Search engine marketing current past future (fil eminimizer)


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Search engine marketing current past future (fil eminimizer)

  1. 1. Search Engine Marketing Past Current Future & Tactics由 NordriDesign™ 提供
  2. 2. LOGO Page  2
  3. 3. LOGO The Past: Google Page  3
  4. 4. LOGO .com Page  4
  5. 5. Page  5
  6. 6. Page  6
  7. 7. LOGO Paid Search Remains the Same for Page  7
  8. 8. LOGO The Future: Search Results Multi-Media .com Publicity User Generated Content Your Blogs Their Blogs Online Advertising *In Your Page  8
  9. 9. LOGO Search Engine Marketing is all aboutVisibility. The goal is to be visible in search results when someone is looking for your products and Page  9
  10. 10. LOGO Why is Search Important?  Highest ROI  Entry Point to all things  Measurable  Optimizable  Deal Page  10
  11. 11. LOGO Goal of Search Engine Optimization High Rankings in Organic Search Engine Results, for all media elements, that Increase Quality Traffic to Page  11
  12. 12. LOGO The “Golden Triangle” An Eye tracking study by Enquire showed that over 75% of all clicks on a search engine results page were on natural search listings. Heat map showing concentration of attention and clicks in the Natural Search listings (Source: Eye tools’ Eye Tracking Study) Page  12
  13. 13. LOGO What is Search Engine Optimization (SEO)? There are two components to SEO:  (1) Indexing  (2) Ranking SEO is the process of optimizing a web site so all pages within the site (1) are accessible and friendly to spiders for indexing and (2) rank highly in the natural search results for the keywords targeted. Page  13
  14. 14. LOGO Components of SEO IndexingRanking  On-Site Optimization Source-Code Optimization  Architecture  Content  Link Structure  Tags  Domain Usagae Connection Optimization  Link Popularity  File Naming  23 elements in Audit Internal  Off/On-site Optimization External  Blogs  Directories  Videos  Images  News  Shopping Page  14
  15. 15. LOGO Challenge #1:Getting all pages/Media elements into the SE Page  15
  16. 16. LOGO Spiderability Remember that they WANT your Content All pages accessible through the navigation structure of the site Java required Images Cookies required Redirects to main Page  16
  17. 17. LOGO SEO Barriers to Indexing – Remove them! 1) Can/will this page be found by the engines?  Search engines need a “crawlable path” to find your page 2) Can this page’s content be read?  Search engines cannot read some types of Page  17
  18. 18. LOGO Challenge #2: Enough Content (Relevant Keywords)  Keyword research – verify which terms searchers are using to find your products and services  Map the Keywords to Pages that you have chosen as the ones you WANT to have show up  Flag content that is not Page  18
  19. 19. LOGO When to Select Keywords  Ideally BEFORE you write content  That way copywriters can integrate keywords into copy from the start  You can also optimize existing content page de d in Inclu g in head Keyword: Inc“camera accessories” luded in art icle tex t Page  19
  20. 20. LOGO Important Source Code Optimization Elements TITLE Tag Meta Tags Image Tags Headings (part of content but critical) Link Title tags Hyperlink Page  20
  21. 21. LOGO Meta tags – what are they? Source code recommendations pertain to individual web pages Title tag <title>SSL Certificates - 128-bit SSL Encryption from VeriSign, Inc.</title> <meta name="description" content="SSL Certificates secure Web sites, intranets, and extranets for e-commerce and confidential communications with the strongest possible SSL encryption."> <meta name="keywords" content="ssl, ssl certificate, ssl certficates, ssl encryption, 128- bit, encryption, openssl, secure servers, internet security, 128-bit, encryption, openssl, secure servers, internet security, verisign,, verisign inc"> Keywords &Description Page  21
  22. 22. LOGO More Content = Better Rankings?Relevant content is one of the most important factors in search engine rankings and directory listings. Search engines generally consider pages without keyword-rich content as less useful to searchers than pages that have good content, and will rank them accordingly. Guideline: Try to include at least 250 Guideline: Try to include at least 250 characters of HTML content per page (not characters of HTML content per page (not including links!). Most pages that rank including links!). Most pages that rank well have 100+ words of content. well have 100+ words of content. Page  22
  23. 23. LOGO Proceed with Caution  Build pages with your user in mind  Do not sacrifice usability/readability for SEO tactics  Incorporate SEO tactics where it makes sense and adds value to the page/site without taking away from usability  Most SEO tactics complement usability; if not, it could be considered Page  23
  24. 24. LOGO Make Sense to Your Readers  If it makes sense to a person, it makes sense to the search engines.  If you think it is important, search engines will think it is important.  Rankings don’t matter if the page doesn’t convert.  Be creative! Page  24
  25. 25. Thank You