ADVERTISING

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ADVERTISING

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Title: ADVERTISING

1
Search Engine Marketing Optimization
Movin On Up! How to get better rankings and
drive traffic to your Web site.
Stefanie Moore
2
First Things First

To effectively drive traffic you must ask
Who is your target audience?
What do you want them to do on your Web site?
How will you get a return on your investment?
What is your available budget?
Source American Marketing Association

3
Search Engine Facts

84 of online Americans used search engines (107
million) a Pew Internet American Life
Project, 2004.
75 of Internet users visit search engines each
month Online Publishers Association and
Nielsen/NetRatings, 2004.
Search engines on top (41) compared to other
processes when consumers were asked how they find
product Web sites DoubleClick study, 2003.

4
Web is First Source

Admissions officials know their Web sites
are the first point of contact for prospective
students. It has changed from the Internet being
a supplement to the Internet to being the first
source.
Judy Hingle, director,
professional
development, National
Association for
College Admission
Counseling

5
Search Engine Marketing (SEM)

Form of Internet marketing that seeks to promote
Web sites by increasing their visibility in the
search engine results.
SEM is the practice of buying paid search
listings, different from SEO which seeks to
obtain better free search listings.
SEM methods include search engine optimization,
paid placement and paid inclusion.

Source Wikipedia
6
Search Engine Optimization (SEO)

Improves ranking of a Web site in natural,
organic or "algorithmic search results
Increases site traffic
Assists in converting unique visitors to
customers
Considers how people search and how search
engines index

7
SEO Impacts Organic Results
8
SEO Tactics

Get your keywords onto your pages
Meta data behind the scenes
Title tags
Description tags
Keyword tags
Visible Content
Build relevant links and link popularity

9
SEO Tips - Choosing the Best Keywords

Pace Yourself

10
Tips on Choosing Keywords

Think through business goals objectives.
Think through brand names.
Watch the broad search terms.
Be careful with narrow search terms.
Check Google competing pages.
Watch the quotation marks.

11
Tips on Choosing Keywords (continued)

The singular vs. plural debate.
Dont get excited about misspellings.
Give low numbers a shot.
Learn how to form search terms.
Know how people search.
Two-word phrases (32.58)
Three-word phrases (25.61)
2004 report by OneStat, an expert in Web analytics

12
Tips on Choosing Keywords (continued)

Be careful when mining keywords from competitors
Web sites.
Dont use competitors corporate names or brands.
Ask people all kinds.
Dust off your thesaurus (or go online).
Analyze log files.

13
Search Engine Optimization What You Can Do

Register your site.
Ex. http//search.yahoo.com/info/submit.html
Keep keywords and meta tags current.
Spread keywords throughout content revise text
as necessary.
Charge someone with monitoring and updating
keyword referrals, and search engine referrals
and placement.

14
SEO No Nos

Avoid Bad Techniques

15
Search Engine Optimization Donts

Don't use frames in the page design
Avoid long URLs and and ?
Dont duplicate copy

16
Description Overload

Avoid long meta descriptions.
Laundry list of keywords may not match content.

17
Overdone Visible Text

Massive keyword repetition in a small space may
annoy Web site visitors. Looks blatant.

18
Too Many Links

Yes, links in content are useful.
Too many may be viewed as spam.

19
Text in Unusual Places

Avoid all forms of hidden text.
Make font colors and sizes match design.
Excessive keywords offer no value.

20
An SEO Case Study

www.kent.edu

21
Content Modifications
22
Meta Data in Source Code
23
Lets Test It!
24
KSU SEO May 2007 Ranking Highlights
25
KSU SEO Traffic Highlights
26
KSU SEO Search Engine Traffic Highlights
27
Other SEO Case Studies

http//www.littletikes.com
http//www.clevelandclinic.com
http//customcritical.fedex.com
http//completetocompete.info

28
An SEM Case Study

www.kent.edu

29
Pay-Per-Click (PPC)

Also known as paid search.
Pay only when users actually click on an ad.
Supplements search engine optimization offers
critical and timely traffic.

30
Sponsored link means were paying for this
term.
31
Sponsored link means were paying for this
term.
32
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33
PPC Summary

Kent State ads were seen 344,934 times.
Searchers clicked a Kent State ad and visited the
landing page 11,633 times.
Total cost for the clicks was 3,657.72.
From the landing page, visitors clicked to the
'Get More Info' page 1,370 times.
Google Analytics showed there were 1,149 signups
for campus tours during the campaign timeframe.

34
7 Habits of SEO-CentricWeb Design

Dino Baskovic

35
1. XML Sitemaps. Make your own. Submit them to
search engines. Submit often.
36
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37
2. Friendly URLs. Ones people can actually read.
And search engines love.
38
/index.aspx?cat9id6
/news/xyzcorp-growth/
39
3. Simple design. Less is more. As in, clean up
your code. And ease up on the widgets.
40
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4. Metrics. Pay attention to them. Salt to
taste. But dont obsess.
42
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5. Social media. Put on your Facebook. Get a
Second Life. Can you Digg it?
44
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45
6. Education. Read. Evaluate. Talk to others.
SEO is not a magic bullet. But it can work.
46
7. Professional help. Skip the snake oil. Seek
out proven SEO partners. Treat them well.
47
7 Habits