Search engine optimization is a hot buzzword and every executive wants the company site to rank at the top of page one in Google, but how does it impact PR? Why does the team writing copy need to know how visitors find the site? Isn't it something for the IT or web design team to figure out? Write copy that search crawlers can find and humans can understand. Understand your web statistics and ways to help more people find your website. Focus on: * Understand which website data is most important * Find out how our audience searches for you * Identify key words to use * Incorporate key words into content without sacrificing the message * Strategically add new content to your site

1. Caitlin Kaluza
Search Engine Marketing Manager
Schipul – The Web Marketing Company
Photo credit: flickr.com/photos/wadem/2853301642/

2. About Me

3. About Schipul

4. 1. Search Engine Basics
2. Identifying Your
Audience
3. Optimizing Your
Website
4. Measuring Success
Photo credit: flickr.com/photos/extranoise/151546069

5. 1) SEARCH ENGINE BASICS

6. How Does a Search Engine Work?
1. Spider
crawls
content
2. Catalogs in
index
3. Algorithm
determines
what
shows for
any search

8. Search Engines are deaf
& blind

11. Search Engine Relationships
http://bruceclay.com/serc.htm

13. 2) IDENTIFYING YOUR AUDIENCE

14. Part 1: Who is already viewing your site?
ESTABLISH A BASELINE

15. Peter Drucker
“YOU CAN’T MANAGE WHAT
YOU DON’T MEASURE”

16. Set Up Google Analytics Tracking
• Data
– Visits
– Traffic Sources
– Content
• Free with Google
Account
google.com/analytics

17. Visitor Trends
• Trends month/
month & year/year
• Geography
• Mobile Traffic
• Engagement
– Time on Site
– Pages/Visit
Average Schipul
Client Mobile 5-7%

18. Traffic Sources
Healthy Search Engines Percent
is 60% - 75%

19. Top Content
Look for “non branded keywords,” surprise
keywords that are sticking, misspellings and
laymen’s terms

20. Part 2: Who might be interested in your site?
RESEARCH TARGET MARKET

21. Research Your Target Audience
Brainstorm:
• How will your target market search for you?
Houston hair transplant, hair restoration, hair cloning
Texas…
• Are you targeting a geographic area?
Houston, Texas, Sugarland, South Texas, Southwest

22. Keyword Suggestion Tools
Free: adwords.google.com/select/
KeywordToolExternal
Paid: www.wordtracker.com

23. Select 3 Key Phrases
Three prioritized terms:
1. Virginia plastic surgeon
2. Cosmetic surgery Virginia
3. Virginia cosmetic surgeon
Austin-weston.com

24. 3) OPTIMIZE YOUR WEBSITE

25. What do Search Engines Look For?
• Readable Text
• Fresh, unique content
• Good site architecture
• Unique meta info
• Relevant inbound links
http://bruceclay.com/seo-hierarchy-of-needs.htm

26. Content is King.
Photo credit: flickr.com/photos/tryburn/3625848985

27. Impressions from Search Keywords
Funnel of Search Engine
Marketing
Click Through to Your Site
• Content must be search
engine friendly to rank
well for your keywords
• Content must be
interesting to the user to
Contact/Email/Call
intrigue them to click
• Site must be user friendly
to get them to take the
next step
Sale

28. Keyword Density
What is this page about?
schipul.com/sem-tools

29. Logically Incorporate Keywords
1. In text
2. In titles
3. In alt tags
4. In URLs
5. In link text
schipul.com/blog-
development

30. Fancy Text
• Titles
H1, H2, H3
• Bold Words
• Links

31. Cross Links
The text of a link tells
search engines what
that page is about
Avoid “click here”

32. Alt Tags = Good SEO and Good Karma
Remember:
Google is deaf & blind.

33. Optimize Meta on Every Page
Meta = tags on the
back end that
tell Google
what your page
is about

34. Keep Your Site Fresh
New content ideas
1. Press releases
2. Articles
3. Events
4. News updates
5. Photo galleries
6. Interviews
7. Videos
8. Blogs
9. Podcasts
10. Whatever
Photo credit: flickr.com/photos/calliope/147056989

35. Google Says “Don’t Be Evil”
Photo credit: flickr.com/photos/sometimes_sam/3650280087

36. OPTIMIZE ACROSS THE WEB

37. LOCAL LISTINGS
Google says 30% of
searches have local
intent

39. Google Places
1. Claim &
verify
your
listing
2. Fill out
the entire
profile
3. Add rich
media
4. Ask for
reviews
Be sure to link back to
your website

41. Claim Location Listings
• Bing
• Foursquare
• Gowalla
• Yelp
• Healthgrades

42. ONLINE ADVERTISING

43. Paid Placement
• 800 pound • Market: • More like a
gorilla Millenials & Billboard
• 80% of the Baby Boomers • Great for
search market • Less expensive events or
• 20% people • Interface social content
click ads Issues • Get creative

44. 4) MEASURE YOUR SUCCESS

45. Visits vs. Conversions
• Visits Visits aren’t everything – are
– Visits from Search people converting?
– Non-branded keywords
(keywords that don’t
include your brand name)
– Visits from social media,
YouTube, etc.
• Conversions
– Online contact forms
– Newsletter Sign Ups
– Is the phone ringing?

46. TheSEMBlog.com

47. Caitlin Kaluza
Search Engine Marketing Manager
Schipul – The Web Marketing Company
schipul.com/qcait
slideshare.net/qcait