boss-convincing reasons to invest in search engine optimization presented by, b line marketing
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Boss-Convincing Reasons Boss-Convincing Reasons to Invest in Search to Invest in Search Engine OptimizationEngine Optimization
Presented by, B Line Marketingwww.BLineMarketing.com
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No Love From Googles’ SpidersNo Love From Googles’ Spiders
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SMB Invest More in Digital MediaSMB Invest More in Digital Media
Investment in Online Media Surpasses Traditional Media for First Time among Small-Business Advertisers (Source: Local Commerce Monitor: 2007-2009)
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What is SEO?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)
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Killing 5 Birds with One SEO CampaignKilling 5 Birds with One SEO Campaign
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SEO Proved Most EffectiveSEO Proved Most Effective
Comparing low cost traffic sources
SEO proved more effective than email, blogs,links, viral video and social site profiles
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SEO Can Be a Simple ProcessSEO Can Be a Simple ProcessBut HARD to ExecuteBut 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
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SEO Can be Complex: 1000s of Factors SEO Can be Complex: 1000s of Factors Influencing RankingInfluencing Ranking
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Organic vs. PPCOrganic vs. PPC An organically (SEO) ranked site in
position #1-6gets 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)
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Low Cost per Lead from Inbound Low Cost per Lead from Inbound Marketing TacticsMarketing 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
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SEO Strategy Comes FirstSEO 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
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Who Cares Unless You Can be FoundWho 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
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More Optimized Media = More RankingsMore 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
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Blended Results from Google Pulls In Blended Results from Google Pulls In Video and Image ContentVideo and Image Content
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One Google Web Search Pulls News, Local and One Google Web Search Pulls News, Local and Image ResultsImage Results
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Optimize Your Blog For Real Estate on Optimize Your Blog For Real Estate on Search Results PageSearch Results Page
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More Market Share Requires A Smart More Market Share Requires A Smart SEO StrategySEO 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
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Sandwich SEO Into Your WebsiteSandwich SEO Into Your Website
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Keyword Research Is FundamentalKeyword 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
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Longer Phrases = Higher ConversionsLonger 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.
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One Optimized Phrase Packs a PunchOne 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
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Optimize Off-Page ReferralsOptimize 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 oftarget audience and how they like to engage and with what media.
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Maintenance Pays Off for Ongoing Maintenance Pays Off for Ongoing Long Term SuccessLong Term Success
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QualificationsQualifications 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
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Let us know if we can Let us know if we can help…help…
Brooke SpilbergSenior Search Marketing StrategistB Line Marketing800-356-4319 [email protected]