A primer on Search Engine Optimization for business owners, executives and entrepreneurs

1. Search Engine Optimization
Primer
How to Get Found by Prospects and
Customers on the Internet

2. How Google Works
93% of B2B purchases begins with an online search. Most of those searches take
place on Google. This 3-minute video gives a good overview of how Google works .

3. Three Factors for Search Engine Optimization
• Does the site have lots of content related to the
Content keyword and is it frequently updated?
Site • Is the site structured so that Google knows that it has
Architecture content relevant to the keyword search
Links from • Does the site have links from relevant, authoritative
Relevant sites relating to the keyword? (e.g. – CNN links to a
Websites local news channel website)

4. Site Architecture Basics – Use Keywords to Get Found
Choose keywords that will get you found on search engines
• Think of keywords that your customers use to describe your
business
• Think of keywords that describe your business specifically – instead
of Restaurant, think Dallas Italian Restaurant
Make it easy for search engines to find keywords on your
website
• Use keywords in your page titles, with most important keywords at
the far left title position
• If possible, use keywords in your domain name
• Use keywords organically in the content of your website
• When you link to a page within your site, use keywords in the
anchor text – instead of click here, use keyword
• Use keywords in social media and in your blog

5. Content to Engage Prospects and Customers
Blogging
• Blogging is a great way to create and publish content about your
business and industry
• Blogging attracts links to your site from relevant sources
• Blogging takes time and requires commitment
• Use targeted keywords organically in your blog
Social Media
• Social Media networks like LinkedIn, Facebook and Twitter are a
great place to interact with your prospects and customers – social
media is a 2-way communication
• Social Media is driving revenue growth in companies that use it
strategically
• Social Media links to your website help your search engine
performance for keywords
• Managing a Social Media program requires between 25% and 50%
of a full-time employee

6. The Most Important Part – Getting Links from Relevant Sources
Link-Building
• Most SEO experts agree that links to your website from credible
sources in your industry or field of expertise have the greatest
impact on your search engine ranking for keywords
• The best way to get links from credible sources for your keywords is
to have excellent content that is frequently updated
• Links from social media networks are becoming increasingly
important to SEO success – if you share your keyword content and
others re-share it, you will reap the benefits
• Leverage vendors, friends, business associates and the media to link
to you keyword content

7. Search Engine Optimization Success
Steps to Get Started
• Think of keywords people use to describe your business – test them
to see how competitive it is to be ranked highly for those keywords
• Look for keyword niches that have less competition and describe
your business – for example, Dallas Italian Restaurant instead of
Restaurant
• Develop good content about your business and industry that
includes the keywords you are promoting – share it by blogging and
then promoting blog posts through social media
• Leverage vendors, friends, business associates and the media to link
to you keyword content
• Analyze your website traffic and adjust keyword strategy and
content as necessary
Search engine optimization success is not an overnight process,
but if you use these techniques, you will be found on the web
and you will increase qualified leads for your product or
service