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Search Engine Optimization, Google AdWords & Blogs

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

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Search Engine Optimization, Google AdWords & Blogs

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  1. Search Engine Optimization, Google AdWords & Blogs Landon B. Harlan President, Obu Interactive Email: Landon@ObuInteractive.com Phone: 619-807-9654

  2. 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

  3. Search Engine Optimization My definition: Includes multiplemethods 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

  4. SEO Includes: (but is not limited to) • Content – 80% of your website • Link Popularity • Search Directories • Create a Blog • Title Tags & META Data • Internal Website Linking Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

  5. 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

  6. 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

  7. Search Engine Directories • Could jump you past the competition • DMOZ – Free • Yahoo Directory - $299 • Best of the Web $99 • Business.com - $299 Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

  8. 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

  9. Title & META Data GOOD POOR Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

  10. 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

  11. 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

  12. 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

  13. SEO – Choosing a Company • Referrals & Case Studies • Know where they are and talk to executive management • Exclusivity factors • Legal v. non-legal SEO companies • Ask for a plan • What happens if the goal is not reached? Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

  14. 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

  15. Pay Per Click - PPC Near immediate, controllable, internet advertising that you are only charged for when people click to view your site. Overview Benefits Poor PPC Metrics Email: Landon@ObuInteractive Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

  16. 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

  17. 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

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

  19. PPC Metrics – Basic 3 • How much are you spending? • How many people are clicking your ads? • How many converting/contacting your firm? Email: Landon@ObuInteractive.com Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

  20. 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

  21. 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

  22. 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

  23. 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

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