Search Engine Optimization, Google AdWords & Blogs

Search Engine Optimization, Google AdWords & Blogs

Landon B. HarlanPresident, Obu Interactive

Email: Landon@ObuInteractive.com Phone: 619-807-9654

Today’s Topics Search Engine Optimization (7 Mins)

› Definition & Elements› White Hat v. Black Hat› Choosing a company

Pay Per Click - Google AdWords (10 mins)› Cost benefits› Poor use of PPC› Metrics & Performance Tracking› Google v. Yahoo! v. MSN

Blogging (5 mins)Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter:

http://twitter.com/landonharlan

Search Engine OptimizationMy definition: Includes multiple methods of promoting the website, with the goal of a consistent top ranking for preferred searches that generate business.

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

SEO Includes: (but is not limited to)

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Content – 80% of your website Link Popularity Search Directories Create a Blog Title Tags & META Data Internal Website Linking

Content – Still King! What Google wants What visitors want Increases relevancy

to the searches you SEO for

KILLER WEB CONTENT GERRY McGOVERN

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Link Popularity Quality is important More quality links

the better

Be careful who you associate with!

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Search Engine Directories Could jump you

past the competition

DMOZ – Free Yahoo Directory -

$299 Best of the Web $99 Business.com -

$299Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter:

http://twitter.com/landonharlan

Create a Blog Create a few posts Submit to blog

Directories Link to your firm’s

website

If you don’t have time, hire a freelance writer or company.

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Title & M

ETA Data

GOODPOOR

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Internal Website Linking Link popularity to

your own pages!

Improve the usability (user-friendliness)

Appear more modern and resourceful

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

White Hat v. Black Hat No more tricks, “secret sauce,” etc.

Proper SEO Guidelines are published online @ Google

www.HonestSEO.com – Tips for choosing a company

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Spot the Fakes Recommendation of rarely searched,

low competition search terms e.g. “Atlanta birth trauma lawsuit”

Pushing Search Marketing Associations – Does NOT establish credibility

Lack of payment structure

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

SEO – Choosing a Company1. Referrals & Case Studies2. Know where they are and talk to executive

management3. Exclusivity factors

Legal v. non-legal SEO companies4. Ask for a plan5. What happens if the goal is not reached?

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

SEO Summary Powerful and worth

the cost when performed by the right company.

I have no website/SEO, what can I do?

Learn More – Search Marketing Standard

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Email: Landon@ObuInteractive Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Pay Per Click - PPCNear immediate, controllable, internet advertising that you are only charged for when people click to view your site.• Overview• Benefits• Poor PPC• Metrics

Pay Per Click - PPC PPC is available on all search networks,

even Facebook! Everyone in this room can use it Can be used with an existing

website Excellent metrics Great to test new marketing efforts,

and great to use in conjunction with SEO

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

PPC – Cost Benefits $5 to Setup Turn on an off Auction Based* - Be

#1 all the time or moderate between positions

Advertise in your area only: 10/25/50 mile radius – Or by City

*Quality ads are also important

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Poor PPC Use

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

PPC Metrics – Basic 31. How much are you

spending?2. How many people are

clicking your ads?3. How many converting/

contacting your firm?

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Differences in Search Engines

Search Volume & Ad positioning Age & Demographics Costs

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Blogging An opportunity to openly share information with the public and encourage feedback or discussion.• Low Cost / More Time • Tremendous credibility• Great for SEO

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Miscellaneous Dual monitors

Get association logos on your website

Website video

Internet & website contacts require an immediate response

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Thank you – Landon Harlan Please email or call with questions

Landon@ObuInteractive.com

800-619-5944 x.201

Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan