Seo gold rush


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SEO is the most efficient form of marketing in history for all sizes of business. This powerpoint by SEO Consultant and Principal Brandon Na of Seattle Organic SEO exhibits basics of SEO, a brief history of marketing and the major tenets of SEO that all people should be paying attention to regardless of the changes in the Search Engine algorithms.

**Pls note: Slide 9 has a mistake. It was suppose to be "The most effective in the short term" instead of the "The most efficient" for PPC.

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Seo gold rush

  1. 1. (The Real) SEO Gold Rush<br />By Brandon Na<br />CEO, Ethicus Group,<br />Principal, Seattle Organic SEO,<br />Presented to Small business Owners on March 22, 2011 at the Community Capital Development, Seattle, WA,<br />
  2. 2. 1st tip: Always question the source<br />In H.S., I was taught this (primary, secondary, biases, etc.)<br />Who is Brandon Na? (<br /><ul><li>SEO, CEO, & Social Entrepreneur
  3. 3. Was a “practicing entrepreneur” for 38 yrs (amazon, expedia, r.e., cdi [140 pplin/directs; 7000 students], RMS, rSolutions, semcommonsense, almostfreephone & various other websites)
  4. 4. Son of 2 serial entrepreneurs (still advise & will probably take over in a few years)
  5. 5. Used SEO to build 2 businesses into very profitable and succesful entities that decreased marketing $’s drastically
  6. 6. Sold house to Adrian Beltre, sold personal house to JJ PutzSahalee Country Club member</li></li></ul><li>Never has there been a time in business <br />history where one marketing strategy been <br />so efficient, so effective and so powerful. If <br />you don’t take advantage of this opportunity, <br />you might as well fall by the waste side <br />as many businesses have done in the <br />Past 5 years. <br />-(author tbd)<br />
  7. 7. January 24, 1848 <br />The California gold rush began when gold was discovered at Sutter’s Mill<br />As the news of discovery spread, some 300,000 people came to California from the rest of the United States and abroad<br />
  8. 8. These early gold seekers called <br />“49ers” traveled to California by<br />sailing ships, covered wagons across<br />the continent. <br />Basically they did ANYTHING to get <br />their gold. Sound familiar?<br />
  9. 9. The Real Benefactor: Samuel Brannan<br />Samuel Brannan was the first millionaire because of the California gold rush. Brannan established the first newspaper in San Francisco called the California Star and also established the first school in San Francisco. He was also credited with developing banks, railroads, and telegraph companies. <br />Recent scholarship confirms that merchants made far more money than miners during the Gold Rush. Brannan was a prime example. Brannan opened the first supply stores in Sacramento, Coloma, and other spots in the gold fields. Just as the Gold Rush began, he purchased all the prospecting supplies available in San Francisco and re-sold them at a substantial profit.<br />Basically, he got there<br />first. <br />
  10. 10. Many Gold Rushes have occurred since<br /><ul><li>Black Hills of S.D. and Wyoming (1874)
  11. 11. Mount Baker (1897) & Klondike (1896)
  12. 12. Peruvian Amazon (2009)
  13. 13. Dot Com Bubble (1995-2000)
  14. 14. Real Estate Bubble (2006 - ???)
  15. 15. Basically people want money that grows on trees; very few believe in the phrase, “in order to make money, you need to ‘earn it.’”</li></li></ul><li>(There have even been) Marketing Gold Rushes<br />Early days of: <br />Newspapers (1704)<br />Magazines (1742) <br />Billboards (1867)<br />Telemarketing (1895)<br />Radio (1906)<br />Television (1935)<br />(Direct) Mail Marketing (1954)<br />Early days = Not fully proven<br />Cheaper prices & early adopters awarded<br />
  16. 16. One of the most powerful, but…One of the most annoying! (est early 1990s)<br />At the beginning of Internet Marketing<br />In the first stage for several & at worst, the 2nd.<br />Email Marketing<br />The most efficient– Has 2 major periods<br />Before Google, After Google (est 1999/2000)<br />SEO<br />The most efficient– Has 2 major periods<br />Before Google, After Google (est 1999/2000)<br />PPC<br />Just Started (2010)– Facebook, Twitter (still mostly noise)<br />Important, but…<br />Social Media<br />VERY early<br />Important, but…<br />Mobile Marketing<br />
  17. 17. What is SEO? Why do we care? <br />Search Engine Optimization aka “Super Efficient Opportunities”<br />
  18. 18. It’s a Google Dominated (Search) World<br />US Searches – Feb 2011<br /><ul><li>66.69%
  19. 19. 28.48% Bing Powered
  20. 20. 14.99%
  21. 21. 13.49%</li></ul>*Experian Hitwise (Data based on 4 week rolling periods (ending <br />Feb 26, 2011) from the Hitwise sample of 10 million U.S. Internet<br />Users. Figures are for Web Searches only. <br />
