SEM & SEO
Definitions and examples
Some definitions...
      The art of marketing a website via search engines


• 85% of all traffic on the Internet comes b...
Search Engine Marketing
      The art of marketing a website via search engines


• 85% of all traffic on the Internet com...
What SEM includes

• PPC Advertising (Adwords, Msn ads,
  Panama)

• Directories (Dmoz, Yahoo..)

• SEO

• Website archite...
What do Web Marketing do?
• In short, it directs ‘qualified’ Internet traffic
  (users) to the branded websites

•   Which...
How does Search engine advertising or
       Pay Per Click (PPC) work?
• BID for keywords /phrases/ search
  terms

• DISP...
Where are the adverts shown?
     In 18+ languages around the world in all
                   countries
Known as “Sponsore...
Sem & Seo

                              SEO - Search Engine
SEM - Search Engine
                              Optimizatio...
How search engines works..
SEO Ranking factors
• Off-Page Factors

• Link Popularity (“votes” for your site)
• Anchor text
 • On-Page Factors (Code &...
SEO Ranking factors
• Off-Page Factors

• Link Popularity (“votes” for your site)
• Anchor text
 • On-Page Factors (Code &...
Offpage: What is a SE Algorithm?
• Top Secret! Only select employees of a search engines company
  know for certain

• Rev...
The Google Algorythm:
Google Page Rank™


                                 Definition
 PageRank is a “vote”, by all the ot...
The Google Algorythm:
Google Page Rank™
Off-page factors
Based on these 2 factors
 • Link Popularity (“votes” for your site)

• Anchor text

The quantity of inbou...
Off-page factors
To increase the Booking.com rank
 • Find links from authority sites (e.g. Tripadvisor, Yahoo travel
   so...
On page factors
• Title tags <title>

• Header tags <h1>

• ALT image tags

• Hyper link text

• Keyword frequency & densi...
On page factors
HTML Title
     top ranking factor
     displayed on most search engine
      results pages
Description
...
The 20:40:40 Rule


  20% 40% 40%
 Te n l Sp c
   ch ica e            Content        Link Polularity

• S ite            •...
What search engines don't like
• Frames (use the <noframes> tag to insert
  content)

• Flash & Javascript

• Dynamic page...
Basic Tips & Optimization Techniques
• Research keywords related to your business
• Utilize descriptive title tags for eac...
Be as more specific as possible

• In case of an affiliate with an huge content ,
  divide it into sections. Do not use a ...
The user is evoluted...
Farms, Black Hats & “Ethics”

• Black Hat SEO – They try to misrepresent a website by
  displaying different information t...
Google Bombing

        ...do you remember Rishi?

       • Link Rishi

       • Hotelroomreservation.net

       • Aghios...
How to use ranking and traffic
indicators to find potential affiliates
How to use ranking and traffic
indicators to find potential affiliates

• Download Search Status Firefox extension

• Chec...
Questions?
Seo Basic Training
Seo Basic Training
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Seo Basic Training

