Text Voices.com Text David Ciccarelli Chief Executive Officer Search Engine Marketing in the Google Era
Text Text People use search engines to... <ul><li>Find websites, blogs </li></ul><ul><li>Find people </li></ul><ul><li>Fin...
Why Search? <ul><li>Search engines are the most powerful medium to reach customers because you meet them at their point of...
The Facts <ul><li>95% of users don’t go beyond the first 3 pages of search results before they try another keyword. </li><...
Two Approaches Search Engine Optimization (SEO) Search Engine Marketing (SEM) Less control More control Search engine crea...
Search Engine Optimization <ul><li>Process of strategic  analysis ,  placement  and enhancement of keywords and text on a ...
Text Text Organic Search Engine Results
Popular SEO Strategies <ul><li>On page optimization </li></ul><ul><li>Off page optimization </li></ul><ul><li>Both have eq...
On Page Optimization <ul><li>Contains all the elements and factors in good search engine ranking which you control - your ...
Content is King <ul><li>Having good, well-produced content on your website is your first priority. </li></ul><ul><li>Conte...
Keywords are Queen <ul><li>Well-written content and carefully selected keywords are the keys of a balanced on-page strateg...
Keyword Research <ul><li>Start a spreadsheet to brainstorm all your keywords. </li></ul><ul><li>Organize keywords into gro...
Keyword Research Tools <ul><li>Keyword Discovery –  www.keyworddiscovery.com   </li></ul><ul><li>WordTracker -  www.wordtr...
Turn Keywords into Content <ul><li>If you are selling products , create a web page or video for each type of product you s...
Content Management <ul><li>Consider a content management system. </li></ul>
What do focus on Put keywords and phrases in some of the following places to increase a web page in the search engine resu...
Results
Off Page Optimization <ul><li>Contains all the elements and factors in good search engine ranking which you don’t directly...
Elements of Off Page Optimization <ul><li>Link Popularity:  How many links point to your website? </li></ul><ul><li>Link R...
The Value of Links Many search engine marketers consider that links are the most important factor in achieve top organic s...
Search Engine Marketing <ul><li>The process of marketing a website on search engines on a pay per click basis. </li></ul><...
Customer Acquisition Costs Search Engine Marketing is the most cost-effective way to acquire new customers.
Text Text Paid Search Engine Results
Pay-Per-Click <ul><li>Pay per click works on the premise that you pay for your advertising only when someone clicks on you...
Google Adwords
1. Target Customers
2. Create an Ad
3. Choose Your Keywords
4. Set Pricing
5. Review & Save
Adwords Account
Landing Pages
Summary Search Engine Optimization (SEO) Search Engine Marketing (SEM) Less control More control More time required See in...
Tools  To Help You Take Action
Google Webmaster Central
Google Analytics
Action Plan <ul><li>Organize your existing content </li></ul><ul><li>Discover which keywords are most searched for </li></...
Q&A
Text Voices.com Text [email_address] (519) 858-5071 David Ciccarelli Chief Executive Officer
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Search Marketing In The Google Era Tech Alliance

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During this session, participants discovered what search engines value in a webpage, how to construct a webpage and website in the optimum manner, and how to optimize the content for top ranking in search engine results.

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Search Marketing In The Google Era Tech Alliance