  22. 22. Most Important SEO Factors<br />There are 2 Big C’s to focus on<br />Content<br />On-site/page Optimization<br />Credibility<br />Links<br />“The Internet is a an <br />Economic Library”<br />Content<br />2nd<br />page<br />3rd<br />page<br />Credibility<br /> Chaos,: <br /> (Creativity, Cunning, Collaboration,<br /> Conditions [luck])<br />2’s<br />3’s<br />#1<br />4’s<br />20th<br />page<br />
  23. 23. Content<br />MA = Media (website) Attributes<br />Describing your website to Google with website attributes<br />URL (#3)<br />Most Imp Tags<br />Title(#1, #2)<br />H1 Headline Tags (#4)<br />In/Ex-ternal link anchor text<br />Much more (imgs, meta)<br />PA = Page Authority<br />Links<br />Page Rank<br />Determines importance on ‘net<br />Credibility<br />What exactly is Content & Credibility?<br />How are people successful in every day business?<br />MA & PA do it the right way!<br />SEO Factors Survey Results (2009)<br />24% Trust/Authority of the Host Domain<br />22% Link Popularity Of the Specific Page<br />20% Anchor Text of Internal Links<br />15% On-Page Keyword Usage<br />7% Traffic and Click-Through Data<br />6% Social Graph Metrics<br />5% Registration and Hosting Data<br /><br />
  24. 24. Keyword Research B4 Content & Credibility<br />Defining what you will target is key!<br />
  25. 25. Real World Case Study #1<br />Deviant Seattle<br /><br />
  26. 26. Typical First line checks<br /><ul><li>Title Tag
  27. 27. About Page
  28. 28. Scan the site (on the outside [visually] & inside [view source]</li></ul>Header tags<br />Meta tags (imp/not imp)<br /><ul><li>Use Online Tools to determine important SEO factors
  29. 29. Look for the website online
  30. 30. Conduct searches on what the site appears to be focused on
  31. 31. Title is not site’s focus, but brand name or business name
  32. 32. Keywords are stuffed and not natural; in wrong places
  33. 33. Fails to show up in searches</li></ul>Typical problems<br />Content: What is the site about? <br />
  34. 34.
  35. 35. On page elements<br /><ul><li>Change title tag
  36. 36. Add kw focus in h1 tags
  37. 37. Add h2 tags w/ kw focus
  38. 38. Change meta description to be sth consumers would like (click)
  39. 39. Current Meta Desc looks like a kw list; meta kws not important & actually gives competition insight
  40. 40. Create logos with kw in name
  41. 41. Use kws in alt text
  42. 42. Apply to all pages
  43. 43. GA & GW’s a must!!!
  44. 44. Change url structure to be semantic not id=123
  45. 45. Create folders/sub dirs that reflect kw focus
  46. 46. Add sitemap that google understands (url structure?)
  47. 47. Age = new? </li></ul>Site architecture<br />Some SEO Suggestions for Deviant <br />
  48. 48. Other On Site/Page SEO Factors<br />Not as important, but could effect your rankings<br />There are 200+ factors in the algorithm<br />
  49. 49. Real World Case Study #2<br />College Solutions<br /><br />
  50. 50. On page elements <br /><ul><li>Title tag is o.k. BUT, “college placement consultants” has only 12 searches/mo & is very competitive
  51. 51. Title is 122 characters; limit is 65 characters
  52. 52. No h1 tags
  53. 53. Titles remain the same on different pages
  54. 54. Meta description misspelling
  55. 55. Meta keywords not imp
  56. 56. Images & alt text (ok, but could be better)
  57. 57. No sitemap
  58. 58. No Analytics?
  59. 59. Very few links
  60. 60. Young site?
  61. 61. More pages?
  62. 62. Google Webmasters? </li></ul>Site architechture & linking<br />Some SEO Suggestions for College Solutions LLC<br />
  63. 63.
  64. 64. Link building is the missing part of the SEO puzzle<br />Creates “credibility” for your website<br />
  65. 65.
  66. 66. Anchor Text is Critical<br />
  67. 67. Ideal<br />Results<br />
  68. 68. Never has there been a time in business <br />history where one marketing strategy been <br />so efficient, so effective and so powerful. If <br />you don’t take advantage of this opportunity, <br />you might as well fall by the waste side <br />as many businesses have done in the <br />Past 5 years. <br />-(author = me, you & everyone)<br />
  69. 69. Thanks & If You’re Thankful, Please…<br />This advice could be worth thousands, millions or nothing…<br />Search Engine Marketing by Top Seattle SEO Firm SOS and National SEO Marketing Agency Ethicus Group<br />ADD MY LINK TO THE FOOTER OF YOUR SITE<br />Like me<br />on <br />Facebook<br />Follow me <br />On<br />Twitter<br /><a href="" target="_blank">Search Engine Marketing</a> by Top <a href="" target="_blank">Seattle SEO</a> Firm SOS and National <a href=>SEO Marketing</a> Agency Ethicus Group<br /><br /><br />
  70. 70. References<br />Advertising History Timeline,<br />Billboards,<br />California Gold Rush,<br />Direct Marketing,<br />Dot-com Bubble,<br />How Radio Drives Ad Awareness Four Times more Cost Effectevely than TV,<br />Radio Advertisement,<br />Radio Advertising Costs Demystified, (hard to read, but nuggets in here definitely)<br />The Birth of Telemarketing,<br />Fir<br />