It's Not Just Paid Search! - Part Two The webinar will begin in 10 minutes. Presented By: Ken Jurina, President epiar

1. SEMPO It's Not Just Paid Search! - Part Two The webinar will begin in 10 minutes. Presented By: Ken Jurina, President www.epiar.com Audio Instructions:Toll number – 1-267-238-2480Toll-free number – 1-888-667-3101Participant Code – 16651471 Technical Support For Both Audio and Visual:1.800.820.8023 or 44 (0)870 001 7726 Search Engine Marketing Professional Organization

2. SEMPO It's Not Just Paid Search! - Part Two The webinar will begin in 5 minutes. Presented By: Ken Jurina, President www.epiar.com Audio Instructions:Toll number – 1-267-238-2480Toll-free number – 1-888-667-3101Participant Code – 16651471 Technical Support For Both Audio and Visual:1.800.820.8023 or 44 (0)870 001 7726 Search Engine Marketing Professional Organization

3. SEMPO It's Not Just Paid Search! - Part Two The webinar will begin momentarily. Presented By: Ken Jurina, President www.epiar.com Audio Instructions:Toll number – 1-267-238-2480Toll-free number – 1-888-667-3101Participant Code – 16651471 Technical Support For Both Audio and Visual:1.800.820.8023 or 44 (0)870 001 7726 Search Engine Marketing Professional Organization

4. SEMPO It's Not Just Paid Search! - Part Two 1. Technical Support For Both Audio and Visual:  1.800.820.8023 or 44 (0)870 001 77262. To participate in the following Q&A session, please send your question to the Host using the “chat” feature. Search Engine Marketing Professional Organization

5. Agenda • Review of Part One • Organic & Paid Search Engine Listings • Internet Market Research • On-Site & Off-Site Optimization • Ongoing Measurement & Analysis • Poor SEO Techniques • SEO Integration Into Online & Offline Marketing Strategies • Choosing an SEO Resource • SEO Across your Organization • Conclusion • Q&A 1. Technical Support For Both Audio and Visual:  1.800.820.8023 or 44 (0)870 001 77262. To participate in the following Q&A session, please send your question to the Host using the “chat” feature. Search Engine Marketing Professional Organization

6. Introduction: Presenter and Topic “It’s Not Just Paid Search: Part 2” Expanding on search engine marketing and optimization basics; importance of Internet market research; identifying SEO as a long-term process; and integrating it into other online and offline marketing efforts. Your Presenter: Ken Jurina President of Epiar Inc., Co-Chair of the SEMPO Marketing Committee & member of the Global Committee. www.epiar.com 1. Technical Support For Both Audio and Visual:  1.800.820.8023 or 44 (0)870 001 77262. To participate in the following Q&A session, please send your question to the Host using the “chat” feature. Search Engine Marketing Professional Organization

7. Review of Part One • Review: More Than Just Paid Search – Part One • What is SEO? • What does it involve? • Why is SEO important? • Benefits of SEO. • Potential problems with SEO. • Difference Between an Organic/Natural Listing & a Paid Listing • Visual placement on screen. • Percentage of traffic earned organic vs. paid. Search Engine Marketing Professional Organization

8. Google SERP Organic / Paid Listing Example Search Engine Marketing Professional Organization

9. Yahoo! SERP Organic / Paid Listing Example Search Engine Marketing Professional Organization

10. MSN SERP Organic / Paid Listing Example Search Engine Marketing Professional Organization

11. Online Market Research • Data Mine, Then Design • Keyword research • First and most important step when initiating any effective SEO strategies. • Profile the search behavior needs and wants of your target market. • Identifies actual phrases being searched. • Eliminates “best guess” approach to SEO. • Can identify other online & offline selling and advertising opportunities. • Products to sell. • Services to provide. • Geographic markets to tap. Search Engine Marketing Professional Organization

12. Speaking Your Customers’ Language Example: Alberta Hotel & Lodging Association (www.explorealberta.com) • Client Suggested Phrase: • “Hotels in Alberta” – Searched 3 times/day (5,370,000 competing sites). • Phrase Identified by Market Research: • “Alberta Hotels” – Searched 36 times/day (Ranked #1 - 6,010,000 sites). Search Engine Marketing Professional Organization

13. Client Suggested Phrases: Gold Plating Nickel Coating Conductive Fillers Thermal Spray Coating Phrases actually NOTBEING searched Phrases Identified by Internet Market Research: EMI Shielding RFI Solutions Radio Frequency Shielding Electromagnetic Interference Magnetic Shielding Popular phrases BEING searched Speaking Your Customers’ Language Search Engine Marketing Professional Organization

14. On-Site Optimization Content & Architecture: Page title tags Headers Anchor text META keywords & descriptions URL structure Internal linking 301 redirection Robots.txt Off-Site Optimization Linking & Visibility: External linking Articles Blogs On-Site & Off-Site Optimization Search Engine Marketing Professional Organization

