This document provides an overview and guidance on search engine optimization (SEO) strategies. It discusses the importance of SEO and recommends priorities and best practices for optimizing websites, such as writing unique and frequent content, using keyword phrases appropriately, and getting relevant inbound links. It also covers alternatives to organic SEO like paid search engine marketing and directories. Other sections discuss leveraging cloud computing, setting up a professional email address, and determining the right social media platforms for a business. The overall goal is to help businesses understand and apply digital marketing techniques.

2. DenisWilson
PrincipalConsultant
DWPInformation ArchitectsInc.
denis@dwpia.com
BoardMemberofIndependentAssociation of
Microsoft ChannelPartners(IAMCP)
PrincipalLiaisonfortheMicrosoft Community
Connections initiative

3. GOALS FOR TODAY’S WORKSHOP
• UNDERSTANDING WHAT SOCIAL MEDIA IS RIGHT FOR YOUR BUSINESS
• ONLINE ADVERTISING (SOCIAL, WEB SEO & SEM)
• COMPUTER NETWORK BASICS AND HOW TO LEVERAGE “CLOUD COMPUTING”
• SETTING UP YOUR OWN PROFESSIONALEMAIL ADDRESS IN LESS THAN 10 MINUTES
• INCREASING PERSONAL AND STAFF PRODUCTIVITY WITH TECHNOLOGY
• PROTECTING YOURS AND YOUR CUSTOMERS’ DATA

4. ONLINE ADVERTISING
(SEO / SEM & SOCIAL)

5. WHAT IS THE REALITY OF SEO MARKETING?

6. BASIC SEO (SEARCH ENGINE OPTIMIZATION)
Search engine optimization (SEO) is the process
of affecting the visibility of a website or a web page
in a search engine's unpaid results - often referred
to as "natural," "organic," or "earned" results.
In general, the earlier (or higher ranked on the
search results page), and more frequently a site
appears in the search results list, the more visitors
it will receive from the search engine's users.

7. EVERYTHING BUILDS OFF YOUR WEBSITE!
 WordPress builds a great website
and inexpensive
 Pick a good web domain name
 Describes your product/service
 Develop your site with SEO in mind
(Template web sites limit SEO)
 Implement a blog

8. URL’S
 Have as many as you want
 Use them for landing pages
 Use them for search
 Use different suffixes: .com .us .net
.biz .tv
 Use wrong spelling
 Have some forwarded to your
single URL
DWPIA.com
DWPInformationArchitects.com
DenisWilsonPartners.com
DenisWilson.com
DennisWilson.com
MicrosoftAtSCORE.com
NetCareHosting.com
NetCare.com
ITSupportCalabasas.us
ITSupportAgouraHills.us
ITSupportConejoValley.us
ITSupportThousandOaks.us

9. HIGH PRIORITY
• WRITE GREAT CONTENT
• WRITE UNIQUE CONTENT
• ADD NEW CONTENT CONSTANTLY
• CREATE A GREAT KEYWORD PHRASE FOR EACH
PAGE
• WRITE AN ACCESSIBLE SITE
• USE KEYWORD PHRASE IN TITLE TAG

10. HIGH PRIORITY
• GET A DOMAIN WITH YOUR KEYWORD PHRASE
• USE THE KEYWORD PHRASE IN YOUR URL
• USE YOUR KEYWORD PHRASE A LOT, BUT NOT
TOO MUCH
• USE KEYWORD PHRASES IN YOUR HEADLINES (H1
AND H2)
• USE YOUR KEYWORD PHRASE IN ANCHOR TEXT
OF LINES

11. HIGH PRIORITY
• ASK OTHER PEOPLE FOR LINKS TO YOUR PAGE
• GET KEYWORD PHRASING INSIDE INCOMING
LINKS
• GET LINKS FROM REPUTABLE SITES
• GET LINKS FROM .EDU AND .GOV SITES

