1. Topics in Technology and Marketing Week 8 - Recap

2. The Purpose of a Business Website ● MAKE THE CASH REGISTER RING ● A website that doesn't drive leads or sales is worthless

3. 3 Essential Internet strategies ● Attracting website visitors ● Pull Marketing (SEO) ● Push Marketing (Email/PPC/SEM) ● Drive Marketing(Affiliate Marketing) ● Converting website visitors to purchasers ● Effective website design ● Converting purchasers to repeat purchasers ● Push Marketing with personalized content

4. SEO (Search Engine Optimization) ● SEO seeks to maximize: ● Search engine visibility ● Web traffic resulting from searches

5. Website Traffic ● Traffic - click-through (CTR) - is directly correlated to search results ranking ● Importance of being listed on Page 1 of a Google search return – Page 1 – CTR ~ 95% – Page 3+ equals commercial invisibility ● Importance of being listed #1 on Page 1 of a Google search return ● Page 1/#1 – CTR ~ 34% ● Page 1/#2 – CTR ~ 17% (~ 1/2 drop) ● Page 1/#3 – CTR ~ 11% (~ 1/3 drop) ● Page 2/#1 – CTR ~ 1% http://www.free-seo-news.com/newsletter423.htm http://www.seomad.com/SEOBlog/google-organic-click-through-rate-ctr.html http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm

6. Website Ranking ● Ranking is proportional to Google's assessment of BOTH: ● The degree to which the content matches the intent of the query ● The authority of the content http://www.seomoz.org/article/search-ranking-factors

7. Maximize Credibility ● Establish business “credibility” ● Listings in local directories ● Listings in industry directories ● Listing in Google Places, Yahoo! Local, etc.

8. What It All Means ● A highly visible website will deliver streams of potential customers – for free ● An invisible website means that a business must invest ($$$) in advertising to generate leads in other ways ● SEO is primarily about content, not technical tricks ● Good content results in good SEO ● Yet – who typically does SEO? Techies... ● Good content is written to address the specific concerns of prospects ● Concerns expressed through Google searches using keyword phrases http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf

9. Questions?