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Search Engine Marketing

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A very brief and very basic overview

A very brief and very basic overview

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Search Engine Marketing Search Engine Marketing Presentation Transcript

  • search engine marketing topics: ROI, googlebot, keywords, tutorial, services, pricing
  • what’s the value of SEM? just another buzzword?
  • the golden triangle — source: enquiro top 10 results account for 70-80% of all clicks organic results return 250% more clicks than paid results
  • return on investment — source: 2007, MarketingSherpa SEO was ranked as the highest ROI activity of all internet marketing by over 3,000 businesses
  • but how does it work?
  • meet googlebot crawls the web looking for content breaks down each page into unique elements to index based on the freshness of your site, determines when to return
  • meet googlebot
    • looks at your content for two reasons:
    • relevancy – what is your content about? Where does this fit?
    • popularity – taken from academia, who cites your content?
    — source: SEOmoz.org, 2007
  • googlebot 1.0 There sure are a lot of pages about Viagra out here…. focused on the number of pages linking to your content relied heavily on ‘meta-tags’ like keywords, and description that you fill in was often the victim of spamming looked at around 27 factors in ranking a site
  • googlebot 2.0 not just the # of links, but the quality of the link and what the site has to say about you actually dissects your content to understand what your site is about searches out duplicate content and assigns penalties looks at almost 300 factors in ranking a site No more Cialis knockoff-pills on my listings … — source: SEOmoz.org, 2007
  • new and improved doesn’t = perfect
  • speedbumps & walls messy URL’s forced registration frames flash and Java navigation form submissions too many links buried pages server & hosting issues — source: SEOmoz.org, 2007
  • spiderability & usability your rank is dependent on the # of pages linking to you in order to get a link, your site has to be usable for real people easy to navigate, easy to read, and easy to share creating a page that is usable is a part of creating a page that is search engine friendly and both are worth the time and effort
  • search engine optimization … optimizing for what?
  • what are keywords? what you type in google when you want to find something …
  • how keywords work google takes your keywords and finds the closest exact matches … so a page that’s optimized for ‘optimus prime costume’ will outrank a page optimized for ‘transformers costumes”
  • how people search more people use 2 or 3 word phrases when searching more people use Google and Yahoo! — source: SEOmoz.org, comscore 2007
  • how to choose keywords
    • most sites can only successfully rank for 2-5 major keyword phrases
    • you have to choose wisely – weigh volume of searchers against amount of competition
    • most of all, your content has to relate to your targeted keywords
    I have nothing to do with this presentation, I’m irrelevant …
  • the long tail long tail keywords are a way for you to target your specific audience, for example: ranking for ‘custom publishing’ is good but ranking for ‘custom magazine publisher’ may ultimately deliver more clicks, conversions and clients sites can rank for many, many long-tail keywords — source: SEOmoz.org, 2007
  • quick SEO tutorial
  • the top 10 ranking factors
    • keyword use in the title tag
    • anchor text of inbound link
    • global link popularity of site
    • age of domain
    • number and importance of internal linking
    — source: SEOmoz.org, 2007
  • the top 10 ranking factors
    • 6) topical relevance of inbound links to the site
    • 7) link popularity of the site in topical community
    • 8) keyword use in the body text
    • 9) global link popularity of the linking site
    • 10) rate of new inbound links
    — source: SEOmoz.org, 2007
  • how do you feel? huh? or duh.