Search Engine Marketing Basics

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Search Engine Marketing Basics

  1. 1. Search Engine Marketing Basics<br />Andy Jamieson <br />(@andyjamo)<br />Founder & Director<br />
  2. 2. Search Engine Marketing Basics<br /><ul><li>Understanding search marketing
  3. 3. Simple introduction to SEO
  4. 4. Paid search marketing
  5. 5. New areas to consider; products, location, </li></li></ul><li>Search Engine Marketing Basics<br /><ul><li>Understanding search marketing
  6. 6. Simple introduction to SEO
  7. 7. Paid search marketing
  8. 8. New areas to consider; products, location, </li></li></ul><li>Make up of Search Results – Top of Page<br />
  9. 9. Make up of Search Results – bottom of page<br />
  10. 10. Make up of Search Results<br />Organic Listings<br />“Natural” search results<br />Determined by “objective” algorithms<br />Paid Listings<br />Appear next to desired keywords<br />Short title<br />Two lines of text (changing…)<br />Position driven by willingness to pay<br />
  11. 11. Make up of Search Results<br />Places Listings<br />Business listings from seed data (yellow pages)<br />Determined by “objective” algorithms<br />Location of searcher <br />Maps Listings<br />Business listings from seed data (yellow pages)<br />Determined by “objective” algorithm <br />Drive to Google Places listing vs your website<br />
  12. 12. Definitions<br />SEO: Search Engine Optimisation<br />Tweaking your content to appear within search engine results pages<br />PPC: Pay Per Click<br />Advertising model where you pay for each click you receive, most search engines use PPC.<br />Search Marketing<br />SEO + PPC<br />Or PPC<br />
  13. 13. Search Engine Marketing Basics<br /><ul><li>Understanding search marketing
  14. 14. Simple introduction to SEO
  15. 15. Paid search marketing
  16. 16. New areas to consider; products, location, </li></li></ul><li>Intro to SEO<br />Create good content<br />Optimise important HTML tags<br />Optimise links<br />Ensure site is search friendly<br />Leverage social media to promote<br />
  17. 17. Create good content<br />Search engines key requirement<br />Social sharing influencing rankings<br />Who is sharing your content? <br />Measure how good your content is<br />Generate links, likes, +’s and tweets<br />Each page should have a single theme<br />Hard work<br />
  18. 18. Optimise HTML tags<br />Title <title><br />Meta Tags:<br />“description”<br />“Micro Formats”<br />
  19. 19. Optimise HTML tags<br />Header Tags<br /><h1>Is the most important on the page</h1><br /><h2,3,4…><br />Others:<br />Bold <strong><br />Italic <i><br />
  20. 20. Optimise HTML tags<br />Open graph meta tags<br />Facebook image, title & description etc<br />
  21. 21. Optimise Links<br />Make sure all pieces of content can be found through internal links<br />Optimise anchor text with focus keywords that make it clear what the link points to<br />Optimise all external links <br />
  22. 22. Ensure Site is Search Friendly<br />Search engines are simple, therefore make it easy….<br />Text<br />Links<br />Simple code, with content positioned high within it<br />
  23. 23. Ensure Site is Search Friendly<br />Hard….<br />Images, multimedia, flash (getting better)<br />Some programming code<br />Javascript, CSS, search boxes<br />
  24. 24. Leverage Social Media to promote<br />Google +<br />Likes<br />Tweets <br />High profile blogs<br />Industry awards<br />Add commentary<br />Give something worth sharing<br />
  25. 25. Search Engine Marketing Basics<br /><ul><li>Understanding search marketing
  26. 26. Simple introduction to SEO
  27. 27. Paid search marketing
  28. 28. New areas to consider; products, location, </li></li></ul><li>Paid Search Marketing<br /><ul><li>Reach and frequency
  29. 29. Goals and objectives
  30. 30. Budget / resources to allocate</li></li></ul><li>Paid Search marketing<br /><ul><li>Good title
  31. 31. Keyword insertion
  32. 32. Match types
  33. 33. Broad
  34. 34. Phrase
  35. 35. Exact
  36. 36. Negative</li></li></ul><li>Paid Search Marketing<br />Search Results<br />Content Networks<br />Display opportunities<br />Retargeting <br />
  37. 37. Search Engine Marketing Basics<br /><ul><li>Understanding search marketing
  38. 38. Simple introduction to SEO
  39. 39. Paid search marketing
  40. 40. New areas to consider; products, location</li></li></ul><li>New areas to consider<br />Products<br />
  41. 41. New areas to consider<br />Locations<br />
  42. 42. New areas to consider<br />Suggested Search <br />
  43. 43. Thank you<br />Andy Jamieson | Director<br /> <br />Switched On MediaLevel 12, 60 Miller St. North Sydney NSW 2060p: 61 2 8248 5032 | f: 61 2 8580 5052 | m: 61 411 487 054<br />w: www.switchedonmedia.com.au<br />e:andy@switchedonmedia.com.au<br />27<br />

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