Putting Your Website To Work

It’s Not Rocket Science
Image courtesy of yoism.org

Lots of Options ->
Lots of Choices
SEM? SEO?
PR?
Offline Ads? Pay per
Click?
Banner Ads?

Search Engine Marketing
Objectives
• Increase Visibility / Traffic
• Increase qualified leads / sales
• Analyze the outcomes
• Improve the website

Making Websites More Visible
Top Ranks Yield More Clicks. A Lot More.

Make the Site
Search Engine Friendly
Inviting
robots.txt file
Nice clean
navigation
Images
Under Control!
Tasty text
Helpful
Sitemaps

Content is King. And Queen.
Search Engines seek relevance.
Spiders read text best, sometimes only.
Targeted keywords match search queries.
Traffic happens naturally.

Linking for Ranking and Traffic

Word of Mouth

Proliferation of Social Models
Image by Robert Scoble and Darren Barefoot

Keyword Performance in PPC
Is it worth it?
Low Clickthrough Rate High Cost per Click
A Broad Match Keyword

Landing Pages &
Concentrated Usability
Calls to action
Query:
‘SEO software’
Call to action
Testimonial as text

Measuring Outcomes

Continuous Improvement
Search Engine Marketing
Start Objectives, One More Time