 On Page SEO Anyone can do this!

Copyright 2009 Premazon Internet Business Consulting Legal Disclaimer ･ No income guarantees or promises of any type are being made. ･ Your results will vary and you can easily fail to make money, fail to increase the betterment of your website, fail to improve the page results of your website, or fail to increase the return of investment using pay per click. The results and techniques shown were taken from reliable sources but I cannot guarantee their accuracy. The information presented is for illustrative and informational purposes only. These statements apply to any and all slides in this series. Use these techniques and strategies at your own risk. ･ Search engine algorithms run on a unique combination of advanced hardware and software and are not made public. A risk of exclusion from a search engine exists when a search engine views your web site(s) as an unfair manipulation of their service. Many search engine strategies, to improve search engine placement, including the information presented here, poses such a risk. ･ Making decisions based on any information presented should be done only with the knowledge that you could experience significant losses, make no money at all, and not improve your search engine ranking. ･ You agree that Premazon Internet Business Consulting, Course, and Ann Premazon are not responsible for the success or failure of your business decisions relating to any information presented.

Copyright 2009 Premazon Internet Business Consulting Agenda  Introduction – When ever Dori say’s  Overview of the Parts - When ever Dori say’s  Finding and Understanding Keywords - When ever Dori say’s  SEO (Search Engine Optimization) - When ever Dori say’s  Analytics - When ever Dori say’s

Copyright 2009 Premazon Internet Business Consulting Introduction  Let me introduce myself  Dori’s Rockstar Bitch  Today you will gain a clear understanding of onsite optimization  Today you will gain a clear understanding of finding keywords  Today is about learning how to have each page with a site get recognized in the search engines.

Copyright 2009 Premazon Internet Business Consulting Overview of the Parts Content ROI Call to Action Analytics Keyword URL PPC Graphics SEO Calls Meta Tags PR Clicks Browser Favicon Site Map Indexed Cached Links Search Engines Vendors

Copyright 2009 Premazon Internet Business Consulting Browsers  Surfing the web is made possible by Web browsers. Browsers are basically software programs that allow you to search for and view various kinds of information on the Web.  The top Browsers are:  Internet Explorer  Safari  Mozilla Firefox  Google’s new Browser:  Chrome

Copyright 2009 Premazon Internet Business Consulting Browsers

Copyright 2009 Premazon Internet Business Consulting Favicon  Favicon  A favicon is a small image that is shown inside the browser's location bar and bookmark menu when your site is called up. It is a good way to brand your site and increase it's prominence in your visitor's bookmark menu.  Favicon’s can also be saved in some browser favorites

Copyright 2009 Premazon Internet Business Consulting Google Above the Fold

Copyright 2009 Premazon Internet Business Consulting Google Image 2

Identifying Keywords

Copyright 2009 Premazon Internet Business Consulting - What We See

Copyright 2009 Premazon Internet Business Consulting - What Google Sees  To a Search Engine content is text inside html tags  Title Tag  Premazon Internet Business Consulting, Pay Per Click (PPC), Search Engine Optimization (SEO), Seal Beach  Description   Keywords 

Copyright 2009 Premazon Internet Business Consulting - What Google Sees

Copyright 2009 Premazon Internet Business Consulting - Golden Triangle Heat Map Studies

Copyright 2009 Premazon Internet Business Consulting - Study for Organic Rankings  The Golden Triangle - key location on Google for visibility as determined by the eye activity in the study is a triangle that extends from the top of the results over to the top of the first result, then down to a point on the left side at the bottom of the "above the fold" visible results. This key area was looked at by 100 percent of the participants. In the study, this was referred to as the "Golden Triangle".  Generally, this area appears to include top sponsored, top organic results and Goggle's alternative results, including shopping, news or local suggestions.  Visibility dropped quickly with organic rankings, starting at a high of 100% for the top listing, dropping to 85% at the bottom of the "above the fold" listings, and then dropping dramatically below the fold from 50% at the top to 20% at the bottom.  There seems to be a "F" shaped scan pattern, where the eye tends to travel vertically along the far left side of the results looking for visual cues (relevant words, brands, etc) and then scanning to the right if something caught the participant's attention. *

