Effectively using SEO for Green Businesses

Using SEO effectivelyfor green companies
Tim Watson
Tweet it! @GreenPRNYC & #GreenPR
28 July

Outline
Overview
Implementation
Strategy
Resources
Contact

OVERVIEW

What is a Search Engine?
Collection of links to web pages (Spider)
Searches & Keywords
Ranked by relevancy
Algorithm (evolving)

What is Search Engine Optimization?
Search Engine Optimization is simply the process of taking actions that will improve the ranking of your web site within a search result set of a search engine.

Which Search Engine?
There are several search engines out there, but since Google owns a large share of the market, SEO means optimizing for Google.

Algorithmic (SEO) vs Paid (SEM)

Algorithmic (SEO) vs Paid (SEM)
Algorithmic Results
Are “free”
Take months to implement
Ranking is determined by algorithm
Little control over how the results look
Paid Results
Are not “free”
Can implement in hours
Ranking is determined by bid
Buy key words
Control over search results text (title, description & link)
Tools
Google Adwords
Microsoft AdCenter

IMPLEMENTATION

Picking Keywords
Know your customers and their needs
Be Specific
General is bad; you will never rank top for the keyword “Vegan” or “Solar”
You might rank high in “Vegan restaurants in NYC” or “Solar installers for apartment buildings near NYC”
Test keywords via SEM

Optimizing pages
Use standard HTML tags such as Title, H1, H2, and anchor tags
Meta tags
Keywords
Description
Use a sitemap
Have relevant content
Don’t duplicate content

Optimizing pages
Make URLs easy to navigate
Get people to link to you
Press release, Blogs,
Affiliates, Directories
Only link to good sources
Use a robot.txt to avoid crawlers crawling wrong pages on your site
Avoid looking like a link farm (link only pages)

Measuring results
Review your results
Try out your keywords
Review your web site traffic
Results change
Competition
Algorithms change
Layouts change

STRATEGY

Big Picture
Online
Offline
Social Media
Online Advertising
Display
Rich Media
Video Advertising
Search Advertising
Email Advertising
Directory Listings
Mobile Advertising
In-Game Advertising
Search Engine Optimization
Affiliates Programs
Traditional PR
Press releases
Event Sponsorship
TV advertising
Radio advertising
Print advertising
Outdoor Billboard advertising
Word of mouth
Referrals
Sales
Telemarketing

When it should be used
Early: it requires weeks of lead time
Comprehensively: Ideally as an integrated approach
SEO alone is rarely enough

RESOURCES

Books
Search Engine Optimization BibleWiley Publishing Inc, 2008, Jerri L. Ledford
The Findability FormulaWiley Publishing Inc, 2009, Heather Lutze
Winning Results with Google AdwordsMcGraw Hill, 2009, Andrew Goodman
Pay-per-Click search advertisingPearson Education Inc, 2009, Kevin Lee
Be #1 on GoogleMcGraw Hill, 2010, Jon Smith
Marketing in the Age of GoogleWiley Publishing Inc, 2010, Vanessa Fox

Websites
Google Adwordshttp://Adwords.google.com
Microsoft AdCenterhttps://adcenter.microsoft.com/
Keyword Discovery Processhttp://www.keyworddiscovery.com/
WordTrackerhttp://www.wordtracker.com

Contact Us
Web: http://carbonoutreach.com
Twitter: @carbonoutreach & @greenprnyc
Hashtag: #GreenPR
Facebook: http://bit.ly/ourfbpage
Email: eg@carbonoutreach.com
Phone: 646-233-3265

http://carbonoutreach.blogspot.com	35
http://paper.li	6
http://carbonoutreach.blogspot.co.uk	1

Effectively using SEO for Green Businesses

by Carbon Outreach on Jul 30, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 42

Statistics

Effectively using SEO for Green Businesses — Presentation Transcript