Presented by Darcy Knapp, MBA SEO Web Mechanics · Click Through Rate (CTR) Quality Score of Landing Page: (QS) Offer Relevancy Stop Dog From Digging Out Safe Underground Electric

Presented by Darcy Knapp, MBA SEO Web Mechanics

Search Engines are #1 Way to be Found

85-90% Of on-line traffic begins at a search engine!

33% of Internet Users Believe Companies Found in Top Search

Results Must Be a Major Brand -- Indicating That Top Rankings Transmit Brand Equity -- iProspect, the Original(TM)

To gain their business. . . .

they have to be able to find yours!


Websites vs. URLs (Domains)

Search Engines Retrieve Websites – NOT URLs!


Marketing Opportunity

The majority of businesses say they would use Search Engine Optimization with expert assistance.

In actuality, less than 25% invest in SEO/SEM marketing.

Yet more than 70% of the population is using search!

Fish where the Fish are!


Site Goals – Your online Strategy!

What are your Top Goals?

Does your site meet customer expectations?

Search Engine Expectations?


http://www.istockphoto.com/stock-photo-2477861-shake-on-it.php

Directories??

Do you advertise in a phone book?

What lesson can we learn from the Yellow Pages?



Search Evolution

Maps

Images

Text

Blogs

Wikis

Video

Reviews

Personalized Search


Popularity of Search Engines

Google

Yahoo

MSN/Live/Bin

g

AOL

Ask.com

My Web

Comcast

Yellow Pages

NexTag

Search Engines: Google Dominates

~340M Searches Daily/US

#1.5 Trillion Google

Searches Globally in

the last 12 months


How Search Engine Spiders Work

Spider-Bot Fetches ALL Content to add to the Search Engine index

Home Page


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http://images.google.com/imgres?imgurl=http://www.idevspot.com/images/PNG-Web-page.png-256x256.png&imgrefurl=http://www.idevspot.com/partners.php&usg=__Q9P5kYQ7oQvZW6ju5ItXEVdbMAU=&h=256&w=256&sz=58&hl=en&start=1&um=1&tbnid=C_C0agTNIR-bSM:&tbnh=111&tbnw=111&prev=/images?q=website+page+icon&hl=en&rlz=1T4GGLL_enUS346&um=1

http://images.google.com/imgres?imgurl=http://www.idevspot.com/images/PNG-Web-page.png-256x256.png&imgrefurl=http://www.idevspot.com/partners.php&usg=__Q9P5kYQ7oQvZW6ju5ItXEVdbMAU=&h=256&w=256&sz=58&hl=en&start=1&um=1&tbnid=C_C0agTNIR-bSM:&tbnh=111&tbnw=111&prev=/images?q=website+page+icon&hl=en&rlz=1T4GGLL_enUS346&um=1

Spiders & Rankings


A spider is a web-bot, a computer program launched by a parent search engines to read the internet’s content.

Spiders “crawl” every site and follow all Links and index every web page they can find.

Spiders “read” content and return the data to their Search Engine for distribution in Search Results Pages.

The spiders sole mission in life is to “Fetch” new content!

Search Engine Results

Pay Per Click search results

SPONSORED RESULTS

Free - Organic - Natural search results

Directory/ Local


SPONSORED RESULTS

Keywords


Converting Keywords

Tier :3 Buying Phase * * * Ready to Buy Consumers * * *

Keywords: Dog Fence Installer

Tier 1: Research Terms <Researching Need Fulfillment Options> Keywords: Fence

Tier 2: Shopping Terms <Thinking about Purchasing option> Keywords: Fence Installer


Local Search Converts

Total Results

~85% of Consumers will click only on Natural Search~

Top 3 Rankings


Google Places

Identifying Keywords

Traffic – Is there search on the Key Word/Phrase?

Competition – How many competitors are seeking rank?

Relevancy – Does the offer meet audience needs?

For Local or Geo-Targeted Search Location can be the ultimate key word.


Put Your Key Words to Work

Organic Search

Social Search


Pay Per Click (not Paper Clip!)

