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During this session, participants discovered what search engines value in a webpage, how to construct a webpage and website in the optimum manner, and how to optimize the content for top ranking in search engine results.
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Voices.com
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David CiccarelliChief Executive Officer
Search Engine Marketing in the Google Era
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People use search engines to...
Find websites, blogs
Find people
Find locations
Find images
Find videos
Why Search?
Search engines are the most powerful medium to
reach customers because you meet them at their point
of need.
90% of online Web sessions begin with a search.
81% of users find web sites they were looking for
through search engines.
The Facts
95% of users don’t go beyond the first 3 pages of
search results before they try another keyword.
30% of users believe companies found in the top
search results are a major brand in their product or
service category.
Search engines average 300-500 million searches per
day.
Google has 60% market share, 90% in technology
industries.
Two ApproachesSearch Engine Optimization
(SEO)Search Engine Marketing (SEM)
Less control More control
Search engine creates a description
You describe your website
Traffic varies Guaranteed website traffic
Free Pay-Per-Click
๏ Process of strategic analysis, placement and enhancement of keywords and text on a website to enable optimum search engine rankings.
๏ Key to any successful Internet Marketing Strategy.
๏ It’s easier than it sounds.
Search Engine Optimization
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Organic Search Engine Results
Popular SEO Strategies On page optimization
Off page optimization
Both have equal importance
On Page Optimization
Contains all the elements and factors in good
search engine ranking which you control - your
content.
Title, Description
Page Names ( my-very-important-page.html )
Sitemap
Content is King Having good, well-
produced content on your website is your first priority.
Content includes audio, video, text and images.
Keywords are Queen Well-written content and
carefully selected keywords are the keys of a balanced on-page strategy.
Use keyword research tools to find the most searched for terms in your industry.
Keyword Research
Start a spreadsheet to
brainstorm all your
keywords.
Organize keywords into
groups by topic or subject
matter.
Keyword Research Tools
Keyword Discovery – www.keyworddiscovery.com
WordTracker - www.wordtracker.com
Google -
adwords.google.com/select/KeywordToolExternal
Yahoo! – inventory.overture.com
Turn Keywords into Content
n If you are selling products, create a web
page or video for each type of product you sell.
n If you are selling consulting services, write
a case study on how you solved a problem for a
customer.
n If you are non-profit website, you could
write about existing projects and future plans
for your organization.
Content Management
Consider a content management
system.
What do focus onPut keywords and phrases in some of the following places to increase a web page in the search engine results.
Page Meta Title
Page Meta Description
In H1, H2, H3 tags
In your image ALT tags
Page File Name ( your-very-important-page.html )
Results
Off Page Optimization
Contains all the elements and factors in good search
engine ranking which you don’t directly control, but...
You can influence others to help you.
Elements of Off Page Optimization
n Link Popularity: How many links point to your
website?
n Link Relevancy: Are the links from websites in the
same industry or from authority websites?
n Anchor Text: The active text used to enable the link to
your website. Does is say your business name or
keyword?
n Search Engine Saturation: How many pages have
you built? Websites with more page are perceived to be
more authoritative.
The Value of LinksMany search engine marketers consider that links are the most important factor in achieve top organic search engine results. Authority Links
Directory Links
Reciprocal Links
Press Release Links
Blog Links
๏ The process of marketing a website on search engines on a pay per click basis.
๏ Also known as Pay-Per-Click or PPC Marketing
Search Engine Marketing
Customer Acquisition Costs
Search Engine Marketing is the most cost-effective way to acquire new customers.
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Paid Search Engine Results
Pay-Per-Click
Pay per click works on the premise that you pay for your
advertising only when someone clicks on your
advertisement.
To determine the price advertisers will pay per click,
Google uses an auction model.
A “Quality Score” also factors into your sponsored
placement.
Google Adwords
1. Target Customers
2. Create an Ad
3. Choose Your Keywords
4. Set Pricing
5. Review & Save
Adwords Account
Landing Pages
SummarySearch Engine Optimization
(SEO)Search Engine Marketing (SEM)
Less control More control
More time required See instant results
Traffic varies Guaranteed website traffic
Free Pay-Per-Click
Tools To Help You Take Action
Google Webmaster Central
Google Analytics
Action Plan
Organize your existing content
Discover which keywords are most searched for
Get links from blogs, press releases and other
websites
Track your success using Google Webmaster
Central and Google Analytics - FREE!
Q&A
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