This document provides an introduction to search engine marketing (SEM). It discusses how search engines work and the importance of search engine optimization (SEO) and search engine advertising (SEA) strategies. Key points include how search results are ranked based on page rank and relevance, the difference between organic and paid search results, and factors for success like keywords, landing pages, and backlinks. It also provides recommendations for analyzing site traffic data and segmenting the target market for SEM campaigns.

1. Seamus MorleyIntroduction to Search Engine Marketingseamus@find50-marketing.co.uk

2. The web today……10 Billion+ web pagesNow everyone has web pagesYou have to market themSearch Engine Marketing (SEM)

3. Organic/sponsoredNote: 85% only use top5/7 results

4. How will they find you ?Searching – using key words/phrasesVERY different from broadcast and print – it is not an `interrupt` medium

5. Page Rank (PR)What is it ?Google `invention`/votes = backlinksauthority sites e.g. bbc/xyz.govrelevance ie to your page(s)Why PR ?

6. Users can find relevant content

7. `Content is king`High PR=backlinks from high ranking, authority sites.

8. Search Engine Marketing Sponsored/PPC,CPCFaster Response (days)Changeable£££ !Short termTactical Organic/NaturalSlower (3/6 months)

9. More credible (Editorial)

10. Better Quality response

11. Longer lasting

12. StrategicBUT….SEM is not an exact science – the rules are not published and they change.

13. Ad 1Keywords:Ribbon walkCancer walkpink ribboncharity walksAd 2Landing PageTop 9 words produced 77% clicks

14. Google AdWords…shown when your keywords are enteredKey success factors:Relevance (keyword, page content)Click Thru Rate (CTR)Cost Per Click (CPC)Landing Page:Title/Headings h1,h2/Alt TagsKeyword(s) to appear multiple times in textClear ACTION for page visitors

15. Good; backlink via image to the event page (not bcc home page !)Better: backlink via anchor text –your top keywordBest: backlinks via multiple keywords as anchor text

16. Search Engine Optimisation (SEO) Content attractive & relevant/ lots of keywords - naturally…Sponsors/Partners: get backlinksRegular page updates/Press Releases/BloggingLinkbait e.g. risk calculator, articles, infoLinks from Highly Ranked, Authority SitesOrganic – building for the long term

17. To do…….Segment your market: Behaviour/attitude/age/??