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Are You Hiding from Customers?Tune Up Your Site for Search EnginesSeptember 10, 2009<br />
Let’s Get Acquainted<br /><ul><li>Ed Tankersley
President of Eight Trails
Smarter websites and online marketing</li></ul>20+ years advertising and marketing<br />Interactive director<br />Creative...
Now Tell Me About You	<br />How many B2B businesses?<br />How many B2C businesses?<br />Business size?<br />Already have a...
Tune Up Your Sitefor Search Engines<br />Today’s agenda<br />
What Is SEOand Why Does It Matter?<br />
What is SEO?<br />AKA Search Engine Optimization, Search Optimization<br />Improvements to your website – and related to y...
Why Does SEO Matter?<br />Traditional advertising is interruptive<br />Conversely, when someone does a search, they have s...
SEO vs PPC<br />SEO or Search Engine Optimization helps you with your organic or natural search rankings<br />PPC, Pay Per...
Top 10 Rank is Critical<br />Source: http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking...
What is Google’s Purpose?<br />To deliver useful, relevant results to their searchers<br />
What determines your rank?<br />It’s all about relevant results for searchers<br />On-site factors, such as<br />Page titl...
Optimizing Your Site<br />
Optimizing is a 5-Step Process<br />Keyword research<br />Site updates<br />Submit to search engines and directories<br />...
Step 1: Keyword Research<br />Generate a seed list<br />Ask your customers<br />Ask your front-line employees<br />Look at...
High Search Volume<br />Get search volume estimates<br />Google Keyword Tool<br />adwords.google.com/select/keywordtoolext...
High Relevance<br />Are the people searching for that term likely to be buyers?<br />The more precise the search, the clos...
Low Competition<br />You can’t be number 1 for everything<br />Use long tail keywords<br />
Select Your Keywords<br />Start with a manageable number – 10-20<br />Match the keywords to relevant pages of your site<br...
Step 2: Optimize Your Site<br />Focus on content<br />Fix the major problems<br />Get help with the tougher things<br />
Content – Visible<br />Domain name<br />Page title<br />URL<br />Headings – H1, H2, H3<br />Text<br />
Content – Hidden<br />Keywords<br />Description<br />Image alt tags<br />
Structure<br />Separation of content and presentation<br />Important stuff first<br />Text-based navigation<br />Flat dire...
Structure<br />Don’t build your site in Flash!<br />What Not to Do: Yeti Cycles<br />
Other On-Site Factors<br />Custom error page<br />Currency of content<br />Site map<br />Robots.txt<br />
Off-Site Factors<br />Inbound links<br />Domain authority<br />Quality of anchor text<br />Bad<br />Good<br />
Step 3: Submit Your Site<br />Search Engines<br />Google<br />Bing<br />Directories<br />Yahoo<br />Open Directory (dmoz.o...
Step 4: Link Building<br />Blogs<br />Forums<br />Press Releases<br />Don’t buy links<br />Don’t bother with link exchange...
Step 5: Measure<br />Google Analytics<br />Referrers<br />Search terms<br />Authority Labs<br />Position monitoring<br />
Adjust<br />SEO is a process<br />Give it a few months to see results <br />Adjust and refine regularly based on what you ...
The Eight TrailsBaseline SEO Audit<br />
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SBDC Tune Up Your Site for Search Engines

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A presentation on the basics of search engine optimization I gave to local business owners at the Arizona Small Business Development Center in September, 2009.

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  • BE HERE BY 8:10We’re going to get a general overview of what search engine optimization is and why it’s importantWe’ll look at the key factors that influence search rankingWe’ll talk about how you can optimize your website for those factorsWe’ll do a baseline SEO audit of one of your websites
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  • Transcript of "SBDC Tune Up Your Site for Search Engines"

