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Search Engine Optimization and Search Engine Marketing

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  1. Search Engine Optimizationand Search Engine Marketing David Tinker, CFRE MISST, INFR608 September 4, 2009

  2. What We’ll Go Over • Need • Terminology • How a Search Engine Ranks a Web Page • Current ACHIEVA Web Page Statistics • How People Search for ACHIEVA On-Line • Our Rankings • Tools • Plan of Action

  3. Need • Search Rank impacts • Revenue • Brand • Relevance • Above the scroll • Allows people who really need us to find us

  4. Terminology • Search Engine Optimization – SEO • Keywords • Back Links • Site Maps • Black Hat / White Hat SEO • Organic SEO

  5. Terminology • Search Engine Marketing SEM • Pay Per Click (PPC) • Banner Ads • Sponsored Search Results

  6. How a Search Engine Ranks A Webpage • Crawls Website for • Keywords • Meta Tags • Site Map • Crawls Internet for • Back Links • Social Media • Relevance • Paid Content • Paid Links • Paid Banner Ads

  7. Current ACHIEVA Website Stats

  8. Current ACHIEVA Website Stats

  9. Which Search Engines People Use Source Hitwise 8/09, AWStats 9/09

  10. Top 10 Terms People Use to Find Us

  11. Rank in Google

  12. Rank in Yahoo

  13. Rank in Bing

  14. Rank in Ask.com

  15. Rank in AOL

  16. Tools • Current • AWStats • Check Manually • Recommended • AWStats • SEOmoz –Free & $129/mo. • SEOTools - Free & $150/mo.

  17. Plan of Action • Study baseline information collected • Identify keywords • Indentify ways to get back links • Learn SEO tools • Create budget for SEM • Implement SEO changes, purchase SEM ads • Monitor our results vs. competitor rankings

  18. ROI • Each new referral for program can equal thousands of dollars. • E.g. Each Early Intervention child gained can equal several thousand dollars. • Potential to support child and family throughout their life can equal tens if not hundreds of thousands of dollars. • Increase in vocational sales and services will add jobs for people with disabilities. • Reaching more people fulfills our mission to provide lifetime services for people with disabilities.

  19. Conclusion • There is a definite need for SEO and SEM. • It is an ongoing effort. • Search engines continue to improve the relevancy and speed of their results , requiring regular updating of agency site. • Tools are helpful. • ACHIEVA web page is behind the curve. • The ROI will increase finances and people served. • ACHIEVA should invest manpower and money in it.