PAY FOR TRAFFIC OR GET IT FREE? (THE DIFFERENCE BETWEEN SEM AND SEO)Edison R. GuzmanaeAdvertising.com(845) 940-5369SCORE Volunteer

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• How to get search engines to send all the traffic you need for your business

• 7 Parts of Your Web Site that Tell Search Engines how to Rank You

• The only guaranteed way to rank on page one of Search Engines...in less than a day.

• What to do if no one currently finds your business online

• How Social Media plays a role in your search engine rankings

WHAT YOU WILL LEARN TODAY

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• SEO – Search Engine Optimization• SEM – Search Engine Marketing• PPC – Pay Per Click• SERPs – Search Engine Results Page(s)

FIRST OFF, A FEW DEFINITIONS…

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• What type of online presence are you going to promote? (eCommerce, lead generation, education, resources, review site, etc.)

• Who’s your target market?• Where’s your target market?• Which strategy is best? (One, a combination, or

all)• What is your budget for all campaigns?• Who will implement strategy for you (If not

you)

BEFORE STARTING ANY CAMPAIGN, YOU MUST KNOW THE END RESULT

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• Appropriate Domain name(s)• Quality Hosting account• Web site (HTML or CMS)• Blog• Automatic Follow Up Email Marketing System• Merchant account (if selling product or

service)• Image editor• Web cam or video camera• Video editor

TOOLS NEEDED TO GET THE MOST OUT OF YOUR TIME AND INVESTMENT

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STRATEGY FOR YOUR WEB PRESENCE

Build & Optimize Web Site

Drive Traffic/ Refine Results

Make Sale, orCapture Name &

Email

Follow Up (Build KLT)

Create Customer

orIncrease

Sales

SEOSEMPPCSERPs

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SEO Optimized Web Site

PPC

Press Releases

Authority Back-Link Building

Social MediaForums

Affiliates/JVs

YouTube

SEMStrategy

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• SEO stands for Search Engine Optimization• There are two parts to SEO – On Page and Off

Page• For On-Page SEO, use the right keywords or

phrases throughout your web site• Use Google search Keyword Planner tool to ensure

the right key phrases are being used (Adwords)• Don’t use generic terms such as “shoes”• Have the right key phrases on your page’s title

tag• Use attention grabbing descriptions in

description tag

ATTRACTING CUSTOMERS WITH SEO

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• Use geographic specific keywords or phrases within the keyword tag

• Use H1 tags in body copy of web site• Bold, and italicize key phrases throughout pages• Use similar descriptive words throughout body

copy (LSI-Latent Semantic Indexing)• Use key word density average of 3%• Insert key words within the Alt tags of your

graphics• Use Key Words to name your web site’s

subdirectories• Use proper key word anchor text

ON-PAGE SEO

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• Get people to “Like” your facebook page• Get people to “+” your page at Google +• Link your site from relevant web sites and

directories. Authority sites are best. (.edu, .gov)

• Submit articles to article directories such as ezinearticles.com

• Submit a press release using such sites as PRweb.com, this will give you instant back links

• Give testimonials to relevant web sites and link from them

ATTRACTING CUSTOMERS WITH SEO (OFF PAGE )

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• Post blog comments on proper blogs• Comment within niche-related forums• Post classified ads on targeted sites• Post upcoming events on social sites• Position your site as an invaluable resource

for your niche market• Link from social sites such as LinkedIn,

Twitter Facebook, Google+, etc.• Create videos and distribute on YouTube

and others

ATTRACTING CUSTOMERS WITH SEO (OFF PAGE )

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• Create a PPC campaign• You can target specific markets easily and accurately• It’s the fastest way to place on first page of search

engines• You can start a campaign with a small budget• You only pay when someone clicks or sees your ad

(CPC/CPM)• You can get instant feedback• You can get results 24/7 or specific times of day• You can test different ads simultaneously• You control your budget

GUARANTEED FIRST PAGE POSITION ON GOOGLE IN LESS THAN 24 HOURS

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• Google Adwords (google.com/adwords)

• Bing Ads (advertise.bingads.microsoft.com)

• Facebook.com/advertising

• Hundreds of other companies (Search the term “PPC search engines” and you’ll find more.)

WHO OFFERS PPC PROGRAMS

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• Domain name registration - aeDomain.com, Godaddy.com, Register.com

• Hosting account - GVOToolKit.com, Godaddy.com, 1and1.com

• Web site CMS (Content Management System) - Wordpress.org, Joomla.org, phpNuke.org

• Email marketing system - GvoToolKit.com, aWeber.com, ConstantContact.com, MailChimp.com, GetResponse.com

• Merchant account - Your local bank, PayPal.com, AcceptCreditCardsNow.biz

• FTP software (filezilla-project.org)

• HTML editor or web design software - Kompozer, CoffeeCup or Dreamweaver

• Photo editing software - Adobe Photoshop, Photoshop Elements, GIMP, PicMonkey.com

• Audio recording and editing software - Audacity – audacity.sourceforge.net, AVSMedia.com

• Screen Capturing Software -Techsmith.com – Camtasia

• PPC Programs - Google Adwords (google.com/adwords), Bing Ads (advertise.bingads.microsoft.com), Facebook.com/advertising

RESOURCES

PAY FOR TRAFFIC OR GET IT FREE? (THE DIFFERENCE BETWEEN SEM AND SEO)Edison R. GuzmanaeAdvertising.com(845) 940-5369SCORE Volunteer

THANK YOU FOR ATTENDING