SEO for the CEO

1
SEO for the CEO The webinar will begin in 10
minutes.
Audio InstructionsToll number
1-267-238-2480Toll-free number
1-888-667-3101Participant Code 16651471
Technical Support For Both Audio and Visual 
1.800.820.8023 or 44 (0)870 001 7726
2
SEO for the CEO The webinar will begin in 5
minutes.
Audio InstructionsToll number
1-267-238-2480Toll-free number
1-888-667-3101Participant Code 16651471
Technical Support For Both Audio and Visual 
1.800.820.8023 or 44 (0)870 001 7726
3
SEO for the CEO The webinar will begin
momentarily.
Audio InstructionsToll number
1-267-238-2480Toll-free number
1-888-667-3101Participant Code 16651471
Technical Support For Both Audio and Visual 
1.800.820.8023 or 44 (0)870 001 7726
4
SEO for the CEO
1. Technical Support For Both Audio and Visual 
1.800.820.8023 or 44 (0)870 001 77262. To
participate in the following QA session, please
send your question to the Host using the chat
feature.
5
Thank you to SEMPOs Sponsors
Sources Jupiter Research, comScore, SEO
Roundtable
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SEO for the CEO

• Greg Jarboe
• SEO-PR
• Nov. 30, 2005

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60 million Americans use search engines on
typical day

• About 123 million American adults use a search
  engine to find information on the Web
• 90 of Internet users
• More than 59 million American adults use search
  engines on a typical day
• 63 of daily Internet users

Source Pew Internet Project, Nov. 27, 2005
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Five search engines account for 98 of the
searches
Source comScore Media Metrix qSearch, July 2005
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62 of users unaware organic differs from paid
listings
Organic listings
Paid listings
Source Pew Internet Project, Jan. 2005
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75 of users click on organic listings, 25 on
paid

• Rank Organic -- Paid
• 1 100 -- 50
• 2 100 -- 40
• 3 100 -- 30
• 4 85 -- 20
• 5 60 -- 10
• 6 50 -- 10
• 7 50 -- 10
• 8 30 -- 10
• 9 30
• 10 20

Sources Enquiro, Oct. 2004 Enquiro and Did-it,
March 1, 2005
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89 of spending goes to paid search, 11 to SEO
Source MarketingSherpa, Search Marketing
Benchmark Survey, Aug. 2005
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13 of Fortune 100 web sites use effective SEO
Source Oneupweb survey of Fortune 100 web sites,
May 24, 2005
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SEOs impact on an organization

• It impacts more than just the technical teams
• It goes all the way up to the top of the product
  messaging and/or communications teams
• If you want to be found for broadly used terms,
  they must be present in the content even if
  its out of style for a company that is making
  up new terms to describe its products

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64 dont implement agencys SEO recommendations
Source iProspect Natural SEO Outsourcing Study,
Aug. 2005
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34 use agency for SEO, 67 use in-house staff
Source MarketingSherpa, Search Marketing
Benchmark Survey, Aug. 2005
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Optimize more than home page follow quality
guidelines

• Original and unique content of genuine value
• Pages designed primarily for humans, with search
  engine considerations secondary
• Hyperlinks intended to help people find
  interesting, related content, when applicable
• Metadata (including title and description) that
  accurately describes the contents of a web page
• Good web design in general

Sources Inceptor and YSTs Content Quality
Guidelines
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If SEO was easy, then every site would rank 1

• Search engine optimization is neither art nor
  science. It is simply a craft. Your skill in
  this craft will grow as you learn the intricacies
  of the SEO process.

Source Dan Thies, The Search Engine Marketing
Kit, 2005
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For more information about search engine marketing
Source http//www.sempo.org
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QA
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SEMPO, Inc. 401 Edgewater Place, Suite
600 Wakefield, Massachusetts 01880 781.876.8866 in
fo_at_sempo.org