Keyword Meta Tags  Are keyword meta tags important?  Matt Cutts Answers Matt Cutts Answers

Choosing Keywords  1. Start with a list of all words you can come up with that are relevant  2. Look at your competitors list of keywords from their site  3. Use Keyword Tools

Keyword Traffic  1. Use tools to see how much traffic for the keywords chosen.  2. Then see if you have content, products, design, theme to support the keywords chosen.  3. Remove unwanted keywords.

Keywords for Onsite SEO  1. Targeted – ford mustang 4 door GTO  2. Broad – ford mustang  3. Become an authority – Google decides when your site is relevant enough for targeted keywords to begin to show for broad keywords.

Copyright 2009 Premazon Internet Business Consulting Adwords Keyword Tool

Copyright 2009 Premazon Internet Business Consulting Wordtracker Free Keyword Lookup

Copyright 2009 Premazon Internet Business Consulting Keyword Discovery Free Tool

Copyright 2009 Premazon Internet Business Consulting Niche Watch

Copyright 2009 Premazon Internet Business Consulting Tools for Identifying Keywords  Adwords Keyword Tool   Free Keyword Lookup   Keyword Discovery   Niche Watch 

Copyright 2009 Premazon Internet Business Consulting - Know your Competitors  Run these tools on your competitors website  Look for low hanging fruit  What terms can you easily own?  What theme can you win?  Sign up for competitors newsletters, post on their site if you can  Who are your competitors on the Internet?  Where are your competitors on the Internet?  What content, keywords, or links do they have?

Copyright 2009 Premazon Internet Business Consulting - Operators for Quick Check  site: GoogleGoogle  link: YahooYahoo  allintitle: keyword - Google Page One Guarantee GoogleGoogle  intitle: keyword - Google Page One Guarantee All the WebAll the Web  Check your site and your competitors

On Page SEO

Copyright 2009 Premazon Internet Business Consulting - Search Engine Optimization  What is SEO?  Understanding Site Structure  Call to Action  Links  On-Page Optimization  Off-Page Optimization  Setting SEO Goals  Track, Test, Make Improvements

Copyright 2009 Premazon Internet Business Consulting - Search Engine Optimization  What is Search Engine Optimization (SEO)?  Optimizing your website so targeted keyword search queries land on your web pages, and those pages appear at the top of the search engines.  What is a Search Engine Marketing Firm (SEM)?  A firm that works to optimize your website so it performs well in the Search Engines  If your in this class – you are a freak of nature I like to call a Savvy Network Ruler (SNR)?  A person who is a hybrid of many methods but has one call – Rule their niche!

Copyright 2009 Premazon Internet Business Consulting - Search Engine Optimization  What a SEO is not:  A Quick Fix  Buying Advertising  The magic traffic bullet of thousands of visitors  SEO is NOT FREE  Even when you do the work yourself

Copyright 2009 Premazon Internet Business Consulting Search Engine Chart US

Copyright 2009 Premazon Internet Business Consulting - Study for Organic Rankings  Organic Ranking Visibility(shown in a percentage of participants looking at a listing in this location)  Rank 1 100%  Rank 2 100%  Rank 3 100%  Rank 4 85%  Rank 5 60%  Rank 6 50%  Rank 7 50%  Rank 8 30%  Rank 9 30%  Rank 10 20% *

Copyright 2009 Premazon Internet Business Consulting - Study for Sponsored Search  In searches where top sponsored results are returned in addition to right sponsored ads, the top ads received much higher visibility, being seen by 80 to 100% of participants, as opposed to 10 to 50% of participants who looked at the side sponsored ads.  On side sponsored ads, the top ranked results received much more in the way of both eye activity and click through. About 50% of participants looked at the top ad, compared to only 10% who looked at ads in the 6, 7 or 8th location on the page.  Side sponsored ad visibility(shown in percentage of participants looking at an ad in this location)  1 50%  2 40%  3 30%  4 20%  5 10%  6 10%  7 10%  8 10% *

