Search Engine Marketing isall about Visibility. The goal isto be visible in search resultswhen someone is looking foryour products and services.
• Highest ROI• Entry Point to all things• Measurable• Optimizable• Deal Closer
High Rankings in Organic Search EngineResults, for all media elements, thatIncrease Quality Traffic to Website.
An Eye tracking study byEnquiro showed that over75% of all clicks on asearch engine resultspage were on naturalsearch listings.
There are two components to SEO: (1) Indexing (2) RankingSEO 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.
Getting all pages/Media elements into the SE Index
Remember that they WANT your Content• All pages accessible through the navigation structure of the site• Java required• Images• Cookies required• Redirects to main pages
1) Can/will this page be found by the engines? Search engines need a “crawl able path” to find your page2) Can this page’s content be read? Search engines cannot read some types of content
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 represented
• Ideally BEFORE you write content That way copywriters can integrate keywords into copy from the start You can also optimize existing content Keyword: “camera accessories”
TITLE Tag Meta Tags Image Tags Headings (part of content but critical) Link Title tags Hyperlink text
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.com, verisign inc"> Keywords &09 April 2013 SIIA 21Description tags June 2008
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 characters of HTML content per page (not including links!). Most pages that rank well have 100+ words of content.
Build pages with your user in mindDo not sacrifice usability/readability for SEO tacticsIncorporate SEO tactics where it makes sense and adds value to the page/site without taking away from usabilityMost SEO tactics complement usability; if not, it could be considered spam
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!