Search Engine Marketing

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

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

how do you feel? huh? or duh.

Search Engine Marketing

by budcaddell

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