Adam Henige GVSU SEO Presentation

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Adam Henige's 10.27.11 presentation to Seidman School of Business MKT 380 class.

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Adam Henige GVSU SEO Presentation

  1. 1. Search 11/02/11
  2. 2. Netvantage Marketing <ul><li>About me: </li></ul><ul><ul><li>GVSU 2000, MSU 2006 </li></ul></ul><ul><ul><li>Managing Partner of Netvantage Marketing </li></ul></ul><ul><ul><ul><li>Specialize in SEO, paid search management, social media and web analytics </li></ul></ul></ul><ul><ul><li>Background in marketing, consulting and multimedia production </li></ul></ul>Copyright 2011 - Netvantage Marketing
  3. 3. Basic concepts <ul><li>Paid search listings vs. organic listings </li></ul>Copyright 2011 - Netvantage Marketing Paid search listings Organic search listings
  4. 4. Basic concepts Copyright 2011 - Netvantage Marketing <ul><li>Approximate search engine breakdown </li></ul>
  5. 5. 4. Build some back links Copyright 2011 - Netvantage Marketing Page title & URL Header tags Body copy Alt tags
  6. 6. On page optimization factors <ul><li>Target individual pages with keywords </li></ul><ul><li>The double edged sword </li></ul><ul><ul><li>Designing a page for search engines and users </li></ul></ul><ul><ul><ul><li>Page titles for click through and ranking </li></ul></ul></ul><ul><ul><ul><li>Text that search engines like and gets users to convert </li></ul></ul></ul>Copyright 2011 - Netvantage Marketing
  7. 7. Off page optimization factors <ul><li>Links are the difference maker </li></ul><ul><ul><li>Think of links as votes or referrals </li></ul></ul><ul><ul><li>At the most basic level, the more quality links you have, the more important search engines think you are, and the better you’ll show up in the SERPs (search engine results pages) </li></ul></ul>Copyright 2011 - Netvantage Marketing
  8. 8. Pop Quiz <ul><li>If you search “click here” on Google what page comes up first? </li></ul><ul><ul><li>No cheating! </li></ul></ul>Copyright 2011 - Netvantage Marketing
  9. 9. The answer <ul><li>Adobe Reader </li></ul><ul><ul><li>But why? </li></ul></ul><ul><ul><li>No mention of “click here” anywhere on the page or in the code </li></ul></ul><ul><ul><li>The answer is links… VERY specific links </li></ul></ul>Copyright 2011 - Netvantage Marketing
  10. 10. Copyright 2011 - Netvantage Marketing Your Brand
  11. 11. Search and Your Brand <ul><li>How can search impact your brand? </li></ul>Copyright 2011 - Netvantage Marketing
  12. 12. Search and Your Brand <ul><li>Your market may not care much about brands. Ex. Pontoon boats </li></ul>Copyright 2011 - Netvantage Marketing
  13. 13. Deliciously measurable <ul><li>Applicable to most online marketing </li></ul><ul><ul><li>Metrics to track </li></ul></ul><ul><ul><ul><li>ROC (Return on Click) </li></ul></ul></ul><ul><ul><ul><li>Bounce Rate </li></ul></ul></ul><ul><ul><ul><li>Pages Per Visit </li></ul></ul></ul><ul><ul><ul><li>Average Time on Site </li></ul></ul></ul>Copyright 2011 - Netvantage Marketing
  14. 14. <ul><li>Questions? </li></ul>Copyright 2011 - Netvantage Marketing

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