15. Page Title Tag Search Engine Marketing Professional Organization

16. META Description & META Keywords Search Engine Marketing Professional Organization

17. META Description & META Keywords Search Engine Marketing Professional Organization

18. Headers Search Engine Marketing Professional Organization

19. ALT Text Search Engine Marketing Professional Organization

20. Optimized URL Structure Search Engine Marketing Professional Organization

21. Anchor Text Search Engine Marketing Professional Organization

22. Internal Linking Search Engine Marketing Professional Organization

23. Site Map Search Engine Marketing Professional Organization

24. 301 Redirects • 301 Redirects • Use a server-side permanent redirect only, not a META refresh. • PageRank (a value assigned by Google) for that particular page should still be maintained. • Bookmarks/Favorites updated in Internet Explorer. • Site Redesign: Review creating & implementing 301 redirects before your new site goes live. Search Engine Marketing Professional Organization

25. Robots File • Robots.txt File • Text file that tells search engine robots visiting the web site which pages not to index. (Also gives competitors direction as to what you’re hiding.) • Found in the root directory of web site. • Creating and implementing a robots.txt file – what to restrict? • Password protected areas • Calendars • Company documents/Legal info • Terms of Use/Privacy Policy Search Engine Marketing Professional Organization

26. External Linking • External Linking • Quality vs. quantity. • Inbound links: one-way, reciprocal & paid. • Where to get links (Related sites within your industry). • Links from .gov, .edu, domains better. Search Engine Marketing Professional Organization

27. Articles Benefits of submitting articles. Where to submit articles? Articles that have been archived. PDFs. Blogs Blogs & SEO. Benefits of creating & submitting to a blog. Are blogs for everyone? RSS feeds. Articles & Blogs Search Engine Marketing Professional Organization

28. Ongoing Measurement & Analysis • Log File Analysis, Measurement & Other Metrics • Log file analysis: • Web site traffic (Unique visitors/sessions, not hits). • Search-engine referred traffic. • Entry & exit pages. • Pages viewed per visitor. • Key phrase ranking reports: • Phrases ranking in search results. • Inbound linking analysis: • Number of links & from which web sites. • Link popularity: • Competitor comparison & analysis of link equity. Search Engine Marketing Professional Organization

29. Frames: Search engines have difficulty navigating around frames. Flash/Flash Intros: Difficult for search engines to read. Flash intro may prevent indexing of key web site content. Little or No Content: No information for search engines to index. Hidden Text: White text/white background. Common spamming technique. Poor SEO Techniques Search Engine Marketing Professional Organization

30. SEO Integration Into Online Marketing Strategies • Online: • Web site. • Online newsletter. • Email. • Online press releases. • White papers. • Blogs. Search Engine Marketing Professional Organization

31. SEO Integration Into Offline Marketing Strategies • Offline: • Branding. • Competitive analysis. • New market opportunities. • Streamline business processes. • Public relations. • Information for investors. Search Engine Marketing Professional Organization

32. Choosing an SEO Resource • Research Prospective SEM Companies: • Check references – who are their previous clients? • Do they rank in the search results? Clients? Get examples! • Get detailed information on SEO services. • Have several options when choosing an SEO firm. • Determine the Services Required: • Search Engine Optimization/paid placement or both? • Consultant vs. large SEO: • Are they a fit for your company? • Don’t expect a guarantee for services. • Pricing: • Packages: • Performance-based. • Flat rate. • Monthly installments plans. Search Engine Marketing Professional Organization

33. SEO Across your Organization • SEO Affects an Entire Organization: • Web design & programming. • Public relations. • Marketing. • Supply Chain Management (SCM). • Accounting. • Management. • SEO Involves Ongoing Change & Adaptation: • Methodologies. • Direction with partnerships, alliances, customers! • Technology? Search Engine Marketing Professional Organization

34. Conclusion • What to Know about SEO: • Begin all SEO initiatives with in-depth Internet market research. • Know what areas of a web site are important to optimize. • Understand that many off-site optimization activities are long-term. • Ongoing measurement is key to determining success! • Have basic understanding of poor SEO techniques & what to watch out for. • Elements of SEO can be integrated into other online & offline marketing initiatives. • Do research on prospective SEO firms & understand how it will affect your business. Search Engine Marketing Professional Organization

35. Q&A SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION

36. SEMPO Sponsors / References Sources: Jupiter Research, ComScore, SEO Roundtable Search Engine Marketing Professional Organization

37. SEMPO, Inc. 401 Edgewater Place, Suite 600 Wakefield, Massachusetts 01880 781.876.8866 info@sempo.org SEMPO Search Engine Marketing Professional Organization