2009 MHEDA Convention Search Engine Optimization

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Mark Juelich\'s Website Optimization presentation at the 2009 MHEDA Convention

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2009 MHEDA Convention Search Engine Optimization

  1. 1. Powerful Positioning Website Optimization – A Call to Action MHEDA’s 54 th Annual Convention • May 2-6, 2009 • Palm Desert • CA Mark Juelich Executive Director American Warehouse Systems
  2. 2. The Smart Road to Success <ul><li>In our current economic situation we must find ways to increase sales without burdening the bottom line. </li></ul><ul><li>We must market our companies smarter and increase the ROI of every advertising dollar. </li></ul><ul><li>Our existing customer base has decreased spending significantly. Now is the time to extend our reach. </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  3. 3. The Smart Road to Success <ul><li>The answer is utilized by 220 billion Americans virtually every day. </li></ul><ul><li>The internet is the fastest growing channel in the history of media. </li></ul><ul><li>Search Engines are the windows through which 92% of users view the world wide web. </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  4. 4. Get Out There <ul><li>With a little help, your company can maximize advertising dollars. </li></ul><ul><li>You can reach hundreds of thousands of potential clients every year. </li></ul><ul><li>With the right tools and talent, any company can be successful in internet business. </li></ul><ul><li>The secret is working smart. </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  5. 5. Presentation Objectives <ul><li>Alert MH Companies to the Importance of an Internet Presence </li></ul><ul><li>Discuss Current Search Environment </li></ul><ul><li>Give Tips on Contracting to / Hiring Search Engine Optimization Professionals </li></ul><ul><li>Provide “How To’s” to Get Started </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  6. 6. Presentation Outline <ul><li>Understanding Your Target Market </li></ul><ul><li>Understanding Search </li></ul><ul><li>What is Search Engine Optimization? </li></ul><ul><li>How Can I Find Help? </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  7. 7. Understanding Your Target Market MHEDA’s 54 th Annual Convention • May 2-6, 2009 • Palm Desert • CA If you can’t see the target, chances are you aren’t going to hit it.
  8. 8. Understand Your Target Market <ul><li>Who is your target market? </li></ul><ul><li>Why are they a fit for your company? </li></ul><ul><li>You can’t be everything to everyone, focus your efforts. </li></ul>
  9. 9. Your Target Market <ul><li>How do they procure MH equipment? </li></ul><ul><li>What types and combinations of MH equipment do they buy? </li></ul><ul><li>What online sources do they use to find vendors? </li></ul><ul><li>What do they call the MH equipment they own? </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  10. 10. Understanding Search MHEDA’s 54 th Annual Convention • May 2-6, 2009 • Palm Desert • CA Search Engines are today’s conduit to higher profits.
  11. 11. Understanding Search <ul><li>The internet is the fastest growing channel in the history of media. </li></ul><ul><li>Search is the fastest growing marketing segment of the internet. </li></ul><ul><li>72.5% of US population use the internet </li></ul><ul><li>92% of US internet users start all online research with a search engine. </li></ul>
  12. 12. Understanding Search <ul><li>The Big Three (Google, Yahoo and MSN) comprise roughly 95% of all search. </li></ul><ul><li>Google (a ten year old company) grossed $21.8 billion dollars in 2008. </li></ul><ul><li>Internet marketing is big business. </li></ul><ul><li>Every MH company should be well versed in online search. </li></ul>
  13. 13. Search Engine Market Share 2007 Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  14. 14. Search Engine Market Share 2009 Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  15. 15. Search Engine Standings <ul><li>Google is the undisputed leader in online search. </li></ul><ul><li>Google now controls ¾ of all internet search results in the world. </li></ul><ul><li>Yahoo leads in online services but is distant second in search. </li></ul><ul><li>…And the rest. </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  16. 16. Search Engine Standings <ul><li>MSN controls about 11% of search. </li></ul><ul><li>MSN uses an algorithm similar to Google </li></ul><ul><li>Ask, AOL and all the others comprise the last 5% of search. </li></ul><ul><li>Specialty search engines like Business.com and others are strong for Material Handling. </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  17. 17. What is Search Engine Optimization? MHEDA’s 54 th Annual Convention • May 2-6, 2009 • Palm Desert • CA How will they find me on the Internet super highway?
