How To Promote Your Website

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Search Engine Marketing Consultants from Santa Barbara explain concepts of Organic SEO and Adwords Optimization

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  • Thank you for your interest in our company. My name is Taylor Reaume, founder of The Search Engine Pros.com. Our Company consists of over 25 people, all dedicated to optimizing our clients web sites. This presentation offers you an overview of the methodology and approach our company uses to generate top ranks on the major search engines. Hi Everyone, Taylor Reaume here, Founder of the Search Engine Pros.com. I am going to explain to you how you can use our techniques to boost your traffic levels and succeed online. The internet is changing constantly, and our company is in the business of helping you stay on the cutting edge. What is the biggest problem on the internet today? Is it finding a product to sell? No, there are literally thousands of companies that have drop ship models, and master resell models. The big problem on the internet today is getting traffic to your website, further that, getting qualified traffic, developing a winning SEO strategy. That’s what our company specializes in. Most people just throw up a site and wonder why nobody is coming. To be successful online, you really need to figure out what people want, and stick it right up there in front of them, I’m sure many of you have had the experience of going to a web site, and spending 5 or 10 minutes, and still not having a clue what the web site is about. Most people think, well I’m just going to put my web site up, and somehow people are going to stumble on to it, and then there going to figure out what to do and send me an email about what they want. Really it doesn’t work like that, you need to figure out what people want, and make it easy as 1.2.3. for them to make a buying decision. Conversion and trust factors are integral to a successful marketing strategy, after all you can send millions of visitors to your site, and if they don’t convert into a sale or a lead, then what good is your marketing efforts…so I will touch upon some of those aspects as well in my presentation. For the most part, I will be speaking about the basics of search engine optimization.
  • There are two simple goals of internet marketing. You want to drive targeted traffic to your site. There is a variety of ways we do this, but the most common are via Search Engine Optimization, Pay per click Advertising, Affiliate Programs, and Drop Ship Models.You want to convert visitors to buyers, and you do that by having effective content, by way of KISS Method, Direct Response MethodologyIt’s great if you get a bunch of visitors to your site, not so great if they don’t buy, or leave their information. Have you ever been to a website where their trying to sell you anything and everything? Trying to be the next big thing on the internet? And what happens is they end up becoming the next big failure. The people who succeed online are the ones who get crystal clear with their site offer. Often times it is much better to go ‘niche’, go into a niche that you can really excel at, rather than trying to be everything to everyone. What a lot of people do is they initially come up with an online business idea, thinking that they are going to be, the next big thing to hit the internet, and then after a year or so, the business idea morphs into 5 or 6 ideas at the same website. Have any of you had the experience of spending 5 plus minutes at a site, and still not knowing what the website is about? Or even where the contact us link is? The point that I am trying to make, is that ..If you want to be successful online, you have to first fix any conversion issues that you may be having at your site. Trust issues, Credibility Issues, etc. Now, the purpose of this presentation is to explain about our search engine optimization services, and not to go into depth about conversion issues, but I did want to bring this up at the start of my presentation to highlight the importance of it. The first conversations I have with my clients are usually centered around helping them fix the conversion issues at their site
  • This SEO Pyramid, offers an overview of the search engine optimization process, which consists of a number of steps. First we select the keywords for you that bring the best, most targeted traffic to your site. Then we optimize the code behind each of your web pages, this is known as title tag and meta tag generation. Next we move on to link building, this is where we generate relevant inbound links from other sites to your site. Content Generation is the next step. This particular area that is heavily weighted when it comes to search engines, especially with Google, they place a lot of importance on the amount of helpful content at your site.Finally we offer analysis and reporting which will show you how your rankings improve over time. Metrics are a collective scorecard that show us how to improve over time.All aspects of our search engine optimization practices are completely ethical, a process known as white hat SEO. It is important to select a company that uses Best Practices to promote your website, so you have a long term sustainable advantage.
  • So what are keywords? Keywords are phrases which you want your website to be found under in the search engines. Keywords are typically 2-5 word phrases, you expect people will look for when they type terms into search engines.One of the common mistakes people make is trying to go after 1 word phrases that are generic, such as “realtor”, where the competition is very strong. It is more strongly advised to choose specific terms that are clearly related to your website. The key questions to consider in the keyword selection process:-What keywords do people use to find your product?-What problems do prospective customers want to solve?-What keywords are your competitors using? What are the features and benefits of your products or services?These are all questions that we will ask you, so that we can come up with the appropriate list of keywords, combining this with some proprietary technology that we have, we will deliver the optimal keyword set for you. The Search Engine Pros various proprietary keyword tools will estimate the levels of traffic that you can expect to receive from each keyword, along with the number of competitors already targeted each word.
