http://www.pointit.com - This presentation gives an overview of SEO fundamentals. You'll learn the definition of SEO, crucial factors in SEO, and where to start your SEO project.

1. Search Engine Optimization 101
Eric Layland - Point It
January 21, 2009

2. About Point It
Presentation Agenda
• Launched in April 2002
• Seattle’s largest
independent search
marketing firm
• 12 team members, 40+ yrs
of SEM experience
• Servicing clients across all
verticals and revenue
models

3. Agenda
Presentation Agenda
• Search Engine Marketing
• An Introduction to SEO
• Crucial Factors in SEO
• Where to Start your SEO Project
• Selected Resources
• Q&A

4. SEARCH ENGINE MARKETING

5. Elements of Search Marketing
Presentation Agenda
• Search Engine Optimization (SEO)
• Pay Per Click Advertising (PPC)
• Social Media Marketing (SMM)
• Online Reputation Management (ORM)
• Measurement & Analytics

6. What Does it All Mean?
Presentation Agenda
ANALYTICS
ORM

7. Presentationa SERP*
Anatomy of Agenda
*SERP: Search Engine Results Page

8. Organic Listings AgendaAds
Presentation & Paid

9. How Does SEO Work?
Presentation Agenda

10. HOW DO I MAKE IT WORK?

11. Vital Considerations
Presentation Agenda
THIS
STUFF
(e.g. Your Website)

12. On Page Factors
Presentation Agenda
• Keyword Targeting
• Page Title Tags
• Meta Description Tags
• Improve URL Structure
• Site Navigation/Architecture

13. Keyword Research
Presentation Agenda
1. Brainstorm
Ask customers & co-workers
Visit high ranking competitors
2. Take your Marketer hat off
Problem your company solves
Describe the situation & solution
3. Are analytics are available?
Review site logs, if not…
Google Analytics (free) & collect data

14. KW Research – Phase 2
Presentation Agenda
Help is Available! Useful low cost tools
Tools to Help
• Google Keyword Tool – free
• WordTracker – small fee, KEI index
• SEOMoz.org – small fee, multiple SEO tools
• Live Search (MSN) – multiple free keyword
research tools
• SpyFu.com – helpful for competitive & PPC data
• Trellian – a limited free service or subscription
options
• WebCEO – multiple features, free & pay versions

15. KW Research - Now What?
Presentation Agenda
• Organize your list
• Narrow your list. Review several times.
Think hard about your ideal visitor
Use a variety of filters to refine your list
KEI values for relative competitiveness
Weed out terms that are too broad, off target, etc.
Test terms in a pay per click campaign
• Zero in on 15-25 keyword phrases that are
most relevant.
• Ongoing process. Evolves with time &
learnings

16. Page Title Tags
Presentation Agenda
• Meta Data = Data About Data
• Page Title Tag
Summarizes the page’s content
Appears as the headline in search results
From page HTML
<title> Keyword Rich w/call to action or brand</title>
• Best Practices
Create a unique descriptive title for every page
Include a keyword or two, no more
Avoid vague titles (i.e. Home Page, Products)
Recommended 50-60 characters

17. Meta Description Tag
Presentation Agenda
• Meta Page Description
Summarizes the page with opportunity for more detail
Appears as text below Hyper Linked Title Tag on SERP
Support the headline & work in 1-3 keywords
Google may supply a description for you
• Best Practices
Craft unique descriptions for every page
Support concepts in the Page Title
Influence using HTML <meta name="description" content=“A keyword rich
description of products available on this page. Write it like an ad and include a call to action." />
Recommended 150 -170 characters
DO NOT use keywords excessively

18. Meta Page Descriptions
Presentation Agenda

19. Example Titles & Agenda
Presentation Descriptions
“antivirus software”
“handcrafted belt buckles”

20. Improve URL Agenda
Presentation Structure
URL Structure Tips
• Avoid using unintelligible tracking strings URLs
Example from HP. Search query: “high end servers“
http://h20341.www2.hp.com/integrity/cache/342254-0-0-0-121.html
Preferred: http://www.hp.com/servers/integrity/hp-high-end-servers.html
• Work relevant keywords into directory names
• Links to your site may be taken from URLs.
Improves link anchor text
Better for users and search engines
• Keywords in URLs are highlighted on SERPs

21. Improving Site Navigation
Presentation Agenda
• Include a site map
HTML page on site for user navigation
Less needed for engines but helpful
• Create an XML Sitemap for engines
Eases an engine’s crawling of your site
Submit to each engine: http://www.xml-sitemaps.com/
• Organize site content in a hierarchy
• Use text for navigation
Engines don’t like Flash/Java heavy navigation
Include a breadcrumb navigation option
Acme Products › Widgets › Industrial Strength Widgets
Keyword rich internal links to assist navigation

22. Off Page Essentials
Presentation Agenda
• Link Building & Baiting
• High Value Content Distribution
• Search Engine/Directory Submissions

