Presen

1. SEO
For The Real World
Thursday, April 12, 12

2. Introductions
Mike Hoefer
Hoeferweb Internet Marketing & Strategy
Web Development, Website Management,
Integrated Marketing Communication
Zach Luse
Paragon Digital Marketing
SEO, Search Advertising, Social Media,
Web Analytics
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

3. Agenda
• What is SEO
• The Business & Importance of Search Engines
• On Page Factors
• Off Page Factors
• Don’ts
• Trends
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

4. What is SEO?
SEO (Search Engine Optimization)
The process of increasing the quality and
volume of visitors to a website by optimizing the
design and content to achieve a higher ranking
in organic search results.
Generally focused on “Organic” results
Sometimes used as a noun. “Zach is a great
SEO I highly recommend him”
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

5. Organic vs Paid
PAID
PAID
“Organic”
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

6. We Are Family
SEO
Social
PPC
Media
Internet Marketing
Display Content
Email
Inbound
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

7. And, keep the bigger picture in mind too!
Internet
Marketing
Overall Marketing
Strategy
Advertising PR
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

8. Why is SEO Important?
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

9. How do they work? Why do they exists?
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

10. Why Google?
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

11. Enough Already...
Just Tell Me What I Need to
Worry About!
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

12. It’s Simple
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

13. SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

14. On Page
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

15. On Page Top Tips
• Keyword Research & Strategy
• Fresh & High Quality Content
• Titles & Meta Description Tag
• Crawl Factors
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

16. Keyword Strategy
• What words do you think your customers use to find the
services you offer?
• Do people ever search for those words?
• Does your website use those words?
• Trousers or Pants?
• Soda, Coke or Pop?
• Hero, Sub, Grinder, Po Boy?
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

17. For small biz, brand terms will drive
at least 80% of your Search Traffic
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

18. Keyword Tool
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

19. Fresh, Quality Content
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

20. Title Tags
• One of the most important “Signals” you can control
• Simple, make sure your title is about the content of your
page
• Strong brand: “site name”, then “page name”
Not so strong brand: “page name”, then “site name”
• Make sure pages have different names (CMS Setting)
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

21. Meta Description
• Important but not always used by Google
• Again, keep it simple and honest... describe the page
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

22. Meta-Keyword
• Don’t Bother
• No Magic Pixie Dust
• Mount Snow has not gotten the message...
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

23. Crawl Factors
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

24. Off Page Factors
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

25. Off Page Top Tips
• Build Links
• Google Plus/Places
• Local
• Blogs
• Get Social
• Domain Register 3+ years
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

26. Top Don’ts
• Stuffing
• Paid Links
• Guarantees of “#1 On Google”
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

27. Stuffing
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

28. Paid
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

29. #1 Guaranteed
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

30. SEO Tools
• Google Keyword Tool
• Google Webmaster Tool
(https://www.google.com/webmasters/)
• WooRank
http://www.woorank.com/
• DIYSEO
(http://www.diyseo.com/)
• SEOMoz
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

31. Keyword Tool
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

32. Google Webmaster
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

33. Woorank
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

34. DIYSEO
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

35. SEO Moz
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

36. Trends to Watch
• Local/Mobile
• Personalized Results
• Social Factors: the Facebook
Twitter Effect
• Siri Effect
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

37. Trends: Local/Mobile
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

38. Trend: Personalized Results
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

39. Trend: “Facebook Effect”
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

40. Trend: Siri
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

41. Parting Thoughts
• Keep Perspective- SEO is but one part of your overall
marketing approach.
• Industry and market-size factors- Hard to compete for
“Auto Insurance”
• Worry about your users needs,
deliver content to meet those needs,
and the SEO will follow
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

42. Thanks!
Mike Hoefer Zach Luse
mike@hoeferweb.com zach@paragondigital.com
Twitter: @mhoefer Twitter: @paragondigital
(603) 369-7970 (603) 399-6400
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12

43. Bedtime Reading
• http://www.seomoz.org/blog
• http://searchenginewatch.com
• http://searchengineland.com
• http://www.searchenginejournal.com
• http://support.google.com/webmasters/bin/answer.py?
hl=en&answer=35291
• http://www.google.com/adwords/smallbusinesscenter/
tip-1.html
SEO for the “Real World”
The Hannah Grimes Center
Thursday, April 12, 12