Boss-Convincing Reasons to Invest in Search Engine Optimization Presented by, B Line Marketing

No Love From Googles’ Spiders

SMB Invest More in Digital Media Investment in Online Media Surpasses Traditional Media for First Time among Small-Business Advertisers (Source: Local Commerce Monitor: )

What is SEO? Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural“ ("organic" or "algorithmic”) 1000s of factors involved in algorithm Can be complicated and messy Always changing and redefining itself based on market, competitiveness, technology and new engines Should be utilized in all online marketing and PR materials Helps determine strategy for long-term success Yields the highest ROI* (eMarketer)

Killing 5 Birds with One SEO Campaign Improve branding and messaging to target audience Increase visitors to website Improve conversions and quality of lead Get exposure to your niche, customized services/ products Take market- share from competitors

SEO Proved Most Effective Comparing low cost traffic sources SEO proved more effective than , blogs, links, viral video and social site profiles

SEO Can Be a Simple Process But HARD to Execute Multiple pieces to coordinate Several departments to work with Lots of different skill sets (content writing, technical know-how, PR/ relationship-building, creative thinking, analytical thinking, etc.) Chasing a moving target with new SEO requirements like search engine updates and new technology

SEO Can be Complex: 1000s of Factors Influencing Ranking

Organic vs. PPC An organically (SEO) ranked site in position #1-6 gets more visibility than a #1 ranked paid search (PPC) advertisement (source: Comscore) SEO drives 75%+ of all search traffic (source: SEMPO) Companies are pulling budget from other media and continuing to increase their online ad budget by over 1% each year since online is more trackable (source: eMarketer)

Low Cost per Lead from Inbound Marketing Tactics Low cost per lead with SEO, social media and blogs SEO proves again to be a lower cost than PPC SEO strategy necessary in order to achieve effectiveness of social search and blogs

SEO Strategy Comes First SEO strategy should come FIRST before the social media strategy The results of SEO strategy can help with your social media planning and viral marketing

Who Cares Unless You Can be Found Facebook requires a search YouTube requires a search Images.google.com requires a search Flickr.com requires a search

More Optimized Media = More Rankings More media accessible, the more likely to achieve top ranking Google’s search results page pulls from various media databases (i.e. images.google.com) Optimized video or images are less competitive and often easier to rank than text Optimizing several media types can have a multiplier effect and boost rankings

Blended Results from Google Pulls In Video and Image Content

One Google Web Search Pulls News, Local and Image Results

Optimize Your Blog For Real Estate on Search Results Page

More Market Share Requires A Smart SEO Strategy When Bing serves Yahoo search results (likely Q4 in 2010) they will be bigger contenders for market share More leads possible from Yahoo and Bing Staying on top of Bing algorithm is critical to reaching 26% of search engine market New tactics apply to earning Bing rankings

Sandwich SEO Into Your Website Domains, hosting, servers, site speed IP address status DNS report issues, reverse DNS lookup 301, 302 redirects URL/ Domain Factors Robots.txt, custom 404s XML and HTML Site maps Dynamic Session IDs, doc types, validations Javascript, CSS Website Architecture Duplicate content, content quality, theming Meta tags: title, description, keywords H tags, alt tags, title attributes Excessive images, image optimization Cross contamination, siloing and anchor text On-Page Incoming links, quality of Page Ranking Online PR Blogs, RSS feeds, etc. Anchor text Off-Page

Keyword Research Is Fundamental Keyword research shapes SEO strategy Terms organized by theme, popularity, relevance, competitiveness, existing rank Generate ideas and solutions for “sticky” articles, FAQs and blog topics Terms used in shaping social media strategy, blogs and link back guidelines

Longer Phrases = Higher Conversions This peaks at 4 words per phrase DoubleClick and comScore found that the majority of clicks on searches came from generic searches- not brand names.

One Optimized Phrase Packs a Punch Multiplier effect happens Targeting one 3+ keyword phrase can improve several related terms Global site edits for primary terms improve rankings for secondary sets of terms Still requires consistent maintenance

Optimize Off-Page Referrals Various streams of traffic help referrer traffic to website. Optimize the process to boost quality of link back and page rank. Listen to social community for new long-tail keyword phrases. Listen for branding, feedback, ideas and PR pulse. Understand profile of target audience and how they like to engage and with what media.

Maintenance Pays Off for Ongoing Long Term Success

Qualifications 45+ years of combined experience Google Analytics Certified Search Engine Workshop Certified UBC Award of Achievement in Web Analytics Certified by Market Motive for Online PR eMarketing Talk Show co-host, podcaster with leading SEO experts Up to date on latest tactics, strategy, technology, etc. Relationships with search engines themselves and other gurus in industry

Let us know if we can help… Brooke Spilberg Senior Search Marketing Strategist B Line Marketing x12