SEO from the Ground Up! Jack Roberts President and CEO of Peak Positions.

SEO from the Ground Up!

Jack RobertsPresident and CEO of Peak Positions

Search Engine OptimizationServices Overview

Peak Positions SEO | 400 E. Eighth St. | Traverse City, MI 49686

Tel: 231-922-9460 | www.peakpositions.com

Peak PositionsPartial Consumer Client Roster

Organic SEOThe Most Effective Form of Marketing

Maximizing Website Exposure on: Google, Yahoo and Bing

Secure Top Keyword Positions in Google on Senior Care, Products, & Services

Generating More Quality Search Traffic

Top 20 Search Engines

Proven SEO Services Designed to Maximize Exposure in the Major Search Engines.

“Robot Crawlers” or “Spiders” Use Algorithms To Determine Order of Search Results.

“Spiders” Favor HTML Text: Page Titles, Descriptions, Keywords, Content Relevancy & Links.

Related Keywords: Now Playing a Critical Role.

Traffic Volume by Search Engine

2014 Search Market Share:

Google – 70%

Yahoo – 18%

Bing – 12%

Search Engine-Spider Relationship Chart

Search Engine Type of Main Results

Provider ofMain Results

Paid Results

Directory &/orBackup Results

AllTheWeb

AOL Search

Ask Jeeves

Google

Bing

Google AdWords

Open Directory

Yahoo

Crawler

Crawler

Crawler

Crawler

Crawler

Paid

Human

Crawler

AllTheWeb

Google

Google

LookSmart/Zeal

Google

Open Directory

Yahoo / Bing

(Overture Owned)

Teoma(Ask Owned)

Yahoo

Google

Google

Google

Yahoo

Google

n/a

Yahoo

n/a

Open Directory

Inktomi

Inktomi

n/a

Yahoo / Inktomi

Open Directory

Open Directory

Backup from

Focus on The Big Three Spiders

The Big Three spiders power 97% of all keyword searches in North America.

Organic search results in the Big Three search engines are determined by three robot crawlers / spiders.

Search spiders favor html elements and text.

The Big Three spiders use similar core algorithms.

Optimize And They Will Come

94% of ALL internet sessions involve at least one keyword search.

Why Optimize?

86% of all new, unique website visitors are delivered to a website for the first time by a major search engine or search directory.

Searching continues to be the second most popular online activity, second to e-mail communication in terms of popularity.

The Two Most Popular FormsOf Search Marketing:

Search Engine Optimization (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" or un-paid ("organic" or "algorithmic") search results.

Search Engine Marketing (SEM)Search Engine Marketing (SEM) is keyword advertising, sponsored listings, pay per click (PPC) or paid inclusion.

Google AdWords PPCSponsored Ads: SEM

Organic Search Results

Clicked 7 Times More Than Paid Ads

Senior Care & Elder Care Popular Search Categories

More Seniors Using The Internet

59% of Adults Ages 65+ Use the Internet

71% Go Online Every Day

Seniors Online Activity

75% Use Email

58% Search For Goods & Services

53% Research Health Information

Senior Internet Use By Age & Income

PewInternet.org – Sept. 2013

Adult Children Play Key Role

Among Seniors Who Go Online, 56% Need Help if They Want to

Take Action & Convert

Adult Children: Submit Contact Forms Schedule Appointments Locate Vendors Make Purchases Serve as Coordinators Educate & Inform

GSN AdWords CampaignsHome Modification Campaign

Keywords: Senior Home Modification, Wheelchair Ramps, Universal Home Design

In-Home Care Campaign

Keywords: In-Home Care, Companion Care, Senior Home Healthcare

Medical Supplies & Equipment Campaign

Keywords: Medical Supplies, Durable Medical Equipment, Medical Supply

Senior Mobility Campaign

Keywords: Mobility Products, Power Wheel Chairs, Scooters, Electric Lift Chair

Search Engine Optimization (SEO)

SEO affects natural/organic listings.

Sites are ranked based on a Relevancy Algorithm:

• Search engines rank web pages in terms of relevance to a keyword search query

• Each search engine uses its own algorithm, which is frequently updated to ensure results page integrity

• Key variables include: Content Relevancy, Keyword Density, Quality of Page Code and Link Popularity

A spider, or “crawler” is sent to a web page in order to evaluate the content of the pages.

During this process, the spider continuously sends information about pages back to its databases at the search engines.

The spider is programmed to apply PageRank to all public pages.

When users search, the search engine delivers cached/stored results, rather than searching the web in real-time.

Search Engine Optimization (SEO)

Website Optimization ProcessHow The Peak Positions Team Secures Top Keyword Positions

Organizing the entire domain: homepage, primary inside pages, sitemap, linking and link architecture.

Analyze Site Architecture – Code Issues, Link Issues, Audit Site Keyword Research / Keyword Identification Organization of Internal Site Elements Search-Friendly URL Naming Internal Link Architecture – Header Nav, Footer Nav, Left Nav Organize Page Code and Structure Sitewide Custom Meta Head Tags – Unique Title, Description, Keywords Optimize Alt Tags Optimize Content – Increase Relevancy With Content Themes HTML and XML Site Maps External Link Popularity – Building Backlinks

Fundamentals of Optimization

SEO Q & A