Formic Media Seminar Series:SEO Fundamentals <br />Presented by:<br />Formic Media, Inc.<br />www.formicmedia.com/seminars...
The 3 C’s of SEO<br />
SEO Benefits<br />Why every site should be SEO’d:<br /><ul><li>Reduce & Maximize Budgets
Reduce traditional media spend
Leverage existing content to get results
Organic search results don’t send you invoices
Reach Your Target Audience
Gain visibility for top tier keywords
Increase ROI & KPIs
Measurable ROI (leads, sales, awareness)</li></li></ul><li>SEO Fundamentals: The 3 C’s<br /><ul><li>Content
Code
Credibility</li></li></ul><li>3 C’s: Content <br />“Content is King”:<br /><ul><li>Increase website visibility and ranking...
Engage your visitors
Garner quality Inbound links</li></li></ul><li>3 C’s: Content <br />Content Optimization:<br /><ul><li>Embed keywords in t...
3 P’s
Placement, Prominence, Proximity,
Keyword Density</li></li></ul><li>3 C’s: Code<br />Code Optimization:<br /><ul><li>W3C –compliant HTML (CSS) - Guide
URL, title and META tag optimization
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SEO Fundamentals: Formic Media Seminar Series

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Frustrated that your small business website is always below your competitors in search rankings? Not sure what else you can do to your website to improve your rankings? This presentation outlines fundamentals of an effective search engine optimization (SEO) strategy for your website. The Formic team covers fundamentals including content, code and credibility, including case studies and recommended resources to boost your visibility for target search terms.

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  • Ultimately your site should be ranking for your branded terms without much optimization  but that’s not enough, branded terms drive traffic/people who are already familiar with your site and servicesSEO helps to garner visibility for the keywords your target audience is actually searching on Utilizing GA  ROI and is quantifiable
  • Organic optimization can be fundamentally broken down into three key areas
  • Keyword rich content helps search spiders understand what your website is about.Garner qualified, relevant trafficGarner quality Inbound links  credibility
  • Keywords in top tier tags, H1s (establish content hierarchy), meta encourages CTR on organic listings, differentiates you from competitors, textUnique keywords per page, placed on the page  just optimizing tags does your website a disservicePlace keywords close to the top of the page (prominence), bold titles for prominence, SEs read from the top down, hyperlink keywords for more weight and relevance to internal site pagesTo ensure copy sounds natural, phrases can be broken up as SEs understand the relationships and piece together keyword phrases the page is relevant for.
  • CHART Courtesy of SEOMoz.org…saved one of the most important factors for last (from a weighted standpoint of what SEs take into consideration when ranking sites organically.
  • SEO Fundamentals: Formic Media Seminar Series

