85-90% of online traffic begins with search engines, so search engine optimization is crucial. SEO involves improving website structure, content, and inbound links to rank higher in search results. The top positions receive the majority of organic search traffic, so optimizing to target profitable keywords and gain relevant links is important for businesses to be found online.

1. Presented by Darcy Knapp, MBA SEO Web Mechanics

2. Search Engines are #1 Way to be Found
 85-90% Of on-line traffic begins at a search engine!
 33% of Internet Users Believe Companies Found in Top Search
Results Must Be a Major Brand -- Indicating That Top Rankings
Transmit Brand Equity -- iProspect, the Original(TM)
To gain their business. . . .
they have to be able to find yours!
Presented by Darcy Knapp, MBA SEO Web Mechanics

3. Websites vs. URLs (Domains)
Search Engines Retrieve Websites – NOT URLs!
Presented by Darcy Knapp, MBA SEO Web Mechanics

4. Search Engine Algorithms
Presented by Darcy Knapp, MBA SEO Web Mechanics

5. Marketing Opportunity
 The majority of businesses say they would use Search
Engine Optimization with expert assistance.
 In actuality, less than 25% invest in SEO/SEM
marketing.
 Yet more than 80% of the population is using search!
 Fish where the Fish are!
Presented by Darcy Knapp, MBA SEO Web Mechanics

6. Directories??
 Do you advertise in a phone book?
 What lesson can we learn from the Yellow Pages?
Presented by Darcy Knapp, MBA SEO Web Mechanics

7. Presented by Darcy Knapp, MBA SEO Web Mechanics

8. Search Evolution
 Maps
Images
Text
Blogs
Wikis
Video
Reviews
Personalized Search
Presented by Darcy Knapp, MBA SEO Web Mechanics

9. Search Engines: Google Dominates
Popularity of Search Engines
#1.5 Trillion Google
Searches Globally in
the last 12 months
~340M Searches Daily/US
Presented by Darcy Knapp, MBA SEO Web Mechanics

10. How Search Engine Spiders Work
Spider-Bot Home Page Fetches ALL Content to add
to the Search Engine index
Presented by Darcy Knapp, MBA SEO Web Mechanics

11. Spiders & Rankings
A spider is a web-bot, a computer program launched by a
parent search engines to read the internet’s content.
Spiders “crawl” every site and follow all Links and index
every web page they can find.
Spiders “read” content and return the data to their Search
Engine for distribution in Search Results Pages.
The spiders sole mission in life is to “Fetch” new content!
Presented by Darcy Knapp, MBA SEO Web Mechanics

12. Put Your Key Words to Work
Organic Search
Social Search
Presented by Darcy Knapp, MBA SEO Web Mechanics

13. Identifying Keywords
 Traffic – Is there search on the Key Word/Phrase?
 Competition – How many competitors are seeking rank?
 Relevancy – Does the offer meet audience needs?
For Local or Geo-Targeted Search
Location can be the ultimate key word.
Presented by Darcy Knapp, MBA SEO Web Mechanics

14. Pay Per Click (not Paper Clip!)
Paper Clip
Pay Per Click
Presented by Darcy Knapp, MBA SEO Web Mechanics

15. Pay Per Click Advertising
Placement and Criteria:
Auction Environment: Bid price
Click Through Rate (CTR)
Quality Score of Landing Page: (QS)
Offer Relevancy
Line 1: Title Line
2010 Ford Taurus in Stock
www.MyBizSellsCars.com Line 2: Display URL
Over 20 Ford Taurus Cars to Choose Line 3: Description
Financing for All Credit Needs Line 4: Description
Presented by Darcy Knapp, MBA SEO Web Mechanics

16. Paid Search: Yellow Ads
What you do not know . . .
Presented by Darcy Knapp, MBA SEO Web Mechanics

17. Organic Rankings
How do I get Top 10 (Top 5) on Google?
Presented by Darcy Knapp, MBA SEO Web Mechanics

18. Optimization: Worth the Effort
1st Position = 56% of Organic Search Traffic
2nd = 13%
3rd = 10%
4th = 4%
5th = 5%
6th = 3%
7th = 2%
8th = 3%
9th = 2%
10th = 3%
Presented by Darcy Knapp, MBA SEO Web Mechanics

19. What is Search Engine Optimization
Search Engine Optimization (SEO) is the process of
improving your website structure, content and in-
links; resulting in higher placement on the Search
Result Pages (SRP).
SEO can target different kinds of search:
Local, Regional, Image Based, Video,
Product Driven or Content Specific.
Presented by Darcy Knapp, MBA SEO Web Mechanics

20. Getting Found:
Good Search Engine Optimization
Finds that special balance between
Content and Links
Creating that perfect Marriage!
Page Rank wins over Content
Links drive Page Rank
More Links=More Visibility
Presented by Darcy Knapp, MBA SEO Web Mechanics

21. Links Come from a Variety of Sources
One Way Links: Inbound links from relevant sites
Directory Links: Inbound links from Directories
Web 2.0: Great blog postings drive links
Social Media Sites
Websites
Online Directories
Blogs
Web Articles
& News
Releases
Presented by Darcy Knapp, MBA SEO Web Mechanics

22. A Solid Foundation for Optimization:
•Does it sell?
•Content Rich
•Inbound Links
•Text Navigation
•Unique Values
•Updated Often
•Limited Flash
•Key Word Filled
•User Friendly
•Correct Tags
Presented by Darcy Knapp, MBA SEO Web Mechanics

23. The Steps to Optimization:
1. Research Profitable Keywords
2. Optimize On-Site Content
3. Build Tons of In-Bound Links
4. Review Results
5. Do it all over again!
Presented by Darcy Knapp, MBA SEO Web Mechanics

24. Optimization via Social Media
Create & Tag Your Public Profiles
 Google
 Blog ~ Strategy
 My Space
 YouTube
 Facebook
 LinkedIn
 Twitter
 Flickr
 Naymz
 Konnects
 Classmates
 Employment Sites
 Review Sites
Presented by Darcy Knapp, MBA SEO Web Mechanics

25. Google Maps
Page 1 Placement – ZERO Expense
Presented by Darcy Knapp, MBA SEO Web Mechanics

26. Google Analytics
Free Statistics Software: http://Analytics.Google.com
Presented by Darcy Knapp, MBA SEO Web Mechanics

27. The Power of YouTube
The #2 Search Engine
Presented by Darcy Knapp, MBA SEO Web Mechanics

28. Paid vs. Organic Placement

29. You Need to Be HERE
If facebook were a country it would have the
3rd largest population on the planet!
~Facebook is growing exponentially – recently announced 1 Billion users (Jan 2012)~
Presented by Darcy Knapp, MBA SEO Web Mechanics

30. Facebook Business Pages
Presented by Darcy Knapp, MBA SEO Web Mechanics

31. LinkedIn: Your Biz Profile
Connect
Network
Share information
Write Reviews
Join Groups
Answer Questions
Create Biz Page
Promote your Biz
Presented by Darcy Knapp, MBA SEO Web Mechanics

32. Twitter Profile Page
Presented by Darcy Knapp, MBA SEO Web Mechanics

33. End Goal: Organic Placement
Presented by Darcy Knapp, MBA SEO Web Mechanics

34. Are You Ready?
Presented by Darcy Knapp, MBA SEO Web Mechanics