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Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
Award Associates of America presentation
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Award Associates of America presentation

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SEO Presentation given at the Awards Association of America Regional meeting in Portland, Oregon - October 1, 2010

SEO Presentation given at the Awards Association of America Regional meeting in Portland, Oregon - October 1, 2010

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  • 1.
  • 2. What You Need to Know About SEO<br />And Other Internet Marketing Strategies and Tactics<br />Award Associates of America | Regional Meeting | Portland Oregon<br />October 1, 2010<br />
  • 3. Brief Overview<br />Search Engine Academy NW <br />Teaches Business Owners, Marketers & PR professionals how to increase sales and leads through the Internet.<br />Training program began in 2001<br />First class held in Portland in September 2007<br />Over 110 graduates from the program<br />
  • 4. Brief Overview<br />My Background<br />Two Business Administration Degrees<br />Marketing <br />Advertising Management<br />In-House Marketing Professional <br />1989 to 2006<br />Started Response Interactive LLC in 2007<br />Work with Small to Medium size businesses<br />
  • 5. SEO? SEM? PPC? SMM? SMO?<br />What does it all mean?<br />SEO: Search Engine Optimization<br />PPC: Pay Per Click Advertising<br />SEM: Search Engine Marketing<br />SMM: Social Media Marketing<br />SMO: Social Media Optimization<br />SERP:Search Engine Results Page<br />
  • 6. SEO: Search Engine Optimization<br />
  • 7. SEO: Search Engine Optimization<br />Two sides to this coin:<br />On-Page Factors<br />Off-Page Factors<br />What is most important?<br />You need the first side of the coin to get the second side to work optimally.<br />
  • 8. SEO: Search Engine Optimization<br /><ul><li>Some On-Page Factors</li></ul>Domain Name<br />Page Name<br />Title Tag<br />Meta Description<br />Meta Keywords<br />H1 Tag<br />Bolded Text<br />Link Text<br />1% to 2% keyword density for Google<br />
  • 9. SEO: Search Engine Optimization<br /><ul><li>On-Page Factors</li></ul>Domain Name:www.physicalmedicineandrehab.com<br />
  • 10. SEO: Search Engine Optimization<br /><ul><li>On-Page Factors</li></ul>Domain Name:www.physicalmedicineandrehab.com<br />
  • 11. SEO: Search Engine Optimization<br /><ul><li>On-Page Factors</li></ul>Domain Name: www.pdxpartybus.com<br />
  • 12. SEO: Search Engine Optimization<br /><ul><li>On-Page Factors</li></ul>Domain Name: www.pdxpartybus.com<br />
  • 13. SEO: Search Engine Optimization<br /><ul><li>On-Page Factors</li></ul>Page Name: The-Pros-of-Divorce.html<br />
  • 14. SEO: Search Engine Optimization<br /><ul><li>On-Page Factors</li></ul>Page Name: The-Pros-of-Divorce.html<br />
  • 15. SEO: Search Engine Optimization<br /><ul><li>On-Page Factors: Title Tag</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>On-Page Factors: Title Tag</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>On-Page Factors: H1 Tag</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>On-Page Factors: H1 Tag</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>On-Page Factors: Link Text</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>On-Page Factors: Link Text</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>On-Page Factors: Keyword Density</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>On-Page Factors: Keyword Density</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors</li></ul>Inbound Links<br />Authority Sites<br />Directories<br />Internet Press Releases<br />Article Marketing<br />
  • 16. SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors</li></ul>Inbound Links<br />Authority Sites<br />.edu’s and .gov’s are best<br />PageRank above 5<br />
  • 17. SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Authority Sites</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Directories</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Directories</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Directories</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Vertical Directories
  • 18. TIP: Google “submit a site [insert keyword]”</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Vertical Directories</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Online Press Releases</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Online Press Releases</li></li></ul><li>SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Online Press Releases</li></ul>Received offers for products to be included in the Gift Bags for:<br />The Miss America Pageant<br />Billboard Magazine’s Oscar Night Party<br />Moved ranking to Number 5 spot on first page for the Keyword Phrase “Mineral Makeup”<br />Gained interviews from a variety of magazines<br />
