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SEO vs SEM SEO: Search Engine Optimization Improve traffic to a website through organic search results. Meaning no money is paid to get rankings. SEM: Search Engine Marketing Improve traffic to a website through payment
SE Structure Sponsored Searches / Pay Per Click Local Searches Organic / Natural Search Local Searches Sponsored Search Sponsored Search Sponsored Search Organic Search Organic Search
SEO Best Practices Site Coding. Validated and Accessible  Content of the site. Make sure includes targeted key phrases. Enabling best SE indexing. No Flash and clear textual menus. Links to Your Web Site. Links to your site should include key phrases and come from qualified web sites.
Proper Code Correct HTML coding Ensure that the code is error free as many SEs cannot properly catalog. Important Meta Tags Title Description No worries: Keywords Have to scroll down half way down to see any real content
Content of the site Example The more content the better The main rule in a ranking algorithm involves the location and frequency of keywords on a web page. Not very pretty but has a lot of content and includes the owner’s crucial key phrases. Currently ranks very well in Google
Best SE Indexing  Content is at the top of the page. No menu javascripting No Image as menu or to replace crucial content. SEs cannot read images No Flash without HTML option. SEs cannot read Flash as it is like an image. No real text. All javascript and graphics. SEs cannot read an image and cannot index.
No Images / Flash Example. All flash web site with hidden navigation Where’s the beef?
Content Example: Denver Real Estate but the homepage did not contain the word “Denver” or “real estate” They’ve got the word “home” They’ve got the word “buyer” But no mention of the city they are trying to target.
Links  An SE can both determine what a page is about and whether that page is deemed to be "important“ Example: Link from CNN vs Link from Sara’s Yarn Store Links to the author’s blog Link from paid directory but it is legitimate
SEM : Paying for Rankings Sponsored Links, Pay-Per-Click, paid placement, paid inclusion Payment for Directory Listings Google and Yahoo! do not frown upon links from paid directories so long as the directories are relevant and are of good quality  Pay-Per-Click on search results. Results based on searched words Paid Inclusion on a content website. Based on site’s content
Before Design or Marketing Begins Research your target market Research what words folks are using to search for your product/service “web design” vs. “houston web design” “shoes” vs. “basketball shoes converse” Tools Word Tracker Keyword Discovery Adwords and Yahoo! accounts

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Search Engine Marketing

  • 1. SEO vs SEM SEO: Search Engine Optimization Improve traffic to a website through organic search results. Meaning no money is paid to get rankings. SEM: Search Engine Marketing Improve traffic to a website through payment
  • 2. SE Structure Sponsored Searches / Pay Per Click Local Searches Organic / Natural Search Local Searches Sponsored Search Sponsored Search Sponsored Search Organic Search Organic Search
  • 3. SEO Best Practices Site Coding. Validated and Accessible Content of the site. Make sure includes targeted key phrases. Enabling best SE indexing. No Flash and clear textual menus. Links to Your Web Site. Links to your site should include key phrases and come from qualified web sites.
  • 4. Proper Code Correct HTML coding Ensure that the code is error free as many SEs cannot properly catalog. Important Meta Tags Title Description No worries: Keywords Have to scroll down half way down to see any real content
  • 5. Content of the site Example The more content the better The main rule in a ranking algorithm involves the location and frequency of keywords on a web page. Not very pretty but has a lot of content and includes the owner’s crucial key phrases. Currently ranks very well in Google
  • 6. Best SE Indexing Content is at the top of the page. No menu javascripting No Image as menu or to replace crucial content. SEs cannot read images No Flash without HTML option. SEs cannot read Flash as it is like an image. No real text. All javascript and graphics. SEs cannot read an image and cannot index.
  • 7. No Images / Flash Example. All flash web site with hidden navigation Where’s the beef?
  • 8. Content Example: Denver Real Estate but the homepage did not contain the word “Denver” or “real estate” They’ve got the word “home” They’ve got the word “buyer” But no mention of the city they are trying to target.
  • 9. Links An SE can both determine what a page is about and whether that page is deemed to be "important“ Example: Link from CNN vs Link from Sara’s Yarn Store Links to the author’s blog Link from paid directory but it is legitimate
  • 10. SEM : Paying for Rankings Sponsored Links, Pay-Per-Click, paid placement, paid inclusion Payment for Directory Listings Google and Yahoo! do not frown upon links from paid directories so long as the directories are relevant and are of good quality Pay-Per-Click on search results. Results based on searched words Paid Inclusion on a content website. Based on site’s content
  • 11. Before Design or Marketing Begins Research your target market Research what words folks are using to search for your product/service “web design” vs. “houston web design” “shoes” vs. “basketball shoes converse” Tools Word Tracker Keyword Discovery Adwords and Yahoo! accounts