The Internet is a powerful tool, especially for marketing your business. Learn the basics in what online tools are available for small businesses to market their business, how Search Engine Optimization can work for you and some tips for managing it all.

1. Sigma Free
Presents…
Search Engine Optimization
and Keys to Online Marketing
Sponsored by:
Moe Technologies
Provided by Sigma College of Small Business, Inc.

2. Sponsored by:
Introductions
Keynote Topic
Search Engine Optimization
And Keys to Online Marketing
Our Sponsor: Moe Technologies
Break – Refreshments and Networking
Ask
Questions Keynote Conclusion
Any Time Search Engine Optimization
And Keys to Online Marketing
Search Engine Optimization and Keys to Online Marketing 2
Copyright 2010 Sigma College of Small Business, Inc.

3. Sponsored by:
Online Marketing
Banner Ads
EMail Advertising
Build Yourself
Web Site
Contract
Search
Social
Engine
Networking
Optimization
Search Engine Optimization and Keys to Online Marketing 3
Copyright 2010 Sigma College of Small Business, Inc.

4. Sponsored by:
Online Marketing
Banner Ads
EMail Advertising
Build Yourself
Web Site
Contract
Search
Social
Engine
Networking
Optimization
Search Engine Optimization and Keys to Online Marketing 4
Copyright 2010 Sigma College of Small Business, Inc.

5. Sponsored by:
Why Use It?
Online and Search Engine Marketing
• 8.089 billion searches in Sept 08 Source: Nielson Online
– That’s about 100 billion searches a year!
• Over 1 billion local searches every month
Source: WebVisible/Nielsen NetRatings, Sept 2007
• Search Engines are the #1 resource used by consumers looking
for products and services from local businesses Source: WebVisible/Nielsen
NetRatings, Sept 2007
• 78% have used the internet to research a product or service
online before purchasing it offline.
Source: WebVisible/Nielsen NetRatings, Sept 2007
• 85% of people agree the quality of a business owner’s website is
an important factor in earning the consumer’s trust.
Source: WebVisible/Nielsen NetRatings, Sept 2007
Information as collected and originally presented by RevBuilders Marketing
Search Engine Optimization and Keys to Online Marketing 5
Copyright 2010 Sigma College of Small Business, Inc.

6. Sponsored by:
Online Marketing
Three Benefit Categories
• Online: Related to the internet, web or email
• Marketing: Generating Profitable Revenue
Communication
Distribution • Reach is Incredible!
• Downloadable products – 2 B Worldwide
• Online Delivery (Education) – Over 70% of US Adults
• Direct Distribution (Clearinghouse) • Rate is Flexible
– Manage the number of
impressions
• High Impact
Efficiencies
– Precise Targeting
• Reduce Cost
– User Interactivity
• Orders / Sales
• Tracking
• Support
– Inexpensive, Simple and Accurate
• Follow‐up
Search Engine Optimization and Keys to Online Marketing 6
Copyright 2010 Sigma College of Small Business, Inc.

7. Sponsored by:
The Online Marketing Spectrum
Where are You?
Exclusive Centric Integrated Support Marketing Presence
One Page
No Site
Business
Directory Only
Search Engine Optimization and Keys to Online Marketing 7
Copyright 2010 Sigma College of Small Business, Inc.

8. Sponsored by:
Online Marketing Choices
Key Areas to Address
Email Advertising
• Many Options
• Direct marketing
• Standard Rules
• Utilize Interactivity
Apply
• Tech Advantages Web Site • Rate, Reach, Impact
• Basis for Online Marketing
• Other choices drive traffic
SEO • Ensure it meets your
Online
• DIY Effectiveness objectives
• Qualify Networking
“Professionals” • Social Networking
• Search Like • Blogging
Customer
Search Engine Optimization and Keys to Online Marketing 8
Copyright 2010 Sigma College of Small Business, Inc.

9. Sponsored by:
Online Marketing Choices
Key Areas to Address
Email Advertising
• Many Options
• Direct marketing
• Standard Rules
• Utilize Interactivity
Apply
• Tech Advantages Web Site • Rate, Reach, Impact
• Basis for Online Marketing
• Other choices drive traffic
SEO • Ensure it meets your
Online
• DIY Effectiveness objectives
• Qualify Networking
“Professionals” • Social Networking
• Search Like • Blogging
Customer
Search Engine Optimization and Keys to Online Marketing 9
Copyright 2010 Sigma College of Small Business, Inc.

