Traditional marketers have many misconceptions about Search Engine Optimization (SEO). I tried to explain these misconceptions many times and often found myself an interpreter between marketing and IT. This presentation is specifically created for traditional marketers; it uses the most easy to explain approach from my experience and does not include any technical nuances.

1. Search Engine Optimization (SEO) for traditional marketers Overview

3. What is Search Engine Optimization (SEO)? Search Engine Optimization is optimizing marketing programs for a new audience – a search engine spider Search Engine Optimization has a technical element, but it is a marketing initiative that involves much more than a web site Common misconception: “SEO is something IT does with the Web site when everything is completed…” It would be similar to “Brand is something designers do when they design an ad…” Spider is a program that automatically indexes Web content. The index is used to find the most relevant information on the Internet Spider can be considered a very knowledgeable friend that can always find needed information

5. Universal Search We should optimize everything (Spider is not concentrating on Web sites only) Sponsored Links (advertisement you can buy; spider is not involved) Organic (listing you can not buy; based on “spider work”) Videos News Twitter Social Networks (MySpace, Facebook) Blogs Books

6. Targeting different audiences Audiences Web Site Interactive Marketing Channels Blog Press Release Micro Site

7. Considering that we are “customer centric…” Spider influences every audience that uses search engines We should optimize everything based on the key phrases each audience would use Web Site Blog Press Release Micro Site Web Site Press Release Blog Micro Site

9. Search Engine Optimization process All of it should work together – Optimization is not a campaign – it is an approach; it is a permanent activity; a “state of mind” Audience: how they search? keyword research Based on research: Site structure Based on research: Site copy Building the site – Based on research: Tags, internal links Based on research: External links, PR, etc. Web site or micro site Social media Audience: how they search? keyword research Based on research: copy / file names / tags Based on research: links Press release Audience: how they search? keyword research Based on research: title and copy Based on research: links

10. Keyword Research Research Keywords that your target audience is using to find your product Learn more: very concise article about keyword research https://adwords.google.com/select/KeywordToolExternal (Google only - about 73% of US online search volume) Example – chocolate covered cherry Key phrases used in Google searches Last month search volume on Google Google search trends over last year Plural is more popular Highest search volume is in December

11. Web site optimization - copy This easy to understand example is from http://www.stomperblog.com/ You found key phrases that your prospects use; now these words need to be available for the Spider (become part of Web site copy). Important: do not use “keyword staffing” just adding keywords into the text, use keywords and other relevant words. Key word example: pasta SHOULD BE BETTER If you are looking for pasta , you came to the right place… Pasta blah blah… pasta pasta … blah blah, pasta … I love pasta ! Nothing makes me happier than cooking some Macaroni and Cheese in my kitchen . Even though I am sensitive to carbohydrates , there are some great pasta companies, like Dreamfields who makes low-carb Spaghetti , Linguini , and Angel Hair . If you are interested in gourmet cuisine , then this pasta will bring the flair of an Italian meal (with high fiber ) in a flash.

13. Web site optimization – copy (title and description tags) Search results your prospect/customer could see Code your prospect/customer would not see (to view the code, right-click on the web page and select “view source”) Title tag Could be description tag Title tag Description tag

14. Web site optimization – copy (title and description tags) If your content management system allows changing title tags and descriptions, you can do it. If not, ask site developers. You can always verify title tags and descriptions in the code ;-) Title tag is also visible on the page Key phrase Company name or brand

15. Web site optimization – internal links Your site Determine which page should be optimized as a search landing page and link key phrase from other pages to it (business decision) Create “clusters” of key phrase links leading to the targeted page Dark Chocolate Dark Chocolate Dark Chocolate Dark Chocolate Dark Chocolate Dark Chocolate

16. Web site optimization – external links Something about dark chocolate Dark chocolate Dark chocolate Your site Your Press Release (optimized!) In Business Wire (for example) Your blog (optimized!) Dark chocolate Dark chocolate Dark chocolate Ask for links (or create them) from other sites with similar content, articles, social sites, trade associations, etc.

17. Press Release Optimization Lorem ipsum dolar sit amet, Chocolate Covered Cherries et dolore magn trud exercitation ullamcorpor susc vel eum irure dolor in reprehende dolore eu fugiat nulla pariatur. At lupatum delenit aigue duos dolor tempor sunt in culpa qui officia d dereud facils est er expedit distinc peccand quaerer en imigent cupidat. Cherries, Covered with Dark Chocolate ad quam vis vadisen vlavis confecs nis revinc tae. Ietm hae magnitu dine for super oper mari aggere. Oppidi his mowni bus suifs fortunis desp erate coe Chocolate Gourmet se rursus isdem opport unitel rursus isdem opport loci defen porti busi. Navigandi ad nunc. Que neque pedibus ipsorum, naves ad hunc mod arm aeque, erant fere situs oppi dorum ut facilus. Vada ac desussum aestus exipe aditurn habere ex alto. Oppidi his mowni bus suifs fortunis Cherry recipei ban ibi se rursus isdem Dark chocolate candy isdem opport loci defen porti busi. Situs era eod oppi dorum, ut posta. Lorem ipsum dolar sit amet, cons incidunt ut labore et dolor tempor sunt in culpa qui officia d dereud facils est er expedit distinc peccand quaerer en imigent cupidat. Chocolate Covered Cherries – the rest of the title of the press release Research key phrases Use key phrase as close to the beginning of the title as possible Optimize the release copy Link appropriate key phrases to the page of the site with the same topic or product Use advanced opportunities, such as Business Wire Smart Press Releases Chocolate Covered Cherries (page Inside your main site )

20. Questions