Business Education Workshop: Beyond Rankings-Generating Leads with SEO

Business Education Workshop: Beyond Rankings-Generating Leads with SEO

• 1.
  Beyond Search EngineRankings: Generating Leads With SEO
• 2.
  Why Google DoesWhat it Does • In the beginning, there was paper… • Page and Brin – What were they up to? • Rolling updates • The Google Slap(s) • Mixed Results • The Terrible Pandas and Penguins
• 3.
  The Keyword BuyingCycle • How do you search? – Research: “shoes” – Shopping: “running shoes” – Buying: “Asics Gel Keyano 17” • Who are your real competitors? – KEI and what it means – Keyword selection
• 4.
  Which Search Engine ShouldYou Focus On?
• 5.
  The Simple Secretof SEO A GREAT Search Term An Optimized Page The RIGHT Backlinks
• 6.
  Use Google KeywordData
• 7.
  Advanced Keyword Tools
• 8.
  Spiders • Search Enginedoes a fetch on a specific URL • Examines each key on-page elements: title, meta description, meta keyword, Header, body copy, ALT text •Links are gathered and put into queue – act of “crawling” •Pass through spam scrubber •Data added to database – page has been “indexed”
• 9.
  What Do SpidersSee?
• 10.
  What Do PeopleSee?
• 11.
  The On-Page Checklist HowMany Items On The List Are You Doing? • Title • Description • Header • Body • ALT • All The Rest!
• 12.
  The Link Footprint Digg StumbleUpon Delicious Diigo Facebook PRWeb Reddit Major News Aggregators Twitter Pinterest LinkedIn Associated Press  Media Digests RSS Feed  FriendFeed Social Bookmarks 100’s of News Sites Tumblr BuzzFeed.com Blogengage.com Build Mini-Sites  Gather.com Weebly.com Technorati.com Wordpress.com Syndicate Posting  bloggernews.net Webs.com businessknowhow.com
• 13.
  Press Releases forSEO Press Releases are one of the most important SEO tools there is. • Links from a Press Release are important “votes” to build link popularity • News aggregation sites use Press Releases for content • Bloggers use Press Releases as primary sources • Don’t underestimate the PR Value
• 14.
  Measuring Your Results •Analytics will tell you everything •Article and Press Release services will provide data •Decide on your Key Performance Indicators (KPI's) •Trend, Trend and Trend
• 15.
  Your Conversions • Trackyour calls • Track your web leads • Track your keywords • Make decisions
• 16.
  Conversion Tracking
• 17.
  Key Take-Aways • Understandand identify profitable keywords • Know how to optimize a web page for search engines • Understand how backlinks aid in search engine rankings • Format and structure the perfect press release for distribution • Understand Customer Value, ROI and Conversion Rate • Track and measure results
• 18.
  Questions?