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SEO + SEM Presentation

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SEO / SEM presentation for General Assembly course on 8/9/2011.

SEO / SEM presentation for General Assembly course on 8/9/2011.

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  • 1. Use Acquisition: SEO and SEM Byrne Hobart / byrne@byrnehobart.com / (917) 806-0159
  • 2. Intro
      • What problems are you solving?
      • Where are you starting?
      • Your team? Their skills?
  • 3. The Fundamentals
    • Every campaign has a few iterative steps:
      • Identify keywords.
      • Write content.
      • Promote content.
      • Measure results.
      • Repeat.
  • 4. Keyword Research
      • The big question: what  kinds of terms?
      • The variables to look at.
      • Managing a keyword list.
      • Brand terms, head terms, long-tail, and template terms.
      • The Invisible ROI.
  • 5. SEO / SEM Copywriting
      • What do   you read? What do you link to?
      • Long-term: reputation > reader's experience > search engine experience.
      • Short term: invert these.
  • 6. Self-Promotion (It's Not So Bad...)
      • Talk to people who will be happy to hear from you.
      • Come up with a target list.
      • If you're doing PR, think of it in SEO terms. (News cycles last a day, links last for years.) 
  • 7. Social Media
      • It's an increasingly big factor in rankings.
      • Also an easy way to self-promote.
      • Always ask: who shares this, and why?
      • Which social networks do you use?
  • 8. Integrated Campaigns
    • SEO + SEM And...
      • PR campaigns.
      • Banner ads.
      • TV, radio, print
  • 9. SEO vs. SEM
    • SEO:
      • Upfront investment, low-cost payout.
      • Unpredictable outcomes.
      • Fighting Google.
    • SEM:
      • Constant investment, lower margins.
      • Predictable, testable outcomes.
      • Google's on your side (sort of...).
  • 10. Tracking Results
      • The "Last-Click" Fallacy
      • Numbers to look at.
      • How to create new variables to track.
  • 11. Going Black-Hat
      • Costs and benefits of link-buying.
      • Link-selling.
      • Brand names.
      • Deceptive copy.
      • Putting it in context. (Check your competitors first!)
      • Economics of "outing."
  • 12. In-House, Agency, Hybrid?
      • Agencies: good people, bad incentives.
      • Kinds of agencies: design/dev, pure SEO, SEO consultants, and more...
      • In-house: a big, uncertain investment. Plus, too much focus?
      • Hybrid model: in-house for core stuff, agencies for peripheral work.
  • 13. Case Studies
      • AirBNB
      • OKCupid
      • LinkedIn
      • BuyCheapr
      • CreditCards.com
      • Blue Fountain Media
      • Digital Due Diligence
      • TaxRascal
      • Granite Transformations
  • 14. Q&A&more Byrne Hobart / byrne@byrnehobart.com / (917) 806-0159
    • Some great resources:
      • Rank Checker: http://tools.seobook.com/firefox/rank-checker/
      • SEOQuake: http://www.seoquake.com/
      • The AdWords Keyword Tool: https://adwords.google.com/o/Targeting/Explorer
      • The SEOMoz guide to SEO: http://www.seomoz.org/beginners-guide-to-seo 

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