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Email: [email protected] Phone: 619-807-9654.

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

Search Engine Optimization, Google AdWords & Blogs

Landon B. HarlanPresident, Obu Interactive

Email: [email protected] Phone: 619-807-9654

Page 2: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

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: [email protected] Cell Phone: 619-807-9654 Twitter:

http://twitter.com/landonharlan

Page 3: Email: Landon@ObuInteractive.com Phone: 619-807-9654.
Page 4: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Search Engine OptimizationMy definition: Includes multiple methods of promoting the website, with the goal of a consistent top ranking for preferred searches that generate business.

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 5: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

SEO Includes: (but is not limited to)

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Content – 80% of your website Link Popularity Search Directories Create a Blog Title Tags & META Data Internal Website Linking

Page 6: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Content – Still King!

What Google wants What visitors want Increases relevancy

to the searches you SEO for

KILLER WEB CONTENT GERRY McGOVERN

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 7: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Link Popularity

Quality is important More quality links

the better

Be careful who you associate with!

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 8: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Search Engine Directories

Could jump you past the competition

DMOZ – Free Yahoo Directory -

$299 Best of the Web $99 Business.com -

$299

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 9: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 10: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Title

& M

ETA

Data

GO

OD

PO

OR

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 11: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Internal Website Linking

Link popularity to your own pages!

Improve the usability (user-friendliness)

Appear more modern and resourceful

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 12: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 13: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 14: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

SEO – Choosing a Company

1. Referrals & Case Studies2. Know where they are and talk to executive

management3. Exclusivity factors

Legal v. non-legal SEO companies

4. Ask for a plan5. What happens if the goal is not reached?

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 15: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 16: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Email: Landon@ObuInteractive Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

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

Page 17: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 18: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 19: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Poor PPC Use

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 20: Email: Landon@ObuInteractive.com Phone: 619-807-9654.
Page 21: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

PPC Metrics – Basic 3

1. How much are you spending?

2. How many people are clicking your ads?

3. How many converting/contacting your firm?

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 22: Email: Landon@ObuInteractive.com Phone: 619-807-9654.
Page 23: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Differences in Search Engines

Search Volume & Ad positioning Age & Demographics Costs

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 24: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

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: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 25: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Miscellaneous

Dual monitors

Get association logos on your website

Website video

Internet & website contacts require an immediate response

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan

Page 26: Email: Landon@ObuInteractive.com Phone: 619-807-9654.

Thank you – Landon Harlan

Please email or call with questions

[email protected]

800-619-5944 x.201

Email: [email protected] Cell Phone: 619-807-9654 Twitter: http://twitter.com/landonharlan


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