SEO:Making it easier for your customers to find you

David QuaidDara WardPrimary PositionPrimaryPosition.comSearch Intelligence

WHAT IS SEO?

Paradox Distrusted Blackhat, Black Magic, Black Box and

snake oil!

My Site

STOP SENDING THE WRONG SIGNALS!

WEB 1.0

Assumes visitors arrive Focuses on design: aesthetics,

branding and standing out

REALITY

SEO 101: NEW RULES

Mirror your business intelligence online

Content demonstrates your capability and suitability

You cannot have too much content – no-one will be overwhelmed

DIVIDE AND CONQUER

USERS WANT

Information to make informed decisions Best value possible Buy the best product at the best price Buy the right product at the best price Buy the best expertise at any price Find the best provider

Relevant Content at all times

GETTING INTO THE MIND OF SEARCH USERS

Users have a problem – they search for the problem, not the solution!

CASE STUDIES

Describe the client Describe the problem Describe the solution Sell the process

PRODUCTS AND SERVICES

Describe the problem Discuss the solution Show the potential uses Describe the clients

CONTENT 101

Unique Different media

Site(s) Blog twitter

CONTACT INFORMATION

If you have more than one location, mirror this on your site

A customer in Limerick may not be interested in your location in Waterford

More likely to be interested in knowing who is in the Limerick office

TERMINOLOGYWe’ve come such a long way in such a short time

ITS ALL CHANGING: 1996 - NOW

Brochure sites Domain = Company name = 1 News & Events E-mail us Home, About us, Services, Contact Us

WHAT ARE WE SAYING NOW

A/B Differentials Web 2.0 / 3.0 Multiple domain strategies Corporate Blog E-Mail, call, twitter, blog, LinkedIn us Home, Service 1, Service 2, Site B, Site

C, Contact Centre, Product Micro-site, Sub-domains

GET YOURSELF CONNECTEDNo man is an island – so why is his website?

It looks lovely but

how will we get there?

CONNECT TO OTHERS...

Suppliers Clients Partners Business Associates and Friends

NETWORK

LinkedIn Twitter IGO People Blogs

Your Blog

http://www.

Your Website