Search Engine Optimization (SEO) Training May 13, 2009

Introduction SEO works well when implemented correctly SEO is direct marketing vehicle, not paid advertising SEO is: 80% marketing 20% technical website factors

SEO works well when implemented correctly

SEO is direct marketing vehicle, not paid advertising

SEO is:

80% marketing

20% technical website factors

Topics to Cover Pre SEO Tips Site Structure The Importance Website Content Keyword Research On Site Optimization Relevant “Trust Factor” Link Building Measurability of SEO SEO Service Providers

Pre SEO Tips

Site Structure

The Importance Website Content

Keyword Research

On Site Optimization

Relevant “Trust Factor” Link Building

Measurability of SEO

SEO Service Providers

Step 1: Pre-SEO Tips What are the goals of your site? Research first, implement later Series of questions must be answered prior to SEO launch Do you want sales or leads? Who is your audience? Who is your competition?

What are the goals of your site?

Research first, implement later

Series of questions must be answered prior to SEO launch

Do you want sales or leads?

Who is your audience?

Who is your competition?

Questions to ask yourself Do you want sales or leads? What is our conversion metric? How do you convert on your site? Are you looking for someone to purchase a product or do you want them to submit their information to you? Are you waiting for your phone to ring?

Do you want sales or leads?

What is our conversion metric?

How do you convert on your site?

Are you looking for someone to purchase a product or do you want them to submit their information to you?

Are you waiting for your phone to ring?

Questions to ask yourself Who is your audience? Take the time to understand demographic and psychographic elements about your potential customers. Take the time to understand your audience and their behaviors before trying to execute a search engine optimization campaign for your website.

Who is your audience?

Take the time to understand demographic and psychographic elements about your potential customers.

Take the time to understand your audience and their behaviors before trying to execute a search engine optimization campaign for your website.

Questions to ask yourself Who is your competition? Be realistic Ex: Clothing boutique’s competitor is not the Gap but other local boutiques. Consider Geographic and Business size factors

Who is your competition?

Be realistic

Ex: Clothing boutique’s competitor is not the Gap but other local boutiques.

Consider Geographic and Business size factors

Step 2: Site Structure Website structure, site navigation, is very important You should lead your visitor down a predetermined path to conversion Website goal should reflect site design and structure Ex: If your goal is to sell product, it should be evident from home page

Website structure, site navigation, is very important

You should lead your visitor down a predetermined path to conversion

Website goal should reflect site design and structure

Ex: If your goal is to sell product, it should be evident from home page

Step 2: Site Structure Creating each page as it’s own point of entry is crucial to long term success Call to action must be in place Visitor cannot be confused or will not buy Communication between site and visitor should be easy and clear

Creating each page as it’s own point of entry is crucial to long term success

Call to action must be in place

Visitor cannot be confused or will not buy

Communication between site and visitor should be easy and clear

The Search Engines

SEO – WHERE IS IT?

Step 3: Importance of Content Content is most important factor of a websites long term SEO success Search engines do not look at design or graphics, but rather words and text Content is what search engines use to locate sites If you are selling baskets and the word is not on your site, the search engines will not find you when searching for baskets

Content is most important factor of a websites long term SEO success

Search engines do not look at design or graphics, but rather words and text

Content is what search engines use to locate sites

If you are selling baskets and the word is not on your site, the search engines will not find you when searching for baskets

What to avoid when writing content Do not write sloppy content with grammar and spelling errors Do not embed content into images, search engines cannot read those Write your content for humans (your visitors) first and search engines second. Step 3: Importance of Content

What to avoid when writing content

Do not write sloppy content with grammar and spelling errors

Do not embed content into images, search engines cannot read those

Write your content for humans (your visitors) first and search engines second.

Summary: Good content means including keywords naturally into your text but not overdoing it so as not to raise any red flags in the search engines Step 3: Importance of Content

Summary: Good content means including keywords naturally into your text but not overdoing it so as not to raise any red flags in the search engines

Step 4: Keyword Research Keyword research will determine who can see your website Your audience will use keywords to search for what you are offering Missing important keywords will result in missing out on potential clients or customers The keyword research step will determine all your future online marketing initiatives.

Keyword research will determine who can see your website

Your audience will use keywords to search for what you are offering

Missing important keywords will result in missing out on potential clients or customers

The keyword research step will determine all your future online marketing initiatives.

Step 4: Keyword Research

Step 4: Keyword Research People use many variations of the same phrase It is important to target 2-5 keywords per page of content being optimized

People use many variations of the same phrase

It is important to target 2-5 keywords per page of content being optimized

Step 4: Keyword Research Use a mix of broad and multi phrased keyword strings. KEYWORD DISCOVERY is the recommended tool that helps you isolate the best targeted keywords. Never pick just a few keywords to target through your whole website.

