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Search Engine Marketing
 

Search Engine Marketing

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A brief introduction to Search Engine Marketing

A brief introduction to Search Engine Marketing

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Search Engine Marketing Search Engine Marketing Presentation Transcript

  • 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!
  • 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
  • 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
  • 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
  • Google Facts
    • In June their index of pages passed one trillion for the first time
  • Number of search results that Web surfers typically scan before selecting one Source: Jupiter Research
  • 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
  • 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
  • SEO Tip!
    • Don’t let your web-designers railroad your SEO
    • Don’t let SEO mess up your web design
  • Planning New Websites
    • Structure
    • Hot Spot
    • Navigation
    • Keyword density
    • Links
    • List building
  •  
  •  
  • Meta Tags
    • What are they?
    • Are they still important?
    • How to find meta tag information
    • 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.
  • 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.
  • Google & Page Ranking
    • What is it?
    • Checks content & consistency
    • Link popularity
    • Keyword density
    • Dynamic site
    • Size
    • Age of pages
  • More On Keywords
    • Use Key Phrases
    • Avoid keyword stuffing
    • Repeat important words in different phrases
  • How To Pick Keywords
    • Check your competitors
    • Brainstorm
    • Online Tools
  •  
  •  
  • SEO Tip!
  • 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
  • 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.
  • Keyword Density Analysis
    • % of occurrence of your keywords within each page
    • But make it readable
    • Keyword Density Checker
  • 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
  • Website Navigation
    • For Users & Spiders
    • Tabs
    • Footer Text Links
    • Hyperlinks
    • Site Map
  • The Importance of Linking
    • Why
    • Abusive Links
    • Directory Links
    • PR & Popularity
    • Competitors backlinks
    • Articles
    • Wikipedia
    • “ Link To Us”
  • Building Reciprocal Links
    • Search for sites you would like to link to
    • Find the webmasters contact details
    • Write them an Email
  • Forums
    • Find those that match your niche
    • Create a “signature message”
    • Get involved, ask questions
    • Don’t “spam” forums
  • Blogs
    • What is a blog
    • Comments in other blogs
  •  
  •  
  •  
    • Distribution of eye fixations while a user watched 24 seconds of a video clip on cnn.com
    • Get a copy of this presentation by
    • emailing:
    • [email_address]