2. SEO Benefits
• Increases traffic.
• Improves search engine rankings.
• Encourages people to click on the listing.
• Helps prospects find your company.
• Compels people to take action once they get
to your site.
SEO 2
3. Are You Losing These Leads?
Importance of search in the B-to-B buying cycle:
66.7% -- research 9-12 months in advance
57.1% -- research 7-9 months in advance
64% -- research 4-6 months in advance
60.3% -- research 2-3 months in advance
69.9% choose organic listings first (81% B-to-C)
*source: Enquiro/MarketingSherpa
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4. “Natural” vs. Paid Search
Natural or organic search – The listings a
search engine gives you for a specific search
term. Natural search is “free,” meaning you
don’t
(usually) have to pay to get listed.
Paid search – “Sponsored Links” in Yahoo, paid
ads on the right side of Google pages.
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6. Common Website Blunders
• No keywords in headlines
• Home page is a jpeg (graphic) or form
• Frames
• PHP
• Little or no meta content
• No content on home page
• Dynamic content
• No site map
• No keywords in source code
• No internal links
• Poor content
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8. Determine your Objectives
Increase newsletter sign-ups by 50% in six
months.
Increase white paper downloads by 20% in the
next quarter.
Increase calls for appointments or tours by 10%.
Increase online sales by [XX] dollars.
X “We want more traffic.”
X “We want to be #1 in Google.”
X “We want a complete redesign. Ours sucks.”
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9. Set a Baseline
Take a snapshot of where you are now. You
need a baseline in order to measure
improvement. Look at:
• Current search engine rankings
• Traffic
• Downloads and conversion rates
• Inbound links
SEO 9
10. Determine Keywords/ Search Phrases
What you think your search terms should
be may not be what people are using to find your
site.
• Trellian’s Keyword Discovery Tool:
www. keyworddiscovery.com
• Wordtracker: www.wordtracker.com
• Google keyword search tools
• Web analytics
• Optimize for multiple keywords
SEO 10
12. Optimized for Multi-Word Key Phrases
22% of the searches
include 4 or more words.
In January ‘09 searches
averaging 5 or more
words increased 10%
compared with ’08 Hitwise
The Pareto principle
80% of the effects come
from 20% of the causes.
We know Long tail search
often produces higher
conversion rates (80%?)
SEO 12
15. Check the Text on Your Pages
The words used on your pages
are very important to achieve
top search engine rankings.
Do you have a page optimized
for each specific search term or
theme?
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17. More SEO Tactics
•Think “longer copy” whenever possible. Don’t be
afraid of text (but don’t put it all on one page.)
•Include your keyphrases throughout the entire page.
•Don’t forget to hyperlink the keyphrases whenever
possible.
SEO 17
18. Writing Optimized Web Pages
• Each page of your site should be optimized for
2 - 3 keyword phrases.
• Use keywords in headline and meta title.
• Make a list of each page and the keywords
you’ll use for that page.
• Hyperlink keywords to content-rich internal
pages.
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19. Writing Optimized Web Pages
• Focus on two to three keywords per page.
• Put keywords in heads and sub-heads.
• Use descriptive keyword phrases of two to four
words, not one word phrases i.e.: “Boston cosmetic
dentists” vs. “dentists.”
• Be specific, not generic in page copy. Instead of
“modern technologies,” use “modern cosmetic
dentistry technologies;” instead of “options” use
“cosmetic dentistry options.”
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20. Writing Optimized Web Pages
• Have a page for each service or product you
offer and optimize the page for those specific
keywords.
• Cross link with other pages on your site.
• Use keywords as hyperlinks: “dental veneers”
“Zoom teeth whitening.”
• Incorporate key words in meta tags
SEO 20
21. Case Study
• LusterForever – Brand new site (less than 7 months
old).
• Sells necklaces, bracelets, rings, watches, and
earrings.
• Midrange quality jewelry in $40 - $400 price range.
