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Building World-Class Search Engine Optimization Expertise

eMarketing Workshop

Corporate College

Hands On SEO

October 1, 2007

John Inama Dave Goebel Greg Habermann

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Hands On SEO

SEO Basics (cont’d)• Content• Links• Navigation

Tools for SEO• Keywords• Overture Tools• Keyword Density Checker• Validation tool• Spider simulator• Link Checker• SEO Digger• Google Webmaster Tools

Search Commands• Site:

Hands-on Website Reviews

Resources

Introduction

Dawn of the Search Engine• Importance of Search Engines• Market Share Today• Importance of Search Engines

How Search Engines Work•Crawlers•What a Crawler Sees

How People Search• World Internet Usage• Trends• Constructing Keyword Phrases• Organic vs. Paid

SEO Basics• Keyword Research• Building a site that is SEO Friendly• Meta Tags

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Who is Cleveland SEO?

• ClevelandSEO.com was created to feature the exceptional talent Cleveland has to offer in the search engine marketing arena.

• Greater Cleveland has a good number of industry experts that speak both nationally and internationally.

• Coming to ClevelandSEO.com assures you that you are being exposed to the best our industry has to offer.

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Who is Goebel Group Inc.

• We consult on how to use search to increase productivity– Google, Yahoo, MSN

• Internet Marketing– PR, Email, Surveys

• Enterprise Search– Intranet, Website, and Desktop

• Clients in North America, Europe• Speaker• dfg@goebelgroup.com

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Who is Pilot Fish

• Division of Polysort LLC, founded in 1995. • Provides website optimization including keyword

research, link building, and website development services.

• Focused on B to B sites• www.pilotfishseo.com

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Who is SageRock?

• Web Marketing firm out of Akron, Ohio• 4 Main Areas of Focus

– Search Engine Optimization– Paid Search– Social Media Marketing– Analytics

• Lots of outreach and education programs including many speaking engagements and expert articles across the industry

• Clients are mostly B2B and some B2C.

• greg@sagerock.com

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What is Search Engine Optimization

• Also known as Search Engine Optimization (SEO) or Search Engine Positioning

• Leverages Search Engines’ desire to display most relevant pages that match users’ target keywords

• Involves an integrated approach to web site development that recognizes the specific content, coding and promotion requirements for good search engine placement.

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Dawn of the Search Engine

•1994 – Yahoo started out as a listing of favorite sites.

•Late 1994 -- WebCrawler first search engine to index full pages.

•1995 -- Lycos, Excite, Infoseek.

•1996 – Lycos is largest search engine, with index of 60 million pages.

•1996 -- AltaVista developed natural word search and ability to add URL in 24 hours.

•1997 -- Google launched, using a ranking system determined by incoming links.

•1998 -- MSN and Open Directory Project (human-editors, now known as DMOZ).

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Market Share Today

Google 53%

Yahoo 19%

MSN 12%

Ask 1.6 %

Other 8.9%

-Nielson/Netratings, August 2007

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Importance of Search Engines

• 7.3 billion searches conducted monthly in the U.S.

• Search engines organize and prioritize the 5.5 billion web pages that compete for the Internet users’ attention.

• 85% of Internet users use search engines.

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How People Search-World Usage

Internet

Users

(millions)

Penetration % World

Users

North America 233.2 69.7% 20.9%

Europe 314.8 38.9% 28.3%

Asia 398.7 10.7% 35.8%

Latin America 96.4 17.3% 8.7%

-- Internet World Stats, March 10, 2007

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How People Search-Trends

# of results viewed before click

Only a few 23%

First page 39%

First 2 pages 19%

First 3 pages 9%

More than 3 pages

10%

-- iProspect, 2006

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How People Search-Constructing Keyword Phrases

1 word 23.4%

2 words 26.3%

3 words 21%

4 words 13.4%

5 words 7.4%

6 words 3.9%

7 words 2%

8 words+ 2.6% -- HitWise, 2006

How People Search- Organic vs. Paid Listings

• 60.5% Click on Organic Listings

• 39.5% Click on Paid Listings

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--iProspect, 2005

SEO vs PPC

SEO vs PPC

Search Engine Optimization

• Low cost• Not a paid advertisement• Simple implementation • No guarantees• Long term goals & rewards

Pay Per Click

• Costly expense• Paid advertisement• Regular maintenance• Complete control• Immediate results

Organic and Paid Listings on an Engine

Organic

Paid listings

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SEO Basics-Keyword Research

• Find the keywords or key-phrases that are relevant to your business or service and that people are searching on.

• Use free tools from the internet to do keyword research.

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SEO Basics- Building a site that is SEO Friendly

• Allow crawlers or bots access• Should have the proper meta tags• Content must be relevant• Do not try to trick crawlers or bots

– No white on white text

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SEO Basics- Meta Tags

• Tag that tell crawlers or bots what is on the page• Information about the information• Most important

– Title– Description– Robots

<html><head><meta http-equiv="Content-Language" content="en-us"><meta http-equiv="Content-Type" content=""><title>SEO</title><meta name="keywords" content=“ "><meta name="description" content=“ "><META NAME="robots" CONTENT="index, follow"><META NAME="GOOGLEBOT" CONTENT="INDEX, FOLLOW">

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SEO Basics- Content

• Content is King• Use relevant keywords or key-phrases with a

density of between 3% and 7% • Bold helps

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SEO Basics-Links

• Inbound– Higher ranking site– Text in link important

• Outbound– Less the better– Crawler follows link

• Intra site– Helps with navigation

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SEO Basics- Navigation

• JavaScript– Some Crawlers can not navigate– Commonly found in Menus

• Flash– Crawlers can not view– Use HTML version as option or SWFobject

• Images– Should have alt tags

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Tools for SEO-Overture

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Tools for SEO-Keyword Density Checker

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Tools for SEO-Validation Tool

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Tools for SEO-Spider Simulator

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Tools for SEO-Link Checker

Tools for SEO- SEODIGGER

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Tools for SEO-Google Webmaster Tools

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Search Engine Commands-Google.com

  

•      “site:yoursite.com keyword” Result: shows if your site is indexed for a particular keyword

•      “inurl:keyword.” Result: Web sites using keywords {or

your brand} in URL

• “site:yoursite.com” Result: shows the pages of your site

indexed

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Search Engine Commands-Yahoo.com

• “linkdomain:yoursite.com” Result: shows all links to your domain

• “linkhttp://yoursite.com.page.html” Result: shows all links to that page

• “linkdomain:yoursite.com-site: yoursite.com”

• Result: shows links, excluding internal links

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Hands on Reviews

Websites to be reviewed:

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Conclusion

• SEO takes time• Get basics done when building website• Content• Make content relevant• Clicks are free

Resources

• www.clevelandseo.com• www.searchenginenews.com • www.sempo.org• http://searchenginewatch.com• www.searchengineland.com

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