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    Search+Engine+Marketing+Tips Search+Engine+Marketing+Tips Presentation Transcript

    • Search Engine Marketing Online Branding, SEO, Online PR, PPC Advertising, and Analytics.
    • 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]
    • 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]
    • Yahoo!
      • The Original Directory .
      • Acquired Organic And Paid Search Companies.
        • Inktomi
        • Overture
      • Today Is A Full-Service Portal.
      06/04/09 [email_address]
    • Microsoft
      • MSN Was Introduced As An Alternative To AOL.
      • Organic Search Results From MSN Search .
      06/04/09 [email_address]
    • Today
      • Universal Search
        • Search results include news, images, maps…
      • Evolution of the Portal.
        • Yahoo! > Browse
        • Google > Search
        • Facebook > Share
      06/04/09 [email_address]
    • 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]
    • 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
    • Market Share
      • Google 55%
      • Yahoo! 24%
      • Microsoft Sites 12%
        • Source: comScore
      06/04/09 [email_address]
    • 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]
    • Search Engine Optimization “ Location, Location, Location!”
    • 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]
    • 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]
    • 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]
    • 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]
    • SEO Basics
      • Online Brands
      • Choose Keyword Phrase.
      • Optimize Content
      • Get The Site Indexed.
      • Attract Inbound Links To The Site.
      06/04/09 [email_address]
    • 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]
    • 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]
    • Free Resources
      • Research List
        • Google Suggest
        • Google AdWords Keyword Tool
        • Yahoo! Keyword Selector Tool
      06/04/09 [email_address]
    • 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]
    • 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]
    • 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]
    • Layout 06/04/09 [email_address]
    • 06/04/09 [email_address]
    • 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]
    • 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]
    • 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]
    • 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]
    • 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]
    • 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]
    • 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]
    • 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]
    • 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]
    • Directories Directories Use Human Editors.
    • 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]
    • 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]
    • 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]
    • 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]
    • 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]
    • Linking Strategy PageRank
    • 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]
    • 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]
    • 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]
    • Linking Opportunities
      • Suppliers
      • Strategic Partners
      • Business Associations
      • Business Directories
      • Media Coverage
      • Vertical Directories
      • Government Publications
      06/04/09 [email_address]
    • 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]
    • Online Public Relations Credible, Free Promotion
    • 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]
    • 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]
    • 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]
    • 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]
    • 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]
    • Online Press Release Resources
        • SMB
        • PR clipping service.
      06/04/09 [email_address]
    • Google AdWords Targeted Advertising And Measurable ROI.
    • 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]
    • 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]
    • Keyword Phrases
      • Look At Both Popularity And Competition .
      • Computer
        • Too expensive.
        • Strong competitors.
      • Computer Hardware
        • Less expensive.
        • Weak competitors.
      06/04/09 [email_address]
    • 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]
    • 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]
    • 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]
    • 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]
    • 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]
    • In 7 Seconds They Stay or Go. 06/04/09 [email_address]
    • Split Testing
      • Use Ad Variations
      • Rotate Equally
      • Test Results
      06/04/09 [email_address]
    • Search Engine Marketing SEM