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  • 1. Search Engine Marketing Online Branding, SEO, Online PR, PPC Advertising, and Analytics.
  • 2. The Four P’s Online
    • Product
    • Price
    • Place
      • Web site that is fully integrated into the overall company strategy.
    • Promotion
      • Online Marketing verse traditional advertising, sales promotion, public relations, and personal selling.
    06/04/09 [email_address]
  • 3. A Brief History
    • AOL Was The Original Portal .
    • Organic Search Results From Google .
      • AOL Search is mostly used by AOL users.
    • Paid Placement Results From Google AdWords .
      • Optimize for Google and you get AOL.
    06/04/09 [email_address]
  • 4. Yahoo!
    • The Original Directory .
    • Acquired Organic And Paid Search Companies.
      • Inktomi
      • Overture
    • Today Is A Full-Service Portal.
    06/04/09 [email_address]
  • 5. Microsoft
    • MSN Was Introduced As An Alternative To AOL.
    • Organic Search Results From MSN Search .
    06/04/09 [email_address]
  • 6. Today
    • Universal Search
      • Search results include news, images, maps…
    • Evolution of the Portal.
      • Yahoo! > Browse
      • Google > Search
      • Facebook > Share
    06/04/09 [email_address]
  • 7. Search Engine Marketing (SEM)
    • Why Do It?
      • To get into the Consideration Set , if a new customer cannot find you online, they cannot buy from you.
    • SEM Is Everything You Do To:
      • Get into the consideration set.
      • Get users to click through to your web site.
      • Reduce landing page abandonment rate and increase hang time .
    06/04/09 [email_address]
  • 8. Search Engine Marketing (SEM) 06/04/09 [email_address] Search Engine Marketing (SEM) Directories Search Engine Optimization (SEO) Pay-Per-Click-Advertising (PPC) Yahoo! Google Google AdWords
  • 9. Market Share
    • Google 55%
    • Yahoo! 24%
    • Microsoft Sites 12%
      • Source: comScore
    06/04/09 [email_address]
  • 10. Search Engine Marketing (SEM) Basics
    • Online Branding
    • Search Engine Optimization (SEO)
      • Choose Keywords
      • Optimize Content
      • Get The Site Indexed.
      • Linking Strategy
    • Online Public Relations
    • Pay-Per-Click (PPC) Advertising
      • Google Adwords
    • Web Site Analytics
      • Google Analytics
    06/04/09 [email_address]
  • 11. Search Engine Optimization “ Location, Location, Location!”
  • 12. What Is Search Engine Optimization (SEO)?
    • SEO Is The Process of Writing, Designing, Coding, And Your Web Site So That Your Web Pages Will Get The Best Visibility In Both Search Engines And Directories .
    • Search Engine Visibility
      • Being listed towards the top of search results.
      • Organic searchers who click through are qualified visitors.
    • Directory Visibility
      • Vertical Directories becoming popular.
      • Search engines spider all the major directories.
    06/04/09 [email_address]
  • 13. How Search Engines Work
    • The Search Engine Spider Starts With A Search Index .
      • A database that holds a list of all of the words on all of the pages on the web that have been indexed so far.
    • Within The Search Index There Is A Seed List of URLs, That Include Directories , That The Spider Starts With.
    • Matches The Search Query
      • The search engine analyzes the “key words” the searcher typed in and picks the pages matches those words.
    06/04/09 [email_address]
  • 14. Ranks The Matches
    • Ranks The Matches
      • The search engine then sorts the matched web pages so the most “useful” results are displayed at the top.
    • The Spider Follows Links To URLs.
      • The spider records “reads” a list of words and phrases found on that URL.
      • Determines a word or phrases “weight” By using a mathematical algorithm.
      • Stores URL, title , and a descriptive snippet .
    06/04/09 [email_address]
  • 15. Deep Crawls
    • Google Does A Deep Crawl of The Web Approximately Once A Month Looking For New or Changed Content.
      • This deep crawl takes more than a week, and an undisclosed amount of time to index new or changed content .
      • Google also skims the web regularly with less intensive fresh crawls of important seed list web sites.
    • Google Sitemaps
      • Provides fast updates to a web sites most popular pages with a direct data feed to Google through a XML based sitemap.
    06/04/09 [email_address]
  • 16. SEO Basics
    • Online Brands
    • Choose Keyword Phrase.
    • Optimize Content
    • Get The Site Indexed.
    • Attract Inbound Links To The Site.
    06/04/09 [email_address]
  • 17. Online Brands
    • Simple, Memorable, And Easy To Spell.
    • Intuitive Meaning That Attracts The Attention Of The Targeted Customer.
    • Use Keywords Or Keyword Phrases If Possible.
