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Search Engine Optimization And Online Marketing
 

Search Engine Optimization And Online Marketing

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The Internet is a powerful tool, especially for marketing your business. Learn the basics in what online tools are available for small businesses to market their business, how Search Engine ...

The Internet is a powerful tool, especially for marketing your business. Learn the basics in what online tools are available for small businesses to market their business, how Search Engine Optimization can work for you and some tips for managing it all.

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    Search Engine Optimization And Online Marketing Search Engine Optimization And Online Marketing Presentation Transcript

    • Sigma Free Presents… Search Engine Optimization and Keys to Online Marketing Sponsored by: Moe Technologies Provided by Sigma College of Small Business, Inc.
    • Sponsored by: Introductions Keynote Topic Search Engine Optimization And Keys to Online Marketing Our Sponsor: Moe Technologies Break – Refreshments and Networking Ask  Questions  Keynote Conclusion Any Time Search Engine Optimization And Keys to Online Marketing Search Engine Optimization and Keys to Online Marketing 2 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: Online Marketing Banner Ads EMail Advertising Build Yourself Web Site Contract Search  Social  Engine  Networking Optimization Search Engine Optimization and Keys to Online Marketing 3 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: Online Marketing Banner Ads EMail Advertising Build Yourself Web Site Contract Search  Social  Engine  Networking Optimization Search Engine Optimization and Keys to Online Marketing 4 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: Why Use It? Online and Search Engine Marketing • 8.089 billion searches in Sept 08 Source: Nielson Online  – That’s about 100 billion searches a year! • Over 1 billion local searches every month Source: WebVisible/Nielsen NetRatings, Sept 2007 • Search Engines are the #1 resource used by consumers looking  for products and services from local businesses Source: WebVisible/Nielsen  NetRatings, Sept 2007 • 78% have used the internet to research a product or service  online before purchasing it offline.  Source: WebVisible/Nielsen NetRatings, Sept 2007 • 85% of people agree the quality of a business owner’s website is  an important factor in earning the consumer’s trust. Source: WebVisible/Nielsen NetRatings, Sept 2007 Information as collected and originally presented by RevBuilders Marketing Search Engine Optimization and Keys to Online Marketing 5 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: Online Marketing Three Benefit Categories • Online: Related to the internet, web or email • Marketing:  Generating Profitable Revenue Communication Distribution • Reach is Incredible! • Downloadable products – 2 B Worldwide • Online Delivery (Education) – Over 70% of US Adults • Direct Distribution (Clearinghouse) • Rate is Flexible – Manage the number of  impressions • High Impact Efficiencies – Precise Targeting • Reduce Cost – User Interactivity • Orders / Sales • Tracking  • Support – Inexpensive, Simple and Accurate • Follow‐up Search Engine Optimization and Keys to Online Marketing 6 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: The Online Marketing Spectrum Where are You? Exclusive Centric Integrated Support Marketing Presence One Page No Site Business  Directory Only Search Engine Optimization and Keys to Online Marketing 7 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: Online Marketing Choices Key Areas to Address Email Advertising • Many Options • Direct marketing • Standard Rules  • Utilize Interactivity Apply • Tech Advantages Web Site • Rate, Reach, Impact • Basis for Online Marketing • Other choices drive traffic SEO • Ensure it meets your  Online  • DIY Effectiveness objectives • Qualify  Networking “Professionals” • Social Networking • Search Like  • Blogging Customer Search Engine Optimization and Keys to Online Marketing 8 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: Online Marketing Choices Key Areas to Address Email Advertising • Many Options • Direct marketing • Standard Rules  • Utilize Interactivity Apply • Tech Advantages Web Site • Rate, Reach, Impact • Basis for Online Marketing • Other choices drive traffic SEO • Ensure it meets your  Online  • DIY Effectiveness objectives • Qualify  Networking “Professionals” • Social Networking • Search Like  • Blogging Customer Search Engine Optimization and Keys to Online Marketing 9 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: • Organic Search Results • Based on search engine “crawl” • relevance of site to search phrase • “Sponsored Links” • “Sponsored Links” • Positioned using  • Premium position by buying premium key phrases normal adwords • Improve position  with more click  through and  relevancy Search Engine Optimization and Keys to Online Marketing 10 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: Sponsored by: Search Engines Two Approaches Search Engine Optimization (SEO) • Organic results of search • Preferred Method for Generating Web Traffic – Credibility – More likely “click” • Goal is first page SE listing – ON MOST LIKELY SEARCH PHRASES! Search Engine Marketing (SEM) • Paid results of search • Title and Description are critical • Bid on and pay for key words – Amount based on key word popularity • Positioning based on amount paid and relevance Search Engine Optimization and Keys to Online Marketing 11 Copyright 2010 Sigma College of Small Business, Inc.
    • Sigma Free Presents… Search Engine Optimization and Keys to Online Marketing Sponsored by: Moe Technologies Provided by Sigma College of Small Business, Inc.
    • Sponsored by: SEO Check List • Title tag, 2‐3 keywords, Company, Location – 60 to 65 chars • Meta Description – describe what is on the page • Homepage – keyword based text 350 to 500 words • Google Analytics, free & setup for weekly reports • H1 & H2 tags more important then text, use keywords • Address, Phone #, Email, Contact form & Map • Areas served, counties and communities on homepage • Add keywords to all images (alt=) and href links (title=) • Robots.txt & sitemap.xml files control search engines Search Engine Optimization and Keys to Online Marketing 13 Copyright 2010 Sigma College of Small Business, Inc.
    • Sigma Free Presents… Search Engine Optimization and Keys to Online Marketing Sponsored by: Moe Technologies Provided by Sigma College of Small Business, Inc.
    • Sponsored by: The Online Marketing Strategy Establish  Drive Traffic Sale, Delivery  Web Site • Align Marketing  • Desired Steps in  Channels and Follow‐up Sales Process • Utilize Multiple  • Smooth Motion  • Searchable and  Communication  Through Sales  Relevant Channels Process • Integrated with  • Establish and  • Ensure Customer  Marketing  understand  Receipt Message tracking  • Communication is  mechanisms Critical Search Engine Optimization and Keys to Online Marketing 15 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: Social Networking What is it and where does it fit? • Communication Channel – Flexible communication platform – High interactivity potential – Variety of social networking sources – Social Networking is “near real time” • Must stay current to be relevant • Part of the Integrated Marketing Strategy – Determine the fit as you learn – Choose the platforms that are most affective – Plan for the time demand to stay current Sponsored by: Search Engine Optimization and Keys to Online Marketing 16 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: Steps to Improve Online Marketing • Determine Your Online Strategy – Where SHOULD you be on the spectrum – Additional Revenue Sources Available? • Build Foundation and Work Up – There is a lot you could do... ...but only so much you CAN do now • Prioritize on a Sound Marketing Plan – Same marketing principles apply online Search Engine Optimization and Keys to Online Marketing 17 Copyright 2010 Sigma College of Small Business, Inc.
    • Sponsored by: Sigma College of Small Business • Upcoming SigmaFree Classes Critical Business  – 3/16 – Using Quickbooks for Better  Areas Decision Making Strategy and Planning – 3/23 – Spread the Word! Get More with  Marketing and Sales Integrated Marketing Accounting and  Finance • Focus Workshop Operations and  – 3/30 – You Can Leverage the Online  Quality Social Network Leadership and  • 10am – 2pm, $199 Administration Technology and  Innovation Dedicated to the Learning Needs of Small Business! 18 Copyright 2010 Sigma College of Small Business, Inc.