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What every business needs to know today: Learning the basics of search engine optimization

What every business needs to know today: Learning the basics of search engine optimization. John Denny (@ johnhdenny ). In order to compete today -- every business needs to know the basics of SEO and becoming visible online. In order to compete today -- every

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What every business needs to know today: Learning the basics of search engine optimization

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  1. What every business needs to know today: Learning the basics of search engine optimization John Denny (@johnhdenny)

  2. In order to compete today -- every business needs to know the basics of SEO and becoming visible online

  3. In order to compete today -- every business needs to know the basics of SEO and becoming visible online "If local prospects can’t find you when they search online– you don’t exist". -John Jantsch

  4. Basics of SEO • Don’t need to know robots.txt strategy

  5. Basics of SEO • Don’t need to know robots.txt strategy • Do need to understand the basics of how Google ranks one site above another

  6. Basics of SEO • Don’t need to know robots.txt strategy • Do need to understand the basics of how Google ranks one site above another • And… you need to factor that understanding into how you run your business every day

  7. How I come to my view of the world • 25 years in marketing, a good portion spent at NY ad agencies leading brands like Staples, Sony, Royal Caribbean cruise lines

  8. How I come to my view of the world • 25 years in marketing, a good portion spent at NY ad agencies leading brands like Staples, Sony, Royal Caribbean cruise lines • Spent tens and hundreds of millions for these brands on mass media– primarily broadcast TV

  9. The world of marketing is changing • Mass media advertising like TV and radio have become less effective • Internet has changed the dynamic • Time spent online has skyrocketed over the last decade • Users are actively looking for what they want via search engines • The explosion in social media means “word of mouth” has gone on steroids

  10. The world of marketing is changing • Mass media advertising like TV and radio have become less effective • Internet has changed the dynamic • Time spent online has skyrocketed over the last decade • Users are actively looking for what they want via search engines • The explosion in social media means “word of mouth” has gone on steroids

  11. The world of marketing is changing • Mass media advertising like TV and radio have become less effective • Internet has changed the dynamic • Time spent online has skyrocketed over the last decade • Users are actively looking for what they want via search engines • The explosion in social media means “word of mouth” has gone on steroids

  12. The world of marketing is changing • Mass media advertising like TV and radio have become less effective • Internet has changed the dynamic • Time spent online has skyrocketed over the last decade • The explosion in social media means “word of mouth” has gone on steroids • The explosion in social media means “word of mouth” has gone on steroids

  13. The world of marketing is changing • Mass media advertising like TV and radio have become less effective • Internet has changed the dynamic • Time spent online has skyrocketed over the last decade • The explosion in social media means “word of mouth” has gone on steroids • Users are actively looking for what they want via search engines

  14. “In terms of getting someone to your business, (Google) is the single largest source of free traffic in the history of mankind”

  15. “In terms of getting someone to your business, (Google) is the single largest source of free traffic in the history of mankind” • “the reality is there are 100’s of billions of searches happening on Google every month, and some of them are people searching for what you have to offer.” • Dharmesh Shaw

  16. New Marketing Philosophy Get found by your best customers by creating an online presence that attracts qualified web visitors and leads.

  17. How does this work?

  18. Search engines love unique content, and the more useful content there is on your website, the more opportunities you give searchers to find your products and services.

  19. “We send out customer surveys to people who’ve purchased our cabinets… we’ve found over 90% of have found us or researched us online.” • Ben Argov, owner Sonoma Wine Accessories

  20. But…. • “I don’t have the budget to build a fancy web site”

  21. But…. • “I don’t have the budget to build a fancy web site” • “I don’t have a staff to write and design a blog”

  22. But…. • “I don’t have the budget to build a fancy web site” • “I don’t have a staff to write and design a blog” • “It’s easy to create content around something as interesting as wine, but my business is harder….”

  23. If the dumpster people can do it, so can you.

  24. Turn everything into content • Record everything and transcribe it all into text. Interviews, conversations, product DVD’s, personal opinions, etc. • Turn support emails into FAQ pages on your site • Start generating videos of everything

  25. John Shehata in the SEO World *Speaker: SES NY 2009, 2010 *Speaker: SMX Advanced Seattle 2010 *Speaker: SMX East NY 2010 *Speaker: WordPressWordCamp *SEOmoz Guest Blogger *Interviewed as SEO Expert by SearchEngineWatch

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