1. Getting to the Top of

2. Then – Fingers do the walking!

3. Now – Google Results

4. Marketing vs Optimization
Search Engine Marketing
Google AdWords
Pay-Per-Click
Fast Impact
Highly Targeted
Expanded Reach with Google Partner Sites
Focus on a Larger Group of Key Phrases
Search Engine Optimization
Long Term Investment
Un-Paid to Google
Focus on Specific Key Phrases for each page of your site
Local or National Focus
Includes Images, Videos, Blogs, Maps and More

5. Marketing vs Optimization
Which one should you focus on?
Both!
Your Competition is,
and if they aren’t, you should be the first!

6. Search Engine Optimization
Long Term Investment
Key Phrase Research
Competition Research
Site Structure
Link Building
Local Registrations & Reviews
Social Media Impact

7. Search Engine Optimization
Key Phrase Research
Quality not Quantity –
Know what terms provide traffic and which do not.
“Dallas Animal Hospital” vs “Animal Hospitals in Dallas TX”
Which of these terms have more traffic?
Must be appropriate for your business
Develop Key Phrases appropriate for each Section or Page of your site.

8. Search Engine Optimization
Competition Research
Understand your Search Competition
Use your Key Phrase Research to determine your Search Competition
Important things to note about the Competition
Website Address (URL) –
Meta Page Title Tag
Content – Structure, Text, Videos, Images
Links – Who is linking to them, and who are they linking to?

9. Search Engine Optimization
Website Content & Structure
Larger sites must be organized well
Your home page should not link to every page on your site.
Smaller sites must be content rich and focused
Use your Competition to determine the amount of content
Avoid using “Click Here” for links
This is a lost opportunity, try using key phrase rich words for links.

10. Search Engine Optimization
Links to your Website
If Page A points to Page B, that is considered a “Vote” for Page B
Page B receives “Points”
Show’s that you’re an expert
Increases your trust with the search engines
Should be “Natural”
Be better than your competition
Do NOT purchase links
Understand the difference between Follow & No-Follow
Tool Tip: is a great tool to see what sites are linking to you and your competition.

11. Search Engine Optimization
Local Registrations & Reviews
Registering with Google Places is not enough!
Consistent
Up-to-date
Promote Reviews
Use Photos & Videos

12. Search Engine Optimization
The Social Media Impact – Why it “Might” be important!
Google+ provides personal results
Twitter re-tweets have made an impact during past tests

13. Search Engine Optimization
Search Engine Optimization for Mobile? Yes!
Pay attention to the behavior of your current visitors
Very beneficial for specific industries
Think Local – According to Google, 95% of Mobile users have Local Intent
Think Social – Great way to get referrals
Take advantage of Review Sites (Yelp, Angies List, Yahoo)
Make sure your blogs are mobile friendly
Low Budget Ideas for Mobile SEO
Link to Google Maps
Use other 3rd Party Applications

14. Search Engine Marketing
Fast Impact
Highly Targeted
Expanded Reach with Google Partner Sites
Focus on a larger group of Key Phrases
Great exposure for all size businesses
Target specific devices – Mobile or Desktop
Based on a set budget
Pay-Per-Click
Pay-Per-Impression

15. Search Engine Marketing
Ads can appear on more than just Google

16. Search Engine Marketing
Many Different Ad Variations

17. Search Engine Marketing
Landing Pages – What Google Suggests
Relevant and Original Content
Clear Purpose of the Page
Transparency
Easy to find contact information
Ease of Use
Is it easy to find what you’re looking for?

18. Search Engine Marketing
Being #1 Should NOT be your Goal!
Focus on:
ROI
Clicks
Conversions

19. Search Engine Marketing

20. Tracking Success Tracking Results This is an investment –
Search Optimization
Key Phrase Placements
Inbound Links
Watch your Competitors
Search Marketing
Focus on Conversions & ROI
#1 is Not the Best for every Budget
Monitor Ad Performance
Ensure that your Landing Pages are Converting
This is an investment –
you should get back
more than what you put in!

21. Tracking Success Tracking Tools Search Optimization Search Marketing
Rank Checker (FireFox Add-On)
Google Webmaster Tools
Google Analytics
SEMRush.com
Search Marketing
Google AdWords
Google AdWords Editor
        - Google Analytics             - Link to Analytics Account             - Use Advanced Metrics to track specific actions and other SEM Efforts         - Google Webmaster Tools             - Expanded information on your website             - Watch for Broken Links, Submit Site Maps, See actual search Key Phrases

22. Thank You!