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					SEARCH ENGINE MARKETING

BASICS
n Importance
                   WHY SEARCH ENGINES ARE IMPORTANT:
n Types & Terms
n Major Players
n Relationships
                     n   Over 80% of internet users reach sites through
                         a search engine. (Forester Research, 5 June 2002)
TECHNIQUES
n Spiders            n   They have a    global reach.
n Directories


                                                              you.
n Paid Placement
                     n   They help qualified customers find
CONCLUSION
n The Future
n Resources
                     n   Competitors will use them to grab those
                         customers...


                                                     Shouldn't you?
SEARCH ENGINE MARKETING

BASICS
n Importance
                   SEARCH ENGINE TYPES AND TERMS:
n Types & Terms
n Major Players    Portal
n Relationships        A website that typically allows a user to search the web, browse
                       a directory, view local weather, shop and more. Examples:
TECHNIQUES             MSN.com, Yahoo.com.
n Spiders
n Directories      Search Engine
n Paid Placement       A form for entering search phrases that returns a list of results.
                       These results usually include a mixture of data from directories,
CONCLUSION             spiders, and paid listings.
n The Future           Examples: Google.com, AllTheWeb.com.
n Resources
                   Meta-Search
                       A search form that allows users to get results from a number of
                       different search engines at once.
                       Examples: InfoSpace.com, Dogpile.com.

                   Directory
                       A collection of human-reviewed websites that have been
                       described and categorized by subject or location.
                       Examples: dir.yahoo.com, dmoz.org.

                   Spider\Index
                       A program that crawls hyperlinks from page to page and indexes
                       the content for use by search engines.
                       Examples: GoogleBot, Inktomi, FAST.
SEARCH ENGINE MARKETING

BASICS
n Importance
                   THE MAJOR PLAYERS IN THE SEARCH ENGINE WARS :
n Types & Terms
n Major Players
n Relationships

TECHNIQUES
n Spiders
n Directories
n Paid Placement

CONCLUSION
n The Future
n Resources




                                 http://searchenginewatch.com/reports/perday.html
SEARCH ENGINE MARKETING

BASICS
n Importance
                   RELATIONSHIPS BETWEEN THE MAJOR SEARCH
n Types & Terms    ENGINES:
n Major Players
n Relationships
                         2001                       2002                           2003
TECHNIQUES
n Spiders
n Directories        Portals:       14                  12                          11
n Paid Placement     Directories:    3                   3                           3
                     Spiders:        8                   7                           5
CONCLUSION
                     Paid Srvcs:     0                   1                           4
n The Future
n Resources
                     Many of the               Almost every                  Noticable
                     portals use the           portal now has a              competition with
                     same sources              unique                        sources reaching
                     and submissions           combination of                no more than 4
                     are usually free.         sources.                      portals.


                     2003 Interactive Relationship Map
                                         This map provides an easy interface for
                                         analyzing the search sources that will reach the
                                         most engines. (March 2003)
                                    http://touchgraph.sourceforge.net/index.html
SEARCH ENGINE MARKETING

BASICS
n Importance
                   TECHNIQUES: TAKE ADVANTAGE OF SPIDERS
n Types & Terms        Use META tags
n Major Players
n Relationships
                       Use image ALT tags
TECHNIQUES
n Spiders
                       Create doorway pages
n Directories
n Paid Placement       Beware of frames and dynamic URLs
CONCLUSION
                       Use external JavaScript and CSS files
n The Future
n Resources
                       Get relevant incoming links

                       Do not just list keywords
SEARCH ENGINE MARKETING

BASICS
n Importance
                   TECHNIQUES: GET LISTED IN DIRECTORIES
n Types & Terms        Define your business category
n Major Players
n Relationships
                       Specify your physical location
TECHNIQUES
n Spiders
                       Pages should have a clear title &
n Directories          description
n Paid Placement

CONCLUSION             No sales "fluff"
n The Future
n Resources
                       Realize that you have no control
SEARCH ENGINE MARKETING

BASICS
n Importance
                   TECHNIQUES: PAY-FOR-PLACEMENT SERVICES
n Types & Terms        Choose your keywords carefully
n Major Players
n Relationships
                       Know their system
TECHNIQUES
n Spiders
                       Periodically re-evalutate effectiveness
n Directories
n Paid Placement

CONCLUSION
n The Future
n Resources
SEARCH ENGINE MARKETING

BASICS
n Importance
                   THE FUTURE OF SEARCH ENGINES
n Types & Terms        This constantly morphing collection of companies will probably
n Major Players        not settle down for a couple more years. For Example: Overture
n Relationships
                       has recently purchased AllTheWeb, FAST, and AltaVista, and
                       Yahoo has purchased Inktomi.
TECHNIQUES
                       The technologies are continuously improving for search engines
n Spiders              and spiders.
n Directories
n Paid Placement       They have also found that data indexing and categorization for
                       enterprises is a lucrative market.
CONCLUSION
n The Future           As we become more immune to advertising, they will likely sell
n Resources
                       incresingly more interactive paid listings.
SEARCH ENGINE MARKETING

BASICS
n Importance
                   FREE ONLINE TOOLS FOR SEARCH ENGINE
n Types & Terms    OPTIMIZATION
n Major Players    WordTracker
n Relationships        Walks you through defining the keywords that you should target.
                       It shows the popularity and number of competing links for each
TECHNIQUES             word or phrase.
n Spiders
                         http://wordtracker.com/
n Directories
                   RankPilot
n Paid Placement
                        Checks for the position of your site by keyword or phrase in
CONCLUSION              several major search engines.
                         http://www.rankpilot.com/
n The Future
n Resources        Meta Tag Builder
                        You enter keywords, title, description, etc. and the code is
                        generated for you. Just copy and paste as directed.
                         http://www.bcentral.com/products/metatags.asp

                   Search Engine Browser
                        View how your site listing will appear in most search engine
                        results. Also good for identifying your top keywords on a page.
                         http://www.anybrowser.com/EngineView.html

                   Text Viewer
                         View your site as a spider would see it: text only.
                         http://www.delorie.com/web/lynxview.html

                   Link Checker
                         Check your pages for broken links.
                         http://www.anybrowser.com/linkchecker.html

                   The Engines Themselves
                        Some of the engines have their own built in methods for seeing
                        which pages are included in their indexes. Just use the following
                        phrases in their search box:

                         Google.com
                         Link:www.yourdomain.com
                         Related:www.yourdomain.com

                         AllTheWeb.com
                         www.yourdomain.com
                         Link:www.yourdomain.com

				
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