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SEARCH
&
SOCIAL
101

      AUGUST
2011

Defining
SEM





                Search Engine Marketing (SEM) typically refers to pay-per-click search advertisements
                  ran through Google AdWords or Microsoft AdCenter. In reality, SEM involves all acts
               associated with researching, submitting and positioning a website in search engine results,
                                                     including SEO.




    Source:
    www.orbitalmarketing.ca/services.html
2
Paid
Search
Engine
Results
on
Google





                                                              Paid Search Results
Paid Search Results




3
Where
Can
You
AdverGse
With
Paid
Search?


                                       The Google Network – 70% Share of the Search Market




                        Keyword Targeting                                               Contextual Targeting




    Image Sources:
    www.netbooster-agency.co.uk/
4   www.quinncom.net/
Where
Can
You
AdverGse
With
Paid
Search?


          Bing & Yahoo! – 30% Share of the Search Market




                          Partners
                           Search


                                                           Search and Contextual
                                                                 Targeting




5
Why
Run
a
Paid
Search
Campaign?



    YOU
CAN
EFFECTIVELY…

        •    Increase
Website
Traffic

        •    Build
Brand
Awareness

        •    Drive
&
Track
E‐Commerce
Sales

        •    Promote
a
Facebook
Page

        •    Market
a
Mobile
App

        •    Promote

a
YouTube
Channel
or
Video

        •    Manage
Brand
ReputaHon
&
Crisis
SituaHons

        •    And
More!



       REACH
SEARCH
USERS
THROUGH
TEXT,
IMAGE,
VIDEO,
RICH
MEDIA
OR
MOBILE
ADS



6
So
That’s
SEM…What’s
SEO?





     Search Engine Optimization (SEO): The process of improving the quality and volume of
    traffic to a website by employing a series of proven techniques to help the website achieve
                        a higher “organic” ranking with major search engines.




7
Organic
Search
Results
on
Google





Organic Search Results




8
Why
Is
SEO
Important?


                                            •    A
recent
study
on
search
behavior
showed:


                                                           94%
of
users
tested
clicked
on
a

                                                            first
page
search
result.
*


                                                           Only
6%
of
users
clicked
to
the

                                                            second
page
of
search
results.
*


                                                           The
#1
ranking
result
garnered

                                                            around
33%
of
the
total
clicks.
*


                                            •    A
separate
study
showed
that
39%
of
search

                                                 users
link
search
ranking
to
company

                                                 prominence.
**


                                            •    So,
ranking
highly
in
search
results
has
become

                                                 very
important
for
both
site
traffic
and
brand

                                                 reputaHon!


    Sources:
    * - Chitika, Inc.
9   ** - JupiterResearch
What
Determines
Organic
Search
Ranking?



 •    ≈200
signals
are
considered
when
Google
ranks
search

      results.
*


 •    A
few
of
the
signals
most
heavily
weighted:


                       Inbound
Links
(links
to
your
web
page)


                       Quality,
QuanHty,
Originality
and
Freshness
of

                        Content



                       Content’s
Relevancy
to
User’s
Search
Query


 •    Social
media
is
becoming
more
of
a
factor
in
search

      ranking.





      Sources:
      SearchEnglineLand.com
10    DailyBlogTips.com
The
IntegraGon
of
Search
&
Social



     •    Two
ways
users
find
informaHon
online:

Search
&
Social
Networks


     •    When
ranking
pages,
search
engines
now
count
links
shared
on
Twi_er,
YouTube,

          blogs,
social
bookmarking
sites
and
public
Facebook
pages.


     •    Search
engines
are
also
trying
to
take
social
authority
into
account.


     •    Social
engagement
online
is
also
important
in
relaHon
to
search:


                         Social
media
messaging
containing
keywords
can
influence
search

                          volume
around
specific
terms.


                         When
the
messaging
spreads,
users
who
search
are
then
led
to
a
page

                          you
opHmized
for
those
keywords.





          Image Source:
          www.madcheapseo.com
11
Sharability,
Embeddability
&
SyndicaGon



                •    Along
with
links,
social
acHons
(i.e.
“Likes”,
retweets
or
+
1’s
of
a
web
page)
are
now

                     effecHng
search
results.



                •    To
search
engines:
“Likes”,
Retweets
&
Recommenda4ons
=
Popularity
=
Quality
Content


                •    So,
it’s
now
very
important
to
make
it
easy
for
users
to
share
or
recommend
your

                     content.


                               Add
bu_ons
or
widgets
allowing
for
“Likes”,
retweets,
+
1’s
and
social

                                bookmarking.


                               Consider
syndicaHng
content
to
other
sites
through
an
RSS
feed
(can
increase

                                links).


                               Provide
an
embed
code
for
any
videos
posted,
so
others
can
repost
to
their

                                sites.





12
Sharability
–
Bing
&
Facebook



     •    From
search
engine
to
recommendaHon

          engine?
Social’s
now
influencing
where

          searchers
will
click!


     •    Pages
“Liked”
by
Facebook
friends
are
given

          more
weight
on
Bing
and
appear
first
in
search

          results.





13
Sharability
–
Google
+1



     •    Similar
effect
‐
Google
is
now
showing
results

          that
have
been
frequently
“+
1’d”





14
Social
Media
OpGmizaGon
(SMO)



                                    •    Like
normal
web
pages,
social
media
properHes
can
also
be
opHmized…


                                                  Facebook
–
Including
keywords
in
the
URL,
“about”
box,
“info”
tab,
photo
&

                                                   video
capHons,
event
descripHons,
discussion
forum
and
status
messages.


                                                  Twi_er
–
Placing
keywords
in
username,
bios,
pictures,
tweets
and

                                                   “favorited”
tweets.


                                                  YouTube
–
InserHng
keywords
into
video
Htles,
descripHons,
tags,
capHons,

                                                   transcripts
and
comments.


                                    •    And
don’t
forget
about
engagement!


                                                  Facebook
pages
with
more
interacHon
and
YouTube
videos
with
more

                                                   comments
and
raHngs
will
rank
higher.





     Image Source:
     www.optisourceblog.com
15
Social
Content
OpGmizaGon
(SCO)


 •    Similar
to
SEO
&
SMO,
but
opHmizing
all
digital
assets
instead
of
just
web
text
or

      social
media
embassies.


 •    SCO
includes
opHmizing:


                Documents/PDFs

                Images

                Videos

                Press
Releases

                Blogs

                Recipes

                And
More!


 •    SCO
can
involve
simply
tagging
images
with
keywords
or
can
be
more
complex

      (e.g.
Restructuring
a
recipe
secHon
so
items
appear
in
search
with
rich
snippets).


 •    See
Edelman
Digital’s
SCO
plan
outlined
in
the
following
slide.




16
Content
OpGmizaGon
Plan





17
Structured
Data



 •    Consider
structured
data
as
a
way
to
improve
search
visibility.


 •    This
is
a
way
to
markup
language
on
the
back‐end
of
your
site
to
make
it
easier

      for
engines
to
recognize
what
your
content’s
about
and
provide
high
quality

      results.


 •    Structured
data
is
rewarded
and
given
higher
priority
in
search
results.
            Recipe and Product rich
                                                                                         snippets taken from Google.

 •    It
has
been
very
impacmul
in
improving
organic
search
volume
for
companies

      such
as
Best
Buy.


 •    Products,
reviews
and
recipes
can
all
be
marked‐up
to
create
richer
search

      results
and
increase
organic
traffic.





18
Video
SEO



     •    Videos
now
onen
appear
at
the
top
of
search
results.


     •    Get
ahead
of
the
game
by
opHmizing
your
videos.


     •    Find
keywords
using
the
YouTube
keyword
tool.


     •    Add
the
keywords
to
your
scripts,
video
Htles,
descripHons
and
tags,
and
upload

          transcripts
of
the
dialogue.


     •    Engage
on
the
site
as
you
would
any
other
network
and
encourage
raHngs.


     •    Link
to
other
videos
or
websites
in
video
descripHons.


     •    Choose
a
great
thumbnail
image
that
will
draw
clicks.





19
SEO
Meets
TradiGonal
Media



 •    Try
and
opHmize
press
releases
whenever
possible.


 •    Don’t
use
industry
jargon!


 •    Instead,
find
high
quality
keywords
and
place
them
in
the
Htle
and
body
of
the

      release


 •    You
can
also
bold
keywords
or
strategically
include
them
in
link
anchor
text.


 •    But
don’t
sacrifice
its
quality
or
readability!


 •    Link
back
to
your
website
or
social
media
properHes
in
the
release.


 •    Drive
people
to
search
for
the
keywords
your
press
release
has
been
opHmized

      for
via
social
media.





20
SEO
Tips:
Making
a
Site
Search
Engine
Friendly




 •    Give
search
engines
plenty
of
text
to
crawl
and
not
just
images.


                FYI
–
Text
embedded
within
images
or
logos
can’t
be

                 crawled!


 •    Avoid
a
high
adverHsement
to
content
raHo.


 •    Try
to
avoid
using
fancy
features
like
Javascript
and
Flash
that
search

      engines
can
have
trouble
crawling.


 •    Make
sure
each
page
is
linked
to
from
at
least
one
other
page
if
you

      want
it
indexed
by
search
engines.



 •    Don’t
require
users
to
login
in
order
to
access
content.
Search
engines

      can’t
get
past
that
login
point,
so
they
won’t
see
that
content.





21
SEO
Tips:
Take
Advantage
of
Your
Digital
Ecosystem



 •    If
you
have
a
large
number
of
websites
and
social
media

      embassies,
then
use
them
to
your
advantage!


 •    More
sites
means
more
opportuniHes
to
build
links
to
different

      brand
pages.


 •    When
appropriate,
you
can
also
use
all
your
different
social

      properHes
to
spread
the
message
about
a
product
or
event.


 •    Take
advantage
of
opportuniHes
to
increase
visibility
on
social

      networks.


      
(e.g.
Company
X
has
Facebook
pages
for
brands
A,
B
&
C.
Brand
A

       adds
the
pages
of
Brand
B
and
C
to
its
public
list
of
favorites
and

       vice
versa)





22
SEO
Tips:
Integrate
SEO
Efforts
With
Paid
Search



 •    Neither
a
paid
search
nor
an
SEO
approach
is
be_er
than
the
other.

      An
integrated
approach
is
best!


 •    A
past
study
done
by
Nielsen
Research
showed
a
32%
increase
in
click‐
      through‐rate
when
a
brand
appeared
highly
in
both
paid
and
organic

      results.


 •    Paid
search
has
many
complimentary
advantages:



                        It
gives
you
an
immediate
presence
in
search
results
(in

                         case
a
new
product
launches
or
there’s
a
sudden
PR
crisis).


                        It
lets
you
direct
users
to
the
page
of
your
choice.


                        Data
and
key
learnings
can
be
taken
from
paid
campaigns

                         and
help
you
prioriHze
where
to
focus
your
SEO.




      Source:
      www.blizzardinternet.com
23
Helpful
Search
Tools:
Google
Keyword
Tool





                                                                  Find keywords and search
                                                               volume for brand-related queries




           www.adwords.google.com/select/KeywordToolExternal

24
Helpful
Search
Tools:
YouTube
Keyword
Tool





                                                       Find keywords for video SEO and
                                                             ideas for new content




                https://ads.youtube.com/keyword_tool

25
Helpful
Search
Tools:
Open
Site
Explorer





                                            Quickly see how many links you
                                             have to your site and who is
                                                     linking to you




                 www.opensiteexplorer.org

26
SEO
Checklist


         Is
your
content
indexable?
(i.e.
Is
it
in
HTML
format
and
is
every
page
linked
to?)


         Is
there
plenty
of
text
for
search
engines
to
crawl
and
figure
out
if
your
page
is
relevant?


         Are
keywords
used
in
page
Htles,
URLs
or
in
the
first
250
words
of
each
page’s
content?


         Are
all
possible
linking
opportuniHes
being
taken
advantage
of?


         Do
a
www
and
non‐www
version
of
your
site
both
exist?
(Check
for
duplicate
content)


         Are
your
assets
(videos,
images
or
press
releases)
opHmized
for
search
and
are
they
sharable?


         Are
you
keeping
search
in
mind
when
engaging
on
social
networks?
Are
your
embassies
opHmized?


         Can
content
be
further
defined
through
use
of
structured
data?


         Have
you
considered
how
paid
search
can
help
you
achieve
your
business
goals?




27
Glossary


 Search
Engine
OpGmizaGon
(SEO):
The
process
of
improving
the
quality
and
volume
of
traffic
to
a
website
by
employing
a
series
of
proven
techniques
to
help
the
website
achieve

 a
higher
“organic”
ranking
with
major
search
engines.


