This document provides an overview of search engine optimization (SEO) including: - Definitions of SEO from common, Wikipedia, and Google's perspectives - Why companies implement SEO campaigns focusing on increased search traffic and sales - The difference between SEO and pay-per-click advertising - Typical on-page and off-page optimization processes including keyword research, content optimization, and link building - More advanced SEO techniques and the level of reporting that can be expected from basic to comprehensive SEO services

1. Demystifying SEOWhat really goes into acomprehensive SEO campaign Benj ArriolaSEO Director Internet Marketing Inc. www.internetmarketinginc.com

2. All About SEO A brief about the basics

3. Agenda All about SEO What is SEO? Why SEO? Is it just all about ranking? The Search Cycle SEO is not PPC The SEO Process Knowledge & Skills Typical & Advanced SEO Process & Resources Needed Cheap or Expensive? DIY SEO Further Learning

4. What is SEO? SEO? Common Definition: It’s something you do to the website so your website comes up first in Google®. *Images are of Phineas and Ferb. Both characters are registered trademarks of Disney Enterprises, Inc.

5. WikipediaDefinition: Search engine optimization (SEO) is the process of improving the visibility of a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results… In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO? *Images are of Phineas and Ferb. Both characters are registered trademarks of Disney Enterprises, Inc. Common Definition: It’s something you do to the website so your website comes up first in Google®. What is SEO?

6. WikipediaDefinition: Search engine optimization (SEO) is the process of improving the visibility of a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results… In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. What is SEO? Google’s Definition SEO is an acronym for "search engine optimization" or "search engine optimizer.“ Advertising with Google won’t have any effect on your site’s presence in search results. Google never accepts money to include or rank sites. Research the potential advantages as well as damages that an irresponsible SEO can do. No one can guarantee #1 ranking. Be careful if a company is secretive or won’t clearly explain what they intend to do.

7. Google’s Definition SEO is an acronym for "search engine optimization" or "search engine optimizer.“ Advertising with Google won’t have any effect on your site’s presence in search results. Google never accepts money to include or rank sites. Research the potential advantages as well as damages that an irresponsible SEO can do. No one can guarantee #1 ranking. Be careful if a company is secretive or won’t clearly explain what they intend to do. What is SEO? My Definition of SEO ?

8. Why SEO?

9. Is it just all about ranking? Main objective why you want SEO. You can get #1 ranking You can get higher search traffic To make more money! But still no one visits your website??? Wrong Keywords Weak Calls-to-Action But still no increase in sales Wrong Keywords Poor Design Bad Usability

10. What is SEO? My Definition of SEO The process of ongoing improvements of a website to increase revenue from organic search engine traffic.

11. The Search Cycle Testimonials / UGC, Reviews, Link Baits SEO LPO / CRO Support Sales People

12. SEO is not PPC PPC / Paid Search / Sponsored Results / Paid Listings / SEM? PPC / Paid Search / Sponsored Results / Paid Listings / SEM? Organic Results, Natural Results, Listings, Free Listing, Algorithmic Results

13. The SEO Process From the simple to the comprehensive

14. SEO Knowledge & Skills Not every SEO knows everything well. Have a Team Outsources to Others Partner up with other SEOs Does everything but not proficiently. May be strong in 1 area, weak in others. Only does what he/she is strong at and does not do the others.

15. Typical SEO Process

16. Offpage Onpage Typical SEO Process Onpage Offpage

17. Onpage Offpage Typical SEO Process Offpage Onpage

18. Offpage Onpage Typical SEO Process Your Competition!

19. Onpage SEO is a Good Foundation

20. Typical SEO Process Almost alldoes these Some think SEO is ONLY Link Building Keyword Research Keyword Mapping Keyword Assignment Title Tag / Meta Tag Meta Data / Meta Information Content Optimization & Internal Link Building Content Writing/Rewriting Copywriting Link Building Link Development SEO Diagnostic & Recommendations Code Optimization / Website Optimization / Onpage SEO Done by most but at varying proficiencies. Only a few are very comprehensive.

21. More Advanced SEO Process Information Architecture Optimization Site Structure Optimization Global Navigation Optimization Sitemap Optimization Algorithmic Optimization Automated SEO Programmable SEO Reporting International SEO Local SEO Video SEO Mobile SEO Retail SEO Done by moreadvanced SEOs Should be doneby all SEOs Advanced SEO Add-On or Separate SEO Service

22. Link Building Methods Link Begging / Solicitation / Request Dealers, Suppliers, Distributors, Partners Organizations, Memberships, Donations Submissions Directories Articles Press Releases Blogs Own Blog Postings Guest Blog Postings Blog Commenting Sponsored Reviews / Paid Blog Post Banner Ads Forum Own Forum Forum Posting Forum Signatures Email Groups Social Media Social Networking Social Bookmarking Link Baiting

23. Need to report on these: Omniture Site Catalyst Visual Sciences Core Metrics Omniture Site Catalyst Visual Sciences Core Metrics Omniture Site Catalyst Visual Sciences Custom Tools Ranking Reports Web Analytics MS Excel MS Access Most companies report this: *Eric T. Peterson – Web Analytics Demystified Web Analytics Hierarchy of Needs*

25. Type 2Ranking & Traffic Correlation

26. Type 3Correlation w/Conversion Tracking

29. SEOBook

30. WebCEO

31. Web Position, IBP & Others

33. Type 2Ranking & Traffic Correlation

34. Type 3Correlation w/Conversion Tracking

37. SEOBook

38. WebCEO

39. Web Position, IBP & Others

40. Cheap or Expensive? Is a $500,000 a year SEO service the same as a $5,000 one time payment SEO Service to someone offshore? Ask for number of hours and number of people. Ask for a complete full range of SEO service. This gives you an idea of their capabilities. Never give a cheaper company a more comprehensive process and ask them to do it. Expertise Technical, Marketing, Writing Process Typical, Advanced Link Building Reporting # Keywords,# of Pages Competitiveness Number of Products/Services

41. DIY SEO Learn Onpage Google SEO Definitions Google Webmaster Guidelines Google 101: Crawling & Indexing Google SEO Started Guide Offpage Forums / Blogs Webmaster World Digital Point More! Quick Start SEO Quick Start Keyword Research

42. Further Learning Forums Books The Art of SEO: Mastering Search Engine Optimization Professional Search Engine Optimization with PHP: A Developer's Guide to SEO Professional Search Engine Optimization with ASP.NET: A Developer's Guide to SEO eBooks SEOBook SEO Fast Start Conferences Search Marketing Expo (SMX) Search Engine Strategies (SES) Webmaster World’s PubCon Online Marketing Summit (OMS) Meetup Groups San Diego Search Engine Optimization (SEO) Meetup SEO Mastermind Group for people making money with SEO

43. Thanks! Questions?