SEO Webinar by Nick Stamoulis of Brick Marketing

Search Engine Optimization (SEO) Webinar SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Introduction
SEO works when implemented correctly.
SEO is direct marketing vehicle – not paid advertising.
SEO is:
80% marketing
20% technical website factors
SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

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

Step 1: Site Structure
Website structure and website navigation, are both very important.
You should lead your visitor down a predetermined path to conversion.
Website goals should reflect site design and structure.
Ex: If your goal is to sell product, it should be evident from home page.

Step 1: 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.

The Search Engines SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

The Search Engines
HISTORY
Google began in January 1996 as a research project by Larry Page and Sergey Brin .
The two theorized about a system that analyzed the relationships between websites. They called this new technology PageRank , where a website's relevance was determined by the number of pages, and the importance of those pages, that linked back to the original site.
The domain google.com was registered on September 15, 1997, and the company was incorporated on September 4, 1998, at a friend's garage in Menlo Park, California .
DEMOGRAPHIC - Search Engine that caters to the advanced searcher.
Source - Wikipedia SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

The Search Engines
HISTORY
Yahoo! was founded by Jerry Yang and David Filo in January 1994
Incorporated on March 1, 1995
DEMOGRAPHICS
Consumer Driven Community Site

The Search Engines
HISTORY
Bing (formerly Live Search, Windows Live Search, and MSN Search) is the current web search engine (advertised as a "decision engine") [2] from Microsoft .
Bing was unveiled by Microsoft CEO Steve Ballmer on May 28, 2009 at the All Things Digital conference in San Diego.
It went fully online on June 3, 2009

SEO – WHERE IS IT? SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Step 2: 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.

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)!
Step 2: Importance of Content SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Step 3: 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.

Keyword Competition
The broader the keyword, the more competition there is for it.
Always shoot for mid range keywords, ones that aren’t too broad or too niche.
Step 3: Keyword Research Competition Broad (more competition) Niche (less competition) Sweet Spot SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Keywords
Longtail keywords are more targeted, used by searchers who are transitioning from research mode to purchase mode in the Buying Cycle.
Step 3: Keyword Research SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Searches
Broader keyword searches produce more search volume.
More niche keywords produce less search volume.
Step 3: Keyword Research SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Step 3: Keyword Research Searches Broad (more competition) Niche (less competition) Keywords 2 Word 3 Word 4 Word 5 Word 6 Word Buying Cycle Research Mode Conversion as you go down the buying cycle conversion goes up! Buy SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com Competition

Step 3: Keyword Research Screen shoot of Keyword Research Tool – Keyword Discovery by Trellian SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Use several variations of the same phrase.
EX. “Women's Red Shoes”, “Buy Women's Red Shoes”, “Compare Women's Red Shoes”
Target up to 5 unique keywords per page of content being optimized.

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 4: On Site Optimization
Search Engine Optimization (SEO) is the practice of making 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 and is a building process – Think of it as an ongoing Race! SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Components of a Website to be Optimized:
Content
Meta Title Tag, Description, Keywords
H1 Tag
URL Structure
Image Tags
XML Sitemap
Internal Linking Structure
Page Load Time
Code Analysis

Step 4: On Site Optimization Case Study Example: Goal – Increase Leads Through Website. On Site Optimization Example: http://www.smrset.com Case Study Results: 1000% Increase in Leads Through the Website From SEO: Avg. 500+ Leads Per Month SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Things to avoid when determining URL structure:
Using lengthy URLs.
Using sloppy URL structures.
Choosing generic page names like "page1.html".
Using excessive keywords such as: "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.

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 4: On Site Optimization Case Study Example: Goal – Increase Phone Calls Through Website. On Site Optimization Example: http://www.mychickenexpress.com Case Study Results: Positioning at top of local search. 50% Increase in overall business from SEO efforts. SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Components of a Website to be Optimized:
Content
Meta Title Tag, Description, Keywords
H1 Tag
URL Structure
Image Tags
XML Sitemap
Internal Linking Structure
Page Load Time
Code Analysis

Article Marketing Online Publicity Blog Comments Local Profiles Directory Submission Social Networking Blogging Video Marketing Industry Associations Natural Links SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Step 5: 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 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 5: Ongoing Relevant Link Building SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Online Publicity – Write newsworthy press releases and distribution them online using services such as:
Press Release should be 350-400 words
Maximum inclusion of two links in the body so as not to be considered link spam.
Use full link http://www.mysite.com

Step 5: Ongoing Relevant Link Building Directory Submission - Submit your website into some good quality online directories such as: & industry specific online directories as well! Make sure to pick directories that will actively produce visitors to your site. SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Social Networking – Create profiles for your business and active users of some of the top Social networking websites such as:
& industry specific social networking sites and create profiles at those places as well .
Become active in the social community it builds your brand and reputation while connecting with your customers.

Local Search Engine Profiles – Create profiles for your business at the following places:
TIPS:
Include keywords in your local profiles
When starting a link building campaign create 4-5 different descriptions of your company
If your goal is phone calls, include your number EVERYWHERE!!

Blog Commenting – Research highly relevant blogs that relate to your industry, customers and business and leave comments as appropriate.
TIPS:
Make sure to add value to the conversation when posting
Research - Take the time to learn each blog before commenting or you could jeopardize your future comments and links.

Industry Association Memberships - Become a member of your local Chamber of Commerce and other industry associations
Adds credibility
Generates Visitors
Link back
Helps legitimize your business online.

Article Marketing – Write helpful article and submit them to online article directories such as
& guest write for other industry websites & blogs.
Takes years to happen but helps build brand and visitors.
Hint : Never hire anyone overseas to write for you!!!

Online Video Marketing – Publish a video online to build your brand and reputation at:
Your online video marketing doesn’t have to be viral – tour your company, interview staff etc…

Natural Links – As you promote your website and build your authority as a leader in your industry and through excellent content you will receive incoming relevant links to your website NATURALLY over time!

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 SCHEDULED with up to 5 different tasks each month for 12 months.
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 –Exchanging links can often lead to penalties from the search engines.

In a Nutshell……. Link Building = Marketing SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Step 6: Measurability
How do you measure success SEO Efforts?
Leads?
Sales?
Number of visitors to site?

Measurability: Google Analytics
GOOGLE ANALYTICS is a must ! ( 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.
Tracks what keyword phrases led to visitors to your website.

Picking a SEO Service Provider
BUYER BEWARE!!
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.
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 in 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!
Picking a SEO Service Provider SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

SEO Blog by Nick Stamoulis with daily SEO updates, visit: http://www.searchengineoptimizationjournal.com
Brick Marketing SEO Newsletter: www.BrickMarketingNewsletter.com
Google Webmaster Tools & Webmaster Blog
Register your website and read the Google Webmaster Guidelines: http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291
Additional Helpful SEO Resources SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

Questions? SEO Webinar by Nick Stamoulis Tel.781-350-4365 nick@brickmarketing.com www.BrickMarketing.com

http://sparxoo.com	77
http://www.bobology.com	4
http://www.dreamfireservices.com	2
http://www.slideshare.net	1
http://www.sparxoo.com	1

SEO Webinar by Nick Stamoulis of Brick Marketing

by Brick Marketing - SEO and Search Engine Marketing Firm on Jun 30, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

5 Embeds 85

Statistics

SEO Webinar by Nick Stamoulis of Brick Marketing — Presentation Transcript