Welcome

7 Critical Success Factors in Search Engine Marketing (SEM)

Keeping You Ahead

About the Presenter Gloria Ward

• SVP SEO Development, Xpert Consulting Group

• Gloria has been rated as the “Systems Expert” as it relates to small business systems and information technology. At Xpert, Gloria drives small business success by constructing, implementing and evaluation business and technology systems on and offline.

Keeping You Ahead

What is SEM?

• SEM is everything you can do to raise your site’s visibility in search engines to attract more visitors.

Why is SEO Important?

• It is a big marketing opportunity to get your business noticed.

• Opportunity for your business to create brand awareness

• INCREASES YOUR BOTTOM LINE

How Search Engines Work

• Matches the search query.

The search engine must analyze the words the searcher types in and pick the pages that match those words

• Rank the matches.

Most search queries return many matches, so the search engine must sort the matches so that the best ones are at the top.

• Displays the search results.

After the best matches are chosen, the search engine displays them on the screen for the searcher to see.

How Searchers Work

• Visitors Behavior

• Buyers Behavior

7 Critical Factors

• Prioritize• Assessment• Keyword Planning• Analyze content• Link building• Landing pages• Site maps

Prioritize• Look at SEM in small, bite-size

pieces.

• Plan your SEM around each pages priority

• Top priority pages should be the ones that your visitors will most naturally gravitate to, such as your home page, or pages that will generate the most in terms of traffic or revenue.

Assessment

Assess where you stand and where you need to be with your current SEO efforts.

Keyword Planning

• don’t pick keywords that are “too Hot” They will burn you! Don't pick keywords that are too cold, you will misguide searchers. Pick keywords that are just right, choose keywords that are relevant to your site.

Analyze content

• Make sure your content is relevant to what your searchers are looking for and include your keywords.

Link building

• Web search engines put great stock into your page if other web sites link to your page for the subject of search

Landing pages

• choose search landing page for a set of keywords. Start by looking at your keyword list. Pick a strong search landing page from your existing website for one or more of your

targeted keywords from your list.

Site maps

• Let search engines know what URL’s are available for crawling.