email: [email protected] phone: 619-807-9654
Post on 22-Dec-2015
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Search Engine Optimization, Google AdWords & Blogs
Landon B. HarlanPresident, Obu Interactive
Email: [email protected] Phone: 619-807-9654
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Today’s Topics Search Engine Optimization (7 Mins)
› Definition & Elements› White Hat v. Black Hat› Choosing a company
Pay Per Click - Google AdWords (10 mins)› Cost benefits› Poor use of PPC› Metrics & Performance Tracking› Google v. Yahoo! v. MSN
Blogging (5 mins)Email: [email protected] Cell Phone: 619-807-9654 Twitter:
http://twitter.com/landonharlan
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Search Engine OptimizationMy definition: Includes multiple methods of promoting the website, with the goal of a consistent top ranking for preferred searches that generate business.
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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SEO Includes: (but is not limited to)
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
Content – 80% of your website Link Popularity Search Directories Create a Blog Title Tags & META Data Internal Website Linking
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Content – Still King!
What Google wants What visitors want Increases relevancy
to the searches you SEO for
KILLER WEB CONTENT GERRY McGOVERN
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Link Popularity
Quality is important More quality links
the better
Be careful who you associate with!
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Search Engine Directories
Could jump you past the competition
DMOZ – Free Yahoo Directory -
$299 Best of the Web $99 Business.com -
$299
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Create a Blog
Create a few posts Submit to blog
Directories Link to your firm’s
website
If you don’t have time, hire a freelance writer or company.
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Title
& M
ETA
Data
GO
OD
PO
OR
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Internal Website Linking
Link popularity to your own pages!
Improve the usability (user-friendliness)
Appear more modern and resourceful
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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White Hat v. Black Hat
No more tricks, “secret sauce,” etc.
Proper SEO Guidelines are published online @ Google
www.HonestSEO.com – Tips for choosing a company
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Spot the Fakes
Recommendation of rarely searched, low competition search terms e.g. “Atlanta birth trauma lawsuit”
Pushing Search Marketing Associations – Does NOT establish credibility
Lack of payment structure
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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SEO – Choosing a Company
1. Referrals & Case Studies2. Know where they are and talk to executive
management3. Exclusivity factors
Legal v. non-legal SEO companies
4. Ask for a plan5. What happens if the goal is not reached?
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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SEO Summary
Powerful and worth the cost when performed by the right company.
I have no website/SEO, what can I do?
Learn More – Search Marketing Standard
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Email: Landon@ObuInteractive Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
Pay Per Click - PPC
Near immediate, controllable, internet advertising that you are only charged for when people click to view your site.• Overview• Benefits• Poor PPC• Metrics
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Pay Per Click - PPC
PPC is available on all search networks, even Facebook!
Everyone in this room can use it Can be used with an existing
website Excellent metrics Great to test new marketing efforts,
and great to use in conjunction with SEO
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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PPC – Cost Benefits
$5 to Setup Turn on an off Auction Based* - Be
#1 all the time or moderate between positions
Advertise in your area only: 10/25/50 mile radius – Or by City
*Quality ads are also important
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Poor PPC Use
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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PPC Metrics – Basic 3
1. How much are you spending?
2. How many people are clicking your ads?
3. How many converting/contacting your firm?
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Differences in Search Engines
Search Volume & Ad positioning Age & Demographics Costs
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Blogging
An opportunity to openly share information with the public and encourage feedback or discussion.• Low Cost / More Time • Tremendous credibility• Great for SEO
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Miscellaneous
Dual monitors
Get association logos on your website
Website video
Internet & website contacts require an immediate response
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
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Thank you – Landon Harlan
Please email or call with questions
800-619-5944 x.201
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan