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SEO and SEM 
(notes from 7th International Internet 
Marketing Conference, 5 – 7 April 2004) 
by Siang Tay 
Marketing and Development 
Unit, UniSA
Key internet marketing strategies 
• Search engine optimisation (SEO) 
- no cost per click 
• Search engine marketing (SEM) 
- cost per click
Why is internet marketing important? 
It gives companies the ability to: 
• Drive high quality customers to their website 
• Increase sales leads from customers looking for 
their products and services 
• Build their brand online by communicating 
marketing messages to their target audience 
• Increase their profile against their competitors 
• Target a global audience via international 
search engines 
• Be accountable with ROI tracking (SEM)
Importance of search engines in Australia 
• SEs maintain its position as #1 category 
• SEs account for 10 out of 20 top sites visited by 
Australians (May 2004) 
• Google Australia holds 4.7% total internet 
market share - the highest for any search 
engine in Australia 
• there are currently 1,715 SEs in Australia 
Source: Hitwise
Search engine optimisation 
What is SEO? 
SEO is the act of modifying a website to increase its 
ranking in organic (vs paid), crawler-based listings of 
search engines 
How do organic search listings work? 
• A spider or crawler which is a component of a SE gathers 
listings by automatically "crawling" the web 
• The spider follows links to web pages, makes copies of 
the pages and stores them in the SE’s index 
• Based on this data, the SE then indexes the pages and 
ranks the websites 
• Major SEs that index pages using spiders: Google, 
Altavista, Msn, Aol, lycos 
“Spiders read only text, nothing else”
Search engine optimisation/cont’d 
SEO strategies/techniques 
1. Domain name strategies 
- domain names are traffic magnets 
> 63 million domain names registered 
> 4.7 million domain names registered 1st 
quar 2004 
- choose a domain name that will increase your 
search engine 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
Search engine optimisation/cont’d 
2. Linking strategies 
- the more inbound links the higher the SE ranking 
- if the site linking to you is already indexed, spiders will 
also receive your site 
- quality of inbound links is critical 
- how to increase links: a) good content b) good outbound 
links c) target a list of sites from which you can request 
inbound links 
- links for the sake of links can damage your search 
rankings 
“Link relevancy is critical in getting your site indexed 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.”
Search engine optimisation/cont’d 
3. Keywords 
- important in optimising rankings 
- keywords are words that appear the most in a page 
- the spider chooses the appropriate keywords for each 
page, then sends them back to its SE 
- your web site will then be indexed based on your 
keywords 
- can be key phrases or a single keyword 
- do not use common words eg ‘the’ ‘and’ ‘of’: spiders 
ignore them 
- write keyword-rich text 
- balance keyword-rich and readability 
- always have text in your page: at least 100 words
Search engine optimisation/cont’d 
4. Title tags 
- important in optimising rankings 
- the first thing that a search engine displays on a search 
return 
- 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 
http://www.ebay.com/ (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
Search engine optimisation/cont’d 
Meta keywords tags 
- no longer carry weight with major SEs 
- a myth that meta keywords alone affect 
rankings 
6. Alt tags 
- include keywords in your alt tags 
7. Submit your website to SEs for indexing 
- submit your site to search engine directories, 
directory sites and portal sites 
- indexing takes 1 wk to 3 months
Search engine optimisation/cont’d 
Major SEs to submit to: 
• Altavista http://addurl.altavista.com/sites/addurl/newurl 
(Search engines that also use this database - Looksmart) 
• The Open Directory Project (DMOZ) 
http://dmoz.org/add.html 
(Search engines that also use this database - Ask 
Jeeves, Lycos, Netscape ) 
• Fast http://www.alltheweb.com/add_url.php 
(Search engines that also use this database - Lycos) 
• Google http://www.google.com/addurl.html 
(Search engines that also use this database - Yahoo) 
• Inktomi http://submitit.bcentral.com/msnsubmit.htm 
(Search engines that also use this database - AOL, 
Excite, MSN, Overture) 
• MSN http://submitit.bcentral.com/msnsubmit.htm 
• Yahoo http://docs.yahoo.com/info/suggest
Search engine optimisation/cont’d 
SEO - what is NOT recommended 
Flash and shockwave - spiders do not pick up these files 
Image only sites - spiders do not pick up images 
Image 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 in 
search rankings) 
- If the spider cannot read the complete page (because of 
the frames), it will not be indexed properly. 
- Some spiders may not even read a frames web site 
Password protected pages – spiders cannot enter 
password protected pages
Search engine optimisation/cont’d 
PDF files - can be problematic for spiders. Although some 
search engines can index them, the pages must be 
interpreted into HTML and can lose much of their content. 
