1. Summer Series SEO 101: SEO Is the Heart of Marketing
We will share recording within 24 hours by and at the login URL
June 13, 2017
Erik Newton
VP Customer Marketing and Head of SEO
BrightEdge Inc

2. Presenter – Erik Newton
VP Customer Marketing
Head of SEO
18 years in digital marketing
BrightEdge’s 3rd customer
Helped put Page Reporting, Closed Loop Reporting, and Opportunity Forecasting on platform
Hello and welcome to the BrightEdge webinar The Power of SEO on the New Customer Journey

3. Objectives Learn why SEO is fundamental to marketing Learn basic SEO
Elevate SEO in your org

4. Play booth reel

5. SEO Impacts Marketing Departments
Is the largest channel
Provides high conversion
Surfaces user intent
In context, zero sum stack
Indicates user voice and word choice
Embeds research in its execution
Creates long-term content equity
Is the starting and ending point for most customer journeys
CMO & CDO
Digital Marketing
Content Marketing
SEO & PPC

6. SEO Is the Heart of Marketing
This is an SEO maturity model.
On the left you have the basic SEO work: On-page, Off-page, and Content
As you progress right you become more sophisticated at tracking, analytics, and evaluating opportunities and results.
But that’s not enough to evangelize and win SEO support. You have to get better at case studies, storytelling, and ultimately get deeply integrated into your organization and its content generation.

7. Basic SEO Step 1: Make Sure You Can View Source
PC/Chrome: Right click on site, select View Source Mac/Safari: Command + Option + U or Right Click > View Page Source

8. Basic SEO Step 2: Evaluate the Site Generally
What is the primary objective of the site or page? Commerce, leads, advertising, support?
How are menus and navigation? Easy to use, provide what you expect?
How many pages do you have? (query site:site.com) How many pages added each month?
Do all pages of the site load fast? (do they load within 2 seconds?)
Is the site responsive and able to handle mobile traffic? Check it on your mobile device
Is site analytics set up? Look for a Google analytics tag in source code: google-analytics.com
Does site have a blog? How often do you publish? Do blogs link to other blogs and pages?
Does site have site search? Does it work well?
Does the use and targeting of geography make sense, Local vs. National vs. Global

9. Basic SEO Step 3: On-Page Checklist
Page load speed
Headlines
H1, H2
Body copy and thin content
Keyword density
Meta titles
Meta-descriptions
Images, image alt-tags
Duplicate title tags
Internal links to and from the page
Anchor text

10. Case Study

11. SEO Workflow
Play video SEO and CPM

12. Insights Roadshow 2017 Engage your community New York City Completed
London Completed
San Francisco Sept 21st
Chicago October 8th
Coming to a city near you in 2017

13. Q & A