winclub.ch Search Engine Optimization Strategies, Tools and Opportunities for Young Entrepreneurs October 26, 2006 Winterthur, Switzerland

1. winclub.ch Search Engine Optimization Strategies, Tools and Opportunities for Young Entrepreneurs Joe Spencer SEO Consultant Spencer e-Strategies 26/10/2009

2. Who is Joe Spencer? Born in the U.S.A. Moved to Zurich, Switzerland in 2007 Worked in the graphic design industry for 10+ years. First went online in 1986. Worked in the internet industry for 14 years. Lived in 9 different states in the U.S. Worked in 12 different states in the U.S. Lived in 6 different countries. Worked in 10 different countries.

3. Graphic Designer St. Louis, Missouri, USA Web Designer St. Louis, Missouri, USA Manager of Web Development Amsterdam, the Netherlands European Web Manager Amsterdam, the Netherlands Global Web Manager Amsterdam, the Netherlands e-Business Consultant Amsterdam, the Netherlands Strategic Operational Manager Zürich, Switzerland SEO / SEM Manager Zürich, Stitzerland SEO Project Manager Zug, Switzerland Senior Online Marketing Manager - SEO Munich, Germany Professional Background

4. Current Company and Projects SEO Netzwerk Schweiz SEO Strategy Workshop

5. Taxes Immigration Banking Insurances Housing Cost of Living Retirement Investments Multi-cultures Multi-languages Working Internationally Challenges to be prepared for:

6. Search Engine Optimization (SEO) SEO Focuses on Organic Search Results SEO is the process of optimizing a website so all pages are accessible and friendly to: spiders for indexing rank highly in the organic search results for targeted keywords. Pay-Per-Click (PPC) Organic Search (SEO)

7. Search Engine Marketing (SEM) SEO (Search Engine Optimization) improves the chances a site will be found, indexed and rank well by the search engine’s organic results. Each page is optimized for a few keywords. No guarantee placement SEA (Search Engine Advertising ) is the process of bidding on keywords for placement of ads in the Sponsored Results of a search engine results page (SERP). One page can have hundreds of keywords driving traffic to it from paid search campaigns. Guarantee placement Pay-Per-Click (PPC) Organic Search (SEO)

8. SEO vs SEA SEO receives 85% of the clicks on a search engine results page (SERP) SEO generates highly targeted traffic. SEO offers free placement in search engines Pay-Per-Click (PPC) Organic Search (SEO)

9. Why SEO? Organic Traffic = Free Traffic Long-term targeted traffic can be achieved. Majority of searchers (~75%) click on organic results. By not showing up well in organic results, you are leaving an open playing field for competitors & retailers. Overall the click-through-rate is better when you are listed in Paid Results and Organic Results to maximize brand positioning in the SERPs.

10. SEO Concept High ROI margin A long-term strategy that requires ongoing attention Measured in months, not days A page that launches today may not be indexed by the search engines for up to six weeks A page that ranks well today may not appear in top ten results tomorrow Search engine indexing schedule of every website/page is different Crawl, Index, Display

11. Search Engine Spiders See Text Links Source Code

12. Search Engine Spiders Can't See Images

13. SEO Basics 3 Basics Points To SEO Crawling: Can search engine spiders find your website and all your pages? Indexing: Are all your pages being indexed by the search engine spiders? Positions: Does your website rank well in the Search Engine Result Pages (SERPs)

14. SEO Basics Off-Page Optimization Backlinks from trusted websites More backlinks Technical Optimization URL Structure Code Optimization HTTP Headers Robots.txt XML Sitemap Files 3 Basics of Search Engine Optimization On-Page Optimization Keyword in Title Keyword in Meta Tags Keyword in Content Unique Content Per Page

15. SEO Return on Investment (ROI) http://www.iprospect.com/about/researchstudy_2007_searchmarketermeasurementperformance.htm

16. What can you expect from SEO? Business Case for SEO

17. www.raven-seo-tools.com Website Setup Wizard Competitor & Keyword Research Competitor Manager Keyword Manager Quality Analyzer Design Analyzer Backlink Manager for Link Building Contact Manager Website Directory Content Manager WordPress Blog Manager Persona Manager for Social Media Social Media Monitor SERP Tracker for Keyword Ranking Website Analytics Campaign Reporting Agency & In-House Marketing Firefox Toolbar SEO Tools

18. In-House SEO Manager SEO Consultant Freelance Content Writer Link Building Consultant Blogger Affiliate Marketeer SEO Developer In-House Social Marketing Manager Social Marketing Consultant Careers in SEO Growing Demand For Quality SEO Specialists SEO Jobs

19. SEO During the Financial Crisis No business is safe. Lower investment than other online marketing campaigns Higher ROI margins than other online marketing campaigns. More companies are trusting SEO consultants. A growing number of companies are starting to understand the benefits of SEO.