Search engine optimization crash course

Search&Engine&Op+miza+on

crash&courseArtem&Daniliants&/&LumoLink

Who$am$I?Marke&ng)nerd)with)passion)for)web)

technology

Who$are$we?Interac(ve*online*marke(ng*agency*opera(ng*in*Finland*and*Russia

The$Pareto$principleAlso%known%as%the%80–20%rule%states%that,%for%many%events,%roughly%80%%of%the%effects%come%from%20%%of%the%

causes

I"want"to"show"you"that"20%"when"it"comes"to"SEO

What%affects%search%results?

Query&type

Is#this#query#about#a#film#or#a#company?

Your%loca)on

Searching*for*"hotel"*yields*

different*results*in*Moscow*and*in*

Helsinki

Authorship

Backlinks)play)a)huge)role)in)establishing)authorship

Your%social%graph

Personalised+search+results+based+on+your+

friend's+behaviour

Your%profile

Your%se(ngs%such%as%language

Your%previous%behaviourDid$you$click$on$this$search$result$

before?

What%is%SEO?

Goal%of%search%engine%op0miza0on%is%to%get%high%quality(traffic%from%search(

engines

Search!engine!op'miza'onWe#want#to#provide#best#result#for#a#

specific#search#query

Search!engine!op)miza)onWe#want#to#tune#our#results#for#an#ever#changing#search#algorithm

Search!engine!op#miza#onOp#miza#on*is*ongoing*process

Black&and&white&hatIt's%not%really%about%apparel

Why$SEO?

Great&return&on&investment

In#most#cases

Long%termKeeps%bringing%you%clients%for%a%very%long%

4me

Easy%to%get%startedHard%to%master

Always'evolvingThere%are%always%new%opportuni1es

Key$factors$in$search$engine$op1miza1on

Content• Ar$cles

• Files

• Videos

• Music0file

• Presenta$ons

Technical)factors• How%well%does%your%site%work?

• How%fast%is%it?

• How%is%your%meta%data?

Authority• Backlinks

• Authorship

User%experience• Bounce(rate

• Average(/me(on(site

• Naviga/on

Search'engine'op-miza-on'as'a'process

#1#Research#your#niche

Google&AdWords&keyword&planner

h"ps://adwords.google.com/KeywordPlanner

Open%Site%Explorer

h"ps://moz.com/researchtools/ose/

#2#Create#op+mized#content

Basics&of&crea+ng&op+mized&content

• Focus'on'few'keywords'found'in'Google'AdWords'keyword'planner

• Optmize'at'the'very'least'content's'?tle'and'descrip?on'around'keywords'selected

• Many'open'source'content'management'systems'provide'free'tools'that'help'you'op?mize'your'website

• For'example'Wordpress'SEO'plugin'for'Wordpress

#3#Get#exposure#(links,#shares..)

#4#Analyze#results

#5#Repeat#forever#!

Learn&more• Webmaster*Academy

• Beginners*guide*to*SEO

• Search*engine*op:miza:on*starter*guide

Thank&you!Get$in$touch

!/@artemd

!/artem.daniliants

!/in/artemdaniliants

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