Social media hype is at an all-time high with thousands of "experts" claiming it to be the greatest way to target and drive new prospects. However, search engine marketing is still the king of targeting and delivering return on investment.

1. Be Wary of the Social Media Hype
Search Engine Marketing is Still King
James Windrow, Director of Interactive Marketing
July 2009
Presentation Date: July 2009 James Windrow

2. What we will cover today
• What is Search Engine Marketing?
• Relationship between search engine marketing and
social media.
• Fundamentals of SEO
• Advanced SEO Techniques
• When to outsource SEO?
• Setting Realistic Expectations
Presentation Date: July 2009 James Windrow

3. What is search engine marketing?
Presentation Date: July 2009 James Windrow

4. What is search engine marketing?
What do you mean social media is a myth?
Presentation Date: July 2009 James Windrow

5. What do you mean social media is a myth?
When all you have is a hammer, everything
starts to look like a nail.
Presentation Date: July 2009 James Windrow

6. What do you mean social media is a myth?
Social Media is just one of
many tools in your bag.
Presentation Date: July 2009 James Windrow

7. Search Engine Marketing and Social Media
Marketing Compliment Each Other
~259MM June 2009
~390MM June 2009
Visitor data found at Compete.com
Presentation Date: July 2009 James Windrow

8. SEM vs. SMM
What do you mean social media is a myth?
Search Engine Marketing
- Direct Response
- Highly Targeted
- High to Moderate Control
Social Media Marketing
- Brand Building
- Moderately Targeted
- Little to No Control
Presentation Date: July 2009 James Windrow

9. Search Engine Marketing
Presentation Date: July 2009 James Windrow

10. Search Engine Marketing
Paid Search
Organic Search
Presentation Date: July 2009 James Windrow

11. Search Engine Marketing
Paid Search
Organic Search
Presentation Date: July 2009 James Windrow

12. Paid Search (PPC)
What is Paid Search?
Paid Search (also called Pay-per-Click) is an open auction environment where
companies bid for placement of text advertisements within the search results for
chosen keywords.
How Much Does it Cost?
You pay only when someone clicks on your ad and visits your website. Costs vary
based on the amount of competition for a keyword/phrase.
What are the Benefits of Paid Search?
• Small initial investment
• Targeted traffic
• Great ROI
• Immediate results
• Real-time tracking
Presentation Date: July 2009 James Windrow

13. Search Engine Marketing
Paid Search
Organic Search
Presentation Date: July 2009 James Windrow

14. Organic/Natural Search
What is Organic Search?
Organic Search (also called Natural Search) refers to the non-paid
primary search results displayed in response to a keyword search.
Presentation Date: July 2009 James Windrow

15. Organic/Natural Search
How Are Rankings Determined?
Search engines use proprietary algorithms (mathematical formulas)
to determine relevancy and ranking for a keyword search.
Presentation Date: July 2009 James Windrow

16. Search Engine Marketing
What is Search Engine Optimization (SEO)?
Search Engine Optimization is the method by which search engine
algorithms are decrypted and used to define methods and
techniques for modifying a websites content and code to gain
higher search engine rankings.
Presentation Date: July 2009 James Windrow

17. Search Engine Optimization
The key to SEO success (and good rankings!) is relevancy.
 A search engine’s survival requires they continue to provide relevant content to searchers.
 Understanding how each search engine determines relevancy is the secret.
Presentation Date: July 2009 James Windrow

18. Search Engine Optimization
Its is CRITICAL to build a solid
foundation.
Important Elements to SEO
• Keyword Research
• Copy Optimization
• Code Optimization
• Webmaster Tools
Presentation Date: July 2009 James Windrow

19. Keyword Research
What are your prospective customers really searching for?
Keywords Searches/Mo
work permit 246,000
visa requirements 201,000
immigration services 135,000
work visa 135,000
visa services 135,000
immigration law 135,000
travel visa 135,000
visa working 110,000
immigration office 110,000
immigration service 74,000
global work permit 91
https://adwords.google.com/select/KeywordToolExternal
Presentation Date: July 2009 James Windrow

20. Optimize Your Content
1. Leverage keyword research to
integrate terms with greater
search volume into the copy .
2. Emphasis these terms (header,
bolding, italicize).
3. Create new pages/content to
support keyword research if
changes are not appropriate for
existing pages.
4. Keep pages as micro-focused as
possible, avoid keyword dilution.
Keywords Searches/Mo
work permit 246,000
Total words: 46 visa requirements 201,000
Primary Keyword: work permit immigration services 135,000
Keyword Density: 2
Presentation Date: July 2009 James Windrow

