Cover Sheet

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Cover Sheet
SEMA
Beginners Guide to High Search Engine Rankings
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Todays Learning Objectives

• Learn what a search engine is and how they work
• How to differentiate between paid and organic
  search
• Absolute musts for high organic search engine
  rankings
• Tools to help you obtain high search rankings

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Stay Tuned!!!

• At the end of this presentation you can enter to
  win a FREE analysis of your website valued at
  1295!
• -Plus-
• 8 of you can get a free consultation about your
  situation!
• Details at the end of this presentation

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Meet Brian Offenberger

• Hundreds of millions of dollars in sales and
  profits, with complete P/L responsibilities
  ranging from single units doing 4 million in
  sales to multiple units with combined sales of
  nearly 500 million.

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Meet RSS Ray

• RSS Ray a/k/a Brian Offenberger
• Online Marketing with RSS Ray radio show
• Professional certifications
• Who we work for

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What Is A Search Engine?

• A program written to make things easier to find
  on the web
• Crawler based, people based, mixed and vertical
• International, national, regional, local,
  specialty
• Work based upon algorithm (rules)

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How Search Engines Work

• SE searches for documents containing specific
  keywords and returns that list of documents
  (content) to a database
• Algorithms determine and rank the relevance of
  the returned data
• Each engine has its own rules and the rules are
  constantly being refined-return the most relevant
  result to the search query
• There are different algorithms used for organic
  and paid search
• High rankings is a result of organizing and
  tagging information in such a way that search
  engines can index and categorize it

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Cover Sheet
5 Keys To High Search Engine Rankings
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Get Your Website Indexed

• Make sure your website and its pages are indexed
  by the SEs you need for success
• Find out by going to any SE
• sitewww.YourUrl.com
• (https//www.google.com/webmasters/tools/sitestat
  us)

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Select Your Keywords

• Keywords are words and phrases that people use to
  find solutions to their needs and problems
• Search Engines use keywords to find, classify and
  rank your web pages

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Keyword Selection Criteria

• Relevance How closely the search term matches
  the sites products, services, and content.
  Generally, how relevant is the keyword to your
  business?
•  
• Specificity How broad or specific a term is.
• Popularity How often the search term is searched
  for on major search engines. Being popular isn't
  the most important thing because it is usually
  more competitive and less specific.
•  
• Competitiveness How many companies are pursuing
  the keyword? You can look at PPC bids to see how
  much is being spent on the keyword to see how
  competitive it is.

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Keyword Selection Tools

• Google AdWords Keyword Tool https//adwords.google
  .com/select/KeywordToolExternal
• Yahoo! Keyword Selector Tool (formerly Overture
  Suggest Tool)
• http//inventory.overture.com
• Microsoft adCenter
• www.adcenter.microsoft.com
• Wordtracker
• http//www.wordtracker.com

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Optimize Your Website Content

• Make your content appealing to others
• Use keywords in content
• Update content frequently

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Follow the SEMPO 6

• Unique Title meta tags should be used for each
  individual web page
• Anchor text within hyperlinks on a web page can
  identify a keyword focus
• A primary keyword supported by related keywords
  will establish context in each web page
• Use of a text site map of all the site pages to
  reveal link structure helps the search engine
  find all relevant pages of the site
• Valid and unique content is assigned high value
  by a search engine
• 6. A good linking strategy helps search engine
  indexing and ranking for target keywords

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Attract Links From Other Websites To Yours

• Links are like signs on the internet pointing a
  visitor from one place to another
• SE view links as votes relating to the
  reputation of a web page/web site
• SE weights the authority value of a linknot
  all links are created equal

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4 Criteria for Link Evaluation

• Relevancy of links
• Themes of websites
• Authority levels/bad neighborhoods of linking
  sites
• Page rank of linking pages

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Authority Levels Bad Neighborhoods

• Authority sites
• Have lots of unique content
• Have lots of inbound links, especially links from
  other authority sites
• Has lots of outbound links, generally to other
  authority sites
• Have built inbound links gradually over time
• Is usually an older site
• Bad neighborhoods
• Site is banned
• Site is under penalty
• Site is manipulating the link system (link farm)
• Shady industry site

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Links Have 2 Main Parts

• 1.     The Source Anchor. This is the text or
  image that the browser will display to the user
  that, when clicked, will cause the browser to
  evaluate the destination anchor. 
• 2.     The Destination Anchor. The destination
  anchor is the action the browser will take when
  the source anchor is clicked on. In the majority
  of cases, the destination anchor is a URL that
  the browser will attempt to load.

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Source Anchor Link Text

• This is what the site visitor sees about the link
• For high organic search engine rankings, what the
  SE sees in this anchor link text is vitally
  important
• Anchor text tells SE and visitors what to expect
  from the link
• Anchor text should be keyword rich descriptive
  text

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Images for Links

• Most search engines can not see pictures (which
  is why FLASH based websites are not recommended
  for high organic search engine rankings)
• Use an alt attribute to provide a text
  equivalent of the image

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Types of Links

• Inbound from others to you
• Outbound from you to others
• Non-redirecting cause actions to happen
• There are internal and external links

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Check Your Incoming Site Links

• See how many incoming links to your website are
  recognized by SE. Go to the SE and type in
• Iinkwww.yourwebsite.com

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How To Get More Incoming Links

• Have content that others want
•  
• Articles Write an article about something
  interesting, newsworthy, controversial, or just
  something you can't find information on yourself.
  
•  
• Blog Writing a blog can create links from other
  people who like your post and link to it.
  Participating in other peoples blogs can ensure
  they know about you and your site, and they may
  link to you with a live link.
•  
• Photos Networking events, visual or emotionally
  stimulating
• Videos Instructional videos, car wrecks, badly
  sung songs on American Idol all can turn out to
  be the next viral Internet hit, producing
  thousands of links.
• Applications Write an application, web-based or
  not, and if its a useful tool, people will link
  to it.
• Games
• By linking to your site, other sites are saying
  they value the content of your site and that they
  think other people will be interested in it too.
  This is known as "link bait" something on your
  site that people will notice and link to.

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Organic vs. Paid Search

• Whats the difference?
• Directories and paid inclusion
• Free mini-course on paid search
• http//www.bizgrowthseo.com/tips_marketing_5day.ph
  p

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Join Us Next Week

• SEMA Webinar on Advance Practices for
• High Organic Search Engine Rankings

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Free Stuff

• To be 1 of 8 to receive a free consultation about
  your situation, register at
• http//www.bizgrowthseo.com/open-line-sema-05-06.p
  hp
• To win a free evaluation of your website, be the
  14th person to send an email to Ray_at_RssRay.com
  and put Free Evaluation in the email subject
  line

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Questions

• Im pleased to answer your questions about having
  high organic search engine rankings for your
  website!

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How to Reach RSS Ray

• Toll Free [phone]
• Fax [phone]
• Local [phone]
• Website www.BizGrowthSeo.com
• Email brian_at_bizgrowthseo.com
• Address 2432 West Peoria Ave, Ste. 1320A
• Phoenix, Arizona 85254