Take a peek into our internal training sessions – this one is all about the basics of SEO and how it can help us make better creative.
Objective of this session
For everyone (at OOTS) to have a general understanding of basic SEO and how, if considered early on, it can improve and inform creative strategies and executions.
What can you expect to learn?
- What is SEO, and why is it important?
- Search intent & keyword research
- On-page SEO (the basics)
- How to integrate SEO into your role (at OOTS)
- Practical SEO for Youtube
- How to use the tools
All that in 45 minutes?! DAYUM! Let’s get to work! To view the webinar click play on the below video. The Webinar runs for just over 17 minutes.
What is SEO?
SEO is “the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as “organic”) search engine results (source: Moz). Or in other words… SEO is the practice of getting your content to appear on page 1 of Google for relevant search queries.
- 93% of all web traffic comes through search engines
- 61% of marketers say improving SEO is a top inbound marketing priority
- 75% of searchers never scroll past the first page
Why is SEO Important?
- 57% of Australians use Voice Search
- 20% of mobile queries are voice searches
- 61% of marketers say improving SEO and growing organic presence is a top inbound marketing priority
- Including a video in a post increases organic traffic from search results by 157%
- 93% Of all web traffic comes through search engines
- 75% of users never scroll past the first page of search results (the best place to hide a dead body is page 2 of Google search results!).
So ranking #1 is the ultimate goal right?! NOPE. A better goal is… CONVERSIONS (but that’s for another day).
90% of searchers haven’t made their mind up about a brand before starting their search
Let’s talk about INTENT…
Intent is arguably the single most important consideration when performing keyword research. We need to consider the following:
- What are people searching for?
- What are they expecting to see in the SERPs?
- What are they expecting to see once they click on a result?
Keyword research – the long and short of it…
So how do we approach SEO and keyword research within the context of creative and content creation?
- Understand the intent of the humans you are trying to target
- Establish a seed keyword (or words)
- Identify top search queries related to your seed word(s) (short-tail)
- Perform competitor analysis (what non-brand search queries are your top competitors ranking for)
- Dig deeper into related searches (long-tail)
- Dig deeper into related searches (long-tail)
- Build your database (keyword bank) and organise by search volume and competitiveness
- Prioritise and then create!
What is included in On-page SEO?
- Meta Title
- Meta Description
- URL
- Headings (H1, H2, H3)
- Body copy (first 100 words + frequency)
- Related terms
- Image alt tags
- Links
- Optimised performance
- Accessibility
YouTube SEO
YouTube is the second largest search engine in the world owned by the largest search engine in the world (Google), so it goes without saying, it’s vital to consider this when publishing content.
There are several elements which can affect your video’s SEO on YouTube including:
- Title (arguably the most important)
- Description (300-500 words)
- Tags (at least 10)
- Actual content (YouTube is listening!)
- Transcription (do it. Always.)
- Channel authority (quality of content, frequency of posting, optimisation of content, etc)
You can view the full slide deck here.