Copyright 2009 Premazon Internet Business Consulting Heat Map Studies GOOGLE

Copyright 2009 Premazon Internet Business Consulting Heat Map Studies MSN

Copyright 2009 Premazon Internet Business Consulting Heat Map Studies YAHOO

Copyright 2009 Premazon Internet Business Consulting - Heat Map Studies Info  Most Web pages are scanned, not read  Images trump left-to-right reading  Keep important images on the left  The upper-left corner is always seen  Captions are high-readership  Hyperlinks capture attention, underline works regardless if you can click through  Lose the navigation on landing page * Marketing Sherpa

Copyright 2009 Premazon Internet Business Consulting - SEO Site Structure  URL Structure  Make it a sentence  Use keywords  

Themes and Silos  Theme & Relevant Content  If site theme is about cars, content should be about cars  Silo System If car site has classic cars, new section theme & content should be about classic cars

Navigation Structure  Navigation Structure  Main Navigation - Site Navigation  Top Pages, Most Important  Secondary Menu - Less Important  About Us, Sitemap, …  Breadcrumbs can be for bookmarks or third type of navigation

Copyright 2009 Premazon Internet Business Consulting HTML made simple  All Tags are important - Here are a list of MUSTS  Title Tags - Title of Page  Description Tags - contains info from title and describes your page  Keyword Tags - contains all keywords from title and description tags AND you will find them in the content on the page  Robots Meta Tag - says yes or no to search engine  Alt Tags - you see when you hover over an image  H1 Tags - Your first title on the page

Copyright 2009 Premazon Internet Business Consulting - Call to Action  Call to Action  What do you want the user to do?  Buy  Call  Fill out a form  Combination

Copyright 2009 Premazon Internet Business Consulting Links  There are only Three Types of Links  Internal Links - how internal pages link to each other  External Links - Links coming to your site from other websites  Outgoing - Links from your site out to another site Outgoing External

Copyright 2009 Premazon Internet Business Consulting Links that Work  Search Engines like links  Internal links - in content, links in navigation, links on buttons to name a few  Content seo writing, choose a keyword or phrase and use that keyword as the link.  External links - from articles on other sites, from YouTube, Twitter, MySpace  Choose a keyword or phrase and use that as the link.  Outgoing links - choose wisely, choose an expert site (PR4), less is more  Here you can link directly to an expert or use a keyword or phrase.

Copyright 2009 Premazon Internet Business Consulting PR Image An art draw drawn by Felipe Micaroni Lalli

Copyright 2009 Premazon Internet Business Consulting - On Page Optimization  Step One – Analyze Your Needs.  What do you want to accomplish  What is the goal of the user experience  What is your time frame  Step Two – Analyze Your Current Site.  What is your current PR  What keywords do you rank for?  How is the design, architecture, content and linking structure?  What keywords do you want to rank for?  Step Three – Analyze Competitors Websites.  What is the PR of your competitors?  What keywords does your competitors rank for?  How is the design, architecture, content and linking structure of a competing site?

Copyright 2009 Premazon Internet Business Consulting - Off Site Optimization  Links, More Links, Even More Links  Blogs  Articles  Videos  MySpace  Twitter  Buy Them  Rent Them  GET THEM

Copyright 2009 Premazon Internet Business Consulting Set SEO Goals  The goal for a site that wants to rank for more than a single generic term is to selectively decide what their site is and is not about.  Rankings often are damaged in two major ways either by including irrelevant content or having too little content for a subject on a website.  Know Your Theme  Do not be all things to all people  Know Your Subjects  Know Your Competition  Know Your Keywords  Track results, Test, Test Again, Make Improvements  Repeat

