Search Engine Marketing Past Current Future

1
Search Engine MarketingPastCurrent Future
Tactics
2
(No Transcript)
3
The Past Google Results
4
(No Transcript)
5
The Current Google Results
http//www.google.com/search?hlenqiphone
6
(No Transcript)
7
Paid Search Remains the Same for Now.
8
The Future Search Results
.com
Publicity
Multi-Media
User Generated Content
Their Blogs
Online Advertising
In Your Control
9
Search Engine Marketing is all about Visibility.
The goal is to be visible in search results when
someone is looking for your products and
services.
10
Why is Search Important?

• Highest ROI
• Entry Point to all things
• Measurable
• Optimizable
• Deal Closer

11
Goal of Search Engine Optimization

• High Rankings in Organic Search Engine Results,
  for all media elements, that Increase Quality
  Traffic to Website.

12
The Golden Triangle
An Eyetracking study by Enquiro showed that over
75 of all clicks on a search engine results page
were on natural search listings.
Fold
Heat map showing concentration of attention and
clicks in the Natural Search listings (Source
Eyetools EyeTracking Study, June 2005)
13
What is Search Engine Optimization (SEO)?

• There are two components to SEO
• (1) Indexing
• (2) Ranking
• SEO is the process of optimizing a web site so
  all pages within the site (1) are accessible and
  friendly to spiders for indexing and (2) rank
  highly in the natural search results for the
  keywords targeted.

14
Components of SEO

• Ranking
• Source-Code Optimization
• Content
• Tags
• Connection Optimization
• Link Popularity
• Internal
• External

• Indexing
• On-Site Optimization
• Architecture
• Link Structure
• Domain Usage
• File Naming
• 23 elements in Audit
• Off/On-site Optimization
• Blogs
• Directories
• Videos
• Images
• News
• Shopping

15
Challenge 1Getting all pages/Media elements
into the SE Index
16
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

17
SEO Barriers to Indexing Remove them!

• 1) Can/will this page be found by the engines?
• Search engines need a crawlable path to find
  your page
• 2) Can this pages content be read?
• Search engines cannot read some types of content

18
Challenge 2 Enough Content (Relevant Keywords)

• Keyword research verify which terms searchers
  are using to find your products and services
• Map the Keywords to Pages that you have chosen as
  the ones you WANT to have show up
• Flag content that is not represented

19
When to Select Keywords

• Ideally BEFORE you write content
• That way copywriters can integrate keywords into
  copy from the start
• You can also optimize existing content

Included in page heading
Keyword camera accessories
Included in article text
20
Important Source Code Optimization Elements

• TITLE Tag
• Meta Tags
• Image Tags
• Headings (part of content but critical)
• Link Title tags
• Hyperlink text

21
Meta tags what are they?

• Source code recommendations pertain to individual
  web pages

Title tag
lttitlegtSSL Certificates - 128-bit SSL Encryption
from VeriSign, Inc.lt/titlegt ltmeta
name"description" content"SSL Certificates
secure Web sites, intranets, and extranets for
e-commerce and confidential communications with
the strongest possible SSL encryption."gt ltmeta
name"keywords" content"ssl, ssl certificate,
ssl certficates, ssl encryption, 128-bit,
encryption, openssl, secure servers, internet
security, 128-bit, encryption, openssl, secure
servers, internet security, verisign,
verisign.com, verisign inc"gt
Keywords Description tags
22
More Content Better Rankings?

• Relevant content is one of the most important
  factors in search engine rankings and directory
  listings.
• Search engines generally consider pages without
  keyword-rich content as less useful to searchers
  than pages that have good content, and will rank
  them accordingly.

Guideline Try to include at least 250
characters of HTML content per page (not
including links!). Most pages that rank well
have 100 words of content.
23
Proceed with Caution

• Build pages with your user in mind
• Do not sacrifice usability/readability for SEO
  tactics
• Incorporate SEO tactics where it makes sense and
  adds value to the page/site without taking away
  from usability
• Most SEO tactics complement usability if not, it
  could be considered spam

24
Make Sense to Your Readers

• If it makes sense to a person, it makes sense to
  the search engines.
• If you think it is important, search engines will
  think it is important.
• Rankings dont matter if the page doesnt
  convert.
• Be creative!

25
Thank You. Barbara webmama Coll