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What you don't know about SEO CAN hurt you

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Slides from the Seminar of the same name.

Slides from the Seminar of the same name.

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  • Required Slide Enter the course number and title for your session on this slide. In the subtitle area, enter your presenter name. As you go through each slide, please enter custom session text for each bullet that is listed in blue font and then change the text to black font; or delete the bullet altogether. It’s a good idea to state the title of your session early and remind participants of any prerequisites, experience level, or other issues that might limit the session’s applicability for anyone. That way, participants can leave early to find a more appropriate session. Tips for Capitalization and Punctuation for all slides: Slide titles should be Title case – Every Major Word is Capitalized. Slide bullets can either be title case or sentence case. With sentence case, you punctuate the bullet like you would punctuate a sentence, capitalizing only proper names or titles. Construct all of your bullets consistently. If one bullet is a complete sentence, all bullets should be complete sentences. Alternately, all bullets could be phrases. Use periods with bullets only if the bullet is a complete sentence. The most important thing to remember is that you be consistent in your capitalization and punctuation. Ideally, you would be consistent across all slides, but at a minimum, use consistent capitalization and punctuation on any given slide.
  • Sometimes “old” marketing is referred to as outbound marketing. Inbound marketing uses many the tools we think of when we think of social media marketing
  • Since we are going to be talking about marketing today, let’s start with a common definition. Here is the definition of marketing that we will be using today. It’s really that simple. If you want a slightly more complex definition, we can say that marketing is getting someone with a specific need to know, like, trust, do business with, and refer you. The bottom line is people want to do business with people they like. In order to like you they have to know you and trust you. This definition to drive everything we do in our marketing. If you have a million dollar marketing budget, you can buy some Know, Like, and Trust. I’m going to go out on a limb and assume that most of the people on this call don’t have that kind of marketing budget, so in order to be effective we must be more systematic in how we approach marketing. So lets talk about a few fundamentals that go into creating a marketing system.
  • Recommended Slide A good introduction piques interest, sets expectations, and answers the question, “What’s in it for me?” Use this slide if you have particular issue(s) you need to cover about your session such as introducing guest speakers or roundtable participants, reminding participants of prerequisites or advanced content, explaining that this session is part of a multi-part session, explaining how you want to handle questions, etc. Alternately, you can use your Title slide or Learning Objectives slide for this purpose (and delete this Introduction slide). You can change the title from “Introduction” to something that better suits your slide content or delete this slide altogether. Remember sessions are short in length so introductions should be brief and cover only information pertinent to the presentation. Example: For a session about Crystal Report design, it might be relevant to describe a presenters’ consulting experience, but their Microsoft Certification is probably not relevant.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Optional slide You can include this slide if it would be helpful to define terms or explain basic concepts before getting into the details of your session: If different attendees tend to use different terminology for the same concept or activity, defining the term(s) that you will use or terms that are used in the software can help get everyone on the same page. If you find yourself referring to the same concept or term repeatedly throughout your presentation, it would probably be helpful to define/describe it early on in your session. If you plan to cover intermediate or advanced concepts during your session, you might want to establish a foundation during the early part of your session by briefly describing underlying concept(s) first (if you can do so briefly). Careful: If this session is classified as an intermediate or advanced session, be careful not to spend too much time on basic concepts and terms, which could frustrate your intermediate/advanced audience.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Optional slide You can include this slide if it would be helpful to define terms or explain basic concepts before getting into the details of your session: If different attendees tend to use different terminology for the same concept or activity, defining the term(s) that you will use or terms that are used in the software can help get everyone on the same page. If you find yourself referring to the same concept or term repeatedly throughout your presentation, it would probably be helpful to define/describe it early on in your session. If you plan to cover intermediate or advanced concepts during your session, you might want to establish a foundation during the early part of your session by briefly describing underlying concept(s) first (if you can do so briefly). Careful: If this session is classified as an intermediate or advanced session, be careful not to spend too much time on basic concepts and terms, which could frustrate your intermediate/advanced audience.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Required Slide (One Slide per Main Topic) At least one content slide is required unless your entire session is taught from within the software. Insert a new title on each content slide that you use in your presentation – something specific to the information you want to speak about when this slide is on the screen. Ideally, you will have one content slide for each of your major session topics and use this slide to transition to that topic or as an intro/transition to introduce the next feature you will demonstrate in the software.
