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					Search Engine Marketing &

          Movin’ On Up!
   How to get better rankings and
    drive traffic to your Web site.
            Stefanie Moore
             First Things First
To effectively drive traffic you must ask:
1. Who is your target audience?
2. What do you want them to do on your
   Web site?
3. How will you get a return on your
4. What is your available budget?

Source: American Marketing Association
      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.
     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
        Search Engine Marketing
• 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
Source: Wikipedia
  Search Engine Optimization
• Improves ranking of a Web site in “natural,”
  “organic” or "algorithmic” search results
• Increases site traffic
• Assists in “converting” unique visitors to
• Considers how people search and how
  search engines index
SEO Impacts Organic Results
            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
SEO Tips - Choosing the Best
         Pace Yourself
Tips on Choosing Keywords
• Think through business goals &
• Think through brand names.
• Watch the broad search terms.
• Be careful with narrow search terms.
• Check Google competing pages.
• Watch the quotation marks.
    Tips on Choosing Keywords
•   The singular vs. plural debate.
•   Don’t 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
  Tips on Choosing Keywords

• Be careful when mining keywords from
  competitors’ Web sites.
• Don’t use competitors’ corporate names
  or brands.
• Ask people – all kinds.
• Dust off your thesaurus (or go online).
• Analyze log files.
 Search Engine Optimization –
      What You Can Do
• Register your site.
  – Ex.
• 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.
 SEO No No’s

Avoid Bad Techniques
  Search Engine Optimization
• Don't use frames in the page design
• Avoid long URLs and “=” and “?”
• Don’t duplicate copy
         Description Overload
• Avoid long meta
• Laundry list of
  keywords may
  not match
     Overdone Visible Text
Massive keyword repetition in a small space
 may annoy Web site visitors. Looks blatant.
Too Many Links
           • Yes, links in
             content are
           • Too many
             may be
             viewed as
Text in Unusual Places
               • Avoid all forms of
                 hidden text.
               • Make font colors
                 and sizes match
               • Excessive
                 keywords offer no
An SEO Case Study
Content Modifications
Meta Data in Source Code
              Let’s Test It!

   Search for “Ohio       Search for “physics
universities” in Google   degrees” in Yahoo

    Search for “top       Search for “computer
universities” in Google    technology classes”  
        KSU SEO
May 2007 Ranking Highlights
KSU SEO Traffic Highlights
KSU SEO Search Engine Traffic
       Other SEO Case Studies
An SEM Case Study
       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.
Sponsored link –
means we’re
paying for this
Sponsored link –
means we’re
paying for this
           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.
7 Habits of SEO-Centric
     Web Design
      Dino Baskovic
1. XML Sitemaps.
Make your own.
Submit them to
search engines.
Submit often.
2. Friendly URLs.
Ones people can
actually read. And
search engines love.

3. Simple design.
Less is more. As in,
clean up your code.
And ease up on the
4. Metrics. Pay
attention to them.
Salt to taste. But
don’t obsess.
5. Social media. Put
on your Facebook.
Get a Second Life.
Can you Digg it?
6. Education. Read.
Evaluate. Talk to
others. SEO is not a
magic bullet. But it
can work.
7. Professional help.
Skip the snake oil.
Seek out proven
SEO partners.
Treat them well.
                 “7 Habits”
1.   XML sitemaps
2.   Friendly URLs
3.   Simple design
4.   Metrics
5.   Social media
6.   Education
7.   Professional help
   Traffic and SEO Resources
• American Marketing Association
• Fathom SEO
• WordTracker
• Know your link popularity
• Free Search Engine Marketing Tools