This document provides an overview of search marketing strategies. It discusses both strategic and tactical considerations for developing a search marketing plan, including search engine optimization (SEO), pay-per-click (PPC) advertising, and other online strategies. Key elements that are important for SEO success are conducting keyword research, optimizing website content and code with targeted keywords, and gaining relevant backlinks. Both short-term and long-term strategies should be considered. Measurement of results is also important to monitor performance and make improvements over time. The overall message is that search should be a central part of marketing from the outset, not an afterthought, and requires ongoing effort.

1. Search Marketing Seminar
Workshop

2. Search Marketing
• The aim: To start to understand what makes
up a search marketing plan and to discuss
the elements involved.
– Through combination of participation and
information.
• So you can go away and start to apply some
of the principles to your own web sites

3. Search Marketing
• Strategic considerations:
• How can we employ search engine optimisation and how does it
work?
• What part can PPC play in our Search Marketing Plan?
• What other strategies can we use online to help our search
visiblity, either directly or indirectly?
• What resources are required and what are the timescales to get
this work done?
• Why as search marketers do we need to be involved from the
outset?
• How can we measure the results of our Search marketing

4. Search Marketing
• Tactical considerations:
• Why do we need to understand keyword research?
• Where can we find the right online tools to use?
• Which social media is relevant and how can it be harnessed?
• What other digital assets have we got and what use are they?
• Is it just about our search engine rankings?
• Set up and Ongoing workload – what to consider form the start.

5. What is SEO?
• Search engine optimization (SEO) is the
process of improving the volume or quality of
traffic to a web site from search engines via
"natural" ("organic" or "algorithmic") search
results
– Wikipedia 2009
• You want to make it easier for search engines
to find, index, categorise and rank your web
pages
• This can be done on the web site and off the
web site.

6. SEO is about...............
Content Links

7. Search Engines.............
Share
Google 63.7
Yahoo! Sites 20.5
Microsoft Sites 8.3
Ask 3.8
AOL 3.7

8. Content - Why are Keywords
important?
• Search engines are text based
• Search engines need keywords to establish
what your web page is about...
• .......so they can index it correctly
• .......so it can be ranked in search results
• .......and to deliver your pages when users
search on those keywords in search results

9. Search Engines.....................
• Collect information
– Google Bot
– Crawl
– Spiders
• Information is organised
• Information is stored on
servers worldwide

10. What is the most important keyword
question?
• What are users searching on in
search engines related to our
business?............
• ..............If you dont know this
how do you know what
keywords to use on your web
site to generate more relevant
traffic to your web site?
• YOU DONT!

11. The first thing we must do in our SEO
efforts is..................
• Keyword Research
– Many online tools, paid
for and free
– Develop your keyword
lists for your web site.
• What keywords would
we think about
researching for our
new Hospitality
Update site?

12. How many keywords do we need?
• As many as you like, but each page of your
web site needs to be optimised for 2/3
keywords or phrases.................
• ............so the more words you have the more
content you will need

13. The biggest keywords mistakes are.....
• Trying to optimise all your keywords on one page
• Not including keywords in content or not enough
• Assuming the keywords that users are searching
on and using the WRONG keywords
• Not using keywords at all
• Being broad and not narrow

14. Where should keywords go?
• Code
– Actual domain name
– URL’s
– Meta Data
• Content – on the page
– .....and in links to other pages
– .....and in links from other sites

16. • The domain name –
should we care?
• Yes we should!
• If we can get the key
term or terms into the
domain name this will
help your web site rank
highly quickly
• The domain name is
fixed for HU.......so what
else could we do?

17. If I click excel
jobs.................

18. Notice
the
new url
of this
page...
........

19. Excel jobs
search in
Google...............
......this site is in
the No. 1
position........

20. .........and Hospitality Update?

21. HU has
not got
keywords
in page
URL’s

23. Code – URL’s
• How do I get keywords into my page URL’s?
– URL’s can be rewritten in many web site
development programmes and software, if they
can be set up to give you what you want
– /hospitality – suppliers/kitchen-equipment
is much more search engine friendly than a
series of characters and numbers!

