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Search marketing: HTML, SEO, SEM and Mobile
- 1. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Learn HTML • View Source • Save Page • View Page on Hard Drive (through browser) • Edit Page (Wordpad, view updates locally) Digital Marketing alexbr.brown@gmail.com University of Delaware
- 2. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Learn HTML • Create Hyperlink: <A HREF=“destination link”>Anchor Text</A> • New line <br> and New Paragraph <p> • Add an image: <img src=“image file/address”> Digital Marketing alexbr.brown@gmail.com University of Delaware
- 3. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Learn HTML: SEO • Two components of page: Header and Body • Within Header <head> </head>: – Title tag <title>the title, with keywords</title> – Meta description <Meta Name=“description” content=“This description appears as the paragraph under the result in Search. Use keywords, and know the character limit”> Digital Marketing alexbr.brown@gmail.com University of Delaware
- 4. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Learn HTML: SEO • Two components of page: Header and Body • Within Body (after </head>) <body> </body>: – Header tags <H1> to <h6> – Body copy – Alt descriptions for images and video – Internal anchor text links Digital Marketing alexbr.brown@gmail.com University of Delaware
- 5. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing History • Yahoo! (directory) • WebCrawler • Lycos • AltaVista • Google: PageRank algorithm Digital Marketing alexbr.brown@gmail.com University of Delaware
- 6. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Algorithms • PageRank (number & quality of inbound links) • Panda (quality sites) • Penguin (black hat) • Hummingbird (natural language: intent) Digital Marketing alexbr.brown@gmail.com University of Delaware
- 7. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing 4 Key aspects of Search Engine Optimization • Keywords • Inbound links – other sites – Own social media • Good design Digital Marketing alexbr.brown@gmail.com University of Delaware
- 8. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing 4 Key aspects of Search Engine Optimization • Site reputation – Wikipedia • Page reputation • Rel=“nofollow” Digital Marketing alexbr.brown@gmail.com University of Delaware
- 9. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Keywords • Word or phrase used by consumers for search • Understand consumer behavior throughout purchase funnel • Importance of search, throughout purchase funnel Digital Marketing alexbr.brown@gmail.com University of Delaware
- 10. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Keywords • Keyword density • Prime keywords “fat head” • Niche keywords “Long tail” • Keyword research • Keywords onsite and anchor text Digital Marketing alexbr.brown@gmail.com University of Delaware
- 11. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Keyword Research • Google Adwords: Keyword tool • Search autocomplete • Google Trends • Google Analytics Digital Marketing alexbr.brown@gmail.com University of Delaware
- 12. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Keyword Placement • URL (domain name, subdirectories) • Title tag (unique on each page) • Meta tags (unique on each page) – Google+ ? • Header tags Digital Marketing alexbr.brown@gmail.com University of Delaware
- 13. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Keyword Placement • Body copy – Columbia University … … . We … • Anchor text (onsite / offsite) • Alt attribute tags for images / video Digital Marketing alexbr.brown@gmail.com University of Delaware
- 14. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Keyword Placement • Importance of Content Marketing – Blog entries with keywords – Social media, links and keywords Digital Marketing alexbr.brown@gmail.com University of Delaware
- 15. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Keyword Placement: Benchmark • Do searches on your keywords – Fat head – Long tail • View source of sites that appear at top Digital Marketing alexbr.brown@gmail.com University of Delaware
- 16. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Keyword Placement: Black Hat • Keyword stuffing • Spamdexing • Cloaking • Penguin Algorithm Digital Marketing alexbr.brown@gmail.com University of Delaware
- 17. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Impact of Mobile Web on SEO • Voice • Finger typing (auto complete) • Different scenarios • Different requests Digital Marketing alexbr.brown@gmail.com University of Delaware
- 18. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing App Store Optimization (ASO) • 600K apps in each store, Immature • Title, Description • Category selection • Downloads • Reviews / Ratings • Facebook Marketing, Mobile apps Digital Marketing alexbr.brown@gmail.com University of Delaware
- 19. #buad477 follow @alexbrownracing http://www.udel.edu/alex/classes Search Engine Marketing Search Advertising • Paid versus Organic • Overture to Google • Google: Maximize revenue • 30% of clicks • Significant portion of Digital Advertising • Real time, Analytics Digital Marketing alexbr.brown@gmail.com University of Delaware