1. MRIA is presenting the 3 rd Free Webinar in the 2009-10 series January 20, 2010

2. Search Engine Optimization – Building Customer Relationships Online January 20, 2010 By Inga Petri, CMRP Principal, Strategic Moves 2

3. Inga Petri, CMRP A marketing and marketing research perspective – Canadian book publishing – sales and marketing (6 yrs) – Advertising agency – account management (10 yrs) – Independent strategy consultancy (3 yrs) Research-based strategy development and implementation Online since 1995 – Helps clients navigate the labyrinth of online channels and develop strategies Wide range of clients and sectors including – Iridium Satellite Communications, Nokia – National Arts Centre, Canadian War Museum – Canadian Geographic – Canadian Atlas Online – Cdn Medical Assoc., Cdn Wireless Telecommunications Assoc. – Federal government – Locally-based: Alavida Lifestyles Presents at conferences, professional meetings and in post-secondary institutions MRIA Ottawa Chapter board of directors since 2004

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5. Disruption to ‘traditional’ media is irrevocable 5  Into the future

6. So, what is online marketing all about? Connecting with the right people where they are in ways that are meaningful to them. Authenticity Dialogue Timeliness & Relevance 6

7. Online Channel Ecosystem Website Web Analytics Web optimization Landing page optimization User acceptance testing Mobile web Integrate with all other channels RSS Email marketing Direct email Coupons List generation Mobile marketing Advertising Banners Text links PPC Lead generation – white papers Content Integration Off-line advertising Mobile ads Search Engine Marketing SEO Linking PPC Google Maps Blogging (RSS) Social Networks Participate with content Advertising/PPC on social networks Participate in other blogs Create your own blog User-Generated Content Customer-Generated Marketing Twitter integrates mobile TXT RSS feeds 7 Website E-mail Marketing Advertising Search Engine Marketing Social Networks

8. The importance of getting found What I want, when I am ready, wherever I am, in just the way I want it People don’t want to ‘search’, they want to ‘find’ – Keyword thinking Brand matters online – Trust can be won and lost in an instant – Search engine often first encounter  SEO is important 8

9. From a recent SEO improvement experiment 9

10. Why does the listing look like this? 10 Because the site tells it to.

11. How is this code displayed on live site? 11 Created in Flash – cannot be seen by search engines!

12. The fix: A small change to code 12

13. ... and homepage: useful for visitor and search engine 13

14. Search result listing improved 14

15. SEARCH ENGINE OPTIMIZATION GOES BEYOND SEARCH ENGINES... 15

16. My new site: created for web users... 16

17. ... constructed for search engines: Using important meta tags – core value proposition 17

18. SEO reaches beyond search engines – “Description” tag is used by other sites, too. 18

19. #1 in Canada and #4 in world within days of launch... and alerting Google 19

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21. Know-how on Search Engine Optimization Write/Rewrite the site for people – Start with your keyword list – Use your keywords, rather than ‘creative’ variants – Importance of titles, headings, body text – Be authentic and trustworthy Construct code for search engines – Power of the url – Important Meta tags – Image tags – Every page can be optimized – put effort where it matters Linking Strategy – Hubs matter – Reputable, authentic – Use your url – minimize microsites that use unrelated (campaign) urls – Google Wonder Wheel Strategy is important – What is the site’s purpose and how does it deliver on that purpose – Global or local markets Analytics – Web Traffic Statistics Traffic and keyword analysis – Text analysis Keyword extraction Term targeting Brand communications – Crawl test (how a search engine sees your site) – Indexed pages – Rank Tracker – Back links – W3C validation – Track key competitors (they may be different from bricks and mortar world) 21

22. Some resources code.google.com – SEO starter guide PDF www.digital-web.com www.seomoz.org www.google.com - Keyword tool (Adwords) www.wordtracker.com www.trellian.com www.alexa.com www.radian6.com www.dna13.com 22

23. INGA PETRI, CMRP OTTAWA, ONTARIOwww.strategicmoves.ca 613-558-8433 ipetri@strategicmoves.ca Questions, Comments, Discussion 23 Computers count People measure