eMarketing Techniques Conference Seo 101may 2


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Dave Goebel of the Goebel and Jon Inama of Pilot Fish, discuss the basics of Search Engine Optimization at the eMarketing Techniques Conference at Corporate College. Brought to you by the Key Entrepreneur Development Center.

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  • eMarketing Techniques Conference Seo 101may 2

    1. 1. May 2, 2008 Corporate College East Dave Goebel John Inama SEO 101 J
    2. 2. Who is Cleveland SEO? <ul><li>ClevelandSEO.com was created to feature the exceptional talent Cleveland has to offer in the search engine marketing arena. </li></ul><ul><li>Greater Cleveland has a good number of industry experts that speak both nationally and internationally. </li></ul><ul><li>Coming to ClevelandSEO.com assures you that you are being exposed to the best our industry has to offer. </li></ul>D
    3. 3. Who is Goebel Group Inc. <ul><li>We consult on how to use search to increase productivity </li></ul><ul><ul><li>Google, Yahoo, MSN </li></ul></ul><ul><li>Internet Marketing </li></ul><ul><ul><li>PR, Email, Surveys </li></ul></ul><ul><li>Enterprise Search </li></ul><ul><ul><li>Intranet, Website, and Desktop </li></ul></ul><ul><li>Clients in North America, Europe </li></ul><ul><li>Speaker </li></ul><ul><li>[email_address] </li></ul>D
    4. 4. Who is Pilot Fish <ul><li>Established in 1995. </li></ul><ul><li>Provides website development and optimization services including keyword research and link building. </li></ul><ul><li>Markets: Machinery, Equipment, Plastics, Packaging, Rubber, Metal, Construction, Wood, Medical, Pharmaceutical, Consulting. </li></ul><ul><li>www.pilotfishseo.com </li></ul>J
    5. 5. What is Search Engine Optimization? <ul><li>Also known as Search Engine Optimization (SEO) or Search Engine Positioning </li></ul><ul><li>Leverages Search Engines’ desire to display most relevant pages that match users’ target keywords </li></ul><ul><li>Involves an integrated approach to web site development that recognizes the specific content, coding and promotion requirements for good search engine placement. </li></ul>D
    6. 6. The Dawn of Search Engines Search Engine <ul><li>1993: Excite was introduced (Today part of Ask) </li></ul><ul><li>1994: Yahoo was developed by Jerry Yang and David Filo. Started as a list of favorites. </li></ul><ul><li>1994: WebCrawler; first full-text search engine on the Internet. </li></ul><ul><li>1994: Lycos; was a large search engine, indexing over 60 million documents </li></ul><ul><li>1995: Infoseek (now part of Go.com) </li></ul><ul><li>1995: AltaVista </li></ul><ul><li>1996: Inktomi; started in 1996 at UC Berkeley </li></ul><ul><li>1997: Ask Jeeves and Northern Light </li></ul><ul><li>1997: Google; was launched in 1997 by Sergey Brin and Larry Page. Changed search by using inbound links to rank sites. </li></ul><ul><li>1998: MSN , Open Directory </li></ul>J
    7. 7. US Market Share J -Nielson Online, December 2007
    8. 8. Importance of Search Engines <ul><li>7.3 billion searches conducted monthly in the U.S. </li></ul><ul><li>Search engines organize and prioritize over 27 billion web pages. </li></ul><ul><li>85% of Internet users use search engines. </li></ul>J
    9. 9. World Usage J -- Internet World Stats, December, 2007
    10. 10. World Usage J -- Internet World Stats, December, 2007
    11. 11. How People Search-Constructing Keyword Phrases J -- HitWise, 2006 1 word 23.4% 2 words 26.3% 3 words 21% 4 words 13.4% 5 words 7.4% 6 words 3.9% 7 words 2% 8 words+ 2.6%
    12. 12. How People Search- Organic vs. Paid Listings <ul><li>60.5% Click on Organic Listings </li></ul><ul><li>39.5% Click on Paid Listings </li></ul>J --iProspect, 2005
    13. 13. Organic and Paid Listings on an Engine J Organic Paid listings
    14. 14. SEO Basics-Keyword Research <ul><li>Find the keywords or key-phrases that are relevant to your business or service and that people are searching on. </li></ul><ul><li>Use free tools from the internet to do keyword research. </li></ul>D
    15. 15. SEO Basics- Building a site that is SEO Friendly <ul><li>Allow crawlers or bots access </li></ul><ul><li>Should have the proper meta tags </li></ul><ul><li>Content must be relevant </li></ul><ul><li>Do not try to trick crawlers or bots </li></ul><ul><ul><li>No white on white text </li></ul></ul>D
    16. 16. SEO Basics- Meta Tags <ul><li>Tag that tell crawlers or bots what is on the page </li></ul><ul><li>Information about the information </li></ul><ul><li>Most important </li></ul><ul><ul><li>Title </li></ul></ul><ul><ul><li>Description </li></ul></ul><ul><ul><li>Robots </li></ul></ul>D <html> <head> <meta http-equiv=&quot;Content-Language&quot; content=&quot;en-us&quot;> <meta http-equiv=&quot;Content-Type&quot; content=&quot;&quot;> <title>SEO</title> <meta name=&quot;keywords&quot; content=“ &quot;> <meta name=&quot;description&quot; content=“ &quot;> <META NAME=&quot;robots&quot; CONTENT=&quot;index, follow&quot;> <META NAME=&quot;GOOGLEBOT&quot; CONTENT=&quot;INDEX, FOLLOW&quot;>
    17. 17. SEO Basics- Content <ul><li>Content is King </li></ul><ul><li>Use relevant keywords or key-phrases with a density of between 3% and 7% </li></ul><ul><li>Bold helps </li></ul>D
    18. 18. SEO Basics-Links <ul><li>Inbound </li></ul><ul><ul><li>Higher ranking site </li></ul></ul><ul><ul><li>Text in link important </li></ul></ul><ul><li>Outbound </li></ul><ul><ul><li>Less the better </li></ul></ul><ul><ul><li>Crawler follows link </li></ul></ul><ul><li>Intra site </li></ul><ul><ul><li>Helps with navigation </li></ul></ul>D
    19. 19. SEO Basics- Navigation <ul><li>JavaScript </li></ul><ul><ul><li>Some Crawlers can not navigate </li></ul></ul><ul><ul><li>Commonly found in Menus </li></ul></ul><ul><li>Flash </li></ul><ul><ul><li>Crawlers can not view </li></ul></ul><ul><ul><li>Use HTML version as option or SWFobject </li></ul></ul><ul><li>Images </li></ul><ul><ul><li>Should have alt tags </li></ul></ul>D
    20. 20. Tools for SEO-Keyword Density Checker
    21. 21. Tools for SEO-Validation Tool
    22. 22. Tools for SEO-Spider Simulator
    23. 23. Tools for SEO-Link Checker
    24. 24. Tools for SEO- SEODIGGER
    25. 25. Tools for SEO-Google Webmaster Tools
    26. 26. Conclusion <ul><li>SEO takes time & never ends </li></ul><ul><li>Content is King! </li></ul><ul><li>Make content relevant </li></ul><ul><li>Organic clicks are free! </li></ul>
    27. 27. Resources <ul><li>www.clevelandseo.com </li></ul><ul><li>www.searchenginenews.com </li></ul><ul><li>www.sempo.org </li></ul><ul><li>www.searchenginewatch.com </li></ul><ul><li>www.searchengineland.com </li></ul><ul><li>www.pilotfishseo.com </li></ul><ul><li>www.goebelgroup.com </li></ul>