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Adam Henige's 10.27.11 presentation to Seidman School of Business MKT 380 class.
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Search04/12/23
Netvantage Marketing
• About me:– GVSU 2000, MSU 2006
– Managing Partner of Netvantage Marketing• Specialize in SEO, paid search management,
social media and web analytics
– Background in marketing, consulting and multimedia production
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Basic concepts
• Paid search listings vs. organic listings
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Paid search listings
Organic search listings
Basic concepts
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• Approximate search engine breakdown
4
4. Build some back links
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Page title & URL
Header tags
Body copy
Alt tags
On page optimization factors
• Target individual pages with keywords
• The double edged sword– Designing a page for search engines and
users• Page titles for click through and ranking• Text that search engines like and gets users to
convert
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Off page optimization factors
• Links are the difference maker– Think of links as votes or referrals– At the most basic level, the more quality links
you have, the more important search engines think you are, and the better you’ll show up in the SERPs (search engine results pages)
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Pop Quiz
• If you search “click here” on Google what page comes up first?– No cheating!
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The answer
• Adobe Reader– But why?– No mention of “click here”
anywhere on the page or in the code
– The answer is links…VERY specific links
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Your Brand
Search and Your Brand
• How can search impact your brand?
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Search and Your Brand
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• Your market may not care much about brands. Ex. Pontoon boats
Deliciously measurable
• Applicable to most online marketing– Metrics to track
• ROC (Return on Click)• Bounce Rate• Pages Per Visit• Average Time on Site
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Questions?
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