Copyright 2009 Premazon Internet Business Consulting - SEO Tracking  What is SEO tracking?  Tracking is when you can see the page in your site move up in the SERP (Search Engine Results Page)  Page Rank in Google is NOT Page Rank for a Keyword in Google  You can monitor your Page Rank for a keyword  Keyword Density Tools  I use this tool – it is old school – and I feel best practice for SEO! You can identify if the major themes are used throughout the Meta tags, Headings, ALT attributes and Body Content.  Use Information from Analytics and PPC to help with historical information

Copyright 2009 Premazon Internet Business Consulting - Test, Make Improvements  A/B Testing  I like to see a change, watch it for a bit and compare BEFORE committing  Numbers speak, look at analytics and see if the traffic improved  See if your rank improves in the SERP’s  If you have a PPC account use it for testing advertisement  Make Improvements  No website is perfect  Look at competitors and adjust - the ideal solution is to be least imperfect

Copyright 2009 Premazon Internet Business Consulting - SEO Free Tools & Training Class  

SEO Suggestions!  1. Google Webmaster Tools  Video Video  2. Yahoo Site Explorer  Search for siteexplorer yahoo  Set up yahoo id  Go submit a site  Get code – save in text file  Put on site and verify

How to add verify tags in WordPress  1. Find Header.php  Go to your dashboard  appearance  editor  Header.php  Put in meta tag  Save and verify

Copyright 2009 Premazon Internet Business Consulting - SEO Conclusion  SEO is a process  The SEO process takes time  Site Structure is important  Call to Actions are a MUST!  Links - are a MUST HAVE  On-Page Optimization is about each page individually  Off-Page Optimization is a linking strategy that is always growing  Goals of SEO are to know your competition, then go get them, methodically and diligently  Track, Keep a history, Test, Repeat

Copyright 2009 Premazon Internet Business Consulting Break

Copyright 2009 Premazon Internet Business Consulting - Google Analytics  What is Google Analytics?  Overview of Google Analytics Features  Strategy - What is important for your company  Be Proactive not Reactive  Analytics Speak for them self  Urchin Software and Specialists

Copyright 2009 Premazon Internet Business Consulting - What is Google Analytics?  Google Analytics shows you how people found your site, how they explored it, and how you can enhance their visitor experience. Improve your website return on investment, increase conversions, and make more money on the web.  Use Google Analytics to find out which keywords attract your most desirable prospects, what advertising copy pulls the most responses, what landing pages and content make the most $$ for you—and what problem areas prompt visitors to leave your site. You can use it to figure out your revenue and ROI for each campaign and referral source, your average click value and how much you should spend on each keyword.

Copyright 2009 Premazon Internet Business Consulting - Overview of Google Analytics Features  Google Analytics has all the features you expect from an enterprise level web analytics offering— and then some:  FREE! Spend your budget on marketing, not on measurement  Integrated with AdWords  Dashboard  Keywords Paid, Organic, Total  Bounce Rate, Time on site  Site Overlay  Funnel Visualization  GeoTargeting  Compare one date range against another  e-Commerce Reporting

Copyright 2009 Premazon Internet Business Consulting Analytics Dashboard

Copyright 2009 Premazon Internet Business Consulting Site Overlay

Copyright 2009 Premazon Internet Business Consulting Analytics GeoTarget

Copyright 2009 Premazon Internet Business Consulting - Strategy - What is important for your company  Test, Analyze, Learn what’s best, Implement, Start Over  Getting Data is easy, what is done with the data is most important

Copyright 2009 Premazon Internet Business Consulting - Analytics Strategy  Simple Questions for a strategy  Why does the website exist?  What are the Core Customer Experiences (CCE)?  How do we know we are successful in each CCE?  What are our Key Performance Indicators (KPI)?  Common KPI’s - measuring reach, acquisition, conversions, and retention  How do we know we are successful in each KPI?  Can changes to any metric really improve our outcomes?

