What is Search Engine Marketing?
SEM is the promoting a websites through
increased visibility in search engine results
Two Methods: Organic Search
The image to the left is a Search Engine
Results page or SERP. This page has several
In green are the Organic Search results.
These are pages that Google has
determined match the user’s query.
In pink are the Paid Search results. These
are listing companies pay to have shown.
These ads are set up to match selected
Search Engine Results Page
Organic Search (SEO) v. Paid Search (PPC)
90% of Clicks
10% of Clicks
More than 50% of search queries
have no ads at all
The SEM Continuum
Users will refine or be more
specific in searches as they get
close to transactions
Goal of Search Engines
To find web pages that provide
the best information on the
internet for its users.
Determine intent, context and
Search Engine Optimization
The techniques that help your
website rank higher in the
organic/natural search results.
It helps the people find your
product or service online!
Search Engine Spiders
Crawl through your website content and
rank you on quality and connections
CMS Fields for SEO
Title Tag: is the title of the web page shown for the results. This information is
stored in the web code in <title> tags.
Page URL: is exact URL for the page – generally matches structure in CMS.
Meta Description: is the phrase or words that describe the page. This
information is stored in the web code in <meta description> tags.
Search Engine Results Elements
Avoid Duplicate Content & Domains
The Search Engines Don’t Like It!
Rule For Avoiding Duplication
• Do not have multiple domain names that end up show
all the same pages
• Do not have multiple URLs with the same exact content
• Try to keep each page to One (1) topic
• Write original <title>, <meta description> and <h1> tags
for each page
Meta Information Counts
Keep to the designated counts for each search engine.
The counts include spaces.
• Title - 69 characters
• Description - 156 characters
• Title - 72 characters
• Description - 161 characters
3 Times + 1 is the Charm
Be consistent when writing <meta description>,
<title> and <h1> tag.
By putting a keyword in all three areas, it will help the search
engines know this is an important term.
REMEMBER: You need to use these keywords in the <body> copy of
the page as well.