An Overview of Search Engine Marketing
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An Overview of Search Engine Marketing

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An overview of search engine marketing prepared by Aaron Bradley for Pinny Gniwish's class at McGill University in Montreal.

An overview of search engine marketing prepared by Aaron Bradley for Pinny Gniwish's class at McGill University in Montreal.

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An Overview of Search Engine Marketing An Overview of Search Engine Marketing Presentation Transcript

  • An Overview of Search Engine Marketing
    Aaron Bradley
  • Search Engine Marketing Basics
  • SEM, SEO and PPC: Definitions
  • SEM, SEO and PPC: Functional Objectives
  • SEO and PPC: Differences
    Organic Search (SEO)
    Position based on algorithmic logic
    Cannot be purchased
    Persists as long as relevance holds
    Paid Search (PPC)
    Position mostly based on bid price
    Advertiser pays per click
    Persists as long as you keep paying
  • Why Search is Important
    Search is the Biggest Source of Qualified Online Traffic
    Big: 10,000,000,000 searches are conducted in the US every month
    Qualified: Traffic to a site is by definition highly targeted
  • Why Search is Important
    SEO Offers a Potentially High Return on Investment
    Small cost compared to other marketing efforts
    In the majority of cases, SEO doesn’t entail additional effort, but performing work already required differently
  • Why Search is Important
    Search is Focused on Acquisition
    Most purchases and other online conversion events start with a search query
    SEO Still Offers a Competitive Advantage
    Majority 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 Engine
    Search Engines Are Stupid
    Search engine rankings are based on algorithms, not human review – and they cannot reason or make inferences
    Search engines require continue continual instruction about the topic of any given website, page, image, etc.
  • Characteristics of a Search Engine
    Search Engines Are All About Words
    Images, videos and other types of multimedia need to be described in words for search engines
    Users 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 Engine
    Search Engines Are Secretive
    Search engine algorithms are closely guarded secrets – if they weren’t spammers would run amok
    At 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 Engine
    Search Engines Keep Changing
    Search 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 Engine
    Search Engines Believe in Popularity Contests
    All search engines rely heavily upon linking patterns and/or user click behavior in order to rank websites
  • Characteristics of a Search Engine
    Search Engines Punish Bad Behaviors
    Google demands that what its robots see is the same as what a human visitor sees
    Google uses both algorithms and human-generated reports to identify sites that violate their guidelines
    Penalties may include decreased rankings or an outright ban
  • How Search Engines Rank Websites
  • IntermissionHow Search Engines Find Things to Rank
    Finding Websites
    Google finds websites through links or submissions
    Finding Web Pages
    Google finds pages by following links on a site or external links to pages on a site
    Webmasters can submit URLs (sitemaps)
  • How Search Engines Rank Websites
    The Short, But True, Version
    Google ranks websites based on content and inbound links
  • How Search Engines Rank Websites
    The Short, But True, Version
    Google ranks websites based on content and inbound links
    Even Shorter, Equally True Version
    What’s on your site and who links to it
  • How Search Engines Rank Websites
    Site Navigation, Global Architecture and Internal Linking
    Well-structured and consistent navigation
    Internal linking structure that a search engine robot can follow (spiderablity)
    No cannibals or orphans
  • How Search Engines Rank Websites
    Onsite Factors – Site Page Structure
    Standard and valid code
    Content defined in semantically meaningful blocks
    Keyword used in titles, images and other on-page elements
  • How Search Engines Rank Websites
    Onsite Factors – Content
    Deep (rather than shallow) content written in sentences (rather than fragmentary) using relevant keywords
    Unique content (rather than content that’s replicated elsewhere on the web)
    Content that’s updated frequently
  • How Search Engines Rank Websites
    Offsite Factors – Links
    Quality, authority (PageRank/inbound links/domain extension) and topicality of the linking site, and of the linking target
    Geographical location/domain extension of the linking site
    Words used in the anchor text of links
  • Optimization Tasks and Techniques
  • Optimization Tasks and Techniques
    At the end of the day, Google likes sites that are:
    Well-organized and easy to navigate
    Load quickly with few errors
    Contain well-structured, relevant information
    Are updated frequently
    Are linked to (recommended) by other websites
  • Optimization Tasks and Techniques
    At the end of the day, Google likes sites that are:
    Well-organized and easy to navigate
    Load quickly with few errors
    Contain well-structured, relevant information
    Are updated frequently
    Are linked to (recommended) by other websites
    … and so do your users
  • Optimization Tasks and Techniques
    Keyword Research – Organic Search
    Use keyword research tools to determine optimization targets based on potential traffic, competitiveness, trends and geography
    Use internal metrics to determine real keyword traffic (correlated with rankings), conversion and profitability of keywords
  • Optimization Tasks and Techniques
    Keyword Research – Paid Search
    Use keyword research tools to determine optimization targets based on potential traffic, ad competitiveness and cost
    Use internal and ad metrics to determine effectiveness and ROI of keyword campaigns
  • Optimization Tasks and Techniques
    On-Site SEO – Technical and Structural
    Ensure URLs are canonical (singular) and semantically meaningful
    Work towards a site and link architecture that’s consistent, spiderable and semantically meaningful
    Submit XML sitemaps and use other search-engine supplied tools
  • Optimization Tasks and Techniques
    On-Site SEO – Page Level Optimization
    “Tag” each page (HTML elements and select page elements) to maximize keyword focus
    Ensure keyword content is spiderable, either by using text or text replacement
    Control number of outbound links and where they’re going
  • Optimization Tasks and Techniques
    On-Site SEO – Content
    Update content frequently, as applicable
    Ensure content is original (unique) and useful (linkable)
    Use keyword research to frame content keyword universe
  • Optimization Tasks and Techniques
    On-Site SEO – Optimization for Paid Search
    Use the same techniques for organic search optimization to ensure that PPC ad target pages provide a good match for bid keywords
    Test and refine PPC-specific landing-pages for maximum ROI
    Watch paid search metrics like a hawk
  • Optimization Tasks and Techniques
    Link Development
    Create content that’s actually good/useful enough that people will link to it
    Utilize social media and other engagement strategies to generate links
    Get listed in directories, buy links and otherwise be creative in acquiring links
  • Thanks!
    http://www.seoskeptic.com
    http://www.twitter.com/aaranged