  • For the purposes of this presentation we will examine the site BarbaraReaume.com. Here are some examples of some of the keywords that we have selected for BarbaraReaume.com. Note that we are not only selecting targeted keywords, but we are also finding keywords that will drive significant traffic to this web site. It is very important to find low competition, high supply keywords. These kinds of keywords are referred to as ‘low hanging fruit’ or n’niche keywords.
  • Next we need to optimize the web pages on your web site. There are various aspects of your web site that we wil be optimizing. We start with the page titles, this is the blue bar at the top of all your web pages. This is a very important factor that needs to be optimized properly. Each page should have a different title. We ensure that your target keyword phrases are at the beginning of your title.Most major search engines place far greater weight on your page title, than any other page content. Adding unique titles can often have a powerful impact on your web site rankings.meta tags – when people refer to Meta Tags, they are talking about the meta keywords tag and meta description tags.Some search engines support meta tags, and use them in their ranking factors, however, most search engines consider the keywords meta tag an antiquated factor in their ranking algorythms. That said, we still feel they are important. On the whole the keywords tag is becoming less and less relevant. Today factors such as link popularity, page rank, site age, and page copy are more far more important.Alt Tags.As search engine crawlers cannot read images on your pages, ALT TAGS can be inserted on your images to help the search engines further understand, what is on each one of your pages. Site mapsIt is also a good idea to have a site map, which links to all of your major pages. There are two kinds of site maps. The first is for the search engine crawler, namely an XML file, that assists the search engine spider in crawling through your web site. The 2nd type is for your website visitors, and typically is shown in the footer of all of your pages.
  • For the purposes of this presentation we will examine the site BarbaraReaume.com. Here are some examples of some of the keywords that we have selected for BarbaraReaume.com. Note that we are not only selecting targeted keywords, but we are also finding keywords that will drive significant traffic to this web site. It is very important to find low competition, high supply keywords. These kinds of keywords are referred to as ‘low hanging fruit’ or n’niche keywords.
  • Link Generation.The search engines, especially Google, place a lot of weight on the links that are pointing back to you web site. They look at the number of links pointing back to your site, and the quality of those links. Each link you have pointing to your website is similar to a “vote” for your website. The more links you have pointing to your site, the higher your site climbs in google. The days of working your way to the top of Google by buying thousands of junky links and throwing them at your site have come and gone. At the search engine pros, we have dedicated link specialists that generate relevant links for your web site. We target links that are a part of your industry and come from quality sources.
  • You may have heard the phrase “Content is King”. The more content you have on your website, the more chances you will have for top rankings in the search engines. Writing content for pages can be tricky. You need to stick to 2-3% keyword density to avoid “keyword stuffing” or you may get penalized. Additionally you need to use correct titles, correct header tags, and correct anchor text. *content needs to sound natural, and it cannot sound contrived. Be careful about using stock content with outbound links. The more outbound links you have, the more you split your link power. Link power, or Page Rank, is needed to obtain top ranks, and outbound links from your website will drain that page rank factor. Hence when you author your own articles, you will retain your link power.The Search Engine Pros has a team of college educated copyrighters that specialize in writing copy for the web. Each article that is written for you, must be approved by you, or you have no obligation to pay for the article.
  • The internet is constantly evolving. Search engine marketing is an ongoing process which is never really complete. It is important to review your rankings and statistics every month to analyze where your sales are coming from. In order to stay on top of the search engines, it is important to plan ways to constantly improve your sales and leads on the web. We analyze where your traffic is coming from, and optimize your conversions rates from data gathered through your web statistics. Each week our clients are sent a Rank Report, and a Google Analytics Report.
  • GoogleAdwords, basically is where you can post calassified ads on the rights side of googles search results, and only paying when somebody clicks on the ad, and goes to their site,. And so, Payp per click is a concept where you only show your ad on very specific search terms when people search for it, and you only pay when they click through to your site. And, so, It’s a unique form of advertising. Goto was the first mover back in 1996 and when Google Adwords hit the scene in 1998, they revolutionized the PPC scene. PPC has become one of the most effective marketing mechanisms on the internet today. Pay Per Click allows you to get a very exact, precise message in front of the person that you want, when you want it, and it gives you the ability to do it instantly. You can setup a Google Adwords account, and have it running in 5 to 10 minutes.