  • Transcript

    • 1. What you think you know about SEO can hurt you Hosted by Leading Results
    • 2. Agenda
      • Introductions
      • Why We Host These
      • Main Presentation
    • 3. Leading Results Overview
      • Marketing services firm – coaching and consulting
        • 1:1 Coaching, Group Coaching
        • Fractional VP of Marketing
        • Social Media Coaching and Learning
        • Referral Marketing Coaching and Classes
      • Authorized Duct Tape Marketing coaches
      • Offices in Boston and Philadelphia
      • Clients throughout North America
      • We help our clients stop wasting money on marketing that does not create results
    • 4. Why do we do these seminars?
      • Marketing has fundamentally changed
      • Better informed prospects make better customers
      From: Outbound (Prospecting, Hunting, Interrupting) To: Inbound (Attracting, Educating, “Getting Found”) Print Ads Blogs, e-books, white papers Radio Ads Podcasts Television Ads Videos Tradeshows Webinars Cold Calling Search Engine Optimization E-mail Blasts RSS, Feeds
    • 5. Marketing is…
      • Getting someone, who has a need, to know, like and trust you….
      • So that they will try, buy, repeat purchase and refer you and your organization.
    • 6. Introduction
      • Steve Kinney
        • President and founder of Search Optimizers
        • High-end SEO service for 13 years
        • Priced so small companies can afford
    • 7. Learning Objectives
      • What is SEO?
      • Why is SEO important?
      • What affects ranking?
      • What are effective SEO Strategies?
      • How to employ an effective SEO campaign?
    • 8.  
    • 9. How do search engines work?
      • Spiders (a.k.a. robots)
        • Always running... 24 x 7 x 365
        • Visit frequency… hourly, daily, or weekly
        • Purpose… to maintain the freshest content
    • 10. How do search engines work?
      • Index database – Google stores over 100 billion web pages
    • 11. How do search engines work?
      • Algorithm
    • 12. White hat vs. black hat SEO
    • 13. Learning Objectives
      • What is SEO?
      • Why is SEO important?
      • What affects ranking?
      • What are effective SEO Strategies?
      • How to employ an effective SEO campaign?
    • 14. Why is SEO important?
      • What is happening
      • Why it is happening
      • The rest of the story
    • 15. What is happening?
      • Tighter marketing budgets are limiting choices
    • 16. Why is it happening?
      • Lower cost of sales
    • 17. And now, the rest of the story…
      • Technology puts consumers in control
        • Push marketing
          • TV  TIVO
          • Talk radio  Pod casts
          • Newspaper ads  Online news  Ad blockers
        • Pull marketing
          • Yellow pages  Online yellow pages  Search Engines
    • 18. 3 parts to an effective Internet Marketing campaign
      • Getting the right people to your website
      • Converting some % of the visitors
      • Growing your relationship over time
    • 19. Not all visitors are created equal
      • 2 types of web site visitors
        • Browsers
          • Ex. - Reading a blog or twitter posts
          • Link, link, link, link
        • Searchers
          • Type in a specific phrase, click search
    • 20. Difference in value of browsers vs. searchers
        • Intent
    • 21. Learning Objectives
      • What is SEO?
      • Why is SEO important?
      • What affects ranking?
      • What are effective SEO Strategies?
      • How to employ an effective SEO campaign?
    • 22. What affects ranking (dispel myths)?
