Chris Adams of Miles Media presented these slides during a free webinar hosted by CCTB today.

1. SEO 360⁰The Essentials of Search Engine Optimization Chris Adams Director of Online Marketing

2. SEO 360⁰The Essentials of Search Engine Optimization SEO 360⁰‘White Paper’ http://budurl.com/SEO360 This & other research & white papers @ www.MilesMedia.com/insight

3. SEO 360⁰ - The Essentials The Importance of SEO The 6 building blocks of SEO 360⁰ Integrated Online Marketing & SEO 360⁰

4. SEO 360⁰ - The Essentials contd. C. The 6 building blocks of SEO 360⁰ Content is King Social Media Marketing Optimize Content XML Site Map Linking Strategy Local Business Listings

6. SEO & SEM PAID ORGANIC

7. SEO 360⁰ 6 BUILDING BLOCKS

8. 1: Building Blocks of SEO 360⁰ Content is King

9. SEO Starts & Ends with Great Content

10. 2: Building Blocks of SEO 360⁰ Social Media Marketing

11. Encourage Sharing from Your Site.

12. SEO & Social Media Share, seed, engage & facilitate. Link back to your main site. Use campaign tracking codes in your links. Use URL shortenerswhich use 301 redirects

13. 3: Building Blocks of SEO 360⁰ Optimize Content

16. Essentials of SEO Elements Title Tag: 60-70 characters, most important words first. Visible Text: Headings, sub heading using target keywords Meta Description: Call to action. 150 characters max. Alt Tags: 3-5 words. Descriptive. Meta Keywords: 20-30 most important words or phrases

17. Essentials of SEO Elements Keyword Research. Develop a target list. Customize SEO elements to each page. Mixture of manual & automated updates.

18. 4: Building Blocks of SEO 360⁰ XML Site Map

19. XML (Search Engine Friendly) Site Map

20. XML (Search Engine Friendly) Site Map www.choosechicago.com/sitemap.xml http://sitemaps.org

21. 5: Building Blocks of SEO 360⁰ Linking Strategy

22. Quality Inbound Links. Use Google’s Page Ranking Tool to assess site’s “quality”.

23. Quality Inbound Links.

24. www.quantcast.com

25. Building Blocks of SEO 360⁰ Local Business Listings

26. Manage Your Local Business Listing

27. Manage Your Local Business Listing Edit at: Google Local Business Center & on other sites

28. SEO 360⁰ - The Essentials. C. The 6 building blocks of SEO 360⁰ Content is King Social Media Marketing Optimize Content XML Site Map Linking Strategy Local Business Listings

29. Integrated Online Marketing SEO & Integrated Online Marketing

31. DATA DRIVEN TOURISM MARKETING Continuous Improvement Source: Omniture.

32. Building Blocks of SEO 360⁰ Manage ‘Beyond the Click’

33. Manage Beyond the Click: Landing Pages

34. Manage Beyond the Click: Landing Page Optimization: Test B 24% Bounce Rate114% Conversion Rate Test A41% Bounce Rate71% Conversion Rate Performance Improvement: >85%

35. Continuous Improvement Constant analysis & updates to SEO keywords, landing pages & site content. Your online marketing efforts are constantly reallocated based on results. Key metrics improve during each program and across the year. Case Study 1: VISIT FLORIDA Integrated Online Marketing Program May – June 2009

36. 6 x Key Reminders - SEO 360⁰ Prioritize SEO – it is critical. Invest in Content Optimize Content (Title & Meta Tags, XML Site Map) Build Links Integrate with your other online marketing Manage ‘Beyond the Click’

37. The Essential (& FREE) SEO Tool Kit Robust Analytics – eg: Google Analytics: www.google.com/analytics Keyword Research Tool - eg: Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal XML Site Maps: http://sitemaps.org Google Webmaster Tools: www.google.com/webmaster Page Ranking Tool http://www.google.com/toolbar Quantcast Audience & Affinity Information www.quantcast.com

38. SEO 360⁰The Essentials of Search Engine Optimization SEO 360⁰‘White Paper’ http://budurl.com/SEO360 This & other research & white papers @ www.MilesMedia.com/insight

39. RESOURCES FOR RESOURCES OR TO CONNECT: www.MilesMedia.com/insight www.Twitter.com/milesmedia www.Twitter.com/kiwicolorado

40. SEO 360⁰The Essentials of Search Engine Optimization Chris Adams Director of Online Marketing, Miles Media Chris.adams@MilesMedia.com Tel: 1 941 342 2323 www.Twitter.com/kiwicolorado www.MilesMedia.com/insight