  1. 1. SEM & SEO Definitions and examples
  2. 2. Some definitions... The art of marketing a website via search engines • 85% of all traffic on the Internet comes by search engines • 90% of all users don’t look past the first 30 results (most only view top 10) More (relevant) traffic + Good Conversions Rate More Sales/Leads
  3. 3. Search Engine Marketing The art of marketing a website via search engines • 85% of all traffic on the Internet comes by search engines • 90% of all users don’t look past the first 30 results (most only view top 10) More (relevant) traffic + Good Conversions Rate More Sales/Leads
  4. 4. What SEM includes • PPC Advertising (Adwords, Msn ads, Panama) • Directories (Dmoz, Yahoo..) • SEO • Website architecture, analytic reports and so on Choose the right one for you!!
  5. 5. What do Web Marketing do? • In short, it directs ‘qualified’ Internet traffic (users) to the branded websites • Which sites do webmarketing advertise for?: • • –Booking.com • –ActiveHotels.com • –Priceline.co.uk
  6. 6. How does Search engine advertising or Pay Per Click (PPC) work? • BID for keywords /phrases/ search terms • DISPLAY relevant ads • PAY for every click!
  7. 7. Where are the adverts shown? In 18+ languages around the world in all countries Known as “Sponsored Links” •Google –Google.com, .co.uk, .de, .fr, .it, .nl … etc. –Google search network partners – AOL, ASK.com –Content network – Vogue.com, Reuters, Lycos, Gmail •Yahoo! –Yahoo.com, .co.uk, .fr… etc –Yahoo! network – Wall Street Journal, NationalGeographic.com •MSN –MSN.com, Live Search (live.com) & Windows Live
  8. 8. Sem & Seo SEO - Search Engine SEM - Search Engine Optimization - refers to Marketing - refers to all the practice of ranking practices that leverage pages in the organic search engines for traffic, results (left side of the branding, advertising & page) marketing.
  9. 9. How search engines works..
  10. 10. SEO Ranking factors • Off-Page Factors • Link Popularity (“votes” for your site) • Anchor text • On-Page Factors (Code & Content) Title tags <title> o Header tags <h1> o ALT image tags o Content, Content, Content (Body text) o Hyperlink text o Keyword frequency & density o
  11. 11. SEO Ranking factors • Off-Page Factors • Link Popularity (“votes” for your site) • Anchor text • On-Page Factors (Code & Content) Title tags <title> o Header tags <h1> o ALT image tags o Content, Content, Content (Body text) o Hyperlink text o Keyword frequency & density o
  12. 12. Offpage: What is a SE Algorithm? • Top Secret! Only select employees of a search engines company know for certain • Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of the major factors and approximate weight assignments • The SEO algorithm is constantly changed, tweaked & updated • Varies by Search Engine – some give more weight to on-page factors, some to link popularity
  13. 13. The Google Algorythm: Google Page Rank™ Definition PageRank is a “vote”, by all the other pages on the Web, about how important a page is. A link to a page counts as a vote of support. If there’s no link there’s no support. Google Page Rank diagram
  14. 14. The Google Algorythm: Google Page Rank™
  15. 15. Off-page factors Based on these 2 factors • Link Popularity (“votes” for your site) • Anchor text The quantity of inbound-links using anchor text containing your target keywords. These should come from pages covering similar topics, preferably from large, long established authority sites.
  16. 16. Off-page factors To increase the Booking.com rank • Find links from authority sites (e.g. Tripadvisor, Yahoo travel some good affiliate partners etc.) • Give the links a suitable name (Anchor text) Bad way to name a link: If you want to reserve an hotel click here. Right way to name a link: Need an hotel? Reserve it now through the Europe's market leader online hotel reservation company.
  17. 17. On page factors • Title tags <title> • Header tags <h1> • ALT image tags • Hyper link text • Keyword frequency & density • Content, Content, Content (Body text) <body> In Italia
  18. 18. On page factors HTML Title  top ranking factor  displayed on most search engine results pages Description  Less important ranking factor  Sometimes displayed on results pages Keyword tags and Image alt tags  Rarely used as a ranking factor  May increase page rank slightly if all other factors are equal
  19. 19. The 20:40:40 Rule 20% 40% 40% Te n l Sp c ch ica e Content Link Polularity • S ite • Relevant • Quality, Arc h ite c ture • Ac c e s ib le related links • Na vig a tion • Ke yword • R e le va nt  • Me ta da ta ric h
  20. 20. What search engines don't like • Frames (use the <noframes> tag to insert content) • Flash & Javascript • Dynamic pages (generated from a database) particularly containing special characters like ? = & (mod_rewrite..bookmotel.net) • Images containing text (the S.E can’t read the text in the image • http://www.delorie.com/web/lynxview.html (HTML text, no images and little formatting)
  21. 21. Basic Tips & Optimization Techniques • Research keywords related to your business • Utilize descriptive title tags for each page • Ensure that your text is HTML-text and not image text • Use text links when ever possible • Use appropriate keywords in your content and internal hyperlinks (don’t overdo!) • Obtain inbound links from related websites
  22. 22. Be as more specific as possible • In case of an affiliate with an huge content , divide it into sections. Do not use a long page if your topic is various. • Use the proper title, H1 and all the other stuff according to the content. No general title.. Try to help Google to understand your pages! • Link between internal pages whenever is possible, using the proper anchor text.
  23. 23. The user is evoluted...
  24. 24. Farms, Black Hats & “Ethics” • Black Hat SEO – They try to misrepresent a website by displaying different information to the search engine versus the user. >> hidden text, redirects, cloaking etc • Link Farms – sites/pages that may have thousands of links, often to unrelated sites. Typically they provide these links in exchange for links to their site in an attempt to improve their rankings. • Google Bombing – establishing links with certain anchor text in order to achieve a high ranking for that term.
  25. 25. Google Bombing ...do you remember Rishi? • Link Rishi • Hotelroomreservation.net • Aghios • Thousands and thousands more..
  26. 26. How to use ranking and traffic indicators to find potential affiliates
  27. 27. How to use ranking and traffic indicators to find potential affiliates • Download Search Status Firefox extension • Check the backlink (also with quot;link: www.example.comquot;) • Check show related links on the Page Rank bar • Check Alexa Related links • Check Alexa categories IT WORKS!!
  28. 28. Questions?

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