1. Search Engine Optimization
Plus a LOT more!!

2. Overview Background and “Proof” Starts with “Positioning”
Fix Navigation & Site
Key word research
Current ranking
Optimizing site
Link Strategy
Moving Up the Page

3. Sample Competitive analysis
#1 ranking in the world on Google for over 50 key words and phrases
#1 resource in the world for high tech marketing - highly specialized visitors

4. Overall % Clicks vs. Page Position
How Important Is It?
Overall % Clicks vs. Page Position
Rank
% Clicks
Click Vol
Difference 1
42.1%
2,075,765 2
11.9%
586,100
3.5 x less 3
8.5%
418,643
4.9 x less 4
6.1%
298,532
6.9 x less 5
4.9%
242,169
8.5 x less 6
4.1%
199,541
10.4 x less 7
3.4%
168,080
12.3 x less 8
3.0%
148,489
14.0 x less 9
2.8%
140,356
14.8 x less 10
2.9%
147,551
14.1 x less
1st page 89.9% vs 2nd Page 10.1% traffic
Move from 10th to 1st, can increase traffic 1,400%
Move from 8 to 3 can triple traffic
Every single rank increase = dramatic increase
10,000 visitors can to 140,000!
All things being equal, sales can increase proportionately. $10,000/month to $140,000/month

5. Organic Search Results
27% paid ads
Ad words – PPC (pay per click)
Ad word on top more valuable
Ads on right column – little attention
Paid get “slightly” more results for B2B, “slightly” less for B2C

6. Variables to Consider Traffic Relevance Conversion
# of visitors coming to your site
Ranking on search engines
Relevance
% of visitors coming that match your target
Lots of traffic that doesn’t qualify is useless
How specific your key words are
Conversion
% of visitors that either convert to a lead or a sale
Your close ratio
No value increasing traffic if you can’t close
0% close of 10,000 visitors is still 0% of 100,000 visitors
Increase
Positioning, plan-o-gram, ease of navigation, persuasive copy, violators

7. What To Do First? Fix conversion first Positioning Persuasive copy
More leads or revenue from current traffic
Many sites have terrible close ratios
Why do all this SEO work to bring even more prospects to a website that can’t close a door, let alone a sale!
The dog won’t hunt!
Positioning
Persuasive copy
Navigation
Can’t find what they need
Confused prospects don’t buy
Violators
Call to action
What do you want them to do?

8. Positioning The apex of all strategy
How is your product or serviced positioned within the market place?
What makes it unique (in an area the prospect values)?
Why is it BETTER than the alternatives?
Why would I be a FOOL if I didn’t get it?
Good positioning is self evident…

9. Positioning - Example

10. Positioning - Example
Re-creation of the original fax.

11. Positioning - Segmenting
Basic Project Management
Enterprise PPM
No matter how much you dress the dog, it’s still a dog….
Enterprise needs more horsepower!
Notepad
MS Word

12. Persuasive Format
Your web copy must persuade and PROVE—not just inform
Persuasive copy follows a specific format
Attention
Credibility
Problem
Solution
Best Solution
Overcome Objections
Visualization
Step to Actuate

13. Violators On Home Page and subsequent pages (prior)
Like a relentless puppy dog… begging for attention!

14. Call To Action Violators Get them to DO something! Close something!
Convert to prospect to a lead or a sale
Progressive commitment (low to high)
What Next?
Read the FAQ
Watch a short video
Download the FREE trial
Attend the webinar
Live Chat
Send an
Call us at (phone)
Violators
Violate the design – call to action

15. Plan-O-Gram
Similar to a “site map” – except designed to lead the people where you want them to go
Like a retail plan-o-gram
Unless a resource site, job is to SELL, convert, close!
Maximum revenue per square inch of space

16. Site Structure Site structure Similar to an organizational chart
Obvious hierarchy. Bone simple to navigate
Redundant navigation (Side, Breadcrumbs, Next)
Leads people through your argument
Linear or step-by-step
Point of Purchase (POP)
Everything they need at the point of purchase
Competitive matrix, FAQ, Screen/Product shots, Price

17. Sample – Elements Redundant navigation Violators Point of (2nd page)
Purchase

18. Key Word/Phrase Research
Follow process in Chanimal
Use SEO Keyword Analysis – Sample spreadsheet
Start with Competitor’s keywords
List top 5-10 competitor’s
Those you run into most frequently
Those that show up in the search when you try to find your site
Get their keywords from View/Source
META NAME “Keywords”
Use tools like SEMRUSH.com
Free for some, $69 for advanced
Get their Google & Yahoo Rank
Also get their Alexa rank
And Alexa # Incoming links
This info starts to help you see why they may be doing well

19. Example - Analysis Get the Google and Yahoo Rank Capture Search Volume
Get Alexa Links
and Rank
List Competitors
and their keywords

20. Example – Sorting & Selecting
Sort by searches
Initial recommendations – then CHECK
Final recommendations

21. Now What? Selected your key words and phrases
Modify your website in THIS order
URL (put keyword(s) in URL (use “dash” separators) – 25
Actual web page name - 20
Title - 15
Description - 13
Headings - 10
Body text - 10
Add keywords to graphics - 5
Increase keyword density to body text - 10
Optimize specific pages for keywords
Think of it as a point system for each variable

22. Linking Strategy Quantity, quality, context
Get “points” for websites that link to you
You must be important if others think you are worthy of referencing
Can “beg” and trade
Issue a press release, put on top 16 “free” sites
CallPro CRM – got over 400 hits in two days
Online ombudsman activity
Affiliate program
Reseller program

23. Tools – Free & Paid Google Webmaster Tools Google Analytics
Google Website Optimizer
SemRUSH (free and $69)
More listed throughout the Internet plan of action

24. Resources
Google SEO 2010 Starter Guide
Basic intro to SEO from Google

25. Any Questions?
Q & A