Use a mix of broad and multi phrased keyword strings.

KEYWORD DISCOVERY is the recommended tool that helps you isolate the best targeted keywords.

Never pick just a few keywords to target through your whole website.

Step 4: Keyword Research Pick and target wisely. Some keywords are more competitive than others. Use keyword phrases as people use them to search with. These could be one word, two or even entire sentences.

Pick and target wisely. Some keywords are more competitive than others.

Use keyword phrases as people use them to search with. These could be one word, two or even entire sentences.

Step 5: On Site Optimization Search engine optimization (SEO) is the practice of making small changes in different areas of your website in order for the search engines to find and deliver targeted visitors to your website SEO is a long term process ->takes time to build. On Site Optimization ->Changes made to your website

Search engine optimization (SEO) is the practice of making small changes in different areas of your website in order for the search engines to find and deliver targeted visitors to your website

SEO is a long term process ->takes time to build.

On Site Optimization ->Changes made to your website

Step 5: On Site Optimization Will SEO changes to my site yield results? Yes! A properly optimized site can change your business and set it in the right direction SEO is not just for big businesses but can be achieved by all business, big and small.

Will SEO changes to my site yield results?

Yes! A properly optimized site can change your business and set it in the right direction

SEO is not just for big businesses but can be achieved by all business, big and small.

Step 5: On Site Optimization Components of a Website to be Optimized: Content Meta Title Tag, Description, Keywords H1 Tag URL Structure Image Tags XML Sitemap Internal Linking Structure

Components of a Website to be Optimized:

Content

Meta Title Tag, Description, Keywords

H1 Tag

URL Structure

Image Tags

XML Sitemap

Internal Linking Structure

Step 5: On Site Optimization On Site OptimizationTips: SEO is a long term project. SEO is a one to two year project depending on how competitive your industry is. Do it right the first time, one missing keyword could cause you to miss out on an important potential customer. URL structures should always be optimized with keywords.

On Site OptimizationTips:

SEO is a long term project.

SEO is a one to two year project depending on how competitive your industry is.

Do it right the first time, one missing keyword could cause you to miss out on an important potential customer.

URL structures should always be optimized with keywords.

Step 5: On Site Optimization Seo Tips continued: Areas where words can be typed in are an opportunity for optimization. Make your site easy to navigate. Always include at least 250 well written words on every page of your website

Seo Tips continued:

Areas where words can be typed in are an opportunity for optimization.

Make your site easy to navigate.

Always include at least 250 well written words on every page of your website

Step 5: On Site Optimization Things to avoid when determining URL structure: Using lengthy URLs. Using sloppy URL structures. Choosing generic page names like "page1.html". Using excessive keywords like "Search-engine-optimization-SEO-searchengineoptimization.htm". Don’t spam when writing your URLs. If you feel it might trigger a red flag don’t do it.

Things to avoid when determining URL structure:

Using lengthy URLs.

Using sloppy URL structures.

Choosing generic page names like "page1.html".

Using excessive keywords like "Search-engine-optimization-SEO-searchengineoptimization.htm".

Don’t spam when writing your URLs.

If you feel it might trigger a red flag don’t do it.

Step 5: On Site Optimization Always create unique title tags for each page depending on what is occurring on that page. Describe the content of that page accurately. Use brief descriptions, search results will cut them off if too long. Search engines rank individual pages not websites. Each page should be treated as an individual doorway to your website.

Always create unique title tags for each page depending on what is occurring on that page.

Describe the content of that page accurately.

Use brief descriptions, search results will cut them off if too long.

Search engines rank individual pages not websites.

Each page should be treated as an individual doorway to your website.

Step 5: On Site Optimization Things to avoid when writing meta tags Writing a description meta tag that has no relation to the content on the page. Using generic descriptions like "This is a webpage" or "Page about golf. Filling the description with only keywords. Copying and pasting the entire content of the document into the description meta tag.

Things to avoid when writing meta tags

Writing a description meta tag that has no relation to the content on the page.

Using generic descriptions like "This is a webpage" or "Page about golf.

Filling the description with only keywords.

Copying and pasting the entire content of the document into the description meta tag.

