The Value of Search Engine Optimization

The Value of Search Engine
Optimization

What it takes to Get Found, See
Results & Increase ROI

Sarah Lamansky
Search Engine Marketing Manager
Mannix Marketing, Inc. www.mannixmarketing.com

The Purpose of a Search Engine

 Generate New Visitors
 Attract „surfers‟
 Attract „informational seekers‟
 Attract „buyers‟

You Need to be Visible for ALL stages of the
buying process!

www.mannixmarketing.com

What is the Ultimate Goal?

 To Increase New Visitors
 To Increase ROI
 Convert Leads into Sales
 Make People Stay on-site

To Portray YOUR Marketing Philosophy


In Order to Obtain the Goal…

The Basic SEO Fundamentals need to be in
place before you can see Results.
What are the Basics?
 Keyword Research
 Titles and Meta Data
 Content Development
 Site Architecture
 Link Marketing
 Social Media Optimization


What is Keyword Research?

 Phrases that users type into the search bar to find YOU

 Keywords in: Titles, Meta Data, H1s, and body of website

 Incorporate Short Tail Keyword Phrases as well as Long Tail Keyword
Phrases into the marketing of your website

“Keyword research is critical to the process of SEO. Without this component, your efforts to rank
well in the major search engines may be mis-directed to the wrong terms and phrases, resulting
in rankings that no one will ever see.” - SEOmoz.org

Keyword Definition – “a word that a search engine user might use to find relevant web page(s).
If a keyword doesn't appear anywhere in the text of your web page, it's highly unlikely your page
will appear in the search results (unless of course you have bid on that keyword in a pay-per-
click search engine).” – SEOGlossary.com


Short Tail…What’s This?

*Short Tail Keywords

 Highly competitive

 Broad-based phrases

 More searches

 „Info Gathering‟

*Depends on target market. Keywords are
determined by analyzing product and industry
competitors. Determining a set of keywords is the
first step in any SEO Campaign.


…Long Tail?
Long Tail Phrases*
• 3-4 phrases

• Specifically targeted,
narrow

• Narrow phrase= higher
conversion

• „Buyer‟


What are Optimized Titles?

Title in Search Results
•„First Impression‟
• Enhance Credibility
Create Stickiness

Title in Browser
Adds fresh, unique
keyword-rich content for
search engines


Optimized Meta Data

Optimized Title

Optimized Meta Data


Keyword Placement
Page Title

URL: http://www.mannixmarketing.com/seo/ („seo‟ = keyword)

Navigation

Bread Crumbs

H1

Body of Text

Anchor Text

How to Develop Content

Ideas for Content
– Press releases
– Informational articles
– Product descriptions
– Top 10 lists
– Case Studies

 Interlinking using
anchor text within paragraphs

Saratoga.com


Site Architecture Is Important

 “Make a site with a clear hierarchy and text links. Every page
should be reachable from at least one static text link.”
– Google Webmaster Guidelines
Home

About Contact Us Products

History Mission Product A Product B Product C

 Pull Javascript into an External File

 Don‟t Use Flash, Optimize CMS, crunch images, say No to
frames, don‟t duplicate.


…Link Marketing

 “Link popularity refers to the number and quality of the incoming links that are pointing to your
site.”
– SearchEngineWatch.com
 Find quality web sites and directories to link your website to, and to have link back to you
 Benefits:
– Increases traffic, enhances search engine visibility, and increases your popularity to the
search engines
– Helps boost placements as most search engines factor link popularity into their algorithms.


Link Marketing – The How to?

• Chambers/Tourism Bureau
• Cityname.com
Best Links • Press Releases
• Email Campaigns
• Like businesses
• Local businesses
• Blogging
• Niche sites
• YourKeyword.com
• Social Media


Get Found Locally!

National & Local


Get Found Locally!


Blogging


Blogging

Pros
 Define large and small businesses
 Be the Face for Your company = Branding
 Online Reputation Management
 Provides a niche community
 Link Popularity & Optimization
 Chatter = Story


Blogging

Challenges
 Time Commitment = See Results
 Need to maintain persona, no selling
 Open to public = Need to Monitor


Social Media Optimization
 Social media optimization (SMO) is a set of methods for generating publicity through
online communities and community websites…a technique to viral marketing where word of
mouth is created not through friends or family but through the use of networking in social
bookmarking, video and photo sharing websites. – Wikipedia

 Why SMO? People want to connect with others; by establishing yourself (or company) in a
community niche, not only will you promote your business (or product), but also ultimately
create immediate connections between you and your target audience.

 Leveraging Social Media:
– Social Bookmarking (StumbleUpon.com, Delicious.com)
– Social Networking (FaceBook, MySpace, LinkedIn, Twitter)
– Sharing News (RSS Feeds, Digg.com, Mixx.com, Propeller.com)
– Sharing Video (YouTube, Truveo)
– Industry Blogging


StumbleUpon.com – Bookmarking


StumbleUpon.com – Bookmarking

Saratoga.com
Received over 196
Referrals from
1/1/09 - Present


Delicious.com - Bookmarking


Twitter.com – Viral Marketing


Social Media Real Referrals


Cocktail Party is like Social Media

 Meet people and start conversations
 Ask/Answer questions – help others
 Build brand awareness

Whether you network face to face, or via
online communities– it’s the same
principal


Social Media is More Effective
because…

 Join a community
 Outreach to people and their friends…and
their friends…
 Have an opinion? Become an authority figure
 No time restraints, multiple people can
respond to your comments = freedom
 Manage what others are saying about you


Social Media Optimization: Facts

 85% of Americans believe a
company should not only be present
via social media, but also interact
with its consumers

 60% of Americans interact with
companies on a social media web
site, and one in four interact more
than once per week

 56% of American consumers feel
both a stronger connection with
Source: 2008 Cone Business in Social Media Online Study conducted
and better served by companies September 11-12, 2008 http://www.coneinc.com/content1182
when they can interact with them in a
social media environment


What are People Saying?


You’ve Read the Buzz, Now What?

 Join those communities and start
conversations
 Post events, news, blogs, feeds
 Invite, Engage, Connect, Communicate
 Build Brand Awareness = Enhance Online
Reputation Thru Social Media Networks


Why Invest in SEO?

 Long Term = Lasts Forever
 Organic Search Clicks = 85% +
 By not ranking organically, you are losing out on roughly
60-75% of prospective customers to your competitors.
 Increase Online Referrals and Exposure
 Click through rates = Conversions
 No additional payment for clicks
 Get found for long tail and short tail keyword phrases
 Increased brand exposure & management

Over 70% of people start with a search engine when
searching for a product, services or event

…Are YOU getting found?

The Value of Search Engine Optimization

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