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Introduction to search_marketing
 

Introduction to search_marketing

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Presentation from SES New York 2011.

Presentation from SES New York 2011.

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  • The first step is to see if you can and are being indexed by the search engines. Indexing is like buying lottery tickets – without a ticket you have no chance of winning.
  • To test how many pages you have indexed in the search engines you can use the “site operator code” which tells you how many pages Google has for a specific site. The same operator works for all engines. If we take IBM for example, for the root domain they have over 36 million pages indexed in Google and yet when we do the same test in Bing there are only 1.1 million pages. When you have this much of a gap it is important to validate the real number and then troubleshoot why there is such a wide gap in inclusion.
  • Understand the searchers need and offer content to meet that need
  • Clickability is the process of ensuring that your SERP Snippets are relevant and compelling to searchers to encourage more clicks. Clickability is the often overlooked part of SEO. It is an area where you can look like a her fairly quickly by finding listing that are not compelling or action oriented, updating the description and reaping exponential click rates.
  • Brainstorming words are your starting point. We take these top-level, general keyword phrases and use them as the basis of the next set of actions.

Introduction to search_marketing Introduction to search_marketing Presentation Transcript