Copyright 2009 Premazon Internet Business Consulting - Be Proactive not Reactive  Analytical data is what we see after the fact  Learn your user activity  Don’t wait to see, ask if what you want can create positive data  Look at current trends working in your company and bring those ideas to your web analytics  Example: Operation Manager meets weekly with COO to discuss vender relationships and pricing  You attend the meeting and see how you can implement a similar strategy by testing if any of those vendors send traffic to your company

Copyright 2009 Premazon Internet Business Consulting - Analytics Speak for them self  Depersonalize Decision Making  Usually the highest paid person, owner, CEO is the final decision maker  You can explain til you are blue in the face why A is better than B, but if they like B better or it is less expensive, many times they wil choose B  If you show the same person how they can improve their bottom line by true and accurate numbers - you have a better chance  Set Benchmarks that can be looked at over time  Experiment to improve customer experience  Leverage competitive analysis on and off site  Buy their product, test their shipping, call their call center, look at their web ads, traditional ads, get on their list, subscribe to their newsletter

How to ad Analytics to Wordpress  Go get Google Analytics Plugin at WordPress by Author: Joost de Valk  Install Plugin  Go to Google Analytics – get account – DO NOT JUMP AHEAD – VERY IMPORTANT!  Sign In and add site  Get code  Ad to wordpress in the plugin  Verify in Analytics

Questions I was asked to address  1. How do I manually track clicks on outbound links?  Google Analytics provides an easy way to track clicks on links that lead away from your site. Because these links do not lead to a page on your site containing the UTM JavaScript, you will need to tag the link itself. This piece of JavaScript assigns a pageview to any click on a link - the pageview is attributed to the filename you specify.  For example, to log every click on a particular link to as a pageview for "/outgoing/example_com" you would add the following attribute to the link's > tag: >   It is a good idea to log all of your outbound links into a logical directory structure as shown in the example. This way, you will be able to easily identify what pages visitors clicked on to leave your site.  To verify that _trackPageviewis being called correctly, you can check your Top Content report hours after the updated tracking code has been executed. You should be able to see the assigned pagename in your report.

Questions Continued  2. Who is the analytics expert?  Avinash Kaushik 

Even More Questions  3.Can you track calls with Google Analytics  No – However – there are 3 rd party tracking option  Ifbyphone can plug into Analytics  Mongoose Metrics can plug into Analytics  Live Chat can plug into Analytics  ClickPath and Who’s calling has own analytics

What does a funnel look like?

How do I track e-commerce transactions?  Answer is to long so we will go here  Answer to question Answer to question

How do I use Google Analytics to track a 3rd-party shopping cart?  Answer again toooo long so we will go here  Answer Answer

Adwords and Analytics Before you link your account, ensure that you've used the same address for both your Analytics and AdWords account and that the AdWords login address has Admin access on the Analytics account.  If you haven't used the same Google Account, simply add your AdWords login address to your Analytics account as an Account Admin.  Next, in order to link your Google Analytics and Google AdWords accounts, you will need to have an AdWords account that is a Standard Edition.  Log in to your AdWords account & Click the Reporting tab and click 'Google Analytics.  If you don't have an Analytics account, click the Continue button to sign up for one.If you already have an Analytics account, click I already have a Google Analytics account.

Adwords and Analytics 2  From the Existing Google Analytics Account drop-down list, select the name of the Analytics account you'd like to link to. Can't see it there? You'll need to add your AdWords username to your Analytics account as an Account Admin.  Keep the checkboxes selected on this page, unless you're sure you'd like to disable auto tagging and cost data imports. Click Link Account. That's it!  Your two accounts are now linked. If you opted to keep auto- tagging turned on, Analytics will automatically tag your AdWords links for detailed campaign tracking reports. We'll also begin importing cost data from your AdWords campaigns for ROI calculations so you will be able to see your AdWords data in Analytics

How to add Tools from today to Joomla  Here is my dear sweet friend:  Joe Moore

Business Web Basics I launched my first product this year. I am about to relaunch it. If you want to take a peek – before the launch…. It is live at:

Bonus  My Private Access Club  September  Courage 

That’s All Folks