Advanced Search Engine Marketing Presented by Jeff Adelson-Yan, Co-Founder & Managing Partner
3 exabytes (3.0x10ˆ19) “Data is the most consumed product and it affects all others.”-J. Walker Smith 3 exabytes created every 48 hours = all info created through 2003
In 1993 __________ pages existed on the worldwide web.1 50 387,000,000 Today, ____________ pages are being indexed on Google alone for the term “search marketing”.2 1United Nations Data, 1994 2Google, January 13, 2011
There are 76.1 billion searches conducted each month.1 To whom did we pose questions BG? 1Google, 2010
Complimentary Strategies Paid Placement (SEM) and Organic Search Optimization
Combine their strengths to develop a strong marketing campaign
Utilizing both strategies increases density of listings on search results pages
As optimization improves organic search ranking, the cost per click on branded keywords can be reduced on Paid Placement campaigns
Organic Search Optimization is a long-term strategy, whereas Paid Placement campaigns will produce more immediate, measureable results
Though Organic Search Optimization can drive qualified traffic through the major search engines’ main pages, Paid Placement has great reach when you take into account the extended search and content networks
Get ready for web guests You need to get your house in order before you have people over.
Understand the Power of our Keywords What humans see… what engines see
Understand the Power of our Keywords choosing the right keywords = RELEVANCY
Call Things What They Are Which language is your target audience more likely to use? “Honey, I’m going to Meineke for some Steering and Suspension Services.” OR “Honey, I’m going to Meineke to get my alignment checked.”
Consider the Location of Keywords 79% of users scan a webpage Source: Jakob Niellsen, 2010
Note: Even if you have done everything right, you might not have a perfect quality score
Use Keywords in Title Tags
The 1stmarketing message a user will see
Needs to be unique and concise and explain the content on page
You typically have 66 characters to get your critical message out to users
This is where the battle is won in the Search Engine Result’s Page!
Incorporate Keywords into Other Site Elements
Meta Tags - Include a unique meta tag description on each page of your site that includes keywords that are relevant to the copy on the page (meta descriptions typically are truncated after 160 characters)
Alt Image Attributes - Utilize both an alt image attribute and an image file name that is relevant and keyword friendly
Keyword Friendly URLs - Include keywords within your URL that match the content on the page.
Clear Heading Structure - Use Heading tags to present structure to site visitors and this easy to understand hierarchy will help the search engines better understand the page’s content (use <H1> tags for important headings and avoid over using heading tags)
Anchor Text - Use anchor text on important keywords when linking to internal web pages.
HTML Body Copy - Incorporate as much HTML content and code as you can into your new site build…The best SEO strategy is relevant content.
A robots.txt file should always be placed in the root directory of your site. A robots.txt lets the search engine know that it is okay to crawl your site and also allows you the opportunity to block the search engines from crawling any directories on your site.
The robots.txt file is the first thing that the search engine looks for when it crawls a web page. If a robots.txt file is not on site, the search engine will reach an error page.
Place a robots.txt file in your root directory and make sure that the file name is all lower case.
Increasingly less control 25% of Search Results For the World’s Top 20 brands are Links to user-generated content 34%_of_bloggers_post_opinions_about_products Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25