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David CiccarelliChief Executive Officer
How to Achieve Top Search Engine Results
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People use search engines to...
Find websites, blogs
Find people
Find locations
Find images
Find videos
Why Search?
Search engines are the most powerful medium to
reach customers because you meet them at their point
of need.
90% of online Web sessions begin with a search.
81% of users find web sites they were looking for
through search engines.
The Facts
Search engines average 300-500 million searches per
day.
95% of users don’t go beyond the first 3 pages of
search results before they try another keyword.
30% of users believe companies found in the top
search results are a major brand in their product or
service category.
Customer Acquisition Costs
Search Engine Marketing is the most cost-effective way to acquire new customers.
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Organic Search Engine Results
๏ Process of strategic placement of keywords and text on a website to enable optimum search engine rankings.
๏ Key to any successful Internet Marketing Strategy.
๏ It’s easier than it sounds.
Search Engine Optimization
๏ Writing for search engines
๏ Interacting with search engines
๏ Boosting your results with links
๏ Monitoring your results
Today’s game plan
Popular SEO Strategies On page optimization
Off page optimization
Both have equal importance
It All Starts with Your Keywords
Well-written content and carefully selected keywords are the keys of a balanced SEO strategy.
Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
Keyword Research
Start a spreadsheet to
save all your keywords.
Organize keywords into
groups by topic or subject
matter.
Content is King Having good, well-
produced content on your website is a priority.
Content includes audio, video, text and images.
Ideas for Content The “How-To” Article
The Definition Article
Present a Theory or Argument
Create a resource like a free report or whitepaper
List Article (5 Tips for... Top 10... The Best... The Worst...)
Write Articles
Write articles in a word
processor or text editor.
If you’re not a writer, hire
a pro on Elance or
Guru.com
Your webmaster will
create HTML pages for
you.
Content Management
Consider a content management
system.
Optimizing Your ContentPut keywords and phrases in some of the following places to increase the ranking of a web page in the search engine results. Page Title
Page Description
In H1, H2, H3 tags
In the body or your article or pages
Page File Name ( your-very-important-page.html )
Page Title and Description
Title and Description become the snippet in
Google.
Open the HTML file and edit your Meta tags.
Page Name Tips
Short URLs are better
Use hyphens not underscores
If your pages are already in
Google, don’t change anything.
The Result
Interacting with Search Engines
In recent years, search engines have developed tools for website owners to submit content directly to them.
Google Webmaster Tools
https://www.google.com/webmasters/tools
Yahoo! Site Explorer
https://siteexplorer.search.yahoo.com
MSN Webmaster Central
http://webmaster.live.com
Create a Sitemap Your HTML sitemap is designed for people
Your XML sitemap is designed for search
engines
Google Webmaster Tools
1. Add your website
2. Verify your website
3. Add your XML sitemap
Boost Your Results with Links
Search engines see links as a vote of confidence.
Pages on the top of results typically have more links.
Focus on quality not quantity.
Different Types of Links
Authority Links - CNN, BBBonline.org, Industry
Associations
Directory Links - Yahoo! Directory, BOTW.org
Press Release Links - PRWeb.com, PR.com
Blog Links - Articles written about you, comment
links
Social Media Profile Links - Facebook, LinkedIn,
Reciprocal Links - Link exchanges from related
websites
Your Link Profile
n Link Popularity: How many links point to your
website?
n Link Relevancy: Are the links of a high quality, from
websites in the same industry or from authority
websites?
n Anchor Text: The active text used to enable the link
to your website. Does is say your business name or
keyword?
Time for a Check Up
To see how many pages
are in Google, enter
site:www.website.com
To see how many links
Yahoo! is counting,
enter
link:www.yourdomain.c
om
Google Webmaster Tools
Google Analytics
Tools from SEOmoz.org
Action Plan
Research your keywords and start a spreadsheet
Write new articles on subjects that people search for
Optimize your content by focusing on page titles and
descriptions
Get links from blogs, press releases and other websites
Track your success with Google Webmaster Central and
Analytics
Discover areas for improvement at SEOmoz.org
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Thank You!