  • How To Promote Your Website

    1. 1. Get Online. Get Ranked.<br />
    2. 2. Goal of Internet Marketing<br />Two Simple Goals<br /><ul><li> To drive targeted traffic
    3. 3. Search Engine Optimization
    4. 4. Pay Per Click Advertising
    5. 5. Affiliate programs
    6. 6. Drop Ship Models
    7. 7. To convert visitors to buyers
    8. 8. Effective Content
    9. 9. Website Design and Usability</li></li></ul><li>SEO Overview<br />The Search Engine Pros Top Ranks Pyramid<br />#1<br />Monitoring and Reporting<br />Content<br />Link Popularity<br />Meta Tags & Titles<br />Keyword Selection: Find Best Keywords<br />
    10. 10. Keyword Selection<br />Keywords are phrases that customers use to find your site.<br />Keywords are typically phrases 2-5 words long<br />Questions to consider:-What keywords do people use to find your product?-What problems do prospective customers want to solve?-What keywords are your competitors using? <br /><ul><li>What are the features and benefits of your products or services?</li></ul>Keyword selection is a balancing act -popularity – number of people searching for a particular term-commercial intent – do they have buying mind set? -competition – is the market saturated for this keyword?<br />Tip:<br />Use keyword spy tools to uncover keyword treasures.<br />
    11. 11. Case Study: BarbaraReaume.com<br />Target Keywords:Helpful Real Estate Articles<br />Goleta Real Estate Services<br />Santa Barbara Real Estate Appraiser<br />Green Realtor Montecito<br />Holistic Realtor Montecito<br />Real Estate Agents in Goleta<br />Santa Barbara Real Estate Agents<br />Santa Barbara Real Estate Directory<br />Real Estate Appraisers In Santa Barbara<br />Real Estate Financing In Santa Barbara<br />Real Estate Services Santa Barbara<br />Santa Barbara Real Estate News<br />Santa Barbara Real Estate Expert<br />Cliff Real Estate in Santa Barbara<br />Santa Barbara Real Estate<br />Santa Barbara Bargain Real Estate<br />Santa Barbara Real Estate Updates<br />
    12. 12. On site SEO: Meta Tags & Titles<br />Page Titles-extremely important factorMeta Tags-meta name=“keywords” content=“affordable website marketing, SEO, search engine marketing consultants, ethical search engine optimization, organic search engine company, internet marketingAlt Tags-use on all images to create more spider foodInternal Linking -”Click Here” or “View our SEO Company Video”Site Map CreationXML Site Map Submission Trust/Credibility Factors<br />Tip:<br />view source-your first line of code should be your doc type tag.<br />
    13. 13. Case Study: BarbaraReaume.com<br />Target Keywords:Helpful Real Estate Articles<br />Goleta Real Estate Services<br />Santa Barbara Real Estate Appraiser<br />Green Realtor Montecito<br />Holistic Realtor Montecito<br />Real Estate Agents in Goleta<br />Santa Barbara Real Estate Agents<br />Santa Barbara Real Estate Directory<br />Real Estate Appraisers In Santa Barbara<br />Real Estate Financing In Santa Barbara<br />Real Estate Services Santa Barbara<br />Santa Barbara Real Estate News<br />Santa Barbara Real Estate Expert<br />Cliff Real Estate in Santa Barbara<br />Santa Barbara Real Estate<br />Santa Barbara Bargain Real Estate<br />Santa Barbara Real Estate Updates<br />
    14. 14. Off site SEO: Link Popularity<br />Linking or Backlinking-extremely important factor-not all sites are weighted equallyPage Rank (1-10)-Google’s measure of popularity for a site-More quality backlinks = Higher Page Rank = Higher Rankings3 way link swaps-reciprocal linkingSocial Bookmarking Links-important but not as powerful as….Edu and .Org links-very powerful backlinks “Give To Get” link strategy -freebies and giveaways<br />Tip:<br />Use our Link Robot to find good link directories.<br />
    15. 15. Content Generation<br />500 word articles written specifically for each and every keyword<br />Articles written especially for search engines -2-3% keyword density-no keyword stuffing -successful sites launch with 100 helpful articlesStock content splits your link powerOur Copywriters -college educated -they research article topics -money back guarantee on articles<br />Tip:<br />Put terms of use and privacy policy on every page in the footer.<br />
    16. 16. Monitoring and Reporting<br />Search Engine Marketing is an ongoing process-rinse, wash, repeatGoogle Analytics-extremely important-most website owners are not measuring successesWeekly Positioning Reports-what keywords are you ranked for?-did your ranks move up or down?Weekly Conversion Reports-which keywords brought sales / leads?Omniture and Email Segmentation-important but expensive<br />Tip:<br />If you always do what you’ve always done, you’ll always get what you’ve always got.<br />
