SEO – How to use Social Media for search engine optimization success. Search Engine Optimization Workshop by Gerry Grant – Search-Optimization.com | Microsoft Store | Orange County California

1. Search Engine Optimization

2. For over 19 years, Search-Optimization.com has
helped companies increase profitability with
strategic Internet Marketing.
CLIENT EXPERIENCE (partial list)
• Search engine optimization (SEO)
 National
 Worldwide
 Local
• Social Media Marketing
• Pay-Per-Click (PPC) management
• Keyword research
• Website usability analysis
• Web analytics / Tracking / ROI
• Contextual advertising
• Email marketing
• Website design / Re-design
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American Marketing Association Orange County
Cedars Sinai
Orange County Register
CeroView
Corporate Investment & Strategic Alliance (CISA) Conferences
Don Patton Construction
eEye Digital Security
eFormsNow
Grapes & Olives
iLeads
Interseller
Knot Corps
Liti Holographics
Long Beach International Marathon
iMarketingMasters
OCRealEstateFinder.com
OCCarFinder.com
OCT Group
On-Target Direct
The Orange County Register
Patient Care Technology Systems
PaxGolf
PivX
PoliteMedia
POP-i Music online music publication
Shoes.com
Strata-Media
The Sturgess Company

3. Paid vs Free
real estate license
Natural Search
Results generated
algorithmically – unbiased
and unpaid
Advertising
Your message reaches
customers at the moment
they demonstrate interest

4. SEO Best Practices

5. SEO Ranking Factors

6. Social Media is SEO

10. SEO is best?
Highest return on investment
of any marketing.
Targets those who want what
you are selling.
Searchers are active buyers.

11. What exactly is search
engine optimization?
op·ti·mize
tr.v. op·ti·mized, op·ti·miz·ing, op·ti·miz·es
1. To make as perfect or effective as possible.
2. Computer Science. To increase the computing
speed and efficiency of (a program), as by
rewriting instructions.
3. To initiate specific online marketing tactics onsite
and offsite which allow visitors to quickly and
easily find your website based on keyword
phrases they use to query the search engines.

12. SEO
Steps to successful search engine optimization
• Keyword Market Research and Analysis (KMR): Research
and find the most popular, targeted and highly convertible
search terms. https://accounts.google.com/
• Competitive analysis
• Proper site structure
• Create content
• Link strategy
• Targeted landing and entry pages

13. Best Practices
Strategy and Prep work
• Set Goals: Define your goals and establish metrics for success.
• Opportunity: Understand and take advantage of good ROI
opportunity.
• Tracking Set Up: Set up tracking your results down to keyword
level. Money spent on tracking answers the question: What is
working?

14. Word Research
Select the right words and phrases to target your desired
customer.

15. Analytics

16. Meta Description
"Ah meta descriptions… the last bastion of traditional marketing!
The only cross-over point between marketing and search engine
optimization! The knife edge between beautiful branding
and an online suicide note!"
Good Meta Descriptions should have:
1. Search Terms.
2. Brand message/strap line.
3. Compelling marketing message.
4. USPs/value adds/discounts/offers.
5. Unique content.

17. Description
Meta Tag
There are some key elements to ensure you feature:
Search Terms. Don’t forget that keywords matching the users query will be
matched in bold and therefore draw the eye’s attention to your result and
increase your chances of click through.
Brand message/strap line. An important differentiator in a crowded marketplace.
Really, what sells you? Be honest now.
Compelling marketing message. AHA! The last bastion of traditional marketing!
Write something that markets the contents of this page.
USPs/value adds/discounts/offers.
Make it unique. If you don’t, Google Webmaster Tools will tell you off!
It must be unique to the contents of the page.
So here’s how you can put it together in 156 characters:
Search term relevant to page – why us – why now?
Our name – why we’re the best

18. Ranking Factors
• Domain Name Choice - Several factors make the domain
name important and all of them revolve around having a
keyword in your domain name.
• Website Copywriting – Use professional SEO copywriters.
Your website copy is extremely important for conversions,
relevancy and theme.
• Title Tag - Every page in your web site should have a unique
title tag with the targeted keyword for that page included. This
is also the first ad copy the new visitor will see.
• Description Tag – This is what the search engines use for
the description they display. This should be unique for each
page and include the keyword targeted for that page.

19. Ranking Factors
• Anchor Text of Links - This is important for link popularity
and thematic linking to help develop topical community.
• Keyword Use in Document Text - Using the keyword in the
body text indicates what the page is about.
• Accessibility of Document - If a search engine can't reach
your pages, they can't get them in the index, and you
obviously can't rank well.
• Links to Document from Site-Internal Pages –. Link to
pages that you have optimized from pages with a similar
theme. An internally well-linked to document is generally
considered more important than an obscured or buried page.

20. Ranking Factors
• Directory and File Naming Conventions – Use targeted
keywords in the names of directories, pages, pictures and
videos.
• Primary Subject Matter of Site - A website's primary topic.
Also focus on the primary subject matter of a page.
• Dates and Fresh Content – Google patents indicate that the
date a site was created and how often it is updated are
important.
• Link Popularity of Site in Topical Community - Topical
communities are measured by the search engines as groups
of websites who interlink to and with one another frequently
and carry a similar topic or theme.

21. Resources
SEO Quake
www.seoquake.com
Moz
www.moz.com

22. Ranking Factors
• Overall link strategy – Google was founded on the
importance of links as references or citations. Page Rank is
an indicator of the quantity and quality of links for that page.
• Google Explains “PageRank relies on the uniquely
democratic nature of the web by using its vast link
structure as an indicator of an individual page's value. ….
Votes cast by pages that are themselves "important"
weigh more heavily and help to make other pages
"important."”
Site checker
http://tools.quicksprout.com
Sites
http://tools.quicksprout.com/analyze/ready4remodel.com

23. Implementation Options
Model
Cost
Advantages/ Disadvantages
In-house
Portion of employee
salary
Long learning curve, employee may leave,
unskilled employee could cause damage
to web presence, company.
Outsourced
limited:
One-time fee offers
$99 - $250
Best case: 100% return on your $99
Worst case: Unscrupulous tactics could
get you banned.
$500 - $2K per month
Experts initiate thorough analysis and
implementation plan over time with regular
feedback and adjustments.
Higher perceived initial costs, but huge
ROI.
$100 - $150 per hour
plus portion of
employee salary
SEO firm acts more like a consultant and
helps train employee in-house. Good
solution for companies that prefer more
control. Employee may not implement
properly.
Outsourced:
Comprehensive
Hybrid / Retainer

24. Internet Marketing Workshop
Half Off Special
$1,000 of Services for $500
(760) 893-6422
Gerry Grant, CEO ~ Search-Optimization.com
www.Search-Optimization.com ~ gerryH2H@gmail.com

25. SEMINAR SPECIAL
Half off one month
Internet marketing.
Just $500 for $1,0oo
of SEO, Social Media
and Pay-Per-Click management.