• Target audience – fashion-minded women from 18-35
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25. Title Construction
• Titles should reflect
main keyphrases on
the page
• Include branding,
where appropriate
• Think “clickability”
• Keep length around
60 characters (with
spaces)
25
26. Copy Structure, Tone and Feel
• Think of the target audience?
Does the copy sound like what
she reads/watches on TV?
• Is the copy grammatically
correct?
• Is there “enough” text?
• Is it engaging?
• Is it easy to read?
• Are there keyphrases in
headlines/subheadlines
26
31. Results
Good SERP Listing
• #6 in Google
for “leather
bracelet”, #1
for “cool
leather
bracelet.”
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32. Results
• Initial results after approximately 4.5 months.
• Conversion rates have increased 354 percent
since the beginning of the campaign.
• Average order volume has increase 96.60
percent.
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33. Value of Content in SEO
• Attracts spiders and qualified leads.
• Encourages bookmarking / repeat visits.
• Encourages in-bound links (improving SE
rankings).
• Gets on blogs and/or newsletters.
• Improves conversion rates.
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34. Web Content that Google Likes:
• Newsletters • Press releases
• Reports • Tools (i.e., calculators)
• Articles • How-to’s, tips, secrets
• White papers • Case studies
• Glossaries • Guides
• FAQs • Forums
• Blogs
SEO 34
35. Tips for developing relevant content
people want to read:
• Analyze keyword phrases and write articles based on
competitive phrases:
– Opt-in email marketing best practices"
– "Using email marketing to nurture leads"
– "Six tips for building your email marketing list"
• Use common customer problems (and your
solutions) as ideas for reports, articles, and white
papers.
• Conduct competitive intelligence.
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36. Tips for boosting Website traffic
• Develop an online tool.
• Send out press releases about your online tools,
new articles or newsletter, reports, etc.
• Get quoted in online publications and news stories.
• Post an article and newsletter archive.
• Encourage resellers/distributors/affiliates/JV
parteners to link to your site.
• Get listed in directories.
• Participate on forums and blogs.
SEO 36
38. Optimize Page Copy
Optimized for “Boston Cosmetic Dentistry” and
Cosmetic Dentists Boston” (718 and 4 searches,
respectively).
• “Boston Cosmetic Dentistry” – five instances
• “Cosmetic dentist/s Boston” – two instances
• “Cosmetic dentistry” – eight instances
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39. No Meta Content
<!DOCTYPE HTML PUBLIC "-//W3C//DTD HTML 4.01
Frameset//EN"
"http://www.w3.org/TR/html4/frameset.dtd">
<html>
<head>
<title>Welcome to Helaine Smith DMD.com</title>
<meta http-equiv="Content-Type" content="text/html;
charset=iso-8859-1">
SEO 39
41. Source Code View
<html>
<head>
<title>Helaine Smith DMD, Boston Cosmetic Dentistry,
Cosmetic
Dentists Boston</title>
<meta name="description" content="When you want the best Boston cosmetic dentist and
Zoom tooth whitening, call Helaine Smith, DMD at 617-327-1350.">
<meta name="keywords" content="cosmetic dentists, dentists cosmetic, boston cosmetic
dentistry, cosmetic dentistry boston, cosmetic dentists sites, best cosmetic dentists, best
boston cosmetic dentistry, massachusetts cosmetic dentists, boston cosmetic
dentists massachusetts . . . >
SEO 41
42. Check Your Headings
Has the search term that you are optimizing for been
included in the <H> tags of your optimized pages?
What H Tags looks like:
<h1>Internet Marketing Speaker - Ed Taylor</h1>
SEO 42
43. Non-Optimized vs. Optimized Meta
Content as Seen by a Search Engine
The Atlantic at Marina Bay
index.
www.theatlanticatmarinabay.com/ - 2k – Cached - Similar pages
Worcester County Real Estate: New Homes for Sale in Southbridge MA
Hunters Ridge features luxury single family new homes priced from the mid
$200s in the greater Worcester, Massachusetts area ... new homes in south
central Massachusetts is situated on a pristine parcel of land 100 acres in
size. Conveniently located in Worcester ... from Worcester, 45 ... New
single-family homes ...
www.huntersridgesouthbridge.com - 8k - Cached - More from this site
(#8 in Yahoo for “worcester ma new homes; Jan.4, 2006)
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46. Old “Services” Copy
Our office is dedicated to providing a pleasant soothing
environment. We want our guests to feel welcomed and to be
pampered by all of us. Barbara, our office concierge, is always
available to assist you in any manner necessary to make sure you
are comfortable.
