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Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
Your web presence
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Your web presence

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Social Media Marketing SEM …

Social Media Marketing SEM
Search engine optimisation SEO

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  • Top Search engines:Google, Yahoo, msn search, AOL search,
  • Transcript

    • 1. Your Web Presence and Digital Marketing<br />Michelle Flynn<br />17.11.2010<br />
    • 2. There are obstacles to implementing a web presence for companies, such as:<br />Costs<br />Time<br />Lack of Expertise<br />Non Relevancy to a companies customer base<br />Technology based restrictions<br />Security considerations<br />Business Obstacles<br />
    • 3. Why Search Engine Marketing?<br />How to get listed in search engines?<br />Optimising websites<br />Paid vs. Organic listings<br />Pay Per Click Campaign<br />Search Engine Marketing Strategies<br />
    • 4. Overview of how Google analyses your Site<br />How Search Engines Work<br /><ul><li>Indexation
    • 5. Ranking</li></li></ul><li>Search Engine Marketing (SEM):<br />Includes SEO<br />It monitors and maintains payper-click (PPC) campaigns e.g. Google/ Facebook Ad words.<br />Exchanging links with other websites<br />Buying links from other sites or directories<br />Paid inclusion in smaller search engines<br />What is SEM?<br />
    • 6. Search Engine Optimisation (SEO) is the process of improving volume and quality of traffic to a website from search engines via “natural” (organic” or “algorithmic”) search results ranking it high up in search results.<br />As an internet marketing strategy, SEO considers how search engines work and what people search for.<br />Optimising a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords.<br />What is SEO?<br />
    • 7. Advantages<br />Low cost, no money given to search engines<br />Users 80% more likely to click there<br />High positions can last long into the future<br />Perceived as a quality endorsement<br />Disadvantages<br />Time required before results appear<br />Difficult for highly competitive phrases<br />No guarantees<br />Pros &amp; Consof Organic Listings<br />
    • 8. Identify target key phrases approx. 4/page<br />Include the key phrase throughout the page<br />Get links to the site<br />SEO Basics<br />
    • 9. Identify Target Key Phrases<br />What phrases would potential customers type in?<br />What queries have actually been conducted?- most popular queries<br />Keyphrase Research<br />
    • 10. Include the key phrases on the page<br />Once in the page title<br />Once in the heading on a page<br />Once in regular text on the page<br />Once in Bold Text<br />NB: Ensure Keywords blend in<br />Page Optimisation<br />
    • 11. Every page should have a unique title<br />Title is built around target term for that page<br />This will be a 2 or 3 word term<br />“The Nike Running Shoes Collection”<br />Keep it short, attractive and enticing.<br />Remember you want people to be interested<br />Title Tag- Your secret Weapon<br />
    • 12. Use it to describe pages your way, not the search engine’s way<br />Sell your site, but don’t mislead<br />Incorporate the page’s target term<br />200-250 characters in lenght, but more is okay<br />In a hurry? Just use the first paragraph of each page<br />Meta Description Tag<br />
    • 13. Avoid these Spam Techniques<br />Hidden/Invisible Text<br />Keyword stuffing (in alt tags or below the footer)<br />Bounce Pages, Dummy pages re-routing to website<br />Page Jacking (Plagiarised content) <br />Link farms and link spam <br />Optimisation Don’t<br />
    • 14. Content Tips<br />Google Ignores Meta Keyword Tags<br />Focus on one or two key phrases per page<br />.......But add as many pages as you can<br />Regularly check your stats for popular phrases<br />Make it text rich (avoid multimedia) <br />Optimisation Do’s <br />
    • 15. Content is no cheap, Requires;<br />Planning<br />Expertise<br />Budget/Resources<br />“Users don’t read on the web: They SCAN the text”- Jakob Nielsen <br />Content Management<br />
    • 16. Allow white space<br />Paragraphs no longer than 50 words or seven lines<br />Bullet points and subheads<br />Articles no longer than 500-700 words<br />Concise rather than comprehensive<br />Top Tips for content that pays off<br />
    • 17. Active voice and lively language<br />The 4 C’s of effectiveness: Clarity, Conciseness, Completeness, Correctness<br />Light on waffle, heavy on value ( 80/20 rule)<br />Plan for “no image” recipients<br />Push out content- keep content relevant and up to date, <br />Top Tips for content that pays off<br />
    • 18.
    • 19. Get links to many pages, not only the homepage<br />Get links from reputable websites with similar themes to yours<br />Link exchanges are good, but one way links are better<br />Search engines give higher rankings to those that have inbound links<br />Outbound links allow users to find content relevant to them<br />Link Strategy<br />
    • 20. Uses valid, standards, compliant HTML and CSS<br />Has text links to all of the pages on the website<br />Is usable and accessible <br />Uses legible URLs that match page names<br />A search engine friendly website<br />
    • 21. The right domain name<br />Keyword research<br />Competitor analysis<br />Meta data<br />Content is king<br />Submissions<br />Links<br />Online PR<br />Integrate with all offline marketing opportunities<br />Measure your success<br />Zero Budget Online Marketing Tips<br />
    • 22. Visibility<br />Traffic <br />Conversion<br />Return on Investment<br />Measures of online success<br />
    • 23. Thank you for reading this presentation.If you would like further information, please email me at michelle@talktome.ie <br />

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