Text Voices.com Text David Ciccarelli Chief Executive Officer Search Engine Marketing in the Google Era

Text Text People use search engines to... Find websites, blogs Find people Find locations Find images Find videos

Find websites, blogs

Find people

Find locations

Find images

Find videos

Why Search? Search engines are the most powerful medium to reach customers because you meet them at their point of need. 90% of online Web sessions begin with a search. 81% of users find web sites they were looking for through search engines.

Search engines are the most powerful medium to reach customers because you meet them at their point of need.

90% of online Web sessions begin with a search.

81% of users find web sites they were looking for through search engines.

The Facts 95% of users don’t go beyond the first 3 pages of search results before they try another keyword. 30% of users believe companies found in the top search results are a major brand in their product or service category. Search engines average 300-500 million searches per day. Google has 60% market share, 90% in technology industries.

95% of users don’t go beyond the first 3 pages of search results before they try another keyword.

30% of users believe companies found in the top search results are a major brand in their product or service category.

Search engines average 300-500 million searches per day.

Google has 60% market share, 90% in technology industries.

Two Approaches Search Engine Optimization (SEO) Search Engine Marketing (SEM) Less control More control Search engine creates a description You describe your website Traffic varies Guaranteed website traffic Free Pay-Per-Click

Search Engine Optimization Process of strategic analysis , placement and enhancement of keywords and text on a website to enable optimum search engine rankings. Key to any successful Internet Marketing Strategy. It’s easier than it sounds.

Process of strategic analysis , placement and enhancement of keywords and text on a website to enable optimum search engine rankings.

Key to any successful Internet Marketing Strategy.

It’s easier than it sounds.

Text Text Organic Search Engine Results

Popular SEO Strategies On page optimization Off page optimization Both have equal importance

On page optimization

Off page optimization

Both have equal importance

On Page Optimization Contains all the elements and factors in good search engine ranking which you control - your content. Title, Description Page Names ( my-very-important-page.html ) Sitemap

Contains all the elements and factors in good search engine ranking which you control - your content.

Title, Description

Page Names ( my-very-important-page.html )

Sitemap

Content is King Having good, well-produced content on your website is your first priority. Content includes audio, video, text and images.

Having good, well-produced content on your website is your first priority.

Content includes audio, video, text and images.

Keywords are Queen Well-written content and carefully selected keywords are the keys of a balanced on-page strategy. Use keyword research tools to find the most searched for terms in your industry.

Well-written content and carefully selected keywords are the keys of a balanced on-page strategy.

Use keyword research tools to find the most searched for terms in your industry.

Keyword Research Start a spreadsheet to brainstorm all your keywords. Organize keywords into groups by topic or subject matter.

Start a spreadsheet to brainstorm all your keywords.

Organize keywords into groups by topic or subject matter.

Keyword Research Tools Keyword Discovery – www.keyworddiscovery.com WordTracker - www.wordtracker.com Google - adwords.google.com/select/KeywordToolExternal Yahoo! – inventory.overture.com

Keyword Discovery – www.keyworddiscovery.com

WordTracker - www.wordtracker.com

Google - adwords.google.com/select/KeywordToolExternal

Yahoo! – inventory.overture.com

Turn Keywords into Content If you are selling products , create a web page or video for each type of product you sell. If you are selling consulting services , write a case study on how you solved a problem for a customer. If you are non-profit website , you could write about existing projects and future plans for your organization.

If you are selling products , create a web page or video for each type of product you sell.

If you are selling consulting services , write a case study on how you solved a problem for a customer.

If you are non-profit website , you could write about existing projects and future plans for your organization.

Content Management Consider a content management system.

Consider a content management system.

What do focus on Put keywords and phrases in some of the following places to increase a web page in the search engine results. Page Meta Title Page Meta Description In H1, H2, H3 tags In your image ALT tags Page File Name ( your-very-important-page.html )

Page Meta Title

Page Meta Description

In H1, H2, H3 tags

In your image ALT tags

Page File Name ( your-very-important-page.html )

Results

Off Page Optimization Contains all the elements and factors in good search engine ranking which you don’t directly control, but... You can influence others to help you.

Contains all the elements and factors in good search engine ranking which you don’t directly control, but...

You can influence others to help you.

Elements of Off Page Optimization Link Popularity: How many links point to your website? Link Relevancy: Are the links from websites in the same industry or from authority websites? Anchor Text: The active text used to enable the link to your website. Does is say your business name or keyword? Search Engine Saturation: How many pages have you built? Websites with more page are perceived to be more authoritative.

Link Popularity: How many links point to your website?

Link Relevancy: Are the links from websites in the same industry or from authority websites?

Anchor Text: The active text used to enable the link to your website. Does is say your business name or keyword?

Search Engine Saturation: How many pages have you built? Websites with more page are perceived to be more authoritative.

The Value of Links Many search engine marketers consider that links are the most important factor in achieve top organic search engine results. Authority Links Directory Links Reciprocal Links Press Release Links Blog Links

Authority Links

Directory Links

Reciprocal Links

Press Release Links

Blog Links

Search Engine Marketing The process of marketing a website on search engines on a pay per click basis. Also known as Pay-Per-Click or PPC Marketing

The process of marketing a website on search engines on a pay per click basis.

Also known as Pay-Per-Click or PPC Marketing

Customer Acquisition Costs Search Engine Marketing is the most cost-effective way to acquire new customers.

Text Text Paid Search Engine Results

Pay-Per-Click Pay per click works on the premise that you pay for your advertising only when someone clicks on your advertisement. To determine the price advertisers will pay per click, Google uses an auction model. A “Quality Score” also factors into your sponsored placement.

Pay per click works on the premise that you pay for your advertising only when someone clicks on your advertisement.

To determine the price advertisers will pay per click, Google uses an auction model.

A “Quality Score” also factors into your sponsored placement.

Google Adwords

1. Target Customers

2. Create an Ad

3. Choose Your Keywords

4. Set Pricing

5. Review & Save

Adwords Account

Landing Pages

Summary Search Engine Optimization (SEO) Search Engine Marketing (SEM) Less control More control More time required See instant results Traffic varies Guaranteed website traffic Free Pay-Per-Click

Tools To Help You Take Action

Google Webmaster Central

Google Analytics

Action Plan Organize your existing content Discover which keywords are most searched for Get links from blogs, press releases and other websites Track your success using Google Webmaster Central and Google Analytics - FREE!

Organize your existing content

Discover which keywords are most searched for

Get links from blogs, press releases and other websites

Track your success using Google Webmaster Central and Google Analytics - FREE!

Q&A

Text Voices.com Text [email_address] (519) 858-5071 David Ciccarelli Chief Executive Officer