The document provides an overview of search engine optimization (SEO) and search engine marketing (SEM). It discusses what search engines are and how they work by crawling the web, indexing content, and ranking results. It notes the importance of SEO due to most consumers starting searches on search engines. Key factors search engines use to rank pages are described as well as tips for an effective SEO strategy, including keyword research, on-page and off-page optimization, and link building. Paid search advertising (SEM) is introduced as obtaining paid placement in search engine results through pay-per-click (PPC) campaigns on platforms like Google AdWords.

2. Agenda
• What is a Search Engine?
• Examples of popular Search Engines
• Search Engines statistics
• Why is Search Engine marketing important?
• What is a SEO Algorithm?
• Steps to developing a good SEO strategy
• Ranking factors
• Basic tips for optimization

3. Examples popular Search Engines

5. How Do Search Engines Work?
 Spider “crawls” the web to find new documents (web pages, other documents)
typically by following hyperlinks from websites already in their database
 Search engines indexes the content (text, code) in these documents by adding it to
their databases and then periodically updates this content
 Search engines search their own databases when a user enters in a search to find
related documents (not searching web pages in real-time)
 Search engines rank the resulting documents using an algorithm (mathematical
formula) by assigning various weights and ranking factors

6. How Do Search Engines Work?
 Spider “crawls” the web to find new documents (web pages, other documents)
typically by following hyperlinks from websites already in their database
 Search engines indexes the content (text, code) in these documents by adding it to
their databases and then periodically updates this content
 Search engines search their own databases when a user enters in a search to find
related documents (not searching web pages in real-time)
 Search engines rank the resulting documents using an algorithm (mathematical
formula) by assigning various weights and ranking factors

7. 100+ Billion Searches / Month

8. Important?
 80% of consumers find your website by first writing a query into a box on a
search engine (Google, Yahoo, Bing)
 90% choose a site listed on the first page
 85% of all traffic on the internet is referred to by search engines
 The top three organic positions receive 59% percent of user clicks.
 Cost-effective advertising
 Clear and measurable ROI
 Operates under this assumption:
More (relevant) traffic + Good Conversions Rate = More Sales/Leads

9. SEO Effectiveness

10. What is SEO?
 SEO = Search Engine Optimization
 Refers to the process of “optimizing” both the on-
page and off-page ranking factors in order to achieve
high search engine rankings for targeted search
terms.
 Refers to the “industry” that has been created
regarding using keyword searching a a means of
increasing relevant traffic to a website

11. Organic results

12. What is a SEO Algorithm?
 Top Secret! Only select employees of a search engines company know for
certain
 Reverse engineering, research and experiments gives SEOs (search engine
optimization professionals) a “pretty good” idea of the major factors and
approximate weight assignments
 The SEO algorithm is constantly changed, tweaked & updated
 Websites and documents being searched are also constantly changing
 Varies by Search Engine – some give more weight to on-page factors, some
to link popularity

13. Online Spending Growth

14. A good SEO strategy:
 Research desirable keywords and search phrases
(WordTracker, Overture, Google AdWords)
 Identify search phrases to target (should be relevant to business/market, obtainable
and profitable)
 “Clean” and optimize a website’s HTML code for appropriate keyword density, title
tag optimization, internal linking structure, headings and subheadings, etc.
 Help in writing copy to appeal to both search engines and actual website visitors
 Study competitors (competing websites) and search engines
 Implement a quality link building campaign
 Add Quality content
 Constant monitoring of rankings for targeted search terms

15. Ranking factors
 On-Page Factors (Code & Content)
- Title tags <title>
- Header tags <h1>
- ALT image tags
- Content, Content, Content (Body text) <body>
- Hyperlink text
- Keyword frequency & density
 Off-Page Factors (Link Building)
- Directory submission
- Article submission
- Blog posting
- Forum posting

16. What a Search Engine Sees and what we see
 View > Source (HTML code)

17. What is Search Engine
Marketing?

18. What is Search Engine Marketing?
 Search Engine Marketing, or SEM, is a type of
internet marketing that aims at increasing a
website’s prominence in search engine result pages
in order to gain increased traffic for the site. The
gain in traffic is supposed to translate into
additional sales.
 Search engine marketing falls into two broad
categories.
 SEO or search engine optimization
 Paid search advertising

19.  In both search engine optimization (SEO) and search
engine marketing (SEM), keyword analysis and
selection play a crucial role. In SEM, however, once the
right key phrases are identified, webmasters generally
avail of paid advertising in the form of PPC.
 PPC, or Pay Per Click, are text-only ads based on the
key phrases the webmaster wishes to appear in his ads.
He writes the copy and determines how much he is
willing to pay in order for his ad to appear.

20. Paid/
SEM
Ads

21. Pay Per Click
 PPC ads appear as “sponsored listings”
 Companies bid on price they are willing to pay “per
click”
 Typically have very good tracking tools and statistics
 Ability to control ad text
 Can set budgets and spending limits
 Google AdWords and Bing Ads are the two leaders

22. PPC vs. “Organic” SEO
Pay-Per-Click “Organic” SEO
• results in 1-2 days
• easier for a novice or one little knowledge of
SEO
• ability to turn on and off at any moment
• generally more costly per visitor and per
conversion
• fewer impressions and exposure
• easier to compete in highly competitive
market space (but it will cost you)
• Ability to generate exposure on related sites
(AdSense)
• ability to target “local” markets
• better for short-term and high-margin
campaigns
• results take 1 months to 6 months
• requires ongoing learning and experience to
achieve results
• very difficult to control flow of traffic
• generally more cost-effective, does not
penalize for more traffic
• SERPs are more popular than sponsored ads
• very difficult to compete in highly competitive
market space
• ability to generate exposure on related
websites and directories
• more difficult to target local markets
• better for long-term and lower margin
campaigns

23. Tips & Optimization Techniques
 Research keywords related to your business
 Identify competitors, utilize benchmarking techniques and identify level of
competition
 Utilize descriptive title tags for each page
 Ensure that your text is HTML-text and not image text
 Use text links when ever possible
 Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)
 Obtain inbound links from related websites
 Monitor your search engine rankings and more importantly your website traffic
statistics and sales/leads produced
 Educate yourself about search engine marketing

24. QUESTIONS
?