Search Marketing and SEO
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This document discusses search engine optimization (SEO) techniques. It covers topics like keywords, meta tags, content writing, links, and paid search. The goal of SEO is to optimize websites to rank higher organically in search engine results. Both white hat and black hat SEO tactics are mentioned, with white hat referring to legitimate optimization and black hat using tricks that could get a site banned.
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Search Marketing and SEO
- 1. BDMM 4336 Search Marketing We’ll examine: Search • Why is search important Class 12 • How do use search to your advantage Fall 2011 • Paid search • Black hats vs. white hats @AndreaGenevieve andream@stedwards.edu
- 2. BDMM 4336 Search is Tricky Search • Constantly changing • Moving target Class 12 • Tweaking is key Fall 2011 What is SEO anyway? Lets ask @AndreaGenevieve andream@stedwards.edu
- 3. BDMM 4336 Search Class 12 Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 4. BDMM 4336 Easy to Crawl Search • How do you do it? Class 12 KEYWORDS!! Fall 2011 (Not graphics) Also, update often and link out. @AndreaGenevieve andream@stedwards.edu
- 5. BDMM 4336 How to Find Keywords Search Tools: 1.Google Webmaster Class 12 2.Word Tracker Fall 2011 Your list should initially contain 30 words Put yourself in the prospects shoes. What would YOU Google? @AndreaGenevieve andream@stedwards.edu
- 6. BDMM 4336 Tips Search • Stay away from generic words • Narrow your list of 30 to 12 specific Class 12 • Choose 2- 3 phrases with keywords Fall 2011 • Choose LONG TAIL vs SHORT TAIL words • SEO each PAGE of your website @AndreaGenevieve andream@stedwards.edu
- 7. BDMM 4336 All About Tails Search Long Tail: 3 or more words in a set of keywords. A phrase. Super complex. Class 12 Fall 2011 Short Tail: one word keywords. Easy and not hard to find. Exercise: write 10 short tail keywords and 2 long tail for @AndreaGenevieve andream@stedwards.edu
- 8. BDMM 4336 Anatomy of a webpage Search Class 12 Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 9. BDMM 4336 Basic Web Structure Search Class 12 Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 10. BDMM 4336 More HTML Search Class 12 Fall 2011 @AndreaGenevieve andream@stedwards.edu
- 11. BDMM 4336 TITLE matters Search <title> lives near the header This is what show up in the bar on top Class 12 of your browser. Fall 2011 Its also the click able in SERP (search engine results page) This is the first glimpse of your content. @AndreaGenevieve andream@stedwards.edu
- 12. BDMM 4336 META tags Search (This is the description portion of SERPS) meta name="Description" content="Basic HTML Class 12 Code Articles - HTML Tutorials HTML code, Fall 2011 code validation, HTML code validators, link checkers, cross browser compatibility, DOCTYPE declaration, character encoding, HTML document structure” meta name="Keywords" content="Your set of keywords for the page " @AndreaGenevieve andream@stedwards.edu
- 13. BDMM 4336 Write for people Search Class 12 Fall 2011 Not for keywords @AndreaGenevieve andream@stedwards.edu
- 14. BDMM 4336 What is content? Search • Everything on your site: Graphics, animations, banners,sliders, Class 12 (things spiders cant see) Fall 2011 And TEXT (that spiders CAN see) Graphics aren’t content and don’t allow for as much SEO @AndreaGenevieve andream@stedwards.edu
- 15. BDMM 4336 Links Search • Secure high quality inbound links from ‘authority’ websites to achiever even higher results Class 12 • Why blogs are so popular (Link Love) Fall 2011 • Links act as references for search spiders • Links are votes of confidence • Build quality over quantity • Larger sites with lots of traffic are gold mines (CNN, ESPN) • Don’t forget about internal links @AndreaGenevieve andream@stedwards.edu
- 16. BDMM 4336 Link Tips Search 1. Generate valuable content 2. Let people know your site is there Class 12 3. Create a blog Fall 2011 4. Network! 5. Ask for links 6. Link within content 7. Submit your site to directories 8. Offer to swap links @AndreaGenevieve andream@stedwards.edu
- 17. BDMM 4336 Black vs White Hats Search White= good Black= bad Class 12 Legitimate Use tricks Fall 2011 Adheres to Exploit sites SEO guidelines Banned from indexes when caught Use multiple @AndreaGenevieve domains andream@stedwards.edu
- 18. BDMM 4336 Black Hat Examples Search 1. Keyword stuffing 2. Cloaking Class 12 3. Invisible text Fall 2011 4. Doorway page 5. Spam page 6. Interlinking 7. Selling links 8. Buying expired domains @AndreaGenevieve andream@stedwards.edu
- 19. BDMM 4336 PPC vs CPM Search PPC PPM or CPM Google Adwords Facebook Class 12 You pay per click Pay per million Fall 2011 Funds go quickly Usually cheaper Don’t need Not as control control over over timeline timeframe @AndreaGenevieve andream@stedwards.edu
- 20. BDMM 4336 Choose Your Words Carefully Search • Each page should have a META description, not a META tag. Class 12 • Each page should have a carefully Fall 2011 chosen TITLE. CONTENT will always trump META @AndreaGenevieve andream@stedwards.edu
- 21. BDMM 4336 Video SEO and graphic SEO Search YouTube SEO is 35 times more powerful than Google Class 12 Fall 2011 To optimize images you need to tag them with META data. Naming the file also helps. @AndreaGenevieve andream@stedwards.edu
- 22. BDMM 4336 Go Pro? Search • Can pay for SEO or do it internally • Time consuming Class 12 • Large sums of money Fall 2011 • At least 3 months to see results @AndreaGenevieve andream@stedwards.edu