An Overview of Search Engine MarketingAaron Bradley

Search Engine Marketing Basics

SEM, SEO and PPC: Definitions

SEM, SEO and PPC: Functional Objectives

SEO and PPC: DifferencesOrganic Search (SEO)Position based on algorithmic logic Cannot be purchasedPersists as long as relevance holdsPaid Search (PPC)Position mostly based on bid priceAdvertiser pays per clickPersists as long as you keep paying

Why Search is ImportantSearch is the Biggest Source of Qualified Online TrafficBig: 10,000,000,000 searches are conducted in the US every monthQualified: Traffic to a site is by definition highly targeted

Why Search is ImportantSEO Offers a Potentially High Return on InvestmentSmall cost compared to other marketing effortsIn the majority of cases, SEO doesn’t entail additional effort, but performing work already required differently

Why Search is ImportantSearch is Focused on AcquisitionMost purchases and other online conversion events start with a search querySEO Still Offers a Competitive AdvantageMajority of organizations have not yet invested substantially in SEM, and/or do it poorly

Characteristics of a Search Engine

SNAP QUIZ: What’s more intelligent?

SNAP QUIZ: What’s more intelligent?

SNAP QUIZ: What’s more intelligent?

Characteristics of a Search EngineSearch Engines Are StupidSearch engine rankings are based on algorithms, not human review – and they cannot reason or make inferencesSearch engines require continue continual instruction about the topic of any given website, page, image, etc.

Characteristics of a Search EngineSearch Engines Are All About WordsImages, videos and other types of multimedia need to be described in words for search enginesUsers search using words – when there’s a click path that doesn’t require words, that’s only because that words have defined that relationship

Characteristics of a Search EngineSearch Engines Are SecretiveSearch engine algorithms are closely guarded secrets – if they weren’t spammers would run amokAt the end of the day, search engine optimization is based on how we think search engines rank websites (unless you’re a Google engineer)

Characteristics of a Search EngineSearch Engines Keep ChangingSearch engines change their algorithms in order to extend their reach (more types of results) and/or improve relevancy (better results)Search engines change their algorithms as marketers and/or spammers figure out how to exploit aspects of their algorithms

Characteristics of a Search EngineSearch Engines Believe in Popularity ContestsAll search engines rely heavily upon linking patterns and/or user click behavior in order to rank websites

Characteristics of a Search EngineSearch Engines Punish Bad BehaviorsGoogle demands that what its robots see is the same as what a human visitor seesGoogle uses both algorithms and human-generated reports to identify sites that violate their guidelinesPenalties may include decreased rankings or an outright ban

How Search Engines Rank Websites

IntermissionHow Search Engines Find Things to RankFinding WebsitesGoogle finds websites through links or submissionsFinding Web PagesGoogle finds pages by following links on a site or external links to pages on a siteWebmasters can submit URLs (sitemaps)

How Search Engines Rank WebsitesThe Short, But True, VersionGoogle ranks websites based on content and inbound links

How Search Engines Rank WebsitesThe Short, But True, VersionGoogle ranks websites based on content and inbound linksEven Shorter, Equally True VersionWhat’s on your site and who links to it

How Search Engines Rank WebsitesSite Navigation, Global Architecture and Internal LinkingWell-structured and consistent navigationInternal linking structure that a search engine robot can follow (spiderablity)No cannibals or orphans

How Search Engines Rank WebsitesOnsite Factors – Site Page StructureStandard and valid codeContent defined in semantically meaningful blocksKeyword used in titles, images and other on-page elements

How Search Engines Rank WebsitesOnsite Factors – ContentDeep (rather than shallow) content written in sentences (rather than fragmentary) using relevant keywordsUnique content (rather than content that’s replicated elsewhere on the web)Content that’s updated frequently

How Search Engines Rank WebsitesOffsite Factors – LinksQuality, authority (PageRank/inbound links/domain extension) and topicality of the linking site, and of the linking targetGeographical location/domain extension of the linking siteWords used in the anchor text of links

Optimization Tasks and Techniques

Optimization Tasks and TechniquesAt the end of the day, Google likes sites that are:Well-organized and easy to navigateLoad quickly with few errorsContain well-structured, relevant informationAre updated frequentlyAre linked to (recommended) by other websites

Optimization Tasks and TechniquesAt the end of the day, Google likes sites that are:Well-organized and easy to navigateLoad quickly with few errorsContain well-structured, relevant informationAre updated frequentlyAre linked to (recommended) by other websites… and so do your users

Optimization Tasks and TechniquesKeyword Research – Organic SearchUse keyword research tools to determine optimization targets based on potential traffic, competitiveness, trends and geographyUse internal metrics to determine real keyword traffic (correlated with rankings), conversion and profitability of keywords

Optimization Tasks and TechniquesKeyword Research – Paid SearchUse keyword research tools to determine optimization targets based on potential traffic, ad competitiveness and costUse internal and ad metrics to determine effectiveness and ROI of keyword campaigns

Optimization Tasks and TechniquesOn-Site SEO – Technical and StructuralEnsure URLs are canonical (singular) and semantically meaningfulWork towards a site and link architecture that’s consistent, spiderable and semantically meaningfulSubmit XML sitemaps and use other search-engine supplied tools

Optimization Tasks and TechniquesOn-Site SEO – Page Level Optimization“Tag” each page (HTML elements and select page elements) to maximize keyword focusEnsure keyword content is spiderable, either by using text or text replacementControl number of outbound links and where they’re going

Optimization Tasks and TechniquesOn-Site SEO – ContentUpdate content frequently, as applicableEnsure content is original (unique) and useful (linkable)Use keyword research to frame content keyword universe

Optimization Tasks and TechniquesOn-Site SEO – Optimization for Paid SearchUse the same techniques for organic search optimization to ensure that PPC ad target pages provide a good match for bid keywordsTest and refine PPC-specific landing-pages for maximum ROIWatch paid search metrics like a hawk

Optimization Tasks and TechniquesLink DevelopmentCreate content that’s actually good/useful enough that people will link to itUtilize social media and other engagement strategies to generate linksGet listed in directories, buy links and otherwise be creative in acquiring links

Thanks!http://www.seoskeptic.comhttp://www.twitter.com/aaranged