Caitlin Kaluza Search Engine Marketing Manager Schipul – The Web Marketing Company Photo credit: flickr.com/photos/fontfon...
<ul><li>Search Engine Basics </li></ul><ul><li>SEO in the Real World </li></ul><ul><li>Measuring Your Success </li></ul>
 
 
 
 
 
http://bruceclay.com/serc.htm
 
 
 
 
 
<ul><li>Claim & verify your listing </li></ul><ul><li>Fill out the entire profile </li></ul><ul><li>Ask for reviews </li><...
 
 
http://bruceclay.com/seo-hierarchy-of-needs.htm <ul><li>Readable Text </li></ul><ul><li>Fresh, unique content </li></ul><u...
Photo credit: flickr.com/photos/tryburn/3625848985
<ul><li>Research Your Target Market </li></ul><ul><li>Select 3 prioritized optimization terms  </li></ul><ul><li>Set up Ho...
www.austin-weston.com
<ul><li>Brainstorm: </li></ul><ul><ul><li>How will your target market search for you? </li></ul></ul><ul><ul><ul><li>Cosme...
Free:   adwords.google.com/select/ KeywordToolExternal Paid:   www.wordtracker.com
<ul><li>Austin-Weston’s 3 prioritized terms: </li></ul><ul><ul><li>Virginia plastic surgeon (ery) </li></ul></ul><ul><ul><...
google.com/analytics
Find ways to incorporate your keywords, including title & meta tags
schipul.com/sem-tools
Not everyone gets this (ie:  www.target.com  )
Unique text and meta information for every page. Yes, EVERY PAGE.
Suggested search engines: Google  http://www.google.com/addurl/ Yahoo  http://search.yahoo.com/info/submit.html MSN  http:...
<ul><li>New content ideas </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul>...
<ul><li>Visits </li></ul><ul><ul><li>Visits from Search </li></ul></ul><ul><ul><li>Non-branded keywords (keywords that don...
<ul><li>Google Places </li></ul><ul><li>Panda Update </li></ul><ul><li>Social Signals </li></ul><ul><li>What’s next? </li>...
<ul><li>Content is king </li></ul><ul><ul><li>Optimize Current Content </li></ul></ul><ul><ul><li>Write new content – be c...
Photo credit: flickr.com/photos/sometimes_sam/3650280087
 
Phone:  (281) 497.6567 x 518 Email:  [email_address] Web Site:  www.schipul.com  Blog:  www.thesemblog.com  Caitlin Kaluza...
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Intro to Search Engine Optimization - Association of Proposal Management Professionals

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How to get the most out of your website to be sure people are finding you in Search Engines. Basic website optimization and planning a successful SEO campaign.

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  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Spiders crawl sites looking for links and text, then explore the links in the same fashion. All the info is stored in an index for easier retrieval. A search algorithm then ranks sites based on specific information and page relevance. Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • This slide shows the difference in search engines when using the same term And that they are ALL not alike and have different algorithms for retrieving and ranking SERPs Now you know why search engines give different results, algorithms
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • This slide shows how a specific search engine, this one Google, uses its algorithm to gauge the importance of a web sites content based on a specific query Just by switching the order of the terms you get different results, shows the algorithms at work
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Be specific Do your research for search Google analytics (or other options exist too) Match your research to your content See 4 Get your name out there Explore your online community – your niche duh Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Site: http://www.schipul.com Blog: http://www.thesemblog.com
  • Intro to Search Engine Optimization - Association of Proposal Management Professionals

