The document is a presentation about search engine optimization (SEO). It discusses the basics of SEO, including its importance, functionality, role today, changes and challenges, and how to measure SEO performance. The presentation covers topics such as using keywords to increase search engine rankings, optimizing on-page and off-page elements, the importance of content marketing, and how SEO is evolving with changes like increased mobile searches and the rise of video platforms. It emphasizes that successful SEO comes down to deeply understanding customers.

1. The Business Intelligence Partner Page * *
A presentation to
BQu team
13/06/2014
BASICS OF SEARCH ENGINE OPTIMIZATION

2. The Business Intelligence Partner Page 2
Agenda / Content
I. Introduction
II. Importance of SEO
III. SEO functionality
IV. The role of SEO Today
V. Watch Out: Changes and Challenges
VI. Measuring SEO
VII. Conclusion

3. The Business Intelligence Partner Page 3
Agenda / Content
I. Introduction
II. Importance of SEO
III. SEO functionality
IV. The role of SEO Today
V. Watch Out: Changes and Challenges
VI. Measuring SEO
VII. Conclusion

4. The Business Intelligence Partner
SEO is a process used to ensure the placement of a site on search engines naturally or paid
Page 4
Introduction
Search Engine optimization (SEO) is a process used to ensure the placement of a site on search engines naturally or paid. It
is done through selecting the right potential keywords for the main pages of the website, through the content, images,
links, and most importantly on titles used on the website. Also additional placement can be done through local sites,
directories and on review sites in order to increase the chances of been viewed by the right audience.
“SEO means finding ways to increase your site's appearance in
web visitors' search results. This generally means more traffic
to your site” (Business Insider)

5. The Business Intelligence Partner Page 5
Agenda / Content
I. Introduction
II. Importance of SEO
III. SEO functionality
IV. The role of SEO Today
V. Watch Out: Changes and Challenges
VI. Measuring SEO
VII. Conclusion

6. The Business Intelligence Partner Page 6
Importance of SEO
SEO helps you to be found, increase awareness and generate leads
Get found!
AIDA: Direct traffic
Create leads /
customers
Retain and Engage
customers
One of the main objectives of SEO, is to be top ranked at viewing
search engines, therefore many tools such as keywords are used to
increase ranking
Every online business aims not just to be found but to be clicked
on their link against similar links through attention, stimulating
interest and desire and finally directed to the website
Through using the right keywords, links and SEO friendly URLs,
firms can increase the chances of its visibility in the search
engines. However for potential customers to search, awareness of
the particular industry plays a vital role
No matter what, if customers are not managed or retained,
competition may cause them to shift. Therefore an effective SEO
plan may help firms not just create a lead but be in touch with
customers and to grow a brand community

7. The Business Intelligence Partner Page 7
Agenda / Content
I. Introduction
II. Importance of SEO
III. SEO functionality
IV. The role of SEO Today
V. Watch Out: Changes and Challenges
VI. Conclusion

8. The Business Intelligence Partner Page 8
SEO functionality
Search engines help users look for the best result from millions of content online
In order to understand how SEO functions, it is vital to look upon how the search engines behave.
● When a person searches for something on the search engine, it performs the following actions;
○ The search engine will look through millions of sites, images and other content in its index
○ It will match the keyword to the closest result based on attributes in its algorithm such as relevance, and
popularity
○ The user will be presented with the closest top results to match the keywords
● For example, In the Google search engine, its spiders scan for words within the webpages and also where else it is
found. That is where on page and off page optimization plays its role.
● Indexing varies from different spiders, but they all main scan components such as titles, subtitles, meta tags, images,
hyperlinks and etc.
● Since the ways in which different search engines measure websites differ, often each search engine gives different
results

