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This presentation is a talking guide to introduce SEO to the Small Business Owner or any party that can benefit from a basic knowledge of what SEO is, how it works and what value it provides.

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  1. 1. SEO101:Search Engine Optimization<br />Presented by:<br />Basil C. Puglisi, M.P.A.<br /><br /><br />
  2. 2. What is SEO?<br />Search Engine Optimization is the process by which you increase visibility so that it ranks higher in the organic search results.<br />This can apply to:<br />Websites, Images, Videos and Local/Geographic results.<br />
  3. 3. What is an Organic Search?<br />Organic Search is the natural results on the left side of the page that produce quality results based on the sites credibility and relevance.<br />The Goal:<br />The natural business model of a search engine is to help you find what you are looking for.<br />
  4. 4. SEO Basics<br />Structure<br />How is it designed, Presented and/or Crawled?<br />Content<br />What is this really about? Original or Copied?<br />References<br />Who points, links or references this?<br />
  5. 5. Structure<br />What type of code is used and how?<br />What is the flow of content, Pages, Titles, Keyword Density?<br />What are you telling the crawlers to read or not read? i.e. robot.txt<br />
  6. 6. Content<br />What is the site about?<br />What are the pages about?<br />What is the location and reach of this service?<br />Where does this content come from?<br />Original vs Copied<br />
  7. 7. References<br />Links: Do Follow & No Follow<br />Profile Links<br />Post Based Links<br />In Content Links<br />Article Links<br />Referring Site links<br />Social Media<br />
  8. 8. Value of Links: Do Follow & No Follow<br />Do Follow<br />This is a link that tells the crawlers to read and give credit to the site receiving the link.<br />No Follow<br />While the crawler does not give credit for the link and increase the SERP, these can still produce web traffic and visibility.<br />
  9. 9. Value of Links: Relevancy<br />The relevancy refers to the topic, subject matter or type content that is referring the link.<br />Low Value: A Gambling site points a link to a non-profit for education<br />High Value: A plumber blog, directory or site pointing to a plumbers website.<br />
  10. 10. A Business Practice<br />SEO is a guiding principal for the conversion of you business. <br />The goal of search engines is to put a genuine interested party/person or consumer in touch with the provider or business they need to meet a need. SEO is a guideline to make sure your visitors are valuable!<br />
  11. 11. Analytics:Visitors or Customers<br />Visitor<br />Someone who arrives at your website<br />Customers<br />Someone who purchases a product good or service from you<br />
  12. 12. Analytics:Impressions, CTR or Conversion<br />Impressions<br />The number of times your ad is visible on a page, site, service, etc.<br />CTR: Click Through Rate <br />The number of times someone clicks your ad<br />Conversion<br />The ability to take a campaign from Impressions, to CTR that results in a “buy”, this is the true success in any campaign<br />
  13. 13. Organic Visitors<br />Organic Visitors<br />These are visitors generated from the natural search engine results.<br />SEO Conversion<br />The organic visitors have a higher level of interest in your brand, product or service and therefore result in a higher conversion rate.<br />
  14. 14. SEO is a Marketing Tool<br />Marketing Tool<br />A service, campaign or product that is used to increase visibility or brand awareness.<br />The Opportunity:<br />This is one service that creates opportunity,<br />
  15. 15. Examples of Marketing Tools<br />SEO<br />Video<br />Social Media<br />Banner Ads<br />Pay Per Click Advertising<br />Pay Per Call, Pay Per eMail (really PPC)<br />
  16. 16.<br />/basilpuglisi<br />/consultingcoach<br />/in/basilpuglisi<br />Basil C. Puglisi, M.P.A.<br />@BasilPuglisi<br />(631) 220-2754<br /><br />/stumbler/basilpuglisi<br />/user/basilpuglisi/<br />/basilpuglisi<br />/basilpuglisi<br />