Search Engine Optimization

Impact on Distributor Success

Megan PenceMarketing Communications Specialist

August 1, 2011

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What is SEO and why should we care?> SEO = Search Engine Optimization

> The process of improving the visibility of a website or a web page in search engines via the "natural" (organic) or un-paid (algorithmic) search results

> SEO is improved by:> Frequent updates to site content> Videos> Linking and backlinking> Targeted keywords> Online Advertising (Pay per Click)> Social Media

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Content> WORDS

mean more to web crawlers than almost anything else

> Be specific in Titles and Headlines

> Check your meta tags

> Refresh, refresh, refresh!

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Content – http://www.sitemapdoc.com/Default.aspx

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Videos> One of the easiest ways

to boost SEO, without you creating content

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Videos> Add color

and interactivityto a web page

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Images

> FlickR

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Linking & Backlinking> Backlinking:

> www.gilbarco.com> Specific product pages> Public facing literature> Active YouTube Videos

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Targeted Keywords> How do you search on Google for a product or service?

> By the exact name OR by describing it?

Long Tail Keywords:Fuel Dispenser ReliablePoint of Sale social media functionalityForecourt Merchandising

Short Tail Keywords:Fuel DispenserPoint of SaleTV at the Pump

Gilbarco tracks more than 240 keywords each month

to tailor our content / keywords for optimal

ranking

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Online Advertising (PPC)> Be specific> Don’t blanket advertise, pick a specific product or service> Be prepared to change frequently if the results don’t come

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Social Media> It’s not enough to just have these

icons on your website – you have to PARTICIPATE & INTERACTon a weekly, if not daily basis

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Social Media> Learn what your customers are doing / selling / promoting> Understanding what people are saying & feeling about you

Digital media can seem overwhelming – we recommend you:

> Select three business pages - watch them for a week to see the level of engagement, what types of posts they are making and frequency.

> Start slow by interacting as an individual

> Ask questions and learn from others

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Distributor SEO Example

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Distributor SEO Example cont.

Image contains description and keywords. Web crawlers will be able to see and rank their page based on both these elements.

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Analytics > Tracking and monitoring

is a part of maintaining your web presence

> Educates you on:> Customer trends/interests> Traffic patterns (where your

customers are coming from)> Quantifiable data to build

on your strengths & weaknesses

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Analytics> Google is the easiest, meatiest way to track

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Analytics> Are everywhere!

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> TRENDS:> Higher number of pages/visit> Higher number of time spent on site> Lower bounce rate

Distributor Site Referrals

The most POWERFUL

place for SEO improvement

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What we are doing to help you

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Good Resources

> Me! megan.pence@gilbarco.com> ‘Get to #1 on Google’ – by: Ben Norman> ‘Occam’s Razor by Avinash Kaushik’ – Blog Posts> http://www.instantrankmeter.com/