The Importance of SEO and Conversion

2009 PR + Social Media SummitCo-Founder: Lightburn Interactive Agency focused on helping client drive revenue via the webwww.lightburndesigns.comFounder: Cooper Safety Supply Online ecommerce company that sells safety equipment Started in late 2006 as an experiment within Lightburn to sharpen our skills in ecommerce, search marketing and search optimization Multi-million dollar businesswww.coopersafety.com

Interactive Agency focused on helping client

Online ecommerce company that sells safety equipment

Started in late 2006 as an experiment within Lightburn to sharpen our skills in

Multi-million dollar business

2009 PR + Social Media SummitThe Importance of SEO and Conversion

2009 PR + Social Media SummitWhat is SEO&Why is it important?

2009 PR + Social Media SummitWhat is it?SEO refers to the techniques and strategies that help your website rank higher within the search engines.Why is it important?Higher rankings = more site traffic = more potential to sell your products or services

2009 PR + Social Media SummitA few facts and figures: Americans conducted 13.6 BILLION searches in July 2009 Google - 8.9 Billion Yahoo! - 2.6 Billion Bing - 1.2 Billion Google Index is estimated at 1.5 TRILLION pages

Americans conducted 13.6 BILLION searches in July 2009

Google Index is estimated at 1.5 TRILLION pages

2009 PR + SummitWhat are people searching for? Knowledge and Solutions (Answers) Products and Services Entertainment

Knowledge and Solutions (Answers)

Products and Services

Entertainment

SEO DemystifiedWhat are people clicking?

2009 PR + Summit

2009 PR + Social Media Summit

2009 PR + Social Media SummitUnderstanding the factors used for rankingsOn Page Factors (35%): Content & Meta Data Friendly URLs Linking Structure Freshness of Content Broken Links & RedirectsOff Page Factors (65%): LinksOn Page Factors35%Off Page Factors65%

Content & Meta Data

Friendly URLs

Linking Structure

Freshness of Content

Broken Links & Redirects

Links

2009 PR + Social Media SummitLinks are the biggest off page factor in achieving high ranking search results

2009 PR + Social Media SummitWhat does it this have to do with PR? Search Optimization and PR should to be treated as a team PR helps drive SEO Results SEO helps drive more PR opportunity

Search Optimization and PR should to be

PR helps drive SEO Results

SEO helps drive more PR opportunity

2009 PR + Social Media SummitPR / SEO LifecycleBloggers, Journalist, Site Owners

2009 PR + Social Media Summit

2009 PR + Social Media Summit

2009 PR + Social Media SummitContent Driving PR and SEO Opportunity

2009 PR + Social Media SummitPR Driving Awareness and SEO Opportunity

2009 PR + Social Media SummitContent Driving PR and SEO OpportunityNegative Tweet displayed on Mint’s Blog Home PageProvides opportunity to communicate with the community

2009 PR + Social Media SummitWhat is Conversion Optimization&Why is it important?

2009 PR + Social Media SummitWhat is it?It’s getting more ACTIONS from the same amount of traffic. Why is it important?More actions = more revenue

2009 PR + Social Media SummitExamples of Conversions Buying Something Signing up for a trial and/or offer Subscribing to an email list or RSS feed Reading multiple blog posts Getting someone to Tweet your content

Buying Something

Signing up for a trial and/or offer

Subscribing to an email list or RSS feed

Reading multiple blog posts

Getting someone to Tweet your content

2009 PR + Social Media SummitInvitation to subscribe to RSS feedDiggMint.com Sign-up OfferSocial Network SharingPopular Article List

2009 PR + Social Media SummitWhat does Conversion Optimization have to do with PR?Conversions provide the fuel to further expand PR and Marketing efforts and grow.

2009 PR + Social Media Summit“I highly recommend keyword analysis, looking at server logs to figure out new content to add, thinking of new hooks to make your site attract more word-of-mouth buzz, pondering how to improve conversion once visitors land on your site, etc”Matt Cutts (Google Engineer)www.mattcutts.com/blog