SEO from the Ground Up!
Jack RobertsPresident and CEO of Peak Positions
Search Engine OptimizationServices Overview
Peak Positions SEO | 400 E. Eighth St. | Traverse City, MI 49686
Tel: 231-922-9460 | www.peakpositions.com
Peak PositionsPartial Consumer Client Roster
Organic SEOThe Most Effective Form of Marketing
Maximizing Website Exposure on: Google, Yahoo and Bing
Secure Top Keyword Positions in Google on Senior Care, Products, & Services
Generating More Quality Search Traffic
Top 20 Search Engines
Proven SEO Services Designed to Maximize Exposure in the Major Search Engines.
“Robot Crawlers” or “Spiders” Use Algorithms To Determine Order of Search Results.
“Spiders” Favor HTML Text: Page Titles, Descriptions, Keywords, Content Relevancy & Links.
Related Keywords: Now Playing a Critical Role.
Traffic Volume by Search Engine
2014 Search Market Share:
Google – 70%
Yahoo – 18%
Bing – 12%
Search Engine-Spider Relationship Chart
Search Engine Type of Main Results
Provider ofMain Results
Paid Results
Directory &/orBackup Results
AllTheWeb
AOL Search
Ask Jeeves
Bing
Google AdWords
Open Directory
Yahoo
Crawler
Crawler
Crawler
Crawler
Crawler
Paid
Human
Crawler
AllTheWeb
LookSmart/Zeal
Open Directory
Yahoo / Bing
(Overture Owned)
Teoma(Ask Owned)
Yahoo
Yahoo
n/a
Yahoo
n/a
Open Directory
Inktomi
Inktomi
n/a
Yahoo / Inktomi
Open Directory
Open Directory
Backup from
Focus on The Big Three Spiders
The Big Three spiders power 97% of all keyword searches in North America.
Organic search results in the Big Three search engines are determined by three robot crawlers / spiders.
Search spiders favor html elements and text.
The Big Three spiders use similar core algorithms.
Optimize And They Will Come
94% of ALL internet sessions involve at least one keyword search.
Why Optimize?
86% of all new, unique website visitors are delivered to a website for the first time by a major search engine or search directory.
Searching continues to be the second most popular online activity, second to e-mail communication in terms of popularity.
The Two Most Popular FormsOf Search Marketing:
Search Engine Optimization (SEO)Search Engine Optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines
via "natural" or un-paid ("organic" or "algorithmic") search results.
Search Engine Marketing (SEM)Search Engine Marketing (SEM) is keyword advertising, sponsored listings, pay per click (PPC) or paid inclusion.
Google AdWords PPCSponsored Ads: SEM
Organic Search Results
Clicked 7 Times More Than Paid Ads
Senior Care & Elder Care Popular Search Categories
More Seniors Using The Internet
59% of Adults Ages 65+ Use the Internet
71% Go Online Every Day
Seniors Online Activity
75% Use Email
58% Search For Goods & Services
53% Research Health Information
Senior Internet Use By Age & Income
PewInternet.org – Sept. 2013
Adult Children Play Key Role
Among Seniors Who Go Online, 56% Need Help if They Want to
Take Action & Convert
Adult Children: Submit Contact Forms Schedule Appointments Locate Vendors Make Purchases Serve as Coordinators Educate & Inform
GSN AdWords CampaignsHome Modification Campaign
Keywords: Senior Home Modification, Wheelchair Ramps, Universal Home Design
In-Home Care Campaign
Keywords: In-Home Care, Companion Care, Senior Home Healthcare
Medical Supplies & Equipment Campaign
Keywords: Medical Supplies, Durable Medical Equipment, Medical Supply
Senior Mobility Campaign
Keywords: Mobility Products, Power Wheel Chairs, Scooters, Electric Lift Chair
Search Engine Optimization (SEO)
SEO affects natural/organic listings.
Sites are ranked based on a Relevancy Algorithm:
• Search engines rank web pages in terms of relevance to a keyword search query
• Each search engine uses its own algorithm, which is frequently updated to ensure results page integrity
• Key variables include: Content Relevancy, Keyword Density, Quality of Page Code and Link Popularity
A spider, or “crawler” is sent to a web page in order to evaluate the content of the pages.
During this process, the spider continuously sends information about pages back to its databases at the search engines.
The spider is programmed to apply PageRank to all public pages.
When users search, the search engine delivers cached/stored results, rather than searching the web in real-time.
Search Engine Optimization (SEO)
Website Optimization ProcessHow The Peak Positions Team Secures Top Keyword Positions
Organizing the entire domain: homepage, primary inside pages, sitemap, linking and link architecture.
Analyze Site Architecture – Code Issues, Link Issues, Audit Site Keyword Research / Keyword Identification Organization of Internal Site Elements Search-Friendly URL Naming Internal Link Architecture – Header Nav, Footer Nav, Left Nav Organize Page Code and Structure Sitewide Custom Meta Head Tags – Unique Title, Description, Keywords Optimize Alt Tags Optimize Content – Increase Relevancy With Content Themes HTML and XML Site Maps External Link Popularity – Building Backlinks
Fundamentals of Optimization
SEO Q & A
Top Related