Sharing Search Engine Optimization (SEO) with our Friends - PowerPoint PPT Presentation

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  1. Sharing Search Engine Optimization (SEO) with our Friends

  2. Introduction • Internet Marketing Overview • SEO How it works • Organic Search Marketing • Closing Remarks

  3. 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.

  4. Take 5 minutes and talk to your neighbor about what you would like to get out of this presentation! • Be Social.

  5. Organic / Paid Search Marketing Email Marketing 4 Forms of Internet Marketing 3 1 2 Social Media 4

  6. Benefits of Internet Marketing • Easy to measure effectiveness and track ROI • Easier to segment and target market • Niche marketing creates high ROI opportunities • Interactive opportunities – higher conversion rates

  7. E-mail Marketing 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

  8. Social Media • 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

  9. Paid Search Marketing / Sponsored Links • Listed Within 15 Minutes • Listing Based On Bids • Larger Budget = More Traffic • Easily Geo-target Visitors

  10. Organic Search Engine Marketing • 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!

  11. Example: Top Rankings Drive Qualified Traffic Higher ROI Than Any Other Form of Internet Marketing! #7 Ranking: Independent School New York City NYSAIS #1 Paid Sponsored AD: NYC Christian Education

  12. SEO Before Higher ROI Than Any Other Form of Internet Marketing! Very Little Organic Rankings ExistedMinimal Organic TrafficLow ROI From Website Visibility

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

  14. How search Engines Work • 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.

  15. SEO Basics • Keyword Research • Baseline Ranking Report • On-Page Optimization • SEO Copywriting

  16. Understanding Keyword Research • Helps Define Targeted Search Phrases • Reaches Visitors Throughout The Buying Cycle • Phrases are Selected Based on • Conversion • Potential • Competition Level

  17. Example: Effective Keyword Research • 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

  18. Understanding On-Page Optimization • Inclusion of Targeted Keywords Within the Website Source Code • Most Importantly • Title Tags • Meta Keywords & Descriptions • Image Alt Attributes

  19. Understanding On-Page Optimization • Revising Copy to Include Targeted Keywords • Improves Website Relevancy For Targeted Phrases • Helps Increase Website Rankings • Additional Copy to Existing Pages

  20. Understanding On-Page Optimization • 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

  21. Understanding Link Building • When a Website Links to Your Site • Helps Increase Popularity to Your Site • Drives Traffic to Your Website • Helps Increase Search Engine Rankings

  22. Sharing Search Engine Optimization (SEO) with our Friends • www.finalsitesocial.com