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Web Marketing Search Engine Marketing (SEM) - Presentation Paul Clark Internet Strategist

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“ Introduction” <ul><li>Paul Clark is an internet strategist. Since 1995, Mr. Clark has been </li></ul><ul><li>providing internet marketing, and information technology solutions to </li></ul><ul><li>organizations. </li></ul><ul><li>Mr. Clarks past experience has included working with government and </li></ul><ul><li>law enforcement agencies, real estate firms, mortgage companies, law </li></ul><ul><li>firms, internet service providers, engineering firms, public policy research </li></ul><ul><li>companies, and educational institutions. </li></ul>

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Benefits of Internet Marketing <ul><li>Easier to segment and target market </li></ul><ul><li>Niche marketing creates high ROI opportunities </li></ul><ul><li>Interactive opportunities – higher conversion rates </li></ul>

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Four Elements of Internet Marketing <ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Link Building (LKB) </li></ul><ul><li>Paid Search Marketing (PPC) </li></ul><ul><li>Social Media Optimization (SMO) </li></ul>

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What is (SEO) <ul><li>Tactics to get high natural search rankings for keywords that are important to your business </li></ul><ul><li>Significantly increase targeted traffic to your website </li></ul><ul><li>Not social media marketing, link building, or paid search marketing </li></ul><ul><li>Business process that discovers cost efficient social media marketing strategies </li></ul>

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What is Paid Search Marketing (PPC) <ul><li>Pay Per Click (PPC) is a search marketing pricing structure, where advertiser pays the publishing site/engine each time a prospect clicks on his ad </li></ul><ul><li>Larger Budget = More Traffic </li></ul><ul><li>Easily Geo-target Visitors </li></ul>

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What is Link Building (LKB) <ul><li>Links pointing to your site from other relevant sites, denotes the importance of your site to search engines </li></ul><ul><li>Relevant links drives targeted traffic directly to your site </li></ul><ul><li>Tactical methods include industry related article distribution, presentation distribution, social bookmarking, directory submission, posting responses on other blogs, forums, Social Media Press Releases and question and answer portals </li></ul>

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What is Social Media Optimization <ul><li>Communicate with and gain insights from target customers </li></ul><ul><li>Social media provides tremendous reach at a fraction of the cost of traditional marketing methods </li></ul><ul><li>Create awareness and buzz around your brand, service, or product </li></ul><ul><li>Include, RSS feeds, blogs postings, news forums, social bookmarking, social networking, video creation, optimized press release. </li></ul>

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What are Natural Rankings <ul><li>Natural unpaid search engine results. </li></ul>

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Why Are Natural Rankings Important <ul><li>39% of searchers think that companies with high search engine rankings are the best in their field </li></ul><ul><li>People using search engines click on natural results 86% of the time </li></ul><ul><li>70% of searchers only look at the first page of search results </li></ul><ul><li>45% of users click on the top search result </li></ul><ul><li>Only 8% of searches go past the 3rd page of results </li></ul>-iProspect, (April, 2008)

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5 Critical Factors of High Ranking <ul><li>SEM Campaign (30 days) </li></ul><ul><ul><li>SEO Planning, and Strategy </li></ul></ul><ul><ul><li>Index inclusion and coverage </li></ul></ul><ul><ul><li>On-page optimization </li></ul></ul><ul><li>Social Media Marketing Campaign </li></ul><ul><ul><li>Link-building (internal and external) </li></ul></ul><ul><ul><li>Social Media Marketing </li></ul></ul>

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Factor 1: SEO planning and strategy <ul><li>Develop a structured plan to evaluate and improve SEO </li></ul><ul><li>Goal Setting </li></ul><ul><li>Competitor Benchmarking </li></ul><ul><li>Keyphrase Analysis </li></ul><ul><ul><li>Keyword discovery </li></ul></ul><ul><ul><li>Gap Analysis </li></ul></ul><ul><ul><li>Selection </li></ul></ul><ul><li>Tracking and improvement process </li></ul>

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Factor 2: Index Inclusion <ul><li>Site submission – including search engines and directory inclusion </li></ul><ul><li>Dynamic XML Site Map Generation and Submission </li></ul><ul><li>Evaluating robot indexing activity - use of Robots.txt </li></ul><ul><li>Domain strategy – approaches to distribute content including domain variants, sub-domains, geolocation, and canonicalization </li></ul><ul><li>Google sandbox effect, content freshness, content duplication and link velocity </li></ul><ul><li>Indexing of dynamic content including problems with URL rewriting and Session ids </li></ul>

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Factor 3: On-page optimization <ul><li>Keyphrase factors </li></ul><ul><ul><li>Keyphrase factors include keyword density, relevancy, synonyms and position </li></ul></ul><ul><li>Page markup factors </li></ul><ul><ul><li>Page markup keyphrase factors including syntactical accuracy, HTML/CSS page code structure, <title> tags, <meta> tags, <a href=> hyperlink tags and <img> alt tags. </li></ul></ul><ul><li>Relevancy Searching </li></ul><ul><ul><li>The most basic test of relevance is the number of times the search phrase appears on the page </li></ul></ul>

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Factor 4: Link-building <ul><li>Link Building is the process of creating inbound links to ones own website. </li></ul><ul><ul><li>Link building helps in getting quality traffic from relevant sites which increases traffic, sales, and brand awareness </li></ul></ul><ul><ul><li>Link building helps in creating awareness, visibility and credibility of your site </li></ul></ul><ul><ul><li>The site also obtains wider search engine exposure. </li></ul></ul><ul><ul><li>Popular sources include blogs, forums, press releases, user generated content </li></ul></ul>

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Factor 5: Social Media Marketing (SMM) <ul><li>Social Media Marketing is designed to help companies create a brand, market their products and services and manage their online reputation through social networks </li></ul><ul><li>Tactical methods include, corporate blog management, micro-blogging, social bookmarking, social news, video & photo sharing, online press release, wikis, forums, </li></ul>

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Resources <ul><li>http://www.virante.com/seo-tools/duplicate-content.php </li></ul><ul><li>http://www.copyscape.com/ </li></ul><ul><li>Live HTTP Headers add-on for Firefox to check if site is facing duplicate content issue </li></ul><ul><li>SEO Book tools – Crawl Test tool and website health check tool </li></ul><ul><li>Check Redirects if they are search friendly http://webconfs.com/redirect-check.php </li></ul><ul><li>SEO Moz – Crawl Test Tools </li></ul><ul><li>http://website.grader.com </li></ul><ul><li>Broken Links - Xenu's Link Sleuth and http://validator.w3.org/checklink/ </li></ul><ul><li>Keyword Research Tools: </li></ul><ul><ul><li>https://adwords.google.com/select/KeywordToolExternal/ </li></ul></ul><ul><ul><li>http://righton-nobull.com/free-seo-tools/ </li></ul></ul>

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Thank you! Paul Clark Internet Strategist (517) 574-5278 [email_address] http://social-media-blueprint.blogspot.com http://twitter.com/pauljamesclark