The document discusses search engine optimization (SEO) and search engine marketing (SEM). It explains that SEO involves using keywords in websites to naturally improve organic rankings, while SEM involves paying for sponsored listings through platforms like Google AdWords. The document provides examples of on-page optimization techniques like keyword targeting in meta tags and examples of setting up paid search campaigns through determining budgets and writing ads. It emphasizes analyzing campaign results to focus on high performing keywords.

1. Casey Peterson, Liz Angle, Katie Obrien, Neal
Schafer, and Jonathan Hernandez

2. SEO defined
 Using marketing and customer terms and words to
obtain a high listing naturally
 Keyword strategy plays a key role
 Maintain site regularly to keep updating keywords
(active process)
 It is that easy – all companies should be doing this!

3. Sponsored
listings
Organic
listings

4. SE0 Goals
 Bring new customers to your website.
 Use keywords that the customers identify with.
 Your goal is not to get everyone to your website, but to
attract people that turn from visitors to buyers.

5. ESPN example of HTML coding
 ESPN
<meta name=quot;descriptionquot; CONTENT=quot;ESPN.com provides
comprehensive sports coverage. Complete sports information including
NFL, MLB, NBA, College Football, College Basketball scores and news.quot; />
<meta name=quot;keywordsquot;
CONTENT=quot;ESPN.com, ESPN, ESPN2, ESPNews, ESPN
Classic, ESPNU, Insider, sports scores, sports news, MLB scores, NFL
scores, NBA scores, NHL scores, College Football scores, College Basketball
scores, sports videos, sports information, Fantasy sports, Fantasy
games, Fantasy football, Fantasy baseballquot; />
<meta http-equiv=quot;refreshquot; content=quot;900quot; />
<meta name=quot;robotsquot; content=quot;index, followquot; />
<title>ESPN: The Worldwide Leader In Sports</title>

6. DELL example of HTML coding

7. SEM
 Paid listings – bid for keywords
 Pay per click
 Pay-for-placement
 Paid Listing or Paid Advertising
 SEM Campaign: eg. Google Adwords
 Sponsored Listings
 Paid inclusions – pay to be in directories!
 Nordstrom pays Google $10-20 to be in their directory
ensures Nordstrom’s pages will be included in the SE’s database

more quickly & be available to match searches  more sales

8. Google Adwords
 Want to advertise on Google?
 No matter what your budget, you can display your ads
on Google and our advertising network. Pay only if
people click your ads
 Here is how it works!

9. SEM – Google Example
 Google AdWords Demo

10. SEM – Yahoo Example
 Yahoo Demo

11. Begin with Keywords

12. Helps with popular keywords

13. Determine your budget
 AdWords shows your ad as often as possible within the
budget you set
 You're charged a small portion of the budget each time
a user clicks your ad, so the higher your budget, the
more ad impressions and click thrus you may receive
 Impressions- a single instance of an online
advertisement being displayed
 Click thrus- process of clicking thru an online ad
 Click thru rate (CTR)- The avg # of click-thrus per
hundred ad impressions, expressed as a %

14. f E nte he ad he he re
0als e r line 1linere > >
< 2
Write your ad
 All text ads contain a title, two lines of descriptive
text, and a display URL
Example of an ad

15. Analyze results
 Analyze results weekly for at least the first 6 to 8 weeks
of your program
 What to look for?
 The keywords that are generating the highest number of
clicks as well as the highest conversion rate
 80/20 rule
 20% of your keywords are likely to generate 80% of your
clicks
 FOCUS on improving your results for these high-value
keywords, and optimize on less-frequently searched
terms later

16. Power of SEO & SEM

17. Staggering Statistics
 Nearly every engine marketer (98%) is advertising
with Google AdWords, while the number of
campaigns on Yahoo and MSN search engines are
declining
 $13B of SEM expenditures in 2008 and growing
rapidly (North America)
 The bulk of spending (88%, or $11.9 billion) will be
spent on paid placement
 91% of advertisers say they engage in SEO, which
will account for approximately 11% of overall
spending, or over $1.4 billion