Small Biz Express- SEO help for Small Business

1. What is Search Engine
Optimization (SEO)?
Search engine optimization is the
process of increasing your website’s
visibility in the major search engines
across a strategically defined set of
keywords and phrases that apply to
your products or services

2. Major Search Engines
 Google
 Yahoo!
 MSN
 ASK

3. Why SEO?
► Search engines are an important source of customer traffic
► It's a low cost alternative to traditional customer acquisition
sources like TV and print media
► 85% of all traffic on the internet is referred from search
engines
► 90% of all users don’t look past the first 30 results (most
only view top 10)
► Improve brand awareness & dominate your competition,
broaden market share
High Rankings = More Visitors

4. How do you optimize websites
for search engines?
 Keyword Research
 Meta Information Optimization
 Content Optimization
 Site Navigation Structure Optimization
 Link Building

5. Keyword Research
 Select keywords which will bring targeted traffic
 Use common sense
 Hold brainstorming sessions with laymen
 Analyze competitors websites
 Use Keyword Generation Tools

6. Keyword Generation Tools
Free Tools
Overture Keyword Tool:
http://inventory.overture.com/d/searchinventory/suggestion/
Google Adwords Keyword Tool:
https://adwords.google.com/select/KeywordToolExternal
Other Tools
WordTracker
WebCEO

7. Overture Tool Google Tool

8. Meta Information Optimization
 Title tag – The most important tag, Put your most
important keywords here
 Meta Keywords - No effect on ranking in Google
 Meta Description – Use for branding, State your
USP, Put your keywords here too
 Meta Robots – Example
<meta name="robots"content="noindex,nofollow">

10. Content Optimization
 Place keywords in the following tags:
<H1>, <H2>, <H3>
<B>, <I>, <U>
<IMG ALT> attribute
 Maintain website theme

11. Navigation Structure
Optimization
 Hierarchical structure (optimum 3 levels
including home page)
 Links at each level should point to the next
level with relevant keywords in the link text

12. Link Building
 Directory Submissions
 Posting in Forums
 Press Releases
 Article Syndication

13. Directory submission checklist
 Make sure that you submit your website to the
appropriate category in the directory
 High demand keyword which is being targeted
for rankings should be used in the anchor text,
which is used as the title of the directory listing
 The keywords in the anchor text should vary
 Try to get inbound links to some internal pages
and not just the home page
 The URL format of the websites referring link
should be consistently identical

14. Directory submission checklist
For example:
http://your-site.com
http://www.your-site.com
http://www.your-site.com/index.html
...are all technically 3 different URLs.

15. Search Engine Algorithms
► PageRank
► Topic Sensitive PageRank
► Hilltop
► TrustRank

16. Thank You