What Is (And Isn't) SEO? Seems pretty straightforward, but is it? Many would have you believe search engine optimization is a complex endeavor, and certainly it can be. Large, multi-language sites that serve multiple constituencies can be a bear to optimize, let alone develop targeted rank for. Small businesses have different challenges, though. Unlike companies with marketing and advertising budgets, many small businesses tackle online marketing in their "spare" time. That's who this presentation is for - the small business person whose time is valuable and limited.

1. What is SEO?
^

2. Wesley Picotte
WesleyPicotte.com
NaturalApertures.com
@anaturephotog
Wrong Wesley
Right Wesley
Google Image Search
“Wesley Picotte”
Read the post
about how
my face got
smashed here

4. SEO is the process
of maximizing the
number of visitors
to a Web site by
ensuring that the
site remains high
on the list of
results returned
by...

5. SEO is the process
of maximizing the
number of visitors
to a Web site by
ensuring that the
site remains high
on the list of
results returned
by...

6. SEO = solving problems

7. Wait…
What!?

8. Why do we search?

9. to understand
find
learn
research
plan
improve
compare
validate
buy…

10. And this…

11. and this…

12. and this…

13. is how.

14. More about “how” later.

17. I’ll rank you
#1 for
$49.99, bro.

18. It’s free
site traffic,
bro.

19. It’s time we face reality, my friends…We’re
not exactly rocket scientists

20. And while some things
happen just once

26. SEO doesn’t.

27. Fascinating.
But then,
what is SEO?

28. SEO is the process
of maximizing the
number of visitors
to a Web site by
ensuring that the
site remains high
on the list of
results returned
by...
SEO is the process of
maximizing the number
of visitors to a Web
site by ensuring that
the site remains high
on the list of results
returned by...
Photo Credit:
Wild Guru Larry via Photopin cc

29. Photo Credit:
HikingArtist.com

31. Image Credit: Goff

33. Search engines
made search rank
Keywords
are good
sh*t, yo.
about keywords

34. So SEOs made
websites shitty
with keywords A DOG IS AN ANIMAL
BECAUSE IT IS A DOG.
A DOG IS NOT A CAT. A
DOG HAS DOG FUR. A DOG IS
MAN'S BEST FRIEND. EVERY DOG
HAS IT'S DOG DAY.THERE ARE BIG
DOGS, LITTLE DOGS, AND
DOGS IN BETWEEN. A DOG
CAN BE WILD, A DOG
CAN BE FRIENDLY...

35. Search results suffered…
Google responded.
Photo Credit:
SEOBook.com

36. Search engines
made search rank
about links. Links are
good sh*t,
yo.

37. So SEOs
made the web
your website
lots of links
shitty with links

38. Search results suffered…
Google responded.

39. Search engines
made search rank
Content is
good sh*t,
yo.
about content

40. So SEOs
shitty with content
made websites

41. Search results suffered…
Google responded.

42. Source:
http://seopalbg.com/google-algorithm-
changes-1998-2012-infographic/

43. What the
f*ck?

44. #1 on Google’s
Source:
http://www.google.com/about/company/philosophy/
10 Things list
“Focus on the user and all else will follow.”

45. SEO = solving problems

47. SEO = your problems/

48. Buyer’s Journey.
Welcome to the

49. fueled by information
found online.
A buying process

50. Not
again!?

51. Why do we search?
to understand
find
learn
research
plan
improve
compare
validate
buy…

52. How do we search?
Why should I change?
What if I do nothing?
What else will change if I do?
What do I need to understand to be smart about
this problem?
What do others do?
What are the possible solutions and alternatives?
Who has the most expertise?
who are the thought leaders?
Why should I trust your company?
What do I get out of it if I do?
How have your helped other people?

55. This is your
prospect

56. This is your
buyer

57. Your prospect knows only
that a problem or need exists.
Does not know about you.

58. Your buyer is informed.
Done his research.
Knows what he
wants & from whom.

59. Information gathered about a need or
problem turns prospects into buyers

60. information
Aware of need.
Unaware of solutions
or providers
understand
find
learn
research
plan
improve
compare
validate
buy…

61. information
Better understanding of need.
Asks questions online, seeks info.
Beginning to understand
options for solutions.
understand
find
learn
research
plan
improve
compare
validate
buy…

62. information
Has narrowed down options.
Looking at specific providers.
Comparing offerings, pricing.
understand
find
learn
research
plan
improve
compare
validate
buy…

63. information
Ready to
buy
understand
find
learn
research
plan
improve
compare
validate
buy…

65. SEO = solving problems

66. SEO = solving problemsSEO = solving problems
with information found (and findable) online

67. SEO = solving problemsSEO = solving problems
with information found (and findable) online
that solves your customer’s problems

68. SEO = solving problemsSEO = solving problems
with information found (and findable) online
that solves your customer’s problems
and that uses their language

69. I’m a
fu*king
owl!

70. buyer
Ask your customers.
Whatever. Sure.
What do you
want to know?

71. Ask your peers.

72. Ask your friends.

73. Use free tools.
KeywordEye.co.uk
Google AdWords Keyword Tool
Wordtracker Keyword Suggestion Tool
SEMRush

75. 10 questions.
41 respondents.
Twitter, forums.

76. Describe your experience with search
engine optimization?

77. Describe your use of social media?

78. I regularly use the following to promote
my photography or related services?

79. How important are each of the
following to your promotional goals?

80. My main source of new sales /
business leads is:

81. I earn revenue from:

82. I am a:

83. How I’ll use this data

84. Editorial Calendar
Guest posts & articles
“Atomization”
Email capture
More surveys
How I’ll use this data

87. Site Optimization eBook
>> Get it right here

88. Blog Posts
SEO
Photography SEO: Search + Social + Content
Thematic SEO for Photography Websites
Why Photographers Should Embrace Content Marketing
The Six Reasons Photographers Should Claim Their Google Authorship
Social Media
No One Cares About Your Photographs
The Serious Photographer’s 80/20 Rule for Social Media
Social Media Killed the Hard Sell
What The New Twitter Filter Means For Photographers
Online Marketing
The Customer Journey and Why It’s Crucial for Photographers
The Photographer’s Value Knowledge Gap
A Guide to Photography Affiliate Programs
Content Marketing for Photographers: Customer Personas Part 1 (2, & 3)

90. Thanks!
A dog in a bar
Wearing a jacket and tie
Toilet water—neat!
by Matt Consoli