SEO Group Presentation 10/26/06

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SEO for Beginners

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  • SEO Group Presentation 10/26/06

    1. 1. SEO for Beginners October 26, 2006
    2. 2. Agenda <ul><li>Review Internet landscape </li></ul><ul><li>The difference between SEO & Paid Search </li></ul><ul><li>Basic fundamentals of SEO </li></ul><ul><li>Questions you need to ask </li></ul><ul><li>Web site critique </li></ul>
    3. 3. The Evolution of the Internet <ul><li>Information - (Dial up days - using the Net for pure info) </li></ul><ul><li>Distribution & Communication - (Dot com era - using the Net to buy) </li></ul><ul><li>Self Expression & Content Creation - a creative playground (Today!) Social Networking! </li></ul>
    4. 4. What’s HOT! <ul><li>Creating a dialogue with consumers </li></ul><ul><li>instead of a monologue! </li></ul>
    5. 5. What’s Sizzling! <ul><li>Google Video Ads http://www.nytimes.com/2006/05/23/business/media/23adco.html?ex=1306036800&en=0765a0e63df17ce8&ei=5090&partner=rssuserland&emc=rss </li></ul><ul><li> https://adwords.google.com/select/videoads.html </li></ul><ul><li>Google Video Blogs </li></ul><ul><li> http://googlevideo.blogspot.com/?utm_campaign=en&utm_source=en-ha-na-us-google&utm_medium=ha&utm_term=video%20blog </li></ul><ul><li>Podcasting </li></ul><ul><li>http://podcasts.yahoo.com/ </li></ul><ul><li>Local Search </li></ul><ul><ul><li>Google maps - http://local.google.com/ </li></ul></ul><ul><ul><li>Mobile Marketing - http://services.google.com/adwords/mobile_ads?sourceid=awo&subid=us-us-hseads </li></ul></ul>
    6. 6. Search Engine Market Share
    7. 7. The Search Engine Landscape How engines share info with each other!
    8. 8. SEO & Paid Search
    9. 9. SEO vs PPC <ul><li>SEO - little control </li></ul><ul><ul><li>Ranking </li></ul></ul><ul><li>PPC - total control </li></ul><ul><ul><li>Ranking </li></ul></ul><ul><ul><li>Landing pages </li></ul></ul><ul><ul><li>A:B Testing </li></ul></ul>
    10. 10. . 62% of search engine users click on links returned within the first page of search results. A full 90% of users click on links within the first three pages of search results. Why Is Page One Important?
    11. 11. Page One Rules! <ul><li>Google validates your web site and trademark to the searcher </li></ul><ul><li>Help prevent brand dilution </li></ul><ul><li>Outrank the competition </li></ul><ul><li>Increase sales and leads from natural listings </li></ul><ul><li>Close sales leads. All offline ad campaigns and tradeshows lead visitors to the corporate web site </li></ul>
    12. 12. What is SEO? <ul><li>T he process of optimizing your site for search engines and visitors . </li></ul>Search engines use millions of factors that determine the ranking of a site. (See the Google Patent for an example of details). People See Spiders See
    13. 13. SEO Fundamentals <ul><li>Keyphrases </li></ul><ul><li>Relevant content </li></ul><ul><li>Link popularity </li></ul><ul><li>URL History </li></ul><ul><li>Information Architecture </li></ul><ul><li>Meta data </li></ul><ul><li>Analytics </li></ul><ul><li>Measurement </li></ul><ul><li>ROI </li></ul>
    14. 14. Link Popularity Example
    15. 15. Link Popularity Tools <ul><li>Yahoo! Site Explorer - beta </li></ul><ul><li>http://siteexplorer.search.yahoo.com/search?ei=UTF-8&p=http%3A%2F%2Fwww.purevisibility.com&bwm=p&bwms=p </li></ul><ul><li>Google Webmaster Tools - beta </li></ul><ul><li>https://www.google.com/webmasters/sitemaps/indexstats?siteUrl=http%3A%2F%2Fwww.purevisibility.com%2F&hl=en </li></ul>
    16. 16. Google’s Mission Statement
    17. 17. Google Says… <ul><li>Give it to me straight! </li></ul><ul><li>http://www.google.com/support/webmasters/bin/answer.py?answer=35769 </li></ul>
    18. 18. Listen to your analytics!
    19. 19. Analyze Your Audience! <ul><li>http://www.quantcast.com/google.com </li></ul>
    20. 20. Ask Questions! <ul><li>CEO, Marketing & Sales </li></ul><ul><li>What are your web site goals? </li></ul><ul><li>What are your marketing & sales goals? </li></ul><ul><li>What are your business goals for the year? </li></ul><ul><li>How do you measure success for each? </li></ul><ul><li>Designer, Developer, SEO, IA, Copywriter </li></ul><ul><li>Do you understand my goals? </li></ul><ul><li>CMS? </li></ul><ul><li>More </li></ul>
    21. 21. THANK YOU!!! <ul><li>Please contact us with any questions or visit our site! </li></ul><ul><li>www.purevisibility.com </li></ul><ul><li>Linda Girard, Co-founder & Visionary </li></ul><ul><li>Recommended resources: </li></ul><ul><li>www.searchenginewatch.com </li></ul><ul><li>www.searchenginestrategies.com </li></ul><ul><li>www.findability.org </li></ul><ul><li>www.wordtracker.com </li></ul><ul><li>www.hitwise.com </li></ul>

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