Driving Traffic to Your Site Through Search
Engine Optimization
Thank you to our sponsors

Overview
• Introduction
• Overview of Session 3
• Statistics and Trends
• SEO VS PPC
• Pay Per Click Foundations
• Keyword Research
• Search Engine Optimization
– On page verse off page
• Question and Answer
• Homework Assignment

Creating Your Marketing System

First, Two Pearls of Wisdom
#1 “Build it and they will come, if they can find it.”
#2 “To be found in the search engines,
first the search engines must find you.”

Google is a powerhouse
Ask Other
3% 3%
MSN
9%
Google
Yahoo
Yahoo MSN
21% Ask
Google Other
64%

Some Statistics
• 7.3 billion searches conducted monthly in US
• Search engines organize and prioritize the 5.5
billion web pages that compete for the
Internet users’ attention.
• 85% of Internet users use search engines

How we search
How many words we search with
# of results viewed before click
1 word 23.4%
Only a few 23%
2 words 26.3%
First page 39% 3 words 21%
4 words 13.4%
First 2 pages 19%
5 words 7.4%
First 3 pages 9%
6 words 3.9%
More than 3 pages 10% 7 words 2%
8 words+ 2.6%
-- iProspect, 2006 -- HitWise, 2006

Organic VS Paid Search

SEO VS PPC

Pay Per Click Foundations
• Based on an auction system
• Higher bid -> Higher Placement
• Only pay for clicks
• The Good • The Bad
• It can generate traffic • Bidding wars
• It is easy and fast • Does not scale well
• It can be a bargain • Low click through rates

To Succeed with PPC…
• Research keywords
– Traffic and competition
• Segment your market
• Create landing pages
• Track campaign success
• Test, Test, Test

eMarketing Best Practices – SEO
1. Use title tags
2. Key in to your keywords
3. Inbound links!

Tools for SEO – Overture

Tools for SEO – Keyword Density

Tools for SEO – Google Webmaster

Tools for SEO – Website Grader

On-page SEO
1. Title Tags
2. Meta Tags
3. H1/H2 tags
4. Alt tags
5. Deep links
6. Clean code
– No frames

Off-page SEO
1. Inbound links
2. Social bookmarking
3. Search Directories
4. Off site blogging
5. PR web

A few don’ts
Don’t use a Don’t use all
splash page flash
Don’t use a
Don’t use
huge amount
frames
of javascript

General Tips
1.)
3.) Be in the
Optimization 2.) Talk with
business of
requires an your
content
ongoing customers
creation
process

Creating Your Marketing System

Thank you
Thank you to our sponsors