    1. 1. Are You Hiding from Customers?Tune Up Your Site for Search EnginesSeptember 10, 2009<br />
    2. 2. Let’s Get Acquainted<br /><ul><li>Ed Tankersley
    3. 3. President of Eight Trails
    4. 4. Smarter websites and online marketing</li></ul>20+ years advertising and marketing<br />Interactive director<br />Creative director<br />Writer<br />Led the design and development of more than 50 websites<br />
    5. 5. Now Tell Me About You <br />How many B2B businesses?<br />How many B2C businesses?<br />Business size?<br />Already have a website?<br />Have done some SEO?<br />DIY<br />DIFM<br />
    6. 6. Tune Up Your Sitefor Search Engines<br />Today’s agenda<br />
    7. 7. What Is SEOand Why Does It Matter?<br />
    8. 8. What is SEO?<br />AKA Search Engine Optimization, Search Optimization<br />Improvements to your website – and related to your website – that improve your site’s ranking in search engines<br />
    9. 9. Why Does SEO Matter?<br />Traditional advertising is interruptive<br />Conversely, when someone does a search, they have self-identified as a potential buyer<br />Get found by the people who are looking for your product or service <br />Don’t hide from your customers!<br />
    10. 10. SEO vs PPC<br />SEO or Search Engine Optimization helps you with your organic or natural search rankings<br />PPC, Pay Per Click, or Paid Search is not affected by what you do with SEO<br />
    11. 11.
    12. 12. Top 10 Rank is Critical<br />Source: http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm<br />
    13. 13. What is Google’s Purpose?<br />To deliver useful, relevant results to their searchers<br />
    14. 14. What determines your rank?<br />It’s all about relevant results for searchers<br />On-site factors, such as<br />Page title<br />Headings<br />Text<br />Off-site factors, especially<br />In-bound links<br />
    15. 15. Optimizing Your Site<br />
    16. 16. Optimizing is a 5-Step Process<br />Keyword research<br />Site updates<br />Submit to search engines and directories<br />Build links<br />Measure and adjust<br />
    17. 17. Step 1: Keyword Research<br />Generate a seed list<br />Ask your customers<br />Ask your front-line employees<br />Look at analytics or server logs<br />Use tools to expand your list<br />Evaluate and rank your keywords by<br />High search volume<br />High relevance<br />Low competition<br />
    18. 18. High Search Volume<br />Get search volume estimates<br />Google Keyword Tool<br />adwords.google.com/select/keywordtoolexternal<br />Wordtracker<br />freekeywords.wordtracker.com<br />Keyword Discovery<br />www.keyworddiscovery.com/search.html<br />
    19. 19.
    20. 20. High Relevance<br />Are the people searching for that term likely to be buyers?<br />The more precise the search, the closer they are to buying<br />Bicycles<br />Mountain bikes<br />Mountain bike reviews<br />Cannondale mountain bike<br />Cannondale hardtail<br />Cannondale F3 Caffeine<br />Cannondale F3 Caffeine Phoenix<br />
    21. 21. Low Competition<br />You can’t be number 1 for everything<br />Use long tail keywords<br />
    22. 22.
    23. 23. Select Your Keywords<br />Start with a manageable number – 10-20<br />Match the keywords to relevant pages of your site<br />One keyword per page<br />
    24. 24. Step 2: Optimize Your Site<br />Focus on content<br />Fix the major problems<br />Get help with the tougher things<br />
    25. 25. Content – Visible<br />Domain name<br />Page title<br />URL<br />Headings – H1, H2, H3<br />Text<br />
    26. 26.
    27. 27. Content – Hidden<br />Keywords<br />Description<br />Image alt tags<br />
    28. 28. Structure<br />Separation of content and presentation<br />Important stuff first<br />Text-based navigation<br />Flat directory structure<br />
    29. 29.
    30. 30. Structure<br />Don’t build your site in Flash!<br />What Not to Do: Yeti Cycles<br />
    31. 31. Other On-Site Factors<br />Custom error page<br />Currency of content<br />Site map<br />Robots.txt<br />
    32. 32. Off-Site Factors<br />Inbound links<br />Domain authority<br />Quality of anchor text<br />Bad<br />Good<br />
    33. 33. Step 3: Submit Your Site<br />Search Engines<br />Google<br />Bing<br />Directories<br />Yahoo<br />Open Directory (dmoz.org)<br />JoeAnt<br />Business.com<br />
    34. 34. Step 4: Link Building<br />Blogs<br />Forums<br />Press Releases<br />Don’t buy links<br />Don’t bother with link exchanges<br />Most social media sites use “nofollow” tags so they don’t helpyour site get better ranking<br />
    35. 35. Step 5: Measure<br />Google Analytics<br />Referrers<br />Search terms<br />Authority Labs<br />Position monitoring<br />
    36. 36.
    37. 37. Adjust<br />SEO is a process<br />Give it a few months to see results <br />Adjust and refine regularly based on what you measure<br />
    38. 38. The Eight TrailsBaseline SEO Audit<br />
    39. 39. Resources<br />EightTrails.com<br />SEOmoz.com<br />SEObook.com<br />SearchEngineLand.com<br />
    40. 40. Questions? Comments? <br />Ed Tankersley <br />EightTrails.com<br />ed@eighttrails.com<br />@EightTrails<br />602-361-2001<br />

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