SEO & SEM for beginners. This presentation was given to members of Nationwide (independent retailers) in Las Vegas in February 2011.

2. Getting started with SEO / SEM

3. What is SEO / SEM?

4. State of search – Market share Source: comScore

5. State of search – New players

6. State of search … and growing

7. Search results, how simple is it?

8. Classic results Paid Organic

9. Local search

10. Image search

11. Video search

12. News

13. Products search

14. Why some content rank’s better?

15. It’ s all about being an expert

16. How does it work?

17. Click here!

18. Getting the basics right Technology Content Popularity / authority Source: seomoz.org

22. Do it for people first. Search engines don’t buy products.

23. Blogging for SEO

24. What are the top ranking factors? Onsite keyword and non-keyword related External (offsite)

25. Onsite - keyword specific Keyword use in TITLE tag Keyword use in Headline tags Keyword use in page URL Proper naming of non-textual content Important content first Proper internal linking

26. Onsite - non-keyword specific Unique content Fresh content Page structure Internal linking Hosting (speed)

27. Offsite (external) Keyword -focused external links External link popularity Multiple link sources Links context Position of link in site architecture Trustworthiness of link source All links aren’ t born equal!

28. Getting the strategy right Individual keyword (ex.: T.V.) 2 – 3 keywords (ex.: LCD T.V.) Keyphrase (ex.: buy sony bravia 42 ” ) High Cost Low cost High conversion Low conversion

30. It's a continuous process

31. Pay Per Click (PPC)

32. What is pay per click?

33. Why pay per click? Launch new products Short term alternative to SEO Promotional campaigns Last minute deals Branding …

34. Targeting “Glocal” markets

35. How does PPC work?

36. What matters Set conversion goals & Think in terms of landing pages

37. Goals and landing pages? Your Ad Paid ad on a popular Search engine http://example.com Goal Cost Measurable ROI

38. Eliminate guesswork

39. Wrap up

40. Basic toolbox

41. Keyword Tool : Find keywords

42. Traffic Estimator : Cost data

43. Google Analytics : Measure

44. Thank You!