    1. 1. Formic Media Seminar Series:SEO Fundamentals <br />Presented by:<br />Formic Media, Inc.<br />www.formicmedia.com/seminars<br />503-260-6700| kent@formicmedia.com<br />
    2. 2. The 3 C’s of SEO<br />
    3. 3. SEO Benefits<br />Why every site should be SEO’d:<br /><ul><li>Reduce & Maximize Budgets
    4. 4. Reduce traditional media spend
    5. 5. Leverage existing content to get results
    6. 6. Organic search results don’t send you invoices
    7. 7. Reach Your Target Audience
    8. 8. Gain visibility for top tier keywords
    9. 9. Increase ROI & KPIs
    10. 10. Measurable ROI (leads, sales, awareness)</li></li></ul><li>SEO Fundamentals: The 3 C’s<br /><ul><li>Content
    11. 11. Code
    12. 12. Credibility</li></li></ul><li>3 C’s: Content <br />“Content is King”:<br /><ul><li>Increase website visibility and rankings for key terms
    13. 13. Engage your visitors
    14. 14. Garner quality Inbound links</li></li></ul><li>3 C’s: Content <br />Content Optimization:<br /><ul><li>Embed keywords in text & tags
    15. 15. 3 P’s
    16. 16. Placement, Prominence, Proximity,
    17. 17. Keyword Density</li></li></ul><li>3 C’s: Code<br />Code Optimization:<br /><ul><li>W3C –compliant HTML (CSS) - Guide
    18. 18. URL, title and META tag optimization
    19. 19. Navigation & internal linking structure
    20. 20. Page Speed
    21. 21. Avoid Flash elements & table/frame layout
    22. 22. XML Sitemap
    23. 23. HTML Sitemap
    24. 24. Sitemap auto discovery
    25. 25. Canonicalized URL’s
    26. 26. Robots.txt
    27. 27. 301-redirects</li></li></ul><li>3 C’s: Code<br />Major Page Elements<br /><ul><li>Optimized Title/Meta Tags
    28. 28. Header Tags (h1, h2, h3)
    29. 29. Optimized URL's
    30. 30. Alt tags</li></li></ul><li>3 C’s: Credibility<br />SEO Ranking Factors:<br /><ul><li>Inbound link credibility
    31. 31. Inbound links, anchor text, etc. approximately 66% of how SEs determine rankings.
    32. 32. On-page keyword usage just 15%</li></li></ul><li>3 C’s: Credibility<br />Credibility Optimization:<br /><ul><li>Inbound link credibility (PageRank)
    33. 33. Optimize anchor text with keywords
    34. 34. Relevancy factor
    35. 35. Domain history
    36. 36. Trust factor</li></li></ul><li>3 C’s: Credibility<br />Building Credibility:<br /><ul><li>Content
    37. 37. Create great content people will want to link to
    38. 38. Submit your site & content
    39. 39. Directories – Dmoz, Yahoo
    40. 40. Press Releases – PRweb, I-Newswire
    41. 41. Social News – Digg, StumbleUpon
    42. 42. Article Submission
    43. 43. Utilize partnerships and talk to webmasters</li></li></ul><li>Case Study<br />Sands Whitewater & Scenic River Trips<br /> By executing a comprehensive SEO strategy complete with keyword research, competitive benchmarking and customized site optimization recommendations; Formic was able to produce the following SEO results for Sands Whitewater in just three months:<br /><ul><li>72% increase in organic website traffic from month 1 to month 3
    44. 44. Organic traffic generated qualified visitors; achieved the lowest bounce rate across all traffic mediums at 23.21% after three months</li></li></ul><li>Resources<br />Publications<br /><ul><li>http://www.seomoz.org/
    45. 45. http://searchengineland.com/
    46. 46. http://www.searchenginejournal.com/</li></ul>Local & Small Biz Publications<br /><ul><li>http://www.davidmihm.com/
    47. 47. http://www.screenwerk.com/</li></ul>Tools<br /><ul><li>http://www.google.com/webmasters/
    48. 48. https://siteexplorer.search.yahoo.com/
    49. 49. http://www.linkdiagnosis.com/</li></li></ul><li>About Formic Media<br />
    50. 50. Formic Services<br /> Formic Media’s search engine optimization (SEO) services offer small and local businesses the ability to generate visibility within “organic” search engine listings utilizing the SEO fundamentals and much more.<br /> Formic Media’s SEO process has been refined over 12 years and customized for small business.<br />
    51. 51. Formic Clients<br />
    52. 52. Up Next: Formic Media Seminar Series<br /> 8.11: PPC Fundamentals<br />In order to generate targeted leads, many small businesses are testing pay-per-click (PPC) advertising. Most companies use Google AdWords to target desirable search terms with specific text advertising, and only pay for each click (rather than impression). PPC advertising can be very cost-effective when managed properly, due to the ability to target keywords, specific geo-locations, messaging and landing pages. Unfortunately, many small businesses do not have the time or resources to effectively manage PPC campaigns, which can lead to very costly mistakes. The Formic team will walk you through PPC campaign research, planning, implementation and management. You will leave this seminar with sufficient knowledge of how to optimize your existing PPPC campaigns or create a new campaign from scratch.<br />
    53. 53. Questions & AnswersSEO Site Clinic<br />Contact:<br />Kent Lewis<br />www.formicmedia.com<br />503-260-6700| kent@formicmedia.com<br />

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