- place PDFs lower down in your site 
Dynamic pages - spiders cannot index some content on 
pages using ASP, CGI or other dynamic languages. 
- Make sure important pages are HTML, no dynamically 
generated content. 
Drop down menus – spiders cannot read them
Search engine optimisation/cont’d 
In summary… 
Critical elements 
- domain name, links, keywords, title, meta 
description, alt tags, submitting your website to 
SEs 
- keywords galore: include in page copy, title, 
description, domain name, alt tags 
No-nos 
- flash, image-only sites, image maps, frames, 
password protected pages, PDFS, dynamic 
pages, drop-down menus
Search engine optimisation/cont’d 
How SEO elements affect organic listings 
Title tag 
Meta description tag (or first para of 
text if no meta des has been added) 
Keywords
Search engine marketing 
What is search engine marketing (SEM)? 
SEM is the act of marketing a website via 
search engines by purchasing paid listings 
What are paid listings? 
These are listings that search engines sell to 
advertisers, usually through paid placement or 
paid inclusion programs. In contrast, organic 
listings are not sold.
Search engine marketing/cont’d 
Paid listings: 
1. Paid inclusions 
- Advertising programs where pages are 
guaranteed to be included in a search engine's 
index in exchange for payment 
- no guaranteed ranking 
- payment made on a Cost Per Click (CPC) 
basis 
- eg Looksmart: a directory that lists pages and 
sites, not based on position but based on 
relevance. Advertisers pay to be included in the 
directory on a CPC basis or per-url fee basis 
with no guarantee of specific placement
Search engine marketing/cont’d 
2. Paid placements 
- Advertising programs where listings are 
guaranteed to appear 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 auction 
environment where keywords and phrases are 
associated with a cost-per-click (CPC) fee. 
- Overture and Google are the largest networks
Search engine marketing/cont’d 
Paid placements - Google 
Paid placements
Search engine marketing/cont’d 
Paid placements - Yahoo 
Paid placements
Other internet marketing strategies 
• Usability driven information architecture 
• Effective copywriting (presented previously) 
• Affiliate programs 
• Email marketing and online newsletters 
• Interactive customer relationships 
• Web traffic analysis and web analytics
Conclusion 
• If budget allows, undertake both SEO and SEM 
as SEM enables ROI tracking (leads and 
conversions) 
• If budget is zilch, opt for SEO 
• Recommendation for UniSA: 
- SEO 
- SEM for campaigns and international markets
A last word 
This is just the tip of the iceberg. 
Search marketing is at its infancy and is advancing 
by leaps and bounds. 
So stay tuned… and stay ahead of your 
competitor.

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SEO and SEM strategies for internet marketing success

  • 1. SEO and SEM (notes from 7th International Internet Marketing Conference, 5 – 7 April 2004) by Siang Tay Marketing and Development Unit, UniSA
  • 2. Key internet marketing strategies • Search engine optimisation (SEO) - no cost per click • Search engine marketing (SEM) - cost per click
  • 3. Why is internet marketing important? It gives companies the ability to: • Drive high quality customers to their website • Increase sales leads from customers looking for their products and services • Build their brand online by communicating marketing messages to their target audience • Increase their profile against their competitors • Target a global audience via international search engines • Be accountable with ROI tracking (SEM)
  • 4. Importance of search engines in Australia • SEs maintain its position as #1 category • SEs account for 10 out of 20 top sites visited by Australians (May 2004) • Google Australia holds 4.7% total internet market share - the highest for any search engine in Australia • there are currently 1,715 SEs in Australia Source: Hitwise
  • 5. Search engine optimisation What is SEO? SEO is the act of modifying a website to increase its ranking in organic (vs paid), crawler-based listings of search engines How do organic search listings work? • A spider or crawler which is a component of a SE gathers listings by automatically "crawling" the web • The spider follows links to web pages, makes copies of the pages and stores them in the SE’s index • Based on this data, the SE then indexes the pages and ranks the websites • Major SEs that index pages using spiders: Google, Altavista, Msn, Aol, lycos “Spiders read only text, nothing else”
  • 6. Search engine optimisation/cont’d SEO strategies/techniques 1. Domain name strategies - domain names are traffic magnets > 63 million domain names registered > 4.7 million domain names registered 1st quar 2004 - choose a domain name that will increase your search engine 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
  • 7. Search engine optimisation/cont’d 2. Linking strategies - the more inbound links the higher the SE ranking - if the site linking to you is already indexed, spiders will also receive your site - quality of inbound links is critical - how to increase links: a) good content b) good outbound links c) target a list of sites from which you can request inbound links - links for the sake of links can damage your search rankings “Link relevancy is critical in getting your site indexed 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.”
