Author Jon Rognerud discusses the emergence of search, use of search engine optimization, seo tactics and seo tips for immediate use. Presented at the WPA publishers conference in Los Angeles, California

1. Let’s Go Back - Understand

2. SEO HISTORY & DETAIL 2008 WPA CONFERENCE SEARCH ENGINE MARKETING JON ROGNERUD www.jonrognerud.com | contact@jonrognerud.com

7. Organic is top of show! Enquiro / marketingsherpa

8. B2B Buyers Start With Google

9. Morgan Stanley Internet Trends ‘08

11. Trends in search : Search 1.0

12. Trends in search : Search 2.0

13. Trends in search : Search 3.0 / Blend

14. Google’s Approach - Universal

15. Local Search – Before & After

16. Universal Search Results Click performance – to conversion: No universal still high Video & News close seconds

18. International

20. Opps/threats – Good SEO Matters!

21. TRADITIONAL MARKETING NEW WAY OF MARKETING

22. Common Pitfalls Path To Success -No strategy -Lack of support, resources -Poor Coordination -Inappropriate Content -Being overly promotional -Sell upper management -Buy in from all key depts. -A “give to gain” philosophy -Find the right people -Testing -Oversight -Measuring Results

23. SEO – Top Level Breakdown What – the “definition” - volume, quality of traffic & free Art, science, business skills (organic, algorithmic) Who - the “players” - Searchers, Search Engines, Websites: The magic triangle: 1. Know your audience, 2. Know search engines (no spam), 3. Create search engine friendly websites …. (and of course, user friendly sites!) How – “tripod”: Content , Link Popularity , Link Reputation The least “imperfect site” on the web wins! Manage balance of all three – content is King

24. SEO – The Essentials - Snapshot Keyword Research – “what do people type to find you”? http://tools.seobook.com/keyword-tools/seobook/ WordTracker (http://freekeywords.wordtracker.com) Google Keyword Tools Analysis – yours & the competition Content – “mapping keywords to content that matches” Keyword density Long tail (“the belly”) Onpage factors (Title, Description, H1, etc) Links – “links and links to describe your page/anchor text” Authority/trusted links best Beware of “rel=nofollow” (html code) PageRank not interesting, traffic + action matters

25. SEO – The Essentials – Details - Page ONPAGE – “html and content” Page Titles: keyword rich, 1-3 keywords, variations Meta Tags: keywords + description Body Text: keyword density, proximity, prominence Headings: H1, H2, H3 Images: Fast loading, descriptive URLs, ALT attributes Internal Links : relevant, keyword rich Sitemap: easy to follow – users and search engines Landing Pages : User friendly, call to action, fast load FIGURE: “How bots read pages”

26. SEO – HTML OVERVIEW

27. SEO – Results (SERPs) SE Result Pages

28. SEO – The Essentials – Details - Links OFFPAGE – “links” External profiles: a) Get links from relevant, topical themes. b) Links from high authority sites & hubs best. c) Directories (yahoo, dmoz, gimpsy, joeant) d) Reciprocal still valid if measured e) Research the competition and their links f) Use Yahoo Site Explorer to check links g) Use www.marketleap.com/publinkpop/ h) paid links, bartered links, blogs, social SUCCESS TIP: Articles and Press Releases. Google is considered an off-page engine, and 75% of rankings come from links. REMEMBER - Recommendations from friends: “I know Jon Rognerud ”, “Jon Rognerud is an SEO expert ”, Seth Godin: “Rognerud is an SEO Expert ”

29. SEO – The Essentials – LINK BOMBS OFFPAGE – “links”

35. THANKS ALSO TO: HUBSPOT.COM SEARCHENGINEWATCH.COM SEMPO.ORG WWW.JONROGNERUD.COM www.jonrognerud.com | contact@jonrognerud.com