Sharing Search Engine Optimization (SEO) with

our Friends

Sharing Search Engine Optimization (SEO) with

our Friends

Introduction

Internet Marketing Overview

SEO How it works

Organic Search Marketing

Closing Remarks

Jonathan Moser is the president and Jonathan Moser is the president and founder of finalsite and is responsible for the founder of finalsite and is responsible for the day to day operations. Since 1998, Mr. Moser day to day operations. Since 1998, Mr. Moser has been bringing interactive web design and has been bringing interactive web design and web software to leading independent schools web software to leading independent schools and organizations around the world. finalsite and organizations around the world. finalsite currently serves over 250 independent currently serves over 250 independent schools and a total of nearly 800 schools and schools and a total of nearly 800 schools and educational organizations around the world.educational organizations around the world.

IntroductionIntroductionIntroductionIntroduction

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

Be Social.

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

Be Social.

4 Forms of 4 Forms of Internet MarketingInternet Marketing

4 Forms of 4 Forms of Internet MarketingInternet Marketing

Email MarketingEmail Marketing

Organic / Paid Search MarketingSocial Media11 22

44

33

Benefits of Benefits of Internet MarketingInternet Marketing

Benefits of Benefits of Internet MarketingInternet Marketing

•Easy to measure effectiveness and Easy to measure effectiveness and track ROItrack ROI

•Easier to segment and target marketEasier to segment and target market

•Niche marketing creates high ROI Niche marketing creates high ROI opportunitiesopportunities

•Interactive opportunities – higher Interactive opportunities – higher conversion ratesconversion rates

•Easy to measure effectiveness and Easy to measure effectiveness and track ROItrack ROI

•Easier to segment and target marketEasier to segment and target market

•Niche marketing creates high ROI Niche marketing creates high ROI opportunitiesopportunities

•Interactive opportunities – higher Interactive opportunities – higher conversion ratesconversion rates

E-mail MarketingE-mail MarketingE-mail MarketingE-mail Marketing

•Advertise Products & Services to Existing Client Base

•Cost Effective Way to Advertise Online

•Promote Website or your school

•Automated Signup & Opt-Out Functionality

•Advertise Products & Services to Existing Client Base

•Cost Effective Way to Advertise Online

•Promote Website or your school

•Automated Signup & Opt-Out Functionality

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.

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.

Social MediaSocial 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

•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

Paid Search Marketing / Sponsored Links

•Listed Within 15 Minutes

•Listing Based On Bids

•Larger Budget = More Traffic

•Easily Geo-target Visitors

•Listed Within 15 Minutes

•Listing Based On Bids

•Larger Budget = More Traffic

•Easily Geo-target Visitors

Organic Search Engine Marketing

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

•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 Example: Top Rankings Drive Qualified TrafficDrive Qualified TrafficExample: Top Rankings Example: Top Rankings Drive Qualified TrafficDrive Qualified Traffic

#7 Ranking: #7 Ranking: Independent School New Independent School New

York City York City NYSAISNYSAIS

#1 Paid Sponsored AD: #1 Paid Sponsored AD: NYC Christian EducationNYC Christian Education

#7 Ranking: #7 Ranking: Independent School New Independent School New

York City York City NYSAISNYSAIS

#1 Paid Sponsored AD: #1 Paid Sponsored AD: NYC Christian EducationNYC Christian Education

Higher ROI Than Any Other Form of Internet Marketing!

SEO BeforeSEO BeforeSEO BeforeSEO Before

Very Little Organic Rankings Very Little Organic Rankings ExistedMinimal Organic TrafficLow ExistedMinimal Organic TrafficLow ROI From Website VisibilityROI From Website Visibility

Very Little Organic Rankings Very Little Organic Rankings ExistedMinimal Organic TrafficLow ExistedMinimal Organic TrafficLow ROI From Website VisibilityROI From Website Visibility

Higher ROI Than Any Other Form of Internet Marketing!

SEO AfterSEO AfterSEO AfterSEO After

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

• 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 WorkHow search Engines WorkHow search Engines WorkHow 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.

• 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 BasicsSEO BasicsSEO BasicsSEO Basics

•Keyword Research

•Baseline Ranking Report

•On-Page Optimization

•SEO Copywriting

•Keyword Research

•Baseline Ranking Report

•On-Page Optimization

•SEO Copywriting

Understanding Keyword ResearchUnderstanding Keyword ResearchUnderstanding Keyword ResearchUnderstanding Keyword Research

•Helps Define Targeted Search Phrases

•Reaches Visitors Throughout The Buying Cycle

•Phrases are Selected Based on

•Conversion

•Potential

•Competition Level

•Helps Define Targeted Search Phrases

•Reaches Visitors Throughout The Buying Cycle

•Phrases are Selected Based on

•Conversion

•Potential

•Competition Level

Example: Effective Keyword Example: Effective Keyword ResearchResearchExample: Effective Keyword Example: Effective Keyword ResearchResearch

•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

•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 Understanding On-Page OptimizationOptimizationUnderstanding On-Page Understanding On-Page OptimizationOptimization

•Inclusion of Targeted Keywords Within the Website Source Code

•Most Importantly

•Title Tags

•Meta Keywords & Descriptions

•Image Alt Attributes

•Inclusion of Targeted Keywords Within the Website Source Code

•Most Importantly

•Title Tags

•Meta Keywords & Descriptions

•Image Alt Attributes

Understanding On-Page Understanding On-Page OptimizationOptimizationUnderstanding On-Page Understanding On-Page OptimizationOptimization

•Revising Copy to Include Targeted Keywords

•Improves Website Relevancy For Targeted Phrases

•Helps Increase Website Rankings

•Additional Copy to Existing Pages

•Revising Copy to Include Targeted Keywords

•Improves Website Relevancy For Targeted Phrases

•Helps Increase Website Rankings

•Additional Copy to Existing Pages

Understanding On-Page Understanding On-Page OptimizationOptimizationUnderstanding On-Page Understanding On-Page OptimizationOptimization

•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

•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

Understanding Link BuildingUnderstanding Link BuildingUnderstanding Link BuildingUnderstanding 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

•When a Website Links to Your Site

•Helps Increase Popularity to Your Site

•Drives Traffic to Your Website

•Helps Increase Search Engine Rankings

Sharing Search Engine Optimization (SEO) with

our Friendswww.finalsitesocial.com

Sharing Search Engine Optimization (SEO) with

our Friendswww.finalsitesocial.com