 Search
Engine
MarkeGng
(SEM):
Search
engine
opHmizaHon
is
just
a
part
of
search
engine
markeHng
with
involved
all
acts
associated
with
researching,
submitng
and

 posiHoning
a
website
in
search
engine
results.
Typically
SEM
refers
to
paid,
cost‐per‐click
search
adverHsements
like
Google
AdWords
ads.


 Organic
Search
Results:
The
unpaid
lisHngs
in
search
engine
results.
Results
are
ranked
according
to
a
large
combinaHon
of
relevancy
factors
including
linkage
data,
original
page

 content,
keyword
usage
and
many
more
factors.


 Crawling:
When
search
engines
search
for
pages
to
include
in
their
index.
When
a
search
is
performed,
search
engines
then
crawl
indexed
pages
for
relevant
content
and
then

 deliver
search
results.


 Indexing:
Aner
search
engines
crawl
your
site,
they
will
index
or
store
your
content
so
they
can
recall
it
at
a
later
Hme
and
return
it
as
a
search
result.
Some
things
can
keep
your

 content
from
being
indexed
such
as
a
poor
linking
structure,
non‐HTML
text
that
is
invisible
to
search
engine
or
a
require
login
that
engines
cannot
surpass.


 Keywords:
A
word
or
phrase
which
implies
a
certain
mindset
or
demand
that
targeted
prospects
are
likely
to
search
for.



 Inbound
Links:
Links
coming
into
a
website
from
other
online
sources
(powerful
in
determining
where
a
page
ranks
in
search).


 Social
Authority:
Search
engines
now
take
into
account
links
coming
to
a
site
via
social
media.
They
also
look
at
the
user’s
social
authority
which
can
include
things
like
number
of

 followers
or
number
of
tweets.


 Structured
Data:
Structuring
your
data
in
a
specific
way
in
order
to
be_er
explain
the
objects
on
your
site
in
more
detail
to
search
engines.
Search
engines
have
banded
together

 to
create
Schema.org,
a
site
that
provides
language
on
how
to
markup
your
web
content
to
meet
their
criteria
and
make
it
easier
for
them
to
provide
high
quality
results.



28

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Search & Social 101

  • 1. SEARCH
&
SOCIAL
101
 AUGUST
2011

  • 2. Defining
SEM
 Search Engine Marketing (SEM) typically refers to pay-per-click search advertisements ran through Google AdWords or Microsoft AdCenter. In reality, SEM involves all acts associated with researching, submitting and positioning a website in search engine results, including SEO. Source: www.orbitalmarketing.ca/services.html 2
  • 3. Paid
Search
Engine
Results
on
Google
 Paid Search Results Paid Search Results 3
  • 4. Where
Can
You
AdverGse
With
Paid
Search?
 The Google Network – 70% Share of the Search Market Keyword Targeting Contextual Targeting Image Sources: www.netbooster-agency.co.uk/ 4 www.quinncom.net/
  • 5. Where
Can
You
AdverGse
With
Paid
Search?
 Bing & Yahoo! – 30% Share of the Search Market Partners Search Search and Contextual Targeting 5
  • 6. Why
Run
a
Paid
Search
Campaign?
 YOU
CAN
EFFECTIVELY…
 •  Increase
Website
Traffic
 •  Build
Brand
Awareness
 •  Drive
&
Track
E‐Commerce
Sales
 •  Promote
a
Facebook
Page
 •  Market
a
Mobile
App
 •  Promote

