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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