Search Engine Optimization Are you Visible? Presented by Andrew Arenson www.e-ms.com www.verticalrail.com
Disciplines of Search Marketing SEO WSO SEM LMO SMO
What Is Search Optimization? Key Optimization Factors Keywords Body Content Meta Tags Refreshing Content Local Search Inbound links Social Media Factors Analytics & Measurement
Keywords The Goal: Find the most accurate keywords that describe your business, products and services. Make a list, prioritize based on clarity and accuracy, then incorporate common variations.
Keywords How to determine your business keywords Just answer these questions Who: Who are you? What: What is your business category? What do you do? What do you sell? Where: Where is your business located? What is your service area? Why: What makes you unique?
Body Content (Website Verbiage) The Goal: Utilize your business keywords and their logical permutations in the headlines, sub headlines and body content of your website. Write this content so that it sends a clear and powerful message to your audience.
Body Content (Website Verbiage) Example 1: Welcome to The Penny Ice Creamery where we make delicious ice cream completely from scratch in Downtown Santa Cruz! Check out the delicious ice cream flavors we have today. Voting is open for Best of Santa Cruz both in The Good Times and SC Weekly. Show your love for The Penny Ice Creamery by voting us Best Ice Cream Shop (we're also up for Best Dessert and Best New Business). Vote Good Times - Vote SC Weekly The Penny Ice Creamery is the only ice cream shop in Santa Cruz making small batches of delicious ice cream completely from scratch in house. The flavors change with the seasons, and feature locally farmed and organic ingredients.
Meta Tags Goal: Draft clear and concise Meta titles and Meta descriptions that address the message of each individual page of your website. Balance the title and description so that they complement one another and work harmoniously with the content on the page.
Meta Tags Example: <title>the Penny Ice Creamery - Organic Artisan Ice Cream in Downtown Santa Cruz, CA</title> <meta name="description" content="we make local, seasonal, organic ice cream fresh daily at our shop in Santa Cruz, CA" /> <meta name="keywords" content="ice cream, icecream, santa cruz, ice cream santa cruz, santa cruz ice cream, icecream santa cruz, santa cruz icecream, organic, organic ice cream, local, local ice cream, seasonal, seasonal ice cream, artisan, artisinal, artisan ice cream, artisinal ice cream, locavore, slow food, delicious, delicious ice cream, best ice cream, The Penny Ice, The Penny Ice Creamery" />
Goal: Refreshing Website Content Publish new content regularly to increase search engine rankings. Fresh content gives both consumers and search engines a reason to revisit your website. What purpose does it serve? 1. Search engines judge the merit of your website based on its freshness factor. Search engines equate fresh website content with active and important websites. 2. Creates a steady stream of new & relevant content for consumers who visit your website. 3. Gives search engines a reason to come back.
Local Search Goal: Have a presence in the Local search areas of Google Places, Yahoo Local and Bing Business Portal. What purpose does Local search serve? 1. Local search allows your business to have a valuable presence inside the local search / mapping functions of each of the major engines. 2. Local listings can be optimized to increase search presence. 3. Provides valuable information about your business.
Inbound Links Goal: Get as many credible, authentic & meaningful links to your website from other businesses, blogs, organizations, associations and individuals to increase your website s overall link popularity rating. Why? 1. Links are a vitally important ranking factor. 2. Links from popular /credible websites can deliver people interested in what you do.
Social Media Factors Goal: Participate in social media to increase your businesses overall visibility within search engines and user generated content websites. Why? 1. Social media will boost your business overall visibility. 2. Social media & user generated content websites can provide link credibility. 3. Social media is a consumer conduit. 4. Limitless possibilities. 5. No technical expertise required.
Social Media & User Generated Content Websites How? Blog / publish about topical subjects & events relevant to your business. Claim all listings in user generated content websites like Yelp, Insider Pages & City Search. Build a Facebook and or LinkedIn business page. Learn how to effectively use social media to promote your business.
Analytics & Measurement Goal: Use website analytics to measure the effectiveness of all of your marketing efforts. Why? Without analytics /statistics, you cannot see the cause and effect of your marketing efforts. Your primary analytics account will provide valuable information about the health of your website. Numbers don t lie. How? Google Analytics Facebook Insights (Tracks Facebook business page usage)
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