Rmg Target School Presentation 2


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This presentation is a basic introduction to PPC and SEO, the differences between conventional advertising and search engine marketing.

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  • Rmg Target School Presentation 2

    1. 1. RMG Target School 02/10/10 Sample Footer Text Here Search Engine Marketing
    2. 2. 02/10/10 Training
    3. 3. Why is Search Here to Stay? 02/10/10 Training Convenient Environmentally Friendly Intimate
    4. 4. A Website Isn’t An Ad, It Is a Place of Business
    5. 5. Traditional Marketing is About Fishing in the Right Pond, At the Right Time, for a Consistent Amount of Time. 02/10/10 Training In other media, you set targets based on audience demographic, ad frequency, ratings, coverage, and costs to reach consumers.
    6. 6. 02/10/10 Training Search Engine Marketing is Different Search is about baiting the hook so the fish thinks it has found you.
    7. 7. 02/10/10 Training Money and Market Share Don’t Have Absolute Power Here. Even with PPC, you cannot buy your way to the top. Top results must be earned.
    8. 8. The Most Important Thing to Know… <ul><li>Google’s only priority is the Searcher. </li></ul><ul><li>Everything that they do is in the interest of the searcher’s experience. </li></ul><ul><li>They have no problem making money from advertisers who want to reach their searchers. </li></ul><ul><li>But in order to that, you have to play by their rules. </li></ul>02/10/10 Sample Footer Text Here
    9. 9. Google’s Search Engine Landing Page (SERP) 02/10/10 Sample Footer Text Here You can bid on this keyword to get an ad impression here. To get an ad here you have to have a sufficient bid & a high quality score. You can only earn the right to be here. This cannot be bought.
    10. 10. Relevance: The Holy Trinity of Search 02/10/10 Training CTR also contributes to Quality Score over time.
    11. 11. Ad Copy Must Compel the Searcher to Click on the Link 02/10/10 Training
    12. 12. PPC Bloopers & Blunders 02/10/10 Training
    13. 13. Search Engine Optimisation 02/10/10 Sample Footer Text Here
    14. 14. SEO is the Servant of Two Masters: The Search Engine and The Searcher
    15. 15. Always Create Content for Your Customer <ul><li>Do not write for Google (search engines) </li></ul><ul><li>Write for people </li></ul><ul><li>Write for searchers </li></ul><ul><li>Write for customers </li></ul><ul><li>Did I mention writing for Human Beings? </li></ul>Search Marketing World 2009
    16. 16. Never Forget! <ul><li>Technology is the vehicle.... </li></ul>Search Marketing World 2009 ...but the web is a very HUMAN place.
    17. 17. This is What Google ‘Sees’ 02/10/10 Sample Footer Text Here
    18. 18. 02/10/10 Search engines use algorithms to determine the overall relevance of a web page Google’s algorithms are based on up to 200 variables Algorithms are constantly adjusted Search engines do not reveal the algorithms they use The Search Engine Algorithms
    19. 19. Optimising for Perfect Pitch SEO is about writing engaging, useful, marketable content and adjusting as many variables as possible to achieve perfect pitch in the organic (natural) search engine results.
    20. 20. Keyword Volume is to PPC What Coverage Targets are to TV 02/10/10 Training
    21. 21. Content is King! <ul><li>Content should be: </li></ul><ul><li>Relevant </li></ul><ul><li>Current </li></ul><ul><li>Useful </li></ul><ul><li>Engaging </li></ul><ul><li>Easy to scan </li></ul><ul><li>Structured </li></ul><ul><li>Strategically Keyworded </li></ul><ul><li>... And written for searchers not for search engines! </li></ul>
    22. 22. The Title Tag Search Marketing World 2009
    23. 23. The Meta Description Search Marketing World 2009
    24. 24. Anchor Text Search Marketing World 2009
    25. 25. Internal Linking & Site Structure 02/10/10 Sample Footer Text Here
    26. 26. Internal Links – The eCommerce Way 02/10/10 Sample Footer Text Here
    27. 27. Alt Text & Alt Link Text 02/10/10 Sample Footer Text Here
    28. 28. The SEO Holy Grail: Link Building www.we’respecial.ie
    29. 29. Search is Only 1 Channel Search Marketing World 2009
    30. 30. That Leads to a Web Page Search Marketing World 2009