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Search Engine Marketing

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A brief introduction to Search Engine Marketing

A brief introduction to Search Engine Marketing

Published in: Business, Technology
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  • Transcript

    • 1. Owning a website without making it search engine friendly is like winking at a girl in the dark. You know what you’re doing, but nobody else does!
    • 2. A Few Facts on Internet Growth
      • Jun 2008 Internet audience:
      • 1,463,632,360
      • (Use Growth 2000-2008 + 305.5%)
      • Europe: 384,633,765 (+ 266% on 2000)
      • UK: 41,817,847 (+172% on 2000)
      • UK 66% penetration
    • 3. Why SEM is Important
      • At least 80% of people use search engines to find what they are looking for
      • You need to think how you would search for information to guide you in marketing your own product or service
    • 4. UK Market Share
      • 75% of searches are done on Google
      • 4% on Yahoo & 3% on MSN
      • 3.9 billion searches conducted in the
      • UK in June 2008
    • 5. Google Facts
      • In June their index of pages passed one trillion for the first time
    • 6. Number of search results that Web surfers typically scan before selecting one Source: Jupiter Research
    • 7. Pay Per Click Advertising
      • Advantages
      • Rapid route to traffic
      • Easy budget management
      • Easy to see ROI
      • Disadvantages
      • Can be expensive
      • Bidding can be very competitive
      • Can become a full-time job
      • Click fraud
    • 8. Search Engine Optimisation
      • Advantages
      • Potentially more clicks than PPC
      • Once right - usually stays right
      • Better long-term ROI
      • Disadvantages
      • No guarantees - at the whim of the algorithms
      • Can be a full-time job!
      • Can take time to see results
    • 9. SEO Tip!
      • Don’t let your web-designers railroad your SEO
      • Don’t let SEO mess up your web design
    • 10. Planning New Websites
      • Structure
      • Hot Spot
      • Navigation
      • Keyword density
      • Links
      • List building
    • 11.  
    • 12.  
    • 13. Meta Tags
      • What are they?
      • Are they still important?
      • How to find meta tag information
    • 14.
      • Title Tag
      • Use keywords in your page title tag.
      • Try to make the page title tag appealing to both the reader and search engines.
      • 3 to 15 words is good, with as many keywords as you can with it still sounding legible.
      • Use the most important keywords as early as possible in the title.
      • Do not repeat the same word in the page title 5 or 6 times.
      • Most search engines support the first 60 characters - so write to fit.
      • Meta Description Tag
      • Usually the first lines of your page.
      • Write to about 160 characters - a marketing message that people will click to visit your page.
      • Use keywords but don’t repeat the words too often,
      • Try to use multiple syntaxes of your key words, e.g. conservatory, conservatories.
    • 15. More on Meta Tags
      • You should add Meta Tags to as many pages as possible, but at least these pages:
      • .index page (Home)
      • Site Map
      • Product or Services description pages
      • About Us or Contact Us
      • Links page, etc.
    • 16. Google & Page Ranking
      • What is it?
      • Checks content & consistency
      • Link popularity
      • Keyword density
      • Dynamic site
      • Size
      • Age of pages
    • 17. More On Keywords
      • Use Key Phrases
      • Avoid keyword stuffing
      • Repeat important words in different phrases
    • 18. How To Pick Keywords
      • Check your competitors
      • Brainstorm
      • Online Tools
    • 19.  
    • 20.  
    • 21. SEO Tip!
    • 22. Where To Put Keywords
      • page title
      • inbound link text
      • headings - one <H1> tag per page
      • subheadings - use <H2> or <H3> tags to break up the page copy
      • meta description
      • navigation
      • outbound links when possible
      • Improving Density
      • bold or italic on some keywords
      • bulleted lists with keywords
      • descriptive keywords in image alt tags
    • 23. SEO Tip!
      • Some people cannot read the screen and have voice readers. But the voice reader can describe an image if you give it some help.
      • So let them know what your images are by using img ALT tags, e.g.
      • <img src=”xyz.jpg&quot; alt=”Ian Dewar picture.&quot;>
      • The full stop after “picture” lets the user know the image has been passed and tells the text reader to pause.
    • 24. Keyword Density Analysis
      • % of occurrence of your keywords within each page
      • But make it readable
      • Keyword Density Checker
    • 25. SEO Tip!
      • “ And I’ll let you in on a little algo secret. There is no single magic number. People who say, ‘The guaranteed optimal keyword density is x% would ideally meet the same fate as an angry English teacher. Or Googler or Webmaster.”
      • Adam Lasnik, Google, Jan 2007
    • 26. Website Navigation
      • For Users & Spiders
      • Tabs
      • Footer Text Links
      • Hyperlinks
      • Site Map
    • 27. The Importance of Linking
      • Why
      • Abusive Links
      • Directory Links
      • PR & Popularity
      • Competitors backlinks
      • Articles
      • Wikipedia
      • “ Link To Us”
    • 28. Building Reciprocal Links
      • Search for sites you would like to link to
      • Find the webmasters contact details
      • Write them an Email
    • 29. Forums
      • Find those that match your niche
      • Create a “signature message”
      • Get involved, ask questions
      • Don’t “spam” forums
    • 30. Blogs
      • What is a blog
      • Comments in other blogs
    • 31.  
    • 32.  
    • 33.  
    • 34.
      • Distribution of eye fixations while a user watched 24 seconds of a video clip on cnn.com
    • 35.
      • Get a copy of this presentation by
      • emailing:
      • [email_address]

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