SEO and Your Business


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Many business owners have been reevaluating their existing marketing efforts and considering the benefits of Search Engine Optimization (SEO) for their business. Over the past decade, many have found that internet marketing has yielded a better return on investment than other mediums, such as the Yellow Pages.

This presentation was created by Todd Cardin from Spotted Frog Design (

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SEO and Your Business

  1. 1. SEO &Your Business A Beginners Guide to Search Engine Optimization (SEO) By: Todd Cardin at Spotted Frog Design
  2. 2. Specialty Answering ServiceThe SEO Model For Our Clients 3rd largest Answering Service in the U.S Multiple “offices” throughout the US Growth entirely due to SEO / SEM
  3. 3. Spotted Frog Design Providing SEO services to businesses Effectively using your website as a marketing tool Eliminate advertising expenses Lead generation Increase prospects & sales by generating natural traffic to your website On page optimization & design to increase visitor to prospect conversion ratio Using website as a closing tool Strong design principles Designing website to maximize potential of every visitor & search engine “spiders” Provide solid corporate identity
  4. 4. Yellow Page Advertising Area specific telephone books The yellow pages were (and still are) broken up into several geographic locations aimed at targeting residents of specific areas (i.e. King of Prussia / Norristown, West Chester, Abington / Jenkintown, etc.) Industry specific headings Industry specific directories allowing user to find business or professional under appropriate heading (i.e. Accountants, Real Estate, Funeral Home, Insurance, etc.) Advertising priority Largest most expensive advertisements placed first. Non-paid local “courtesy” listing appear after any paid advertisements Costly – but worth it?
  5. 5. The Internet Why businesses need websites Enhance corporate image Useful tool for existing clients and prospects As a sales & marketing tool Search engines rule Most website visits come from traffic generated by top 3 commercial search engines (Yahoo, Bing, Google)
  6. 6. Google Most popular search engine 62% of internet users utilize Google as their preferred search engine 320 million searches per day in the United States 2 billion searched a day worldwide How people use Google To search for information & answer questions (i.e. What is the population of Pennsylvania, How many career homeruns did Mike Schmidt hit, etc.) Search for instructions such as how to fix the engine in my car or how to get rid of my dandruff & bad breath To find goods or services either locally or nationally
  7. 7. Search Engine Market Share Google holds a “pole position” in search engine rankings with 64% of all internet users and billions of 64% daily search queries globally. Yahoo & Bing (formerly MSN) take the number 2 17% and 3 slot in internet user popularity with 28% combined and 17% / 11% respectively. AOL holds 4% market share of all internet searches 11% with results powered by Google. retains 3% market share. All other SE’s (AltaVista, HotBot, Lycos, RedZ, etc.) combine for 1% of all internet searches.
  8. 8. Google Replaces Yellow Pages Yellow Pages have become instant recyclables Consumers turn to Google for goods / services Non restrictive search methodology Reach a broader audience (local / national) Websites need visibility – Enter SEO & PPC
  9. 9. PPC Advertising How Google makes their money PPC is an internet Competitive terms Advertisers “bid” on Click Fraud. advertising model Countdown billing with can be costly (in 2010 keyword terms with Estimated 50% used on websites & daily / monthly Lemon Law $66.15, no ceiling giving the average clicks by search engines advertiser Laser Hair Removal most prominent prospects compared where the advertisers predetermined $68.00, Life position to the to clicks by pay only when their spending limits Insurance Quotes highest bidder competition ad is “clicked” $22.15, etc.)
  10. 10. Search Engine Optimization (SEO) Organic searches are not charged per click Making content visible to search engines (SE) Proper design for end user and SE’s Boosts rankings so content will be seen Online environment increasingly competitive Distinct competitive advantage
  11. 11. SEO Strategies Carefully written website copy to engage search engines & capture keywords for ranking. Changing code structure of page to make it easily “spider-able”. Relevant inbound links from authority websites. Press releases, articles, opinions used to make website an authority in its given field. Social media strategies including social bookmarking, Facebook, Twitter, and others. Utilizing blog posts to convey message and boost search engine rankings.
  12. 12. SEO Do’s & Don’ts No SEO is better than bad SEO Improper optimization can penalize & permanently damage your website & have it pulled from the search engine index. Your website is not your business card Visibility is more important than appearance. SEO as an ongoing project Competition will always be at your heels Search engines change the rules and keep evolving Embrace the Internet & SEO Consumers will continue to turn to search engines; harness the vast potential of internet marketing.Please visit our website to learn more about the services we provide. © 2011-2012 Spotted Frog Design | This presentation was created by Todd Cardin.