search engine optimization - conversion pipeline

Beyond Search Engine Rankings:Generating Leads With SEO

Why Google Does What it Does

• In the beginning, there was paper…• Page and Brin – What were they up to?• Rolling updates• The Google Slap(s)• Mixed Results• The Terrible Pandas

and Penguins

The Keyword Buying Cycle

• How do you search?– Research: “shoes”– Shopping: “running

shoes”– Buying: “Asics Gel

Keyano 17”

• Who are your real competitors?– KEI and what it means– Keyword selection

Which Search Engine Should You Focus On?

The Simple Secret of SEO

A GREAT Search Term

An Optimized Page The RIGHT Backlinks

Use Google Keyword Data

Advanced Keyword Tools

Spiders

•Links are gathered and put into queue – act of “crawling”

•Pass through spam scrubber

•Data added to database – page has been “indexed”

• Search Engine does a fetch on a specific URL

• Examines each key on-page elements: title, meta description, meta keyword, Header, body copy, ALT text

What Do Spiders See?

What Do People See?

The On-Page Checklist

How Many Items On The List Are You Doing?

• Title• Description• Header• Body• ALT• All The Rest!

The Link Footprint

RSS Feed

FacebookTwitterLinkedInFriendFeedTumblr

Syndicate Posting

BuzzFeed.comBlogengage.comGather.comTechnorati.combloggernews.netbusinessknowhow.com

Weebly.comWordpress.comWebs.com

Build Mini-Sites

PRWeb Major News AggregatorsAssociated Press Media Digests

100’s of News Sites

DiggStumbleUponDeliciousDiigoRedditPinterest

Social Bookmarks

Press Releases for SEO

Press Releases are oneof the most important SEO tools there is.

• Links from a Press Release are important “votes” to build link popularity

• News aggregation sites use Press Releases for content

• Bloggers use Press Releases as primary sources

• Don’t underestimate the PR Value

Measuring Your Results

•Analytics will tell you everything

•Article and Press Release services will provide data

•Decide on your Key Performance Indicators (KPI's)

•Trend, Trend and Trend

Your Conversions

• Track your calls

• Track your web leads

• Track your keywords

• Make decisions

Conversion Tracking

Key Take-Aways

• Understand and identify profitable keywords

• Know how to optimize a web page for search engines

• Understand how backlinks aid in search engine rankings

• Format and structure the perfect press release for distribution

• Understand Customer Value, ROI and Conversion Rate

• Track and measure results

Questions?