Search-Engine-Marketing-Overview by gjmpzlaezgx

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									                           Search Engine Marketing


                                   Presentation by Jon Payne
                               President, Ephricon Web Marketing

                                 What is Search Engine Marketing?
                                  How Do Search Engines Work?
                              How Can My Business Get High Rankings?


Presentation by Jon Payne
President, Ephricon Web Marketing                                      Ephricon Web Marketing
Agenda

  • What is a Search Engine? (1/2)         • What a Search Engine Sees
  • What is a Search Engine? (2/2)         • So What is the Algorithm?
  • Why Search Engine Marketing?           • What’s an SEO?
  • Major Search Engines (1/2)             • What Does a (good) SEO Do?
                                           • What SEO is NOT
  • Major Search Engines (2/2)
                                           • Farms, Black Hats & “Ethics”
  • A Search Engine’s Goals & Objectives
                                           • Pay Per Click SEM
  • Anatomy of a Search Engine             • Pay Per Click vs. “Organic” SEO
  • How Do Search Engines Work?            • Basic Tips & Optimization Techniques
  • Ranking Factors                        • Resources




Presentation by Jon Payne
President, Ephricon Web Marketing                                  Ephricon Web Marketing
What is a Search Engine? (1/2)

• Def:       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

• 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



Presentation by Jon Payne
President, Ephricon Web Marketing                                         Ephricon Web Marketing
What is a Search Engine? (2/2)




Presentation by Jon Payne
President, Ephricon Web Marketing   Ephricon Web Marketing
Why Search Engine Marketing?

•    85% of all traffic on the internet is referred from a search engine

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

•    Many websites aren’t even indexed, most are poorly optimized and get very little
     traffic from the search engines

•    Cost-effective advertising

•    Clear and measurable ROI

•    Operates under this assumption:
                          More (relevant) traffic + Good Conv. Rate = More Sales/Leads



Presentation by Jon Payne
President, Ephricon Web Marketing                                                 Ephricon Web Marketing
Major Search Engines (1/2)

What Search Engines Are the Most Popular?
      Figures below show what percentage of US internet users accessed the corresponding
      sites at least once during a given month. Counts only search-specific visits.
      (Nielsen//NetRatings – June 2004)



                                1. Google – 41.6%
                                2. Yahoo – 31.5%
                                3. MSN – 27.4%
                                4. AOL – 13.6%
                                5. Ask Jeeves – 7.0%


Presentation by Jon Payne
President, Ephricon Web Marketing                                           Ephricon Web Marketing
Major Search Engines (2/2)

• Google feeds AOL, Netscape, Earthlink & others

• Yahoo owns Overture, AltaVista, AlltheWeb, FAST & others

• Google, Yahoo & MSN results account for 80-90% of all search
  traffic (rough estimate)




Presentation by Jon Payne
President, Ephricon Web Marketing                  Ephricon Web Marketing
A Search Engines Goals & Objectives

• Accumulate large index (database) of web documents to search

• Provide highly-relevant results to users (better than competitors)

• Generate revenue via paid advertising and related business
  ventures that typically leverage large amount of traffic




Presentation by Jon Payne
President, Ephricon Web Marketing                      Ephricon Web Marketing
Anatomy of a Search Engine



                                    Search box


                                    Sponsored Listings
                                    aka PPC




                                       “Organic” Results
                                       aka SERPs


Presentation by Jon Payne
President, Ephricon Web Marketing       Ephricon Web Marketing
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 the database

•    Search engine indexes the content (text, code) in these documents by adding it
     to their huge databases and periodically updates this content

•    Search engine searches its own database when user enters in a search to find
     related documents (not searching web pages in real-time)

•    Search engine ranks resulting documents using an algorithm (mathematical
     formula) that assigns various weights to various ranking factors




Presentation by Jon Payne
President, Ephricon Web Marketing                                    Ephricon Web Marketing
Ranking Factors

• On-Page Factors (Code & Content)
               •   Title tags <title>
               •   Header tags <h1>
               •   ALT image tags
               •   Content, Content, Content (Body text) <body>
               •   Hyperlink text
               •   Keyword frequency & density


• Off-Page Factors
               • Link Popularity (“votes” for your site) – adds credibility
               • Anchor text




Presentation by Jon Payne
President, Ephricon Web Marketing                                             Ephricon Web Marketing
What a Search Engine Sees

• View > Source (HTML code)

• http://www.delorie.com/web/lynxview.html (HTML text, no
  images and little formatting)




Presentation by Jon Payne
President, Ephricon Web Marketing                   Ephricon Web Marketing
So What is the Algorithm?