  18. 18. Search Engine Optimization <ul><li>“Search Engine Optimization (SEO) is the art and the science of getting a website to appear prominently in organic search engine results when a search submits a query relevant to that website.” </li></ul><ul><ul><ul><li>- Rebecca Lieb 2009 </li></ul></ul></ul><ul><li>“What?” </li></ul><ul><ul><ul><li>- Probably You 2009 </li></ul></ul></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  19. 19. What is Search Engine Optimization? <ul><li>Attracting Spiders and Crawlers </li></ul><ul><li>Build a Strong Foundation </li></ul><ul><li>Balance Between Search Engines and Searchers </li></ul><ul><li>Keyword Research </li></ul><ul><li>Link Building </li></ul><ul><li>Content Management </li></ul>
  20. 20. Attracting Spiders and Crawlers <ul><li>Spiders, Robots and Crawlers are Automated Scripts </li></ul><ul><li>A Search Engine uses Spiders to Create their Index </li></ul><ul><li>Search Accesses Current Index NOT the Internet. </li></ul><ul><li>Good SEO Attracts Spiders – Eases Website Crawl </li></ul>
  21. 21. Build a Strong Foundation <ul><li>Professional Looking Website </li></ul><ul><li>Navigation That is Easy and Simple </li></ul><ul><li>Clean, Well Written Text – No Typos! </li></ul><ul><li>Sharp, Clear Images </li></ul><ul><li>Information Your Target Needs </li></ul><ul><li>A Call to Action! </li></ul>
  22. 22. Balance Between Search Engines and Searchers <ul><li>Spiders Can Only Read Code </li></ul><ul><li>Humans Read Content </li></ul><ul><li>Your potential customers are at odds with search engines. They typically aren’t interested in, nor do they read the same information the same way. </li></ul><ul><li>To be successful online you need to sell yourself twice. </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  23. 23. Keyword Research <ul><li>Discover Keyword Phrases Your Target Market Uses to Locate Equipment </li></ul><ul><li>Don’t Assume Your Keywords are Their Keywords </li></ul><ul><li>Create a Basic List </li></ul><ul><li>Expand the List Through SEO Efforts </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  24. 24. Google’s Algorithm Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  25. 25. Link Building <ul><li>Search engine spiders view inbound links as votes and determine page relevance from quality and number of links. </li></ul><ul><li>Link building is the practice of increasing the number of quality links to pages within your website. </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  26. 26. Link Building <ul><li>High quality links are generally text links that use your keyword phrase and originate from pages that have the same theme or similar content as your site. </li></ul><ul><li>Spiders Can’t Distinguish Between Internal and External Links </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  27. 27. External Link Building <ul><li>Inbound Links That Originate Outside Your Site </li></ul><ul><li>Seek Out Co-Citations From Leaders in Your Keyword Phrases </li></ul><ul><li>Sort the Quality Links From All Other Links </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  28. 28. External Link Building <ul><li>Approach the Owners of the Quality Links and Ask (Buy?) a Link </li></ul><ul><li>Google Frowns on Purchased Links…So? </li></ul><ul><li>Don’t Forget the Directories </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  29. 29. Internal Link Building <ul><li>Inbound Links That Originate From Another Page on Your Site </li></ul><ul><li>Utilize Keyword Rich Text Links When Possible </li></ul><ul><li>No More Than Four Links From Any Page to The Same Page </li></ul><ul><li>Be Aware of Topic / Reputation Relationship </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  30. 30. Misc. Link Building <ul><li>Participate in Industry Blogs </li></ul><ul><li>Write Articles for Online Publications and RSS Feeds </li></ul><ul><li>Provide “Valuable” Resources </li></ul><ul><li>Volunteer and Donate to Good Causes </li></ul><ul><li>.org and .edu have more link juice than .com </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  31. 