Using Google and

Search Engine Optimization

to Market Your

Business

Search Volume Keeps Rising

Source: Mediapost

Search Market Share, Sept. 2010

Source: comScore

Search Engine Optimization Search engine optimization (SEO) is building or modifying your

website so it appears near the top of search results pages.

Being Found = 2 Sides of the Coin

Searcher

(customer)

Your

website

Query on search engine

What Are They Searching For?

(Hold that thought.)

How to Optimize Your Site

Optimization efforts fall into two broad categories:

• What you say about yourself

• What others say about you

What You Say

• Text on page

• Text in headings, titles, ―metadata‖

• Content

• Proper code

Keywords

Searcher’s intent is informational or transactional

Keywords

Ford

Keywords

Ford cars

Keywords

Ford Fiesta

Keywords

Ford dealers Hamden CT

Keyword Research

• Ask customers and prospects

• Internal search engine

• Analytics

• Keyword tools – Google, Wordtracker

Secure your international trade through informed customs compliance

19CFR Trade Consulting LLC helps international trade executives navigate complex customs regulations. Our services

give you an advantage in meeting the sourcing challenges of the competitive global market. We provide practical, cost-

effective and legally sound advice that enables you to satisfy your compliance requirements promptly, respond to

government inquiries, reduce costs, and potentially increase your profits.

Keyword Placement

In your headlines, subheads and text

What you gain from 19CFR

• Affordable, realistic, highly competent guidance on complying with customs regulations.

• An accomplished team of professionals with extensive experience in international trade and customs compliance.

Team members include an attorney, former U.S. Customs officials and two licensed customs brokers.

• Skill in all aspects of customs compliance and international trade, including hard-to-find expertise in areas requiring

accounting expertise such as related party transactions.

• Comprehensive experience in classification for hundreds of commodities including chemicals, electronics, textiles

and machinery.

• Unrelenting diligence over the entire duration of complex, drawn-out cases. We do not rest until all your customs

compliance issues are resolved.

• Business knowledge beyond customs compliance and international trade. We understand your larger corporate

goals and work with your organization to find the solutions you need.

• Relationships with international trade attorneys, whom we often assist on a subcontract basis. If necessary, we can

refer you to the right law firm for your case, preserving continuity and confidentiality.

Read about specific areas in which we can help you. Contact us to discuss your customs situation. Our experience

gives us insights that may bear on your issues.

Keyword Placement

In your page titles and descriptions

Keyword Placement

In your content (web copy, articles, press releases, blogs)

How to Write Copy for Your Website

by Arun Sinha © 2009

While attractive design and clean coding make a website easier to use, it's the words on the site that sell. Words

used wisely bring search engines to your site and make or break your connection with your human readers.

Here are some general tips on writing for the web, followed by suggestions on what to write on specific pages of

your site.

Web Writing: General Tips

Be audience-focused. That is, write with your audience in mind. Remember there is a live person at the other

end reading your website. Whatever you say needs to be of interest to them.

Write in a friendly and informative tone. Customers go to the web looking for information. Tell them details about

your product and its benefits. Don't use marketing hype — simply inform them about your offerings.

Be interesting. Be relevant. Offer solutions.

Write economically. Web copy should be at least half as long as printed copy. Users don't read web text word by

word, they scan the copy.

To make your copy scannable, write short words, short sentences, and short paragraphs. Use boldface, bullets,

indents, and subheads.

Use keywords. Develop 2 or 3 keywords (or keyphrases) for each page of your site, and use them throughout

your copy. Repeat the keywords as often as you can while still sounding natural to your readers.

(snip)

Why Keywords? Relevance

Use Proper Software Code

• Google can’t read Flash reliably

• Google can’t read JavaScript

• Use clean HTML and CSS

Tell your programmer

Build Content

• Articles

Syndicate through article distribution sites

Write for specific outlets

Post on your site

• Blogs

Publicize your blog

Blogroll

• Press releases

Distribute through paid and free sites

• Social media postings

Search engines love content

Embed Links in Your Content

Arun Sinha is president of Access Communications, a

marketing communications, technical writing and web

development company in Stamford, Connecticut, USA. Visit

http://www.accessc.com for more information on copy writing,

websites, and Internet marketing.

What Others Say • Incoming links

• Anchor text should contain keywords

• Some sites have heavier weighting

Traffic Conversion

• Fulfill expectations set up by SEO

• Create custom landing pages; don’t send

all visitors to the home page

• Provide a clear eyepath for taking action

• Communicate clearly and with focus

Making your website findable is only half the battle;

converting visitors to customers is the other half.

Google Free Tools

(OK, some Google free tools )

• You will need a Google account to access these tools

• You don’t need a Gmail email address to create a

Google account

Google Analytics

Google Analytics

• Access via google.com/analytics

• Tells you information such as:

Number of visitors

Location

Top pages viewed

Top entry pages

Top exit pages

Keywords

Operating system

Browser

Which links on your site were clicked

...And much more

• You will need to add code to your website

Google Places

(formerly Local Business Center)

Google Places

• Access via google.com/lbc

• You can add photos, video, coupons, reviews

• You don’t need a website to have a Google Places

page – in fact, Google might automatically create

one for you

• After you set it up, Google contacts you to verify

the business

• Analytics available – track your results

SEO in a Hurry - Google AdWords

Google AdWords

• NOT free!

• Access via adwords.google.com

• Ads run on the top and along the right side of

search results

• Keywords trigger ads

• Price for each keyword are set by auction

• You pay Google every time someone clicks on

your ad

Other Google Free Tools

• Blogger (Blogspot)

• YouTube

• Sites

• Docs

Create content on these sites, link back to your website

Arun Sinha, President

31 Island Heights Circle,

Stamford, CT 06902

www.accessc.com