A lecture I delivered to University of Toronto Mississauaga's CCIT program students (CCT332). If you are a student and are considering what path to take in your career, search marketing offers one of the fastest growth tracks.

1. Why You Need to Know SEO
Or why this may be the most
important lecture you’ll ever attend.
#utmseo

2. Dev Basu
@devbasu

3. 2007 2009 2010
Consulting
Rewrote SEO
Module
TA (2x)
Started PBS 1
Day after Last
Exam
$0.5M Year 1
Marketing Prof
Seneca College
~ $5M Year 5 Revenue
2013 2015
I’m Here
Timeline

4. 2. United Kingdom - 16.0%
3. India - 6.6%
4. Canada - 4.0%
5. Australia - 3.0%
6. Spain - 2.1%
7. Netherlands - 1.9%
8. Germany - 1.8%

5. North American Search Industry is growing
Growth
15-20%
1/2
Of all Marketers
increasing budgets
In 2014
3rd Consistent Year of
50% Year over Year
Growth for Inbound
Budgets
Total Digital Ad Spend Worldwide to hit
137.53B
In 2014 (emarketer)
Year over Year

7. What do you want to be
when you Grow up?

9. Raise your hand
if...

10. Types of Search Engines
Universal (Google Omnibox)
Video (Youtube)
Documents (Slideshare, Docstoc)
Image (Flickr, iStockPhotos)

11. Types of Search Engines
Music (Soundcloud, Spotify, 8tracks)
People (Linkedin, People.com, Data.com)
Scholarly (JSTOR, PubMed, OneClass)
File Search (Usenet, Torrents)

12. SERP

13. “Bein’ #2 is just being the first
to lose.”

14. SEO is a
Winner Takes
all Game

15. What is SEO
anyways?

16. Code
Content
Context

17. “Search Engine Optimization is the set of best
practices (both marketing and technical) that
aim to improve the natural or organic search
engine rankings of a given website.”

18. Are you familiar
with the 80/20 rule?

21. Great content isn’t enough.
You have to be popular
too.

22. This is a Link

23. Links are kinda important

24. Which leads to PageRank

25. How to Get Inbound Links
Partner sites
Get mentioned in the press
Create amazing content that people want to link to
Get the same content shared on social channels

26. People & Google Hate Slow Websites
95% of users abandon shopping carts. This is the #1

27. You Are Losing Millions with a Slow Website
You can never have a fast enough web experience.

28. Is Your Site Mobile Friendly?

29. Prepare for Your
Final Exam/Project

30. Ace your Finals
How will SEO factor into your marketing plan?
State statistics on your hypothetical new visits
State what you’ll do to optimize your site/content
Know your top 5-10 factors affecting SEO

31. Meet
Marc

32. Want to Work with Us?
I will be hiring 2 interns for our next session
1 of the interns might be offered a full time role
Opportunity to double your salary in 2-3 years
You have to come recommended by Richardson

33. dev@poweredbysearch.com