• Preventative Dental Hygiene
• Bonded Aesthetic Restorage
• Laminates
• Tooth Whitening - Brite * Smile
• Reconstructive Restorations
• Comprehensive Oral Health Care and Maintenance
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47. New “Services” Copy
From a luxurious, well-appointed waiting room (where we help you relax by serving fresh fruit and
sparkling water) to the most up-to-date clinical procedures available, Dr. Smith's Boston cosmetic
dentistry practice is geared toward one goal only: creating the perfect smile for you.
• Pain-Free Cosmetic Sedation Dentistry
• Dental Implants and Cosmetic Dentistry
• Teeth Caps: Composite vs. Porcelain Veneers
• Professional Tooth Whitening: Zoom! Teeth Whitening Treatments
• Tooth Colored Fillings and Periodontal Care
• Frequently Asked Questions about Cosmetic Dentistry
• Why Choose an LVI Dentist?
SEO 47
48. Keep Track of Results!
• Analyze Web stats every month.
• Keep track of which keywords people are using
to find your site.
• Know how people are finding your site: online
articles? Searches? Direct mail campaigns?
• Dr. Smith #1 on Google for her keywords.
• Practice revenue quadrupled.
• Cut Yellow Pages budget to zero.
SEO 48
49. Additional SEO Copywriting Tips
1. Develop <Title> tags using plurals and alternate keyword spellings. For
example, e-mail marketing and email marketing, market research firm and
market research firms.
2. If you do a great deal of business locally, use your town, city, region, and
state as keywords. Example: Boston cosmetic dentists, lawyers in
Hingham, Mass, Billerica MA hotels, or New Hampshire day spas.
3. Word order matters. Consult your keyword suggestion tool to determine if
more people are searching for “Boston cosmetic dentist” versus “cosmetic
dentists Boston.”
4. Focus on two to three kewords per page and put keywords in your
headline and sub-heads. Search engines consider words in the <H>
(headline) tags to be important.
5. Be specific when writing copy and incorporate your keywords wherever
possible. Instead of using a generic phrase such as “biodegradable
products,” use a more specific phrase such as “biodegradable toilet
checmicals and deodorants.” Instead of “modern technologies,” use
“modern cosmetic dentistry technologies.”
SEO 49
50. More SEO Copywriting Tips
6. Cross link to other pages in your site using your keywords as clickable links.
For example, make network storage management services a clickable link
to either a product page or an article you’ve written on this topic. The
strategy behind this SEO copywriting tactic is it helps search engine spiders
find content deeper within your site.
7. Because search engines index many (or all) of the pages of your site, any
page can apprear in the SERPs – which means prospects can enter your
site via any page, not just the home page. Each page of your site, therefore,
should include a global or main navigation menu (or bread crumb
navigation), a phone number and/or e-mail address, and copy that helps
your visitor quickly orient himself.
8. Test. Once your site is optimized, keep track of results. If something isn’t
working, tweak it. (Caveat: currently, it can take up to nine months (or
longer!) to work your way to the top of Google for specific keywords. Be
patient. Continue to expand your content and build inbound links.
SEO 50
51. Resources
Search Engine Visibility by Shari Thurow
Search Engine Fast Start by Dan Thies
www.seoresearchlabs.com/seo-book.php
Search Engine Watch (Website)
http://searchenginewatch.com/
Search Engine News (fee-based e-newsletter)
www.se-news.com
SEO 51
52. Thank you.
Subscribe to
“Bob Bly’s Direct Response Letter” at
www.bly.com
