Search Engine Optimist Clients

Trade GroupTeam Office

Search Engine OptimistSearch Engine Optimization

Or: “My site looks great! Now why is my phone not ringing?”

• 70% of online searchers will use local search to find offline businesses.

• 95% of those people use a search engine to find what they are seeking

• 90% of those same people don’t look past the second page of results for their search

Source: Forrester Market Research

• “Normal” search results. Websites.

Organic Search

• Sponsored advertising, can be for any keyword, even competitor’s name

Paid Search/ PPC Ads

Local Maps/ Places Listings

• Geographically specific search results. “Google Places”/“Maps”/+

• Requires very different techniques to rank, than Organic search

Different Ways To Get Found on Search Engines

Measuring ROI

• 10,000 see website on Search Engines

• 500 Visits

• 20 calls

• 5 customers = $10,000 total

• 1 Repeat customer (not counted)

• Therefore each Visit = $20

SEO Terminology

• one or more words which your potential customers will type into the search engine and which you want to show up #1 for.Keyword

• Clickable text on a site that loads a different site into the computer. Google considers links to be votes for the site linked to, and they are very important for SEO.

Link

• Misleading, spammy Techniques that manipulate search engines and human visitors to create quick gains in ranks & traffic.

• Often backfire after a period of time, resulting in penalties or outright banning from the search engines. (See JC Penney debacle in NY Times)

Black Hat

• Google’s 1- 10 measurement of the overall authoritativeness/ trustworthyness of a site.

Page Rank

• Search Engine Optimization• Steps and methods to get you website to rank higher in the search

engine resultsSEO

• Search Engine Result Pages• The results that are displayed by search engine when a given term is

searched through its engineSERP

Measuring Success - Google Analytics

Web Analytics tool providing rich insights to web traffic

and marketing effectiveness

Shows how visitors found site and how you can enhance

their visitor experience

Best “bang for your buck” of any tool

So How Does It Work?

Market Share Potential – Rockefeller Ctr

• Rockefeller Center shows up on the first page of 45% of the top 24 keywords

• However, of the 17 non “NBC Studio tour” keywords, only 2 are on the first page of Google

Recent Changes to Google’s Algorithm

Panda

• Focus more on on-page content

• Too many exact-match links can get sites penalized

Penguin

• Linkfarms = bad

Local Presence

Search for “Tourist Attractions in New York” shows no local listing for Top of the Rock or Rockefeller Center

Using Google Analytics to Uncover Problems, Opportunities

Client #1

Client #2

Search Engine OptimistMarket Share - Competitors

Website Admin – Make technical changes in the website for positive SEO

Developments

SEO Experts – Prepare a strategy, consult and execute

towards better ROI and branding

Communicators – Sends out essential information about

the company directly to users or to SEO experts, write SEO-

friendly content

Owners or Managers – Interact with communicators

and SEO experts to discuss goals and road map

Website

SEOing the site: Who should be involved?

• A Key Metric - First page “Organic” search results are preferred by 91% of consumers looking to make a purchase. SEO is therefore extremely effective for online lead generation, increasing online sales or simply increasing the company’s online presence and brand awareness.

• Brand perception - Heavily dependent upon showing up for relevant keywords. When was the last time boss did business with a company showing up on page 3?

• Integrate marketing - Studies show that a consumer is likely to go online and search for your product or service after seeing or hearing it through an offline marketing channel. So unless they remember your businesses name, they are going to be searching online for your products and services

• Cheap! Compared to print/radio/TV advertising, or trade shows or other techniques, SEO is “cheap insurance” against when more & more customers go online.

• Essential - Without good SEO a company risks it’s website sinking into obscurity and a significant loss in internet traffic. It also risks it’s brand not being taken seriously and loss of reputation as a result.

Source: Tamar 2008 search attitudes report

How to convince your organization to invest in SEO?

No Guaranteed placement

Strong Track Record with case studies

Logical + Long Term Approach

Transparent Methods + Analytics

How to choose an SEO firm

Search Engine OptimistSEO Resources

1. Beginner's Guide to SEOhttp://guides.seomoz.org/beginners-guide-to-search-engine-optimization

2. SEOBook – Free 7-Day Course for Beginnershttp://www.seobook.com/free-account/

3. Google’s Office Guide to SEOhttp://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

4. How to use Google Places to Market Your Businesshttp://www.inc.com/guides/201106/how-to-use-google-places-to-market-your-business.html

Questions?

carl@searchengineoptimist.com

206.569.8846 - Carl

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