HP_SearchEngine101_eGuide by ScoreSMB


									www.hp.com/go/goodbusiness                                                                            www.score.org

  Search marketing is key to creating awareness for your website, business and/or product.
  Two major types of search marketing exist: natural (or organic) and paid search. Natural
  search refers to search engine results that are unbiased and chosen solely based on how
  relevant those results are to the original query. Paid search can refer to a number of ways in
  which you pay every time your site or page is included in the search engines, listed or clicked.

  Natural Search
  Search engines like Google, Bing, and Yahoo!, send out automated “crawlers”
  to scour the Internet, link by link, and gather information about the pages
                                                                                   SETTING UP
  and sites they visit. Next, the crawler indexes the site, recording all kinds ofYOUR WEBSITE
  information: content, images, inbound and outbound links, page title, description,
  keywords, language, and more.                                                  TO BE FRIENDLY
  Crawlers are completely automated and run 24/7, reporting back to the search   TO CRAWLERS IS
  engine what they find online. All the collected information is written into a
  database. When you search, search engines are really searching their own
                                                                               VITALLY IMPORTANT
  databases, which they update continuously. Search engines will visit your
  site anywhere from daily to monthly, but they all check back with
                                                                                TO YOUR SEARCH
  your site on a regular basis to see if you’ve added new pages or content.         EFFORTS.
  Learn more about all of the major search engines and directories at www.SearchEngineWatch.com.

  Paid Search
  Pay per click and paid inclusion are two different types of paid search options.

  Consider the following:
  ■   How much is each visitor worth to you? Knowing this cost is crucial to your spending.
  ■   How are your ads performing? Test different copy and see which ads users click the most and which ones
      lead to the most sales.
  ■   Which search engines perform best for you? Depending on your business and audience, one engine might
      be better than another.
  ■   Which keywords are most profitable for you? The phrase “baby toys” may be too expensive and “baby
      development” might cost far less, leading to higher profitability.
  ■   Are you geo-targeting your ads? You don’t want to show up for a nationwide search of “landscaping”
      if you only provide that service in Houston.

  Keeping track of your return on investment is vital to the success of your paid search campaign. Paid inclusion
  products are offered by most major search engines. Search engines are unable to crawl your entire site, visit as
  often as you want them to, or crawl database-driven pages. Paid inclusion allows
  you to pay for the guarantee that they will visit specific pages and do so often.          CONTENT HAS
                                                                                            ALWAYS BEEN,
  To decide if this is for you, consider the following questions: could you make
  changes to your site that would help the crawler; which pages are not in the
  crawler’s index; and what is the potential benefit to having these pages included?
                                                                                             AND STILL IS,
                          Keyword Tools
                          It’s smart to analyze what keywords your target market
                                                                                             KING OF ALL
                          uses to find you. There are several tools to help you.
                          Overture Keyword Selector, Miva Keyword Genrator                 SEARCH ENGINE
                          and Google AdWords Keyword Tool are all free, while
                          Wordtracker is a subscription-based service.

  Optimizing Your Site
  Search engines value content because it’s difficult to fake. Search engines cannot
  see graphics, tables and style—they want to know what your site is about. If you
  sell a product, describe it and its benefits; post reviews, charts and comparisons. Use
  your keyword list when creating or changing your content.

  Make your site appealing and easy for your customer to navigate. Keep your content focused and concise.
  Create three shorter pages about three separate topics rather than one page that covers them all.

  Search engines pay attention to the structure and organization of your site. Image-heavy pages are troublesome
  since search engines can’t “see” the graphics. If you turn off graphics in your browser, you’ll see what your page
  looks like to search engines—if you don’t see much, they won’t either. Flash-based sites and sites with Flash-based
  navigation can also present problems for crawlers.

  Build links into your site: When other sites value your content, you benefit from link traffic and link
  popularity. Getting links to your site is like getting job references. This is not something you can do overnight
  or even in several weeks. Approach this as a long-term strategy. Build your link popularity by providing good
  content on your site and linking to other sites with good content.

  URLs and Domain Names: A URL with keywords in it is good for your users and search engines. A clever domain
  name may be memorable for some people, but using keywords in your domain will help your search rankings.

  Title Tags and Meta Tags: Title tags are crucial for search engines: the text you place in the title tag appears
  in the reverse bar in your browser. It also appears when someone adds your site to his or her favorites or
  bookmarks. Meta tags allow you to add a description of your business or keywords that crawlers see, but visitors
  to your site do not.

  Submitting Your Site: If your site is new, start by adding it to a site like Yahoo!. Craft your description for the
  directories carefully and deliberately. Use your best words in a short sentence to describe your site. Take your
  time on this step because you only have one chance to submit your site.

www.hp.com/go/goodbusiness                                                                               www.score.org

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