Business Education Workshop: Beyond Rankings-Generating Leads with SEO Presentation Transcript
Beyond Search Engine Rankings: Generating Leads With SEO
Why Google Does What it Does• In the beginning, there was paper…• Page and Brin – What were they up to?• Rolling updates• The Google Slap(s)• Mixed Results• The Terrible Pandas and Penguins
The Keyword Buying Cycle• How do you search? – Research: “shoes” – Shopping: “running shoes” – Buying: “Asics Gel Keyano 17”• Who are your real competitors? – KEI and what it means – Keyword selection
The Simple Secret of SEO A GREAT Search TermAn Optimized Page The RIGHT Backlinks
Use Google Keyword Data
Advanced Keyword Tools
Spiders• Search Engine does a fetch on a specific URL• Examines each key on-page elements: title, meta description, meta keyword, Header, body copy, ALT text•Links are gathered and put into queue – act of “crawling”•Pass through spam scrubber•Data added to database – page has been “indexed”
What Do Spiders See?
What Do People See?
The On-Page ChecklistHow Many Items On The List Are You Doing? • Title • Description • Header • Body • ALT • All The Rest!
Press Releases for SEOPress Releases are oneof the most importantSEO tools there is.• Links from a PressRelease are important“votes” to build linkpopularity• News aggregation sites use Press Releases for content• Bloggers use Press Releases as primary sources• Don’t underestimate the PR Value
Measuring Your Results •Analytics will tell you everything •Article and Press Release services will provide data •Decide on your Key Performance Indicators (KPIs) •Trend, Trend and Trend
Your Conversions• Track your calls• Track your web leads• Track your keywords• Make decisions
Key Take-Aways• Understand and identify profitable keywords• Know how to optimize a web page for search engines• Understand how backlinks aid in search engine rankings• Format and structure the perfect press release for distribution• Understand Customer Value, ROI and Conversion Rate• Track and measure results