Professional Search Engine Marketing

Document Sample
Professional Search Engine Marketing Powered By Docstoc
					It's Not Just Paid Search! - Part One

The webinar will begin in 10 minutes


     Audio Instructions:
                                                                        SEMPO
     Toll number – 1-267-238-2480
     Toll-free number – 1-888-667-3101
     Participant Code – 16651471


     Technical Support For Both Audio and Visual:
     1.800.820.8023 or 44 (0)870 001 7726
www.sempo.org             Search Engine Marketing Professional Organization     1
It's Not Just Paid Search! - Part One

The webinar will begin in 5 minutes


     Audio Instructions:
                                                                        SEMPO
     Toll number – 1-267-238-2480
     Toll-free number – 1-888-667-3101
     Participant Code – 16651471


     Technical Support For Both Audio and Visual:
     1.800.820.8023 or 44 (0)870 001 7726
www.sempo.org             Search Engine Marketing Professional Organization     2
It's Not Just Paid Search! - Part One

The webinar will begin momentarily


     Audio Instructions:
                                                                        SEMPO
     Toll number – 1-267-238-2480
     Toll-free number – 1-888-667-3101
     Participant Code – 16651471


     Technical Support For Both Audio and Visual:
     1.800.820.8023 or 44 (0)870 001 7726
www.sempo.org             Search Engine Marketing Professional Organization     3
It's Not Just Paid Search! - Part One


                                                                                  SEMPO

        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the
        “chat” feature.

www.sempo.org                       Search Engine Marketing Professional Organization                     4
Agenda

■   Introduction and Review
■   Review Search Engine Marketing
■   What is SEO?
■   Why perform SEO?
■   How Search Engines Work
■   The Process of SEO
■   Benefits of SEO
■   Possible SEO Obstacles
■   Statistics About SEO and Paid Search
■   Q&A
■   SEMPO Sponsors / Sources



          1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
          2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                   5
Introduction: Presenter and Topic




 Your Presenter: Chris Boggs                                                    Chris Boggs is Director
                                                                                of Online Marketing for
                                                                                G3Group, a SEMPO
                                                                                member




                               “It’s Not Just Paid Search: Part 1”
                SEMPO provides an introductory glimpse into gaining first page
                         search engine rankings “the hard way.”




        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 6
What is SEO?

                                         “SEO”
                                Search Engine Optimization
   SEO = A process of improving web pages so that they have the ability
    to rank higher in Search Engine Results pages (SERP’s). It
    specifically references NON-PAID SERP ranking.

        □       Targeted: popular “keyword phrases”
        □       Three basic elements of SEO:
                • On-Page Optimization
                • On-Site Optimization
                • Off-Site Optimization

   Higher ranking pages on popular phrases equals greater traffic
   Greater traffic should equal greater conversions/sales (If not: Usability
       issues exist…another topic!)

        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 7
What is SEO? (continued)

 Other terms used to describe Search Engine Optimization:
   □ Search Engine Marketing (SEM)
   □ Search Engine Positioning (SEP)
   □ Internet Marketing
   □ Website Marketing
   □ Website Promotion

 Lastly: SEO is HOT!
   □ Companies in a competitive keyword arena not addressing this issue may
        lose business and market share.
      □ Ford Motor Company example: $150,000,000 earmarked for online
        marketing in 2005, or 15% of $1B budget.




        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 8
SEO…Why?

Why Search Engine Optimization???


 REACH Almost 80% of internet users rely on Search Engines and Directories
    to find the information they need.

 ACCESSIBILITY SEO helps to ensure that a site is accessible to a search
    engine and improves the chances that the site will be found in top rankings.

 USABILITY SEO will make a site more user-friendly when accomplished
    properly

 LOCATION It is common practice for Internet users to not click through pages
    and pages of search results, so high rank is essential for directing more traffic
    toward the site and grabbing visible market share among potential customers.


        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 9
Why SEO? (Continued)
Some reasons to perform SEO:

 Major Search Engines attract more distinct visitors than almost any other Web
  sites.

 85% of all Internet user sessions involve someone browsing a Search Engine.

 Research has shown that users hardly ever go beyond the top 30 Search
  Engine rankings for a single search. It is estimated that the top 30 results
  receive over 90% of search traffic.

 Consumers use search engines to locate and buy goods or to research many
  decisions.

 68% of people using search engines use two or more words in their search
  strings.

 People finding your site via Search Engines are more qualified targets for your
  products and services: they searched for what you offer!
       1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
       2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                            Search Engine Marketing Professional Organization                               10
How do Search Engines Work?

■ Crawler Based Search Engines accomplish three basic tasks:

      1. Crawling the Internet
      2. Indexing Content and Links
      3. Ranking by Algorithm



■ Step 1: Crawling

      □ Every crawler-based Search Engine has its own “Spider” (also called the
        Crawler).
      □ The Spider visits a web page, “reads” it to classify its contents, and then
        follows links to other pages within the site.
      □ Depending on the Search Engine and the site’s content, the Spider returns
        to the site periodically to look for changes.

