Promoting you website using SEO and online marketing concepts, Onpage optimization, Offpage optimization, Utilizing Social Media, Facebook, Twitter, LinkedIn, Website tools, Generating leads for success.

1. Paul Vesely
paul@seoweblive.com

2. ONLINE MARKETING FIRST
How to get your business online and how to get yourself found

3. AGENDA
 Promoting you website
 Onpage optimization
 Offpage optimization
 Utilizing Social Media
 Facebook, Twitter, LinkedIn
 Website tools
 Generating leads for success

4. INTERNET MARKETING
• Website
• Email
• Social media
• Blogs
• Affiliate marketing
• SEO
• PPC & online advertising
• Apps
• Podcasts
• Ebooks
• Online articles
• Videos
• The list goes on…………

5. WHY INVEST IN ONLINE MARKETING
WHY?
• 90% of jewelry purchases first checked info online
• Price comparisons
• Time poor society
• Age of information & technology
GOALS
• Conversions are easily tracked (leads sales, subscriptions, downloads,
memberships, advertising impressions)
• Target markets easily focused using online advertising
• Branding needs to be consistent
• Must measure every campaign

6. MAKE YOUR WEBSITE
Where to host it?
What domain to buy?
What top level domains suits your business need?
What platform to build your website on:
• Wix, Weebly
• WordPress, Joomla, Droopal
• Professional Web Developer
 Ensure you have a CMS
 Control over basic design, text, pictures etc

7. SEARCH ENGINE OPTIMIZATION
SEO is the process of optimizing a website in a way that allows it to
perform well in search engines, such as ranking extremely high for
targeted keywords.
The primary goal of SEO is to increase the traffic for a website.
The secondary goal of SEO is to increase conversion rates (depends on
goal of website and product/service offered).
SEO alone will not allow you to succeed in achieving your online goals. You
should use a holistic online marketing plan to ensure goals are reached
and ROI is attained.

8. WHERE DOES SEO HELP?
Paid Search
Using Google AdWord –
Pay Per Click
Organic Search
Content relevant to
searches

9. SEO APPROACHES
SEO – Search Engine Optimisation
 The Process of improving the volume and quality of traffic to a web site from
search engines via "natural" ("organic" or "algorithmic") search results for
targeted keywords.
 SEO involves:
 site coding (meta coding)
 content optimisation
 navigation (internal links)
 link exchanging (external links)

10. TWO CONCEPTS OF SEO
1 . On page SEO – content

11. TWO CONCEPTS OF SEO
2. Off page SEO - links

12. HOW DO YOU GET SEARCH ENGINES TO NOTICE YOU?
On Site (content):
 Descriptive domain names (Where in the world are you?)
 Title tags – not spamy, unique per page, not longer than 58
characters
 Meta tags (key word & description) & robot tags
 Body text:
Keywords (next slide)
Anchor text hyperlinks
Key word repetition, repetition, repetition – not over 6% keyword density
Spelling
Specific body content (Not everyone enters through the front door)
 Correct usage of H1 and H2 formatting styles
 Multimedia like videos & pictures
 Tagged pictures (Alt Tags)
 Fast page load times

13. KEYWORDS
“If its not written on your site, how will people find you”?
Use of landing pages
Keyword research – using adwords tool:
https://adwords.google.com/o/KeywordTool
 Local search volumes
 Global search volumes
 Competition
Search Insights/Trends:
http://www.google.com/trends/
 Compare up to 5 words

14. MORE ONPAGE OPTIMIZATION
 Friendly navigation
 Clear call to action
 Meta tags, keywords on page
 Pics and videos
 Page load speed
 User engagement
 Easy contact us
 Form – use Captcha for anti spam
 Phone number
 Try not to write full email address
 Comments onpage
 Disqus - free

15. OFF SITE
Off Site (inlinks/backlinking):
 Wikepedia
 Ezines
 Blogs & Forums
 Squidoo, Reddit, delicous, dig, stumbleupon
 Facebook, linkedIn, Twitter
• Submit Your Site to Key Directories
• Submit Your Site to Industry Sites and Specialized Directories
• Request Reciprocal Links
• Write Articles for Others to Use in their Newsletters
• Begin a Business Blog (next few slides)
• Issue News Releases
• Comment on blogs/news with backlinks
ALL USING ANCHOR TEXT HYPERLINKS

16. LANDING PAGES AND A/B TESTING
• Create them!
• Clear title, and layout –make your visitors really
• Clear call to action
• Remove noise from form pages
• Make sure they can share your ―offer‖
• User friendly forms
• A/B test : Headlines, field names, button colors,
• Layout, image, page structure, capture visitor, consistent from source
language
• Have a Thank You page