Step 5: On Site Optimization Components of a Website to be Optimized: Content Meta Title Tag, Description, Keywords H1 Tag URL Structure Image Tags XML Sitemap Internal Linking Structure

Components of a Website to be Optimized:

Content

Meta Title Tag, Description, Keywords

H1 Tag

URL Structure

Image Tags

XML Sitemap

Internal Linking Structure

Article Marketing Online Publicity Blog Comments Local Profiles Directory Submission Social Networking Blogging Video Marketing

Step 6: Ongoing Relevant Link Building Link building is the practice and ongoing campaign to increase your website and company’s brand and visibility in the search engines and online in general. Link building should not be just to get one way links point to your website (to boost your search engine keyword position and rankings )

Link building is the practice and ongoing campaign to increase your website and company’s brand and visibility in the search engines and online in general.

Link building should not be just to get one way links point to your website (to boost your search engine keyword position and rankings )

Link Building is placement of your website into areas online that provide good quality links and can help generate visitors to your website Seek to build your website as an “authority” website in your industry. Step 6: Ongoing Relevant Link Building

Link Building is placement of your website into areas online that provide good quality links and can help generate visitors to your website

Seek to build your website as an “authority” website in your industry.

Excellent areas to build relevant links to your site over time Online Publicity – Write newsworthy press releases and distribution them online using services such as: PRWEB, PRLEAP, 888PRESS RELEASE, 24X7 PRESS RELEASE. Directory Submission – Submit your website into some good quality online directories such as: YAHOO! DIRECTORY, DMOZ, BOTW & BUSINESS.COM also research industry specific online directories as well. Step 6: Ongoing Relevant Link Building

Excellent areas to build relevant links to your site

over time

Online Publicity – Write newsworthy press releases and distribution them online using services such as: PRWEB, PRLEAP, 888PRESS RELEASE, 24X7 PRESS RELEASE.

Directory Submission – Submit your website into some good quality online directories such as: YAHOO! DIRECTORY, DMOZ, BOTW & BUSINESS.COM also research industry specific online directories as well.

Social Networking – Create profiles for your business and active users of some of the top Social networking websites such as: FACEBOOK, TWITTER, LINKEDIN, MYSPACE, SQUIDOO , and industry specific social networking sites and create profiles and become active member at those places as well. Step 6: Ongoing Relevant Link Building

Social Networking – Create profiles for your business and active users of some of the top Social networking websites such as: FACEBOOK, TWITTER, LINKEDIN, MYSPACE, SQUIDOO , and industry specific social networking sites and create profiles and become active member at those places as well.

Local Search Engine Profiles – Create profiles for your business at the following places GOOGLE MAPS, YAHOO! LOCAL, MSN LOCAL, SUPERPAGES.COM, YELLOWPAGES.COM, YELP, METCHANT CIRCLE , etc. each produces a relevant link pointing back to your website. Step 6: Ongoing Relevant Link Building

Local Search Engine Profiles – Create profiles for your business at the following places GOOGLE MAPS, YAHOO! LOCAL, MSN LOCAL, SUPERPAGES.COM, YELLOWPAGES.COM, YELP, METCHANT CIRCLE , etc. each produces a relevant link pointing back to your website.

Blog Commenting – Research highly relevant blogs that relate to your industry, customers and business and leave comments as appropriate Industry Association Memberships – Many local Chamber of Commerce and other industry associations sometimes have profiles which allow relevant links pointing back to your website. Step 6: Ongoing Relevant Link Building

Blog Commenting – Research highly relevant blogs that relate to your industry, customers and business and leave comments as appropriate

Industry Association Memberships – Many local Chamber of Commerce and other industry associations sometimes have profiles which allow relevant links pointing back to your website.

Article Marketing – Write helpful article and submit them to online article directories like EZINEARTICLES & GOOGLE KNOL Online Video Marketing – If you have a video (viral or product related) then publish you video online to build your brand and reputation (and relevant links) from the following places: YOUTUBE, VIMEO, METACAFE, YAHOO! VIDEO, etc. Step 6: Ongoing Relevant Link Building

Article Marketing – Write helpful article and submit them to online article directories like EZINEARTICLES & GOOGLE KNOL

Online Video Marketing – If you have a video (viral or product related) then publish you video online to build your brand and reputation (and relevant links) from the following places: YOUTUBE, VIMEO, METACAFE, YAHOO! VIDEO, etc.

It is crucial for search engines to see diverse approach to link building over time. A blended approach will show commitment to branding your site and business and will be rewarded Search engines will view your site as legitimate rather than a site cheating or taking short cuts for rankings Step 6: Ongoing Relevant Link Building

It is crucial for search engines to see diverse approach to link building over time.

