Presentation given by Colleen Wright, owner/trainer of Search Engine Academy of Oregon on August 30th for the Working Artist's Network. This presentation goes over SEO on-page and off-page factors, usability, anti-spamming and more.

1. What You Should Know About SEO And Other Internet Marketing Strategies and Tactics

2. SEO? SEM? PPC? SMM? SMO?

3. SEO? SEM? PPC? SMM? SMO? What does it all mean? SEO: Search Engine Optimization PPC: Pay Per Click Advertising SEM: Search Engine Marketing SMM: Social Media Marketing SMO: Social Media Optimization

4. SEO: Search Engine Optimization

5. SEO: Search Engine Optimization Two sides to this coin: On-Page Factors Off-Page Factors What is most important? You need the first side of the coin to get the second side to work optimally.

21. How efficient they are while using it

22. How memorable it is

23. How error-prone it is

25. Usability Biggest Causes of User Failure Search If your site has over 100 pages, you need an onsite search engine Check out: http://sitelevel.com/ Or Google has a Search Engine app http://www.google.com/coop/cse/

27. Main navigation topics should be static and should appear at once.

29. Avoid busy backgrounds

31. Don’t make people click to find the price. Showing an estimated price is better than showing no price at all.

33. Anti-Spamming Guidelines Don't: Keyword stuff tags Repeat keywords over and over again in your text. For example: <META name="keywords" content="holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday cruises, holiday”>

34. Anti-Spamming Guidelines Don't use tiny text for the purpose of repeating keyword after keyword Don't use invisible text Don't use redirect tags if possible Don't duplicate content or use mirror pages Don't use multiple title tags

35. Pay Per Click Advertising

36. Pay Per Click Advertising Sponsored Links (Google) Sponsor Results (Yahoo) Sponsored Sites (MSN) Ads by Google (Google’s Publisher Network) (Yahoo’s Publisher Network) (MSN’s Publisher Network)

38. Engine Partners

39. Brokers

40. Advertisers

43. Top rankings are achievable, admittedly sometimes at a high price

44. Good testing ground for keywords

45. Can be a long term solution in addition to SEOPay Per Click Advertising

46. Social Media

47. Social Media Marketing Social media sites fall into different categories: Social “bookmarking” sites such as: Digg reddit StumbleUpon del.icio.us

48. Social Media Marketing

49. Social Media Marketing

50. Social Media Marketing Identity-based sites are totally based on who you are and the type of business you’re in and are based on connecting with networks of friends, associates and contacts you know. LinkedIn.com Facebook.com

51. Social Media Marketing

52. Social Media Marketing

53. Social Media Marketing Your own personal Blog is an identity-based social media site if you open up comments. Message boards, forums, and newsgroups (such as Yahoo! Groups and Google Groups – think about how long newsgroups have been around) And then there’s Twitter…

54. Social Media Marketing

56. Make tagging easy(include tags as well as links to social media sites)

57. Reward inbound links(link back to people who link to you)

59. Tools that Can Help you Wordtracker - $$$

60. Tools that Can Help you Webconfs.com - Free

61. Tools that Can Help you thesaurus.com - Free

62. Tools that Can Help you SEO Automatic – Free Lite Version

63. Tools that Can Help you SEOchat.com – Free

64. Tools that Can Help you Google Analytics – Free

65. Making the Case

66. Making the Case According to Forrester Research: “In a recession, marketers typically cut interactive spending. But our survey of 333 interactive marketers revealed strong support for maintaining or increasing budgets in categories including social networking, email, blogging, and search optimization.” http://www.forrester.com/Research/Document/Excerpt/0,7211,45924,00.html

67. Making the Case According to Forrester Research: “In North America in 2009, interactive marketing will assume an unapologetic — and, in some cases, central — role in the marketing mix thanks to both the ascendance of digital media and the inherent measurability of interactive channels. Tactics like search and social applications will do particularly well.” http://www.forrester.com/Research/Document/Excerpt/0,7211,44920,00.html

68. Making the Case According to Internet Retailer's recent monthly survey, retailers are creating interactive page treatments and adding video, customer reviews and other advanced features. Merchants also are making site optimization a top priority and redesigning their web sites to achieve speedier navigation and faster performance. http://www.internetretailer.com/article.asp?id=28884

69. Making the Case Improved site optimization is the top priority for 72.9% of merchants, followed by: Clearly organized home, category and product pages at 62.4% Better navigation at 49.4% Improved site search at 47.1% Faster checkout at 40% http://www.internetretailer.com/article.asp?id=28884

70. Making the Case David Wertheimer, director of strategy for Alexander Interactive Inc., notes: “The fact that retailers are listing site optimization as their top design objective... says they want to create images and write text that do a better job of making them stand out on... major search engines.” http://www.internetretailer.com/article.asp?id=28884

71. Making the Case Digital Marketing Focus in 2009 According to a survey of more than 400 senior-level decision makers http://www.permissiontv.com/about/news/66/industry_survey_forecasts_adoption_of_interactive_video_in_2009

73. those making more than $75,000 per year

74. those under age 30 are the most frequent users of the Internet, with more than 6 out of 10 in each group saying they use the Internet more than one hour per day.

75. Next Steps

76. Next Steps Focus on the Basics Get your website optimized before going after inbound links through: Authoritative Sites Directories Online Press Releases Article Marketing Consider a Pay Per Click Campaign to increase website traffic while your SEO initiatives kick in

77. Next Steps Focus on the Basics Social Media Marketing Start with a Linked In Account or a Facebook Account Focus on linking to people you know Share information and become an authority within your specialization Make sure you use terminology that will optimize your profile to be found for your area of expertise Form your own group and invite people to join Add upcoming events and share them with your “friends” Remember, Social Media is about helping others Make sure to temper self promotion with a healthy dose of useful information for your friends. It will pay off in the long run!

78. Next Steps Focus on the Basics Set up Google Analytics to measure your performance Tweak Wait Measure Repeat

79. Next Steps Watch your profits soar!

80. Questions?

81. Thank you!

82. Contact InformationColleen Wrightinfo@sea-oregon.comwww.sea-oregon.com