1. Search Engine Optimization 101 Building a Search Engine Friendly Web Site. • The popularity of Search • SEM and SEO • SEO: Understanding the Algorithm (aka “Secret Sauce”) • ABCs of SEO

2. Search Engine Optimization 101 Top 10 Search Providers by Searches July 2007

3. Search Engine Optimization 101 FAMILY FEUD Name the top 10 keyword(s) queries for Monday, Sept 17 and Tuesday, Sept 18. Source: WordTracker Report based on Metacrawler data Where’s Maps? #75 Bratz games to play #76 Maps #77 Gospel music lyrics …#79 Obituaries …#86 Pictures of cats …#93 Pamela Anderson #1 Vanessa Hudgens #6 eBay #2 Myspace #7 Kevin Everett #3 Google #8 Play Games #4 Britney Spears #9 Myspace.com #5 Yahoo #10 Play Game

4. Search Engine Optimization 101 Keyword = “maps” • Map = 913,176 • world map = 143,232 • united states map = 44,685 • google map = 44,029 • us map = 39,890 • map of europe = 38,188 • map quest.com = 38,077 • find map = 37,776 • usa map = 33,798 • map of the world = 32,092 • map of florida = 26,552 • map questcom = 25,091 • map of africa = 24,889 • map of mexico = 23,279 • map of the united states = 22,137 • yahoo map = 21,414 • map of canada = 20,439 • map of italy = 20,124 • map of california = 20,057 • florida map = 19,310… • 100. north america map = 5,114 One Search Engine One Month Top 100 “map” keywords 2,293,814 queries

5. Search Engine Optimization 101 Four Ways For Customers To Find Your Website • Typed/Bookmarked URL • Links from Other Web Sites • Online Advertising (CPM, CPC, CPA) • Search Engines

6. Search Engine Optimization 101 SEM = Search Engine Marketing The process of paying for placement within search results (“filling the blanks”) SEO = Search Engine Optimization The process of optimizing a website to achieve high “natural” or “organic” placement within search results

7. Search Engine Optimization 101 SEO: Understanding the Algorithm (aka “Secret Sauce”) Ex: Google Algorithm and “TrustRank” System • Algorithm is complex mathematical formula for determining keyword relevance • Employs artificial intelligence called Latent Semantic Indexing (LSI) to identify naturally written content • Moving from “PageRank” to “TrustRank”

8. Search Engine Optimization 101 Google “TrustRank” cont. TrustRank Factors: Domain Name Registration Visitor Focused Content Trusted Inbound Links Visitor Behavior SSL Certificate Content is “King” Forget about keyword density Don’t keyword SPAM If Content is “King” then Links are “Queen” Links must come from relevant sites (“link acid test”) Linking is page-centric, not site centric (10,000 links to 1,000 pages is better than 100,000 links to 1 page) Get a “Link Magnet” feature Register domain for at least 5 years (preferably 10 years) http://www.domaintools.com can be used to determine length Hiding whois information is not viewed as a trustworthy act Hyphenated domains and URLs are not advantageous Secure Socket Layer (SSL) Certificate is a viewed as a sign of a trustworthy site Visit duration is a search engine ranking factor

9. Search Engine Optimization 101 ABCs of SEO Accessibility Correct HTML errors Sign up for Google/Yahoo Webmaster Accounts Upload your sitemap Employ well written metadata (titles, descriptions, & keywords) Avoid Flash and/or graphic only navigation Place keywords in link text Breadth of Content Write copy for humans, not search engines Develop “link magnet” features Find something to sell for Secure Socket Layer (SSL) Build out detailed About Us pages Build out Media Centers Consider writing a blog or offering a consumer forum Commitment Don’t think short-term Test, test, test and measure, measure, measure Build external links Don’t rely on link farms or reciprocal links SearchEngineWatch.com and WebsiteMagazine.com Consider using an SEO firm (SEMPO.org)

10. Search Engine Optimization 101 Questions? John Serpa, President/CEO John@Maps.com 805.685.3100 x 122 Jeff Chappell, Dir. Online Services Jeff@Maps.com 805.685.3100 x 119