SEO FOR ONLINE MEDIA

WHY SHOULD I CARE ABOUT

SEO?

ANYTHING DIGITAL MEDIA

ANYTHING TRADITIONAL MEDIA

ANYTHING STARTUP

ANYTHINGADVERTISINGMARKETING

PUBLIC RELATIONS

ANYTHING PERSONAL BRANDING

ANYTHING WITH A WEBSITE

EVERYBODY WANTS MORE

TRAFFIC

Bruno Rodrguez Armesto

DIGITAL MARKETING FOR 5+ YEARS

DIGITAL MARKETING FOR 5+ YEARS

NATIONAL BLOGGING AWARD

DIGITAL MARKETING FOR 5+ YEARS

NATIONAL BLOGGING AWARD

ADVERTISING, ONLINE MARKETING

#MECO3602@BRUROAR

HOW DO I GET MORE TRAFFIC?

DIRECT SEARCHREFERRAL

DIRECT TRAFFIC

I know the name of this website and it seems like a beautiful day to visit it

REFERRAL TRAFFIC

This link looks awesome.Im gonna click this link

SEARCH TRAFFIC

Im gonna search it. I love you Google.

SEO IS ALL ABOUT SEARCH TRAFFIC

WHAT IS SEO?

SEO: SEARCH ENGINE OPTIMISATION

http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/

NATURAL SEARCH GENERATES HALF OF WEB TRAFFIC

http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/http://www.conductor.com/blog/2013/06/data-310-million-visits-nearly-half-of-all-web-site-traffic-comes-from-natural-search/

TRAFFIC PER POSITION

THE BEST PLACE TO HIDE A BODY IS THE 2ND PAGE OF

GOOGLE

HOW DOES SEO WORK?

RELEVANCE AUTHORITYUSER

EXPERIENCE

RELEVANCE(ONSITE)

AUTHORITY(OFFSITE)

RELEVANCE

The content of the website is related with the search

If I search for gluten free cat food:

page on gluten free cat food> page on cat food > page on cats

PENGUINPANDAPENALISES POOR QUALITY CONTENT

AUTHORITY

How important is that website compared with the rest

A website with more links tends to rank better.Links have more weight if they are:

From authoritative pages

Thematically related

Keyword rich (avoiding patterns)

PENGUINPENALISES LINK PROFILE OVER-OPTIMISATION

CHASING THE ALGORITHM

Google updates its algorithm 500-600 times per year

It has hundreds of ranking factors

We are not sure which ones

USER EXPERIENCE

USER EXPERIENCE

How much additional value offers a certain page compared with its competitors

Understand what your audience is searchingUse the tone and format your audience wants

THIS IS WHAT WE SEE

THIS IS WHAT A BOT SEES

A BOT READS THE WORDSIN YOUR PAGE

WHY SEO?

SEO PROMISESFREE TRAFFIC

FOREVER

BUT THATS A LIE

PAID MEDIA CURVE

ORGANIC TRAFFIC CURVE

WHY INVESTING IN SEO?

SEO IS ALWAYS LONG TERM

WEBSITES ARE LIKE CELEBRITIESTHEY DONT STAY STATIC

HOW TO DO SEO?

THINK IN KEYWORDS AND/OR THEMES

TITLE

URL

DESCRIPTION

KEYWORD STRATEGY

Target research, persona creation

Keyword discovery: Competitors, social media, Reddit

Keyword tools: bersuggest, Google Trends, Google Keyword Planner

Long tail discovery

THINK IN LONG TAIL TERMS

THINK ON YOUR USER

IMPROVING USER EXPERIENCE

Use URLS and titles with the main Keywords

Include main features in the meta description

Try to give the user the info they want

Video and images communicate better (sometimes)

PUBLISH FASTER

PUBLISHING FASTER

Have articles written in advance

Do not wait for the final picture. Publish soon, then update.

Ask for links from whoever quotes you

PUBLISH FASTERFOLLOW A TREND...

PUBLISH FASTER...BUT DO IT BIGGER...

...OR WITH A TWIST

THINK IN TERMS OF LINKS

LINK BUILDING/EARNING

Avoid low quality pages (free directories, article submission sites,

etc.)

Where are your competitors getting their links from? (Ahrefs)

Are there similar articles about your topic? Who is linking to them?

(BuzzSumo)

Make your content easy to link/share

MAKE FRIENDS

GET TECHNICAL(IF NEEDED)

GETTING TECHNICAL

Avoid duplicated content and KW cannibalisation

Avoid disperse link profiles

Optimise load times as much as possible

Optimise image metadata (file, title, alt tag)

Create a well designed information architecture

Add schema.org microdata

AND ALWAYS REMEMBER

YOU WRITE FOR PEOPLE.

NOT ROBOTS.

THE BEST INGREDIENT FOR SEO IS GOOD CONTENT

SEO IS NOT ALWAYS THE ANSWER

SOME RESOURCES