SlideShare a Scribd company logo
Sharing Search Engine
Optimization (SEO) with our
Friends
Introduction
Internet Marketing Overview
SEO How it works
Organic Search Marketing
Closing Remarks
Jonathan Moser is the president and
founder of finalsite and is responsible for the day to
day operations. Since 1998, Mr. Moser has been
bringing interactive web design and web software to
leading independent schools and organizations
around the world. finalsite currently serves over 250
independent schools and a total of nearly 800
schools and educational organizations around the
world.
Introduction
Take 5 minutes and talk to your neighbor about what you
would like to get out of this presentation!
Be Social.

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volume 9 internet marketing denverabout volume 9volume 9
4 Forms of Internet
Marketing
Email Marketing
Organic / Paid Search Marketing
Social Media1 2
4
3
Benefits of Internet
Marketing
• Easy to measure effectiveness and track
ROI
• Easier to segment and target market
• Niche marketing creates high ROI
opportunities
• Interactive opportunities – higher
conversion rates
E-mail Marketing
• Advertise Products & Services to Existing Client
Base
• Cost Effective Way to Advertise Online
• Promote Website or your school
• Automated Signup & Opt-Out Functionality
E-Newsletter from Avon Old Farms Site.
You can track who opened the e-mail
plus check on what links we’re clicked
the most.
Social Media
• Setup Accounts at your local Social Networking
site
• Push/Share News from your site with popular
Social Media Sites
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• Make sure you have a sustainable plan

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Paid Search Marketing /
Sponsored Links
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Organic Search Engine
Marketing
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• Receives 80% Of Search Engine Clicks
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School / Services
• Reach Applicants Throughout The Entire
Buying Cycle
Higher ROI Than Any Other
Form of Internet Marketing!
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Drive Qualified Traffic
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School New York City
NYSAIS
#1 Paid Sponsored AD:
NYC Christian Education
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SEO Before
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ExistedMinimal Organic TrafficLow ROI
From Website Visibility
Higher ROI Than Any Other
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SEO After
• Dramatically Increased Overall Visibility Obtained Over 162
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Traffic Increased Over 100% Increased ROI
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• Spiders (Bots)
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–They index (make a copy) of all your pages that they can find
–They come back sometimes daily, definitely monthly to keep their indexes current
–Robots can be kept off certain pages using your robots.txt file
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–Accuracy & Relevancy
–Speed
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Keywords Within the
Website Source Code
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• Improves Website Relevancy For Targeted
Phrases
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Understanding On-Page Optimization
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SEO is a technique that helps search engines find and rank websites higher in search results for relevant queries. It involves optimizing websites to be crawler-friendly and identifying keywords that best describe the website's content. Search engines work by crawling websites to index their content, processing search queries to calculate relevance scores, and retrieving results. While the basic process is the same, different search engines weigh various factors like keyword density and links differently, so optimization needs to be tailored for each engine.

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The Complete SEO tutorial

  • 1. Sharing Search Engine Optimization (SEO) with our Friends
  • 2. Introduction Internet Marketing Overview SEO How it works Organic Search Marketing Closing Remarks
  • 3. Jonathan Moser is the president and founder of finalsite and is responsible for the day to day operations. Since 1998, Mr. Moser has been bringing interactive web design and web software to leading independent schools and organizations around the world. finalsite currently serves over 250 independent schools and a total of nearly 800 schools and educational organizations around the world. Introduction
  • 4. Take 5 minutes and talk to your neighbor about what you would like to get out of this presentation! Be Social.
  • 5. 4 Forms of Internet Marketing Email Marketing Organic / Paid Search Marketing Social Media1 2 4 3
  • 6. Benefits of Internet Marketing • Easy to measure effectiveness and track ROI • Easier to segment and target market • Niche marketing creates high ROI opportunities • Interactive opportunities – higher conversion rates
  • 7. E-mail Marketing • Advertise Products & Services to Existing Client Base • Cost Effective Way to Advertise Online • Promote Website or your school • Automated Signup & Opt-Out Functionality E-Newsletter from Avon Old Farms Site. You can track who opened the e-mail plus check on what links we’re clicked the most.
  • 8. Social Media • Setup Accounts at your local Social Networking site • Push/Share News from your site with popular Social Media Sites • Links help SEO • Make sure you have a sustainable plan
  • 9. Paid Search Marketing / Sponsored Links • Listed Within 15 Minutes • Listing Based On Bids • Larger Budget = More Traffic • Easily Geo-target Visitors
  • 10. Organic Search Engine Marketing • Millions of Searches Done Every Day • Receives 80% Of Search Engine Clicks • Reaches Searchers Looking for Your School / Services • Reach Applicants Throughout The Entire Buying Cycle Higher ROI Than Any Other Form of Internet Marketing!
  • 11. Example: Top Rankings Drive Qualified Traffic #7 Ranking: Independent School New York City NYSAIS #1 Paid Sponsored AD: NYC Christian Education Higher ROI Than Any Other Form of Internet Marketing!
  • 12. SEO Before Very Little Organic Rankings ExistedMinimal Organic TrafficLow ROI From Website Visibility Higher ROI Than Any Other Form of Internet Marketing!
  • 13. SEO After • Dramatically Increased Overall Visibility Obtained Over 162 Top Rankings Increased Website Visitors by 187.50% Google Traffic Increased Over 100% Increased ROI
  • 14. How search Engines Work • Spiders (Bots) –Find you via links to your site (no need to submit) –They index (make a copy) of all your pages that they can find –They come back sometimes daily, definitely monthly to keep their indexes current –Robots can be kept off certain pages using your robots.txt file –Robots are like a regular web surfer, but they don’t hold cookies, no session variables –Most robots ignore javascript, and can’t see flash. •Search Engine Result Pages (SERPS) –Based on complex algorithm (mathematical formula) –We’ll review the basics of Google’s algorithm under inbound link development section •Goals of Search Engines –Accuracy & Relevancy –Speed –Make money while upholding integrity of their search results •Google Adwords, Yahoo’s Overture (pay per click) primary revenue sources.
  • 15. SEO Basics • Keyword Research • Baseline Ranking Report • On-Page Optimization • SEO Copywriting
  • 16. Understanding Keyword Research • Helps Define Targeted Search Phrases • Reaches Visitors Throughout The Buying Cycle • Phrases are Selected Based on • Conversion • Potential • Competition Level
  • 17. Example: Effective Keyword Research • A Question On Every Potential Website Owners Mind • Highly Converting Search Term – Closer to the End of the Buying Cycle • Competitive Term With a High ROI
  • 18. Understanding On-Page Optimization • Inclusion of Targeted Keywords Within the Website Source Code • Most Importantly • Title Tags • Meta Keywords & Descriptions • Image Alt Attributes
  • 19. Understanding On-Page Optimization • Revising Copy to Include Targeted Keywords • Improves Website Relevancy For Targeted Phrases • Helps Increase Website Rankings • Additional Copy to Existing Pages
  • 20. Understanding On-Page Optimization • List WebPages Available Within a Site • Contains Priority Of Page • Tells Engines When Pages Have Been Added • Replaces Manually Submitting Webpages • www.sitemap.org Standard
  • 21. Understanding Link Building • When a Website Links to Your Site • Helps Increase Popularity to Your Site • Drives Traffic to Your Website • Helps Increase Search Engine Rankings
  • 22. Sharing Search Engine Optimization (SEO) with our Friends www.finalsitesocial.com