        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 11
How Search Engines Work (Continued)

 Step 2: Indexing

      □ Once the Spider finds the site it goes into one of the Search Engine
          “indexes.”

      □ The index is a database containing a copy of every web page that the Spider
          finds. If a web page changes, this database is updated with new information.

      □ Sometimes it can take a while for new pages or changes that the Spider
          finds to be added to the index. Thus, a web page may have been “Spidered"
          but not yet "indexed." Until it is indexed -- added to the index -- it is not
          available to those searching with the Search Engine.




         1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
         2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                  12
How Search Engines Work (Continued)

■ Step 3: Ranking by Algorithm

      □ Ranking sites is the third process of a Search Engine (and most important).
          This is the program that sifts through the millions of pages recorded in the
          index to find matches to a keyword search, and rank them in order of what it
          believes is most relevant to the query.

      □ Every Search Engine has its own algorithm(s) to rank the pages. That is the
          reason why you find different results on different search engines for the
          same keyword search.

      □ All Search Engines prefer not to disclose their algorithms so no one can
          influence the natural (non-paid) ranking, and they can provide quality search
          results to the web surfer. There is also a tendency to change the algorithm
          occasionally to maintain quality of search results.

        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 13
The SEO Process Introduced

 Search Engine Optimization process is not about tricking the Search
  Engines.
      □ It is about understanding what elements Search Engines look for on a page to help
          determine the relevance of the page to a search term. By understanding what page
          elements the search engines take into consideration, and making adjustments to
          better present your page, you can improve your rank for a search term.


 There are a large variety of methods to perform SEO. Every step and
  process depends upon the niche and requirement of the website.

 Basic formula or “Roux” of the SEO process can be broken down to
  three parts:
      1. On-Page Optimization
      2. On-Site Optimization
      3. Off-Site Optimization


        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 14
SEO Process (Continued)

   ■ On-Page Optimization




               Title                                                    Content of Web Page
               Meta Keywords                                            Keyword Density
               Meta Description                                         Optimized URL Structure
               Robots File                                              Anchor Text
               Header                                                   Inter Linking
               Alt Text                                                 Site Map
               Alt Image Tag                                            Google Site Map




        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 15
SEO Process (Continued)

■ On-Site Optimization

       Age of domain – the older the better

       Check the visibility of website on various Search Engines

       Architecture of the website from Search Engine point of view

       Architecture of the website from user point of view

       Niche of website

       Selection of keywords

       Competition in SERPs

       Page size
        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 16
SEO Process (Continued)

■ Off-Site Optimization

       Link Building
                • Global Directory Submission
                • Regional Directory Submission
                • Topical Directory Submission

       Link with Network Site

       Link Exchange / Reciprocal Link

       Blog Creation

       Article Submission




        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 17
Benefits of SEO


■   Reduced marketing costs
■   Lowest cost form of search engine traffic, cost may decrease over time
■   Branding value
■   Long term growth in site visitors
■   Increased sales or leads
■   Provide high levels of credibility
■   Broad coverage on potentially every Search Engine worldwide
■   60% of Search Engine screen devoted to Natural Rankings
■   Savvy searchers have higher regard for Natural Rankings (consider
    them editorial endorsements)



        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 18
Possible SEO Obstacles


■ No overnight results

■ Required maintenance of Website

■ No one can guarantee for ranking

■ Fluctuating Search Engine positions




        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 19
Statistics About SEO and Paid Search

                                   Traffic Comparison
                            Organic Ranking Vs. PPC Ranking




                  “PPC” has stable traffic volume from the beginning while
                  “Organic Ranking” traffic volume seems low earlier but it
                  may move higher with time.

        1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
        2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                 20
Statistics About SEO and Paid Search

                            Combined Traffic Comparison
                          Organic Ranking With PPC Ranking




                  Combined efforts get PPC traffic from the beginning and
                  add Natural Ranking traffic with time, increasing
                  consistently and Maximizing ROI.

         1. Technical Support For Both Audio and Visual: 1.800.820.8023 or 44 (0)870 001 7726
         2. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

www.sempo.org                           Search Engine Marketing Professional Organization                                  21
                    Q&A
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION
SEMPO Sponsors / References




■ http://www.marketingvox.com/archives/2005/08/25/online_gets_15_percent_of_1
  b_ford_marketing_budget/index.php
■ Marketing Sherpa Buyer’s Guide to SEO Firms


www.sempo.org            Search Engine Marketing Professional Organization   23
      SEMPO, Inc.
      401 Edgewater Place, Suite 600
      Wakefield, Massachusetts 01880
                                               SEMPO
      781.876.8866
      info@sempo.org




www.sempo.org                Search Engine Marketing Professional Organization   24

				
DOCUMENT INFO
Description: Professional Search Engine Marketing document sample