masters of marketing - basics of search engine optimization

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Masters of Marketing Basics of Search Engine Optimization

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Masters of Marketing presentation discussing the basics of Search Engine Optimization, part of a weekly webinar from Insurance Technologies Corporation, www.GetITC.com.

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Page 1: Masters of Marketing - Basics of Search Engine Optimization

Masters of Marketing

Basics of Search Engine Optimization

Page 2: Masters of Marketing - Basics of Search Engine Optimization

What is Search Engine Optimization?

Search Engine Optimization (SEO) is the process of optimizing a website so that search engines can find and rank that website for a particular set of keyword phrases.

This process is comprised of two main components:• On-site optimization• Off-site optimization

Page 3: Masters of Marketing - Basics of Search Engine Optimization

Why Search Engine Optimization?72% of customers search for insurance online, and 38.8 million quotes were submitted online in 2009.

95% search engine traffic comes from the first page of results.32% of users click through on the second page of results.7% of users click through on page three.

57% of Internet users search the web every day.46% of daily searches are for info on products or services.20% of monthly Google searches are for local businesses.

70% of the links search users click on are organic –not paid.

Page 4: Masters of Marketing - Basics of Search Engine Optimization

On-site Optimization

This is development of your own website:• Meta tags (title, description, keyword* tags)• Homepage elements (H1 header tags, bolded keywords, keyword

density)• Website structure (robots.txt file, XML sitemap, customized URLs)• Fresh Content

Page 5: Masters of Marketing - Basics of Search Engine Optimization

How to Choose Keywords

Ideally 3 – 4 words in a phrase Must not be too broad or too specific Includes the word insurance Includes a geo-target Consider your competition

Page 6: Masters of Marketing - Basics of Search Engine Optimization

Off-site Optimization• This involves a link-building strategy where a large number of

links from high quality websites links back to the agent’s website. • Also known as inbound links, inlinks or backlinks.• Get them from business listings, social networking sites and

blogs.

Warning• Be wary of paid links, directories, link farms. Google will ban your

website if you participate in these.

Page 7: Masters of Marketing - Basics of Search Engine Optimization

Search Engines What are the three main search engines?

66%15%

14%5% Market Share

GoogleBingYahooOther

Source: ComScore, February 2012

Page 8: Masters of Marketing - Basics of Search Engine Optimization

How to Rank Highly

• Pay attention to both components of SEO, on-site and off-site optimization.

• Be wary of SEO companies promising the #1 position in Google, because they might be using Black Hat techniques.

Page 9: Masters of Marketing - Basics of Search Engine Optimization

1. Research and decided on keywords. 2. Add those keywords to your website.3. Build backlinks. 4. Content is King. 5. Consistency is Key. 6. Set realistic expectations.

How to Rank Highly (cont.)

Page 10: Masters of Marketing - Basics of Search Engine Optimization

Tools to Help with SEO

Google AnalyticsGoogle Webmaster ToolsGoogle AdwordsGoogle ToolbarBing Webmaster ToolsSEOBook Toolbar

Page 11: Masters of Marketing - Basics of Search Engine Optimization

Benchmarking

Track your website leads and SEO campaign.Test keywords.

Page 12: Masters of Marketing - Basics of Search Engine Optimization

In Conclusion

Darmini Kara [email protected] www.GetITC.com

SEO takes time and effort, but with consistency and reasonable expectations, a high rate of return can be

achieved.

Get more SEO tips at our blog http://iwbseotips.blogspot.com

Thank You