SEO Basics

Introduction to SEO | October 20, 2010

Agenda
• Define SEO
• Why Search Matters
• Organic vs. PPC
• Search Position
• Blended Search
• How SEO Works
• How to Take Advantage of SEO
• 5 Tips for SEO
• Q/A
SEO Defined

SEO stands for Search Engine Optimization.

Search engine optimization (SEO) is the process of

improving the visibility of a web site or a web page in
search engines via the "natural" or un-paid ("organic"
or "algorithmic") search results.
- Wikipedia.org
Why Does Search Matter?
Search | Organic (SEO) vs. Paid (PPC)

Paid
Organic
Where do people really click?
10% of Clicks

90% of Clicks
Click Through Rates | Position Matters
Blended Search | Game Changer
• SEO isn’t just words
– Images
– Blogs
– Real Time (Twitter or
Facebook)
– News
– Video
• Social is part of search
• Social indicators impact
search rankings
How SEO Works | Your Ranking
• How SEO works
– Search engines use spiders to
crawl sites
– Sites are ranked
– Data compiled, and delivered
as specifically as possible to a
user via a SERP
• Ranking Factors
– General ranking algorithm
• Improvements/changes
take time
How to take advantage of SEO
1. Make sure your site is technically sound (For SEO!)
2. Identify Keywords
3. Use keywords on your site
– In your content
– In your coding
4. Build Links
5. Incorporate Blended Search
6. Build More Links
Tip #1-Keywords
Tip #2-Focus your Efforts
Tip#3-Title Tag
Tip#4-Use Google Webmaster Tools

https://www.google.com/webmasters/tools
Tip#5-Build Some Links
• List your organization in Google Places and Yelp
• Ask a sister organization for a link
• Distribute a press release optimized for search with
a link to your site
• Create a Twitter profile and “tweet” a link to your
site (No followed, but more often than not spawns
legit links for legit content)
• List yourself with DMOZ.org (be specific)
Case Study
• Goal – Promote Practice
Improvement page:
– Increase Visits to Site
– Engage Visitors
– Promote New Information via
targeted content on site
• Challenges – Using SEO and
social media:
– No segmented email, no existing
customer leverage
– No additional budget
– Very targeted content, not for
general public
Case Study - Results
• Results - Phenomenal
– 64% increase in site
traffic
– 8.8% increase in pages
consumed
– 175% Increase in visits to
targeted content
– 110% Increase in Diggs
– 600% Increase in
ReTweets
Case Study – Using Your SEO Tools
• Press Release
– Optimized for Search
– Used PR distribution tool
• Optimized On-site
– Keyword Implementation
– Tag adjustments
– Content leveraged
• Social Media
– Twitter, Facebook, Digg
• Linkbuilding
– Internal
– Some external
Can we help?
Sales: Mark Patten
mpatten@delphicsage.com |215-508-1800 x105
Marketing: Gregg Holtsclaw
gholtsclaw@delphicsage.com |215-508-1800 x119

Delphic Sage
www.delphicsage.com
www.twitter.com/delphicsage
www.delphicsage.com/blog