      • Quality of traffic
      • Links to your site
      • Quantity of traffic
      • How your site is built
      • How long your site has been registered
      • Frequency of updates to your site
      • Size of your website
      • …… Hundreds of factors
    • 23. Quality of traffic
      • Visitor comes to your site and stays for 6 seconds – BAD
      • Visitor comes to your site and stays for 60 seconds – GOOD
      • Visitor comes to your site and stays for 6 minutes – GREAT!
    • 24. Links to your site
      • Organic is key
      • Circular linking has almost no value
      • Using social media sites like Twitter to link has no SEO value
        • Anchor attribute rel="nofollow“
      • Link weighting has been devalued in the last few years
      • Example: IDAHollywood.com vs. Juilliard.edu (dance school)
      • Example: SouthBayFord.com vs. automotive.com (ford dealer)
    • 25. Quantity of Traffic
      • Alexa.com
    • 26. How your site is built
      • Use unique page names
        • Not:
      • Session IDs should be managed in cookies, not URLs
      • Use HTML links, not AJAX links
      • Create a sitemap.xml and put that name in robots.txt
    • 27. What adversely affects ranking?
      • Text displayed graphically
      • Linking to a link farm
      • Redirecting using refresh meta tags
      • Manipulative cross linking
      • Keyword stuffing
      • Keyword dilution
      • Cloaking
      • Over optimization
    • 28. Spamming
      • Use these techniques and you get put in the penalty box
    • 29. Search Engine Spamming
      • Anything that tries to display different results to the spiders
        • White text on white background
        • Cloaking
      • Outlier densities
        • Use of keyword much more frequent than competition
        • Use of SEO techniques much more frequently than competition
      • Link farming
    • 30. Learning Objectives
      • What is SEO?
      • Why is SEO important?
      • What affects ranking?
      • What are effective SEO Strategies?
      • How to employ an effective SEO campaign?
    • 31. Goal determines strategy
      • What is the end goal of an Internet Marketing campaign?
        • Hits – no
        • Conversions – not usually
        • Sales – optimize for this result
    • 32. Maximize sales
      • Where to optimize: ingestion or conversion rate?
        • 200 visitors per month  4 conversions  1 sale
        • Optimize conversion rate:
          • 200 visitors per month  8 conversions  2 sales
        • Optimize ingestion rate:
          • 2000 visitors per month  40 conversions  10 sales
    • 33. Strategy #1: Focus
    • 34. Strategy #1: Focus
      • Search engines prefer focused sites
      • The greater your SE credibility, the less you need to focus
    • 35. Strategy #2: Not too hard, not too soft, just right
    • 36. Strategy #2: Not too hard, not too soft, just right
      • Too hard
        • No value going from 800th to 50th
        • Lost time
      • Too soft
        • Leaving $$ on the table
        • Allows competition to gain momentum faster
    • 37. Strategy #3: Establish/leverage a beachhead
    • 38. Strategy #3: Establish/leverage a beachhead
      • Find some phrases to begin the SEO process
      • As you get those ranked, go after more
      • … because if you add too fast and prior phrases will drop
    • 39. Strategy #4: Momentum
    • 40. Momentum example - Space Shuttle
      • Solid Rocket Boosters
        • 3,000,000 lbs thrust, 2 minutes, 25 miles
      • Main Engines
        • 400,000 lbs thrust, 8.5 minutes, 794 miles
      • Orbital Maneuvering System
        • 6,000 lbs of thrust, 2 weeks, 5M miles
    • 41. Search Engine Momentum = Search Engine Credibility
      • It explains why a new page on Wikipedia will rank much higher than the exact page on a brand new domain.
