Sharing Search Engine Optimization (SEO) with our Friends

Introduction Internet Marketing Overview SEO How it works Organic Search Marketing Closing Remarks

Jonathan Moser is the president and founder of finalsite and is responsible for the day to day operations. Since 1998, Mr. Moser has been bringing interactive web design and web software to leading independent schools and organizations around the world. finalsite currently serves over 250 independent schools and a total of nearly 800 schools and educational organizations around the world. Jonathan Moser is the president and founder of finalsite and is responsible for the day to day operations. Since 1998, Mr. Moser has been bringing interactive web design and web software to leading independent schools and organizations around the world. finalsite currently serves over 250 independent schools and a total of nearly 800 schools and educational organizations around the world. IntroductionIntroduction

Take 5 minutes and talk to your neighbor about what you would like to get out of this presentation! Be Social. Take 5 minutes and talk to your neighbor about what you would like to get out of this presentation! Be Social.

4 Forms of Internet Marketing Marketing Organic / Paid Search Marketing Social Media

Benefits of Internet Marketing Easy to measure effectiveness and track ROIEasy to measure effectiveness and track ROI Easier to segment and target marketEasier to segment and target market Niche marketing creates high ROI opportunitiesNiche marketing creates high ROI opportunities Interactive opportunities – higher conversion ratesInteractive opportunities – higher conversion rates Easy to measure effectiveness and track ROIEasy to measure effectiveness and track ROI Easier to segment and target marketEasier to segment and target market Niche marketing creates high ROI opportunitiesNiche marketing creates high ROI opportunities Interactive opportunities – higher conversion ratesInteractive opportunities – higher conversion rates

Marketing Advertise Products & Services to Existing Client Base Cost Effective Way to Advertise Online Promote Website or your school Automated Signup & Opt-Out Functionality Advertise Products & Services to Existing Client Base Cost Effective Way to Advertise Online Promote Website or your school Automated Signup & Opt-Out Functionality E-Newsletter from Avon Old Farms Site. You can track who opened the plus check on what links were clicked the most.

Social Media Setup Accounts at your local Social Networking site Push/Share News from your site with popular Social Media Sites Links help SEO Make sure you have a sustainable plan Setup Accounts at your local Social Networking site Push/Share News from your site with popular Social Media Sites Links help SEO Make sure you have a sustainable plan

Paid Search Marketing / Sponsored Links Listed Within 15 Minutes Listing Based On Bids Larger Budget = More Traffic Easily Geo-target Visitors Listed Within 15 Minutes Listing Based On Bids Larger Budget = More Traffic Easily Geo-target Visitors

Organic Search Engine Marketing Millions of Searches Done Every Day Receives 80% Of Search Engine Clicks Reaches Searchers Looking for Your School / Services Reach Applicants Throughout The Entire Buying Cycle Millions of Searches Done Every Day Receives 80% Of Search Engine Clicks Reaches Searchers Looking for Your School / Services Reach Applicants Throughout The Entire Buying Cycle Higher ROI Than Any Other Form of Internet Marketing!

Example: Top Rankings Drive Qualified Traffic #7 Ranking: Independent School New York City NYSAIS #1 Paid Sponsored AD: NYC Christian Education #7 Ranking: Independent School New York City NYSAIS #1 Paid Sponsored AD: NYC Christian Education Higher ROI Than Any Other Form of Internet Marketing!

SEO Before Very Little Organic Rankings ExistedMinimal Organic TrafficLow ROI From Website Visibility Higher ROI Than Any Other Form of Internet Marketing!

SEO After Dramatically Increased Overall Visibility Obtained Over 162 Top Rankings Increased Website Visitors by % Google Traffic Increased Over 100% Increased ROI

How search Engines Work Spiders (Bots) –Find you via links to your site (no need to submit) –They index (make a copy) of all your pages that they can find –They come back sometimes daily, definitely monthly to keep their indexes current –Robots can be kept off certain pages using your robots.txt file –Robots are like a regular web surfer, but they dont hold cookies, no session variables –Most robots ignore javascript, and cant see flash. Search Engine Result Pages (SERPS) –Based on complex algorithm (mathematical formula) –Well review the basics of Googles algorithm under inbound link development section Goals of Search Engines –Accuracy & Relevancy –Speed –Make money while upholding integrity of their search results Google Adwords, Yahoos Overture (pay per click) primary revenue sources. Spiders (Bots) –Find you via links to your site (no need to submit) –They index (make a copy) of all your pages that they can find –They come back sometimes daily, definitely monthly to keep their indexes current –Robots can be kept off certain pages using your robots.txt file –Robots are like a regular web surfer, but they dont hold cookies, no session variables –Most robots ignore javascript, and cant see flash. Search Engine Result Pages (SERPS) –Based on complex algorithm (mathematical formula) –Well review the basics of Googles algorithm under inbound link development section Goals of Search Engines –Accuracy & Relevancy –Speed –Make money while upholding integrity of their search results Google Adwords, Yahoos Overture (pay per click) primary revenue sources.

SEO Basics Keyword Research Baseline Ranking Report On-Page Optimization SEO Copywriting Keyword Research Baseline Ranking Report On-Page Optimization SEO Copywriting

Understanding Keyword Research Helps Define Targeted Search Phrases Reaches Visitors Throughout The Buying Cycle Phrases are Selected Based on Conversion Potential Competition Level Helps Define Targeted Search Phrases Reaches Visitors Throughout The Buying Cycle Phrases are Selected Based on Conversion Potential Competition Level

Example: Effective Keyword Research A Question On Every Potential Website Owners Mind Highly Converting Search Term – Closer to the End of the Buying Cycle Competitive Term With a High ROI A Question On Every Potential Website Owners Mind Highly Converting Search Term – Closer to the End of the Buying Cycle Competitive Term With a High ROI

Understanding On-Page Optimization Inclusion of Targeted Keywords Within the Website Source Code Most Importantly Title Tags Meta Keywords & Descriptions Image Alt Attributes Inclusion of Targeted Keywords Within the Website Source Code Most Importantly Title Tags Meta Keywords & Descriptions Image Alt Attributes

Understanding On-Page Optimization Revising Copy to Include Targeted Keywords Improves Website Relevancy For Targeted Phrases Helps Increase Website Rankings Additional Copy to Existing Pages Revising Copy to Include Targeted Keywords Improves Website Relevancy For Targeted Phrases Helps Increase Website Rankings Additional Copy to Existing Pages

Understanding On-Page Optimization List WebPages Available Within a Site Contains Priority Of Page Tells Engines When Pages Have Been Added Replaces Manually Submitting Webpages Standardwww.sitemap.org List WebPages Available Within a Site Contains Priority Of Page Tells Engines When Pages Have Been Added Replaces Manually Submitting Webpages Standardwww.sitemap.org

Understanding Link Building When a Website Links to Your Site Helps Increase Popularity to Your Site Drives Traffic to Your Website Helps Increase Search Engine Rankings When a Website Links to Your Site Helps Increase Popularity to Your Site Drives Traffic to Your Website Helps Increase Search Engine Rankings

Sharing Search Engine Optimization (SEO) with our Friends Sharing Search Engine Optimization (SEO) with our Friends