The one part of the Social Media Hype that is undeniably true is the fact that we are in the midst of a marketing paradigm shift. Traditional, outbound, push-marketing and broadcast-advertising (which casts a wide, expensive and generic net in hopes of catching enough fish) is no longer sufficient and oftentimes not relevant. Modern consumers are using internet technologies to drive a shift toward objective, analytical purchasing which necessitates a marketing shift for the entrepreneur. But, unlike the social media hype, one form of marketing cannot thrive without the others. People buy from people. So, you (the entrepreneur) must still educate unknown consumers and introduce them to your products and your company. At the same time, you have to make your company and your products visible to those customers looking for you online. That is what Search Engine Optimization is all about – being found online and then directing traffic to your website. Unfortunately, despite its simple sounding purposes, Search Engine Optimization is a very complicated mixture of art, science, and guesswork. Yet, SEO is not a black hole. And with the tools and concepts introduced in this class, the frustrated entrepreneur can learn to understand and take control of Search in order to make better decisions about doing it yourself, hiring someone, or doing nothing. Presenters: Ron Hash Ken Partain

1. Online Mastery – SEO
Online Strategy
Website / Blog
Search Engine Optimization
Social Media

2. Online Mastery – SEO
Search Engine Optimization
What is SEO?
Art
Science
Testing

3. Online Mastery – SEO
Search Engine Optimization
It's an Ongoing Process
Search Habits Change
Search Engines Change

4. Online Mastery – SEO
Search Engine Optimization
Primary Objectives:
To get found online
To drive targeted traffic to your site
To increase revenue

5. Online Mastery – SEO
Search Engine Optimization
A few terms you should know:
SEM = Search Engine Marketing
SEO = Search Engine Optimization
(natural and organic results)
PPC = Pay Per Click
(paid results)
SERP = Search Engine Results Page

7. Online Mastery – SEO
Search Engine Optimization
SEO vs PPC
PPC = Short term
Turn it on, leads flow
Turn it off, leads stop
SEO = Long term
All efforts build on one another

9. Online Mastery – SEO
Search Engine Optimization
How does SEO work?
Search Engines Follow Links
Search Engines “Read” or Index Pages
Search Engines Store and Organize Your Data
Search Engines Return the Best Results

10. Online Mastery – SEO
Search Engine Optimization
How does SEO work?
Over 200 Ranking Signals
Proper use of meta tags
Strong Content
Links

11. Online Mastery – SEO
Search Engine Optimization
On-page vs Off-page
On-page Elements
Title
URL
Description

12. Online Mastery – SEO
Search Engine Optimization
On-page vs Off-page
On-page Elements
Headlines
Internal Links
Content – including images and local

14. Online Mastery – SEO
Search Engine Optimization
On-page vs Off-page
On-page Elements
Headlines
Internal Links
Content – including images and local

16. Online Mastery – SEO
Search Engine Optimization
Show Some Link Love
Inbound – links from related, authoritative sites
Internal – links to other pages on your site
External – links to related, authoritative sites that
don't compete with you

17. Online Mastery – SEO
Search Engine Optimization
On-page vs Off-page
On-page Elements
Headlines
Internal Links
Content – including images and local

18. Online Mastery – SEO
Search Engine Optimization
On-page Content
Use multiple variations of your keywords
Use keywords in headlines
Use keywords in image and video file names
Add meta information to images and videos
Use ALT Text for images

19. Online Mastery – SEO
Search Engine Optimization
On-page vs Off-page
Off-page Elements
Directories
Industry & Related Blogs
Photo / Video Sharing

20. Online Mastery – SEO
Search Engine Optimization
On-page vs Off-page
Off-page Elements
Ratings and Review Sites
Links and Citations
Social Media Sites

21. Online Mastery – SEO
Search Engine Optimization
Things to Avoid
Keyword Stuffing
Buying Links
Duplicate Content
Digital Sharecropping

22. Online Mastery – SEO
Measuring & Tracking Successes
Success Depends on Your Goals
Rankings
Traffic
Engagement
Sales

23. Online Mastery – SEO
Measuring & Tracking Successes
Google Analytics - google.com/analytics

24. Online Mastery – SEO
Measuring & Tracking Successes
Google Analytics - google.com/analytics
Direct Traffic
Referral Traffic
Search Traffic
# of Keywords driving
search traffic

25. Online Mastery – SEO
Measuring & Tracking Successes
Google Analytics - google.com/analytics
Direct Traffic Visitors
Referral Traffic Pageviews
Search Traffic Pages per Visit
# of Keywords driving Bounce Rate
search traffic
Average Time on Site

26. Online Mastery – SEO
Measuring & Tracking Successes
Google Analytics
SEOBook / SEOMoz
Raven

27. Online Mastery – SEO
Questions?

28. Online Mastery – SEO
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