The document discusses search engine optimization (SEO) and search engine marketing (SEM). It explains that SEO involves using keywords in websites to naturally improve organic rankings, while SEM involves paying for sponsored listings through platforms like Google AdWords. The document provides examples of on-page optimization techniques like keyword targeting in meta tags and examples of setting up paid search campaigns through determining budgets and writing ads. It emphasizes analyzing campaign results to focus on high performing keywords.
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SEO and SEM strategies for attracting new customers
1. Casey Peterson, Liz Angle, Katie Obrien, Neal
Schafer, and Jonathan Hernandez
2. SEO defined
Using marketing and customer terms and words to
obtain a high listing naturally
Keyword strategy plays a key role
Maintain site regularly to keep updating keywords
(active process)
It is that easy – all companies should be doing this!
4. SE0 Goals
Bring new customers to your website.
Use keywords that the customers identify with.
Your goal is not to get everyone to your website, but to
attract people that turn from visitors to buyers.
5. ESPN example of HTML coding
ESPN
<meta name=quot;descriptionquot; CONTENT=quot;ESPN.com provides
comprehensive sports coverage. Complete sports information including
NFL, MLB, NBA, College Football, College Basketball scores and news.quot; />
<meta name=quot;keywordsquot;
CONTENT=quot;ESPN.com, ESPN, ESPN2, ESPNews, ESPN
Classic, ESPNU, Insider, sports scores, sports news, MLB scores, NFL
scores, NBA scores, NHL scores, College Football scores, College Basketball
scores, sports videos, sports information, Fantasy sports, Fantasy
games, Fantasy football, Fantasy baseballquot; />
<meta http-equiv=quot;refreshquot; content=quot;900quot; />
<meta name=quot;robotsquot; content=quot;index, followquot; />
<title>ESPN: The Worldwide Leader In Sports</title>
7. SEM
Paid listings – bid for keywords
Pay per click
Pay-for-placement
Paid Listing or Paid Advertising
SEM Campaign: eg. Google Adwords
Sponsored Listings
Paid inclusions – pay to be in directories!
Nordstrom pays Google $10-20 to be in their directory
ensures Nordstrom’s pages will be included in the SE’s database
more quickly & be available to match searches more sales
8. Google Adwords
Want to advertise on Google?
No matter what your budget, you can display your ads
on Google and our advertising network. Pay only if
people click your ads
Here is how it works!
13. Determine your budget
AdWords shows your ad as often as possible within the
budget you set
You're charged a small portion of the budget each time
a user clicks your ad, so the higher your budget, the
more ad impressions and click thrus you may receive
Impressions- a single instance of an online
advertisement being displayed
Click thrus- process of clicking thru an online ad
Click thru rate (CTR)- The avg # of click-thrus per
hundred ad impressions, expressed as a %
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Write your ad
All text ads contain a title, two lines of descriptive
text, and a display URL
Example of an ad
15. Analyze results
Analyze results weekly for at least the first 6 to 8 weeks
of your program
What to look for?
The keywords that are generating the highest number of
clicks as well as the highest conversion rate
80/20 rule
20% of your keywords are likely to generate 80% of your
clicks
FOCUS on improving your results for these high-value
keywords, and optimize on less-frequently searched
terms later
17. Staggering Statistics
Nearly every engine marketer (98%) is advertising
with Google AdWords, while the number of
campaigns on Yahoo and MSN search engines are
declining
$13B of SEM expenditures in 2008 and growing
rapidly (North America)
The bulk of spending (88%, or $11.9 billion) will be
spent on paid placement
91% of advertisers say they engage in SEO, which
will account for approximately 11% of overall
spending, or over $1.4 billion