Your SlideShare is downloading. ×
Search Engine Marketing:
adding new weapons
Keeping
Business
Local
Sept 7th
2010
Mark White
Social Media Directors
Search Engine Marketing – the basics
Keeping
Business
Local
Sept 7th
2010
Search Engine Marketing – the basics
Keeping
Business
Local
Sept 7th
2010
Search Engine Marketing - Attraction
Keeping
Business
Local
Sept 7th
2010
Search Engine Marketing - Action
Commitment
Keeping
Business
Local
Sept 7th
2010
Search Engine Marketing - Action
Keeping
Business
Local
Sept 7th
2010
Connect on LinkedIn
Sharing your articles
Follow ...
Web Design basics
Navigation must be clear
Use your “prime real estate” well
Keep messages clear
Mark a path for your visi...
Keeping
Business
Local
Sept 7th
2010
Keeping
Business
Local
Sept 7th
2010
Keeping
Business
Local
Sept 7th
2010
Web Design basics
Navigation must be clear
Use your “prime real estate” well
Keep messages clear
Mark a path for your visi...
Web Design basics
“The times they are a-changing”
Keeping
Business
Local
Sept 7th
2010
Web Design basics
“The times they are a-changing”
Keeping
Business
Local
Sept 7th
2010
Got to get interactive
Got to get s...
Track and improve
Get an analytics programme onsite -
Google Analytics is still good!
Carry out a gap analysis
Check entry...
Search Engine Marketing – the basics
Keeping
Business
Local
Sept 7th
2010
Lots of marketing opportunities
Keeping
Business
Local
Sept 7th
2010
What is what in SEM?
Keeping
Business
Local
Sept 7th
2010
How the Search Engines work
Keeping
Business
Local
Sept 7th
2010
How the Search Engines work
Keeping
Business
Local
Sept 7th
2010
How the Search Engines work
Send out their spiders / robots
Revisit existing sites and follow links to
find new sites
Retr...
Search Engine Optimisation
There are about 200 factors used in
Google’s ranking algorithm, so:
 Get the whole of your sit...
Key Elements: Content
Focused content – it’s the page not
the site that matters
Ensure keywords are used but don’t
keyword...
Key Elements: Title Tag
Agreed to be the key on-page element
Appears in two places:
Top of the page
Search Engine Results
...
Key Elements: Links
Internal and external are important
(for different reasons)
PageRank reflects external inbound
links …...
Above all in SEO …
… remember to bake the cake!
Getting all the ingredients in the right
quantities produces the best resu...
Google changes help social search
Adding Social Elements to the
current Search Process
You can now filter and dissect
much...
Where does a blog really sit?
etc
Business
Blog
SOCIALSOCIAL
MEDIAMEDIA
SEARCHSEARCH
ENGINESENGINES
Keeping
Business
Local...
Immediate Search & Business Benefits
Search Engine magnets
Push Marketing & Instant Information
distribution
Engage with r...
Blog Plus Points
Helps the indexing process
Makes it easy to add new content
quickly and easily
Allows customised Title Ta...
Other Social Search Elements
Keeping
Business
Local
Sept 7th
2010
Your Site
Make it all work together
Keeping
Business
Local
Sept 7th
2010
… and going forward?
Real time Search & Social Search
Different types of content
Two key search axes (at least for now)
– ...
Summary
Think Attraction then Action
Guide your visitors and keep them on
the site and keep them returning
Track, Analyse ...
Thank you for
your attention!
Keeping
Business
Local
Sept 7th
2010
Leave your card for
a copy of the slides
Visit us on ou...
Upcoming SlideShare
Loading in...5
×

Search Engine Marketing

167

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
167
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Search Engine Marketing"

