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.

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An Overview of Search Engine Marketing

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

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