The document outlines a workshop on Search Engine Optimization (SEO) held on October 1, 2007, highlighting key SEO concepts, tools, and techniques for building an SEO-friendly website. It emphasizes the importance of keyword research, relevant content, and proper meta tags while providing historical context on search engines and their significance in digital marketing. The document also names notable SEO professionals and resources available for further learning in the field.

1. Building World-Class Search Engine Optimization Expertise eMarketing Workshop Corporate College Hands On SEO October 1, 2007 John Inama Dave Goebel Greg Habermann

2. Hands On SEO SEO Basics (cont’d) Content Links Navigation Tools for SEO Keywords Overture Tools Keyword Density Checker Validation tool Spider simulator Link Checker SEO Digger Google Webmaster Tools Search Commands Site: Hands-on Website Reviews Resources Introduction Dawn of the Search Engine Importance of Search Engines Market Share Today Importance of Search Engines How Search Engines Work Crawlers What a Crawler Sees How People Search World Internet Usage Trends Constructing Keyword Phrases Organic vs. Paid SEO Basics Keyword Research Building a site that is SEO Friendly Meta Tags

3. Who is Cleveland SEO? ClevelandSEO.com was created to feature the exceptional talent Cleveland has to offer in the search engine marketing arena. Greater Cleveland has a good number of industry experts that speak both nationally and internationally. Coming to ClevelandSEO.com assures you that you are being exposed to the best our industry has to offer.

4. Who is Goebel Group Inc. We consult on how to use search to increase productivity Google, Yahoo, MSN Internet Marketing PR, Email, Surveys Enterprise Search Intranet, Website, and Desktop Clients in North America, Europe Speaker [email_address]

5. Who is Pilot Fish Division of Polysort LLC, founded in 1995. Provides website optimization including keyword research, link building, and website development services. Focused on B to B sites www.pilotfishseo.com

6. Who is SageRock? Web Marketing firm out of Akron, Ohio 4 Main Areas of Focus Search Engine Optimization Paid Search Social Media Marketing Analytics Lots of outreach and education programs including many speaking engagements and expert articles across the industry Clients are mostly B2B and some B2C. [email_address]

7. What is Search Engine Optimization Also known as Search Engine Optimization (SEO) or Search Engine Positioning Leverages Search Engines’ desire to display most relevant pages that match users’ target keywords Involves an integrated approach to web site development that recognizes the specific content, coding and promotion requirements for good search engine placement.

8. Dawn of the Search Engine 1994 – Yahoo started out as a listing of favorite sites. Late 1994 -- WebCrawler first search engine to index full pages. 1995 -- Lycos, Excite, Infoseek. 1996 – Lycos is largest search engine, with index of 60 million pages. 1996 -- AltaVista developed natural word search and ability to add URL in 24 hours. 1997 -- Google launched, using a ranking system determined by incoming links. 1998 -- MSN and Open Directory Project (human-editors, now known as DMOZ).

9. Market Share Today Google 53% Yahoo 19% MSN 12% Ask 1.6 % Other 8.9% -Nielson/Netratings, August 2007

10. Importance of Search Engines 7.3 billion searches conducted monthly in the U.S. Search engines organize and prioritize the 5.5 billion web pages that compete for the Internet users’ attention. 85% of Internet users use search engines.

11. How People Search-World Usage -- Internet World Stats, March 10, 2007 Internet Users (millions) Penetration % World Users North America 233.2 69.7% 20.9% Europe 314.8 38.9% 28.3% Asia 398.7 10.7% 35.8% Latin America 96.4 17.3% 8.7%

12. How People Search-Trends # of results viewed before click -- iProspect, 2006 Only a few 23% First page 39% First 2 pages 19% First 3 pages 9% More than 3 pages 10%

13. How People Search-Constructing Keyword Phrases -- HitWise, 2006 1 word 23.4% 2 words 26.3% 3 words 21% 4 words 13.4% 5 words 7.4% 6 words 3.9% 7 words 2% 8 words+ 2.6%

14. How People Search- Organic vs. Paid Listings 60.5% Click on Organic Listings 39.5% Click on Paid Listings --iProspect, 2005

15. SEO vs PPC SEO vs PPC Search Engine Optimization Low cost Not a paid advertisement Simple implementation No guarantees Long term goals & rewards Pay Per Click Costly expense Paid advertisement Regular maintenance Complete control Immediate results

16. Organic and Paid Listings on an Engine Organic Paid listings

17. SEO Basics-Keyword Research Find the keywords or key-phrases that are relevant to your business or service and that people are searching on. Use free tools from the internet to do keyword research.

18. SEO Basics- Building a site that is SEO Friendly Allow crawlers or bots access Should have the proper meta tags Content must be relevant Do not try to trick crawlers or bots No white on white text

19. SEO Basics- Meta Tags Tag that tell crawlers or bots what is on the page Information about the information Most important Title Description Robots <html> <head> <meta http-equiv=&quot;Content-Language&quot; content=&quot;en-us&quot;> <meta http-equiv=&quot;Content-Type&quot; content=&quot;&quot;> <title>SEO</title> <meta name=&quot;keywords&quot; content=“ &quot;> <meta name=&quot;description&quot; content=“ &quot;> <META NAME=&quot;robots&quot; CONTENT=&quot;index, follow&quot;> <META NAME=&quot;GOOGLEBOT&quot; CONTENT=&quot;INDEX, FOLLOW&quot;>

20. SEO Basics- Content Content is King Use relevant keywords or key-phrases with a density of between 3% and 7% Bold helps

21. SEO Basics-Links Inbound Higher ranking site Text in link important Outbound Less the better Crawler follows link Intra site Helps with navigation

22. SEO Basics- Navigation JavaScript Some Crawlers can not navigate Commonly found in Menus Flash Crawlers can not view Use HTML version as option or SWFobject Images Should have alt tags

23. Tools for SEO-Overture

24. Tools for SEO-Keyword Density Checker

25. Tools for SEO-Validation Tool

26. Tools for SEO-Spider Simulator

27. Tools for SEO-Link Checker

28. Tools for SEO- SEODIGGER

29. Tools for SEO-Google Webmaster Tools

30. Search Engine Commands-Google.com “ site:yoursite.com keyword” Result: shows if your site is indexed for a particular keyword “ inurl:keyword.” Result: Web sites using keywords {or your brand} in URL “ site:yoursite.com” Result: shows the pages of your site indexed

31. Search Engine Commands-Yahoo.com “ linkdomain:yoursite.com” Result: shows all links to your domain “ linkhttp://yoursite.com.page.html” Result: shows all links to that page “ linkdomain:yoursite.com-site: yoursite.com” Result: shows links, excluding internal links

32. Hands on Reviews Websites to be reviewed:

33. Conclusion SEO takes time Get basics done when building website Content Make content relevant Clicks are free

34. Resources www.clevelandseo.com www.searchenginenews.com www.sempo.org http:// searchenginewatch.com www.searchengineland.com