IIMA SEM Tutorial

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IIMA SEM Tutorial

• March 2006Barbara CollWebMama.com Inc.

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Google Adwords Paid Search
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Organic/Natural Listings
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Yahoo! Sponsored Search Pay-Per-Click/Keyword-bas
ed
Overture/Yahoo! Search SubmitPaid Inclusion into
free resultsPage/URL based
Free Organic Results basedon Spidering of Sites
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Content-Based Ads
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Google Adwords Paid Search
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Organic/Natural Listings
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Yahoo! Sponsored Search Pay-Per-Click/Keyword-bas
ed
Overture/Yahoo! Search SubmitPaid Inclusion into
free resultsPage/URL based
Free Organic Results basedon Spidering of Sites
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Content-Based Ads
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ChallengeGetting all pages into the SE Index
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SpiderabilityRemember that they WANT your Content

• All pages accessible through the navigation
  structure of the site
• Java required
• Images
• Cookies required
• Redirects to main pages

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FLASH
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Tools to Help

• SiteMaps
• include links to popular search results and
  dynamic pages
• www.rexswain.com www.se-spider.com
• GOOGLE
• Sitemaps (https//www.google.com/webmasters/sitema
  ps/login )
• YAHOO
• Paid Inclusion Yahoo! Search Submit
  (http//searchmarketing.yahoo.com/srchsb/index.php
  )
• Yahoo Site Explorer

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When they find it you want them to be able to
read it

• Content Management Systems
• Development Platform

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External Links

• Government Guides
• Partners websites
• Paid Clean Links
• Directories
• Yahoo
• DMOZ
• Look for one a day

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Meta Data

• TITLE Tags 6-8 words
• Meta Description 175 characters, 20-25 words,
  english, no stuffing
• Meta Keyword 6-10 words
• Alt Tags related to image
• Flash layers or SDK

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Optimized Content

• Google Text Cache to check
• examples

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Things to Remember (1)

• Content, content, content with keywords
• Tracking is hard
• Organic traffic is effected by all other online
  and offline marketing

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Things to Remember (2)

• If you think it is important then the search
  engines think it is important.
• And a question
• How much longer can we call it free?

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They Want to Help ?????

• Indexing help for Site Optimizers, webmasters,
  site owners, etc
• Search Engines WANT to index your content!
• http//www.google.com/webmasters/guidelines.html
• http//help.yahoo.com/help/us/ysearch/index.html
• http//beta.search.msn.com/docs/siteowner.aspx?tS
  EARCH_WEBMASTER_REF_GettingSiteIndexed.htm

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What is Happening?

• What is being indexed which pages?
• siteexplorer.search.yahoo.com
• sitewww.domain.com on Google example
• www.marketleap.com page saturation
• Are they following links in my site?
• www.se-spider.com
• What about Redirects?
• www.rexswain.com http viewer

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An Indexed Page

• Sitewww.webmama.com
• Shows http//www.webmama.com/webmama-journal/jour
  nal-111099.htm
• GOOGLE.COM is the hot new and really fast search
  engine. Submit your web site to them now at
  http//www.google.com/addurl.html

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Google SiteMaps

• A way to tell Google more about your site. Paid
  inclusion without the Paid part
• Build a feed with free tools or through Google
  API (http//code.google.com/sm_thirdparty.html)

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Yahoo SiteExplorer

• InLinks/included pages info and submission tools

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Resources

• Search Engine Marketing Professional Organization
  (www.sempo.org)
• Search Engine Watch Blog blog.searchenginewatch.co
  m
• Google Blogs
• http//googleblog.blogspot.com/
• http//adwords.blogspot.com/
• Yahoo news alerts (http//news.search.yahoo.com/se
  arch/news?frytff1-psearch20engine20marketing
  eiUTF-8 )
• eMarketer Newsletter - http//www.emarketer.com/Ne
  wsletter.aspx
• MarketingVOX Newsletter -