    1. 1. Caitlin Kaluza Search Engine Marketing Manager Schipul – The Web Marketing Company Photo credit: flickr.com/photos/fontfont/4243500031/
    2. 2. <ul><li>Search Engine Basics </li></ul><ul><li>SEO in the Real World </li></ul><ul><li>Measuring Your Success </li></ul>
    3. 8. http://bruceclay.com/serc.htm
    4. 14. <ul><li>Claim & verify your listing </li></ul><ul><li>Fill out the entire profile </li></ul><ul><li>Ask for reviews </li></ul>
    5. 17. http://bruceclay.com/seo-hierarchy-of-needs.htm <ul><li>Readable Text </li></ul><ul><li>Fresh, unique content </li></ul><ul><li>Good site architecture </li></ul><ul><li>Unique meta info </li></ul><ul><li>Relevant inbound links </li></ul>Photo credit: flickr.com/photos/wscullin/3770015991
    6. 18. Photo credit: flickr.com/photos/tryburn/3625848985
    7. 19. <ul><li>Research Your Target Market </li></ul><ul><li>Select 3 prioritized optimization terms </li></ul><ul><li>Set up Hosted Tracking Solution (i.e. Google Analytics) </li></ul><ul><li>Optimize the home page & site map </li></ul><ul><li>Optimize inner pages </li></ul><ul><li>Submit site to search engines and directories </li></ul><ul><li>Research link back opportunities </li></ul><ul><li>ADD FRESH CONTENT! </li></ul>Photo credit: flickr.com/photos/lastquest/1472794031
    8. 20. www.austin-weston.com
    9. 21. <ul><li>Brainstorm: </li></ul><ul><ul><li>How will your target market search for you? </li></ul></ul><ul><ul><ul><li>Cosmetic surgeon, plastic surgeon, tummy tuck, before & after pictures… </li></ul></ul></ul><ul><ul><li>Are you targeting a geographic area? </li></ul></ul><ul><ul><ul><li>Virginia cosmetic surgeon, Reston Cosmetic Surgery </li></ul></ul></ul>
    10. 22. Free: adwords.google.com/select/ KeywordToolExternal Paid: www.wordtracker.com
    11. 23. <ul><li>Austin-Weston’s 3 prioritized terms: </li></ul><ul><ul><li>Virginia plastic surgeon (ery) </li></ul></ul><ul><ul><li>Cosmetic surgery Virginia </li></ul></ul><ul><ul><li>Virginia cosmetic surgery </li></ul></ul>
    12. 24. google.com/analytics
    13. 25. Find ways to incorporate your keywords, including title & meta tags
    14. 26. schipul.com/sem-tools
    15. 27. Not everyone gets this (ie: www.target.com )
    16. 28. Unique text and meta information for every page. Yes, EVERY PAGE.
    17. 29. Suggested search engines: Google http://www.google.com/addurl/ Yahoo http://search.yahoo.com/info/submit.html MSN http://submitit.bcentral.com/msnsubmit.htm Suggested directories: www.dmoz.org (open directory) Yahoo Directory ($299/year) Google Local & Yahoo Local SubmitIt (BCentral) – MSN paid submission service Other local & relevant directories
    18. 30. <ul><li>New content ideas </li></ul><ul><ul><li>Press releases </li></ul></ul><ul><ul><li>Articles </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>News updates </li></ul></ul><ul><ul><li>Photo galleries </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Whatever </li></ul></ul>Photo credit: flickr.com/photos/calliope/147056989
    19. 31. <ul><li>Visits </li></ul><ul><ul><li>Visits from Search </li></ul></ul><ul><ul><li>Non-branded keywords (keywords that don’t include your brand name) </li></ul></ul><ul><li>Conversions </li></ul><ul><ul><li>Online contact forms </li></ul></ul><ul><ul><li>Is the phone ringing? </li></ul></ul>
    20. 32. <ul><li>Google Places </li></ul><ul><li>Panda Update </li></ul><ul><li>Social Signals </li></ul><ul><li>What’s next? </li></ul>Photo credit: flickr.com/photos/notic/85536056
    21. 33. <ul><li>Content is king </li></ul><ul><ul><li>Optimize Current Content </li></ul></ul><ul><ul><li>Write new content – be creative! </li></ul></ul><ul><li>Links are powerful – be generous </li></ul><ul><li>Watch and tweak </li></ul>Photo credit: flickr.com/photos/fontfont/4243500031/
    22. 34. Photo credit: flickr.com/photos/sometimes_sam/3650280087
    23. 36. Phone: (281) 497.6567 x 518 Email: [email_address] Web Site: www.schipul.com Blog: www.thesemblog.com Caitlin Kaluza Search Engine Marketing Manager Schipul – The Web Marketing Company

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