updated 9/8/11

How Search Engines Work Understanding SERPs & Influence On-Page SEO & Tactics Off-Page SEO & Strategies The Power of Online PR

Your Web Page

Your Web Page

Hi, I’m a “Search Engine Spider “(actually just a robot) Someone Else’s

Web PageSomeone Else’s

Web Page

SE DatabaseSE Database New, unique content! I’ll cache the “important” stuff for my SERPs

??

Who do you link to?

Other pages on your siteOther pages on your site

Your Web Page

Your Web Page

Hi, let me take a look ata few of your pages and seeif they’re different than mycache…

Someone Else’s Web Page

Someone Else’s Web Page

SE DatabaseSE Database Looks pretty much the same. I’m annoyed. I’ll come back some other time—maybe.

Other pages on your siteOther pages on your site

Your Web Page

Your Web Page

Hi, let me take a look ata few of your pages and seeif they’re different than mycache…

SE DatabaseSE Database Some of this is different! I’d better re-index the whole site.

??

Who do you link to?

Other pages on your siteOther pages on your site

New pages on your site

New pages on your site

SERPs = “Search Engine Results Page(s)

Most search engines work the same, but testing is critical

Remember, searches only the Cache

Search Query

Pay-Per-Click Ads (Sponsored)

“Organic” Results (Free)

Link from TITLE tag

“Snippet” from META DESCRIPTION Tag

Link from TITLE tag

“Snippet” from META DESCRIPTION Tag

The TITLE tag

Used to populate the META DESCRIPTION Tag

TITLE Tags Influence the SERP Link META Description Tags Influence the SERP

“Snippet” The URL is also important You’ll notice keywords are bolded in SERPs What is at the top VS the bottom of the SERP

is based on the “Relevancy” to the search query and a few other factors…

“On-Page SEO” Refers to everything we can do on the actual page (in the code) to influence search engines, their spiders and the SERPs TITLE/META Tags W3C Validation (Up to Code) Content-to-Markup (code) ratios Keywords and Keyword Density (how often used) Above/Below the Scroll And many, many more…

“Off-Page SEO” Refers to everything NOT part of the code/page itself—but there are ways to still influence, like: Who do you link to? Who links to you? How old is your domain? (when does it expire?) How many other sites use that keyword (a lot)? And many, many more…

JDM’s Site

JDM client portal

Links to the rest of JDM

JDM on Twitter

press release mentioning JDM

JDM in someone’s directory

Lots of other links push your competition to the next page

Pay-Per-Click Ads can help when you’re not at the top

Submit the site to various (related) directories Make sure you have a listing on Google Places

(and other location-specific sites)

Location-based query

Our Listing

Reviews, Photos, URL, Phone

Press Release

with Link to your site

Press Release

with Link to your site

Your SiteYour Site

Release on News SiteRelease on News Site

Release on News SiteRelease on News Site

Release on News SiteRelease on News Site

Release on News SiteRelease on News Site

Your SiteYour Site

Release on News SiteRelease on News Site

Release on News SiteRelease on News Site

Release on News SiteRelease on News Site

Release on News SiteRelease on News Site

Search Engines see all this and assume that you’ve got something interestingto say on the topic/keyword.

Don’t Cheat the System(like cheating on your taxes…)

New, Unique Content is Great! Duplicate Content upsets Spiders Recency helps a lot All SEO is more art than science There are no guarantees

Strategic SEO What are our goals/objectives? What tactics should/can we employ?

On-Page SEO Off-Page SEO Reporting

Optimization Status Performance Analysis Improvement Recommendations

Engagement Structure (Phased) Strategic SEO On-Page SEO Off-Page SEO Reporting

1. Proposal & SOW Approved (deposit made)2. Discovery (FTP and Google Analytics access)3. Benchmark Analysis (where are we now)4. Strategic Planning and Approval5. On-Page SEO Execution6. Off-Page SEO Execution7. Post-SEO Report(s)8. Review Post-SEO Recommendations