Having a search engine optimization (SEO) plan for your business could be a very effective method to increase the amount of ‘organic’ traffic coming to your website. At this session, learn more about why SEO is such an important topic, how search engines work, and the various tactics you can implement to improve your search rankings.

1. Driving Traffic to Your Site Through Search
Engine Optimization
Thank you to our sponsors

2. Overview
• Introduction
• Overview of Session 3
• Statistics and Trends
• SEO VS PPC
• Pay Per Click Foundations
• Keyword Research
• Search Engine Optimization
– On page verse off page
• Question and Answer
• Homework Assignment

3. Creating Your Marketing System

4. First, Two Pearls of Wisdom
#1 “Build it and they will come, if they can find it.”
#2 “To be found in the search engines,
first the search engines must find you.”

5. Google is a powerhouse
Ask Other
3% 3%
MSN
9%
Google
Yahoo
Yahoo MSN
21% Ask
Google Other
64%

6. Some Statistics
• 7.3 billion searches conducted monthly in US
• Search engines organize and prioritize the 5.5
billion web pages that compete for the
Internet users’ attention.
• 85% of Internet users use search engines

7. How we search
How many words we search with
# of results viewed before click
1 word 23.4%
Only a few 23%
2 words 26.3%
First page 39% 3 words 21%
4 words 13.4%
First 2 pages 19%
5 words 7.4%
First 3 pages 9%
6 words 3.9%
More than 3 pages 10% 7 words 2%
8 words+ 2.6%
-- iProspect, 2006 -- HitWise, 2006

8. Organic VS Paid Search

9. SEO VS PPC

10. Pay Per Click Foundations
• Based on an auction system
• Higher bid -> Higher Placement
• Only pay for clicks
• The Good • The Bad
• It can generate traffic • Bidding wars
• It is easy and fast • Does not scale well
• It can be a bargain • Low click through rates

11. To Succeed with PPC…
• Research keywords
– Traffic and competition
• Segment your market
• Create landing pages
• Track campaign success
• Test, Test, Test

12. eMarketing Best Practices – SEO
1. Use title tags
2. Key in to your keywords
3. Inbound links!

13. Tools for SEO – Overture

14. Tools for SEO – Keyword Density

15. Tools for SEO – Google Webmaster

16. Tools for SEO – Website Grader

17. On-page SEO
1. Title Tags
2. Meta Tags
3. H1/H2 tags
4. Alt tags
5. Deep links
6. Clean code
– No frames

18. Off-page SEO
1. Inbound links
2. Social bookmarking
3. Search Directories
4. Off site blogging
5. PR web

19. A few don’ts
Don’t use a Don’t use all
splash page flash
Don’t use a
Don’t use
huge amount
frames
of javascript

20. General Tips
1.)
3.) Be in the
Optimization 2.) Talk with
business of
requires an your
content
ongoing customers
creation
process

21. Creating Your Marketing System

22. Thank you
Thank you to our sponsors