12. MEDIUM PRIORITY
• CREATE AS MUCH CONTENT AS YOU CAN
• KEEP YOUR SITE CONTENT INSIDE ONE THEME
• KEEP YOUR SITE LIVE AS LONG AS POSSIBLE
• CREATE A SITE MAP (XML, GOOGLE OR HTML)
• USE 301 REDIRECTS FOR PERMANENT REDIRECTS
• USE 302 REDIRECTS ONLY FOR LONG OR UGLY
URLS

13. MEDIUM PRIORITY
• GET AS MANY INBOUND LINKS AS YOU CAN
• PUT YOUR KEYWORD PHRASE IN THE FIRST
PARAGRAPH
• PUT YOUR KEYWORD PHRASE AT THE TOP OF THE
HTML
• PUT YOUR KEYWORD PHRASE IN ALTERNATIVE
TEXT
• INCREASE THE FONT SIZE TO STAND OUT

14. MEDIUM PRIORITY
• WRITE A DESCRIPTIVE META DESCRIPTION
• LINK TO YOUR PAGE FROM WITHIN YOUR SITE
• PUT UP LINKS THAT FLOW WITHIN THE TEXT
• KEEP ASKING FOR INBOUND LINKS
• GET LINKED IN DMOZ AND YAHOO!
• PERIODICALLY CHECK YOUR OUTBOUND LINKS
FOR PAGERANK

15. MEDIUM PRIORITY
• LINK ALL MAJOR IMAGES
• KEEP YOUR PAGES UP-TO-DATE (REGULAR
EXTENSIVE UPDATES)
• IF YOU MUST USE FRAMES, ALWAYS USE THE
NOFRAMES TAG
• IF YOU MUST USE FLASH, ALWAYS INCLUDE
ALTERATIVE TEST
• USE FLASH FOR NON-CRITICAL PIECES OF A PAGE

16. LOW PRIORITY
• KEEP YOUR PAGES CLOSE TO THE ROOT
DIRECTORY
• USE THE META KEYWORDS TAG AND INCLUDE
YOUR KEYWORD PHRASE
• KEEP YOUR KEYWORDS TOGETHER
• USE YOUR KEYWORD PHRASE IN YOUR META
DESCRIPTION
• SET YOUR LANGUAGE META KEYWORD

17. LOW PRIORITY
• OPTIMIZE FOR A FEW SECONDARY KEYWORDS
• USE YOUR KEYWORD PHRASE IN NAMED
ANCHORS OR BOOKMARK
• USE DIFFERENT FORMS OF WORDS FOR YOUR
KEYWORD PHRASE OR STEMMING
• USE SYNONYMS FOR YOUR KEYWORDS
• REGISTER A SEPARATE DOMAIN INSTEAD OF A
SUB-DOMAIN

18. LOW PRIORITY
• DON'T LINK A LOT TO EXTERNAL SITES
• REGISTERA .COM DOMAIN OVER A .BIZ OR .US
DOMAIN
• USE HYPHENS TO SEPARATE WORDS IN DOMAINS
• USE HYPHENS OR UNDERSCORES TO SEPARATE
WORDS IN URLS
• WRITE SHORT PAGES

19. LOW PRIORITY
• USE JAVASCRIPT WITH CARE
• INCLUDE TEXT TRANSCRIPTS OF PODCASTS AND
SOUND FILES

20. AVOID
• DON'T HOST YOUR SITE WITH A HOST THAT
ALLOWS SPAMMERS
• DON'T HOST YOUR SITE WITH A HOST THAT IS
DOWN A LOT
• DON'T WRITE YOUR CONTENT WITH JAVASCRIPT
• DON'T OMIT ALT TEXT FOR IMAGES ESPECIALLY
IMAGES INSIDE THE TEXT
• DON'T USE IMAGES INSTEAD OF TEXT LINKS

21. AVOID
• DON'T MISSPELL YOUR KEYWORDS IN YOUR
CONTENT
• DON'T TRY TO OPTIMIZE FOR MORE THAN 2-3
KEYWORDS AND PHRASES
• DON'T USE YOUR KEYWORD PHRASE TOO MUCH
• DON'T RELY ON LINKS FROM DOMAINS ON THE
SAME IP
• DON'T HAVE MORE THAN 10 WORDS IN YOUR URL