21. Optimize Your Content
Total words: 427
Primary Keyword: work permit
Keyword Density: 14
Presentation Date: July 2009 James Windrow

22. Optimize Your Content
Keywords Searches/Mo
Phoenix master planned
community 170
Phoenix new homes 14,800
new homes in Phoenix 2.900
Presentation Date: July 2009 James Windrow

23. Balance
Presentation Date: July 2009 James Windrow

24. Optimized Content Recap
1. Conduct keyword research
2. Use important keywords/phrases in your
headers
3. Integrate your keywords/phrases into the copy
on your website
4. Emphasis those terms by bolding or italicizing
5. Internal cross linking is important (anchor text)
6. Balance readability w/ optimization efforts
Presentation Date: July 2009 James Windrow

25. Optimize Your Code
Presentation Date: July 2009 James Windrow

26. Optimize Your Code
Page Title
Page Description
URL
Page Title
Page Description
Presentation Date: July 2009 James Windrow

27. Optimize Your Code
Presentation Date: July 2009 James Windrow

28. Optimize Your Code
Presentation Date: July 2009 James Windrow

29. Optimize Your Code
Presentation Date: July 2009 James Windrow

30. Optimize Your Code
URL Structure is Important
Great!
www.searchengineoptimization.com
Good
www.yourdomain.com/search-engine-optimization
Bad
www.yourdomain.com/details.aspx?id=14583
Presentation Date: July 2009 James Windrow

31. Webmaster Tools
XML Sitemaps
Tour guides for search engines.
Google Search: XML Sitemap
Presentation Date: July 2009 James Windrow

32. Webmaster Tools
1. Explore the ways search engines index your site.
2. Troubleshoot errors or problems.
3. Make your site more search engine friendly
Presentation Date: July 2009 James Windrow

33. Content & Webmaster Tool
Recap
1. Unique title and meta descriptions for every
page.
2. Use URL’s that make sense
3. Implement the free webmaster tools
– XML Sitemaps
– Webmaster Central
– Robots.txt
Presentation Date: July 2009 James Windrow

34. Inbound Link Building
Universal Search
Local Search
ADVANCED SEARCH ENGINE
OPTIMIZATION
Presentation Date: July 2009 James Windrow

35. SEO: Inbound Link Building
Inbound Link Building is Critical!
Google Page Rank is a numeric value
that Google assigns to web pages.
•Scale: 1 (bad) to 10 (great).
Strategies
1. Link Baiting (Write Good Content!)
2. Press Releases
3. Social Media
(Digg, Technorati, Facebook, Discussio
n Groups, etc)
4. Directories (DMOZ, Yahoo, etc)
5. Many more…
Presentation Date: July 2009 James Windrow

36. SEO: Universal Search
Paid Search
Video
Websites
News
Social Media
Semantic
Presentation Date: July 2009 James Windrow

37. SEO: Universal Search
45.13%
6.63%
15.69%
14.41%
comScore Releases August 2008 U.S. Search Engine Rankings
Presentation Date: July 2009 James Windrow

38. SEO: Universal Search
Video Search
• 80% of US Internet users watch video online.
• The average viewer watches 3 hours of online video each month.
• More than 12 billion online videos watched each month.*
* comScore.com, September saw Americans view more than 12 billion videos online, May, 2008
Presentation Date: July 2009 James Windrow
I-ology Confidential and Proprietary

39. SEO: Universal Search
Video Search
Presentation Date: July 2009 James Windrow
I-ology Confidential and Proprietary

40. SEO: Local Search
Presentation Date: July 2009 James Windrow

41. SEO: Local Search
1. Claim Your Local Listing
Presentation Date: July 2009 James Windrow

42. SEO: Local Search
2. Place Your Address in Website Footer
Presentation Date: July 2009 James Windrow

43. SEO: Local Search
3. Add regional terms to your website content
Presentation Date: July 2009 James Windrow

44. Advanced Techniques Recap
1. Develop inbound links
2. Leverage Universal Search
3. Optimize for Local Search
Presentation Date: July 2009 James Windrow

45. Presentation Date: July 2009 James Windrow

46. When to Outsource Your SEM
• PPC – Almost Always
• SEO
– Constant algorithm changes
– Specialization
• Would you have your auto mechanic fix your
television?
Do your due diligence!
Presentation Date: July 2009 James Windrow

47. What are realistic expectations?
Presentation Date: July 2009 James Windrow