1. Using Google
and
Search Engine
Optimization
to
Market Your
Business

2. Search Volume Keeps Rising
Source: Mediapost

3. Search Market Share, Sept. 2010
Source: comScore

4. Search Engine Optimization
Search engine optimization (SEO) is building or modifying your
website so it appears near the top of search results pages.

6. Being Found = 2 Sides of the Coin
Searcher Your
(customer) website
Query on search engine

7. What Are They Searching For?
(Hold that thought.)

8. How to Optimize Your Site
Optimization efforts fall into two broad categories:
• What you say about yourself
• What others say about you

9. What You Say
• Text on page
• Text in headings, titles, ―metadata‖
• Content
• Proper code

10. Keywords
Searcher’s intent is informational or transactional

11. Keywords
Ford

12. Keywords
Ford cars

13. Keywords
Ford Fiesta

14. Keywords
Ford dealers Hamden CT

15. Keyword Research
• Ask customers and prospects
• Internal search engine
• Analytics
• Keyword tools – Google, Wordtracker

16. Keyword Placement
In your headlines, subheads and text
Secure your international trade through informed customs compliance
19CFR Trade Consulting LLC helps international trade executives navigate complex customs regulations. Our services
give you an advantage in meeting the sourcing challenges of the competitive global market. We provide practical, cost-
effective and legally sound advice that enables you to satisfy your compliance requirements promptly, respond to
government inquiries, reduce costs, and potentially increase your profits.
What you gain from 19CFR
• Affordable, realistic, highly competent guidance on complying with customs regulations.
• An accomplished team of professionals with extensive experience in international trade and customs compliance.
Team members include an attorney, former U.S. Customs officials and two licensed customs brokers.
• Skill in all aspects of customs compliance and international trade, including hard-to-find expertise in areas requiring
accounting expertise such as related party transactions.
• Comprehensive experience in classification for hundreds of commodities including chemicals, electronics, textiles
and machinery.
• Unrelenting diligence over the entire duration of complex, drawn-out cases. We do not rest until all your customs
compliance issues are resolved.
• Business knowledge beyond customs compliance and international trade. We understand your larger corporate
goals and work with your organization to find the solutions you need.
• Relationships with international trade attorneys, whom we often assist on a subcontract basis. If necessary, we can
refer you to the right law firm for your case, preserving continuity and confidentiality.
Read about specific areas in which we can help you. Contact us to discuss your customs situation. Our experience
gives us insights that may bear on your issues.

17. Keyword Placement
In your page titles and descriptions

18. Keyword Placement
In your content (web copy, articles, press releases, blogs)
How to Write Copy for Your Website
by Arun Sinha © 2009
While attractive design and clean coding make a website easier to use, it's the words on the site that sell. Words
used wisely bring search engines to your site and make or break your connection with your human readers.
Here are some general tips on writing for the web, followed by suggestions on what to write on specific pages of
your site.
Web Writing: General Tips
Be audience-focused. That is, write with your audience in mind. Remember there is a live person at the other
end reading your website. Whatever you say needs to be of interest to them.
Write in a friendly and informative tone. Customers go to the web looking for information. Tell them details about
your product and its benefits. Don't use marketing hype — simply inform them about your offerings.
Be interesting. Be relevant. Offer solutions.
Write economically. Web copy should be at least half as long as printed copy. Users don't read web text word by
word, they scan the copy.
To make your copy scannable, write short words, short sentences, and short paragraphs. Use boldface, bullets,
indents, and subheads.
Use keywords. Develop 2 or 3 keywords (or keyphrases) for each page of your site, and use them throughout
your copy. Repeat the keywords as often as you can while still sounding natural to your readers.
(snip)

19. Why Keywords?
Relevance

20. Use Proper Software Code
Tell your programmer
• Google can’t read Flash reliably
• Google can’t read JavaScript
• Use clean HTML and CSS

21. Build Content
Search engines love content
• Articles
 Syndicate through article distribution sites
 Write for specific outlets
 Post on your site
• Blogs
 Publicize your blog
 Blogroll
• Press releases
 Distribute through paid and free sites
• Social media postings

22. Embed Links in Your Content
Arun Sinha is president of Access Communications, a
marketing communications, technical writing and web
development company in Stamford, Connecticut, USA. Visit
http://www.accessc.com for more information on copy writing,
websites, and Internet marketing.

23. What Others Say
• Incoming links
• Anchor text should contain keywords
• Some sites have heavier weighting

24. Traffic Conversion
Making your website findable is only half the battle;
converting visitors to customers is the other half.
• Fulfill expectations set up by SEO
• Create custom landing pages; don’t send
all visitors to the home page
• Provide a clear eyepath for taking action
• Communicate clearly and with focus

25. Google Free Tools
(OK, some Google free tools )
• You will need a Google account to access these tools
• You don’t need a Gmail email address to create a
Google account

26. Google Analytics

27. Google Analytics
• Access via google.com/analytics
• Tells you information such as:
 Number of visitors
 Location
 Top pages viewed
 Top entry pages
 Top exit pages
 Keywords
 Operating system
 Browser
 Which links on your site were clicked
 ...And much more
• You will need to add code to your website

28. Google Places
(formerly Local Business Center)

29. Google Places
• Access via google.com/lbc
• You can add photos, video, coupons, reviews
• You don’t need a website to have a Google Places
page – in fact, Google might automatically create
one for you
• After you set it up, Google contacts you to verify
the business
• Analytics available – track your results

30. SEO in a Hurry - Google AdWords

31. Google AdWords
• NOT free!
• Access via adwords.google.com
• Ads run on the top and along the right side of
search results
• Keywords trigger ads
• Price for each keyword are set by auction
• You pay Google every time someone clicks on
your ad

32. Other Google Free Tools
• Blogger (Blogspot)
• YouTube
• Sites
• Docs
Create content on these sites, link back to your website

33. Arun Sinha, President
31 Island Heights Circle,
Stamford, CT 06902
www.accessc.com