It's Not Just Paid Search Part Two

1
It's Not Just Paid Search! - Part Two The
webinar will begin in 10 minutes. Presented By
Ken Jurina, President www.epiar.com
Audio InstructionsToll number
1-267-238-2480Toll-free number
1-888-667-3101Participant Code 16651471
Technical Support For Both Audio and Visual 
1.800.820.8023 or 44 (0)870 001 7726
2
It's Not Just Paid Search! - Part Two The
webinar will begin in 5 minutes. Presented By
Ken Jurina, President www.epiar.com
Audio InstructionsToll number
1-267-238-2480Toll-free number
1-888-667-3101Participant Code 16651471
Technical Support For Both Audio and Visual 
1.800.820.8023 or 44 (0)870 001 7726
3
It's Not Just Paid Search! - Part Two The
webinar will begin momentarily. Presented By
Ken Jurina, President www.epiar.com
Audio InstructionsToll number
1-267-238-2480Toll-free number
1-888-667-3101Participant Code 16651471
Technical Support For Both Audio and Visual 
1.800.820.8023 or 44 (0)870 001 7726
4
It's Not Just Paid Search! - Part Two
1. Technical Support For Both Audio and Visual 
1.800.820.8023 or 44 (0)870 001 77262. To
participate in the following QA session, please
send your question to the Host using the chat
feature.
5
Agenda

• Review of Part One
• Organic Paid Search Engine Listings
• Internet Market Research
• On-Site Off-Site Optimization
• Ongoing Measurement Analysis
• Poor SEO Techniques
• SEO Integration Into Online Offline Marketing
  Strategies
• Choosing an SEO Resource
• SEO Across your Organization
• Conclusion
• QA

1. Technical Support For Both Audio and Visual 
1.800.820.8023 or 44 (0)870 001 77262. To
participate in the following QA session, please
send your question to the Host using the chat
feature.
6
Introduction Presenter and Topic
Its Not Just Paid Search Part 2 Expanding
on search engine marketing and optimization
basics importance of Internet market research
identifying SEO as a long-term process and
integrating it into other online and offline
marketing efforts.
Your Presenter
Ken Jurina President of Epiar Inc., Co-Chair of
the SEMPO Marketing Committee member of the
Global Committee.
www.epiar.com
1. Technical Support For Both Audio and Visual 
1.800.820.8023 or 44 (0)870 001 77262. To
participate in the following QA session, please
send your question to the Host using the chat
feature.
7
Review of Part One

• Review More Than Just Paid Search Part One
• What is SEO?
• What does it involve?
• Why is SEO important?
• Benefits of SEO.
• Potential problems with SEO.
• Difference Between an Organic/Natural Listing a
  Paid Listing
• Visual placement on screen.
• Percentage of traffic earned organic vs. paid.

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Google SERP Organic / Paid Listing Example
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Yahoo! SERP Organic / Paid Listing Example
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MSN SERP Organic / Paid Listing Example
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Online Market Research

• Data Mine, Then Design
• Keyword research
• First and most important step when initiating any
  effective SEO strategies.
• Profile the search behavior needs and wants of
  your target market.
• Identifies actual phrases being searched.
• Eliminates best guess approach to SEO.
• Can identify other online offline selling and
  advertising opportunities.
• Products to sell.
• Services to provide.
• Geographic markets to tap.

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Speaking Your Customers Language

• Example Alberta Hotel Lodging Association
  (www.explorealberta.com)
• Client Suggested Phrase
• Hotels in Alberta Searched 3 times/day
  (5,370,000 competing sites).
• Phrase Identified by Market Research
• Alberta Hotels Searched 36 times/day (Ranked
  1 - 6,010,000 sites).