  1. 1. Text Voices.com Text David Ciccarelli Chief Executive Officer Search Engine Marketing in the Google Era
  2. 2. Text Text People use search engines to... <ul><li>Find websites, blogs </li></ul><ul><li>Find people </li></ul><ul><li>Find locations </li></ul><ul><li>Find images </li></ul><ul><li>Find videos </li></ul>
  3. 3. Why Search? <ul><li>Search engines are the most powerful medium to reach customers because you meet them at their point of need. </li></ul><ul><li>90% of online Web sessions begin with a search. </li></ul><ul><li>81% of users find web sites they were looking for through search engines. </li></ul>
  4. 4. The Facts <ul><li>95% of users don’t go beyond the first 3 pages of search results before they try another keyword. </li></ul><ul><li>30% of users believe companies found in the top search results are a major brand in their product or service category. </li></ul><ul><li>Search engines average 300-500 million searches per day. </li></ul><ul><li>Google has 60% market share, 90% in technology industries. </li></ul>
  5. 5. Two Approaches Search Engine Optimization (SEO) Search Engine Marketing (SEM) Less control More control Search engine creates a description You describe your website Traffic varies Guaranteed website traffic Free Pay-Per-Click
  6. 6. Search Engine Optimization <ul><li>Process of strategic analysis , placement and enhancement of keywords and text on a website to enable optimum search engine rankings. </li></ul><ul><li>Key to any successful Internet Marketing Strategy. </li></ul><ul><li>It’s easier than it sounds. </li></ul>
  7. 7. Text Text Organic Search Engine Results
  8. 8. Popular SEO Strategies <ul><li>On page optimization </li></ul><ul><li>Off page optimization </li></ul><ul><li>Both have equal importance </li></ul>
  9. 9. On Page Optimization <ul><li>Contains all the elements and factors in good search engine ranking which you control - your content. </li></ul><ul><li>Title, Description </li></ul><ul><li>Page Names ( my-very-important-page.html ) </li></ul><ul><li>Sitemap </li></ul>
  10. 10. Content is King <ul><li>Having good, well-produced content on your website is your first priority. </li></ul><ul><li>Content includes audio, video, text and images. </li></ul>
  11. 11. Keywords are Queen <ul><li>Well-written content and carefully selected keywords are the keys of a balanced on-page strategy. </li></ul><ul><li>Use keyword research tools to find the most searched for terms in your industry. </li></ul>
  12. 12. Keyword Research <ul><li>Start a spreadsheet to brainstorm all your keywords. </li></ul><ul><li>Organize keywords into groups by topic or subject matter. </li></ul>
  13. 13. Keyword Research Tools <ul><li>Keyword Discovery – www.keyworddiscovery.com </li></ul><ul><li>WordTracker - www.wordtracker.com </li></ul><ul><li>Google - adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>Yahoo! – inventory.overture.com </li></ul>
  14. 14. Turn Keywords into Content <ul><li>If you are selling products , create a web page or video for each type of product you sell. </li></ul><ul><li>If you are selling consulting services , write a case study on how you solved a problem for a customer. </li></ul><ul><li>If you are non-profit website , you could write about existing projects and future plans for your organization. </li></ul>
  15. 15. Content Management <ul><li>Consider a content management system. </li></ul>
  16. 16. What do focus on Put keywords and phrases in some of the following places to increase a web page in the search engine results. <ul><li>Page Meta Title </li></ul><ul><li>Page Meta Description </li></ul><ul><li>In H1, H2, H3 tags </li></ul><ul><li>In your image ALT tags </li></ul><ul><li>Page File Name ( your-very-important-page.html ) </li></ul>
  17. 17. Results
  18. 18. Off Page Optimization <ul><li>Contains all the elements and factors in good search engine ranking which you don’t directly control, but... </li></ul><ul><li>You can influence others to help you. </li></ul>
  19. 19. Elements of Off Page Optimization <ul><li>Link Popularity: How many links point to your website? </li></ul><ul><li>Link Relevancy: Are the links from websites in the same industry or from authority websites? </li></ul><ul><li>Anchor Text: The active text used to enable the link to your website. Does is say your business name or keyword? </li></ul><ul><li>Search Engine Saturation: How many pages have you built? Websites with more page are perceived to be more authoritative. </li></ul>
  20. 20. The Value of Links Many search engine marketers consider that links are the most important factor in achieve top organic search engine results. <ul><li>Authority Links </li></ul><ul><li>Directory Links </li></ul><ul><li>Reciprocal Links </li></ul><ul><li>Press Release Links </li></ul><ul><li>Blog Links </li></ul>
  21. 21. Search Engine Marketing <ul><li>The process of marketing a website on search engines on a pay per click basis. </li></ul><ul><li>Also known as Pay-Per-Click or PPC Marketing </li></ul>
  22. 22. Customer Acquisition Costs Search Engine Marketing is the most cost-effective way to acquire new customers.
  23. 23. Text Text Paid Search Engine Results
  24. 24. Pay-Per-Click <ul><li>Pay per click works on the premise that you pay for your advertising only when someone clicks on your advertisement. </li></ul><ul><li>To determine the price advertisers will pay per click, Google uses an auction model. </li></ul><ul><li>A “Quality Score” also factors into your sponsored placement. </li></ul>
  25. 25. Google Adwords
  26. 26. 1. Target Customers
  27. 27. 2. Create an Ad
  28. 28. 3. Choose Your Keywords
  29. 29. 4. Set Pricing
  30. 30. 5. Review & Save
  31. 31. Adwords Account
  32. 32. Landing Pages
  33. 33. Summary Search Engine Optimization (SEO) Search Engine Marketing (SEM) Less control More control More time required See instant results Traffic varies Guaranteed website traffic Free Pay-Per-Click
  34. 34. Tools To Help You Take Action
  35. 35. Google Webmaster Central
  36. 36. Google Analytics
  37. 37. Action Plan <ul><li>Organize your existing content </li></ul><ul><li>Discover which keywords are most searched for </li></ul><ul><li>Get links from blogs, press releases and other websites </li></ul><ul><li>Track your success using Google Webmaster Central and Google Analytics - FREE! </li></ul>
  38. 38. Q&A
  39. 39. Text Voices.com Text [email_address] (519) 858-5071 David Ciccarelli Chief Executive Officer

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