A blended approach will show commitment to branding your site and business and will be rewarded

Search engines will view your site as legitimate rather than a site cheating or taking short cuts for rankings

Link building efforts should be stretched out, usually 12 months Cramming efforts into short period of time can raise red flag for search engines -> Penalty can occur Recommendation – Implement 2-3 link building items over time. Establishing ‘trust factor’ with search engines will result in nice positioning and therefore more visitors and sales Step 6: Ongoing Relevant Link Building

Link building efforts should be stretched out, usually 12 months

Cramming efforts into short period of time can raise red flag for search engines -> Penalty can occur

Recommendation – Implement 2-3 link building items over time.

Establishing ‘trust factor’ with search engines will result in nice positioning and therefore more visitors and sales

What Not To Do When Link Building Link Exchanges – Years ago trading links used to be a good strategy, but today the search engines do not value these links and in fact exchanging links can often lead to penalties from the search engines.

Link Exchanges – Years ago trading links used to be a good strategy, but today the search engines do not value these links and in fact exchanging links can often lead to penalties from the search engines.

What Not To Do When Link Building Buying Links – People used to buy links to increase Google page rank. Today this is not effective. search engines perceive this practice as “black hat” and trying to trick the system. Only purchase a link if it is a text AD and you can generate business from these links, otherwise, don’t waste your money!

Buying Links – People used to buy links to increase Google page rank. Today this is not effective. search engines perceive this practice as “black hat” and trying to trick the system.

Only purchase a link if it is a text AD and you can generate business from these links, otherwise, don’t waste your money!

Stage 7: Measurability How do you measure success? What do you want to measure your success with? Leads? Sales? Number of visitors to site?

How do you measure success?

What do you want to measure your success with?

Leads?

Sales?

Number of visitors to site?

Measurability: Google Analytics GOOGLE ANALYTICS should be a must for any website ( http://www.google.com/analytics/ ). Free product that can help you track how your web traffic interacts with your website. This is very important to know in order to make necessary changes or tweaks to your website. Allows you to keep track of how long people stay on your website and which pages they visit more than others Tracks what keyword phrases led to visitors to your website.

GOOGLE ANALYTICS should be a must for any website ( http://www.google.com/analytics/ ).

Free product that can help you track how your web traffic interacts with your website.

This is very important to know in order to make necessary changes or tweaks to your website.

Allows you to keep track of how long people stay on your website and which pages they visit more than others

Tracks what keyword phrases led to visitors to your website.

Measurability: Web Position WEB POSITION SOFTARE Used to determine where your site currently ranks for the keywords you selected and used to optimize. Helps you see your sites improvement month to month. Tool to determine where changes need to be made. Identifies which keywords need extra help or work.

WEB POSITION SOFTARE

Used to determine where your site currently ranks for the keywords you selected and used to optimize.

Helps you see your sites improvement month to month.

Tool to determine where changes need to be made.

Identifies which keywords need extra help or work.

CASE STUDIES SOMERSET INDUSTRIES CE RESTURANT 800 PLUMBING BRICK MARKETING

SOMERSET INDUSTRIES

CE RESTURANT

800 PLUMBING

BRICK MARKETING

Step 8: Picking a SEO Service Provider If you choose another vendor, here is what to look for: See Guarantee, Run The Other Way! If you see the word “guarantee” anywhere on the website head in the other direction. Nobody can guarantee anything in this industry. Used to pull new clients in. If any company guarantees you first page placement for a keyword ask them which keyword It is not difficult to rank for keywords that are not competitive Websites that have been marketing for years have top placement English is a must in order to properly optimize a website you have to be 100% fluent in the English language

If you choose another vendor, here is what to look for:

See Guarantee, Run The Other Way!

If you see the word “guarantee” anywhere on the website head in the other direction. Nobody can guarantee anything in this industry.

Used to pull new clients in.

If any company guarantees you first page placement for a keyword ask them which keyword

It is not difficult to rank for keywords that are not competitive

Websites that have been marketing for years have top placement

English is a must

in order to properly optimize a website you have to be 100% fluent in the English language

What a Deal! If the deal sounds too good to be true it probably is, Offering a lot for $49.95? Probably bare bones work which will not yield results Work for Free? Look out for performance base services. Companies do not work for free unless there is something itn it for them Hire an SEO Expert Hire companies that are experts in the field or use the same exact approach as the one above and practice what they preach! Step 8: Picking a SEO Service Provider

What a Deal!

If the deal sounds too good to be true it probably is,

Offering a lot for $49.95? Probably bare bones work which will not yield results

Work for Free?

Look out for performance base services.

Companies do not work for free unless there is something itn it for them

Hire an SEO Expert

Hire companies that are experts in the field or use the same exact approach as the one above and practice what they preach!

Questions?