Credit: SEOPressor.com
Short-tail vs. long-tail
Long-Tail Keywords
Much easier to pinpoint user intent. Convert better because we can create customized content.Characteristics Include: • Three keywords or less• Less competitive and less search volume• Good for product pages and blog posts
Examples: • Men’s leather jacket for sale
• Funny movies on Netflix
• Old car prices
• 1975 corvette parts
Short-Tail Keywords
Users are typically at the beginning of their search, making it harder to pinpoint intent. Characteristics Include: • Two keywords or less• Huge amount of search volume• Don’t convert as well
Examples: • Movies
• Funny movies
• Old movies
• Classic movies
Group Breakout
#1 (15 minutes)
Be prepared to share with the class.
To gauge when to use traditional or digital marketing, it is important to evaluate the pros and cons of each.
Choose one short-tail and one long-tail keyword phrase for a product or service.
Step 1 Step 2
Using the Google Trends tool, identify one or two breakout keywords in the related queries section.
1. Why would Google identify these keywords as related and breakout? Do you agree?
2. What type of marketing strategies could you incorporate to capitalize on this information? (i.e., add articles online, social ads, social media organic posts, Google paid ads.)
INTRODUCTION TO SEO
SEO Audits
What is an SEO audit?
Why do you need an SEO audit?
Performing an SEO audit
SEO audits (basic checklist)
On-page SEO
❏ Description meta tags
❏ Title meta tags
❏ Keywords throughout website
❏ Improve URL structure
❏ Internal linking
❏ Fresh, relevant content
❏ Localize content (if necessary)
Off-page SEO
❏ Identify backlinks
❏ Anchor text throughout all backlinks
❏ Test for the quality of backlinks
❏ Identify brand mentions or citations
❏ Consistent business information across the internet
❏ Identify influence from social media (if applicable)
❏ Disavow links that hurt your ranking
Technical SEO
❏ Identify crawling errors
❏ Set preferred domain
❏ Identify broken links
❏ Website is mobile-friendly
❏ Test website speed
❏ Proper use of tags and tag hierarchy in website code
❏ Current XML sitemaps
INTRODUCTION TO SEO
What is SEO Strategy?
What is an SEO strategy?
Building your SEO strategy
Questions?
Thank you!