31. Content Management <ul><li>Utilize Page Specific, Keyword Rich Tags and Text </li></ul><ul><li>Strong, Unique Title Tags are a Must! </li></ul><ul><li>Description Tags Direct Advertisement to Potential Client </li></ul><ul><li>Media Files Strong Names, Alt Attribute, Captions </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  32. 32. Content Management <ul><li>No More Than Three Related Keyword Phrases to a Page </li></ul><ul><li>4%-7% Keyword Frequency </li></ul><ul><li>Keywords Should be in First 100-200 Words </li></ul><ul><li>Keyword Phrases in Headings </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  33. 33. Content Management <ul><li>Avoid Splash, Flash and Frames </li></ul><ul><li>Use CSS and Avoid JavaScript </li></ul><ul><li>Avoid Duplicate Content </li></ul><ul><li>Never Present Text as a Graphic </li></ul><ul><li>Create an XML Site Map </li></ul><ul><li>Call to Action! </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  34. 34. Any Questions? MHEDA’s 54 th Annual Convention • May 2-6, 2009 • Palm Desert • CA
  35. 35. There is Help Out There. MHEDA’s 54 th Annual Convention • May 2-6, 2009 • Palm Desert • CA Walking Through the Minefield to Pick the Rose.
  36. 36. Ongoing SEO is…Ongoing <ul><li>Gravel Roads to Super-Highways; Both Need Maintenance </li></ul><ul><li>Most SEO Projects Are Actually Many Small Projects </li></ul><ul><li>Search is Constantly Evolving </li></ul><ul><li>Search Engines Change How They Crawl and Index Sites </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  37. 37. Why Do I Need Ongoing SEO? <ul><li>Your Target Market Uses the Internet to Find Equipment </li></ul><ul><li>The Economy Requires You to Reach Out Farther </li></ul><ul><li>Long Term Pay Per Click Advertising Is Expensive </li></ul><ul><li>Your Competitors are Using SEO to Eat Your Lunch </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  38. 38. Avoid Bad SEO <ul><li>Bad SEO Prey on the Ignorant </li></ul><ul><li>Ongoing Invoices Not Ongoing SEO </li></ul><ul><li>You Usually Get What You Pay For </li></ul><ul><li>Stay Clear of “Black Hat” Techniques </li></ul><ul><li>Insist on and READ the Contract </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  39. 39. Questions to Ask SEO <ul><li>How long have you been doing SEO? </li></ul><ul><li>How do you keep up with current trends? </li></ul><ul><li>What is your experience with material handling companies? </li></ul><ul><li>Are your optimization tactics within search engine guidelines? </li></ul><ul><li>How will you research my target market? </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  40. 40. Questions to Ask SEO <ul><li>What are some successful SEO strategies you employ? </li></ul><ul><li>What are your criteria for choosing keyword phrases? </li></ul><ul><li>How do you handle link building? </li></ul><ul><li>How do you track success? </li></ul><ul><li>Do you provide reporting? </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  41. 41. The Smart Road to Success <ul><li>In our current economic situation we must find ways to increase sales without burdening the bottom line. </li></ul><ul><li>We must market our companies smarter and increase the ROI of every advertising dollar. </li></ul><ul><li>Our existing customer base has decreased spending significantly. Now is the time to extend our reach. </li></ul>Powerful Positioning MHEDA’s 54 th Annual Convention • May 2-6, 2009 • www.mheda.org
  42. 42. Any Questions? MHEDA’s 54 th Annual Convention • May 2-6, 2009 • Palm Desert • CA
  43. 43. Powerful Positioning Thank You MHEDA’s 54 th Annual Convention • May 2-6, 2009 • Palm Desert • CA Mark Juelich Executive Director American Warehouse Systems

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