Presented by Darcy Knapp, MBA SEO Web Mechanics · Click Through Rate (CTR) Quality Score of...
Transcript of Presented by Darcy Knapp, MBA SEO Web Mechanics · Click Through Rate (CTR) Quality Score of...
Presented by Darcy Knapp, MBA SEO Web Mechanics
Search Engines are #1 Way to be Found
85-90% Of on-line traffic begins at a search engine!
33% of Internet Users Believe Companies Found in Top Search
Results Must Be a Major Brand -- Indicating That Top Rankings Transmit Brand Equity -- iProspect, the Original(TM)
To gain their business. . . .
they have to be able to find yours!
Presented by Darcy Knapp, MBA SEO Web Mechanics
Websites vs. URLs (Domains)
Search Engines Retrieve Websites – NOT URLs!
Presented by Darcy Knapp, MBA SEO Web Mechanics
Marketing Opportunity
The majority of businesses say they would use Search Engine Optimization with expert assistance.
In actuality, less than 25% invest in SEO/SEM marketing.
Yet more than 70% of the population is using search!
Fish where the Fish are!
Presented by Darcy Knapp, MBA SEO Web Mechanics
Site Goals – Your online Strategy!
What are your Top Goals?
Does your site meet customer expectations?
Search Engine Expectations?
Presented by Darcy Knapp, MBA SEO Web Mechanics
Directories??
Do you advertise in a phone book?
What lesson can we learn from the Yellow Pages?
Presented by Darcy Knapp, MBA SEO Web Mechanics
Presented by Darcy Knapp, MBA SEO Web Mechanics
Search Evolution
Maps
Images
Text
Blogs
Wikis
Video
Reviews
Personalized Search
Presented by Darcy Knapp, MBA SEO Web Mechanics
Popularity of Search Engines
Yahoo
MSN/Live/Bin
g
AOL
Ask.com
My Web
Comcast
Yellow Pages
NexTag
Search Engines: Google Dominates
~340M Searches Daily/US
#1.5 Trillion Google
Searches Globally in
the last 12 months
Presented by Darcy Knapp, MBA SEO Web Mechanics
How Search Engine Spiders Work
Spider-Bot Fetches ALL Content to add to the Search Engine index
Home Page
Presented by Darcy Knapp, MBA SEO Web Mechanics
Spiders & Rankings
Presented by Darcy Knapp, MBA SEO Web Mechanics
A spider is a web-bot, a computer program launched by a parent search engines to read the internet’s content.
Spiders “crawl” every site and follow all Links and index every web page they can find.
Spiders “read” content and return the data to their Search Engine for distribution in Search Results Pages.
The spiders sole mission in life is to “Fetch” new content!
Search Engine Results
Pay Per Click search results
SPONSORED RESULTS
Free - Organic - Natural search results
Directory/ Local
Presented by Darcy Knapp, MBA SEO Web Mechanics
SPONSORED RESULTS
Keywords
Presented by Darcy Knapp, MBA SEO Web Mechanics
Converting Keywords
Tier :3 Buying Phase * * * Ready to Buy Consumers * * *
Keywords: Dog Fence Installer
Tier 1: Research Terms <Researching Need Fulfillment Options> Keywords: Fence
Tier 2: Shopping Terms <Thinking about Purchasing option> Keywords: Fence Installer
Presented by Darcy Knapp, MBA SEO Web Mechanics
Local Search Converts
Total Results
~85% of Consumers will click only on Natural Search~
Top 3 Rankings
Presented by Darcy Knapp, MBA SEO Web Mechanics
Google Places
Identifying Keywords
Traffic – Is there search on the Key Word/Phrase?
Competition – How many competitors are seeking rank?
Relevancy – Does the offer meet audience needs?
For Local or Geo-Targeted Search Location can be the ultimate key word.
Presented by Darcy Knapp, MBA SEO Web Mechanics
Put Your Key Words to Work
Organic Search
Social Search
Presented by Darcy Knapp, MBA SEO Web Mechanics
Pay Per Click (not Paper Clip!)
Paper Clip
Pay Per Click
Presented by Darcy Knapp, MBA SEO Web Mechanics
Pay Per Click Advertising Placement and Criteria:
Auction Environment: Bid price
Click Through Rate (CTR)
Quality Score of Landing Page: (QS)
Offer Relevancy
Stop Dog From Digging Out www.DogGuard.com Safe Underground Electric Fencing Keep Houdini Dog at Home Instead
Line 1: Title Line
Line 2: Display URL
Line 3: Description
Line 4: Description
Presented by Darcy Knapp, MBA SEO Web Mechanics
What is Search Engine Optimization
Search Engine Optimization (SEO) is the process of improving your website structure, content and in-links; resulting in higher placement on the Search
Result Pages (SRP).
SEO can target different kinds of search: Local, Regional, Image Based, Industry Specific Verticals, Service Targeted, Product Driven or
Content Specific.
Presented by Darcy Knapp, MBA SEO Web Mechanics
Optimization: Why Bother?
