Search Engine Marketing


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A brief introduction to Search Engine Marketing

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  • Search Engine Marketing

    1. 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. 2. A Few Facts on Internet Growth <ul><li>Jun 2008 Internet audience: </li></ul><ul><li>1,463,632,360 </li></ul><ul><li>(Use Growth 2000-2008 + 305.5%) </li></ul><ul><li>Europe: 384,633,765 (+ 266% on 2000) </li></ul><ul><li>UK: 41,817,847 (+172% on 2000) </li></ul><ul><li>UK 66% penetration </li></ul>
    3. 3. Why SEM is Important <ul><li>At least 80% of people use search engines to find what they are looking for </li></ul><ul><li>You need to think how you would search for information to guide you in marketing your own product or service </li></ul>
    4. 4. UK Market Share <ul><li>75% of searches are done on Google </li></ul><ul><li>4% on Yahoo & 3% on MSN </li></ul><ul><li>3.9 billion searches conducted in the </li></ul><ul><li>UK in June 2008 </li></ul>
    5. 5. Google Facts <ul><li>In June their index of pages passed one trillion for the first time </li></ul>
    6. 6. Number of search results that Web surfers typically scan before selecting one Source: Jupiter Research
    7. 7. Pay Per Click Advertising <ul><li>Advantages </li></ul><ul><li>Rapid route to traffic </li></ul><ul><li>Easy budget management </li></ul><ul><li>Easy to see ROI </li></ul><ul><li>Disadvantages </li></ul><ul><li>Can be expensive </li></ul><ul><li>Bidding can be very competitive </li></ul><ul><li>Can become a full-time job </li></ul><ul><li>Click fraud </li></ul>
    8. 8. Search Engine Optimisation <ul><li>Advantages </li></ul><ul><li>Potentially more clicks than PPC </li></ul><ul><li>Once right - usually stays right </li></ul><ul><li>Better long-term ROI </li></ul><ul><li>Disadvantages </li></ul><ul><li>No guarantees - at the whim of the algorithms </li></ul><ul><li>Can be a full-time job! </li></ul><ul><li>Can take time to see results </li></ul>
    9. 9. SEO Tip! <ul><li>Don’t let your web-designers railroad your SEO </li></ul><ul><li>Don’t let SEO mess up your web design </li></ul>
    10. 10. Planning New Websites <ul><li>Structure </li></ul><ul><li>Hot Spot </li></ul><ul><li>Navigation </li></ul><ul><li>Keyword density </li></ul><ul><li>Links </li></ul><ul><li>List building </li></ul>
    11. 13. Meta Tags <ul><li>What are they? </li></ul><ul><li>Are they still important? </li></ul><ul><li>How to find meta tag information </li></ul>
    12. 14. <ul><li>Title Tag </li></ul><ul><li>Use keywords in your page title tag. </li></ul><ul><li>Try to make the page title tag appealing to both the reader and search engines. </li></ul><ul><li>3 to 15 words is good, with as many keywords as you can with it still sounding legible. </li></ul><ul><li>Use the most important keywords as early as possible in the title. </li></ul><ul><li>Do not repeat the same word in the page title 5 or 6 times. </li></ul><ul><li>Most search engines support the first 60 characters - so write to fit. </li></ul><ul><li>Meta Description Tag </li></ul><ul><li>Usually the first lines of your page. </li></ul><ul><li>Write to about 160 characters - a marketing message that people will click to visit your page. </li></ul><ul><li>Use keywords but don’t repeat the words too often, </li></ul><ul><li>Try to use multiple syntaxes of your key words, e.g. conservatory, conservatories. </li></ul>
    13. 15. More on Meta Tags <ul><li>You should add Meta Tags to as many pages as possible, but at least these pages: </li></ul><ul><li>.index page (Home) </li></ul><ul><li>Site Map </li></ul><ul><li>Product or Services description pages </li></ul><ul><li>About Us or Contact Us </li></ul><ul><li>Links page, etc. </li></ul>
    14. 16. Google & Page Ranking <ul><li>What is it? </li></ul><ul><li>Checks content & consistency </li></ul><ul><li>Link popularity </li></ul><ul><li>Keyword density </li></ul><ul><li>Dynamic site </li></ul><ul><li>Size </li></ul><ul><li>Age of pages </li></ul>
    15. 17. More On Keywords <ul><li>Use Key Phrases </li></ul><ul><li>Avoid keyword stuffing </li></ul><ul><li>Repeat important words in different phrases </li></ul>
    16. 18. How To Pick Keywords <ul><li>Check your competitors </li></ul><ul><li>Brainstorm </li></ul><ul><li>Online Tools </li></ul>
    17. 21. SEO Tip!
    18. 22. Where To Put Keywords <ul><li>page title </li></ul><ul><li>inbound link text </li></ul><ul><li>headings - one <H1> tag per page </li></ul><ul><li>subheadings - use <H2> or <H3> tags to break up the page copy </li></ul><ul><li>meta description </li></ul><ul><li>navigation </li></ul><ul><li>outbound links when possible </li></ul><ul><li>Improving Density </li></ul><ul><li>bold or italic on some keywords </li></ul><ul><li>bulleted lists with keywords </li></ul><ul><li>descriptive keywords in image alt tags </li></ul>
    19. 23. SEO Tip! <ul><li>Some people cannot read the screen and have voice readers. But the voice reader can describe an image if you give it some help. </li></ul><ul><li>So let them know what your images are by using img ALT tags, e.g. </li></ul><ul><li><img src=”xyz.jpg&quot; alt=”Ian Dewar picture.&quot;> </li></ul><ul><li>The full stop after “picture” lets the user know the image has been passed and tells the text reader to pause. </li></ul>
    20. 24. Keyword Density Analysis <ul><li>% of occurrence of your keywords within each page </li></ul><ul><li>But make it readable </li></ul><ul><li>Keyword Density Checker </li></ul>
    21. 25. SEO Tip! <ul><li>“ 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.” </li></ul><ul><li>Adam Lasnik, Google, Jan 2007 </li></ul>
    22. 26. Website Navigation <ul><li>For Users & Spiders </li></ul><ul><li>Tabs </li></ul><ul><li>Footer Text Links </li></ul><ul><li>Hyperlinks </li></ul><ul><li>Site Map </li></ul>
    23. 27. The Importance of Linking <ul><li>Why </li></ul><ul><li>Abusive Links </li></ul><ul><li>Directory Links </li></ul><ul><li>PR & Popularity </li></ul><ul><li>Competitors backlinks </li></ul><ul><li>Articles </li></ul><ul><li>Wikipedia </li></ul><ul><li>“ Link To Us” </li></ul>
    24. 28. Building Reciprocal Links <ul><li>Search for sites you would like to link to </li></ul><ul><li>Find the webmasters contact details </li></ul><ul><li>Write them an Email </li></ul>
    25. 29. Forums <ul><li>Find those that match your niche </li></ul><ul><li>Create a “signature message” </li></ul><ul><li>Get involved, ask questions </li></ul><ul><li>Don’t “spam” forums </li></ul>
    26. 30. Blogs <ul><li>What is a blog </li></ul><ul><li>Comments in other blogs </li></ul>
    27. 34. <ul><li>Distribution of eye fixations while a user watched 24 seconds of a video clip on </li></ul>
    28. 35. <ul><li>Get a copy of this presentation by </li></ul><ul><li>emailing: </li></ul><ul><li>[email_address] </li></ul>