search engine optimizationcdn.bpaa.com/webinars/seo-101.pdfsearch engine optimization hiring an seo...
TRANSCRIPT
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Search Engine Optimization
4/12/2011
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Search Engine Optimization
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Webinar ID: 803-875-610
System Requirements
PC-based attendees
Required: Windows® 7, Vista, XP or 2003 Server
Macintosh®-based attendees
Required: Mac OS® X 10.4.11 (Tiger®) or newer
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Search Engine Optimization
Today’s Agenda • What is SEO and why is it important?
• SEO Basics
- Keywords
- On-Page SEO
- Off-Page SEO
• Measuring Results
• DIY vs. DIFM (Do it yourself vs. Do it for me)
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Search Engine Optimization
What is SEO?
Why is it important?
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Search Engine Optimization
Marketers doing Marketing
• TV commercials, radio advertisements, telemarketing, print materials and mail campaigns
• All very expensive and only last as long as you pay for them
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Search Engine Optimization
People Blocking Marketing
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People don’t need traditional marketing
Search Engine Optimization
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Search Engine Optimization
Outbound Marketing
• Direct Mail
• Email Blasts
• Print Ads
• TV/Radio ads
Inbound Marketing
• SEO / SEM
• Social Media
• Viral Video and Photos
• Blogging
Rethinking Marketing
Interruption Permission
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Search Engine Optimization
Consumers Start in Google
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Search Engine Optimization
What is SEM (Search Engine Marketing)
SEO/Organic vs. PPC/Paid
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Search Engine Optimization
Organic Search is Best!
Organic Results
75% of clicks
Pay Per Click – 25% of Clicks • FREE
• More Traffic
• Smarter People
• Longer Lasting
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Search Engine Optimization
SEO Basics
What and Why
• SEO refers to techniques that help your website rank higher in the organic/natural search results.
• This helps more people who are looking for your business find you.
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Search Engine Optimization
How Does Google Decide?
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Search Engine Optimization
• On Page Factors
- Account for 25% of Rankings
• Off Page Factors
- Account for 75%
- Links!
How Does Google Decide?
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Search Engine Optimization
Choosing Keywords • Search Volume
- How many times per month is the keyword searched
• Relevence
- How many people that search the term will come to your bowling center
• Difficulty / Competition
- Know your probability of getting to the first page of Google
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Search Engine Optimization
On-Page SEO
• Potential customers see this… • Search engine robots see this…
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Search Engine Optimization
Visible On-Page SEO • Page Title
• URL
• Heading Tags H1, H2, H3
• Bold Text
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Search Engine Optimization
Invisible On-Page SEO
• Description
• Keywords
• Alt text on image tags
Alt=“Join our email list and get a $10 Coupon”
<meta name="keywords" content="bowling, cosmic bowling, league bowling" />
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Search Engine Optimization
Off Page SEO • Page Rank
- How important Google thinks your site is
- 0 to 10
- Exponential scale
• Inbound Links
- Web pages that link to you
• Link Anchor Text
- The text that is in the link to your website
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Search Engine Optimization
75% of SEO is Off-Page • Recommendations from friends or business partners
- social media, personal websites and blogs
Link Building Tips • A regular link to your site: www.LuckyBowlingLanes.com
• Anchor Links (better): Lucky Bowling Lanes
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Search Engine Optimization
Measurement
Grade your website – www.WebsiteGrader.com
• Get your score card and improve your websites marketability
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Search Engine Optimization
DIY vs. DIFM • DIY = Do it yourself
• DIFM = Do it for me
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Search Engine Optimization
Doing SEO Yourself • It’s not rocket science.
• Content is King.
• Read a lot of blogs on the subject.
• Invest in tools such as SEO Tools at www.Hubspot.com
• Start small and work your way up.
• Track, so you learn what works.
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Search Engine Optimization
Hiring an SEO Consultant – Do it for me • They should be able to explain to you in simple language what determines
rank
• Should explain everything to you
• Should require you to provide a lot of great content
• Check the consultants website in WebsiteGrader.com – look for a score of 85 or greater.
• They should measure results in conversions or leads.
• They should not have cold called you for your business. Should have been found on the web.
• They will cost more than $2,000 / month.
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Search Engine Optimization
Thank you! And as always contact us at BPAA
for questions on SEO and any other website marketing needs.
• Heath Shults [email protected]
• Download this Webinar at www.bowlinguniversity.net Just click on “Seminar Handouts” in the main menu.
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