    • Test Your Brand Online Before Committing To See How Strong The Competition Is.
    06/04/09 [email_address]
  • 18. Choose Target Keyword Phrases
    • Create A List of Keyword Phrases .
      • You are an expert, your customers are not.
      • WordTracker,
    • Local Search
    • Test List
      • What is the competition doing?
      • Don’t pick keywords that are too hot.
    06/04/09 [email_address]
  • 19. Free Resources
    • Research List
      • Google Suggest
      • Google AdWords Keyword Tool
      • Yahoo! Keyword Selector Tool
    06/04/09 [email_address]
  • 20. Good Content Trend
    • Major Search Engines Are Now Measuring:
      • How often users visit you site, how long they are staying, entry and exit paths, if they bookmark a page, and how often they return.
      • The information is recorded by the Google Toolbar.
    • Good Content Is Also Part of Making Your Site “Link Worthy.”
    • Unique or Helpful Content Is An Additional Thing A Directory Editor Also Looks For.
    06/04/09 [email_address]
  • 21. Optimize Content
    • Keyword Prominence
      • Title, subheading, first sentence, and throughout the page.
    • Keyword Density
      • Approximately 7%.
    • Emphasized Text
      • Bold, italic, larger font size, and color.
    • Term Rarity
      • High weighted value for rare words.
    • Term Proximity
      • Keywords close to each other.
    06/04/09 [email_address]
  • 22. Clean And Simple Layout
    • Each Category Page Is A Potential Entry Point For Searching.
    • Page Style
      • Newspaper
    • 1,000 Words or Less
      • Strong topic sentence.
      • Effective us of keywords.
      • Call to action.
    06/04/09 [email_address]
  • 23. Layout 06/04/09 [email_address]
  • 24. 06/04/09 [email_address]
  • 25. Home Page
    • The Objective of the Home Page Is To Overview The Company, It’s Products, And Services.
    • By Far The Most Important Page For Customers , Search Engine Spiders , And Directory Editors .
    • The First 100 To 250 Words Are Critical.
      • Use the keywords in the domain name (if possible), in the title (bold), sub-title (italic), topic sentence, first paragraph, throughout the text, and in the conclusion.
    06/04/09 [email_address]
  • 26. Title Tags
    • Title Tag
      • Title Tag <html><head><title> Google News </title>
      • Use keywords if possible.
      • Searchers spend 30% of their decision time scanning the title tag before deciding to click the link.
      • Source: Human-Computer Interaction Group Cornell University
    06/04/09 [email_address]
  • 27. Snippets
    • The Two To Three Line Page Excerpt That Search Engine Use to Show Where The Query Words Were Found On The Page.
    • Typically the Search Engine Takes The First Full Sentence of Page Text That Contains The Keywords.
    • Searchers Spend 43% of Their Decision Time Looking At The Snippet Before Deciding To Click The Link.
      • Source: Human-Computer Interaction Group Cornell University
    06/04/09 [email_address]
  • 28. Meta Tags
    • Google Rarely Uses The “Meta” Description Tags For Snippets But Yahoo! And MSN Search Still Frequently Do.
    • Place Your Important Keywords Together At The Beginning of The Description Tag.
      • Snippets are typically 100 to 150 characters.
      • Balance quality traffic verse quantity traffic.
      • <*meta name=“description” content=keyword in your description”>
    06/04/09 [email_address]
  • 29. Anchor Text
    • The Words That Are Shown On The Page In The In The Hypertext Link.
    • Search Engines Use Anchor Text To Infer The Subject Matter of The Page Linked To.
    • Keywords In Anchor Text Significantly Improve Click Through Rate.
    06/04/09 [email_address]
  • 30. California Online Privacy Protection Act
    • Privacy Statements Are Required By Law In California As Of 07/04 For Any Web Site That Collects Information About California Residents.
    • Basic Requirements:
      • Conspicuously post.
      • Disclose the type of data you collect and share.
      • Provide information to consumers on how to opt out.
    06/04/09 [email_address]
  • 31. Local Search
    • Google Has Pioneered Local Search Using IP Addresses, Zip Codes, And City Names To Allow Consumers To Locate Local Small Businesses.
    • Online Yellow Pages Trends
      • 66% of web surfers use search engines rather than Internet based yellow pages.
        • Source: ComScore
    06/04/09 [email_address]
  • 32. Local Search Strategy
    • Google Local/Maps
      • Getting your SMB listed in Google Maps is an essential part of a local search strategy.
    • Yahoo! Local
      • Indexes InfoUSA.
    • MSN Local
      • Indexes Citysearch.