22. AVOID
• DON'T USE URL PARAMETERS IF YOU CAN AVOID
IT
• DON'T USE DYNAMIC URLS
• DON'T USE SESSION IDS
• DON'T RELY ON ADSENSE TO BOOST YOUR
RANKINGS
• DON'T RELY ON ADWORDS TO BOOST YOUR
RANKINGS

23. AVOID
• TRY TO GET YOUR SITE OFF LINK FARMS
• DON'T LINK TO LINK FARMS
• DON'T CREATE PAGES OF LINKS
• DON'T LINK TO AND FROM THE SAME SITE
REPEATEDLY
• DON'T GET INTO LINK CIRCLES (CROSS-LINKING)
• DON'T HAVE BROKEN LINKS ON YOUR SITE

24. AVOID
• DON'T USE THE META REFRESH TAG TO REDIRECT
USERS
• DON'T MAKE CONSTANT MINOR CHANGES TO
CONTENT
• DON'T SEPARATE CONTENT ARTIFICIALLY
• DON'T VIOLATE COPYRIGHT OR OTHER LAWS
• DON'T DUPLICATE CONTENT ON YOUR SITE

25. AVOID
• DON'T USE ROBOTS.TXT TO BAN LARGE
PORTIONS OF YOUR SITE
• DON'T CREATE FLASH SPLASH PAGES
• DON'T WRITE FLASH-ONLY SITES
• NEVER REDIRECT TO ANOTHER DOMAIN
• NEVER LINK INVISIBLE IMAGES
• NEVER INCLUDE INVISIBLE TEXT ON YOUR PAGES

26. ORGANIC SEARCH ON THE WEB

28. WHAT ARE THE ALTERNATIVES?

29. SEARCH ENGINE MARKETING (SEM) or
PPC (PAY-PER-CLICK)
 A business model whereby a company that has
placed an advertisement on a website pays a sum
of money to the host website when a user clicks
on to the advertisement
 PPC advertising works like a silent auction
 Advertisers place bids on keywords or phrases
 Some keywords in some geographies can be very
expensive
 However, you pay for what works and it creates
traffic to your website

30. PAID ADVERTISING ON THE WEB

31. PAY FOR INCLUSION (PFI)
 A business model whereby a company that has
placed an directory entry within a one of the
numerous directories on the wen
 Some are free and some charge
 Verizon SuperPages and Yahoo Directory are
examples
 Some are general and some are targeted on a
specific topic
 Subject based directories list all the registered
websites that fit the subject

32. PAID ADVERTISING ON FACEBOOK
 Targeted ads can be
very good advertising!
 Look for your exact
targeted prospect and
only advertise to them!

33. PAID ADVERTISING ON SOCIAL MEDIA

34. SUCCESSFUL VIDEOS ON YOUTUBE
 YouTube is the #2
search tool on the web!
 Today’s consumer love
videos!
 Additional advertising on
available on the videos

35. MAKING MONEY WITH ADS ON YOUR WEBSITE
 Search companies
allow you to place their
ads on your website.
 They will pay you up to
50% of the revenue.
 This could be
distracting to your
customers, but it could
also be nice income!

36. ANALYTICS TOOLS
 Google Analytics and Bing
Webmaster Tools are free
 However they require at least
weekly analysis
 Key to getting your campaigns to
work

37. WHICH SOCIAL MEDIA SITE(S) ARE
RIGHT FOR YOUR BUSINESS?

39. INBOUND MARKETING
• RATHER THAN BUYING LISTS WITH LOW RETURNS, CREATE CAMPAIGNS TO ACQUIRE NAMES/EMAILS
THAT WANT YOUR MATERIALS!
• POST SNIPPETS OF A BLOG, WHITE PAPER, ARTICLE, VIDEO, ETC…
• IF THEY WANT THE REST OF THE INFO, THEY WOULD FILL OUT A FORM INCLUDING THEIR NAME AND EMAIL
• EMAIL ADDRESSES WILL NEED TO BE CORRECT IF THEY WANT TO RECEIVE THE INFORMATION
• TARGETED PAID CAMPAIGNS TO DRIVE THESE INITIATIVES

40. FACEBOOK
Over 1B Users!
Find influential people!
Great targeted advertising platform!
Great place to build awareness!
Great for consumer connections!
Don’t spend too much time here without tracking ROI!

