Putting Your Website To Work

It’s Not Rocket Science

Image courtesy of yoism.org

Lots of Options -> Lots of Choices

SEO?SEM?

Pay per Click?

PR?

Banner Ads?

Offline Ads?

Search Engine Marketing Objectives

1. Increase Visibility / Traffic

2. Increase qualified leads / sales

3. Analyze the outcomes

4. Improve the website

Making Websites More Visible

Top Ranks Yield More Clicks. A Lot More.

Make the Site Search Engine Friendly

Inviting robots.txt file

Nice clean navigation

Helpful Sitemaps

Images Under Control!

Tasty text

Content is King. And Queen.Search Engines seek relevance.

Spiders read text best, sometimes only.

Targeted keywords match search queries.

Traffic happens naturally.

Linking for Ranking and Traffic

Word of Mouth

Proliferation of Social Models

Image by Robert Scoble and Darren Barefoot

Keyword Performance in PPC

Is it worth it?

Low Clickthrough Rate High Cost per ClickA Broad Match Keyword

Landing Pages & Concentrated Usability

Query: ‘SEO software’

Call to action

Calls to action

Testimonial as text

Measuring Outcomes

Continuous Improvement

StartSearch Engine Marketing Objectives, One More Time