My yearly Search Marketing guest lecture at the University of Toronto Mississauga. This lecture was delivered to the CCT 322 class of the CCIT program at UTM. Thanks go out to Prof. Tim Richardson for inviting me to speak at this continued series of talks.

1. Search Marketing 101 Dev Basu | President @ Powered by Search Inc. March 2011

2. About Me Personal Ideas Guy, Marketer, Still Learning Lots. Grad from UTSC’s Fantastic BBA Program. Employee -> Intrapreneur -> Entrepreneur. Professional President @ Powered by Search. Professional Speaker I Live and Breath Online Marketing.

3. Who Is Powered by Search?

4. Job Opportunities? Fastest growing marketing specialization SEO is an 11 Billion $ industry as of 2010 Demand outweighs supply Jobs are plentiful SEO is recession proof. Starting salaries range from $40k +

5. The Search Landscape

6. Types of Search Engines Universal Video Audio Image Rich Media File Search People Search

7. The Search Landscape

8. Evaluating a Typical Search Result

9. Click Thru Rates

10. So What Exactly is SEO Again?

11. What is SEO? “Search Engine Optimization is the set of best practices (both marketing and technical) that aim to improve the natural or organic search engine rankings of a given website.” Pull Marketing Strategy On-Page, Off Page, Server Side SEO

12. Great, Where do I Start Captain?

13. Keyword Research Provides the Answer

14. Why Should I Care About Choosing The Right Keywords?

15. Because SEO is a Winner Takes All Game.

16. The Math – It’s Pretty Awesome. 12,000 Searches 5,400 Visits per Month 10% Dating Offer Conv. Payout $30/lead. 540 Leads X $30 = $16.2K

17. Okay I’m In. How Do I Dominate Search?

19. Google Insights

20. Google Trends

21. Wordtracker, Wordze,

22. KeywordSpy, AdGuroo

24. Off Page SEO

25. Server Side SEO

26. Authority & Trust

27. URL Factors

29. More Content > Code

30. Usability and Architecture

31. Controlled Flash/JS Use

32. Sitemaps

33. Internal Linking Structure

35. Quality of Links

36. Quantity of Links

37. Authority of Site

39. What if You’re B2B or B2C – Does Link Building Differ?

40. Top 10 Factors Title Tags Anchor Text of Links Age of Site Global Link Popularity Keywords in Headers Spiderable Navigation Internal Linking Structure Keywords in Body Content Sitemap Hosting Location and TLD

41. You have to do these right, before you can do these right Algorithmic Ranking Factors

42. The SEO Cycle

43. Things to Remember for Your Case/Presentation/Exams How will SEO factor into your business plan/presentation? State statistics and hypothetical new visits. State how you will boost link popularity. This goes hand in hand with other web promotion. Evaluate the total search volume for your market. Identify and state the correct keywords. Pointing out how you can sustain your rankings will be awarded bonus points. *hint*: Use the tips offered in this presentation

44. Still Need More Reasons to Do SEO?

45. Lowest Cost Per Lead Highest Volume Other than Social Media. Demands Technical Nimbleness. Big Companies Don’t Get it.

46. Thanks For Having Me  Q+A Sessions Follows. dev@poweredbysearch.com @devbasu and @poweredbysearch Facebook.com/torontoseo

48. Elliance (Graphics)

49. Google (Web Search, Trends, Insights)

50. Powered by Search

51. Past Lectures (UTSC , UTM, Seneca - 2008, 2009, 2010)