SEO Overview for Berkshire Grains

Search Engine Optimization& Online Marketing
Recommendations for Berkshire Grain
Joe Wallace
10/12/2009

Agenda

Overview
Organic Search Engine Optimization
Code Optimization
Content Optimization
Link Optimization
Search Engine Advertising Optimization
Campaign Optimization
Landing Page Optimization
Summary
Recommendations
Next Steps

Search Engine Advertising

Overview

Improving search engine rankings for targeted keywords (key phrases) on organic (unpaid) listings

Search Engine Advertising Optimization

Improving leads, reducing costs-per-click, and improving conversion rates for paid keyword advertisements on search engine advertising platforms (Google AdWords, Yahoo Search Marketing, Microsoft AdCenter, etc.)

Overview
Search Engine Marketing is…

Targeted exclusively to desired audience
Measurable and verifiable
Relatively low-cost compared to other campaigns
The best for branding (Largest reach for cost)
Able to be improved at any time
Proven to be both effective and cost-effective

For these reasons, SEM is the best form of marketing.

Organic SEO
Code Optimization

Keywords

(organic vs. advertised)

Meta Tags & Header Tags
Architecture
Page Layout
Linking Strategies
Competitive Analysis

Organic SEO is a Holistic Process Involving Every Aspect of Your Site
Tip:
Website redesigns greatly improve search engine rankings. Content updates and new sections help too.

Organic SEO
Content Optimization

Keyword Focus: Page-based, Site-based
Keyword Density
Architecture
Linking Strategies: Internal & External
Competitive Analysis

Key Point: It is important to allow somebody trained in SEO to optimize your content to ensure the entire site is as effective as it can be.
“Content is King”
Google

Organic SEO
Link Optimization

Internal Linking Strategy
Incorporates architecture and content
Use of anchor text and headers help
Best practices provide best results
External Linking Strategy
Online public relations
Viral campaigns
Social media

External linking strategies take time and effort. They can be looked at like online public relations.

Pay for traffic based on search query
Search Engine / Search Network / Content Network
Broad, phrase, or exact keyword searches
Campaign organization and keyword focus
Geographic targeting
A/B testing
Landing page optimization
Analysis & Optimization($)

Advertising Platforms Include

Google AdWords
Yahoo Search Marketing
Microsoft AdCenter

Banner Ads Worth Considering

Landing page purpose: Quick, fast, exact info based on search / keyword
Call to action
Up-sell, promo codes
A/B testing
Click pattern analysis
Analysis & Optimization($)

Summary

Code, Content, Linking Strategies
Ongoing Content Updates & Linking Strategies

Campaign Setup, Geographic Targeting, Budgeting

Organic & Advertising Analysis & Optimization
Ongoing Content, Links, & Advertising Optimization
Reports & Recommendations

Next Steps
Keyword Selection Process

Choose one keyword to describe your company
Choose two more for the core of your business
Any other keywords should be descriptive of your most important (profitable) products or services
Prioritize based on profit (and results, once data is obtained for analysis)
Important not to choose too many keywords
Organic vs. advertised keywords

Next Steps
Advertising Selection Process

Google AdWords: Best overall solution.
Most traffic, best targeting, best reporting platform.
Best results but it costs more per click.
Yahoo Search Marketing: Quickly becoming 3rd

place by platform capabilities as well as traffic.

Microsoft AdCenter: 2nd best platform, but poor

historical performance; traffic increasing.

Next Steps
Site Development & Google Sites Limitations

Google Sites limits SEO capabilities because of its Content Management System (CMS). Meta tags cannot be added (only basic meta tags available). Site architecture, layout, and linking structure suffer and cannot be optimized.
Most SEO techniques – particularly the most effective ones – cannot be used with Google Sites.
If Google Sites must be used, the most beneficial work would be content optimization, linking strategies, and advertising.

Next Steps
Organic
One-Time SEO Services
One-time analysis, optimization, and recommendations for future self-optimization
1
Ongoing
Ongoing SEO Services
More complete services – plus link building campaigns and ongoing analysis, reports, and optimization based on results data
2
Advertising
+ Cost of Advertising
Ongoing SEO & Advertising Services
More complete services – plus link building campaigns, advertising optimization, and ongoing analysis, reports, and optimization based on results data
3
Website
Ongoing SEO, Advertising, & Website
Comprehensive SEM services including analysis, organic and ad optimization, website redesign, ongoing analysis, and reporting
4

Organic

Keyword research
Competitive analysis
Baseline reporting
Metatag development
Content optimization
On-site link optimization
Search engine and directory submittal
Online publication research
Link strategy development

Ongoing

Org: Online publication outreach
Org: Link strategy content development and publication
Org: Reporting, analysis, and optimization
Ads: Click path analysis and optimization
Ads: A/B testing for ads and landing pages
Ads: Budget optimization

Advertising

Current campaign analysis
Keyword cost research and selection
Campaign development
Advertisement development and A/B testing setup
Budget optimization
Landing page development and A/B testing setup

Website

Website redesign
Recipe page development
Architecture and webpage layout optimization
HTML email template design
And many of the missing items from the Organic section that cannot be done via Google Sites