7thingsmedia's Founder & CEO , Chris Bishop, presented an intimate introduction into search engine optimization (SEO). Bishop took the group through the basics of how the various search engines work, how to efficiently rank in them and the key on page and off page ranking factors. Plus an Google Panda and Google Penguin update.

1. AN INTRODUCTION TO SEO
Presented by:
Chris Bishop, Founder & CEO, 7thingsmedia
January 2013

2. Contents
• What is search?
• How do I rank?
• How search works?
• Hints and tips
• Live demonstrations
• Questions & answers

3. Social media
SEO
PPC
Mobile
Lead generation
International
Display
Affiliates
LONDON | NEW YORK

4. Social media
SEO
PPC
Mobile
Lead generation
International
Display
Affiliates
LONDON | NEW YORK
What is SEO?

5. Who are the players?
Global:
Google 88.8%
Bing 4.2%
Baidu 3.5%
Yahoo 2.4%
Ask.com 0.6%
Other 0.5%
United States:
Google 86.3%
Bing 7.3%
Yahoo 3.1%
Facebook 1.4%
Ask.com 0.8%
Other 1.1%
Source: Measured against global website traffic reported by Compete,
Nielsen-Net, Alexa, seoMoz, StatsCounter - GlobalStats

6. Paid vs. Organic
PAID
PAID

7. Paid vs. Organic
ORGANIC

8. Paid vs. Organic
10%
90%

9. Images

10. Video

11. Maps (Local)

12. Shopping

13. Vertical search
MAPS
PAID
PAID
ORGANIC

14. How do I rank?

15. It’s how good looking you are!

16. ...how many friends you’ve got

17. How Google works

18. Click through rates

19. Google spider

20. How we see a website

21. How Google see a website

22. SEO ranking factors
• On page
– Content – quality, fresh, keywords
– HTML – titles, descriptions, use of headers
– Architecture – crawl, speed, URLS
– Violations – hidden content, keyword stuffing
• Off page
– Links - quality
– Social – shares, reputation
– Trust – authority, history
– Personal – location, trust, history

23. SEO ranking factors
• Page title
– Describe the page
– Not homepage
– Not product 12345
• URL
– Remove the technical mumbo jumbo
– ...or at least have it at the end of the URL
• Content
– Headers
• Think headline
– Body
• Persuasive copy – don’t keyword stuff

24. Title & description
• Use your body copy to explain the page – or even use a call to action

25. SEO friendly URLs
• http://www.wework.com/index.php?option=com_content&task=view&id+
3272&ltemid=43
• http://www.wework.com/ny/madison

26. Content
• Content is KING
• Have you used keywords?
• Do your research
– Google AdWords Keyword Tool
– Google Trends
– Google Insights
• Freshness e.g. blog

27. TITLE – Men’s Jeans
URL – asos.com/men/jeans
Click through rates
Header: Men’s Jeans
Body: Copy about...Men’s Jeans!

28. Anchor text

29. Anchor text
• Google analytics (Keywords)
• Google Webmaster Tools
• Google Trends

30. Content quality (Panda)
• Quality is key
– Well written
– Engaging
– Unique
• Duplicate content
• Ads above fold
• Spam content
• Thin content

31. Link quality (Penguin)
• Be natural: Branded vs Keyword
• Who is linking to you?
• Site wide links
• Exact anchor text match
• Link farms / Paid links

32. Hints and tips

33. 7things to improve your SEO
7things to consider for your SEO today!:
1. Get your house in order
2. Create appealing content – blog, content pages, facts, anecdotes
3. Allow your web viewers to share your content
- Especially via social media
4. No duplicate content!
5. Links – and powerful links – brief PR agencies
6. Homepage and deeplinks
7. ....and remember...

34. ...and remember
“It’s how good looking 40%
you are...
...and how many -
good looking - 60%
friends you have!”

35. Tools
• Google Analytics
• Google Webmaster Tools
• Google Insights
• http://ubersuggest.org/: Scrapes the suggestions from Google for keyword searches -
good for finding content ideas / out reach
• http://www.seomofo.com/snippet-optimizer.html: Replicates how your listing will
appear
• https://developers.google.com/speed/pagespeed/insights: Improve your page speed

36. Live demonstrations

37. Questions & answers

38. Sources:
7thingsmedia SEO team
Compete
Nielsen-Net
Alexa
seoMoz
StatsCounter – GlobalStats
ComScore
Images:
Google image search
Confidential Information
This document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s) and or Company to whom it is addressed.
All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material.
All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.
Copyright © 2013 7thingsmedia LTD.

39. fin.
connect:
justin.crespo@7thingsmedia.com
Business Development Executive
646 568 2055
www.7thingsmedia.com
@7thingsmedia
Confidential Information
This document is the property of 7thingsmedia LTD. and is strictly confidential. It contains information intended only for the person(s) and or Company to whom it is addressed.
All information contained herein will be treated as confidential material with no less care than afforded by your own company’s confidential material.
All service and product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.
Copyright © 2013 7thingsmedia LTD.