A brief overview of what SEO is and why it permeates a company’s entire web presence

1. SEO Fundamentals
{ Compiled by Milena Mitova

2. Where is SEO in Digital Marketing
Digital Marketing
Social
Email Mobile
SEM Media ECRM
Marketing Marketing
Marketing
SEM
SEO PPC

3. SEM is the web extension of Traditional
Market Segmentation & Targeting
“A market segment is a sub-set of a market made up of
people or organizations with one or more characteristics that
cause them to demand similar products and/or services based
on qualities of those products such as price or function.” –
 On the web, the market segment is defined
by what the web users in this sub-set are
looking for, and the keywords they are using
to find it.

4. SEO is part of SEM
 SEO - the process of optimizing your web
assets (web content, websites, social presence) to get
targeted, qualified, search-based “free” traffic.
SEO includes social media optimization.
 PPC or Paid Search - the process of
optimizing paid advertisement campaign
assets to get targeted, qualified, search-based
“paid” traffic.

5. SEO is the KEY when it comes to
generating leads for the enterprise
Source: 2011 Webmarketing123 State of Digital Marketing Survey

6. SEO starts with keywords
Market
Market Sub-set Market Sub-set Market Sub-set
Keywords target users are using to find your products & services
(edited by me) Source: WordTracker, https://keywords.wordtracker.com/help/videos/searching-for-keywords

7. SEO Strategies and Tactics
 On-page SEO strategy -content (text, video,
presentation, images, online forms, etc.), HTML
(title tag, meta description, etc.), architecture
(urls, inter-linking , sharing options, site maps,
etc.)
 Off-page SEO strategy - backlinks (inbound
links); social sharing; commenting on external
blogs & forums, posting content on external
media & article websites; press release
optimization, domain trust, localization, etc.

8. SEO tactics in detail

9. Keyword roadmap for your
web presence
Keywords should:
 Be relevant to your business &
products/services
 Generate enough traffic to form
viable, measurable segments of targeted
searchers/online personas
 Be well positioned re: your competition

10. Keyword selection process
 Define main/seed keywords
 Prioritize in importance relative to most important
brands, competitive features, profitability
 Build lists of keyword opportunities and assess for
traffic, relevance, competitiveness
 Build keyword variations lists and assess for traffic,
relevance, competitiveness
 Build relative keyword lists and assess for traffic,
relevance, competitiveness
 Decide which keywords will go into your web copy
and start measuring their performance

11. SEO affects all of your web-related content marketing
tactics whether they live on your website or are posted
on external sites
All of
your web
content
marketing
tactics
should be
SEO
optimized
Source: Marketing Profs, Content Marketing for B2B

12. Your Website architecture should be
SEO optimized
Crawlability, site
maps, robots.txt, .access, duplicate
titles/content removal, elimination
of errors, etc.;
Website Speed
Share, Like, LinkedIn, Twitter
buttons
User-friendly URLs

13. Internal Links, Backlinks, Domain
tactics should be SEO optimized
Inbound link quality (.org carries
highest weight, yahoo
directory, relevance, etc.)
Inbound link anchor text
Link number
Domain name, age, authority
Internal linking

14. Blogging, Social sharing, PR & content
distribution should be part of your SEO
 Number of Social shares and likes counts
 Twitter counts
 Facebook counts
 LinkedIn counts
 Google +1, plus other sites
 Directories
 Industry forums and publications
 PR, article, white paper, etc. distribution sites
 Blogs

15. In conclusion
SEO optimization affects every facet of
your user-focused web assets
Every website & content marketing
asset needs to be SEO optimized
Keywords (search terms) are the web
alternative of traditional marketing
segmentation and identification of
viable markets. They are the
foundation of Search Marketing.