A look at SEO elements and how content development and strategy plays a role in overall marketing performance online

1. How SEO and Good Content
Impact Online Performance

2. SEO Seminar Event

3. Outline
• Basics of SEO & the Search Market
• What SEO Means to the Bottom Line
• SEO is Really About Content
• Focus & Measure: Choosing the Right Targets

4. BASICS OF SEO & THE SEARCH MARKET

5. What is Search Engine Marketing?
SEM is the promoting a websites through
increased visibility in search engine results
pages (SERPs)
Two Methods: Organic Search
Paid Search

6. The image to the left is a Search Engine
Results page or SERP. This page has several
components.
In green are the Organic Search results.
These are pages that Google has
determined match the user’s query.
In pink are the Paid Search results. These
are listing companies pay to have shown.
These ads are set up to match selected
Keywords.
Search Engine Results Page
Paid Results
Organic
Results

7. Organic Search (SEO) v. Paid Search (PPC)
90% of Clicks
10% of Clicks
More than 50% of search queries
have no ads at all

8. The SEM Continuum
Users will refine or be more
specific in searches as they get
close to transactions

9. Goal of Search Engines
To find web pages that provide
the best information on the
internet for its users.
Determine intent, context and
proximity

10. Search Engine Optimization
The techniques that help your
website rank higher in the
organic/natural search results.
It helps the people find your
product or service online!

11. Search Engine Spiders
Crawl through your website content and
rank you on quality and connections

12. Search Engine Indexing

13. CMS Fields for SEO
Title Tag
Meta Description
URL Hierarchy

14. Title Tag: is the title of the web page shown for the results. This information is
stored in the web code in <title> tags.
Page URL: is exact URL for the page – generally matches structure in CMS.
Meta Description: is the phrase or words that describe the page. This
information is stored in the web code in <meta description> tags.
Search Engine Results Elements
Title Tag
Page URL
Meta Description

15. Experts Take on Google Ranking

16. Connections & Link Authority
Your Website
About Cats
Cat Blog
Cats.com

17. It’s Like High School Popularity

18. The Faces of Google’s Algorithm
Panda Penguin

19. How Many Monthly Searches?
Almost
20
Billion

20. Who Owns the Search Market?
Google
+66%

21. WHAT SEO MEANS TO THE BOTTOM LINE

22. 88% of People
only
click on Page 1
results
Page 1
Results

23. SEO + Paid Search Impact

24. What That Means To You
For the term “ink cartridges” there
are an average of
1.2 million
monthly searches

25. What That Means To You
If you are listed #1:
1.2 mill x 42.1 % =
505,200 clicks

26. What That Means To You
If you are listed #10:
2.2 mill x 3.0 % =
36,000 clicks

27. What That Means To You
469,200
missed
opportunities

28. Business Impact
Even if only .1% of those clicks turned to
leads/sales, it would generate over
469 leads per month

29. Business Impact
If you make $5 on every cartridge that you
sell, that would equate to
$2345/month
$28,140/year

30. YOU CAN USE SEO
METRICS TO CREATE
BUSINESS CASES TO
SUPPORT OTHER
WORK.

31. SEO IS REALLY ABOUT CONTENT

32. Content First

33. Content Always

34. Don’t Squeeze It In!

35. Plan for Content Integration in Marketing

36. Content Consumption

37. Popular Types of Content

38. Avoid Duplicate Content & Domains
The Search Engines Don’t Like It!

39. Rule For Avoiding Duplication
• Do not have multiple domain names that end up show
all the same pages
www.Company.com
www.CompanyName.com
• Do not have multiple URLs with the same exact content
• Try to keep each page to One (1) topic
• Write original <title>, <meta description> and <h1> tags
for each page

40. Meta Information Counts
Keep to the designated counts for each search engine.
The counts include spaces.
Google:
• Title - 69 characters
• Description - 156 characters
Yahoo!/Bing
• Title - 72 characters
• Description - 161 characters

41. 3 Times + 1 is the Charm
Be consistent when writing <meta description>,
<title> and <h1> tag.
By putting a keyword in all three areas, it will help the search
engines know this is an important term.
REMEMBER: You need to use these keywords in the <body> copy of
the page as well.

42. Focus & Measure:
CHOOSING THE RIGHT TARGETS

43. Challenges

44. Should you write about
Printer Cartridges
or
Ink Cartidges?

45. Google Keyword Volume

46. Don’t Forget the Humans

47. Which search will not only
net more online activity
but more relationships,
leads and sales?

48. Who Consumes Your Content?

49. WRITE AND MARKET
FROM YOUR AUDIENCE
NEEDS OUT, NOT FROM
THE KEYWORDS IN

50. YOU CANNOT
IMPROVE THAT
WHICH YOU DO NOT
MEASURE

51. Analytics Tracking
Establish
Goal Reports

52. Keyword for
Goals

53. Measuring The Metrics

54. Segmenting Search

55. Tracking Keyword Groups

56. LINDA NAWROCKI
ONLINE MARKETING STRATEGY