Using Google     andSearch EngineOptimization      to Market Your  Business
Search Volume Keeps RisingSource: Mediapost
Search Market Share, Sept. 2010Source: comScore
Search Engine OptimizationSearch engine optimization (SEO) is building or modifying yourwebsite so it appears near the top...
Being Found = 2 Sides of the Coin     Searcher                              Your     (customer)                           ...
What Are They Searching For?         (Hold that thought.)
How to Optimize Your Site   Optimization efforts fall into two broad categories:   • What you say about yourself   • What ...
What You Say•   Text on page•   Text in headings, titles, ―metadata‖•   Content•   Proper code
KeywordsSearcher’s intent is informational or transactional
KeywordsFord
KeywordsFord cars
KeywordsFord Fiesta
KeywordsFord dealers Hamden CT
Keyword Research•   Ask customers and prospects•   Internal search engine•   Analytics•   Keyword tools – Google, Wordtrac...
Keyword PlacementIn your headlines, subheads and textSecure your international trade through informed customs compliance19...
Keyword PlacementIn your page titles and descriptions
Keyword PlacementIn your content (web copy, articles, press releases, blogs)How to Write Copy for Your Websiteby Arun Sinh...
Why Keywords?   Relevance
Use Proper Software Code        Tell your programmer     • Google can’t read Flash reliably     • Google can’t read JavaSc...
Build Content     Search engines love content• Articles      Syndicate through article distribution sites      Write for...
Embed Links in Your Content Arun Sinha is president of Access Communications, a marketing communications, technical writin...
What Others Say• Incoming links• Anchor text should contain keywords• Some sites have heavier weighting
Traffic ConversionMaking your website findable is only half the battle;converting visitors to customers is the other half....
Google Free Tools          (OK, some Google free tools )• You will need a Google account to access these tools• You don’t...
Google Analytics
Google Analytics• Access via google.com/analytics• Tells you information such as:      Number of visitors      Location ...
Google Places(formerly Local Business Center)
Google Places• Access via google.com/lbc• You can add photos, video, coupons, reviews• You don’t need a website to have a ...
SEO in a Hurry - Google AdWords
Google AdWords• NOT free!• Access via adwords.google.com• Ads run on the top and along the right side of  search results• ...
Other Google Free Tools             •   Blogger (Blogspot)             •   YouTube             •   Sites             •   D...
Arun Sinha, President31 Island Heights Circle,  Stamford, CT 06902   www.accessc.com
Using Google and Search Engine Optimization to Market Your Business
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Using Google and Search Engine Optimization to Market Your Business

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Using Google and Search Engine Optimization to Market Your Business

  1. 1. Using Google andSearch EngineOptimization to Market Your Business
  2. 2. Search Volume Keeps RisingSource: Mediapost
  3. 3. Search Market Share, Sept. 2010Source: comScore
  4. 4. Search Engine OptimizationSearch engine optimization (SEO) is building or modifying yourwebsite so it appears near the top of search results pages.
  5. 5. Being Found = 2 Sides of the Coin Searcher Your (customer) website Query on search engine
  6. 6. What Are They Searching For? (Hold that thought.)
  7. 7. How to Optimize Your Site Optimization efforts fall into two broad categories: • What you say about yourself • What others say about you
  8. 8. What You Say• Text on page• Text in headings, titles, ―metadata‖• Content• Proper code
  9. 9. KeywordsSearcher’s intent is informational or transactional
  10. 10. KeywordsFord
  11. 11. KeywordsFord cars
  12. 12. KeywordsFord Fiesta
  13. 13. KeywordsFord dealers Hamden CT
  14. 14. Keyword Research• Ask customers and prospects• Internal search engine• Analytics• Keyword tools – Google, Wordtracker
  15. 15. Keyword PlacementIn your headlines, subheads and textSecure your international trade through informed customs compliance19CFR Trade Consulting LLC helps international trade executives navigate complex customs regulations. Our servicesgive you an advantage in meeting the sourcing challenges of the competitive global market. We provide practical, cost-effective and legally sound advice that enables you to satisfy your compliance requirements promptly, respond togovernment inquiries, reduce costs, and potentially increase your profits.What you gain from 19CFR• Affordable, realistic, highly competent guidance on complying with customs regulations.• An accomplished team of professionals with extensive experience in international trade and customs compliance. Team members include an attorney, former U.S. Customs officials and two licensed customs brokers.• Skill in all aspects of customs compliance and international trade, including hard-to-find expertise in areas requiring accounting expertise such as related party transactions.• Comprehensive experience in classification for hundreds of commodities including chemicals, electronics, textiles and machinery.• Unrelenting diligence over the entire duration of complex, drawn-out cases. We do not rest until all your customs compliance issues are resolved.• Business knowledge beyond customs compliance and international trade. We understand your larger corporate goals and work with your organization to find the solutions you need.• Relationships with international trade attorneys, whom we often assist on a subcontract basis. If necessary, we can refer you to the right law firm for your case, preserving continuity and confidentiality.Read about specific areas in which we can help you. Contact us to discuss your customs situation. Our experiencegives us insights that may bear on your issues.
