1. Smarter. Harder. More Creative. Matt McGee, SEO Manager Marchex Search Engine Strategies, Chicago December 7, 2006

2. © Matt McGee, 2006. Son, brother, neighbor, and husband of small business owners Web development since 1995 SEO / SEM since 2000 Matt McGee Marchex http://www.marchex.com/ Small Business SEM http://www.smallbusinesssem.com/ About Me

3. © Matt McGee, 2006. Do-it-yourself SEO: Invest time, not $$$ Work SmarterOverviewOverview

4. © Matt McGee, 2006. Do-it-yourself SEO: Invest time, not $$$ Work SmarterOverviewOverview React early to new opportunities such as Local Search Work Harder

5. © Matt McGee, 2006. Do-it-yourself SEO: Invest time, not $$$ Work SmarterOverviewOverview React early to new opportunities such as Local Search Work Harder Seek and use non-traditional SEM opportunities Be More Creative

6. Work Smarter

7. © Matt McGee, 2006. Work Smarter Blogs / Forums / Mailing Lists / Web Sites Conferences / Industry Events Books Training Seminars / Classes Do-It-Yourself SEO/SEM

8. © Matt McGee, 2006. Work Smarter Do-It-Yourself SEO/SEM: Books SEO Book Aaron Wall www.seobook.com $79 Small Business Guide to Search Engine Marketing Jennifer Laycock www.searchengineguide.com $79 Search Engine Optimization: An Hour a Day Jennifer Grappone and Gradiva Couzin www.yourseoplan.com $20

9. © Matt McGee, 2006. Work Smarter Do-It-Yourself SEO/SEM: Classes Search Engine College, Kalena Jordan www.searchenginecollege.com SEO Research Labs - Training Classes, Dan Thies www.seoresearchlabs.com Search Engine Workshops, R. Nobles & J. Alexander www.searchengineworkshops.com High Rankings Seminars, Jill Whalen www.highrankings.com/seminar/

10. Work Harder

11. © Matt McGee, 2006. Work Harder Local Search: Target Buyers

12. © Matt McGee, 2006. Work Harder Local Search: Target Buyers

13. © Matt McGee, 2006. Work Harder Local Search: Manage Listings Google Local Business Center http://www.google.com/local/add/businessCenter Yahoo Local Listings Center http://listings.local.yahoo.com/ Amacai/Localeze: http://www.localeze.com/manage/ Acxiom: http://bcb.acxiom.com/start.pl infoUSA: http://list.infousa.com/dbupdate.htm

14. Be More Creative

15. © Matt McGee, 2006. Be More Creative Search Engine Marketing “box” Alternative SEM: Think outside the box!

16. © Matt McGee, 2006. Be More Creative Alternative SEM “Participation Marketing” - don’t wait for customers to find you; go out and find them Where? Message boards, discussion groups, social networking sites, blogs, etc. Rule #1: Avoid the hard sell; instead, be an active contributor - not just someone looking to make a buck

17. © Matt McGee, 2006. Be More Creative Alternative SEM: Flickr

18. © Matt McGee, 2006. Be More Creative Alternative SEM: Flickr Own a boat / marine shop?

19. © Matt McGee, 2006. Be More Creative Alternative SEM: Flickr Manage a music store?

20. © Matt McGee, 2006. Be More Creative Alternative SEM: Flickr Have your own pet shop?

21. © Matt McGee, 2006. Be More Creative Alternative SEM: Flickr Are you a contractor / builder?

22. © Matt McGee, 2006. Be More Creative Alternative SEM: Flickr Maybe your business targets a specific area?

23. © Matt McGee, 2006. Be More Creative Alternative SEM: Flickr Screen name? Use your URL! User Profile? Discuss your business, link to your web site Upload QUALITY photos of your products (or things related to your business) Find, join, and participate in photo groups DON’T: Spam. (DO: Respect the users and system.)

24. © Matt McGee, 2006. Be More Creative Alternative SEM: Flickr Value? All 4 major SEs spider Flickr; Google the most Photo/Profile pages with PR up to 6 No links have “No Follow”

25. © Matt McGee, 2006.ConclusionConclusion Do-it-yourself SEO: Books, Seminars Invest time, not $$$ Work Smarter Local Search: Growing, need to manage listings Work Harder Outside the box: Participation Marketing Flickr, Google Groups, Yahoo! Groups, etc. Be More Creative

26. © Matt McGee, 2006. Smarter. Harder. More Creative. Thank You! Matt McGee mmcgee@marchex.com