A guided tour of what SEO is and what is involved in it. Updated for 2015, presented at JustPark.com

1. Guided SEO Tour
Tomas Vaitulevicius
@earnedmarketing

2. SEO ≈ Google

3. WHY DOES SEO MATTER?

4. “The search engine
giant makes up [refers]
36 percent of all visits.”
-- Optify
Searches on Google per Day

5. Distribution of Web Traffic by Source
-- Forrester’s Interactive Marketing 2012 Report
Inbound Marketing:
$5Bn Invested >>
~90% of traffic
Paid / Interruption
Marketing:
$40Bn Invested >>
~10% of traffic

6. “Eighty-nine percent of consumers
surveyed use Internet search engines
to make purchasing decisions,
punctuating the need for a strong
search engine optimization (SEO)
strategy.“
-- Fleishman-Hillard and Harris Interactive Study

7. *
Google’s Imperfect
Google’s Blueprint of a Perfect Site
Competition*
*

8. ON THE ORIGIN OF SEO?

9. Google Ranking Factors in 2002

10. “If there is something easy, effective and
scalable that you can do to improve
your SEO rankings, Google will have no
choice but to take it away.“
-- Will Critchlow, Distilled

11. Google Penalties
BMW (cloaking / doorways)
Rap Genius (incentivised links)
Expedia (article spinning)
Halifax (paid links / advertorials)
Ebay (doorways ??? affiliate scheme)
Panda (houseprices.co.uk), Penguin, ...

12. HOW DO YOU DO SEO?

13. Architecture Content Brand

14. Architecture Content Brand
➔ Crawlability
➔ Indexation
➔ Internal flow of
Link Juice
➔ Topical
Optimisation

15. Architecture Content Brand
➔ Crawlability
➔ Indexation
➔ Internal flow of
Link Juice
➔ Topical
Optimisation
➔ Unique
➔ Valuable
➔ Incorporate Text

16. “The internet is fast becoming a "cesspool"
where false information thrives”
“Brands are the solution, not the problem.
Brands are how you sort out the cesspool.“
“Brand affinity is clearly hard wired. It is so
fundamental to human existence that it's not
going away. It must have a genetic component.
“
-- Google CEO, at the time, Eric Schmidt

17. Architecture Content Brand
➔ Crawlability
➔ Indexation
➔ Internal flow of
Link Juice
➔ Topical
Optimisation
➔ Unique
➔ Valuable
➔ Incorporate Text
➔ Mentions
➔ Social Signals
➔ Links

18. Link Earning
Product Marketing
Codecademy 29.99k - 5.1k CodeSchool
Xenu 4.9k - 2.9k ScreamingFrog
Content Marketing
269 Sounds of Streetview
713 Public Toilet Map
372 Evolution of Dance Music
429 Political Affiliation Test
Relationships