23. Link Building
Presentation Agenda
Link Building is…
Acquiring in-bound link from reputable sites relevant to your
target audience
Strategies & tactics which entice others to link to your site
Why is Linking Important?
Engines like links. Links drive traffic. Links improve visibility.
Engines puts heavy emphasis on quality of inbound links
Create & Distribute Quality Content
Pursue High Value Link Partners as Biz Dev

24. Link Building
Presentation Agenda
Sources of good links…
Look for sites with long established URLs
Sites who have credible link networks
Sites are related to your site’s content and audience
.gov, .mil, .edu high value & seen as unbiased
Vendors and partners
1,000 links for $29.95 !
If you see these offers….RUN!
If you’ve done this…find the links and ask them to be
removed

25. Content Distribution
Presentation Agenda
• Widgets that cater to your audience
Mini-applications delivering value
Includes a link back or directs traffic to your site
• Press Releases with SEO in mind
Submit to news organizations
Associations, vertical directories, etc.
• Leverage RSS to distribute relevant
articles (product/corp news, promotions, events,
new resources, etc.)

26. Engine/Directory Submissions
Presentation Agenda
• DMOZ.org – The Open Directory Project
• Yahoo! Directory - $299/year
• Others – not all appropriate for every site
Business.com - $299/year
Best of the Web - $249 one time or $99/year
StartingPoint (http://www.stpt.com) - $99/year
ExactSeek.com – free
Industry Vertical Directories

27. HOW TO START YOUR SEO PROJECT

28. Starting Your SEO Project
Presentation Agenda
Options Exist
OR
It’s your choice.

29. Launching Your SEO Project
Presentation Agenda
• Align the Team: Marketing, Dev & IT
• Outline Goals and Objectives
• Keyword Research
• Evaluate Current Site’s Content, Navigation
& Structure
• Install Website Analytics
• Review Recent Traffic Patterns
• Link Opportunity Research
• Baseline, Benchmark & GO!

30. Presentation Timeline
SEO Project Agenda
Activity Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
Project Scoping X
Research & Planning X
Site Content Review X
Site Technical Review X
Optimization
Recommendations X X
Implementation Project
Management X X
Link Building Strategy X X
Reporting Systems X
Monthly Monitoring X X X X

31. Beyond SEO 101
Presentation Agenda
Content Analysis Benchmarking
H1 Tags PageRank
Redirects Keyword peformance
URL Structure Inbound linking analysis
Keyword & Phrase Use Search engine saturation
User Site Map Social Media
Site Configuration Files • Where to find resources
• Best practices
Image Optimization • Tracking activity
Video Optimization • Emerging issues
PDF Optimization

32. SEO RESOURCES

33. SEO Resources
Presentation Agenda
SEO News SEO Tools
• http://searchengineland.com/ • Google Keyword Tool
• http://searchenginewatch.com/ https://adwords.google.com/select/Key
• http://www.imediaconnection.com/seo wordToolExternal
/index.asp • WordTracker
http://www.wordtracker.com/index.html
• SEOMoz - http://www.seomoz.org/tools
Key Blogs / Forums • Live Search (MSN)
Rand Fishkin: http://adlab.msn.com/Keyword-
http://www.seomoz.org/blog Forecast/default.aspx
Aaron Wall: http://www.seobook.com/ • SpyFu – http://www.spyfu.com
John Battelle: http://battellemedia.com/ • Trellian -
DigitalPoint: http://www.keyworddiscovery.com/
http://forums.digitalpoint.com/
• WebCEO - http://www.webceo.com
SEMPO.org: http://www.sempo.org/home

34. PresentationA
Q & Agenda
Keep your eyes on your inbox for an
invitation to our next webinar:
Integrating Search &
Email Marketing
Eric Layland
Point It – Vice President
206-973-5485
ericl@pointit.com

35. APENDIX

36. Presentation Paid
SEO vs. Agenda
Organic Results Element Paid Ads
50-60 recommended Headline 25 max
160-170 recommended Description 2 lines 35 each max
• Meta description tag Source of Description Written Advertising Copy
• Scraped/cobbled from website
• DMOZ directory
Actual Page URL Display URL Root domain + customized after
Pulled from website “…com/”
Like PR Traditional Marketing Like a media buy
“My site is cool, like me.. Please!” Analogy Target your audience & make the
buy
Very good and getting better. Measurability Precise to the penny and
keyword
Arguably better ROI but takes longer Program Returns & Cost Excellent ROI achieved quicker -
to realize. Not free traffic. requires significant maintenance

37. Presentation Pages
404 Error Agenda
HELP YOUR VISITORS!
Just say “NO” to default
error pages.

38. Useful 404 Ideas
Presentation Agenda
Help your visitor get back
on track. Be creative and offer
suggestions

39. Today’s Presenter
Presentation Agenda
Point It co-founder
12 Years Interactive Marketing
10 Years Client & Agency Side
Search Marketing
Responsible for Client Strategies &
Business Development