presents

presented by

Search Engine Optimization

Eddie Bluff, Vice President Key Accounts & Co-Founder

About Today…

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We’re here to help… •  After this presentation •  Consultations at your convenience

What We Will Cover

•  How has the Internet changed the way we do business? •  Your Website as a funnel •  The Internet Marketing Landscape •  Determining online potential •  The convergence of Search and Social •  Internet marketing in more detail o  Search Engine Optimization o  Blogging

•  Social Media as a force multiplier •  Live Audience Website Audits

How Products Used To Be Purchased

I need a …

Where do I get it?

Shop

Evaluate

Negotiate

Buy

Months

… Today (In The Internet Era)

I need a …

Where do I get it?

Shop

Evaluate

Negotiate

Buy

Online

Prospect contact

Your

Web

site

Social Media

0.75%

75

10,000

More Money

0.75%

94

12,500 25%

25%

1.0%

125

12,500

0.25%

67%

Vertical Websites

Your Website As A Sales Funnel

The Internet Marketing Landscape

Search Engine Results Page (SERP)

Search Engine Market Share

Determining Online Potential

•  Don’t let website designers pick keywords •  Align Content with words customers use •  Examine competitor’s keywords •  Position content in the path of prospects •  Provide clues about prospects’ concerns/questions •  Facilitates development of content important to

potential customers

Keywords – What Your Site Is About

Twitter Search

Google Alerts

Convergence Of Search And Social

•  Influenced by: •  Quality of content •  Number of followers •  Tweet volume

•  Influenced by: o  Number of connections o  Profile updates o  Discussions created o  Popularity of discussions

(comments)

Search Engine Optimization

Relevance •  Title tag •  Keywords and

description •  H tags •  Content •  Alt tags

Credibility •  Authority •  Incoming links are

votes of confidence •  Links from related

pages or sites •  Related anchor text

Why Links Are Important?

Credibility •  Social Signals (Author /

Human/Social Authority) •  Twitter – authoritative people

lend their authority to pages they tweet

•  ReTweets are the new links

General Rule of Thumb

If a company can only survive (or thrive) locally…

…then a portion of the people searching for the company’s products or services will refine their search using geographic modifiers

Country, State/Province, City/Town/Village, Zip/Postal Code

Local Search

Yesterday Today Tomorrow

???

Blogging

Establish Credibility With Social Media

Become the Expert

Create Accounts (Name Claim) Grow

Networks

Create Content

Distribute Content

Participate In Discussion

Lead Discussion

Become the Expert

Establish Credibility With Social Media

Create Accounts (Name Claim) Grow

Networks

Create Content

Distribute Content

Lead Discussion

Participate In Discussion

SM Platforms

Social Media

Published Online Media

Market Sheet

White Paper

Press Release

Application Note

Intranet/ eLiterature

Conference Presentation

Website

Tech Paper

Published Print

Media

Blog Post

Maximize Opportunities

Multi-purpose Content

Engaging:

- fans

- markets

- customers

Facebook

LinkedIn Twitter

YouTube

Email Campaign

Blogs = expert & support SEO

Social Properties

Distribute

Prospects Interaction

Branding

Search Engines

Website (blog)

Content Rank

Nee

d

Google Analytics

•  What is it? o  Website Traffic Measurement & Analysis Tool

•  Where Do you get it? o  Free o  Webmaster to install

Website Audits

Site-Seeker, Inc. © 2013