24. Code-Meta Data
• Meta data is the data about the data in the
source code of a page
• Search engines use this data about the data
to help index web pages.
• Is it useful to get keywords and terms into
meta data?..................
• ..................!

25. Meta tags appear
here....and need
to be relevant to
THIS page

26. Meta title
will appear
at the top
of the
browser.....

27. Code-Meta Data
• Title tag 40-60
characters
• Description Tag up to 250
characters
• Keywords tag
– main and secondary

28. What meta data shall we use for our new
Hospitality Update home page?
• Title:
• Description:
• Keywords:

29. Content – On the page
• Where?
• If you dont get your keywords into content
then you may have wasted the other seo
efforts
• In the first paragraph or two
• Bold and italics
• As text in links throughout the site = Anchor
text links

32. Content-On the page
• Clearly the more content you have on your
site the more keywords you can optimise for
• Adding content is key to developing your
SEO
• Be narrow not broad
• Up date your keyword research regularly.

33. So, what is our plan for content for HU?
• Keywords?
• Domain?
• URL’s?
• Meta Titles, description, keywords?
• Page content?

34. Why are Links to your site important?
• They bring traffic
• They are seen as a vote
for your site – link
popularity
• The more links to your
site the more popular
your site, the higher
the ranking

35. Google
Pagerank is
a guide to
your link
popularity...

36. Why do links need to be relevant?
• They bring relevant
traffic that might then
convert on your site –
leave info or buy from
you!
• The search engines will
see your site as an
authoritative site in your
market place
• If they are not relevant
they are not as strong as
far as search engines are
concerned.

37. Where can we get links from?
• Other sites
• Directories
• Industry associations, professional bodies
• PR online
• Social Media
• Optimising and distributing other digital
assets.

38. Should we use PPC?
• PPC =PAY PER CLICK
• Complimentary to SEO
• Assists the SEO effort
• Short term results
• Needs careful
management ongoing
• Needs measuring
otherwise you could
be throwing money
down the drain!

39. What other strategies can we use?
• Online PR
• Write articles and stories
around the launch and
OPTIMISE them!
• Distibute them through
online PR sites such as PR
Web to thousands of sites
across the internet.
• Generate traffic,
awareness, interest,
embed links back, and
develop other links as
articles get picked up by
other sites

40. What other strategies can we use?
• Social Media
• Create your own groups
in linkedin, facebook,
twitter, flickr and
optimise any content
• Distribute Social Media
content, releases.
• Social Networking
• Make sure users can
share their experience
on any number of social
networking sites

41. What other strategies can we use?
• Digital asset
optimisation and
distribution
• Any content you have
can be OPTIMISED and
used on the new site or
distributed online –
pdfs, whitepapers,
photos, video, audio,
datasheets, office docs.

42. What resources are required and what are the
timescales?
• Consider set up and ongoing work at the
outset.
• SEO – medium to long term benefits
• PPC – short term benefits
• Once set up these programmes need to be part
of your ongoing strategy – you will need
resource to manage these activities daily.
• Important to continue to develop content ideas
and manage any adwords campaigns carefully.

43. measurement
• Is it all about
rankings.................?
• ...................no
• Using different
strategies means that
you need to monitor all
of them.
• Google Analytics is the
best place to start.
• Social media monitoring
• Ranking and indexation
reports.

44. Search marketing plan
• Not search engine marketing but SEARCH Marketing.
• Think about search from the outset, not after the site has
been built, gone live!
• Consider the short term and the longer term – SEO is a
medium to long term strategy but Adwords and online
PR will give you more immediate benefits
• Consider what other digital assets you have and how you
can use them........
• ..........but any content that can be searched needs to be
OPTIMISED.
• Measure the results and take action to improve
• Don't just set things up and wait, get an ongoing
programme going.

45. Thanks for listening!