Boss-Convincing Reasons to Invest in Search Engine Optimization

1. Boss-Convincing Reasons to Invest in Search Engine Optimization Presented by, B Line Marketingwww.BLineMarketing.com

2. No Love From Googles’ Spiders

3. SMB Invest More in Digital Media Investment in Online Media Surpasses Traditional Media for First Time among Small-Business Advertisers (Source: Local Commerce Monitor: 2007-2009)

4. What is SEO? Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via "natural“ ("organic" or "algorithmic”) • 1000s of factors involved in algorithm • Can be complicated and messy • Always changing and redefining itself based on market, competitiveness, technology and new engines • Should be utilized in all online marketing and PR materials • Helps determine strategy for long-term success • Yields the highest ROI* (eMarketer)

5. Killing 5 Birds with One SEO Campaign

6. SEO Proved Most Effective • Comparing low cost traffic sources • SEO proved more effective than email, blogs,links, viral video and social site profiles

7. SEO Can Be a Simple ProcessBut HARD to Execute • Multiple pieces to coordinate • Several departments to work with • Lots of different skill sets (content writing, technical know-how, PR/ relationship-building, creative thinking, analytical thinking, etc.) • Chasing a moving target with new SEO requirements like search engine updates and new technology

8. SEO Can be Complex: 1000s of Factors Influencing Ranking

9. An organically (SEO) ranked site in position #1-6gets more visibility than a #1 ranked paid search (PPC) advertisement (source: Comscore) • SEO drives 75%+ of all search traffic (source: SEMPO) • Companies are pulling budget from other media and continuing to increase their online ad budget by over 1% each year since online is more trackable (source: eMarketer) Organic vs. PPC

10. Low Cost per Lead from Inbound Marketing Tactics • Low cost per lead with SEO, social media and blogs • SEO proves again to be a lower cost than PPC • SEO strategy necessary in order to achieve effectiveness of social search and blogs

11. SEO Strategy Comes First • SEO strategy should come FIRST before the social media strategy • The results of SEO strategy can help with your social media planning and viral marketing

12. Who Cares Unless You Can be Found • Facebook requires a search • YouTube requires a search • Images.google.com requires a search • Flickr.com requires a search

13. More media accessible, the more likely to achieve top ranking • Google’s search results page pulls from various media databases (i.e. images.google.com) • Optimized video or images are less competitive and often easier to rank than text • Optimizing several media types can have a multiplier effect and boost rankings More Optimized Media = More Rankings

14. Blended Results from Google Pulls In Video and Image Content

15. One Google Web Search Pulls News, Local and Image Results

16. Optimize Your Blog For Real Estate on Search Results Page

17. More Market Share Requires A Smart SEO Strategy • When Bing serves Yahoo search results (likely Q4 in 2010) they will be bigger contenders for market share • More leads possible from Yahoo and Bing • Staying on top of Bing algorithm is critical to reaching 26% of search engine market • New tactics apply to earning Bing rankings

18. Sandwich SEO Into Your Website

19. Keyword Research Is Fundamental • Keyword research shapes SEO strategy • Terms organized by theme, popularity, relevance, competitiveness, existing rank • Generate ideas and solutions for “sticky” articles, FAQs and blog topics • Terms used in shaping social media strategy, blogs and link back guidelines

20. This peaks at 4 words per phrase • DoubleClick and comScore found that the majority of clicks on searches came from generic searches- not brand names. Longer Phrases = Higher Conversions

21. Multiplier effect happens • Targeting one 3+ keyword phrase can improve several related terms • Global site edits for primary terms improve rankings for secondary sets of terms • Still requires consistent maintenance One Optimized Phrase Packs a Punch

22. Optimize Off-Page Referrals • Various streams of traffic help referrer traffic to website. • Optimize the process to boost quality of link back and page rank. • Listen to social community for new long-tail keyword phrases. • Listen for branding, feedback, ideas and PR pulse. • Understand profile oftarget audience and how they like to engage and with what media.

23. Maintenance Pays Off for Ongoing Long Term Success

24. Qualifications • 45+ years of combined experience • Google Analytics Certified • Search Engine Workshop Certified • UBC Award of Achievement in Web Analytics • Certified by Market Motive for Online PR • eMarketing Talk Show co-host, podcaster with leading SEO experts • Up to date on latest tactics, strategy, technology, etc. • Relationships with search engines themselves and other gurus in industry

25. Let us know if we can help… Brooke SpilbergSenior Search Marketing Strategist B Line Marketing 800-356-4319 x12brooke@blinemarketing.com