  16. 16. Keyword PlacementIn your page titles and descriptions
  17. 17. Keyword PlacementIn your content (web copy, articles, press releases, blogs)How to Write Copy for Your Websiteby Arun Sinha © 2009While attractive design and clean coding make a website easier to use, its the words on the site that sell. Wordsused wisely bring search engines to your site and make or break your connection with your human readers.Here are some general tips on writing for the web, followed by suggestions on what to write on specific pages ofyour site.Web Writing: General TipsBe audience-focused. That is, write with your audience in mind. Remember there is a live person at the otherend reading your website. Whatever you say needs to be of interest to them.Write in a friendly and informative tone. Customers go to the web looking for information. Tell them details aboutyour product and its benefits. Dont use marketing hype — simply inform them about your offerings.Be interesting. Be relevant. Offer solutions.Write economically. Web copy should be at least half as long as printed copy. Users dont read web text word byword, they scan the copy.To make your copy scannable, write short words, short sentences, and short paragraphs. Use boldface, bullets,indents, and subheads.Use keywords. Develop 2 or 3 keywords (or keyphrases) for each page of your site, and use them throughoutyour copy. Repeat the keywords as often as you can while still sounding natural to your readers.(snip)
  18. 18. Why Keywords? Relevance
  19. 19. Use Proper Software Code Tell your programmer • Google can’t read Flash reliably • Google can’t read JavaScript • Use clean HTML and CSS
  20. 20. Build Content Search engines love content• Articles  Syndicate through article distribution sites  Write for specific outlets  Post on your site• Blogs  Publicize your blog  Blogroll• Press releases  Distribute through paid and free sites• Social media postings
  21. 21. Embed Links in Your Content Arun Sinha is president of Access Communications, a marketing communications, technical writing and web development company in Stamford, Connecticut, USA. Visit http://www.accessc.com for more information on copy writing, websites, and Internet marketing.
  22. 22. What Others Say• Incoming links• Anchor text should contain keywords• Some sites have heavier weighting
  23. 23. Traffic ConversionMaking your website findable is only half the battle;converting visitors to customers is the other half. • Fulfill expectations set up by SEO • Create custom landing pages; don’t send all visitors to the home page • Provide a clear eyepath for taking action • Communicate clearly and with focus
  24. 24. Google Free Tools (OK, some Google free tools )• You will need a Google account to access these tools• You don’t need a Gmail email address to create a Google account
  25. 25. Google Analytics
  26. 26. Google Analytics• Access via google.com/analytics• Tells you information such as:  Number of visitors  Location  Top pages viewed  Top entry pages  Top exit pages  Keywords  Operating system  Browser  Which links on your site were clicked  ...And much more• You will need to add code to your website
  27. 27. Google Places(formerly Local Business Center)
  28. 28. Google Places• Access via google.com/lbc• You can add photos, video, coupons, reviews• You don’t need a website to have a Google Places page – in fact, Google might automatically create one for you• After you set it up, Google contacts you to verify the business• Analytics available – track your results
  29. 29. SEO in a Hurry - Google AdWords
  30. 30. Google AdWords• NOT free!• Access via adwords.google.com• Ads run on the top and along the right side of search results• Keywords trigger ads• Price for each keyword are set by auction• You pay Google every time someone clicks on your ad
  31. 31. Other Google Free Tools • Blogger (Blogspot) • YouTube • Sites • Docs Create content on these sites, link back to your website
  32. 32. Arun Sinha, President31 Island Heights Circle, Stamford, CT 06902 www.accessc.com
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