17. BLOG – REVIEW FROM PAST CLASS
You can have an:
1. Onsite Blog – new content
2. Offsite Blog – inlinks & independent feel
Both are useful for different goals
Update often
 What is ―often‖?
 Most agree at least once a week new content is needed. You can update once
a day.
Centered around 1 keyword and specific to 1 topic
 Best to stick to the rule to keep the KW in the:
 H1 of the blog,
 3 times in the body text and
 Ensure the KW is in the url
Submit your blog to increase readership – search engines & social sites

18. WHAT DOES A SPIDER SEE
Add Google tool bar and page rank to your browser.
Click on the cached snapshot of the page.
Google 's cache is the snapshot taken of the page as it was crawled by
spiders eg googlebot on the web.
View text only

19. GOOGLE’S SECRET ALGORITHM
This is what makes Google so powerful as a
search engine finding relevant links for its
users.
The Google algorithm is a tightly guarded secret
(and insiders say constantly changing).
Basic’s:
1. Text matching
(from your search
terms)
2. Page rank

20. GOOGLE ALGORITHM UPDATES
Caffeine, Panda & Penguin updates appears to put more emphasis on social
media such as Facebook, My Space and blogs
Unique content and page load times
Even with the changes, most white hat optimization tactics will continue to prevail
Each algorithm change is supposed to revitalize the Google algorithm to provide
users with a better search experience
The official word is that the update is:
"the first step in a process that will let us push the envelope on size, indexing
speed, accuracy, comprehensiveness, and other dimensions."

21. YOUR RESPONSE TO GOOGLE’S ALGORITHM
• Higher keyword density. – no more than 7% keyword density
• Faster index. Most people report queries are returned at faster speeds.
• New – Instant Page launch
• Fresher results. Results are more current, including blog posts from the last few days.
• More emphasis on social media. SERPs contain more sites like Facebook, LinkedIn,
Blogger, etc.
• Less emphasis on universal search. While this is a popular feature and was also
implemented by other search engines, it doesn't help Google's paid search revenue.
Therefore, universal results will be moved lower on the page to make paid search more
visible.
• Increased prominence of video & images. While news listings moved further down the
page, SERPs are prominently featuring video & image listings.
• Keywords in domain name. Google has always favored keywords in the domain name,
and the new SERPs seem to weigh keyword domain names even higher. If you're
launching a new site, a microsite with your keywords embedded within the URL might be
wise.

22. WHAT TACTICS TO USE
Create a site with clear hierarchy and text links.
Create a site map with links to important pages.
Create information-rich pages describing your content clearly and accurately.
Use keywords in text.
Give preference to text over images.
Make <title> elements and ALT attributes descriptive and accurate.
Check for broken links and correct HTML.
Keep outbound links on a given page to a reasonable number (<3 per page).
Avoid hidden text or hidden links.
No cloaking or sneaky redirects.
Don't load pages with irrelevant keywords.
Don't create multiple pages, subdomains, or domains with duplicate content.
Don't create pages with malicious behavior (phishing, viruses, trojans, badware).

23. TOOLS FOR MEASUREMENT
Webmaster Tools SEO Tools
 Submit sitemaps.xml  Opensiteexplorer.org
 Fix all html errors  http://www.seomoz.org/tools
 Check page load times  http://www.traffictravis.com/
 See keyword entry
 See inlinks Facebook Insights
 Add the like button to your website
Analytics
 Make weekly/monthly reports
AdWords
 Geographic
 Analytics
 Entry sources
 Bounce rate/time on site/pages viewed per visit
Yahoo site explorer - dead
 Inlinks
Bing Webmaster
 Submit sitemaps
 Same as Google Webmaster Tools

24. MEASURING RESULTS
CTR – Click through rate
 Impressions / Number of clicks
For PPC campaigns: CPC – Cost per click (and paid banners)
Average position on search engines related to specific
targeted key words
Conversion Rate
ROI – Return on Investment

25. SOCIAL MEDIA
Twitter account
 Tweet regularity
 Hash Tagging
Facebook Fan Page
 25 fans for url
 Regular posts
 More casual – make sure you interact
 Apps
LinkedIn
 Company Profile
 Personal profile
 Join relevant groups and be active
 Update status

26. YOUR TASKS
• Just do it—Set this into your daily work plan and schedule
• it, like a meeting, with a beginning and end time.
• Responsibility—Build this into your action plan
• (communications, take action) and plan to ‗rotate‘
• responsibility.
• Expertise—Set some time aside for research and learning.
• Begin with the basics; commit to building on this base.

27. PAU L V E S E LY
PAU L @ S E O W E B L I V E . C O M
www.seoweblive.com