1. Search Engine Marketing Basics Andy Jamieson (@andyjamo) Founder & Director

3. Simple introduction to SEO

4. Paid search marketing

6. Simple introduction to SEO

7. Paid search marketing

9. Make up of Search Results – bottom of page

10. Make up of Search Results Organic Listings “Natural” search results Determined by “objective” algorithms Paid Listings Appear next to desired keywords Short title Two lines of text (changing…) Position driven by willingness to pay

11. Make up of Search Results Places Listings Business listings from seed data (yellow pages) Determined by “objective” algorithms Location of searcher Maps Listings Business listings from seed data (yellow pages) Determined by “objective” algorithm Drive to Google Places listing vs your website

12. Definitions SEO: Search Engine Optimisation Tweaking your content to appear within search engine results pages PPC: Pay Per Click Advertising model where you pay for each click you receive, most search engines use PPC. Search Marketing SEO + PPC Or PPC

14. Simple introduction to SEO

15. Paid search marketing

17. Create good content Search engines key requirement Social sharing influencing rankings Who is sharing your content? Measure how good your content is Generate links, likes, +’s and tweets Each page should have a single theme Hard work

18. Optimise HTML tags Title <title> Meta Tags: “description” “Micro Formats”

19. Optimise HTML tags Header Tags <h1>Is the most important on the page</h1> <h2,3,4…> Others: Bold <strong> Italic <i>

20. Optimise HTML tags Open graph meta tags Facebook image, title & description etc

21. Optimise Links Make sure all pieces of content can be found through internal links Optimise anchor text with focus keywords that make it clear what the link points to Optimise all external links

22. Ensure Site is Search Friendly Search engines are simple, therefore make it easy…. Text Links Simple code, with content positioned high within it

23. Ensure Site is Search Friendly Hard…. Images, multimedia, flash (getting better) Some programming code Javascript, CSS, search boxes

24. Leverage Social Media to promote Google + Likes Tweets High profile blogs Industry awards Add commentary Give something worth sharing

26. Simple introduction to SEO

27. Paid search marketing

29. Goals and objectives

31. Keyword insertion

32. Match types

33. Broad

34. Phrase

35. Exact

38. Simple introduction to SEO

39. Paid search marketing

41. New areas to consider Locations

42. New areas to consider Suggested Search

43. Thank you Andy Jamieson | Director Switched On MediaLevel 12, 60 Miller St. North Sydney NSW 2060p: 61 2 8248 5032 | f: 61 2 8580 5052 | m: 61 411 487 054 w: www.switchedonmedia.com.au e:andy@switchedonmedia.com.au 27