a
YouTube
Channel
or
Video
 •  Manage
Brand
ReputaHon
&
Crisis
SituaHons
 •  And
More!
 REACH
SEARCH
USERS
THROUGH
TEXT,
IMAGE,
VIDEO,
RICH
MEDIA
OR
MOBILE
ADS
 6
  • 7. So
That’s
SEM…What’s
SEO?
 Search Engine Optimization (SEO): The process of improving the quality and volume of traffic to a website by employing a series of proven techniques to help the website achieve a higher “organic” ranking with major search engines. 7
  • 9. Why
Is
SEO
Important?
 •  A
recent
study
on
search
behavior
showed:
   94%
of
users
tested
clicked
on
a
 first
page
search
result.
*
   Only
6%
of
users
clicked
to
the
 second
page
of
search
results.
*
   The
#1
ranking
result
garnered
 around
33%
of
the
total
clicks.
*
 •  A
separate
study
showed
that
39%
of
search
 users
link
search
ranking
to
company
 prominence.
**
 •  So,
ranking
highly
in
search
results
has
become
 very
important
for
both
site
traffic
and
brand
 reputaHon!
 Sources: * - Chitika, Inc. 9 ** - JupiterResearch
  • 10. What
Determines
Organic
Search
Ranking?
 •  ≈200
signals
are
considered
when
Google
ranks
search
 results.
*
 •  A
few
of
the
signals
most
heavily
weighted:
   Inbound
Links
(links
to
your
web
page)
   Quality,
QuanHty,
Originality
and
Freshness
of
 Content

   Content’s
Relevancy
to
User’s
Search
Query
 •  Social
media
is
becoming
more
of
a
factor
in
search
 ranking.
 Sources: SearchEnglineLand.com 10 DailyBlogTips.com
  • 11. The
IntegraGon
of
Search
&
Social
 •  Two
ways
users
find
informaHon
online:

Search
&
Social
Networks
 •  When
ranking
pages,
search
engines
now
count
links
shared
on
Twi_er,
YouTube,
 blogs,
social
bookmarking
sites
and
public
Facebook
pages.
 •  Search
engines
are
also
trying
to
take
social
authority
into
account.
 •  Social
engagement
online
is
also
important
in
relaHon
to
search:
   Social
media
messaging
containing
keywords
can
influence
search
 volume
around
specific
terms.
   When
the
messaging
spreads,
users
who
search
are
then
led
to
a
page
 you
opHmized
for
those
keywords.
 Image Source: www.madcheapseo.com 11
  • 12. Sharability,
Embeddability
&
SyndicaGon
 •  Along
with
links,
social
acHons
(i.e.
“Likes”,
retweets
or
+
1’s
of
a
web
page)
are
now
 effecHng
search
results.

