Introduction to Search Engine Optimization was presented to a business audience at the Oswego, NY SBDC on March 21, 2013. This introductory overview includes a view of your website as a sales funnel, the Search Engine Landscape, determining online potential, the basic principles of SEO and the convergence of Search Engine Optimization and Social Media Marketing.

1. Search Engine Optimization
presents
presented by
Eddie Bluff, Vice President Key
Accounts & Co-Founder

2. About Today…
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• After this presentation
• Consultations at your convenience

3. What We Will Cover
• How has the Internet changed the way we do business?
• Your Website as a funnel
• The Internet Marketing Landscape
• Determining online potential
• The convergence of Search and Social
• Internet marketing in more detail
o Search Engine Optimization
o Blogging
• Social Media as a force multiplier
• Live Audience Website Audits

4. How Products Used To Be Purchased
I need a …
Where do I get it?
Shop
Months
Evaluate
Negotiate
Buy

5. … Today (In The Internet Era)
I need a …
Where do I get it?
Online
Shop
Evaluate
Negotiate
Prospect contact
Buy

6. Your Website As A Sales Funnel
Vertical
Websites Social
Media
10,000 25% 12,500 12,500
Your Website
0.75% 0.75% 0.25% 1.0%
75 94 125
More Money 25% 67%

7. The Internet Marketing Landscape

8. Search Engine Results Page (SERP)

9. Search Engine Market Share

10. Determining Online Potential

11. Keywords – What Your Site Is About
• Don’t let website designers pick keywords
• Align Content with words customers use
• Examine competitor’s keywords
• Position content in the path of prospects
• Provide clues about prospects’ concerns/questions
• Facilitates development of content important to
potential customers

13. Twitter Search

14. Google Alerts

15. Convergence Of Search And Social

17. • Influenced by:
• Quality of content
• Number of followers
• Tweet volume

18. • Influenced by:
o Number of connections
o Profile updates
o Discussions created
o Popularity of discussions
(comments)

19. Search Engine Optimization
Relevance
• Title tag
• Keywords and
description
• H tags
• Content
• Alt tags

20. Why Links Are Important?
Credibility
• Authority
• Incoming links are
votes of confidence
• Links from related
pages or sites
• Related anchor text

21. Credibility
• Social Signals (Author /
Human/Social Authority)
• Twitter – authoritative people
lend their authority to pages
they tweet
• ReTweets are the new links

22. Local Search
General Rule of Thumb
If a company can only survive (or thrive) locally…
…then a portion of the people searching for the company’s
products or services will refine their search using
geographic modifiers
Country, State/Province, City/Town/Village, Zip/Postal
Code

23. Blogging
Yesterday Today Tomorrow
???

24. Establish Credibility With Social Media
Create
Accounts
(Name Claim)
Grow
Lead
Discussion Networks
Become
the
Participate In Expert
Discussion
Create
Content
Distribute
Content

25. Establish Credibility With Social Media
Create
Accounts
(Name Claim) Grow
Lead Networks
Discussion
Become
the
Participate In Expert
Discussion
Create
Content
Distribute
Content

26. Twitter
LinkedIn
YouTube
SM
Platforms
Published
Print
Social
Media
Tech
Facebook
Maximize Media
Paper
Opportunities Email
Campaign
Published
Multi-purpose Online
Website
Media
Content
Blog
Engaging: Post
Conference
Market
Sheet
Presentation
- fans
- markets
White
Intranet/
- customers Paper
eLiterature
Press
Application
Release
Note

27. Blogs = expert & support SEO
Website
Search
(blog) Rank
Engines
Content
Distribute
Need
Social Interaction
Prospects
Properties
Branding

28. Google Analytics
• What is it?
o Website Traffic Measurement & Analysis Tool
• Where Do you get it?
o Free
o Webmaster to install

29. Website Audits
Site-Seeker, Inc. © 2013