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2. Search Engine Optimization Getting Found on the Internet Through Organic Searches of a Trillion Other Websites 3. My Name is Jim Byrd. My partner and I own and operate Twin Cities Dining Guide, an online directory of restaurants in the Twin Cities. 4. Heres the ideal scenario: Someone types in a phrase looking for what you have to offer and you show up at the top. This doesnt happen by accident! 5. Research shows that 70% of people using search engines regard the organic results of the search to be much more relevant to their inquiry than paid search items. 6. Research shows that 70% of people using search engines regard the organic results of the search to be much more relevant to their inquiry than paid search items. 7. Not only that, research has also shown that websites found through organic search results produce 17% more sales conversions than do paid listings. 8. So how DO you rise to the top of the search engine listings when your potential customer goes online to look for a product or service like yours? This presentation is not exhaustive by any means, but it will attempt to answer some basic questions about SEO and how to think about it. 9. Lets start by looking at the HTML code that produces the page on the web. 10. Just right-click somewhere on the page until a dialogue box pops up with choices 11. If you get a dialogue box that has choices like Save Picture As you have right-clicked over an image. Just move your mouse and try again. 12. The dialogue box should include a choice that says View Source. Click on it. 13. A new window should pop up in Notepad with the actual HTML code that produces the page. 14. Lets take a closer look, especially the section between and 15. It is clear that this site has not been optimized at all. How can I tell? Lets start with the title. 16. Now imagine that you are a computer looking for Fine Dining or Steak restaurants in Lino Lakes, MN. Would you look at a home page called Red Oak? No I think you would breeze right by it! 17. At least this sites home page has a title that is the partial name of the restaurant. You would be amazed how many sites have a home page entitled Home or Index 18. There are other issues too besides the title. The title should be listed first, then the description, then key words, with nothing in between them. A great deal of communication is possible with the search engines in just this little section of the HTML. 19. The truth is that most web designers and even web developers know little or nothing about search engine optimization. SEO is a completely different skill set, so even the easiest SEO practices are totally omitted. 20. Now lets look at the home page content. Dont forget, search engines are trying very hard to find websites that are relevant to peoples searches! 21. Well scroll down to look at the entire home page 22. Notice that there is very little text on the page. Ideally, descriptive copy should echo the meta tag description found in the source code. This tells the search engine that this site has a lot of content relevant to the search. 23. Actually, there are optimal word counts and key word density percentages that vary from one arena to another. This is the advanced SEO practice that requires an expert to get good positioning in a highly competitive field. 24. Now lets look at this restaurants profile page onTwin Cities Dining Guide 25. Here is the full Profile Page excludingthe TCDG banner and the six photos at the bottom of the page. 26. Lets look at the HTML code in the head section for this page. 27. Notice how the HTML title, description, and keywords are reinforced by the title and text on the page 28. This coordination of the HTML code and the page content is literally the tip of the iceberg in the SEO game. It is the first step in optimizing your chances for good placement in search engine results. 29. Now lets go to Google with our keyword phrase: Fine Dining Lino Lakes 30. Notice who has Positions #1 and #2 for this keyword phrase. 31. The first link goes to Red Oaks Profile Page, and the second goes to Bob McClains review. 32. Optimizing every Profile Page on our site is just one way that TCDG is able to increase our clients visibility on the Internet.