Seo & ppc


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What is SEO and PPC?

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  • Usability driven information architectureEffective copywriting (presented previously)Affiliate programsEmail marketing and online newslettersInteractive customer relationshipsWeb traffic analysis and web analyticsIf budget allows, undertake both SEO and SEM as SEM enables ROI tracking (leads and conversions)If budget is zilch, opt for SEORecommendation for UniSA:- SEO- SEM for campaigns and international markets
  • Offline, bustling crowds pass by your place of business. Some of the passerby traffic notices you and walks in."Location, Location, Location"Online, people search for information. Millions of people. Each searches alone."Information, information, information"
  • Seo & ppc

    1. 1. SEO & PPC
    2. 2. Key internet marketing strategiesSearch engine optimisation (SEO)- no cost per clickSearch engine marketing (SEM) - cost per click
    3. 3. WHY IS INTERNET MARKETING IMPORTANT?It gives companies the ability to:Drive high quality customers to their websiteIncrease sales leads from customers looking for theirproducts and servicesBuild their brand online by communicating marketingmessages to their target audienceIncrease their profile against their competitorsTarget a global audience via international search enginesBe accountable with ROI tracking (SEM)
    4. 4. SEARCH ENGINE OPTIMISATIONWhat is SEO? SEO is the act of modifying a website to increase itsranking in organic (vs paid), crawler-based listings ofsearch enginesHow do organic search listings work?A spider or crawler which is a component of a SE gathers listings byautomatically "crawling" the webThe spider follows links to web pages, makes copies of the pages andstores them in the SE‟s indexBased on this data, the SE then indexes the pages and ranks thewebsitesMajor SEs that index pages using spiders: Google, Altavista, Msn, Aol,lycos “Spiders read only text, nothing else”
    5. 5. SEARCH ENGINE OPTIMISATION/CONT’DSEO strategies/techniques1. Domain name strategies- domain names are traffic magnets > 63 million domain names registered > 4.7 million domain names registered 1st quar2004- choose a domain name that will increase your searchengine ranking. How?- simple, short, no hyphens, no numbers- use keywords, common words, advertising terms,product names- choose a keyword that is important for your business
    6. 6. 2. Linking strategies- the more inbound links the higher the SE ranking- if the site linking to you is already indexed, spiders willalso receive your site- quality of inbound links is critical- how to increase links: a) good content b) goodoutbound links c) target a list of sites from which you canrequest inbound links- links for the sake of links can damage your searchrankings “Link relevancy is critical in getting your siteindexed by search engines” “A small number of inbound links from high-quality,relevant sites is more valuable than many links from low-traffic, irrelevant sites.”
    7. 7. 3. Keywords-important in optimising rankings- keywords are words that appear the most in a page- the spider chooses the appropriate keywords for eachpage, then sends them back to its SE- your web site will then be indexed based on yourkeywords- can be key phrases or a single keyword- do not use common words eg „the‟ „and‟ „of‟: spidersignore them- write keyword-rich text- balance keyword-rich and readability- always have text in your page: at least 100 words-
    8. 8. 4. Title tags- important in optimising rankings- the first thing that a search engine displays on a searchreturn- must keywords in title to be ranked no. 1- should have the exact keyword you use for the page- every single web page must have its own title tag- you can use up to 65 characters eg Ebay (title is littered with keywords)5. Meta description tags- the next important- displayed below the title in search results- use dynamic, promotional language- use keywords
    9. 9. Meta keywords tags- no longer carry weight with major SEs- a myth that meta keywords alone affect rankings6. Alt tags- include keywords in your alt tags7. Submit your website to SEs for indexing- submit your site to search engine directories, directorysites and portal sites - indexing takes 1 wk to 3 months
    10. 10. SEO - WHAT IS NOT RECOMMENDEDFlash and shockwave - spiders do not pick up thesefilesImage only sites - spiders do not pick up imagesImage maps - spiders cannot read image maps.Do not use them on your home page or critical pages.Frames - only one page can be titled (titling is critical insearch rankings)- If the spider cannot read the complete page (becauseof the frames), it will not be indexed properly. - Some spiders may not even read a frames website Password protected pages – spiders cannot enterpassword protected pages
    11. 11. PDF files - can be problematic for spiders. Although somesearch engines can index them, the pages must beinterpreted into HTML and can lose much of their content.- place PDFs lower down in your siteDynamic pages - spiders cannot index some content onpages using ASP, CGI or other dynamic languages.- Make sure important pages are HTML, no dynamicallygenerated content.Drop down menus – spiders cannot read them
    12. 12. HOW SEO ELEMENTS AFFECT ORGANICLISTINGS Title tag Meta description tag (or first para of text if no meta des has been added) Keywords
    13. 13. SEARCH ENGINE MARKETINGWhat is search engine marketing (SEM)?SEM is the act of marketing a website via search engines by purchasing paidlistingsWhat are paid listings? These are llistings that search engines sell to advertisers, usuallythrough paid placement or paid inclusion programs. In contrast, organic listingsare not sold.
    14. 14. Paid listings:1. Paid inclusions- Advertising programs where pages are guaranteed to beincluded in a search engines index in exchange forpayment- no guaranteed ranking- payment made on a Cost Per Click (CPC) basis- eg Looksmart: a directory that lists pages and sites, notbased on position but based on relevance. Advertiserspay to be included in the directory on a CPC basis or per-url fee basis with no guarantee of specific placement
    15. 15. 2. Paid placements- Advertising programs where listings are guaranteed toappear in organic listings- the higher the fee, the higher the ranking - eg sponsored links and Google‟s Adwords- can be purchased from a portal or a search network- search networks are often set up in an auctionenvironment where keywords and phrases areassociated with a cost-per-click (CPC) fee.- Overture and Google are the largest networks
    16. 16. PAID PLACEMENTS - GOOGLE Paid placements