1. Putting Your Website To Work

2. It’s Not Rocket Science
Image courtesy of yoism.org

3. Lots of Options ->
Lots of Choices
SEM? SEO?
PR?
Offline Ads? Pay per
Click?
Banner Ads?

4. Search Engine Marketing
Objectives
• Increase Visibility / Traffic
• Increase qualified leads / sales
• Analyze the outcomes
• Improve the website

5. Making Websites More Visible
Top Ranks Yield More Clicks. A Lot More.

6. Make the Site
Search Engine Friendly
Inviting
robots.txt file
Nice clean
navigation
Images
Under Control!
Tasty text
Helpful
Sitemaps

7. Content is King. And Queen.
Search Engines seek relevance.
Spiders read text best, sometimes only.
Targeted keywords match search queries.
Traffic happens naturally.

8. Linking for Ranking and Traffic

9. Word of Mouth

10. Proliferation of Social Models
Image by Robert Scoble and Darren Barefoot

11. Keyword Performance in PPC
Is it worth it?
Low Clickthrough Rate High Cost per Click
A Broad Match Keyword

12. Landing Pages &
Concentrated Usability
Calls to action
Query:
‘SEO software’
Call to action
Testimonial as text

13. Measuring Outcomes

14. Continuous Improvement
Search Engine Marketing
Start Objectives, One More Time