    • Industry Specific Directories
    • Infospace
      • Indexes Verizon and
    06/04/09 [email_address]
  • 33. Online Yellow Pages
    • Yahoo! Yellow Pages
    • MSN
      • Indexes Verizon
    • Verizon
    • AOL Yellow Pages
      • Yellow Pages ads from SBC/Bell South joint partnership.
    06/04/09 [email_address]
  • 34. Directories Directories Use Human Editors.
  • 35. How Directories Work
    • Directories Don’t Index Web Pages, They Index Web Sites.
      • Sites are assigned to categories, categories contain web site title and basic description information.
      • The original idea was customers could browse through categories like an online yellow pages, then “drill down” on the most interesting site descriptions.
    • Most Directories Today Are In Fact Hybrid Directory/Search Engines. Hybrids Get There Primary Results From A Directory And Its Secondary Results From A Search Engine.
    06/04/09 [email_address]
  • 36. Home Page Design – Directories
    • The Most Important Keyword Page For Search Engine Spiders As Well As The Most Important Credibility Page For Directory Editors .
    • Include These Credibility Pages For Directory Editors:
      • Company name, logo, and tag line prominently displayed.
      • A link to Company Contact page.
      • A link to About The Company page.
      • Privacy Statement, Customer Service Section, Money Back Guarantee, Return Policy, Customer Feedback, FAQ…
    • Additional Things A Directory Editor Also Looks For Unique Content.
    06/04/09 [email_address]
  • 37. Get The Site Indexed
    • Directories Are On The Seed List Of All Search Engines.
    • Yahoo!
      • Paid Inclusion
    • Open Directory Project
      • Volunteer Editors
    • MSN
    06/04/09 [email_address]
  • 38. Submitting URLs
    • Submit Only The Home Page, Your Site Map Will Allow The Spider To Find Everything Else.
    • Google/AOL
    • MSN Search
      • Primary results from Overture, Inktomi, LookSmart, and Alta Vista.
    • Ask Jeeves/Teoma
    06/04/09 [email_address]
  • 39. Vertical Search
    • Search > Local Search > Vertical Search
    • Focused Essential Verse Exhaustive Results.
      • Alternative to multiple keywords.
      • Organized by content and audience, example LookSmart.
    • The Web is Starting To Organize Itself.
    • Creates The Opportunity For Communities To Form.
      • View most popular.
    06/04/09 [email_address]
  • 40. Linking Strategy PageRank
  • 41. Why Is Linking Important?
    • Web Pages With High PageRanks Appear Closer To The Top of Google’s Search Results.
      • Google maintains the quality of it’s search results by focusing on web pages that have Backlinks pointing to them as essentially endorsements of the site.
    • Link Popularity Measures Both PageRank And Adds A Relevance Factor.
      • Just like with keyword spamming, the Google algorithm penalizes you for numerous non-relevant links .
    06/04/09 [email_address]
  • 42. Why Is Linking Important?
    • Getting Listed In Google Is Much Easier And Faster By Pursuing A Linking Strategy Than By Submitting The Site To Google or The Open Directory Project.
    • With No Incoming Links You Are An Unreachable Island As Far As The Google Spider Is Concerned.
    • Estimates Are That About 25 High Quality Back Links To Your Site Will Significantly Increase Your Search Rankings.
    06/04/09 [email_address]
  • 43. Who Are Other Sites Linking To?
    • Start With Searches Based On You Keyword Phrases And Check Their Backlinks.
    • Google Back Links Tool
      • Advanced Search > Links
      • Google Toolbar > i > Backward Links
    • Google Will Only Count And Display The Highest Quality Pages In Its Index That Are Linked To The Page.
    06/04/09 [email_address]
  • 44. Linking Opportunities
    • Suppliers
    • Strategic Partners
    • Business Associations
    • Business Directories
    • Media Coverage
    • Vertical Directories
    • Government Publications
    06/04/09 [email_address]
  • 45. Contact The Linking Partner
    • Why You Like Their Site.
    • What They Should Link To You.
    • How The Link Helps Their Visitors.
    • Exactly Where The You Think The Link Should Be On Your Site.
    • Suggest Keywords To Use In The Link Anchor Text.
      • Consider sending the actual HTML for the link.
    06/04/09 [email_address]
  • 46. Online Public Relations Credible, Free Promotion
  • 47. Public Relations 101
    • What Is It?
      • The proactive management and placement of information in the media to enhance a brand or reputation.
    • Why Do It?
      • PR can achieve your promotion objectives at a fraction of the cost of paid advertising.
    06/04/09 [email_address]
  • 48. Additional Advantages of PR
    • PR Has More Credibility Than Advertising.
      • The audience does not think of it as a sales pitch.
      • Like advertising, PR is effective in it’s ability to motivate a desired behavior.
    • In An Extremely Cluttered Advertising Environment, PR Is Very Effective At Breaking Through The Clutter.