Paper Clip

Pay Per Click


http://images.google.com/imgres?imgurl=http://www.gabbr.com/tradeup/img/197_paperclip1.jpg&imgrefurl=http://drslumlord.blogspot.com/2007/12/paper-clips.html&usg=__AXGRj5brwi0zLPHeg2_t3dUR4fE=&h=825&w=1289&sz=244&hl=en&start=12&um=1&tbnid=hKDzjiNN1muDCM:&tbnh=96&tbnw=150&prev=/images?q=paper+clip&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRE_en&sa=N&um=1

Pay Per Click Advertising Placement and Criteria:

Auction Environment: Bid price

Click Through Rate (CTR)

Quality Score of Landing Page: (QS)

Offer Relevancy

Stop Dog From Digging Out www.DogGuard.com Safe Underground Electric Fencing Keep Houdini Dog at Home Instead

Line 1: Title Line

Line 2: Display URL

Line 3: Description

Line 4: Description


What is Search Engine Optimization

Search Engine Optimization (SEO) is the process of improving your website structure, content and in-links; resulting in higher placement on the Search

Result Pages (SRP).

SEO can target different kinds of search: Local, Regional, Image Based, Industry Specific Verticals, Service Targeted, Product Driven or

Content Specific.


Optimization: Why Bother?

1st Position = 56% of Organic Search Traffic

2nd = 13% 3rd = 10% 4th = 4% 5th = 5% 6th = 3% 7th = 2% 8th = 3% 9th = 2% 10th = 3%


Getting Found:

Good Search Engine Optimization

Finds that special balance between

Content and Links

Creating that perfect Marriage!

Page Rank wins over Content

Links drive Page Rank

More Links=More Visibility


Links Come from a Variety of Sources

One Way Links: Inbound links from relevant sites

Directory Links: Inbound links from Directories

Web 2.0: Great blog postings drive links

Web Articles & News Releases

Online Directories

Social Media Sites

Blogs

Websites


A Solid Foundation for Optimization:

•Does it sell?

•Content Rich

•Inbound Links

•Text Navigation

•Unique Values

•Updated Often

•Limited Flash

•Key Word Filled

•User Friendly

•Correct Tags


The Steps to Optimization:

1. Research Profitable Keywords

2. Optimize On-Site Content

3. Build Tons of In-Bound Links

4. Review Results

5. Do it all over again!


Social Media

Google

Blog ~ Strategy

My Space

YouTube

Facebook

LinkedIn

Twitter

Flickr

Naymz

Konnects

Classmates

Employment Sites

Review Sites


Your Blog or Theirs?


Blog Strategy


Monitoring a blog

HR policy for business blogging

(www.hrlearningcenter.com)

Account Ownership & Control

Outsourcing Opportunities

Value of a Blog for Search

The Power of YouTube

The #2 Search Engine


You Need to Be HERE

If facebook were a country it would have the

3rd largest population on the planet! ~Facebook is growing exponentially –announced 1 Billion users (Jan 2012)~


Facebook in the USA


Facebook Business Pages


Payvment.com


Now Consumers can purchase your items on Facebook or buy directly via the Payvement Website!

Facebook & Visibility


Why Facebook?

Get in front of your next customer

Meet/Greet and Friend them

Provide helpful information

Sell Your Products/Services

Small budgets go a long way

Do not miss your opportunity


LinkedIn: Your Profile & Biz Page


Connect

Network

Share information

Write Reviews

Join Groups

Answer Questions

Create Biz Page

Promote your Biz

LinkedIn Biz Page (free)


Do you Twitter ?

January 2011

December 2011

140 Million Tweets/Day 50 Million Tweets/Day


Twitter

Less than 13% of all Online Adults use Twitter

80% of Tweets are off site

Updated 24/7 from ANYWHERE

How fast can a bad experience become public?

In an instant TWITTER!!


Twitter Profile Page


Twitter

Actively used by 18% adults 18-29

Actively used by 14% adults 30-49

Actively used by 8% adults 50-64 Actively used by 6% adults 65+

Who is your target Audience??


Pinterest


Hootsuite.com – Your Best Friend!


End Goal: Organic Placement


Social Media

78% of consumers trust peer

recommendations

Only 14% trust advertisements

Only 18% of traditional TV

campaigns generate a positive ROI


http://www.ecomphenom.com/wp-content/uploads/social.jpg

Social Media

What is the impact on your business today?

Every business is different . . .

You need a Social Media Plan to Succeed!

Lack of presence will create opportunity

(for your competitors!!)


Are You Ready?

Please schedule your consultation today!

Darcy Knapp, MBA, President & Chief SEO Web Mechanic

A division of Darcy Knapp Consulting, Inc.

Cell/Office: 518.366.1707

eMail: [email protected]

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www.facebook.com/SEOWebMechanics www.facebook.com/CreateBusinessPages

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Presented by Darcy Knapp, MBA SEO Web Mechanics · Click Through Rate (CTR) Quality Score of Landing Page: (QS) Offer Relevancy Stop Dog From Digging Out Safe Underground Electric