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Speaking Your Customers Language

• Client Suggested Phrases
• Gold Plating
• Nickel Coating
• Conductive Fillers
• Thermal Spray Coating
• Phrases actually NOT BEING searched

• Phrases Identified by
• Internet Market Research
• EMI Shielding
• RFI Solutions
• Radio Frequency Shielding
• Electromagnetic Interference
• Magnetic Shielding
• Popular phrases BEING
• searched

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On-Site Off-Site Optimization

• On-Site Optimization
• Content Architecture
• Page title tags
• Headers
• Anchor text
• META keywords descriptions
• URL structure
• Internal linking
• 301 redirection
• Robots.txt

• Off-Site Optimization
• Linking Visibility
• External linking
• Articles
• Blogs

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Page Title Tag
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META Description META Keywords
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META Description META Keywords
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Headers
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ALT Text
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Optimized URL Structure
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Anchor Text
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Internal Linking
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Site Map
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301 Redirects

• 301 Redirects
• Use a server-side permanent redirect only, not a
  META refresh.
• PageRank (a value assigned by Google) for that
  particular page should still be maintained.
• Bookmarks/Favorites updated in Internet Explorer.
• Site Redesign Review creating implementing 301
  redirects before your new site goes live.

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Robots File

• Robots.txt File
• Text file that tells search engine robots
  visiting the web site which pages not to index.
  (Also gives competitors direction as to what
  youre hiding.)
• Found in the root directory of web site.
• Creating and implementing a robots.txt file
  what to restrict?
• Password protected areas
• Calendars
• Company documents/Legal info
• Terms of Use/Privacy Policy

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External Linking

• External Linking
• Quality vs. quantity.
• Inbound links one-way, reciprocal paid.
• Where to get links (Related sites within your
  industry).
• Links from .gov, .edu, domains better.

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Articles Blogs

• Articles
• Benefits of submitting articles.
• Where to submit articles?
• Articles that have been archived.
• PDFs.

• Blogs
• Blogs SEO.
• Benefits of creating submitting to a blog.
• Are blogs for everyone?
• RSS feeds.

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Ongoing Measurement Analysis

• Log File Analysis, Measurement Other Metrics
• Log file analysis
• Web site traffic (Unique visitors/sessions, not
  hits).
• Search-engine referred traffic.
• Entry exit pages.
• Pages viewed per visitor.
• Key phrase ranking reports
• Phrases ranking in search results.
• Inbound linking analysis
• Number of links from which web sites.
• Link popularity
• Competitor comparison analysis of link equity.

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Poor SEO Techniques

• Frames
• Search engines have difficulty navigating around
  frames.
• Flash/Flash Intros
• Difficult for search engines to read.
• Flash intro may prevent indexing of key web site
  content.

• Little or No Content
• No information for search engines to index.
• Hidden Text
• White text/white background.
• Common spamming technique.

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SEO Integration Into Online Marketing Strategies

• Online
• Web site.
• Online newsletter.
• Email.
• Online press releases.
• White papers.
• Blogs.

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SEO Integration Into Offline Marketing Strategies

• Offline
• Branding.
• Competitive analysis.
• New market opportunities.
• Streamline business processes.
• Public relations.
• Information for investors.

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Choosing an SEO Resource

• Research Prospective SEM Companies
• Check references who are their previous
  clients?
• Do they rank in the search results? Clients? Get
  examples!
• Get detailed information on SEO services.
• Have several options when choosing an SEO firm.
• Determine the Services Required
• Search Engine Optimization/paid placement or
  both?
• Consultant vs. large SEO
• Are they a fit for your company?
• Dont expect a guarantee for services.
• Pricing
• Packages
• Performance-based.
• Flat rate.
• Monthly installments plans.

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SEO Across your Organization

• SEO Affects an Entire Organization
• Web design programming.
• Public relations.
• Marketing.
• Supply Chain Management (SCM).
• Accounting.
• Management.
• SEO Involves Ongoing Change Adaptation
• Methodologies.
• Direction with partnerships, alliances,
  customers!
• Technology?

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Conclusion

• What to Know about SEO
• Begin all SEO initiatives with in-depth Internet
  market research.
• Know what areas of a web site are important to
  optimize.
• Understand that many off-site optimization
  activities are long-term.
• Ongoing measurement is key to determining
  success!
• Have basic understanding of poor SEO techniques
  what to watch out for.
• Elements of SEO can be integrated into other
  online offline marketing initiatives.
• Do research on prospective SEO firms understand
  how it will affect your business.

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QA
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SEMPO Sponsors / References
Sources Jupiter Research, ComScore, SEO
Roundtable
37
SEMPO, Inc. 401 Edgewater Place, Suite
600 Wakefield, Massachusetts 01880 781.876.8866 in
fo_at_sempo.org