2009 mheda convention search engine optimization

Powerful PositioningPowerful Positioning

Website Optimization – A Call to Action

MHEDA’s 54th Annual Convention • May 2-6, 2009 • Palm Desert • CA

Mark JuelichExecutive DirectorAmerican Warehouse Systems

The Smart Road to Success

In our current economic situation we must find ways to increase sales without burdening the bottom line.

We must market our companies smarter and increase the ROI of every advertising dollar.

Our existing customer base has decreased spending significantly. Now is the time to extend our reach.

Powerful Positioning Powerful Positioning MHEDA’s 54th Annual Convention • May 2-6, 2009 • www.mheda.org


The answer is utilized by 220 billion Americans virtually every day.

The internet is the fastest growing channel in the history of media.

Search Engines are the windows through which 92% of users view the world wide web.


Get Out There

With a little help, your company can maximize advertising dollars.

You can reach hundreds of thousands of potential clients every year.

With the right tools and talent, any company can be successful in internet business.

The secret is working smart.


Presentation Objectives

Alert MH Companies to the Importance of an Internet Presence

Discuss Current Search Environment Give Tips on Contracting to / Hiring Search

Engine Optimization Professionals Provide “How To’s” to Get Started


Presentation Outline

Understanding Your Target Market Understanding Search What is Search Engine Optimization? How Can I Find Help?


Understanding Your Target Market


If you can’t see the target,chances are you aren’t goingto hit it.

Understand Your Target Market

Who is your target market? Why are they a fit for your company? You can’t be everything to everyone, focus

your efforts.

Your Target Market

How do they procure MH equipment? What types and combinations of MH

equipment do they buy? What online sources do they use to find

vendors? What do they call the MH equipment they

own?


Understanding Search


Search Engines are today’sconduit to higher profits.


The internet is the fastest growing channel in the history of media.

Search is the fastest growing marketing segment of the internet.

72.5% of US population use the internet 92% of US internet users start all online

research with a search engine.


The Big Three (Google, Yahoo and MSN) comprise roughly 95% of all search.

Google (a ten year old company) grossed $21.8 billion dollars in 2008.

Internet marketing is big business. Every MH company should be well versed in

online search.

Search Engine Market Share 2007


Google57%

Yahoo23%

MSN11%

AOL5%

Ask4%

Search Engine Market Share 2009


Google71%

Yahoo13%

MSN11%

AOL2%

Ask3%

Search Engine Standings

Google is the undisputed leader in online search.

Google now controls ¾ of all internet search results in the world.

Yahoo leads in online services but is distant second in search.

…And the rest.


Search Engine Standings

MSN controls about 11% of search. MSN uses an algorithm similar to Google Ask, AOL and all the others comprise the last

5% of search. Specialty search engines like Business.com

and others are strong for Material Handling.


What is Search Engine Optimization?


How will they find me on theInternet super highway?

Search Engine Optimization

“Search Engine Optimization (SEO) is the art and the science of getting a website to appear prominently in organic search engine results when a search submits a query relevant to that website.”

- Rebecca Lieb 2009

“What?”- Probably You 2009


What is Search Engine Optimization?

Attracting Spiders and Crawlers Build a Strong Foundation Balance Between Search Engines and

Searchers Keyword Research Link Building Content Management

Attracting Spiders and Crawlers

Spiders, Robots and Crawlers are Automated Scripts

A Search Engine uses Spiders to Create their Index

Search Accesses Current Index NOT the Internet.

Good SEO Attracts Spiders – Eases Website Crawl

Build a Strong Foundation

Professional Looking Website Navigation That is Easy and Simple Clean, Well Written Text – No Typos! Sharp, Clear Images Information Your Target Needs A Call to Action!

Balance Between Search Engines and Searchers

Spiders Can Only Read Code Humans Read Content Your potential customers are at odds with

search engines. They typically aren’t interested in, nor do they read the same information the same way.

To be successful online you need to sell yourself twice.


Keyword Research

Discover Keyword Phrases Your Target Market Uses to Locate Equipment

Don’t Assume Your Keywords are Their Keywords

Create a Basic List Expand the List Through SEO Efforts


Google’s Algorithm

50%

35%

5%5%

5%

Links Text and Tags Size Longevity Frequency


Link Building

Search engine spiders view inbound links as votes and determine page relevance from quality and number of links.

Link building is the practice of increasing the number of quality links to pages within your website.


Link Building

High quality links are generally text links that use your keyword phrase and originate from pages that have the same theme or similar content as your site.

Spiders Can’t Distinguish Between Internal and External Links


External Link Building

Inbound Links That Originate Outside Your Site

Seek Out Co-Citations From Leaders in Your Keyword Phrases

Sort the Quality Links From All Other Links


External Link Building

Approach the Owners of the Quality Links and Ask (Buy?) a Link

Google Frowns on Purchased Links…So? Don’t Forget the Directories


Internal Link Building

Inbound Links That Originate From Another Page on Your Site

Utilize Keyword Rich Text Links When Possible

No More Than Four Links From Any Page to The Same Page

Be Aware of Topic / Reputation Relationship


Misc. Link Building

Participate in Industry Blogs Write Articles for Online Publications and

RSS Feeds Provide “Valuable” Resources Volunteer and Donate to Good Causes .org and .edu have more link juice than .com


Content Management

Utilize Page Specific, Keyword Rich Tags and Text

Strong, Unique Title Tags are a Must! Description Tags Direct Advertisement to

Potential Client Media Files Strong Names, Alt Attribute,

Captions


Content Management

No More Than Three Related Keyword Phrases to a Page

4%-7% Keyword Frequency Keywords Should be in First 100-200 Words Keyword Phrases in Headings


Content Management

Avoid Splash, Flash and Frames Use CSS and Avoid JavaScript Avoid Duplicate Content Never Present Text as a Graphic Create an XML Site Map Call to Action!


Any Questions?


There is Help Out There.


Walking Through the Minefieldto Pick the Rose.

Ongoing SEO is…Ongoing

Gravel Roads to Super-Highways; Both Need Maintenance

Most SEO Projects Are Actually Many Small Projects

Search is Constantly Evolving Search Engines Change How They Crawl

and Index Sites


Why Do I Need Ongoing SEO?

Your Target Market Uses the Internet to Find Equipment

The Economy Requires You to Reach Out Farther

Long Term Pay Per Click Advertising Is Expensive

Your Competitors are Using SEO to Eat Your Lunch


Avoid Bad SEO

Bad SEO Prey on the Ignorant Ongoing Invoices Not Ongoing SEO You Usually Get What You Pay For Stay Clear of “Black Hat” Techniques Insist on and READ the Contract


Questions to Ask SEO

How long have you been doing SEO? How do you keep up with current trends? What is your experience with material

handling companies? Are your optimization tactics within search

engine guidelines? How will you research my target market?


Questions to Ask SEO

What are some successful SEO strategies you employ?

What are your criteria for choosing keyword phrases?

How do you handle link building? How do you track success? Do you provide reporting?



In our current economic situation we must find ways to increase sales without burdening the bottom line.

We must market our companies smarter and increase the ROI of every advertising dollar.

Our existing customer base has decreased spending significantly. Now is the time to extend our reach.


Any Questions?


Powerful PositioningPowerful Positioning

Thank You


Mark JuelichExecutive DirectorAmerican Warehouse Systems

2009 mheda convention search engine optimization

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