    • PR Is Win/Win.
      • Helps busy journalists get their jobs done, and the same companies are usually chosen to be quoted when articles are written about their field of expertise.
    06/04/09 [email_address]
  • 49. Online PR Strategy
    • Use BusinessWire For High Priority Press Releases.
    • Use PRWeb For Low Priority Press Releases.
    • Email Press Releases To A Targeted Media List.
    • Press Releases Need To Be Optimized For Search Engine Visibility.
    • Press Web Page Is Part Of Backlinking Strategy.
    06/04/09 [email_address]
  • 50. Press Friendly Web Page
    • Effectively Serves Secondary Audiences:
      • The Press
      • Strategic Partners
      • Potential Investors.
    • In The News Article Library.
    • Press Release Library.
    • Press Kit
      • Company fact sheet.
      • Product information and images.
    • Complete Press Contact Information.
    06/04/09 [email_address]
  • 51. PR Linking Strategy
    • Always Ask Reporters For Links To Your Site For Articles That Are Going To Be Published On The Web.
    • Hyperlink References To You Company And Product Back To Your Site.
    • The Number of Links To This Particular Type of Content Is Not As Important, The Content Is Expected To Be New And Has No Time To Gather Links.
    06/04/09 [email_address]
  • 52. Online Press Release Resources
      • SMB
      • PR clipping service.
    06/04/09 [email_address]
  • 53. Google AdWords Targeted Advertising And Measurable ROI.
  • 54. Three Types of Online Ads
    • Search Linked Ads
      • Google AdWords
      • Sponsored Links, Promoted Ads
    • Context Linked Ads
      • Google AdSense
      • Linked by textual analysis.
    • Banner Ads
      • Loosely related to the content.
    06/04/09 [email_address]
  • 55. Ad Performance
    • Rank = CPC x CTR
    • Bid Price (CPC)
      • AdWords Discounter, you pay the minimum necessary to keep your position.
    • Click-Through Rate (CTR)
      • Clicks divided by impressions.
      • The higher your CTR the lower your CPC for the same position on the page.
    • Hang Time
      • If searchers exit your site to fast you get penalized for irrelevance.
    06/04/09 [email_address]
  • 56. Keyword Phrases
    • Look At Both Popularity And Competition .
    • Computer
      • Too expensive.
      • Strong competitors.
    • Computer Hardware
      • Less expensive.
      • Weak competitors.
    06/04/09 [email_address]
  • 57. Keyword Matching
    • Broad Match
      • Default setting.
      • Display’s ad whenever the keyword appears anywhere in the user query.
      • Shows ads for similar terms, including plurals and synonyms.
      • Best For: Multi-word keyword phrases.
      • Advantage: Expanded reach.
    • Phrase Match
      • Display’s ad when search term matches the phrase’s exact sequence.
      • Manually assigned using quotation marks.
      • Best For: Keyword phrases including general terms.
      • Advantage: Allows your ad to appear when additional terms precede or follow the keyword phrase.
    06/04/09 [email_address]
  • 58. Keyword Matching
    • Exact Match
      • Displays ad only on the exact keyword or phrase.
      • Advantage: Reaches precisely targeted viewers.
    • Negative Match
      • Do not display ad if query contains negative keyword for a campaign or ad group.
      • Advantage: Fewer impressions and higher click through rate.
    • Embedded Match
      • Used Phrase or Exact Match with Negative Match keywords.
      • Displays ad for every variation of the keyword phrase except the exact match of that keyword phrase.
    06/04/09 [email_address]
  • 59. Location/Language Targeting
    • IP Address
      • Includes location information.
    • Internet Domain
      • By country.
    • Query Location
      • Query parsing, for example “hotels in Los Angeles”.
    • Language Preference
      • You can write English ads and have them target Chinese language preference users.
    06/04/09 [email_address]
  • 60. Web Site Translation
    • Start With The Just The Home Page.
    • Keyword Phrases
      • Translation
    • Strategic Rethinking
      • Cultural Customization
    • Technical/Business Specific Translators.
    • Localization of Content:
      • Translation of HTML.
      • Resolution of text expansion/contraction.
      • Adapt graphics.
      • Maintain links.
    06/04/09 [email_address]
  • 61. Google Analytics
    • How Visitors Interact With Your Web Site.
    • Integrated Into Google AdWords.
      • Conversion Tracking
      • CPC is more important than CTR.
    06/04/09 [email_address]
  • 62. In 7 Seconds They Stay or Go. 06/04/09 [email_address]
  • 63. Split Testing
    • Use Ad Variations
    • Rotate Equally
    • Test Results
    06/04/09 [email_address]
  • 64. Search Engine Marketing SEM