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Objective

To understand the fundamental
elements and best practices involved in
search engine optimization.

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What is SEO?

Search Engine Optimization (SEO) is the practice of
optimizing a website for increased organic placement
by improving internal (on-page) and external (off-page)
elements.

The best metric to determine the success of a SEO
campaign is increased organic traffic.

[BONUS] How to explain SEO to your parents?

I improve the volume and quality of traffic that a website gets by making it
easier for the right people to find a website when they do an online search.


Why is SEO Necessary?

Long-term

"Free"

Search Traffic

Valuable branding

Improved website usability

Forces maintenance


Dissecting a SERP


What are the Key Signals?

Content Backlinks
unique, fresh, quality, relevant quality, relevant, natural

Architecture Usability
proper coding, URL structure load time, navigation, performance


Where to Focus Your SEO?


What's Involved in SEO?

Website Audit Keyword Research

Content Development On-Page Optimization

Off-Page Optimization Tracking & Reporting


What's Included in....?

Website Audits

• Search engine friendliness
• Website / URL structure
• Website usability
• Website performance
• Link popularity
• Brand engagement



Keyword Research

• Keyword discovery
• Keyword analysis
• Keyword competition
• Keyword selection



Content Development

• Articles
• Blog Posts
• Press Releases
• White Papers
• Videos
• Images



On-Page Optimization

• Custom title, meta, header and image tags
• Internal linking
• URL naming / structure
• URL mapping / redirects
• Sitemap



Off-Page Optimization

• Link Building
• Social Media
• Guest Blogging
• Web Directories
• Press Release Syndication
• Forums
• Article Syndication
• Social Bookmarking



Tracking & Reporting

• Traffic Analytics
• Usability Analytics
• Engagement Analytics
• Organic Rank Tracking


What's in the Future for SEO?

• Website performance is a very important factor
• Content will continue being pushed as the most
important factor
• Over-optimized websites will be penalized
• Search engines will continue getting smarter
• Local and social will contribute more to SEO
• Media (videos, images) will become even more
valuable


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