•    Top Secret! Only select employees of the actual search engines know
     for certain

•    Reverse engineering, research and experiments gives SEOs (search
     engine optimization professionals) a “pretty good” idea of major factors
     and approximate weight assignments

•    Constantly changing, tweaking, updating is done to the algorithm

•    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


Presentation by Jon Payne
President, Ephricon Web Marketing                               Ephricon Web Marketing
What’s an SEO?

• 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 revolves around obtaining high rankings in the
         search engines for desirable keyword search terms as a means of
         increasing the relevant traffic to a given website.

       – Refers to an individual or company that optimizes websites for its clientele.

       – Has a number of related meanings, and usually refers to an individual/firm
         that focuses on optimizing for “organic” search engine rankings


Presentation by Jon Payne
President, Ephricon Web Marketing                                       Ephricon Web Marketing
What Does a (good) SEO Do?
•    Researches desirable keywords and search phrases
     (WordTracker, Overture, Google AdWords)

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

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

•    Helps in writing copy to appeal to both search engines and actual website visitors

•    Studies competitors (competing websites) and search engines

•    Implements a quality link building campaign

•    Pushes for more content!

•    Monitors rankings for targeted search terms


Presentation by Jon Payne
President, Ephricon Web Marketing                                               Ephricon Web Marketing
What SEO is NOT

• Search Engine Submission only

• “Submit your website to 5,000 search engines”

• An overnight process (typically takes 3-4 months to show
  significant results)

• A one-time process (in many cases requires a continual, long-
  term focus for best results)

• A $29.95 one-time fee!

Presentation by Jon Payne
President, Ephricon Web Marketing                    Ephricon Web Marketing
Farms, Black Hats & “Ethics”
•    Black Hat SEO – refers to various “tricks of the trade” that are often questioned as
     “ethical” by some SEOs. Typically refers to a tactic intended to misrepresent a
     website by displaying different information to the search engine versus the user.
     >> hidden text, redirects, etc.

•    “Ethical SEO” – refers to methods used to improve rankings while still presenting the
     same information to both users and search engines.

•    Link Farms – sites/pages that may have thousands of links, often to unrelated sites.
     Typically they provide these links in exchange for links to their site in an attempt to
     improve their rankings. Reciprocal linking is common and generally accepted when
     not excessive and an attempt is made to provide value to the site visitor.

•    Google Bombing – establishing links with certain anchor text in order to achieve a
     high ranking for that term. Again, this becomes questionable when an attempt is
     made to misrepresent the website. (Miserable Failure example)



Presentation by Jon Payne
President, Ephricon Web Marketing                                            Ephricon Web Marketing
Pay Per Click SEM




•    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


Presentation by Jon Payne
President, Ephricon Web Marketing
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 without much        • requires ongoing learning and experience to
knowledge of SEO                                 reap 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, doesn’t
conversion                                       penalize for more traffic
• fewer impressions and exposure                 • SERPs are more popular than sponsored ads
• easy to compete in highly competitive market   • very difficult to compete in highly competitive
space (but it will cost you)                     market space
• can generate exposure on related sites         • can generate exposure on related websites
(AdSense)                                        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
Presentation by Jon Payne
President, Ephricon Web Marketing
Basic Tips & Optimization Techniques

•    Research keywords related to your business
•    Identify competitors, utilize benchmarking techniques and identify level of
     competition
•    Utilize descriptive title tags for each page
•    Ensure that your text is HTML text and not image text
•    Use text links when possible
•    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 or consult a search engine
     optimization firm or SEO expert




Presentation by Jon Payne
President, Ephricon Web Marketing                                     Ephricon Web Marketing
Resources

Statistics Provided By
• Search Engine Watch – www.searchenginewatch.com
• Neilsen//NetRatings - www.nielsen-netratings.com
• My own experience, opinion and bias 

For More Information
• Various SEO Forums & Resources online
• Ephricon Web Marketing – www.ephricon.com
• Google (of course) – www.google.com



Presentation by Jon Payne
President, Ephricon Web Marketing               Ephricon Web Marketing

								
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