 •  To
search
engines:
“Likes”,
Retweets
&
Recommenda4ons
=
Popularity
=
Quality
Content
 •  So,
it’s
now
very
important
to
make
it
easy
for
users
to
share
or
recommend
your
 content.
   Add
bu_ons
or
widgets
allowing
for
“Likes”,
retweets,
+
1’s
and
social
 bookmarking.
   Consider
syndicaHng
content
to
other
sites
through
an
RSS
feed
(can
increase
 links).
   Provide
an
embed
code
for
any
videos
posted,
so
others
can
repost
to
their
 sites.
 12
  • 13. Sharability
–
Bing
&
Facebook
 •  From
search
engine
to
recommendaHon
 engine?
Social’s
now
influencing
where
 searchers
will
click!
 •  Pages
“Liked”
by
Facebook
friends
are
given
 more
weight
on
Bing
and
appear
first
in
search
 results.
 13
  • 14. Sharability
–
Google
+1
 •  Similar
effect
‐
Google
is
now
showing
results
 that
have
been
frequently
“+
1’d”
 14
  • 15. Social
Media
OpGmizaGon
(SMO)
 •  Like
normal
web
pages,
social
media
properHes
can
also
be
opHmized…
   Facebook
–
Including
keywords
in
the
URL,
“about”
box,
“info”
tab,
photo
&
 video
capHons,
event
descripHons,
discussion
forum
and
status
messages.
   Twi_er
–
Placing
keywords
in
username,
bios,
pictures,
tweets
and
 “favorited”
tweets.
   YouTube
–
InserHng
keywords
into
video
Htles,
descripHons,
tags,
capHons,
 transcripts
and
comments.
 •  And
don’t
forget
about
engagement!
   Facebook
pages
with
more
interacHon
and
YouTube
videos
with
more
 comments
and
raHngs
will
rank
higher.
 Image Source: www.optisourceblog.com 15
  • 16. Social
Content
OpGmizaGon
(SCO)
 •  Similar
to
SEO
&
SMO,
but
opHmizing
all
digital
assets
instead
of
just
web
text
or
 social
media
embassies.
 •  SCO
includes
opHmizing:
   Documents/PDFs
   Images
   Videos
   Press
Releases
   Blogs
   Recipes
   And
More!
 •  SCO
can
involve
simply
tagging
images
with
keywords
or
can
be
more
complex
 (e.g.
Restructuring
a
recipe
secHon
so
items
appear
in
search
with
rich
snippets).
 •  See
Edelman
Digital’s
SCO
plan
outlined
in
the
following
slide.
 16
  • 18. Structured
Data
 •  Consider
structured
data
as
a
way
to
improve
search
visibility.
 •  This
is
a
way
to
markup
language
on
the
back‐end
of
your
site
to
make
it
easier
 for
engines
to
recognize
what
your
content’s
about
and
provide
high
quality
 results.
 •  Structured
data
is
rewarded
and
given
higher
priority
in
search
results.
 Recipe and Product rich snippets taken from Google. •  It
has
been
very
impacmul
in
improving
organic
search
volume
for
companies
 such
as
Best
Buy.
 •  Products,
reviews
and
recipes
can
all
be
marked‐up
to
create
richer
search
 results
and
increase
organic
traffic.
 18
  • 19. Video
SEO
 •  Videos
now
onen
appear
at
the
top
of
search
results.
 •  Get
ahead
of
the
game
by
opHmizing
your
videos.
 •  Find
keywords
using
the
YouTube
keyword
tool.
 •  Add
the
keywords
to
your
scripts,
video
Htles,
descripHons
and
tags,
and
upload
 transcripts
of
the
dialogue.
 •  Engage
on
the
site
as
you
would
any
other
network
and
encourage
raHngs.
 •  Link
to
other
videos
or
websites
in
video
descripHons.
 •  Choose
a
great
thumbnail
image
that
will
draw
clicks.
 19
  • 20. SEO
Meets
TradiGonal
Media
 •  Try
and
opHmize
press
releases
whenever
possible.
 •  Don’t
use
industry
jargon!
 •  Instead,
find
high
quality
keywords
and
place
them
in
the
Htle
and
body
of
the
 release
 •  You
can
also
bold
keywords
or
strategically
include
them
in
link
anchor
text.
 •  But
don’t
sacrifice
its
quality
or
readability!
 •  Link
back
to
your
website
or
social
media
properHes
in
the
release.
 •  Drive
people
to
search
for
the
keywords
your
press
release
has
been
opHmized
 for
via
social
media.
 20
  • 21. SEO
Tips:
Making
a
Site
Search
Engine
Friendly

 •  Give
search
engines
plenty
of
text
to
crawl
and
not
just
images.
   FYI
–
Text
embedded
within
images
or
logos
can’t
be
 crawled!
 •  Avoid
a
high
adverHsement
to
content
raHo.
 •  Try
to
avoid
using
fancy
features
like
Javascript
and
Flash
that
search
 engines
can
have
trouble
crawling.
 •  Make
sure
each
page
is
linked
to
from
at
least
one
other
page
if
you
 want
it
indexed
by
search
engines.

 •  Don’t
require
users
to
login
in
order
to
access
content.
Search
engines
 can’t
get
past
that
login
point,
so
they
won’t
see
that
content.
 21
  • 22. SEO
Tips:
Take
Advantage
of
Your
Digital
Ecosystem
 •  If
you
have
a
large
number
of
websites
and
social
media
 embassies,
then
use
them
to
your
advantage!
 •  More
sites
means
more
opportuniHes
to
build
links
to
different
 brand
pages.
 •  When
appropriate,
you
can
also
use
all
your
different
social
 properHes
to
spread
the
message
about
a
product
or
event.
 •  Take
advantage
of
opportuniHes
to
increase
visibility
on
social
 networks.
 
(e.g.
Company
X
has
Facebook
pages
for
brands
A,
B
&
C.
Brand
A
 adds
the
pages
of
Brand
B
and
C
to
its
public
list
of
favorites
and
 vice
versa)
 22
  • 23. SEO
Tips:
Integrate
SEO
Efforts
With
Paid
Search
 •  Neither
a
paid
search
nor
an
SEO
approach
is
be_er
than
the
other.
 An
integrated
approach
is
best!
 •  A
past
study
done
by
Nielsen
Research
showed
a
32%
increase
in
click‐ through‐rate
when
a
brand
appeared
highly
in
both
paid
and
organic
 results.
 •  Paid
search
has
many
complimentary
advantages:

   It
gives
you
an
immediate
presence
in
search
results
(in
 case
a
new
product
launches
or
there’s
a
sudden
PR
crisis).
   It
lets
you
direct
users
to
the
page
of
your
choice.
   Data
and
key
learnings
can
be
taken
from
paid
campaigns
 and
help
you
prioriHze
where
to
focus
your
SEO.
 Source: www.blizzardinternet.com 23
  • 24. Helpful
Search
Tools:
Google
Keyword
Tool
 Find keywords and search volume for brand-related queries www.adwords.google.com/select/KeywordToolExternal 24
  • 25. Helpful
Search
Tools:
YouTube
Keyword
Tool
 Find keywords for video SEO and ideas for new content https://ads.youtube.com/keyword_tool 25
  • 26. Helpful
Search
Tools:
Open
Site
Explorer
 Quickly see how many links you have to your site and who is linking to you www.opensiteexplorer.org 26
  • 27. SEO
Checklist
   Is
your
content
indexable?
(i.e.
Is
it
in
HTML
format
and
is
every
page
linked
to?)
   Is
there
plenty
of
text
for
search
engines
to
crawl
and
figure
out
if
your
page
is
relevant?
   Are
keywords
used
in
page
Htles,
URLs
or
in
the
first
250
words
of
each
page’s
content?
   Are
all
possible
linking
opportuniHes
being
taken
advantage
of?
   Do
a
www
and
non‐www
version
of
your
site
both
exist?
(Check
for
duplicate
content)
   Are
your
assets
(videos,
images
or
press
releases)
opHmized
for
search
and
are
they
sharable?
   Are
you
keeping
search
in
mind
when
engaging
on
social
networks?
Are
your
embassies
opHmized?
   Can
content
be
further
defined
through
use
of
structured
data?
   Have
you
considered
how
paid
search
can
help
you
achieve
your
business
goals?
 27
  • 28. Glossary
 Search
Engine
OpGmizaGon
(SEO):
The
process
of
improving
the
quality
and
volume
of
traffic
to
a
website
by
employing
a
series
of
proven
techniques
to
help
the
website
achieve
 a
higher
“organic”
ranking
with
major
search
engines.
 Search
Engine
MarkeGng
(SEM):
Search
engine
opHmizaHon
is
just
a
part
of
search
engine
markeHng
with
involved
all
acts
associated
with
researching,
submitng
and
 posiHoning
a
website
in
search
engine
results.
Typically
SEM
refers
to
paid,
cost‐per‐click
search
adverHsements
like
Google
AdWords
ads.
 Organic
Search
Results:
The
unpaid
lisHngs
in
search
engine
results.
Results
are
ranked
according
to
a
large
combinaHon
of
relevancy
factors
including
linkage
data,
original
page
 content,
keyword
usage
and
many
more
factors.
 Crawling:
When
search
engines
search
for
pages
to
include
in
their
index.
When
a
search
is
performed,
search
engines
then
crawl
indexed
pages
for
relevant
content
and
then
 deliver
search
results.
 Indexing:
Aner
search
engines
crawl
your
site,
they
will
index
or
store
your
content
so
they
can
recall
it
at
a
later
Hme
and
return
it
as
a
search
result.
Some
things
can
keep
your
 content
from
being
indexed
such
as
a
poor
linking
structure,
non‐HTML
text
that
is
invisible
to
search
engine
or
a
require
login
that
engines
cannot
surpass.
 Keywords:
A
word
or
phrase
which
implies
a
certain
mindset
or
demand
that
targeted
prospects
are
likely
to
search
for.

 Inbound
Links:
Links
coming
into
a
website
from
other
online
sources
(powerful
in
determining
where
a
page
ranks
in
search).
 Social
Authority:
Search
engines
now
take
into
account
links
coming
to
a
site
via
social
media.
They
also
look
at
the
user’s
social
authority
which
can
include
things
like
number
of
 followers
or
number
of
tweets.
 Structured
Data:
Structuring
your
data
in
a
specific
way
in
order
to
be_er
explain
the
objects
on
your
site
in
more
detail
to
search
engines.
Search
engines
have
banded
together
 to
create
Schema.org,
a
site
that
provides
language
on
how
to
markup
your
web
content
to
meet
their
criteria
and
make
it
easier
for
them
to
provide
high
quality
results.
 28