Search Engine Optimization SEO by yaofenjin

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									Search Engine Optimization
          (SEO)



       By: Alex Robertson
      Spartanburg Steel Products
Stand out from your competition online


WEBSITES

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Why your website is important
            of buyers use the internet to research
            purchase decisions


The average number of people involved
     in making a purchasing decision =

                    of buyers will seek a new
                    supplier1 if your website doesn’t
                    provide the information they
                    need.
                                   1
                                   ThomasNet / Google Survey
                                                               3
The new process for supplier sourcing
    OLD

                      The industrial sourcing
                   process has evolved from one
                          that was largely
                      offline & collaborative


                      to one that is largely
                      online & independent




                                                  4
Website essentials

           Buyers Expect

           Detailed information
           Ease of use
           Up-to-date information
           Search tools & functionality
           Ability to take action


                                           5
 Building a website that works
Start by asking some basic questions:
• Who are your target audiences? Engineers, purchasing agents, facilities &
  maintenance professionals, etc.?
• What products/services do potential customers look for? Can they verify
  that you offer these products/services from your home or landing page?
• How do your customers shop? What keywords or products are they likely
  to search to find what they need?
• What tools do you need to make available on your website to help them
  drill down to the exact product or service they want?
• What questions will potential customers ask about your offerings? What
  info do you need from a prospective buyer to quote the job?
• Does the information you provide on your website persuade people to
  contact you, or buy from you?
                                                                              6
Measuring the results
•   How many unique visitors came to my site this week?
•   How long did they stay?
•   What pages did they view?
•   Where did these visitors come from?
•   What key phrases did they use?
•   How many of these visitors took an action?




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Search Engine Optimization


SEO
                             8
 Search Engine Optimization (SEO)
• SEO - Increasing visitors to your website or landing page
  by improving positioning within browser search results
• Search Engine Rankings (2010 US)




                                                              9
 SEO Success Pyramid
Pyramid Reference
CLICK ICON




                       10
 SEO you can do
        Post your company/product related photos to a free image hosting
        site, i.e. Flickr.com
        Save your sales & company presentations as video files and post
        them on YouTube
 Be sure to tag your photos & videos with relevant keywords & descriptions, and your
          company website URL to link the photos &/or videos to your site!!!
        Enter your company’s website info on web directories, i.e.,
        AboutUs.org, DMOZ.org
         Manage & update your website info & business location entry on
         Google (via G. Maps) - this helps your site appear in area search results
         Post white papers / write an entry about your company’s history and
         manufacturing processes on Wikipedia
          Be careful not to “advertise”, only post general information & knowledge using
                     non-promotional wording or they will reject your posting)



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  Tools & reference material

        Search Engine Optimization (SEO)                CLICK ICON




How to Plan a Successful SEO Campaign                   CLICK ICON



 Suggested Books:
• Pull : The Power of the Semantic Web to Transform Your Business – David Siegel

• Web Marketing All-in-One For Dummies
 - Arnold, [et. All]




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