An internal training session (for OOTS) all about the basics of SEO and how it can be used to make better creative.

1. SEO Stands for:
Super Exciting Opportunities
January 28, 2020

2. Objective
For everyone at OOTS to have a general understanding of SEO (and how, if
considered early on, it can improve and inform creative strategies and
executions.

3. What can you
expect to learn
today?
1. What is SEO, and why is it
important?
2. Search intent & keyword
research
3. On-page SEO
4. How to integrate SEO into your
role
5. Practical SEO for Youtube
6. How to use the tools

4. All that in 45 minutes?!
DAYUM! Let’s get to work!

5. What is SEO?
It’s the practice of increasing both the quality and quantity of website traffic, as
well as exposure to your brand, through non-paid (also known as "organic")
search engine results.
Or in other words…

6. SEO is the practice
of getting your
content to appear
on page 1 of
Google for relevant
search queries.

7. Why is SEO Important?
● 57% of Australians use Voice Search
● 20% of mobile queries are voice searches
● 61% of marketers say improving SEO and growing organic presence is a
top inbound marketing priority
● Including a video in a post increases organic traffic from search results by
157%

8. 93%
Of all web traffic comes through search engines

9. 75%
of users never scroll past the first page of search results

11. 90%
of searchers haven’t made their mind up about a brand before starting their search

12. So ranking #1 is
the ultimate goal
right?!

13. A better goal is...
CONVERSIONS
But that’s for another
day…

14. Let’s talk about
INTENT...
● What are people
searching for?
● What are they
expecting to see in the
SERPs?
● What are they
expecting to see once
they click on a result?

15. Intent is arguably the single most
important consideration when
performing keyword research.

16. Keyword research - the long and
short of it...
1. Understand the intent of the humans you are trying to target
2. Establish a seed keyword or words
3. Identify top search queries related to your seed word(s) (short tail)
4. Perform competitor analysis (what non-brand search queries are your top
competitors ranking for)
5. Dig deeper into related searches (longtail)
6. Build your database (keyword bank) and organise by search volume and
competitiveness
7. Prioritise and then create!

17. On-page SEO
● Meta title
● Description
● URL
● Headings (H1, H2,
H3)
● Body copy
● Image alt tags
● Links
● Optimised
performance
● Accessable

19. YouTube SEO
● Title (arguably the most important)
● Description (300-500 words)
● Tags (at least 10)
● Actual content (YouTube is listening)
● Transcription (do it. Always.)
● Channel authority (quality of content, frequency of posting, optimisation of
content, etc)

20. How could you use your
understanding of SEO to be more
awesome?

21. Let’s give it a go!