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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


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


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.

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

Organic / Paid Search Marketing

Email Marketing

4 Forms of Internet Marketing




Social Media



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

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

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

Paid Search Marketing / Sponsored Links

  • Listed Within 15 Minutes
  • Listing Based On Bids
  • Larger Budget = More Traffic
  • Easily Geo-target Visitors

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!


Example: Top Rankings Drive Qualified Traffic

Higher ROI Than Any Other

Form of Internet Marketing!

#7 Ranking: Independent School New York City


#1 Paid Sponsored AD: NYC Christian Education


SEO Before

Higher ROI Than Any Other

Form of Internet Marketing!

Very Little Organic Rankings ExistedMinimal Organic TrafficLow ROI From Website Visibility


SEO After

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

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.

SEO Basics

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

Understanding Keyword Research

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

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

Understanding On-Page Optimization

  • Inclusion of Targeted Keywords Within the Website Source Code
  • Most Importantly
  • Title Tags
  • Meta Keywords & Descriptions
  • Image Alt Attributes

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

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
  • Standard

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