Search engine optimization (SEO) involves optimizing websites to increase their visibility in organic search engine results. Search engines use algorithms to analyze websites and determine relevance and importance. Proper on-page optimization of keywords, content, and links can help a site rank higher in search results. Eye tracking studies show users focus on top-ranked results, so SEO is important for driving traffic and achieving business goals like increased sales. A case study demonstrates how SEO helped a diabetes product website rank for competitive keywords and increase its traffic by over 300%. Key factors for online success include setting goals, researching competitors and keywords, optimizing content and links, and monitoring results.

1. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? What is SEO and how optimization can help your site

2. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? History of SEO began in the mid-1990s, as the first search engines start cataloging sites Site owners quickly discovered how important it is to be one of the first positions … and this is still valid

3. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? Search engines use programs, called bots , robots , spiders or crawlers that go through pages of websites; read them and follow links to other pages. The content of web pages is stored in search engine databases. When you search any terms, search engine seeks out these databases and delivers appropriate results, based on a defined algorithm.

6. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? How do you search on the internet? You go to the search engine (i.e. www.google.com), type a search term into the search box and then you click on the search button. Is there anyone who uses it another way? Generally, most people go through the internet by the search engines .

7. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? Where does the traffic to your site come from?

8. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? In the U.S.

9. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? 10 Reasons for SEO 42% of search users click the top-ranking link. 8% click the second-ranking link, and the click-through rate (CTR) continues to drop thereof. 62% of search users click a link on the first page of search results 23% of searches progress to the second page. Presumably the difference between 62% and 23% stems from searchers trying either another keyword or another engine, or giving up. 80% of unsuccessful searches are followed with keyword refinement. 41% of searches unsuccessful after the first page choose to refine their keyword search 77% of search users choose organic over paid listing when searching, 67% choose organic search when purchasing. When the searcher is purchasing, organic click-through generates 25% higher conversion rates than equivalent Pay-Per-Click (PP) click-through. 40% of SEO campaigns aware of their ROI achieve returns in excess of 500%, while only 22% of PPC campaigns were able to achieve this value.

10. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? A study conducted by search marketing firm Enquiro [ enquiroresearch.com ] The study found that most viewers looked at results in an "F" shaped scan pattern, with the eye traveling vertically along the far left side of the results looking for visual cues (relevant words, brands, etc) and then scanning to the right, as if something caught the participant's attention.

11. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO?

12. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? Eye tracking studies performed at Cornell University by Laura A. Granka, Thorsten Joachims and Geri Cay. They used a sample of undergraduate students instructed to perform searches on Google for 397 queries on topics covering movies, travel, music, politics, local and trivia.

13. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO?

14. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? Site: http://www.all4inc.biz

15. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? Keyword Opportunities Keyword Phrase Searches/Day Competing Pages in Google Branded & Unbranded Recommended Keywords Air consultants 2,030 19,700 Area source mact 77 1,040 Boiler mact 413 6,160 Screen modeling 119 1,900 Environmental training 6,930 120,000 Tall tower 8,470 153,000 Greenhouse emissions 12,670 245,000 Ghg inventory 1,120 23,700 Air experts 910 19,600

16. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? Current Positions in Google for ALL4, ERM & Environ Keywords ALL4 ERM Environ >Positions in GOOGLE Environmental consulting +30 1 3

17. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? Diabetes Shoppe

18. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? Diabetes Shoppe Situation The goal of Diabetes-Shoppe.com is to help those searching for a pharmacy where they can get information about diabetes supplies and products, medications and lifestyle issues, and find a local Diabetes Shoppe.

19. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? Diabetes Shoppe The Approach The strategy began with an assessment of the Diabetes-Shoppe.com website to ensure that it was "search engine friendly" and the search engine spiders were able to easily access all the pages of the website. A competitive analysis was completed on the websites that were dominating the top positions in Google for the keywords pertaining to the industry. Focus only on 25 keyword phrases that were determined to be highly beneficial to Diabetes-Shoppe.com .

20. Hanlon Creative What is SEO? How do search engines work? Why do you need to be in the top positions of Google? Eye tracking studies How can SEO help your site? Case Study Why SEO? Diabetes Shoppe The Results After learning what techniques the competition was using to earn the top positions in the search engines, we were able incorporate a variety of tactics so as to appear natural to the search engines. Due to this strategy, Diabetes-Shoppe.com is now receiving the benefits of being on the first page of Google for not only keyword phrases containing the company name, but for many of the broad keyword phrases within the highly competitive industry. Diabetes-Shoppe.com increased traffic from 350 unique visitors per month to over 1650 – an increase of over 300%.