      • Some indicators of a site’s SE cred are:
        • Alexa number
        • Links to your site
        • Google PR
        • # of pages indexed for a site
    • 42. Search Engine Credibility
      • Why is search engine credibility important
        • The keyword phrases (KPs) you pick should be relative to the SE cred you currently have
        • If you pick KPs that are out of your SE cred league, even the most up-to-date SEO techniques will be useless
        • If you target KPs that are way lower than your current SEO cred, you are leaving money on the table
    • 43. Strategies in action
      • South Bay Ford
        • #1 Focus: 6 Initial KPs
        • #2 Not too hard…: Locale based KPs
        • #3 Establish/leverage a beachhead: Once 6 KPs ranked, targeted 11 KPs
        • #4 Momentum: Now targeting much higher value KPs such as ‘Ford Dealer’
    • 44. Learning Objectives
      • What is SEO?
      • Why is SEO important?
      • What affects ranking?
      • What are effective SEO Strategies?
      • How to employ an effective SEO campaign?
    • 45. What are the steps to get started?
      • Choosing a focused set of valuable Keyword Phrases (KPs)
      • Getting ranked high for valuable KPs
      • Staying ranked high for valuable KPs
      • If done correctly, SEO is often the lowest cost form of lead generation
    • 46. 3 step process for choosing KPs
      • Choosing a focused set of valuable Keyword Phrases (KPs)
      • 3 step process for picking KPs
        • Brainstorm
        • Sort
        • Filter
    • 47. 3 step process for choosing KPs
      • Step 1 – Brainstorm
        • Think about your ideal client
        • What might they be searching for when looking for a product or service like yours?
        • “Be the buyer”
        • Build as large a list as possible
    • 48. 3 step process for choosing KPs
      • Step 2 – Sort
        • Use tools like Digital Point or Word Tracker
          • http://www.digitalpoint.com/tools/suggestion (Free)
          • http://www.wordtracker.com/ ($$)
          • https://adwords.google.com/select/KeywordToolExternal (Free)
        • Sort first by # searches per day
        • Then adjust by gut feeling and relative probability of sale
    • 49. 3 step process for choosing KPs
      • Step 3 – Filter
        • Using the following Search Engine Credibility Indicators
          • Google Page Rank
          • Alexa Number
          • Links to your site
          • Pages indexed for your site
        • Use these numbers as a baseline to compare against other sites
    • 50. What to do after picking keyword phrases?
      • Making your website SEO friendly
        • Each page on your site has its own page name
        • Create a sitemap.xml and put that name in robots.txt
        • Any text contained in flash components should be moved out into html
        • Make sure your CMS allows page level updates for all html <head> components
        • Session IDs should be managed in cookies, not URLs
        • Use HTML links, not AJAX links
    • 51. What to do after picking keyword phrases?
      • Now I’ve found phrases…
        • Add the KPs to your meta-tags
        • Use the KPs frequently in the text of your home page
        • Build a subpage specific to each phrase
        • Measure results
        • Try new ideas
        • Shampoo, rinse, repeat
    • 52. Types of SEO campaigns
      • In-house – very difficult to find non-competitive KPs
      • Outsource
        • Once and out (aka “hit and run”)
        • Long term contract
        • Pay as you go
    • 53. How do I decide on an SEO service provider?
      • Ask each SEO firm for 3 reports showing:
        • Website optimized
        • Keyword phrases targeted
        • Positions for each in major Search Engines
      • Share each of these reports with the other SEO firms
      • Make the SEO firms explain the differences
        • More/less aggressive phrases
        • More/less lucrative markets
      • Call the companies for first hand account of effect on their business
    • 54. Summary
      • Identify the keyword phrases you should be ranked for based on your current Search Engine Credibility
      • Begin targeting your site for those phrases
      • Enlist the help of a professional if you can’t find enough phrases in your credibility range
    • 55. Special Offer
      • Free Offer
        • Initial KP analysis (20-30 minute phone call)
        • Within 3-5 business days we will deliver a report that shows
          • Your rankings for KPs that are frequently searched
          • Proposal with pricing for our service
        • Call Steve Pitchford 949.389.9503
        • [email_address]
    • 56.  

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