  1. 1. Search Engine Marketing: adding new weapons Keeping Business Local Sept 7th 2010 Mark White Social Media Directors
  2. 2. Search Engine Marketing – the basics Keeping Business Local Sept 7th 2010
  3. 3. Search Engine Marketing – the basics Keeping Business Local Sept 7th 2010
  4. 4. Search Engine Marketing - Attraction Keeping Business Local Sept 7th 2010
  5. 5. Search Engine Marketing - Action Commitment Keeping Business Local Sept 7th 2010
  6. 6. Search Engine Marketing - Action Keeping Business Local Sept 7th 2010 Connect on LinkedIn Sharing your articles Follow you on Twitter “Like” your business on Facebook  Purchase your product or service  Call your office  Email you  Sign up for your newsletter or trial offer Subscribe to your blog / news feed
  7. 7. Web Design basics Navigation must be clear Use your “prime real estate” well Keep messages clear Mark a path for your visitors Mix text, images and other First impressions count: remember your target audience Keeping Business Local Sept 7th 2010
  8. 8. Keeping Business Local Sept 7th 2010
  9. 9. Keeping Business Local Sept 7th 2010
  10. 10. Keeping Business Local Sept 7th 2010
  11. 11. Web Design basics Navigation must be clear Use your “prime real estate” well Keep messages clear Mark a path for your visitors Mix text, images and other First impressions count: remember your target audience Keeping Business Local Sept 7th 2010
  12. 12. Web Design basics “The times they are a-changing” Keeping Business Local Sept 7th 2010
  13. 13. Web Design basics “The times they are a-changing” Keeping Business Local Sept 7th 2010 Got to get interactive Got to get sharing Got to get sticky WE NEED TO ENGAGE
  14. 14. Track and improve Get an analytics programme onsite - Google Analytics is still good! Carry out a gap analysis Check entry points and exit points Check keywords that you are being found for Check the sites that are referring you Check popular pages Check campaign results Fill in the gaps Repeat … Keeping Business Local Sept 7th 2010
  15. 15. Search Engine Marketing – the basics Keeping Business Local Sept 7th 2010
  16. 16. Lots of marketing opportunities Keeping Business Local Sept 7th 2010
  17. 17. What is what in SEM? Keeping Business Local Sept 7th 2010
  18. 18. How the Search Engines work Keeping Business Local Sept 7th 2010
  19. 19. How the Search Engines work Keeping Business Local Sept 7th 2010
  20. 20. How the Search Engines work Send out their spiders / robots Revisit existing sites and follow links to find new sites Retrieve and index the code of the pages they find and hold it in data centres We search using words They search their index and rank relevant pages using an algorithm Create a list (SERPS) with the results Continue to extend and update the index Keeping Business Local Sept 7th 2010
  21. 21. Search Engine Optimisation There are about 200 factors used in Google’s ranking algorithm, so:  Get the whole of your site indexed  Concentrate on the main ones - Targeted, fresh, unique content - Title Tag uniqueness - Inbound links (with good anchor text) - Internal linking - URL (domain & page) selection - Header Tags / Alt Tags / Meta Tags Keeping Business Local Sept 7th 2010
  22. 22. Key Elements: Content Focused content – it’s the page not the site that matters Ensure keywords are used but don’t keyword “stuff”, be natural Keep up to date – recent content is good Remember who you are really writing for Keeping Business Local Sept 7th 2010
  23. 23. Key Elements: Title Tag Agreed to be the key on-page element Appears in two places: Top of the page Search Engine Results Has two audiences: Search Engine Users Search Engine Spiders Time spent on creating them is time well spent Meta Tags less SEO but … Keeping Business Local Sept 7th 2010
  24. 24. Key Elements: Links Internal and external are important (for different reasons) PageRank reflects external inbound links … but don’t get hung up! Where from is important - context Anchor Text is very important – remember Google Bombing?! Have a link building programme Keeping Business Local Sept 7th 2010
  25. 25. Above all in SEO … … remember to bake the cake! Getting all the ingredients in the right quantities produces the best results Keeping Business Local Sept 7th 2010
  26. 26. Google changes help social search Adding Social Elements to the current Search Process You can now filter and dissect much more Need to be visible here too! Keeping Business Local Sept 7th 2010
  27. 27. Where does a blog really sit? etc Business Blog SOCIALSOCIAL MEDIAMEDIA SEARCHSEARCH ENGINESENGINES Keeping Business Local Sept 7th 2010
  28. 28. Immediate Search & Business Benefits Search Engine magnets Push Marketing & Instant Information distribution Engage with readers and creating an interactive space No technical knowledge required Permalinks for individual news articles and organised automatically Internal and External Links Keeping Business Local Sept 7th 2010
  29. 29. Blog Plus Points Helps the indexing process Makes it easy to add new content quickly and easily Allows customised Title Tags, URLs, general tags and links Great internal linking Encourages higher levels of external linking (even Google says they’re good – sshh!) Keeping Business Local Sept 7th 2010
  30. 30. Other Social Search Elements Keeping Business Local Sept 7th 2010 Your Site
  31. 31. Make it all work together Keeping Business Local Sept 7th 2010
  32. 32. … and going forward? Real time Search & Social Search Different types of content Two key search axes (at least for now) – Google and Bing Personalised Search (& its impact) More information in the search Engines, so beware Keeping Business Local Sept 7th 2010
  33. 33. Summary Think Attraction then Action Guide your visitors and keep them on the site and keep them returning Track, Analyse / Measure & Improve Be aware of changing landscape: SEO is not the be all and end all Make sure all elements are working together for you Get Social … before Social gets you! Keeping Business Local Sept 7th 2010
  34. 34. Thank you for your attention! Keeping Business Local Sept 7th 2010 Leave your card for a copy of the slides Visit us on our stand Social Media Directors www.socialmediadirectors.co.uk

×