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Masters of Marketing
Basics of Search Engine Optimization
What is Search Engine Optimization?
    Search Engine Optimization (SEO) is the process of optimizing a website
    so that search engines can find and rank that website for a particular set
    of keyword phrases.

    This process is comprised of two main components:
    •    On-site optimization
    •    Off-site optimization
Why Search Engine Optimization?
    72% of customers search for insurance online, and 38.8 million quotes
    were submitted online in 2009.

    95% search engine traffic comes from the first page of results.
    32% of users click through on the second page of results.
    7% of users click through on page three.

    57% of Internet users search the web every day.
    46% of daily searches are for info on products or services.
    20% of monthly Google searches are for local businesses.

    70% of the links search users click on are organic –not paid.
On-site Optimization
This is development of your own website:
•    Meta tags (title, description, keyword* tags)
•    Homepage elements (H1 header tags, bolded keywords, keyword
     density)
•    Website structure (robots.txt file, XML sitemap, customized URLs)
•    Fresh Content
How to Choose Keywords
   Ideally 3 – 4 words in a phrase
   Must not be too broad or too specific
   Includes the word insurance
   Includes a geo-target
   Consider your competition
Off-site Optimization
•   This involves a link-building strategy where a large number of links from
    high quality websites links back to the agent’s website.
•   Also known as inbound links, inlinks or backlinks.
•   Get them from business listings, social networking sites and blogs.

Warning
• Be wary of paid links, directories, link farms. Google will ban your
  website if you participate in these.
Search Engines
   What are the three main search engines?

                       5%          Market Share
               14%
                                        Google
                 15%                    Bing
                            66%         Yahoo
                                        Other
                                                  Source: ComScore, February 2012
How to Rank Highly
•   Pay attention to both components of SEO, on-site and off-site
    optimization.
•   Be wary of SEO companies promising the #1 position in
    Google, because they might be using Black Hat techniques.
How to Rank Highly (cont.)
    1.    Research and decided on keywords.
    2.    Add those keywords to your website.
    3.    Build backlinks.
    4.    Content is King.
    5.    Consistency is Key.
    6.    Set realistic expectations.




•
Tools to Help with SEO
Google Analytics
Google Webmaster Tools
Google Adwords
Google Toolbar
Bing Webmaster Tools
SEOBook Toolbar



              •
Benchmarking
Track your website leads and SEO campaign.
Test keywords.




               •
In Conclusion
SEO takes time and effort, but with consistency and reasonable
     expectations, a high rate of return can be achieved.

Get more SEO tips at our blog http://iwbseotips.blogspot.com




                  Thank You

   Darmini Kara     dkara@getitc.com www.GetITC.com

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Masters of Marketing - Basics of Search Engine Optimization

  • 1. Masters of Marketing Basics of Search Engine Optimization
  • 2. What is Search Engine Optimization? Search Engine Optimization (SEO) is the process of optimizing a website so that search engines can find and rank that website for a particular set of keyword phrases. This process is comprised of two main components: • On-site optimization • Off-site optimization
  • 3. Why Search Engine Optimization? 72% of customers search for insurance online, and 38.8 million quotes were submitted online in 2009. 95% search engine traffic comes from the first page of results. 32% of users click through on the second page of results. 7% of users click through on page three. 57% of Internet users search the web every day. 46% of daily searches are for info on products or services. 20% of monthly Google searches are for local businesses. 70% of the links search users click on are organic –not paid.
  • 4. On-site Optimization This is development of your own website: • Meta tags (title, description, keyword* tags) • Homepage elements (H1 header tags, bolded keywords, keyword density) • Website structure (robots.txt file, XML sitemap, customized URLs) • Fresh Content
  • 5. How to Choose Keywords  Ideally 3 – 4 words in a phrase  Must not be too broad or too specific  Includes the word insurance  Includes a geo-target  Consider your competition
  • 6. Off-site Optimization • This involves a link-building strategy where a large number of links from high quality websites links back to the agent’s website. • Also known as inbound links, inlinks or backlinks. • Get them from business listings, social networking sites and blogs. Warning • Be wary of paid links, directories, link farms. Google will ban your website if you participate in these.
  • 7. Search Engines  What are the three main search engines? 5% Market Share 14% Google 15% Bing 66% Yahoo Other Source: ComScore, February 2012
  • 8. How to Rank Highly • Pay attention to both components of SEO, on-site and off-site optimization. • Be wary of SEO companies promising the #1 position in Google, because they might be using Black Hat techniques.
  • 9. How to Rank Highly (cont.) 1. Research and decided on keywords. 2. Add those keywords to your website. 3. Build backlinks. 4. Content is King. 5. Consistency is Key. 6. Set realistic expectations. •
  • 10. Tools to Help with SEO Google Analytics Google Webmaster Tools Google Adwords Google Toolbar Bing Webmaster Tools SEOBook Toolbar •
  • 11. Benchmarking Track your website leads and SEO campaign. Test keywords. •
  • 12. In Conclusion SEO takes time and effort, but with consistency and reasonable expectations, a high rate of return can be achieved. Get more SEO tips at our blog http://iwbseotips.blogspot.com Thank You Darmini Kara dkara@getitc.com www.GetITC.com