How to catch Google s attention Search Engine Optimization and Marketing. Linda Schuster President/CEO (502) x115

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1 How to catch Google s attention Search Engine Optimization and Marketing t h e A G E N C Y. c o m Linda Schuster President/CEO (502) x115

2 AGENDA Introductions What are Search Engines? What is Search Engine Optimization? What is Search Engine Marketing or Pay-per-click? What are the differences? Why do I care if I am invisible in Google? SEO Strategies to follow Helpful Hints

3 WHAT IS A SEARCH ENGINE? Search engines are software systems that help people search for information on the internet. (i.e. Google, Bing, Yahoo, MSN, etc.)

4 WHAT IS SEARCH ENGINE OPTIMIZATION? Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via organic or "algorithmic" search results.

5 WHAT IS SEARCH ENGINE OPTIMIZATION? Search Engine Optimization (SEO) improves organic rankings of a website in the search engine listings. SEO is not a short-term, quick-result tactic, but rather a long-term solution with potentially high returns. Keywords: Limited number of keywords Selection is based on predicted values and client objectives Q t h e A G E N C Y. c o m

6 WHAT IS SEARCH ENGINE MARKETING? Search Engine Marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in the Search Engine Results Pages (SERPs) and has a proven ROI (Return on Investment). Pay-per-click (PPC) is an advertising model used on websites, advertising networks, and search engines where advertisers only pay when a user clicks on an ad to visit the advertiser's website.

7 WHAT IS PAID SEARCH? Paid Search Advertising, or Pay-Per-Click (PPC), places advertisements on the search engines based on the keywords searched. PPC is auction-based and prices are set at the keyword level. Results are quick, messages can be modified, and results easily tracked. Keywords: Potentially thousands of keywords Selection based on value of each click to advertiser Q t h e A G E N C Y. c o m

8 WHAT ARE THE DIFFERENCES? SEO Long-term results Increase credibility Limited number of keywords Upfront investment No per click charges PPC Fast results Control message Unlimited keywords Ongoing expense Charged for each click Both methods can provide significant levels of traffic. Optimal results are typically achieved by combining both options.

9 WHY SHOULD I WORRY IF I M invisible in Google? About 80% of Internet traffic begins at a search engine. (source: Harris Interactive) 41% of Web users employ search for simple navigation such as typing known URLs into the search box. (source: DoubleClick) 80% of searchers never look further than page one of SERPs. The World Wide Web contains more than 2.1 billion documents and is growing at the rate of seven million pages per day (source: People who find your site via search engines are typically very qualified targets for your products and services. Q t h e A G E N C Y. c o m

10 SEO STRATEGIES Domain Strategies Names simple, no hyphens, numbers Product names that describe business Common words, product names Linking Strategies Determines value PageRank assessments Quality inbound/outbound links Directory Submissions

11 SEO STRATEGIES Keyword Strategies Appear most on the page Phrases or single keywords Title tags for each page Meta description tags displayed below title tags in search Alt tag Always submit your website to search engines for indexing

12 HELPFUL HINTS Use an open source Content Managed Software (CMS) Incorporate plenty of keywords in the website Never use flash on your website Title all pages and photos Add video Link all Social Media Content is king! Consider a blog.

13 Questions?

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