9. The Business Intelligence Partner Page 9
SEO functionality
The SEO process has several steps including research, linking building and performance
monitoring
SEO
PROCESS
Keyword
Analysis
•Determine the
right keywords to
be used on the
website
•Using tools such
as MOz, and
keyword planner
Step 1
Competitor
Analysis
•Analysis on
competitors
SWOT
•Identify their use
of keywords
Step 2
Link Building
•Create links for
the website
through
keywords
selected and
placed mediums
in step 3
Step
3
Search
Optimization
•Optimize through
content
development,
press release, local
and segmented
search, and mobile
Step 4
Measure
Performance
Step 5
•Analyse the
performance
through web
analytical tools

10. The Business Intelligence Partner Page 10
Agenda / Content
I. Introduction
II. Importance of SEO
III. SEO functionality
IV. The role of SEO Today
V. Watch Out: Changes and Challenges
VI. Measuring SEO
VII. Conclusion

11. The Business Intelligence Partner
Content marketing has changed the way SEO works
● Today it is not just about been found on the search engine or
using the right content, it is also how big a noise can a brand
create on the internet through conversation building, and
winning trust
● Also websites compete with each other in order to be
naturally found through increasingly employing engaging,
funny and relevant content
● Link optimization: Promote the site(social media) with the best
content it has and linking the main website for it.
The role of SEO today
Infographic Zone, 2012
Page 11

12. The Business Intelligence Partner Page 12
Agenda / Content
I. Introduction
II. Importance of SEO
III. SEO functionality
IV. The role of SEO Today
V. Watch Out: Changes and Challenges
VI. Measuring SEO
VII. Conclusion

13. The Business Intelligence Partner
SEO is changing fast through video search on Youtube, and mobile searches increasing
● Content marketing is key
○ Content needs to powerful, clickable, actionable, and shareable
○ Websites should not only be aimed for spiders but also general audience
● The formula also includes Public Relations
○ Today, many successful business on the internet have incorporated an online PR plan that has increased their
chances in SEO
● Youtube is the second largest search engine
○ surpassing Yahoo, Bing and AOL
○ this makes it evident that social platformsare becoming their own search engines
○ Facebook processes half a billion search per day while twitter processes more than 2 billion
○ This is where the future of SEO lies
● Mobile friendliness
○ it is important that the websites can be found, accessed and used easily through mobile and smart devices
● Managing and maintaining Uniqueness
○ The amount of information on the internet iis increasing daily, and so is the competition, therefore great
thought and energy needs to be invested in creativity and innovation
Watch Out: Changes and Challenges
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14. The Business Intelligence Partner Page 14
Agenda / Content
I. Introduction
II. Importance of SEO
III. SEO functionality
IV. The role of SEO Today
V. Watch Out: Changes and Challenges
VI. Measuring SEO
VII. Conclusion

15. The Business Intelligence Partner
The success of SEO can be measured through increased visits, increased mentions, and
through ranking factors
● Traffic
○ The first main element to be analysed is the traffic volume
■ Number of visits versus from which search engine directed them
■ Which keywords (Branded or non branded) where used
■ Relevance provided on the search terms versus the incoming traffic
● Conversations
○ Conversations are measured through how visitors engaged, and how long they stayed
■ Bounce rate - how soon people left the site pages
■ Time spent on the website and its pages
■ Number of pages viewed by each person
● Ranking
○ Ranking determines where the website stands against its competitors
■ Website’s ranking on the search engines
■ Keyword rank on the search engine
■ Website’s position for the keywords
* All these calculations can be done on Google Analytics, a website performance monitoring tool by Google
Measuring SEO
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16. The Business Intelligence Partner Page 14
Agenda / Content
I. Introduction
II. Importance of SEO
III. SEO functionality
IV. The role of SEO Today
V. Watch Out: Changes and Challenges
VI. Measuring SEO
VII. Conclusion

17. The Business Intelligence Partner
SEO is evolving, and comes down to how well you know your customers
Search engine optimization revolves around how well a website functions in the search engine but with time, it drills
down to how well a business can link to the customers, build trust and win heart.
Therefore from the website development to social media engagement, strong emphasis needs to be given to “ How you
want the customer to perceive you”.
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Conclusion