seo - importance, tactics & implementation
DESCRIPTION
A brief overview of what SEO is and why it permeates a company’s entire web presenceTRANSCRIPT
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SEO Fundamentals
Compiled by Milena Mitova
Where is SEO in Digital Marketing
Digital Marketing
SEMEmail
MarketingMobile
MarketingECRM
SEM
PPCSEO
Social Media
Marketing
“A market segment is a sub-set of a market made up of people or organizations
with one or more characteristics that cause them to demand similar products and/or services
based on qualities of those products such as price or function.” –from Wikipedia
On the web, the market segment is defined by what the web users in this sub-set are looking for, and the keywords they are using to find it.
SEM is the web extension of Traditional Market Segmentation & Targeting
SEO - the process of optimizing your web assets (web content, websites, social
presence) to get targeted, qualified, search-based “free” traffic. SEO includes social media optimization.
PPC or Paid Search - the process of optimizing paid advertisement campaign assets to get targeted, qualified, search-based “paid” traffic.
SEO is part of SEM
SEO is the KEY when it comes to generating leads for the enterprise
Source: 2011 Webmarketing123 State of Digital Marketing Survey
SEO starts with keywords
(edited by me) Source: WordTracker, https://keywords.wordtracker.com/help/videos/searching-for-keywords
Market
Market Sub-set Market Sub-set Market Sub-set
Keywords target users are using to find your products & services
On-page SEO strategy -content (text, video, presentation, images, online forms, etc.), HTML (title tag, meta description, etc.), architecture (urls, inter-linking , sharing options, site maps, etc.)
Off-page SEO strategy - backlinks (inbound links); social sharing; commenting on external blogs & forums, posting content on external media & article websites; press release optimization, domain trust, localization, etc.
SEO Strategies and Tactics
SEO tactics in detail
Keywords should: Be relevant to your business &
products/services Generate enough traffic to form viable,
measurable segments of targeted searchers/online personas
Be well positioned re: your competition
Keyword roadmap for your web presence
Define main/seed keywords Prioritize in importance relative to most important
brands, competitive features, profitability Build lists of keyword opportunities and assess for
traffic, relevance, competitiveness Build keyword variations lists and assess for
traffic, relevance, competitiveness Build relative keyword lists and assess for traffic,
relevance, competitiveness Decide which keywords will go into your web copy
and start measuring their performance
Keyword selection process
SEO affects all of your web-related content marketing tactics whether they live on your website or are posted on external sites
Source: Marketing Profs, Content Marketing for B2B
All of your web content marketing tactics should be SEO optimized
Crawlability, site maps, robots.txt, .access, duplicate titles/content removal, elimination of errors, etc.;
Website SpeedShare, Like, LinkedIn, Twitter buttons
User-friendly URLs
Your Website architecture should be SEO optimized
Inbound link quality (.org carries highest weight, yahoo directory, relevance, etc.)
Inbound link anchor textLink numberDomain name, age, authorityInternal linking
Internal Links, Backlinks, Domain tactics should be SEO optimized
Blogging, Social sharing, PR & content distribution should be part of your SEO
Number of Social shares and likes counts Twitter counts Facebook counts LinkedIn counts Google +1, plus other sites Directories Industry forums and publications PR, article, white paper, etc. distribution
sites Blogs
SEO optimization affects every facet of your user-focused web assets
Every website & content marketing asset needs to be SEO optimized
Keywords (search terms) are the web alternative of traditional marketing segmentation and identification of viable markets. They are the foundation of Search Marketing.
In conclusion