Search Engine Marketing _ Optimization _SEO_ Overview _PPT_

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Search Engine Marketing _ Optimization _SEO_ Overview _PPT_ Powered By Docstoc
					        Search Engines
               &
Search Engine Optimization (SEO)
Agenda

• What is a Search Engine?
• Who Are the Most Popular Search Engines?
• Search Engine Statistics
• Why is Search Engine Marketing Important?
• What is an SEO Algorithm?
• Steps to developing a good SEO Strategy
• Ranking Factors
• Basics of Optimization
What is a Search Engine?

• Definition:      An internet-based tool that searches an index of documents for a
  particular term, phrase or text specified by the user. Commonly used to refer to
  large web-based search engines that search through billions of pages on the
  internet.

• Different than a Directory
   – Exercise: go to Yahoo directories


• Common Characteristics:
        •   Spider, Indexer, Database, Algorithm
        •   Find matching documents and display them according to relevance
        •   Frequent updates to documents searched and ranking algorithm
        •   Strive to produce “better,”more relevant results than competitors
Examples of Popular Search Engines
Search Engine Market Share
Search Engine Market Share (data)
How Do Search Engines Work?

•   Spider “crawls” the web to find new documents (web pages, other documents)
    typically by following hyperlinks from websites already in their database

•   Exercise: go to Search Engine Spider link at blog, “enter a favorite link”). Enter
    a web site that you frequently visit to see how a search engine looks at that
    page.

•   Search engines index the content (text, code) in these documents by adding it to
    their databases and then periodically updating this content

•   Search engines search their own databases when a user enters in a search to
    find related documents (not searching web pages in real-time)

•   Search engines rank the resulting documents using an algorithm (mathematical
    formula) by assigning various weights and ranking factors
Why is Search Engine Marketing Important?

•   85% of all traffic on the internet is referred to by search engines

•   90% of all users don’t look past the first 30 results
    (most only view top 10)

•   Many web sites are poorly optimized

•   Cost-effective advertising

•   Clear and measurable ROI

•   Operates under this assumption:
          More (relevant) traffic + Good Conversion Rate = More Sales/Leads
What is Search Engine Optimization?

• SEO = Search Engine Optimization

   – Refers to the process of “optimizing” both the
     on-page and off-page ranking factors
     in order to achieve high search engine rankings
     for targeted search terms.

   – Refers to the “industry” that has been created
     regarding using keyword searching a means of
      increasing relevant traffic to a website
What is an SEO Algorithm?

•   Top Secret! Only select employees of a search engine’s company
    know for certain

•   Reverse engineering, research ,and experimentation gives
    professionals a good idea of the major factors and
    approximate weight assignments

•   The SEO algorithm is constantly changed, tweaked & updated

•   Websites and documents being searched are also constantly changing

•   Varies by search engine – some give more weight to on-page factors,
    some to link popularity
Steps to Developing a Good SEO Strategy:

•   Research desirable keywords and search phrases
    Google, Yahoo, and Word Tracker provide with keywords

•   Identify search phrases to target (should be relevant to business/market,
    obtainable and profitable)

•   “Clean” and optimize a website’s HTML code for appropriate keyword density,
    title tag optimization, internal linking structure, headings and subheadings, etc.

•   Write copy to appeal to both search engines and actual website visitors

•   Study competitors (competing websites) and search engines

•   Implement a quality link building campaign

•   Add quality content

•   Constant monitoring of rankings for targeted search terms
Ranking factors

• On-Page Factors (Code & Content)
      •   Title tags <title> #3
      •   Header tags <h1> #5
      •   ALT image tags #4
      •   Content, Content, Content (Body text) <body> #1
      •   Hyperlink text #6
      •   Keyword frequency & density #2


• Off-Page Factors
      • Link Popularity (“votes” for your site) – adds credibility #2
      • Anchor text #1
What a Search Engine Sees

• View > Source (HTML code)
                         Pay Per Click




•   PPC ads appear as “sponsored listings”
•   Companies bid on price they are willing to pay “per click”
•   Typically have very good tracking tools and statistics
•   Ability to control ad text
•   Can set budgets and spending limits
•   Google AdWords and Overture are the two leaders
PPC vs. “Organic” SEO

               Pay-Per-Click                                     “Organic” SEO

• results in 1-2 days                              • results take 2 weeks to 4 months
• easier for a novice or one little knowledge of   • requires ongoing learning and experience to
SEO                                                achieve results
• ability to turn on and off at any moment         • very difficult to control flow of traffic
• generally more costly per visitor and per        • generally more cost-effective, does not
conversion                                         penalize for more traffic
• fewer impressions and exposure                   • SERPs are more popular than sponsored ads
• easier to compete in highly competitive          • very difficult to compete in highly competitive
market space (but it will cost you)                market space
• Ability to generate exposure on related sites    • ability to generate exposure on related
(AdSense)                                          websites and directories
• ability to target “local” markets                • more difficult to target local markets
• better for short-term and high-margin            • better for long-term and lower margin
campaigns                                          campaigns
Basic Tips & Optimization Techniques

•   Research keywords related to your business

•   Identify competitors, us benchmarking techniques and identify level of
    competition

•   Write descriptive title tags for each page

•   Use text links when ever possible (as opposed to image links)

•   Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)

•   Obtain inbound links from related websites

•   Monitor your search engine rankings and more importantly your website traffic
    statistics and sales/leads produced

•   Educate yourself about search engine marketing
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posted:10/19/2011
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