    17. 17. Pay Per Click Basics<br />Three Main Players-Google Adwords-Yahoo/Overture-MSNTesting the waters-PPC is great for tracking demand before investing in organic keywords as you can quickly gather feedback on market conditions.Google Adwords -relevance is the name of the game -automatic Cleansing System -minimum click through rate .05% or deactivated -split Testing Ads, constantly trying to beat control ad<br />Tip:<br />“The definition of insanity is doing the same thing over and over again and expecting different results.” A.Einstein.<br />
    18. 18. Pay Per Click Benefits<br />Provides Instant Visitors To Your SiteHighly CompetitiveTypical Conversion Rates are 0.3-4%PPC is a great way to test the marketPPC is a great way to test your sales copy<br />Tip:<br />Use Google Cash Detective to uncover profitable keywords, and Speed PPC to automatically setup campaigns.<br />
    19. 19. Comparing PPC to SEO<br /> <br />Paid (Pay Per Click) Results (25% of Clicks)<br />Organic Results (75% of Results)<br /><ul><li>Free
    20. 20. More traffic
    21. 21. Smarter people
    22. 22. Longer lasting </li></ul>Tip:<br />Don’t put your eggs all in one basket. Profitable Online Marketing Campaigns include a healthy mix of both strategies. <br />
    23. 23. Paper Clips<br />Tip:<br />If you always do what you’ve always done, you’ll always get what you’ve always got.<br />
    24. 24. Comparing PPC to SEO<br />Pay Per Click<br />-pay for inclusion<br />-results included under sponsored links<br />-immediate boost in targeted traffic<br />-short term strategy<br />-thinner margins<br />Organic SEO<br />-free clicks once you rank<br />-results included in the main search results area<br />-depending on upon popularity of the team, it can take a long time<br />-long term strategy<br />-greater margins<br />Tip:<br />Don’t put your eggs all in one basket. Profitable Online Marketing Campaigns include a healthy mix of both strategies. <br />
    25. 25. SEO Tools<br />Other sites charge $99-$500 per month to use these tools! We offer them free.<br />-Keyword Density Checker<br />-Spider View<br />-Link Robot<br />-Rank Checker<br />-Broken Link Checker<br />-BackLink Checker<br />-plus more<br />Tip:<br />“Why reinvent the wheel? Use our free tools!”<br />
    26. 26. What Are Your Options?<br /><ul><li>Hire an SEO
    27. 27. Do it myself
    28. 28. Go out of business</li></ul>Tip:<br />“He who never took a chance, never had a chance.”<br />
    29. 29. Web Sites are no longer optional<br /><ul><li>The most valuable commercial real estate in the world, will soon be the first page search results for any given query, sector.
    30. 30. 75% of the time, users click on Organic Results, not paid results. Nearly 8 out 10 times!
    31. 31. Out of all the websites on the internet, on the millions of billions of web pages, less than 7% are visible to search engines - a staggering statistic!
    32. 32. 81% of consumers today are making purchasing decisions online
    33. 33. Is SEO Important? YES</li></ul>Tip:<br />“He who never took a chance, never had a chance.”<br />
    34. 34. Value Proposition<br />No long term commitment contracts<br />-keyword research<br />-deliver unique fresh content for your site<br />-at least 100-300 inbound links per month<br />-proven search engine techniques<br />-powerful internet marketing strategies<br />-highly targeted marketing<br />-one on one personal consultation with proven guru’s instead of fly by night seo sales agents-marketing dollars are too important to entrust to an amateur. <br />Tip:<br />““If you think it&apos;s expensive to hire a professional to do the job, wait until you hire an amateur.”<br />
    35. 35. how we’re different<br />Innovation not complication<br /><ul><li>First and foremost we start by assessing your goals, and putting them into perspective. To use an old cliché, We are all about quality, not quantity. More value is placed on a job well done with a smaller number of clients, rather than sacrificing attention to detail by accepting too many projects.
    36. 36. We are Santa Barbara's premier search engine optimization, internet marketing, web design and development company. We've harnessed some of the brightest technical talent and combined it with proven processes and good business sense to deliver solutions that meet the needs of customers worldwide.
    37. 37. Our ability to establish and maintain long-term relationships with customers depends on the value we deliver. That value comes from being a company that:</li></ul> * Understands your business initiatives and markets* Has command of the technologies supporting your initiatives* Manages projects reliably* Communicates effectively* Delivers solutions quickly, according to specifications and at the right price<br />
    38. 38. Thank you for your time.<br />Q<br />&<br />A<br />getting in touch<br />sales@thesearchenginepros.com<br />800.605.4988<br />www.thesearchenginepros.com<br />6 Harbor Way #209 Santa Barbara, CA 93101<br />

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