10. Sponsored by:
• Organic Search Results
• Based on search engine “crawl”
• relevance of site to search phrase
• “Sponsored Links”
• “Sponsored Links”
• Positioned using
• Premium position by buying premium key phrases
normal adwords
• Improve position
with more click
through and
relevancy
Search Engine Optimization and Keys to Online Marketing 10
Copyright 2010 Sigma College of Small Business, Inc.

11. Sponsored by:
Sponsored by:
Search Engines
Two Approaches
Search Engine Optimization (SEO)
• Organic results of search
• Preferred Method for Generating Web Traffic
– Credibility
– More likely “click”
• Goal is first page SE listing
– ON MOST LIKELY SEARCH PHRASES!
Search Engine Marketing (SEM)
• Paid results of search
• Title and Description are critical
• Bid on and pay for key words
– Amount based on key word popularity
• Positioning based on amount paid and relevance
Search Engine Optimization and Keys to Online Marketing 11
Copyright 2010 Sigma College of Small Business, Inc.

12. Sigma Free
Presents…
Search Engine Optimization
and Keys to Online Marketing
Sponsored by:
Moe Technologies
Provided by Sigma College of Small Business, Inc.

13. Sponsored by:
SEO Check List
• Title tag, 2‐3 keywords, Company, Location – 60 to 65 chars
• Meta Description – describe what is on the page
• Homepage – keyword based text 350 to 500 words
• Google Analytics, free & setup for weekly reports
• H1 & H2 tags more important then text, use keywords
• Address, Phone #, Email, Contact form & Map
• Areas served, counties and communities on homepage
• Add keywords to all images (alt=) and href links (title=)
• Robots.txt & sitemap.xml files control search engines
Search Engine Optimization and Keys to Online Marketing 13
Copyright 2010 Sigma College of Small Business, Inc.

14. Sigma Free
Presents…
Search Engine Optimization
and Keys to Online Marketing
Sponsored by:
Moe Technologies
Provided by Sigma College of Small Business, Inc.

15. Sponsored by:
The Online Marketing Strategy
Establish Drive Traffic Sale, Delivery
Web Site • Align Marketing
• Desired Steps in Channels and Follow‐up
Sales Process • Utilize Multiple • Smooth Motion
• Searchable and Communication Through Sales
Relevant Channels Process
• Integrated with • Establish and • Ensure Customer
Marketing understand Receipt
Message tracking • Communication is
mechanisms Critical
Search Engine Optimization and Keys to Online Marketing 15
Copyright 2010 Sigma College of Small Business, Inc.

16. Sponsored by:
Social Networking
What is it and where does it fit?
• Communication Channel
– Flexible communication platform
– High interactivity potential
– Variety of social networking sources
– Social Networking is “near real time”
• Must stay current to be relevant
• Part of the Integrated Marketing Strategy
– Determine the fit as you learn
– Choose the platforms that are most affective
– Plan for the time demand to stay current
Sponsored by:
Search Engine Optimization and Keys to Online Marketing
16
Copyright 2010 Sigma College of Small Business, Inc.

17. Sponsored by:
Steps to Improve Online Marketing
• Determine Your Online Strategy
– Where SHOULD you be on the spectrum
– Additional Revenue Sources Available?
• Build Foundation and Work Up
– There is a lot you could do...
...but only so much you CAN do now
• Prioritize on a Sound Marketing Plan
– Same marketing principles apply online
Search Engine Optimization and Keys to Online Marketing 17
Copyright 2010 Sigma College of Small Business, Inc.

18. Sponsored by:
Sigma College of Small Business
• Upcoming SigmaFree Classes Critical Business
– 3/16 – Using Quickbooks for Better Areas
Decision Making Strategy and Planning
– 3/23 – Spread the Word! Get More with Marketing and Sales
Integrated Marketing Accounting and
Finance
• Focus Workshop
Operations and
– 3/30 – You Can Leverage the Online Quality
Social Network Leadership and
• 10am – 2pm, $199 Administration
Technology and
Innovation
Dedicated to the Learning Needs of Small Business!
18
Copyright 2010 Sigma College of Small Business, Inc.