41. TWITTER
Great place to create a conversation!
Easy to find experts and get answers!
Great tools to automate conversations!
Become a great listener!
Both consumers and business targets on Twitter!

42. LINKEDIN
Perfect place to create a business network!
Great way to navigate organizations and know who’s who!
Great place to ask/answer business related questions!
Top professionals that keep their profiles up to date!
Great way to find people with influence!
Great place to find people that know people you know!

43. YELP
People want to get references before doing business with you!
Yelp is a trusted source for people that don’t know your
business or someone that has done business with you

45. CLOUD COMPUTING AND COMPUTER BASICS

46. COMPUTER NETWORK BASICS & HOW
TO LEVERAGE “CLOUD COMPUTING”

47. WHAT ARE YOU GOING TO NEED
• BUSINESS OPERATING SYSTEM (WINDOWS PRO)
• SERVERS/SERVICES FROM CLOUD
• APPLICATIONS/TOOLS FROM YOUR VENDORS
• PROFESSIONALMAIL/COLLABORATIONSYSTEM
• ERP/FINANCIAL
• CRM

48. CLOUD COMPUTING
• WHAT IS THE CLOUD?
• PUBLIC VERSUS PRIVATE CLOUD?
• WHY USE THE CLOUD?
• IS THE CLOUD SAFE?
• WHO ALREADY USES THE CLOUD?

49. OFFICE 365
Works with PC and MAC
Works online and offline
Allows easy collaboration and sharing
The tools you’re used to in a simple package
Easy subscription model

50. KPI’S, TEAM SITES

51. SETTING UP YOUR OWN PROFESSIONAL
EMAIL ADDRESS IN LESS THAN 10 MINUTES

52. PRICE OF NOT USING YOUR OWN EMAIL DOMAIN
Personal Email addresses:
Jslag@AOL.com
Jslag@live.com
Jslag@outlook.com
Jslag@Hotmail.com
Jslag@gmail.com
Jslag@yahoo.com
Jslag@ymail.com
Jslag@prodigy.com
Jslag@att.net
Jslag@cox.net
Jslag@sbcglobal.net
Professional Email Addresses:
JSlagle@Microsoft.com
Justin.Slagle@QuickStart.com
Justin@HP.com
JustinS@Zappos.com
Justin_Slagle@GreenDotCo.com
Professional Email addresses are CHEAP!
As low as $9.95 if you don’t already have a domain
As low as $4/Month for hosting
Consumers know you’re serious!
Consumers can find your website!
Much more secure for you and your customers!

53. DOMAIN ADDRESS
If you don’t already have a domain… BUY ONE! 
Very inexpensive - $9.95/yr and up
Consider buying .com, .us, .net

54. CREATING YOUR EMAIL SERVER - $5.00
• YOU CAN DO THIS YOURSELF IF YOU HAVE OFFICE 365
• YOU CAN HIRE SOMEONE TO DO THIS FOR YOU – NOT VERY EXPENSIVE
• MIGRATE ALL OF YOUR OLD EMAIL FROM YOUR OTHER EMAIL SERVERS (USUALLY AROUND $100)
• 26 SPAM FILTERS
• ANTI-VIRUS BUILT IN
• MAIL TIPS AND SECURITY JUST LIKE THE BIG COMPANIES!

55. SCORE IS HERE TO HELP!
SET UP 1-1 MENTORING
ATTEND OTHER WORKSHOPS
DENIS WILSON
SMALL BUSINESS MENTOR - TECHNOLOGY AND SOCIAL MEDIA
DENIS@DWPIA.COM

56. Optimize. Reinvigorate. Profit.