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Sharing Search Engine Optimization (SEO) with our Friends Introduction Internet Marketing Overview SEO How it works Organic Search Marketing Closing Remarks Introduction

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Presentation Transcript

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  • Introduction

  • Internet Marketing Overview

  • SEO How it works

  • Organic Search Marketing

  • Closing Remarks


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Introduction

Jonathan Moser is the president and founder of finalsite and is responsible for the day to day operations. Since 1998, Mr. Moser has been bringing interactive web design and web software to leading independent schools and organizations around the world. finalsite currently serves over 250 independent schools and a total of nearly 800 schools and educational organizations around the world.


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Organic / Paid Search Marketing would like to get out of this presentation!

Email Marketing

4 Forms of Internet Marketing

3

1

2

Social Media

4


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Benefits of Internet Marketing would like to get out of this presentation!

  • Easy to measure effectiveness and track ROI

  • Easier to segment and target market

  • Niche marketing creates high ROI opportunities

  • Interactive opportunities – higher conversion rates


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E-mail Marketing would like to get out of this presentation!

E-Newsletter from Avon Old Farms Site. You can track who opened the e-mail plus check on what links we’re clicked the most.

  • Advertise Products & Services to Existing Client Base

  • Cost Effective Way to Advertise Online

  • Promote Website or your school

  • Automated Signup & Opt-Out Functionality


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Social Media would like to get out of this presentation!

  • Setup Accounts at your local Social Networking site

  • Push/Share News from your site with popular Social Media Sites

  • Links help SEO

  • Make sure you have a sustainable plan


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Paid Search Marketing / Sponsored Links would like to get out of this presentation!

  • Listed Within 15 Minutes

  • Listing Based On Bids

  • Larger Budget = More Traffic

  • Easily Geo-target Visitors


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Organic Search Engine Marketing would like to get out of this presentation!

  • Millions of Searches Done Every Day

  • Receives 80% Of Search Engine Clicks

  • Reaches Searchers Looking for Your School / Services

  • Reach Applicants Throughout The Entire Buying Cycle

Higher ROI Than Any Other

Form of Internet Marketing!


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Example: Top Rankings Drive Qualified Traffic would like to get out of this presentation!

Higher ROI Than Any Other

Form of Internet Marketing!

#7 Ranking: Independent School New York City

NYSAIS

#1 Paid Sponsored AD: NYC Christian Education


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SEO Before would like to get out of this presentation!

Higher ROI Than Any Other

Form of Internet Marketing!

Very Little Organic Rankings ExistedMinimal Organic TrafficLow ROI From Website Visibility


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SEO After would like to get out of this presentation!

  • Dramatically Increased Overall Visibility Obtained Over 162 Top Rankings Increased Website Visitors by 187.50% Google Traffic Increased Over 100% Increased ROI


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How search Engines Work would like to get out of this presentation!

  • Spiders (Bots)

  • Find you via links to your site (no need to submit)

  • They index (make a copy) of all your pages that they can find

  • They come back sometimes daily, definitely monthly to keep their indexes current

  • Robots can be kept off certain pages using your robots.txt file

  • Robots are like a regular web surfer, but they don’t hold cookies, no session variables

  • Most robots ignore javascript, and can’t see flash.

  • Search Engine Result Pages (SERPS)

  • Based on complex algorithm (mathematical formula)

  • We’ll review the basics of Google’s algorithm under inbound link development section

  • Goals of Search Engines

  • Accuracy & Relevancy

  • Speed

  • Make money while upholding integrity of their search results

  • Google Adwords, Yahoo’s Overture (pay per click) primary revenue sources.


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SEO Basics would like to get out of this presentation!

  • Keyword Research

  • Baseline Ranking Report

  • On-Page Optimization

  • SEO Copywriting


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Understanding Keyword Research would like to get out of this presentation!

  • Helps Define Targeted Search Phrases

  • Reaches Visitors Throughout The Buying Cycle

  • Phrases are Selected Based on

  • Conversion

  • Potential

  • Competition Level


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Example: Effective Keyword Research would like to get out of this presentation!

  • A Question On Every Potential Website Owners Mind

  • Highly Converting Search Term – Closer to the End of the Buying Cycle

  • Competitive Term With a High ROI


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Understanding On-Page Optimization would like to get out of this presentation!

  • Inclusion of Targeted Keywords Within the Website Source Code

  • Most Importantly

  • Title Tags

  • Meta Keywords & Descriptions

  • Image Alt Attributes


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Understanding On-Page Optimization would like to get out of this presentation!

  • Revising Copy to Include Targeted Keywords

  • Improves Website Relevancy For Targeted Phrases

  • Helps Increase Website Rankings

  • Additional Copy to Existing Pages


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Understanding On-Page Optimization would like to get out of this presentation!

  • List WebPages Available Within a Site

  • Contains Priority Of Page

  • Tells Engines When Pages Have Been Added

  • Replaces Manually Submitting Webpages

  • www.sitemap.org Standard


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Understanding Link Building would like to get out of this presentation!

  • When a Website Links to Your Site

  • Helps Increase Popularity to Your Site

  • Drives Traffic to Your Website

  • Helps Increase Search Engine Rankings


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