Intelligent Management Inc.  How To Get The Most From Your    Search Engine Optimization        November 16, 2011
What Most Small Business          Owners Tell Me• “It’s all a great mystery. I think it’s just a big con.”• “I spend thous...
My Response• More than 60 percent of prospects validate  companies via the Internet• If you don’t make the cut on Google t...
My Response• The web gives you a permanent marketing  presence around which you can build multiple  marketing strategies• ...
The Truth About Websites
The Internet Has More Than 500 Million Websites
The Truth About Websites            YOU
FIVE CRITICAL Rules For Effective SEO*1. Keyword targeting2. Use of keywords in "meta title" or   “title tag” (same thing)...
Specifics of Keyword Targeting• Keyword targeting means starting with a short list of relevant  keywords for your site• Ho...
Example of Keyword Usage (as seen from              Google)…
What Makes A Good Keyword• Balance search volume with specificity• The more targeted the keyword to what you  do/sell/offe...
Google “Analytics” Is One Of The Best Places To Go To Identify Keywords
How To Maximize Keyword Usage           On Your Site• Keywords in your copy (bold  text, headings)• Interlinking -- links ...
Keywords As Link Text
How To How To Get Backlinks & Why They            Are Important • Write/distribute articles on article directories that   ...
Example of “off site” SEO Creating      Valuable Backlinks
Critical Components of “Backlinking”• The more backlinks, the better your chances for getting  on Google’s page 1• Most ar...
Conclusions• SEO is a science, not black magic – it can be  documented, tracked and refined• SEO also requires patience an...
Conclusions              Ask me if I              believe that              SEO can              work…
How To Get The Most From Your Seo
How To Get The Most From Your Seo
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How To Get The Most From Your Seo

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There are certain fundamentals that you must track in order to have effective SEO. Just as importantly knowing what to track will make you a better consumer of SEO services.

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How To Get The Most From Your Seo

  1. 1. Intelligent Management Inc. How To Get The Most From Your Search Engine Optimization November 16, 2011
  2. 2. What Most Small Business Owners Tell Me• “It’s all a great mystery. I think it’s just a big con.”• “I spend thousands of dollars a month and have nothing to show for it.”• “How do I know that I’m actually getting value from a Search Engine Optimization consultant?”• “Why should I spend my money on SEO, when most of my business is essentially word of mouth?”• “Why is an SEO optimized website better than traditional advertising? After all, can’t my ads drive them to my site?”
  3. 3. My Response• More than 60 percent of prospects validate companies via the Internet• If you don’t make the cut on Google think of all the money you are leaving on the table. Because one of your competitors – or more – is going to get it• Even if you generally focus on a specific geography, does that automatically mean that you are going to ignore others?• Avg. cost of a single print ad in Fairfield Magazine is $2000. Avg. cost of a website is $2,500…
  4. 4. My Response• The web gives you a permanent marketing presence around which you can build multiple marketing strategies• The web allows you to tell your story the way you want, how you want and when you want – you can constantly upgrade and enhance content, virtually for free• But, there is no free lunch…
  5. 5. The Truth About Websites
  6. 6. The Internet Has More Than 500 Million Websites
  7. 7. The Truth About Websites YOU
  8. 8. FIVE CRITICAL Rules For Effective SEO*1. Keyword targeting2. Use of keywords in "meta title" or “title tag” (same thing)3. Proper "meta description"4. Links (interlinking & backlinking) to your site/page5. Contextual links to your site using a keyword*Provided by Michael Guerin of Best Web Presence
  9. 9. Specifics of Keyword Targeting• Keyword targeting means starting with a short list of relevant keywords for your site• How many? It depends on the # of product/service offerings you have, how many pages on your site, etc. A good rule of thumb is to start small, say 10 or 20 to focus on• Once you have your keywords you’ll need to include them on EVERY page on your site.• And you do that by including them: – in the “meta” information – in your copy – in links ON your site – in links TO your site
  10. 10. Example of Keyword Usage (as seen from Google)…
  11. 11. What Makes A Good Keyword• Balance search volume with specificity• The more targeted the keyword to what you do/sell/offer, the better the keyword, along as there is enough volume to justify the effort• Use this tip: when looking at the keyword phrase, do you have a clear picture of what the person is looking for? – If so, you’re on the right track• Most people fail to get on page 1 of Google because they choose keyword(s) that are so “broad based” that it would take years to get visibility• Start small: Target relevant “overlooked” keywords to kick start your SEO efforts.• Tip: Look at your UNIQUE SELLING PROPOSITION (USP)
  12. 12. Google “Analytics” Is One Of The Best Places To Go To Identify Keywords
  13. 13. How To Maximize Keyword Usage On Your Site• Keywords in your copy (bold text, headings)• Interlinking -- links on your web page that link to other web pages on your site• Using keywords as link text• Footer links or links in the sidebar of your site is a great way to highlight pages on your site with the appropriate keyword
  14. 14. Keywords As Link Text
  15. 15. How To How To Get Backlinks & Why They Are Important • Write/distribute articles on article directories that link back to you • Advertise/pay for links on another website – #1 "off-site" SEO factor • Google places importance on inbound links because incoming links = "worthy" site • Links with keywords = association of your site/page with the keyword: i.e. this page = this keyword
  16. 16. Example of “off site” SEO Creating Valuable Backlinks
  17. 17. Critical Components of “Backlinking”• The more backlinks, the better your chances for getting on Google’s page 1• Most article directories can help you, as long as your follow the rules: – unique content only > 300 words – only 2 links to a single URL/website• Posting articles is one way to generate backlinks while getting traffic to your site (as long as you use keywords)• Beware of automated tools – they don’t work and will most likely get your site blacklisted• The key is to make sure that any backlink program uses unique content posted on other websites as the method to get you a ton of high quality backlinks
  18. 18. Conclusions• SEO is a science, not black magic – it can be documented, tracked and refined• SEO also requires patience and time – short cuts almost never work and can get you blacklisted…• There are a LOT of really BAD SEO “experts” out there, just as there are a lot of cons in just about every form of marketing• If you stick to the five basics we have discussed, you will have a solid basis to compare different offerings and equally important TRACK your effectiveness
  19. 19. Conclusions Ask me if I believe that SEO can work…

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