1. Beyond Search Engine Rankings:
Generating Leads With SEO

2. Why Google Does What it Does
• In the beginning, there was paper…
• Page and Brin – What were they up to?
• Rolling updates
• The Google Slap(s)
• Mixed Results
• The Terrible Pandas
and Penguins

3. The Keyword Buying Cycle
• How do you search?
– Research: “shoes”
– Shopping: “running
shoes”
– Buying: “Asics Gel
Keyano 17”
• Who are your real
competitors?
– KEI and what it means
– Keyword selection

4. Which Search Engine
Should You Focus On?

5. The Simple Secret of SEO
A GREAT Search Term
An Optimized Page The RIGHT Backlinks

6. Use Google Keyword Data

7. Advanced Keyword Tools

8. Spiders
• Search Engine does a fetch
on a specific URL
• Examines each key on-page
elements: title, meta
description, meta keyword,
Header, body copy, ALT text
•Links are gathered and put into queue – act of “crawling”
•Pass through spam scrubber
•Data added to database – page has been “indexed”

9. What Do Spiders See?

10. What Do People See?

11. The On-Page Checklist
How Many Items On The List Are You
Doing?
• Title
• Description
• Header
• Body
• ALT
• All The Rest!

12. The Link Footprint
Digg
StumbleUpon
Delicious
Diigo Facebook
PRWeb Reddit
Major News Aggregators Twitter
Pinterest LinkedIn
Associated Press 
Media Digests RSS Feed  FriendFeed
Social Bookmarks
100’s of News Sites Tumblr
BuzzFeed.com
Blogengage.com
Build Mini-Sites  Gather.com
Weebly.com Technorati.com
Wordpress.com Syndicate Posting  bloggernews.net
Webs.com businessknowhow.com

13. Press Releases for SEO
Press Releases are one
of the most important
SEO tools there is.
• Links from a Press
Release are important
“votes” to build link
popularity
• News aggregation sites use Press Releases for content
• Bloggers use Press Releases as primary sources
• Don’t underestimate the PR Value

14. Measuring Your Results
•Analytics will tell you
everything
•Article and Press
Release services will
provide data
•Decide on your Key
Performance Indicators
(KPI's)
•Trend, Trend and Trend

15. Your Conversions
• Track your calls
• Track your web leads
• Track your keywords
• Make decisions

16. Conversion Tracking

17. Key Take-Aways
• Understand and identify
profitable keywords
• Know how to optimize a web page
for search engines
• Understand how backlinks aid in
search engine rankings
• Format and structure the perfect
press release for distribution
• Understand Customer Value, ROI
and Conversion Rate
• Track and measure results

18. Questions?