• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
An Overview of Search Engine Marketing
 

An Overview of Search Engine Marketing

on

  • 1,942 views

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.

Statistics

Views

Total Views
1,942
Views on SlideShare
1,934
Embed Views
8

Actions

Likes
1
Downloads
103
Comments
0

2 Embeds 8

http://www.linkedin.com 5
http://www.slideshare.net 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    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