Search engine optimization (SEO) is the process of affecting the visibility of a website or mobile app in a search engine's unpaid results—often referred to as "natural", "organic", or "earned" results or search engine results pages (SERP).

2. SEO is Dead
Search engine optimization (SEO) is the process of affecting
the visibility of a website or mobile app in a search engine's
unpaid results—often referred to as "natural", "organic", or
"earned" results or search engine results pages (SERP).

3. Introduction
Deepak Wadhwani for PROS Ecommerce technology & marketing. He
has over 20 years experience in software/wireless technologies. He has
worked with Fortune 500 companies including Intuit, ESRI, Qualcomm,
Sprint, Verizon, Vodafone, Nortel, Microsoft and Oracle in over 60
countries. He is the founder of PROS,a San Diego based Internet
technology & marketing company. He has worked on many facets of
eCommerce and Internet Marketing with leading brands such as
TurboTax, Best Buy, Century 21 Real Estate, Staples, Nike, eHarmony,
Adidas, Zappos (Amazon), Ticket Network and many more. His
company PROS is manages the technology for Erpcorp.com.

4. Introduction
Greg Haines is VP of Marketing for DesignStudio.com. He is an experienced
digital marketer with over 20 years experience working with some of the
largest brands in the world. He worked for the American Red Cross National
Headquarters for 15 years and was their first national Director of Digital
Marketing. During that time he led a complete redesign of Redcross.org and
a consolidation of over 700 chapter websites into one platform. After the
Red Cross, Greg joined the fortune 500 company Masco leading the Digital
Marketing for the category leading Hot Spring and Caldera hot tub brands.
There Greg led a project to modernize and amplify the Digital Marketing of
the 700+ dealers in their network. Greg recently joined DesignStudio as VP of
Marketing. Greg is a native of Pacific Beach and is a happy husband and
proud father of 2

5. SEO In The Past

6. SEO In The Past
• Adding Unrelated Keywords on the
page
• Keyword Stacking and Keyword Stuffing
on a page or post
• Putting Tiny Text, Hidden Text or
Hidden Links
• Doorway Pages or Gateway Pages
• Duplicate Content or Mirror Site
• Link Farms
• Blog Spamming or Comment
Spamming
SEO mostly was done around getting high density of keyword or links.
Many diverse methods were used to achieve that. These techniques
are now termed as Black Hat methods, some of these are :

7. Search Engine Optimization

9. What Google Wants….

10. Content Relevance
High quality content (text, images,
videos )that are relevant to the user.
Content must to be relevant to the user
query as Search Engines now factor real
human quality ratings via Artificial
Intelligence. Focus on your audience and
topics NOT keywords.
THINK MOBILE FIRST – NEW PENALTY MOBILE
From 2017, Google index is going mobile first and if you don’t have a mobile-
friendly page, then you will likely take a hit in the SERPs. Keep an eye on your
view the Mobile Usability Report in the Search console for any issues.

11. On Page & Off Page factors
Goal now is not build links but build relationships with other sites & networks.
Facebook, LinkedIn, Twitter, YouTube, Blogs, Media etc.. build a brand not just a
website
Claim your Local Listing – Local SEO factors
Mobile search and local search are thus inextricably intertwined so it is critically
important to have complete and accurate data in one’s Google My Business, Yelp
etc. profiles.
Social Media’s rise as Content discovery platform
Social media feeds into the discovery of new content such as news stories, and
“discovery” is a search activity. Social media can also help build links (sharing) that
in turn support into SEO efforts.

12. Using Schema HTML tags
Schema is a collection of HTML tags that can be easily added to a webpage.
Structured data mark-ups give a competitive edge to your website in search
results, while microdata boosts click-through rate, driving more traffic
Topic Research
That’s right—keyword research is not topic research. With RankBrain, Google
now understands language nuances like stemming, synonyms, and answers.

13. Focus on UI/UX

14. The Implications of BAD UX

16. Content guidelines for Modern SEO
• One of a kind - appear nowhere else on the internet
• Relevant - contains content engines can interpret as on-topic
• Helpful - resolves the searchers query in useful efficient manner
• Uniquely Valuable - provides information that's unavailable
elsewhere
• Great UX - is easy and pleasurable to consume on any device
• Likely to spread - convincingly answers the question
"who will amplify this content and why?"