This presentation was also presented to Time Inc. outlining the factors that go into executing a successful search marketing campaign. This presentation was given in consideration of specific client needs and geared towards an audience of traditional marketers that was relatively unfamiliar with search.

1. SEO 102 – Beginner Search Marketing Presented by The JAR Group, 04.29.08

2. An effective search marketing campaign is a cyclical, multi-layered effort that addresses many levels of need and mindsets.

3. Overview What is search?

5. Source: Radar Networks

6. Research Understand how your audience finds information.

9. The Website On-page SEO Factors.

10. The Title Tag The Title Tag is one of the most important things, after the actual inclusion of your keywords in your article to actually have impact on how well your article ranks on Google and the other search engines. Length: Search engine spiders will index the first 80 characters, but only the first 63 will show up in the search engines Keep it Relevant: Use the relevant keywords you found in your research, at the beginning, when possible as it is the most heavily weighted portion of the title Branding: Branding should be kept to the end of the title, after the main keyword or article title Our suggested format: <title>Main Article Concept: Article Section: TICS: Time Inc</title> or… <title>Custom Publishing Solutions: Publishing: TICS: Time Inc</title>

11. The Meta Tags Meta Keywords: Include 3 to 4 of keywords (including derivatives), from your research, on each page, being careful not to use the same keyword too many times. These should be the same as the keywords you’ve chosen for your tags Meta Description: Write a clear concise 2 to 3 sentence paragraph of about 250 characters that summarizes the content on the page Example: The Meta Description shows up directly in the search engines. The copy that is written for the Meta Description should be optimized with the targeted keyword as well as captivating for users.

12. Other Page Elements Images: the image Alt Text should incorporate the keyword into the picture that is most pertinent to the content. Alt Text is intended for those who are unable to actually view the picture. Alt text should be a clear, concise phrase. Also, the image file name should use the main keyword describing the image. Heading Tags (H1): For your main heading, you want to generally incorporate your main keyword. Readers want to know what the page is about before going any further. This is the second most important on-page element (title is first) to the search engines. Sub-Headings (H2/H3): Multiple, specific sub-headers let the reader know what is coming next. The use of heading tags will draw more search engine attention and make the headline more apparent. Search Engine Friendly URLs: As often as possible, use static URLs and the title of the article within the URL

13. Paying attention to details!

14. How Popular are You Off-page SEO Factors.

17. Paid Search Complementing SEO Efforts.

19. Analytics Learning.

20. Tracking and Optimization Anchor Text Text Surrounding the Link Top Content Traffic Sources Conversion Paths Optimize: Landing Pages, Media Buys, Content

21. Search Recap Coming Full Circle.

25. Thank You! Andrew Zarick Brand Evangelist [email_address]