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What is SEO?Why should you care?

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What is Digital Marketing?

• Search Engine Optimization (SEO)

• Online Ads (PPC/CPM)

• Email Marketing

• Social Media

• Conversion Optimization

• Data Analysis

What is SEO?

• Search Engine Optimization (SEO)

• The efforts revolving around trying to get a site/page to show up (rank) or increase rank within a Search Engine Results Page (SERP)

SERP

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Shopping

Images

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SEO vs PPC

SEO

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SERP a bit deeper

Search phrase in the title of the page

SEO

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Result Elements

TitleURL

Description

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Which do you use?

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Why is Google the best?

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History of Search

• Lycos, Dogpile, Excite

• Altavista circa 1995

• Google circa 1998/2000The authority algorithm

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The Authority Algo

• Sources/References

• Who is most referenced?

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SEO Ranking Factors

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Code

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Code

• No Tables

• Fast

• Semantic Code

• Hierarchical

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Specific Code

• Meta Keywords

• Title

• Meta Description

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Content

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Keywords

• User terms vs marketing terms

• Often Questions

• Title a page and write to it

• EX: Keyword “Adopt a Pet”

• Where can I Adopt a Pet?

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The King of On-Page

• <Title>

• URL

• <h1>

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Other important Locations

• <h2>,<h3>, <h4>, <h5>, <h6>

• <img src=”keyword” />

• <img alt=”keyword” />

• <li>keyword</li>

• <b>, <strong>, <i>, <em>

• <p>keyword</p>

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Links/Social

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Back to Authority

• Popular/Authoritative sites are worth more

• Very difficult, any easy/paid link strategies get found out

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Social is the new player

• Shares

• Likes

• Comments

• Followers

• RTs/Mentions

• Links

Authority Still Matters

• A mention or a follow from an influencer will do more than a mention or a follow from me

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SEO Ranking Factors

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Remember, SEO has a placeSEO SocialLinks EmailWOMOffline Ads

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Questions?We’reHiring!