  • 19. SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Online Press Releases</li></ul>List of Free Press Release Submission sites: http://nakedpr.com/2007/07/29/big-list-of-free-press-release-distribution-sites/<br />
  • 20. SEO: Search Engine Optimization<br /><ul><li>Off-Page Factors: Article Marketing</li></li></ul><li>Usability Issues<br />
  • 21. Usability<br />It refers to: <br /><ul><li>How quickly people can learn how to use something
  • 22. How efficient they are while using it
  • 23. How memorable it is
  • 24. How error-prone it is
  • 25. How much users like using it</li></li></ul><li>Usability<br />Biggest Causes of User Failure<br />Search<br />Information Architecture (IA)<br />Content<br />Product Information<br />
  • 26. Usability<br />Biggest Causes of User Failure<br />Search<br />If your site has over 100 pages, you need an onsite search engine<br />Check out: http://sitelevel.com/<br />Or Google has a Search Engine app http://www.google.com/coop/cse/<br />
  • 27. Usability<br />Biggest Causes of User Failure<br />2. Information Architecture (IA)<br /> Navigation “Must Do’s”<br /><ul><li>Keep your navigation consistent throughout your site.
  • 28. Main navigation topics should be static and should appear at once.
  • 29. Don’t hide main navigation items.</li></li></ul><li>Usability<br />Biggest Causes of User Failure<br />Content<br /><ul><li>Use common fonts sized at or above 10 points
  • 30. Avoid busy backgrounds
  • 31. Verdana is the most readable online font and is the recommended font for use in body text where readability is crucial. </li></li></ul><li>Usability<br />Biggest Causes of User Failure<br />Product Information<br /><ul><li>One of the first things people want to know about a product is the price. If it’s not readily available, people assume it’s too high.
  • 32. Don’t make people click to find the price. Showing an estimated price is better than showing no price at all.
  • 33. Disclose any extra fees.</li></li></ul><li>Anti-Spamming Guidelines<br />
  • 34. Anti-Spamming Guidelines<br />Don't:<br />Keyword stuff tags<br />Repeat keywords over and over again in your text.<br />For example: <META name="keywords" content="holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday”> <br />
  • 35. Anti-Spamming Guidelines<br />Don't use tiny text for the purpose of repeating keyword after keyword<br />Don't use invisible text <br />Don't use redirect tags if possible<br />Don't duplicate content or use mirror pages<br />Don't use multiple title tags<br />
  • 36. That Can Help you<br />
  • 37. Tools that Can Help you<br />Wordtracker - $$$<br />
  • 38. Tools that Can Help you<br />Webconfs.com - Free<br />
  • 39. Tools that Can Help you<br />thesaurus.com - Free<br />
  • 40. Tools that Can Help you<br />SEO Automatic – Free Lite Version<br />
  • 41. Tools that Can Help you<br />SEOchat.com – Free<br />
  • 42. Tools that Can Help you<br />Google Analytics – Free<br />
  • 43. Making the Case<br />
  • 44. Making the Case<br />Why is SEARCH such an IMPORTANT part of Internet Marketing?<br />It’s Measurable<br />High Return On Investment<br />
  • 45. Making the Case<br />According to Forrester Research:<br />“In a recession, marketers typically cut interactive spending. But our survey of 333 interactive marketers revealed strong support for maintaining or increasing budgets in categories including social networking, email, blogging, and search optimization.”<br />http://www.forrester.com/Research/Document/Excerpt/0,7211,45924,00.html<br />
  • 46. Making the Case<br />
  • 47. Making the Case<br />According to Internet Retailer, retailers are creating interactive page treatments and adding video, customer reviews and other advanced features. Merchants also are making site optimization a top priority and redesigning their web sites to achieve speedier navigation and faster performance.<br />http://www.internetretailer.com/article.asp?id=28884<br />
  • 48. Making the Case<br />Improved site optimization is the top priority for 72.9% of merchants, followed by:<br />Clearly organized home, category and product pages at 62.4% <br />Better navigation at 49.4% <br />Improved site search at 47.1% <br />Faster checkout at 40%<br />http://www.internetretailer.com/article.asp?id=28884<br />
  • 49. Making the Case<br />Digital Marketing Focus in 2009<br />According to a survey of more than 400 senior-level decision makers<br />http://www.permissiontv.com/about/news/66/industry_survey_forecasts_adoption_of_interactive_video_in_2009<br />
  • 50. Making the Case<br />Because your competition is already doing it…<br />
  • 51. Questions?<br />
  • 52. Thank you!<br />
  • 53. Contact InformationColleen Wrightinfo@sea-oregon.comwww.sea-oregon.com<br />

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