This document discusses search engine optimization (SEO). It provides an overview of the major search engines, basic SEO tips, and things to avoid. The key points are: 1. SEO is the process of getting organic search engine traffic by optimizing websites for search engines like Google. 2. The top 5 search engines are Google, Yahoo, Bing, Ask, and Baidu. Google accounts for 90% of search traffic. 3. Basic SEO tips include using keyword research, XML site maps, integrating social media, using Google tools like Analytics and Webmaster Tools. 4. Things to avoid are one-time optimizations, writing only for bots, buying links, content spinning

1. SEO
SCORE
Bob Garrett
April 3, 2013

2. Agenda
• Who is Bob Garrett
• What is SEO
• Search Engines have 2 major functions
• 5 largest search engines
• Click Thru Rates
• Basic Tips
• What Not to do
• Tools/Websites
• Suggestions

3. Who is Bob Garrett
• 30 years IT management
• Last 7 years Social Media Consulting
– GarrettConsultants.com
– Twitter @bobgarrett
– Linkedin linkedin.com/in/bobgarrett
• BobCGarrett@Gmail.com
• 25+ Social Media sites
– G+/Facebook/Pinterest/Foursquare…
• Google -> Bob Garrett

4. What is SEO
SEO “search engine optimization”
Process of getting traffic from the “free,”
“organic,” “editorial” or “natural” listings on
search engines
Extremely complex and ever changing

5. Search engines have two major
functions
1. crawling & building an index
2. providing answers by calculating relevancy &
serving results
This is processes is extremely complicated and
the search providers provide little information
on exactly how they calculate results

6. 5 Search Engines
• Google 90% of traffic
• Yahoo 3% of traffic
• Bing 3% of traffic
• Ask Jeeves .3% of traffic
• Baidu .3% of traffic

7. Click-through Rates for Top Rankings
• #1 position in Google's search results receives
18.2% of all click-through traffic
• #2 receives 10.1%
• #3 receives 7.2%
• #4 receives 4.8%
• all others are under 2%
• A #1 position in Bing's search results averages
a 9.66% click-through rate.

8. Basic Tips
• Learn/Understand Google Search Engine results
• Use Google tools to understand/improve results
– Understand keywords ranking
– Google Analytics
– Google Webmaster Tools
• Use Keyword Research Tools - SEOMOZ
• Use Google XML SiteMaps in Wordpress (free Plugin)
• Integrate Social Media profiles/content with Wordpress
– G+ is extremely valuable
• Use Google Services
– Youtube.com – keywords when posting video are critical
– Google Places – claim your website/customer reviews are critical
• Respond positively to negative reviews/don’t ignore
– G+ - be active / positive / join relative communities

9. What Not to do
• “Set it and forget it” - SEO algorithms
change frequently
• Write for Bots – focusing on keywords only
• Buying links – website links to your website
• Content spinning – rewriting existing content
– however do repurpose with video/pics
• Broken links – pages that don’t work
• Long load times > 1 second

10. Tools/Websites
• SEOQuake.com – browser plugin (free)
• SEOMOZ.com – SEO technical “how to”
• Sitetuners.com – design/SEO lots of free
webinars/content

11. Suggestions
• Consider outsourcing to a quality firm
– Not all SEO “experts” are equal
– Consider if you are in a very competitive niche and
ranking is an important part of your business plan
– Effective SEO is extremely complex/ever changing
– Difficult to get 1st page let alone 1st position results
– ROI for 1st positioning or “above the fold” results
could be significant for competitive/high dollar
product/services
– Most small companies ignore SEO or do it wrong –
possible significant advantage if done right