1. SEO Workshop Presenter: MARK VOZZO - MICROSOFT AUSTRALIA

2. About the Presenter Mark Vozzo A passionate Digital Marketer Over 10 years in Digital (my entire career) Practiced SEO before Google born B. Industrial Design (Grad. 1998) Citect - Online Marketing Manager (8yrs) Fairfax – Search Marketing Analyst (2yrs) Microsoft – Online Analytics Lead (+2yrs…)

3. Agenda Part A – Background on Search -Search in Australia -Difference Between SEM & SEO -Three C’s to SEO Part B – What you can do to improve your rankings -Download Microsoft’s free SEO Toolkit -An SEO review of a MS Partner website using the SEO Toolkit -SEO Packages available to Partners

5. Q: What’s your favourite Search Engine? Australian Search Engine Market share (Hitwise – Jun 2010)

7. Difference between SEM & SEO SEO - Search Engine Optimisation (Organic Search): SEM - Search Engine Marketing (Paid Search/PPC):

8. SEO Organic Search Results Area SEM Paid Search Results Area Eye Tracking Heat map Research

10. Content (Unique + High Value) SEO is the combined effect of all of these. Crawl-ability (Technical + sitemaps) Connections (Links + Authority) Three C’s to SEO

12. Crawl-ability Search Engines Spiders are Deaf, Dumb & Blind

14. Crawl-ability Story: FuturesMagazine.Asia

15. How to check the Crawl-ability of your site?

16. How to fix a Crawl-ability Issue?

18. Fresh Keyword Research Unique Avoid Adobe Flash

19. Title and Meta Description Tags are important

23. Links make your website strong 1 Link = 1 Vote 3 types of links: Internal Outbound Inbound

25. Connections – The “Click Here” Story

29. Agenda Part A – Background & Search Opportunity -Search in Australia -Difference Between SEM & SEO -Three C’s to SEO Part B – Here’s what you can do… -Download Microsoft’s free SEO Toolkit -An SEO review of an existing MS Partner site -SEO Packages available to Partners   

30. 2 x Critical Web Analytics Reports for SEO

32. Where to download the SEO Toolkit http://www.iis.net/download/ seotoolkit

33. + Microsoft SEO Toolkit is…

35. www.tecala.com.au A new site is coming in Oct 2010.

36. SEO Toolkit – Summary Screen

37. SEO Toolkit – Violations Summary

38. SEO Toolkit: Crawl-ability

39. Check Crawl-ability

40. SEO Toolkit demo: Content

41. SEO Toolkit Demo: Check Title Tags

43. SEO Toolkit: Missing Page Descriptions The Why The What

44. Google Search Results SEO Issues: Page Titles Should be Unique Use Good Keywords Description Tag If blank, Google will make up the description for the page. This should be a concise summary of the page with a call to action.

45. SEO Toolkit demo: Connections

46. SEO Toolkit: Check for Broken Links

47. What pages are linking to broken pages? This page links to the Broken Page, hence needs to be fixed.

49. SEO Services for MS Partners http://www.seoservicesformspartners.com http://www.seoservicesformspartners.com

50. SEO Detailed Report (60+ page report)

51. Example Reports: Competitor Analysis

52. Cost for the MS Partner SEO Packages Contact: info@seoser vicesformspa rtners.com

54. In Summary: Next Steps Checklist  Apply the Three C’s to SEO on your site –Crawl-ability, Content, Connections  Run Web Analytics (a pre-requisite for SEO) –Review key Search reports  Download the Microsoft SEO Toolkit http://www.iis.net/download/seotoolkit http://www.iis.net/download/seotoolkit –Check Violations Summary Report and schedule fixes  Consider engaging Professional SEO Services http://www.seoservicesformspartners.com http://www.seoservicesformspartners.com

55. Any Questions? Mark Vozzo Email: i-mavozz@microsoft.comi-mavozz@microsoft.com LinkedIn: http://linkedin.com/in/markvozzo http://linkedin.com/in/markvozzo Twitter: @markvozzo