eMarketing Techniques - SEO - Exposing the Wizard Behind the Curtain

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Search Engine Optimization
Exposing the Wizard Behind the Curtain

Presented by
ese ted by
Sage Lewis
Follow me @SageRock

12/4/2009 1

Goals

1)   Identify the opportunities in SEO and SEM

2)  Provide a basic understanding of the tools

3)  Show you how to analyze the results

4)  Show how you can attract more traffic

12/4/2009 3

Why do you need it?
• Consumers SEARCH
• Searchers are finding “collector sites”
• You want to drive them to your site
• You can emphasize smaller niche
p
offerings and very targeted markets
• You can target social economic or race
social,
• Increase visits to your website

12/4/2009 4

What is SEO?

• Search Engine Optimization (SEO): is
the process of making a website and its
content highly relevant for both search
engines and searchers.
i d h
• Size of Industry: The number of global
searches in July of 2009 topped 100 billion
which represents a hefty 415 increase over July
searches f
h from 2008
2008.
Source: ComScore
12/4/2009 5

What is SEM?
• Search Engine Marketing (SEM): is the
process of marketing a website through
several different internet marketing
strategies; whether by improving rank in
organic or natural listings (SEO), paid or
(SEO)
sponsored listings (Pay-Per-Click) or a
combination thereof.
thereof

12/4/2009 6

How do people search?
U.S. Core Search Rankings
g Expanded Search Rankings
p g

12/4/2009 7

Keywords
• Challenge # 1 – What are people actually
searching for?

– Solution: Keyword Research

12/4/2009 9

Keywords
• Challenge # 2 – How do you use your
keyword research information?
– Solution: Search Engine Optimization (SEO)

Title Tags
Meta Tags
Page Content and Links
Incoming Links
Let’s look at an example
Let’s look at an example.
12/4/2009 10

Reverse “Engineer” Keywords
Engineer
• Study your competition
– What keywords people use to
find competitors
– What keywords your competitors
are buying

• Learn what your prospects are searching
for.
(Have you checked you web logs today?!)

12/4/2009 11

Reverse “Engineer” Keywords
Engineer
• Look at the top 10 ranked websites for relevant
p
keywords
• Recommended Resources
– Google Trends, Google Analytics
G l T d G l A l ti
– Google Webmaster Central
– Yahoo Site Explorer
– URL Trends
T d
– Alexa.com
– Wordtracker.com

12/4/2009 12

Summary
Why SEO and SEM?
Wh SEO and SEM?
SEO vs SEM?
10.2 million people are looking for you
10 2 million people are looking for you
Keyword Research
Basic SEO Tips
Reverse Engineering

12/4/2009 13

Next Step
• Continue to familiarize yourself with
concept
• St t t optimize your admission website
Start to ti i d i i b it
• Identify aspects of your business that
would be ideal for more search traffic and
focus on their need
• Conduct a keyword audit

12/4/2009 14

More information:

Go here:
p // g
http://LinkBuildingMastermind.com
To Get The Video:
yp p g
The 2 Reasons why people fail link building and
how to fix it.”
FOR FREE!
12/4/2009 15

Quest o a d
Question and Answer
s e

12/4/2009 16

Search Engine Optimization
Exposing the Wizard Behind the Curtain

Presented by
ese ted by
Sage Lewis
Follow me @SageRock

12/4/2009 17

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