Search Marketing 101          Dev Basu | President @ Powered by Search Inc.          March 2011<br />
About Me<br />Personal<br /> Ideas Guy, Marketer, Still Learning Lots.<br /> Grad from UTSC’s Fantastic BBA Program.<br />...
Who Is Powered by Search? <br />
Job Opportunities?<br /> Fastest growing marketing specialization <br />SEO is an 11 Billion $ industry as of 2010<br /> D...
The Search Landscape<br />
Types of Search Engines<br /> Universal <br /> Video<br /> Audio<br /> Image<br /> Rich Media<br /> File Search<br /> Peop...
The Search Landscape<br />
Evaluating a Typical Search Result<br />
Click Thru Rates<br />
So What Exactly is SEO Again? <br />
What is SEO?<br />“Search Engine Optimization is the set of best practices (both marketing and technical) that aim to impr...
Great, Where do I Start Captain? <br />
Keyword Research Provides the Answer<br />
Why Should I Care About Choosing The Right Keywords? <br />
Because SEO is a Winner Takes All Game.<br />
The Math – It’s Pretty Awesome.<br />12,000 Searches<br />5,400 Visits per Month<br />10% Dating Offer Conv. <br />Payout ...
Okay I’m In. How Do I Dominate Search? <br />
Step 1: How to Do Keyword Research <br />Resources<br /><ul><li> Google Keyword Tool
 Google Insights
 Google Trends
 Wordtracker, Wordze,
 KeywordSpy, AdGuroo
 Web Analytics</li></li></ul><li><ul><li> On Page SEO
 Off Page SEO
 Server Side SEO
 Authority & Trust
 URL Factors
 Link Development </li></li></ul><li>On-Page<br />Factors<br /><ul><li> Title Tags Are Key!
 More Content > Code
 Usability and Architecture
 Controlled Flash/JS Use
Upcoming SlideShare
Loading in …5
×

Search Marketing 101 - University of Toronto Mississauga Lecture 2011

2,229 views

Published on

My yearly Search Marketing guest lecture at the University of Toronto Mississauga. This lecture was delivered to the CCT 322 class of the CCIT program at UTM. Thanks go out to Prof. Tim Richardson for inviting me to speak at this continued series of talks.

Published in: Education
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,229
On SlideShare
0
From Embeds
0
Number of Embeds
150
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Search Marketing 101 - University of Toronto Mississauga Lecture 2011

  1. 1. Search Marketing 101 Dev Basu | President @ Powered by Search Inc. March 2011<br />
  2. 2. About Me<br />Personal<br /> Ideas Guy, Marketer, Still Learning Lots.<br /> Grad from UTSC’s Fantastic BBA Program.<br /> Employee -> Intrapreneur -> Entrepreneur. <br />Professional<br /> President @ Powered by Search.<br /> Professional Speaker <br /> I Live and Breath Online Marketing.<br />
  3. 3. Who Is Powered by Search? <br />
  4. 4. Job Opportunities?<br /> Fastest growing marketing specialization <br />SEO is an 11 Billion $ industry as of 2010<br /> Demand outweighs supply <br /> Jobs are plentiful<br /> SEO is recession proof. <br /> Starting salaries range from $40k + <br />
  5. 5. The Search Landscape<br />
  6. 6. Types of Search Engines<br /> Universal <br /> Video<br /> Audio<br /> Image<br /> Rich Media<br /> File Search<br /> People Search<br />
  7. 7. The Search Landscape<br />
  8. 8. Evaluating a Typical Search Result<br />
  9. 9. Click Thru Rates<br />
  10. 10. So What Exactly is SEO Again? <br />
  11. 11. What is SEO?<br />“Search Engine Optimization is the set of best practices (both marketing and technical) that aim to improve the natural or organic search engine rankings of a given website.”<br /> Pull Marketing Strategy<br /> On-Page, Off Page, Server Side SEO<br />
  12. 12. Great, Where do I Start Captain? <br />
  13. 13. Keyword Research Provides the Answer<br />
  14. 14. Why Should I Care About Choosing The Right Keywords? <br />
  15. 15. Because SEO is a Winner Takes All Game.<br />
  16. 16. The Math – It’s Pretty Awesome.<br />12,000 Searches<br />5,400 Visits per Month<br />10% Dating Offer Conv. <br />Payout $30/lead. <br />540 Leads X $30 = $16.2K <br />
  17. 17. Okay I’m In. How Do I Dominate Search? <br />
  18. 18. Step 1: How to Do Keyword Research <br />Resources<br /><ul><li> Google Keyword Tool
  19. 19. Google Insights
  20. 20. Google Trends
  21. 21. Wordtracker, Wordze,
  22. 22. KeywordSpy, AdGuroo
  23. 23. Web Analytics</li></li></ul><li><ul><li> On Page SEO
  24. 24. Off Page SEO
  25. 25. Server Side SEO
  26. 26. Authority & Trust
  27. 27. URL Factors
  28. 28. Link Development </li></li></ul><li>On-Page<br />Factors<br /><ul><li> Title Tags Are Key!
  29. 29. More Content > Code
  30. 30. Usability and Architecture
  31. 31. Controlled Flash/JS Use
  32. 32. Sitemaps
  33. 33. Internal Linking Structure
  34. 34. Frames, Tables, 404’s.</li></li></ul><li>Off-Page<br />Factors<br /><ul><li> Global Link Popularity
  35. 35. Quality of Links
  36. 36. Quantity of Links
  37. 37. Authority of Site
  38. 38. Age of Links </li></li></ul><li>How to Get Links to Your Site<br />
  39. 39. What if You’re B2B or B2C – Does Link Building Differ?<br />
  40. 40. Top 10 Factors<br /> Title Tags<br /> Anchor Text of Links<br /> Age of Site <br /> Global Link Popularity<br /> Keywords in Headers<br /> Spiderable Navigation<br /> Internal Linking Structure<br /> Keywords in Body Content<br /> Sitemap<br /> Hosting Location and TLD<br />
  41. 41. You have to do these right, before you can do these right<br />Algorithmic Ranking Factors<br />
  42. 42. The SEO Cycle <br />
  43. 43. Things to Remember for Your Case/Presentation/Exams<br /> How will SEO factor into your business plan/presentation?<br /> State statistics and hypothetical new visits.<br /> State how you will boost link popularity. This goes hand in hand with other web promotion.<br /> Evaluate the total search volume for your market.<br /> Identify and state the correct keywords.<br /> Pointing out how you can sustain your rankings will be awarded bonus points. *hint*: Use the tips offered in this presentation<br />
  44. 44. Still Need More Reasons to Do SEO? <br />
  45. 45. Lowest Cost Per Lead<br />Highest Volume Other than Social Media. <br />Demands Technical Nimbleness. <br />Big Companies Don’t Get it. <br />
  46. 46. Thanks For Having Me  <br />Q+A Sessions Follows.<br />dev@poweredbysearch.com<br />@devbasu and @poweredbysearch<br />Facebook.com/torontoseo<br />
  47. 47. Credits & References<br /><ul><li> SEOMoz (Graphics, Statistics, Charts, Surveys)
  48. 48. Elliance (Graphics)
  49. 49. Google (Web Search, Trends, Insights)
  50. 50. Powered by Search
  51. 51. Past Lectures (UTSC , UTM, Seneca - 2008, 2009, 2010) </li>

×