This webinar covered SEO fundamentals and best practices. It discussed how search engines discover, index, and rank websites. It provided tips for keyword selection and mapping keywords to pages. It also covered optimizing content for keywords, developing content silos around themes, benchmarking traffic sources, and setting goals to measure SEO results and success over time. The webinar emphasized that SEO is an ongoing process that requires monitoring rankings, traffic, and conversions on a regular basis.

1. SEO Fundamentals
Best Practices on the Search Engines to Follow
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2. Housekeeping Items
 Are the slides available?
 Yes! Please email seo@webmarketing123.com
 We want to hear from you!
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 Want to learn more?
 Contact us for a complimentary SEO Diagnostic. Details
at end of webinar.
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3. Webinar Agenda
Be Found By the Search Engines
1 Learn how Google discovers, indexes, and ranks web pages
Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization
Optimize Your Marketing Channels
3 Benchmark, Project and Take Action!
Measure Results & Success
4 Monitor and improve your SEO results
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4. Webinar Agenda
Be Found By the Search Engines
1 Learn how Google discovers, indexes, and ranks web pages
Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization
Optimize Your Marketing Channels
3 Benchmark, Project and Take Action!
Measure Results & Success
4 Monitor and improve your SEO results
#wm123
@webmarketing123

5. 1 Why Online Marketing Is Important
Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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6. 1 Can Your Customers Find You?
If you are not on the 1st page, you are invisible to most searchers
Source : Jupiter Research, 2010 #wm123
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7. 1 Search Spiders Determine Your Visibility
Search bots identify your site’s theme and relevance to queries
Data Center
Home Page
Category Level Page
Product Level Page1
Product Level Page2
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8. 1 How Do Search Spiders Crawl the Web?
Search bots follow links to get from page to page
• Crawling:
• Discovering new and updated
pages on the web
• Daily, weekly, monthly
• Indexing:
• Compiling data from crawls
into data centers
• Serving Results:
• Based on relevancy
• Over 200 factors considered
• Content, keywords, links
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9. Webinar Agenda
Be Found By the Search Engines
1 Learn how Google discovers, indexes, and ranks web pages
Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization
Optimize Your Marketing Channels
3 Benchmark, Project & Take Action!
Measure Results & Success
4 Monitor and improve your SEO results
#wm123
@webmarketing123

10. 2 Match Your Business to Current Trends
Investigate Google Insights to compare long-term trends:
www.google.com/insights/search
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11. 2 Optimize Your Keyword Selection
Select a mix of both “head match” and “long tail” keywords
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12. 2 Choose the Right Keywords
Keyword selection determines the course of your campaign
• Best Practices
• Have a mix of both generic and “long-tail”
terms
• Do not focus just on search volume
• Google your proposed search terms to
see if the sites ranking on page 1 are
relevant to what your business offers
• Look at search trends for your proposed
keywords
• Expand on your keywords by finding
variations
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13. 2 Map Targeted Keywords Page By Page
Develop a “mapping” document that targets 3-5 keywords per page
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14. 2 Write for Your Keywords
How search engines identify your site for result listings
Best Practices
• Search engines learn what your site is about by reading your content
• Optimal site content will sound natural to readers but also include mentions of targeted
keywords
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15. 2 Use Best Online Writing Practices
Develop naturally written, “non-spammy” content
• Best Practices
• Write for your reader, not the writer!
• Establish a natural, engaging tone of voice
• Pay attention to grammar
• Proofread
• Avoid Doing These
• Trick search engines with manipulative tactics
• Use Flash throughout your entire website
• Overuse your keywords: Read it out loud!
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16. 2 Allow Google To Recognize Your Keywords
What Google Sees
What We See
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17. 2 Meta Content
What is it?
Main Elements Consist of:
1. Page Title
2. Description
3. And sometimes… Keywords
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18. 2 Meta Content
What is it?
Main Elements Consist of:
1. Page Title
2. Description
3. And sometimes… Keywords
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19. 2 Meta Content
Facebook Groups: B2B Lead Gen
Include descriptive keywords and phrases in page titles
Keywords in the First or Second Position of the Page Title Have the Highest Impact!

20. 2 Develop Content Silos
Consider your site’s thematic structure
• Thematically Group Pages Around Mobile
Keywords
SMB
• Link Pages Within The Same Enterprise
Groups To Further Strengthen
Theme of Website
• Search Engine Spiders Can See a
Theme Across Your Site That SMB Enterprise Mobile
Makes Sense
Other Relevant Internal Pages
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21. Webinar Agenda
Be Found By the Search Engines
1 Learn how Google discovers, indexes, and ranks web pages
Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization
Optimize Your Marketing Channels
3 Benchmark, Project and Take Action!
Measure Results & Success
4 Monitor and improve your SEO results
#wm123
@webmarketing123

22. 3 Find Your Target Customer
Step 1: Establish Benchmark & Project
Google Analytics
• Traffic Sources
• Referring Sites
• Filter – Containing: Facebook
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23. 3 Find Your Target Customer
Step 2: Project & Take Action!
Based on what you get today, project conservative increases:
- Initially, don’t be afraid to project based off what reality!
Benefits:
- Ownership & Responsibility
- Higher-ups know where you are at and signs off on what winning looks like
- You have a target to hit or miss!
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24. Webinar Agenda
Be Found By the Search Engines
1 Learn how Google discovers, indexes, and ranks web pages
Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization
Optimize Your Marketing Channels
3 Benchmark, Project and Take Action!
Measure Results & Success
4 Monitor and improve your SEO results
#wm123
@webmarketing123

25. 4 SEO Is Stepping Stone to Success
Why SEO matters
1
Keyword
Rankings
2
Increased
Traffic
3
Lead and
Sales
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26. 4 Compare Keyword Rankings
Measured on a weekly, bi-weekly, or monthly basis
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27. 4 Watch Organic Search Traffic
Measures effectiveness of SEO program
Filter out “branded” traffic
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28. 4 Watch Organic Search Traffic
Measures effectiveness of SEO program
Goal Tracking: By Conversion Type!
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29. 4 Set Up Logical Goal Tracking
Ties SEO effectiveness to lead and sales flow
Determine Your ROI Goals:
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in your
links and content
• Consider removing poor-performing keywords from
your campaign
• Observe where visitors abandon the goal path and
analyze the data to determine why
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30. 4 Keep Up
On a monthly basis, on and off-page optimizations need to work in
tandem to drive continued success. Rely on analytics to guide
decision making.
On-Page Changes
Measuring
Improvement in
Rankings, Site Link Building
Engagement, and
Lead Flow
Monitoring Visitor Tracking Spider
Analytic Data Crawls
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31. Key Takeaways
• Begin Optimization Now: Capitalize on your core keywords before the
competition does. Identify your top keywords and who ranks highly for
those terms today.
• SEO Success Takes Time and Resources: Executing SEO correctly
requires full-time resources. Optimizing for a set of keywords requires
relevant content, inbound links, and website structure.
• Use the right marketing channels: Understand the online channels
that are most applicable to your business. Take advantage of the
platforms that will reach your target audience.
• Achieve 2012 Marketing Goals: SEO is the most cost-efficient way to
generate qualified sales and leads. Take advantage of search demand
for your industry and leverage this to achieve your 2012 business plan
goals.
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32. Thank You!

33. Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
Please contact:
contact@webmarketing123.com
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