Fionn Downhill

1
Marketing Your Website in the Search Engines

• Fionn Downhill
• CEO Elixir Systems
• (www.elixirsystems.com)

2
Being 1 in Google

• Search Engine Optimization (SEO)
• Organic/Natural Rankings
• Delayed Gratification
• Pay per Click (PPC)
• Purchased Visibility
• Instant Gratification

3
Google Organic Listings
4
Google Sponsored Links
5
SEO

• Search Engine Optimization
• Organic listings
• Link Building
• Directories
• Reciprocal links
• Published articles
• Content
• E-mail Marketing
• Building Lists
• Campaign Management
• Pay Advertising
• Sponsored Ads
• Pay per click
• Pay per call

• Affiliate Marketing
• Merchant
• Advertiser
• Blogging, RSS Feeds Podcasting
• Blogging for Pleasure and Profit
• Publishing Reading RSS Feeds
• Podcasting The Future?

• Search Engine Optimization
• Organic listings

6
Search Engine Spiders

• Search engine spiders do two things
• Index Content
• Follow Links

7
Keywords

• The Starting Place
• Keywords and Keyphrases

8
Keyword Discovery

• Brainstorm Research
• Develop a List of Your Own 100
• Ask Friends, Family, Neighbors, etc.
• Study Your Competition
• Research Online

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Keyword Usage

• Domain Name
• Page File Names
• Content
• Image Names
• HTML code
• Links

Keyphrases
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Keyword Selection

• Online Resources
• Google AdWords Keyword Tool https//adwords.googl
  e.com/select/KeywordToolExternal
• Wordtracker http//www.wordtracker.com/
• Keyword Discovery http//www.keyworddiscovery.com
  /
• SpyFuhttp//www.spyfu.com

11
Spider Food 1

• Search Engine Optimization
• Organic listings
• Link Building
• Directories
• Reciprocal links
• Published articles
• Content
• E-mail Marketing
• Building Lists
• Campaign Management
• Pay Advertising
• Sponsored Ads
• Pay per click
• Pay per call

• Affiliate Marketing
• Merchant
• Advertiser
• Blogging, RSS Feeds Podcasting
• Blogging for Pleasure and Profit
• Publishing Reading RSS Feeds
• Podcasting The Future?

• Content is King
• Unique
• 200-600 Words
• Keyword Rich
• Not Spammy!

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Spider Food 2

• Search Engine Optimization
• Organic listings
• Link Building
• Directories
• Reciprocal links
• Published articles
• Content
• E-mail Marketing
• Building Lists
• Campaign Management
• Pay Advertising
• Sponsored Ads
• Pay per click
• Pay per call

• Affiliate Marketing
• Merchant
• Advertiser
• Blogging, RSS Feeds Podcasting
• Blogging for Pleasure and Profit
• Publishing Reading RSS Feeds
• Podcasting The Future?

• Link Building
• Content
• Directories
• Social Media

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Spider Link Assessment

• Good
• Family Friends
• Quality Directories
• Business Partners/Associates

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Spider Link Assessment

• Better
• Authoritative sites in your industry
• Major media outlets

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Spider Link Assessment

• Best
• Incoming links from authority sites using your
  key phrases as the link text

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Spider Link Assessment

• Bad Link Sources
• Circular Links (A gt B gt C gt A)
• Participating in Link Farms
• Linking out to spammy non-relevant sites

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Link Building Strategy

• Be a Resource
• Publish Articles
• Provide Testimonials
• Create Awards
• Host Contests, Quizzes
• Encourage User Generated Content
• Publish RSS Feeds
• Provide Reviews, Comparisons
• Publish Press Releases

18
Social Media

• Generates Links and Traffic
• The Digg effect
• Unpredictable
• Social Bookmarking vs. Social Networking
• Bookmarks are votes
• Networking sites allow you to connect with folks
  in your industry
• Must be active to see rewards

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Social Media Sites

• Social Bookmarking
• Digg (http//www.digg.com)
• Stumbleupon (http//www.stumbleupon.com)
• Reddit (http//www.reddit.com)
• del.icio.us (http//del.icio.us)
• Social Networking
• Facebook (http//www.facebook.com)
• MySpace (http//www.myspace.com)
• LinkedIn (http//www.linkedin.com)
• Twitter (http//www.twitter.com)

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Measuring Your Success
21
Analytics Resources

• Paid
• Hitslink http//www.hitslink.com/
• Coremetrics http//www.coremetrics.com/solutions/
  web_analytics.php
• Omniture (HBX) http//www.omniture.com/products/w
  eb_analytics/sitecatalyst
• Webtrends http//www.webtrends.com/Products/WebTr
  endsAnalytics8.aspx
• Click Tracks http//www.clicktracks.com/product.p
  hp

• Free
• Google Analyticshttp//www.google.com/analytics/
  indexu.html
• AW Stats http//awstats.sourceforge.net/
• Web CEO http//www.websiteceo.com/hit_counter.htm
  
• Webalizer http//www.mrunix.net/webalizer/
• Relaxhttp//ktmatu.com/software/relax/

22
Marketing Your Website in the Search Engines
Break.

• Fionn Downhill
• CEO www.elixirsystems.com

23
Advertising on Google

• Search Engine Optimization
• Organic listings
• Link Building
• Directories
• Reciprocal links
• Published articles
• Content
• E-mail Marketing
• Building Lists
• Campaign Management
• Pay Advertising
• Sponsored Ads
• Pay per click
• Pay per call

• Affiliate Marketing
• Merchant
• Advertiser
• Blogging, RSS Feeds Podcasting
• Blogging for Pleasure and Profit
• Publishing Reading RSS Feeds
• Podcasting The Future?

• Pay per Click Advertising
• Sponsored Ads
• Pay per click (PPC)
• Pay per action

24
Google AdWords

• Bidding on keywords from research
• Creating ads
• Title
• Description
• Display URL
• Destination URL
• Building landing pages
• Using existing website pages
• Creating specialized landing pages

25
Where do ads show?

• Sponsored Links in Googles Search Results Pages
  (SERP)
• Sponsored Links in Googles Partner Network
• Sponsored Links as seen on Websites

26
Google SERPs
27
Other Websites
28
The Engines Google
Over 50 of Web Searches
http//adwords.google.com/
29
The Engines Yahoo
20 of Web Searches
http//searchmarketing.yahoo.com/
30
The Engines MSN
10 of Web Searches
http//adcenter.microsoft.com/
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PPC Strategy

• Generate Visitors
• Testing Ground for Different Campaigns
• SEO
• Product
• Webpage Layout

32
Conversions or Not?!
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The Steps

• Generate Organize a Keyword List
• Create Ads
• Determine Initial Budget
• Set up Campaign
• Monitor Results
• A/B Multivariate Testing
• Determine
• ROAS (return on ad spend)
• ROI (return on investment)
• Assess Your Website

34
Marketing Your Website in the Search Engines

• Fionn Downhill
• CEO www.elixirsystems.com
• 602 494 6326