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...
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...
Google is a powerhouse

          Ask   Other
          3%     3%
     MSN
      9%
                                 Googl...
Some Statistics

• 7.3 billion searches conducted monthly in US
• Search engines organize and prioritize the 5.5
  billion...
How we search
                                   How many words we search with
# of results viewed before click
          ...
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...
To Succeed with PPC…

• Research keywords
    – Traffic and competition
•   Segment your market
•   Create landing pages
•...
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
            ...
General Tips



     1.)
                                3.) Be in the
Optimization    2.) Talk with
                     ...
Creating Your Marketing System
Thank you

Thank you to our sponsors
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Driving Traffic to Your Site Through Search Engine Optimization - Wisconsin eMarketing Techniques Conference Breakout

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Having a search engine optimization (SEO) plan for your business could be a very effective method to increase the amount of ‘organic’ traffic coming to your website. At this session, learn more about why SEO is such an important topic, how search engines work, and the various tactics you can implement to improve your search rankings.

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Driving Traffic to Your Site Through Search Engine Optimization - Wisconsin eMarketing Techniques Conference Breakout

  1. 1. Driving Traffic to Your Site Through Search Engine Optimization Thank you to our sponsors
  2. 2. 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
  3. 3. Creating Your Marketing System
  4. 4. 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.”
  5. 5. Google is a powerhouse Ask Other 3% 3% MSN 9% Google Yahoo Yahoo MSN 21% Ask Google Other 64%
  6. 6. 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
  7. 7. 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
  8. 8. Organic VS Paid Search
  9. 9. SEO VS PPC
  10. 10. 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
  11. 11. To Succeed with PPC… • Research keywords – Traffic and competition • Segment your market • Create landing pages • Track campaign success • Test, Test, Test
  12. 12. eMarketing Best Practices – SEO 1. Use title tags 2. Key in to your keywords 3. Inbound links!
  13. 13. Tools for SEO – Overture
  14. 14. Tools for SEO – Keyword Density
  15. 15. Tools for SEO – Google Webmaster
  16. 16. Tools for SEO – Website Grader
  17. 17. On-page SEO 1. Title Tags 2. Meta Tags 3. H1/H2 tags 4. Alt tags 5. Deep links 6. Clean code – No frames
  18. 18. Off-page SEO 1. Inbound links 2. Social bookmarking 3. Search Directories 4. Off site blogging 5. PR web
  19. 19. 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
  20. 20. General Tips 1.) 3.) Be in the Optimization 2.) Talk with business of requires an your content ongoing customers creation process
  21. 21. Creating Your Marketing System
  22. 22. Thank you Thank you to our sponsors

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