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Search Engine Optimization, Google AdWords & Blogs. Landon B. Harlan President, Obu Interactive. 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 - PowerPoint PPT Presentation
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Search Engine Optimization, Google AdWords & Blogs
Landon B. HarlanPresident, Obu Interactive
Email: [email protected] 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: [email protected] 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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
SEO Includes: (but is not limited to)
Email: [email protected] 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: [email protected] 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: [email protected] 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: [email protected] 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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
Title & M
ETA Data
GOODPOOR
Email: [email protected] 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: [email protected] 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: [email protected] 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: [email protected] 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: [email protected] 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: [email protected] 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: [email protected] 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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
Poor PPC Use
Email: [email protected] 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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
Differences in Search Engines
Search Volume & Ad positioning Age & Demographics Costs
Email: [email protected] 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: [email protected] 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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
Thank you – Landon Harlan Please email or call with questions
800-619-5944 x.201
Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan
