The Value of Search Engine Optimization


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Find out what it takes to Get Found, See Results & Increase ROI

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The Value of Search Engine Optimization

  1. 1. The Value of Search Engine Optimization What it takes to Get Found, See Results & Increase ROI Sarah Lamansky Search Engine Marketing Manager Mannix Marketing, Inc.
  2. 2. The Purpose of a Search Engine  Generate New Visitors  Attract „surfers‟  Attract „informational seekers‟  Attract „buyers‟ You Need to be Visible for ALL stages of the buying process!
  3. 3. What is the Ultimate Goal?  To Increase New Visitors  To Increase ROI  Convert Leads into Sales  Make People Stay on-site To Portray YOUR Marketing Philosophy
  4. 4. In Order to Obtain the Goal… The Basic SEO Fundamentals need to be in place before you can see Results. What are the Basics?  Keyword Research  Titles and Meta Data  Content Development  Site Architecture  Link Marketing  Social Media Optimization
  5. 5. What is Keyword Research?  Phrases that users type into the search bar to find YOU  Keywords in: Titles, Meta Data, H1s, and body of website  Incorporate Short Tail Keyword Phrases as well as Long Tail Keyword Phrases into the marketing of your website “Keyword research is critical to the process of SEO. Without this component, your efforts to rank well in the major search engines may be mis-directed to the wrong terms and phrases, resulting in rankings that no one will ever see.” - Keyword Definition – “a word that a search engine user might use to find relevant web page(s). If a keyword doesn't appear anywhere in the text of your web page, it's highly unlikely your page will appear in the search results (unless of course you have bid on that keyword in a pay-per- click search engine).” –
  6. 6. Short Tail…What’s This? *Short Tail Keywords  Highly competitive  Broad-based phrases  More searches  „Info Gathering‟ *Depends on target market. Keywords are determined by analyzing product and industry competitors. Determining a set of keywords is the first step in any SEO Campaign.
  7. 7. …Long Tail? Long Tail Phrases* • 3-4 phrases • Specifically targeted, narrow • Narrow phrase= higher conversion • „Buyer‟
  8. 8. What are Optimized Titles? Title in Search Results •„First Impression‟ • Enhance Credibility Create Stickiness Title in Browser Adds fresh, unique keyword-rich content for search engines
  9. 9. Optimized Meta Data Optimized Title Optimized Meta Data
  10. 10. Keyword Placement Page Title URL: („seo‟ = keyword) Navigation Bread Crumbs H1 Body of Text Anchor Text
  11. 11. How to Develop Content Ideas for Content – Press releases – Informational articles – Product descriptions – Top 10 lists – Case Studies  Interlinking using anchor text within paragraphs
  12. 12. Site Architecture Is Important  “Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.” – Google Webmaster Guidelines Home About Contact Us Products History Mission Product A Product B Product C  Pull Javascript into an External File  Don‟t Use Flash, Optimize CMS, crunch images, say No to frames, don‟t duplicate.
  13. 13. …Link Marketing  “Link popularity refers to the number and quality of the incoming links that are pointing to your site.” –  Find quality web sites and directories to link your website to, and to have link back to you  Benefits: – Increases traffic, enhances search engine visibility, and increases your popularity to the search engines – Helps boost placements as most search engines factor link popularity into their algorithms.
  14. 14. Link Marketing – The How to? • Chambers/Tourism Bureau • Best Links • Press Releases • Email Campaigns • Like businesses • Local businesses • Blogging • Niche sites • • Social Media
  15. 15. Get Found Locally! National & Local
  16. 16. Get Found Locally!
  17. 17. Get Found Locally!
  18. 18. Blogging
  19. 19. Blogging Pros  Define large and small businesses  Be the Face for Your company = Branding  Online Reputation Management  Provides a niche community  Link Popularity & Optimization  Chatter = Story
  20. 20. Blogging Challenges  Time Commitment = See Results  Need to maintain persona, no selling  Open to public = Need to Monitor
  21. 21. Social Media Optimization  Social media optimization (SMO) is a set of methods for generating publicity through online communities and community websites…a technique to viral marketing where word of mouth is created not through friends or family but through the use of networking in social bookmarking, video and photo sharing websites. – Wikipedia  Why SMO? People want to connect with others; by establishing yourself (or company) in a community niche, not only will you promote your business (or product), but also ultimately create immediate connections between you and your target audience.  Leveraging Social Media: – Social Bookmarking (, – Social Networking (FaceBook, MySpace, LinkedIn, Twitter) – Sharing News (RSS Feeds,,, – Sharing Video (YouTube, Truveo) – Industry Blogging
  22. 22. – Bookmarking
  23. 23. – Bookmarking Received over 196 Referrals from 1/1/09 - Present
  24. 24. - Bookmarking
  25. 25. – Viral Marketing
  26. 26. – Viral Marketing
  27. 27. – Viral Marketing
  28. 28. – Viral Marketing
  29. 29. – Viral Marketing
  30. 30. Social Media Real Referrals
  31. 31. Cocktail Party is like Social Media  Meet people and start conversations  Ask/Answer questions – help others  Build brand awareness Whether you network face to face, or via online communities– it’s the same principal
  32. 32. Social Media is More Effective because…  Join a community  Outreach to people and their friends…and their friends…  Have an opinion? Become an authority figure  No time restraints, multiple people can respond to your comments = freedom  Manage what others are saying about you
  33. 33. Social Media Optimization: Facts  85% of Americans believe a company should not only be present via social media, but also interact with its consumers  60% of Americans interact with companies on a social media web site, and one in four interact more than once per week  56% of American consumers feel both a stronger connection with Source: 2008 Cone Business in Social Media Online Study conducted and better served by companies September 11-12, 2008 when they can interact with them in a social media environment
  34. 34. What are People Saying?
  35. 35. What are People Saying?
  36. 36. What are People Saying?
  37. 37. What are People Saying?
  38. 38. You’ve Read the Buzz, Now What?  Join those communities and start conversations  Post events, news, blogs, feeds  Invite, Engage, Connect, Communicate  Build Brand Awareness = Enhance Online Reputation Thru Social Media Networks
  39. 39. Why Invest in SEO?  Long Term = Lasts Forever  Organic Search Clicks = 85% +  By not ranking organically, you are losing out on roughly 60-75% of prospective customers to your competitors.  Increase Online Referrals and Exposure  Click through rates = Conversions  No additional payment for clicks  Get found for long tail and short tail keyword phrases  Increased brand exposure & management Over 70% of people start with a search engine when searching for a product, services or event …Are YOU getting found?