Many business owners have been reevaluating their existing marketing efforts and considering the benefits of Search Engine Optimization (SEO) for their business. Over the past decade, many have found that internet marketing has yielded a better return on investment than other mediums, such as the Yellow Pages. This presentation was created by Todd Cardin from Spotted Frog Design (http://www.spottedfrogdesign.com)

1. SEO &
Your Business
A Beginners Guide to Search Engine Optimization (SEO)
By: Todd Cardin at Spotted Frog Design

2. Specialty Answering Service
The SEO Model For Our Clients
3rd largest Answering Service in the U.S
Multiple “offices” throughout the US
Growth entirely due to SEO / SEM

3. Spotted Frog Design
Providing SEO services to businesses
Effectively using your website as a marketing tool
Eliminate advertising expenses
Lead generation
Increase prospects & sales by generating natural traffic to your website
On page optimization & design to increase visitor to prospect conversion ratio
Using website as a closing tool
Strong design principles
Designing website to maximize potential of every visitor & search engine “spiders”
Provide solid corporate identity

4. Yellow Page Advertising
Area specific telephone books
The yellow pages were (and still are) broken up into several geographic locations aimed at targeting residents of specific areas (i.e.
King of Prussia / Norristown, West Chester, Abington / Jenkintown, etc.)
Industry specific headings
Industry specific directories allowing user to find business or professional under appropriate heading (i.e. Accountants, Real Estate,
Funeral Home, Insurance, etc.)
Advertising priority
Largest most expensive advertisements placed first. Non-paid local “courtesy” listing appear after any paid advertisements
Costly – but worth it?

5. The Internet
Why businesses need websites
Enhance corporate image
Useful tool for existing clients and prospects
As a sales & marketing tool
Search engines rule
Most website visits come from traffic generated by top 3 commercial search engines (Yahoo, Bing, Google)

6. Google
Most popular search engine
62% of internet users utilize Google as their preferred search engine
320 million searches per day in the United States
2 billion searched a day worldwide
How people use Google
To search for information & answer questions (i.e. What is the population of Pennsylvania, How many career homeruns did Mike
Schmidt hit, etc.)
Search for instructions such as how to fix the engine in my car or how to get rid of my dandruff & bad breath
To find goods or services either locally or nationally

7. Search Engine Market Share
Google holds a “pole position” in search engine
rankings with 64% of all internet users and billions of
64%
daily search queries globally.
Yahoo & Bing (formerly MSN) take the number 2
17%
and 3 slot in internet user popularity with 28%
combined and 17% / 11% respectively.
AOL holds 4% market share of all internet searches
11%
with results powered by Google.
Ask.com retains 3% market share.
All other SE’s (AltaVista, HotBot, Lycos, RedZ, etc.)
combine for 1% of all internet searches.

8. Google Replaces Yellow Pages
Yellow Pages have become instant recyclables
Consumers turn to Google for goods / services
Non restrictive search methodology
Reach a broader audience (local / national)
Websites need visibility – Enter SEO & PPC

9. PPC Advertising
How Google makes their money
PPC is an internet Competitive terms
Advertisers “bid” on Click Fraud.
advertising model Countdown billing with can be costly (in 2010
keyword terms with Estimated 50%
used on websites & daily / monthly Lemon Law $66.15,
no ceiling giving the average clicks by
search engines advertiser Laser Hair Removal
most prominent prospects compared
where the advertisers predetermined $68.00, Life
position to the to clicks by
pay only when their spending limits Insurance Quotes
highest bidder competition
ad is “clicked” $22.15, etc.)

10. Search Engine Optimization (SEO)
Organic searches are not charged per click
Making content visible to search engines (SE)
Proper design for end user and SE’s
Boosts rankings so content will be seen
Online environment increasingly competitive
Distinct competitive advantage

11. SEO Strategies
Carefully written website copy to engage search engines & capture keywords for ranking.
Changing code structure of page to make it easily “spider-able”.
Relevant inbound links from authority websites.
Press releases, articles, opinions used to make website an authority in its given field.
Social media strategies including social bookmarking, Facebook, Twitter, and others.
Utilizing blog posts to convey message and boost search engine rankings.

12. SEO Do’s & Don’ts
No SEO is better than bad SEO
Improper optimization can penalize & permanently damage your website & have it pulled from the search engine index.
Your website is not your business card
Visibility is more important than appearance.
SEO as an ongoing project
Competition will always be at your heels
Search engines change the rules and keep evolving
Embrace the Internet & SEO
Consumers will continue to turn to search engines; harness the vast potential of internet marketing.
Please visit our website to learn more about the services we provide.
© 2011-2012 Spotted Frog Design | This presentation was created by Todd Cardin.