This talk summarizes the foundational principles of Search Engine Optimization, analyzes the most important trends in SEO, and ends with 5 quick SEO wins that any business can implement right away.

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UNDERSTANDING THE
BENEFITS OF SEARCH
ENGINE OPTIMIZATION
(SEO)

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Who Am I?PartnerandLeadOnlineMarketer
kyle@wojodesign.com
website
twitter
email

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An Introduction to SEO1

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Search Engine Optimization |SEO|
The use of various techniques to improve a web
site's ranking in search engines in order to gain
more visitors.

5. 1998 2000 2007 2008 2009 2010 2011 2012
The Importance of SEO
AverageGoogleSearchesPerDay
5,134,000,000

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SEO Fundamentals2

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The Goal of Search Engines

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The Goal of Search Engines
Locatethemostrelevantcontent.

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social
link building
keyword research & targeting
accessible, quality content
The SEO Pyramid
For optimal results, start
with a strong base, and
build your way up.
Off Page
On Page

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social
link building
keyword research & targeting
accessible, quality content
The SEO Pyramid
For optimal results, start
with a strong base, and
build your way up.
Off Page
On Page

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Major Pillars of SEO

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Major Pillars of SEO
On-Page SEO
Everythingyoudoonyouractualwebpagestoimproveyourrank.

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Major Pillars of SEO
On-Page SEO
Everythingyoudoonyouractualwebpagestoimproveyourrank.
Off-Page SEO
Everythingyoudooffthepagetoimproveyourrank.

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On Page SEO

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Site Structure
An ideal site architecture makes
content access simple

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HOME
I can reach all
the pages quickly
and easily
TOPICS
SUB-TOPICS
DETAIL

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What Keywords Do Your Customers Use
Low Fares Cheap Flights
507xmore popular

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What Keywords Do Your Customers Use
Low Fares Cheap Flights
507xmore popular

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What Keywords Do Your Customers Use
Low Fares Cheap Flights
507xmore popular

26. Google Keyword Tool

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Keyword Strategy

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Keyword Strategy
RELEVANCE

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Keyword Strategy
RELEVANCE
SEARCH VOLUME

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Keyword Strategy
RELEVANCE
LOW COMPETITIONSEARCH VOLUME

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Long Tail Keyword Demand
Top 100
Top 500
Top 1k
Top 10k
Chunky Middle
Long Tail

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Long Tail Keyword Demand
Top 100 Top 500 Top 1k Top 10k
Chunky Middle
Long Tail

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Conversion Rates by Phrase Length

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Conversion Rates by Phrase Length
6+ words
5 words
4 words
3 words
2 words
1 word
9%
11%
36%
26%
15%
6%

35. Google Trends

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Off Page SEO

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Link Building

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Link Building
• Write a step-by-step tutorial blog post.

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Link Building
• Write a step-by-step tutorial blog post.
• Issue press release announcing new product.

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Link Building
• Write a step-by-step tutorial blog post.
• Issue press release announcing new product.
• Create a free online tool (mortgagecalculator,etc.)

41. kyle@wojodesign.com
Link Building
• Write a step-by-step tutorial blog post.
• Issue press release announcing new product.
• Create a free online tool (mortgagecalculator,etc.)
• Write guest posts for other blogs/websites

42. kyle@wojodesign.com
Link Building
• Write a step-by-step tutorial blog post.
• Issue press release announcing new product.
• Create a free online tool (mortgagecalculator,etc.)
• Write guest posts for other blogs/websites
• Interview someone in your field

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2.75b
FACEBOOK LIKES PER DAY
173m
TWEETS PER DAY
575INSTAGRAM LIKES
/sec
5,000,000,00
g+ BUTTON CLICKS PER MONTH

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Google’s Ranking Algorithm

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Trust of Domain
Link Popularity
Anchor Text of
Links to Page
On-Page
Keyword Usage
Registration & Hosting Data
Traffic & CTR Data
Social Graph Metrics

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Important SEO Trends3

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1/ Danger of Thin Content
PandaUpdates(Feb2011)

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2/ Danger of Bad Links
PenguinUpdates(Apr2012)

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3/ Rise of Social

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Google +1
Facebook Likes
Pinterest
Tweets
Keywords in Body Copy
position of keyword in title
Word Count
keyword of external links
40%
31%
29%
28%
11%
12%
11%
11%

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5 Quick SEO Wins4

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1/ Write Informative Title Tags for Your Pages

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Full Service Web Agency - Chicago Web Design Agency | Wojo Design
PRIMARY KEYWORDS SECONDARY KEYWORDS COMPANY

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RECOMMENDS
TITLE TAG META DESCRIPTION URL
66-69
CHARACTERS
156-158
CHARACTERS
75-92
CHARACTERS
91-94
CHARACTERS
176-184
CHARACTERS
67-72
CHARACTERS
65-80
CHARACTERS
164-190
CHARACTERS
64-65
CHARACTERS
< 65
CHARACTERS
< 156
CHARACTERS
< 65
CHARACTERS

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2/ Submit Your Website to Free Local Directories
includingGooglePlaces&Yelp

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3/ Secure Relevant Social Media Profiles

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HIGHLY RECOMMENDED

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HIGHLY RECOMMENDED BUSINESS DEPENDENT

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4/ Revisit Any Website Pages with Less
Than Two Paragraphs of Content
Write3+paragraphsofsolidmaterial.

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5/ Sign Up for Google Webmaster Tools

64. Google Webmasters Tools

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