E-Marketing 101: Driving Traffic to Your Website (SEO) Presented by: Andy Harrover Matrix Computer Consulting 703-368-2553 Andy@matrixcc.net www.matrixcc.net
Some Basics • What is a Search Engine? • Google • Yahoo • Search Engines are usually the most important part of any web strategy • Search Engines “like” certain things • Objective is Visibility • Not useful if it can’t be found
But first, a warning • Patience • No guarantees • Be wary of frauds • Be flexible
Parts build the whole • Search engine submission • Directories • Web Site optimization • Organic Links • Content • Pay per click • Vigilance
Content • Complete story online • Use relevant, well-written content • Keep content fresh • Provide content to others
Search Engine Submission Q: I’ve received an ad that promises to submit my website to 200 search engines for $50. Should I do it?
Search Engine Submission A: Burn your money before you spend it on this service. Search Engines are now sufficiently sophisticated that they do not need much help in finding new websites. If it makes you feel better you can submit your website to Google and Yahoo! the day it is ready but, as often as not, they will find it shortly after it goes online.
Directories • Different from Search Engine • Human-maintained • Generally effective • Both free and pay listings
Web Site Optimization • Search Engines “like” certain things • Keywords • Keyword “density” • Keywords and Body Text matches • Search Engines “dislike” other things • Flash • Media • Graphics
Organic Links • Visibility matters • Who will link to you • Link to others • Print/web media
Paid Advertising • Most common is pay-per-click • Incredibly effective if well structured • Requires monitoring • Google, Yahoo are most common
Vigilance • Competition evolves • Search engines like fresh content • Search patterns change • Strategy needs fine-tuning depending on results
Conclusion • SEO and related tools are important to you if your website is important to your business • You can do some SEO yourself but results will vary • Plan carefully and be patient