masters of marketing - basics of search engine optimization
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Masters of Marketing
Basics of Search Engine Optimization
What is Search Engine Optimization?
Search Engine Optimization (SEO) is the process of optimizing a website so that search engines can find and rank that website for a particular set of keyword phrases.
This process is comprised of two main components:• On-site optimization• Off-site optimization
Why Search Engine Optimization?72% of customers search for insurance online, and 38.8 million quotes were submitted online in 2009.
95% search engine traffic comes from the first page of results.32% of users click through on the second page of results.7% of users click through on page three.
57% of Internet users search the web every day.46% of daily searches are for info on products or services.20% of monthly Google searches are for local businesses.
70% of the links search users click on are organic –not paid.
On-site Optimization
This is development of your own website:• Meta tags (title, description, keyword* tags)• Homepage elements (H1 header tags, bolded keywords, keyword
density)• Website structure (robots.txt file, XML sitemap, customized URLs)• Fresh Content
How to Choose Keywords
Ideally 3 – 4 words in a phrase Must not be too broad or too specific Includes the word insurance Includes a geo-target Consider your competition
Off-site Optimization• This involves a link-building strategy where a large number of
links from high quality websites links back to the agent’s website. • Also known as inbound links, inlinks or backlinks.• Get them from business listings, social networking sites and
blogs.
Warning• Be wary of paid links, directories, link farms. Google will ban your
website if you participate in these.
Search Engines What are the three main search engines?
66%15%
14%5% Market Share
GoogleBingYahooOther
Source: ComScore, February 2012
How to Rank Highly
• Pay attention to both components of SEO, on-site and off-site optimization.
• Be wary of SEO companies promising the #1 position in Google, because they might be using Black Hat techniques.
1. Research and decided on keywords. 2. Add those keywords to your website.3. Build backlinks. 4. Content is King. 5. Consistency is Key. 6. Set realistic expectations.
•
How to Rank Highly (cont.)
Tools to Help with SEO
Google AnalyticsGoogle Webmaster ToolsGoogle AdwordsGoogle ToolbarBing Webmaster ToolsSEOBook Toolbar
•
Benchmarking
Track your website leads and SEO campaign.Test keywords.
•
In Conclusion
Darmini Kara dkara@getitc.com www.GetITC.com
SEO takes time and effort, but with consistency and reasonable expectations, a high rate of return can be
achieved.
Get more SEO tips at our blog http://iwbseotips.blogspot.com
Thank You
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