This presentation is a talking guide to introduce SEO to the Small Business Owner or any party that can benefit from a basic knowledge of what SEO is, how it works and what value it provides.

1. SEO101:Search Engine Optimization Presented by: Basil C. Puglisi, M.P.A. basilpuglisi.info Patch.com

2. What is SEO? Search Engine Optimization is the process by which you increase visibility so that it ranks higher in the organic search results. This can apply to: Websites, Images, Videos and Local/Geographic results.

3. What is an Organic Search? Organic Search is the natural results on the left side of the page that produce quality results based on the sites credibility and relevance. The Goal: The natural business model of a search engine is to help you find what you are looking for.

4. SEO Basics Structure How is it designed, Presented and/or Crawled? Content What is this really about? Original or Copied? References Who points, links or references this?

5. Structure What type of code is used and how? What is the flow of content, Pages, Titles, Keyword Density? What are you telling the crawlers to read or not read? i.e. robot.txt

6. Content What is the site about? What are the pages about? What is the location and reach of this service? Where does this content come from? Original vs Copied

7. References Links: Do Follow & No Follow Profile Links Post Based Links In Content Links Article Links Referring Site links Social Media

8. Value of Links: Do Follow & No Follow Do Follow This is a link that tells the crawlers to read and give credit to the site receiving the link. No Follow While the crawler does not give credit for the link and increase the SERP, these can still produce web traffic and visibility.

9. Value of Links: Relevancy The relevancy refers to the topic, subject matter or type content that is referring the link. Low Value: A Gambling site points a link to a non-profit for education High Value: A plumber blog, directory or site pointing to a plumbers website.

10. A Business Practice SEO is a guiding principal for the conversion of you business. The goal of search engines is to put a genuine interested party/person or consumer in touch with the provider or business they need to meet a need. SEO is a guideline to make sure your visitors are valuable!

11. Analytics:Visitors or Customers Visitor Someone who arrives at your website Customers Someone who purchases a product good or service from you

12. Analytics:Impressions, CTR or Conversion Impressions The number of times your ad is visible on a page, site, service, etc. CTR: Click Through Rate The number of times someone clicks your ad Conversion The ability to take a campaign from Impressions, to CTR that results in a “buy”, this is the true success in any campaign

13. Organic Visitors Organic Visitors These are visitors generated from the natural search engine results. SEO Conversion The organic visitors have a higher level of interest in your brand, product or service and therefore result in a higher conversion rate.

14. SEO is a Marketing Tool Marketing Tool A service, campaign or product that is used to increase visibility or brand awareness. The Opportunity: This is one service that creates opportunity,

15. Examples of Marketing Tools SEO Video Social Media Banner Ads Pay Per Click Advertising Pay Per Call, Pay Per eMail (really PPC)

16. basilpuglisi.info /basilpuglisi /consultingcoach /in/basilpuglisi Basil C. Puglisi, M.P.A. @BasilPuglisi (631) 220-2754 BasilPuglisi@aol.com /stumbler/basilpuglisi /user/basilpuglisi/ /basilpuglisi /basilpuglisi