  • 8. Search engine optimisation/cont’d 3. Keywords - important in optimising rankings - keywords are words that appear the most in a page - the spider chooses the appropriate keywords for each page, then sends them back to its SE - your web site will then be indexed based on your keywords - can be key phrases or a single keyword - do not use common words eg ‘the’ ‘and’ ‘of’: spiders ignore them - write keyword-rich text - balance keyword-rich and readability - always have text in your page: at least 100 words
  • 9. Search engine optimisation/cont’d 4. Title tags - important in optimising rankings - the first thing that a search engine displays on a search return - 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 http://www.ebay.com/ (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
  • 10. Search engine optimisation/cont’d Meta keywords tags - no longer carry weight with major SEs - a myth that meta keywords alone affect rankings 6. Alt tags - include keywords in your alt tags 7. Submit your website to SEs for indexing - submit your site to search engine directories, directory sites and portal sites - indexing takes 1 wk to 3 months
  • 11. Search engine optimisation/cont’d Major SEs to submit to: • Altavista http://addurl.altavista.com/sites/addurl/newurl (Search engines that also use this database - Looksmart) • The Open Directory Project (DMOZ) http://dmoz.org/add.html (Search engines that also use this database - Ask Jeeves, Lycos, Netscape ) • Fast http://www.alltheweb.com/add_url.php (Search engines that also use this database - Lycos) • Google http://www.google.com/addurl.html (Search engines that also use this database - Yahoo) • Inktomi http://submitit.bcentral.com/msnsubmit.htm (Search engines that also use this database - AOL, Excite, MSN, Overture) • MSN http://submitit.bcentral.com/msnsubmit.htm • Yahoo http://docs.yahoo.com/info/suggest
  • 12. Search engine optimisation/cont’d SEO - what is NOT recommended Flash and shockwave - spiders do not pick up these files Image only sites - spiders do not pick up images Image 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 in search rankings) - If the spider cannot read the complete page (because of the frames), it will not be indexed properly. - Some spiders may not even read a frames web site Password protected pages – spiders cannot enter password protected pages
  • 13. Search engine optimisation/cont’d PDF files - can be problematic for spiders. Although some search engines can index them, the pages must be interpreted into HTML and can lose much of their content. - place PDFs lower down in your site Dynamic pages - spiders cannot index some content on pages using ASP, CGI or other dynamic languages. - Make sure important pages are HTML, no dynamically generated content. Drop down menus – spiders cannot read them
  • 14. Search engine optimisation/cont’d In summary… Critical elements - domain name, links, keywords, title, meta description, alt tags, submitting your website to SEs - keywords galore: include in page copy, title, description, domain name, alt tags No-nos - flash, image-only sites, image maps, frames, password protected pages, PDFS, dynamic pages, drop-down menus
  • 15. Search engine optimisation/cont’d How SEO elements affect organic listings Title tag Meta description tag (or first para of text if no meta des has been added) Keywords
  • 16. Search engine marketing What is search engine marketing (SEM)? SEM is the act of marketing a website via search engines by purchasing paid listings What are paid listings? These are listings that search engines sell to advertisers, usually through paid placement or paid inclusion programs. In contrast, organic listings are not sold.
  • 17. Search engine marketing/cont’d Paid listings: 1. Paid inclusions - Advertising programs where pages are guaranteed to be included in a search engine's index in exchange for payment - no guaranteed ranking - payment made on a Cost Per Click (CPC) basis - eg Looksmart: a directory that lists pages and sites, not based on position but based on relevance. Advertisers pay to be included in the directory on a CPC basis or per-url fee basis with no guarantee of specific placement
  • 18. Search engine marketing/cont’d 2. Paid placements - Advertising programs where listings are guaranteed to appear 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 auction environment where keywords and phrases are associated with a cost-per-click (CPC) fee. - Overture and Google are the largest networks
  • 19. Search engine marketing/cont’d Paid placements - Google Paid placements
  • 20. Search engine marketing/cont’d Paid placements - Yahoo Paid placements
  • 21. Other internet marketing strategies • Usability driven information architecture • Effective copywriting (presented previously) • Affiliate programs • Email marketing and online newsletters • Interactive customer relationships • Web traffic analysis and web analytics
  • 22. Conclusion • If budget allows, undertake both SEO and SEM as SEM enables ROI tracking (leads and conversions) • If budget is zilch, opt for SEO • Recommendation for UniSA: - SEO - SEM for campaigns and international markets
  • 23. A last word This is just the tip of the iceberg. Search marketing is at its infancy and is advancing by leaps and bounds. So stay tuned… and stay ahead of your competitor.