1st Position = 56% of Organic Search Traffic
2nd = 13% 3rd = 10% 4th = 4% 5th = 5% 6th = 3% 7th = 2% 8th = 3% 9th = 2% 10th = 3%
Presented by Darcy Knapp, MBA SEO Web Mechanics
Getting Found:
Good Search Engine Optimization
Finds that special balance between
Content and Links
Creating that perfect Marriage!
Page Rank wins over Content
Links drive Page Rank
More Links=More Visibility
Presented by Darcy Knapp, MBA SEO Web Mechanics
Links Come from a Variety of Sources
One Way Links: Inbound links from relevant sites
Directory Links: Inbound links from Directories
Web 2.0: Great blog postings drive links
Web Articles & News Releases
Online Directories
Social Media Sites
Blogs
Websites
Presented by Darcy Knapp, MBA SEO Web Mechanics
A Solid Foundation for Optimization:
•Does it sell?
•Content Rich
•Inbound Links
•Text Navigation
•Unique Values
•Updated Often
•Limited Flash
•Key Word Filled
•User Friendly
•Correct Tags
Presented by Darcy Knapp, MBA SEO Web Mechanics
The Steps to Optimization:
1. Research Profitable Keywords
2. Optimize On-Site Content
3. Build Tons of In-Bound Links
4. Review Results
5. Do it all over again!
Presented by Darcy Knapp, MBA SEO Web Mechanics
Social Media
Blog ~ Strategy
My Space
YouTube
Flickr
Naymz
Konnects
Classmates
Employment Sites
Review Sites
Presented by Darcy Knapp, MBA SEO Web Mechanics
Your Blog or Theirs?
Presented by Darcy Knapp, MBA SEO Web Mechanics
Blog Strategy
Presented by Darcy Knapp, MBA SEO Web Mechanics
Monitoring a blog
HR policy for business blogging
(www.hrlearningcenter.com)
Account Ownership & Control
Outsourcing Opportunities
Value of a Blog for Search
The Power of YouTube
The #2 Search Engine
Presented by Darcy Knapp, MBA SEO Web Mechanics
You Need to Be HERE
If facebook were a country it would have the
3rd largest population on the planet! ~Facebook is growing exponentially –announced 1 Billion users (Jan 2012)~
Presented by Darcy Knapp, MBA SEO Web Mechanics
Facebook in the USA
Presented by Darcy Knapp, MBA SEO Web Mechanics
Facebook Business Pages
Presented by Darcy Knapp, MBA SEO Web Mechanics
Payvment.com
Presented by Darcy Knapp, MBA SEO Web Mechanics
Now Consumers can purchase your items on Facebook or buy directly via the Payvement Website!
Facebook & Visibility
Presented by Darcy Knapp, MBA SEO Web Mechanics
Why Facebook?
Get in front of your next customer
Meet/Greet and Friend them
Provide helpful information
Sell Your Products/Services
Small budgets go a long way
Do not miss your opportunity
Presented by Darcy Knapp, MBA SEO Web Mechanics
LinkedIn: Your Profile & Biz Page
Presented by Darcy Knapp, MBA SEO Web Mechanics
Connect
Network
Share information
Write Reviews
Join Groups
Answer Questions
Create Biz Page
Promote your Biz
LinkedIn Biz Page (free)
Presented by Darcy Knapp, MBA SEO Web Mechanics
Do you Twitter ?
January 2011
December 2011
140 Million Tweets/Day 50 Million Tweets/Day
Presented by Darcy Knapp, MBA SEO Web Mechanics
Less than 13% of all Online Adults use Twitter
80% of Tweets are off site
Updated 24/7 from ANYWHERE
How fast can a bad experience become public?
In an instant TWITTER!!
Presented by Darcy Knapp, MBA SEO Web Mechanics
Twitter Profile Page
Presented by Darcy Knapp, MBA SEO Web Mechanics
Actively used by 18% adults 18-29
Actively used by 14% adults 30-49
Actively used by 8% adults 50-64 Actively used by 6% adults 65+
Who is your target Audience??
Presented by Darcy Knapp, MBA SEO Web Mechanics
Presented by Darcy Knapp, MBA SEO Web Mechanics
Hootsuite.com – Your Best Friend!
Presented by Darcy Knapp, MBA SEO Web Mechanics
End Goal: Organic Placement
Presented by Darcy Knapp, MBA SEO Web Mechanics
Social Media
78% of consumers trust peer
recommendations
Only 14% trust advertisements
Only 18% of traditional TV
campaigns generate a positive ROI
Presented by Darcy Knapp, MBA SEO Web Mechanics
Social Media
What is the impact on your business today?
Every business is different . . .
You need a Social Media Plan to Succeed!
Lack of presence will create opportunity
(for your competitors!!)
Presented by Darcy Knapp, MBA SEO Web Mechanics
Are You Ready?
Please schedule your consultation today!
Darcy Knapp, MBA, President & Chief SEO Web Mechanic
A division of Darcy Knapp Consulting, Inc.
Cell/Office: 518.366.1707
eMail: [email protected]
www.facebook.com/DarcyKnapp
www.facebook.com/DarcyKnappConsulting
www.facebook.com/SEOWebMechanics www.facebook.com/CreateBusinessPages
www.twitter.com/DarcyK56
www.linkedin.com/in/DarcyKnapp
Presented by Darcy Knapp, MBA SEO Web Mechanics