Introduction to Search Engine Optimization was presented to a business audience at the Oswego, NY SBDC on March 21, 2013. This introductory overview includes a view of your website as a sales funnel, the Search Engine Landscape, determining online potential, the basic principles of SEO and the convergence of Search Engine Optimization and Social Media Marketing.
2. About Today…
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3. What We Will Cover
• How has the Internet changed the way we do business?
• Your Website as a funnel
• The Internet Marketing Landscape
• Determining online potential
• The convergence of Search and Social
• Internet marketing in more detail
o Search Engine Optimization
o Blogging
• Social Media as a force multiplier
• Live Audience Website Audits
4. How Products Used To Be Purchased
I need a …
Where do I get it?
Shop
Months
Evaluate
Negotiate
Buy
5. … Today (In The Internet Era)
I need a …
Where do I get it?
Online
Shop
Evaluate
Negotiate
Prospect contact
Buy
6. Your Website As A Sales Funnel
Vertical
Websites Social
Media
10,000 25% 12,500 12,500
Your Website
0.75% 0.75% 0.25% 1.0%
75 94 125
More Money 25% 67%
11. Keywords – What Your Site Is About
• Don’t let website designers pick keywords
• Align Content with words customers use
• Examine competitor’s keywords
• Position content in the path of prospects
• Provide clues about prospects’ concerns/questions
• Facilitates development of content important to
potential customers
20. Why Links Are Important?
Credibility
• Authority
• Incoming links are
votes of confidence
• Links from related
pages or sites
• Related anchor text
21. Credibility
• Social Signals (Author /
Human/Social Authority)
• Twitter – authoritative people
lend their authority to pages
they tweet
• ReTweets are the new links
22. Local Search
General Rule of Thumb
If a company can only survive (or thrive) locally…
…then a portion of the people searching for the company’s
products or services will refine their search using
geographic modifiers
Country, State/Province, City/Town/Village, Zip/Postal
Code
24. Establish Credibility With Social Media
Create
Accounts
(Name Claim)
Grow
Lead
Discussion Networks
Become
the
Participate In Expert
Discussion
Create
Content
Distribute
Content
25. Establish Credibility With Social Media
Create
Accounts
(Name Claim) Grow
Lead Networks
Discussion
Become
the
Participate In Expert
Discussion
Create
Content
Distribute
Content
26. Twitter
LinkedIn
YouTube
SM
Platforms
Published
Print
Social
Media
Tech
Facebook
Maximize Media
Paper
Opportunities Email
Campaign
Published
Multi-purpose Online
Website
Media
Content
Blog
Engaging: Post
Conference
Market
Sheet
Presentation
- fans
- markets
White
Intranet/
- customers Paper
eLiterature
Press
Application
Release
Note
27. Blogs = expert & support SEO
Website
Search
(blog) Rank
Engines
Content
Distribute
Need
Social Interaction
Prospects
Properties
Branding
28. Google Analytics
• What is it?
o Website Traffic Measurement & Analysis Tool
• Where Do you get it?
o Free
o Webmaster to install