SEO + SEM Presentation

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

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SEO + SEM Presentation

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

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