This document provides an introduction to search engine optimization (SEO). It explains that SEO involves optimizing a website to generate free traffic from search engines like Google by ranking for relevant keywords and becoming an authority on certain topics. It discusses the importance of targeting key internal pages beyond just the homepage. SEO consists of on-site technical elements like meta tags and URLs, on-site content creation through producing high-quality, keyword-rich content, and off-site elements like obtaining inbound links and citations from other websites. Examples are given of how SEO and paid search marketing like AdWords are balanced for different industry keywords.

1. WHAT IS SEO?
AN INTRODUCTION TO SEARCH ENGINE OPTIMIZATION
The Will Marlow Agency

2. What Is SEO?
SEO 101
What Is SEO?
 Optimizing your website to generate free traffic from search
engines like Google
 Ranking your website for different sets of keywords
 Making your website an “authority” on certain topics in Google’s
index.

3. What Is SEO?
SEO 101
Get Beyond the Homepage
 Triggering Traffic To Key Pages On Your Website
* Note: none of these landing pages
are the website’s “homepage”

4. What Is SEO?
SEO 101
Target valuable keyword phrases
 Triggering Traffic To Key Pages On Your Website

5. What Is SEO?
SEO 101
All keywords that include “Agency”

6. What Is SEO?
SEO 101
All keywords that include “SEO”

7. What Is SEO?
SEO 101
SEO Is About Real Estate

8. AdWords
AdWords
SEO
SEO
SEO
SEO
“Construction”
50% AdWords vs. 50% SEO

9. AdWords
AdWords
SEO
Consumer Products: “iPad”
50% AdWords vs. 50% SEO

10. AdWords AdWords
SEO SEO
Consumer Products: “Nike Shoes”
50% AdWords vs. 50% SEO

11. SEO
AdWords
AdWordsAdWords
Travel & Hospitality: “hotels dc cheap”
80% AdWords vs. 20% SEO

12. SEO
SEO
SEO
SEO
SEO
SEO
Personal Branding: “Will Marlow”
0% AdWords vs. 100% SEO

13. What Is SEO?
SEO 101
What Goes Into SEO?
 First, “On-Site” Technical SEO
 Conforming to Google’s technical recommendations
(tags, folder structure, indexing, etc.)
 Avoiding technical mistakes
 Creating content in “Google-friendly” formats
 Second, “On-Site” Content Creation
 Generating “signals of authority” like inbound links and references
 Third, “Off-Site” SEO
 Generating “signals of authority” like inbound links and references
 Generating “word of mouth”

14. What Is SEO?
SEO 101
What Is On-Site Technical SEO?
 All SEO Meta Tags  Page Title Tags, Meta Description Tags, Image Alt Tags
 Proper URL Responses  301-redirects in the right places
 Sensible Folder Structure  Putting Things In Logical Places
 Keyword Rich URLs

15. What Is SEO?
SEO 101
What Is On-Site “Content Creation” SEO?
 Creative Content Production
 Consistent, Steady Content Production
 Interesting Content Production
 Keyword Rich Content Production
 Unique Content Production
 None of This Can Be FAKED

16. What Is SEO?
SEO 101
See On-Site Content Creation on willmarlow.com & willmarlowtraining.com
willmarlow.com
 Encyclopedia of marketing terms
 Presentations
 Regularly updated blog
 Link-worthy content like digital toolbox
willmarlowtraining.com
 Mix of free and paid video lessons
 Regularly updated blog

17. What Is SEO?
SEO 101

18. What Is SEO?
SEO 101

19. What Is SEO?
SEO 101
What Is Off-Site SEO?
 Inbound Links (other websites linking to yours)
 Citations (other websites mentioning your NAP – name, address, phone)
 Certain types of social media activity
 Note: much of this activity falls into the category of public relations

20. What Is SEO?
SEO 101
Thank you.
If you have any questions about how I can help with SEO, let
me know, or sign up for my online course at
willmarlowtraining.com.
Will Marlow
will@willmarlow.com