Search Engine Marketing: SEO and More

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Search Engine Marketing SEO and More

• Presented by
• emedia solutions
• December 6, 2007

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Seminar Agenda

• Welcome/Introduction to Search Engine Marketing
       a. SEO      b. PPC
• ii. Keyword Research Copywriting
• iii. Link Building Strategies
• iv. HTML Optimization Usability/Accessibility
  for SEO
• v. Web 2.0      a. Social Media      b.
  Blogging      c. Podcasting      d. Online PR
       e. Optimizing Dynamic Content
• vi. Pay-Per-Click Advanced PPC, Click Fraud, How
  to Set Up a Campaign
• vii. Live site evaluation
• viii. Wrap Up and Private Discussions with Food
  and Beverages

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What do these names have in common?

• Britney Spears
• WWE
• Paris Hilton
• Naruto
• Beyonce
• Lindsay Lohan
• RuneScape
• Fantasy Football
• Fergie
• Jessica Alba

• Iphone
• Webkinz
• Tmz
• transformers
• Youtube
• club penguin
• myspace
• heroes
• Facebook
• anna nicole smith

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Interactive Marketing Channels
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Digital vs. Traditional Strategyhttp//www.forres
ter.com/Research/Document/Excerpt/0,7211,42463,00.
html
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Search Engine Market Share 10/2007
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Local Search
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Offline Media Drives Online Search Behavior!
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Billboards Drive Search
brite smile grand rapids
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What is Search Engine Marketing ?(SEM)

• On Page - SEO
• Authoritative/Quality page content
• Search Engine friendly web design
• SEO-friendly code
• Title tags/meta descriptions/meta keywords
• Internal linking.
• Off Page Paid Search, Link Building and Social
  Media
• Paid Search or Pay-per-click (PPC)
• Link Generation
• Buying Links
• Social Media

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Whats a bot or web spider?

• Search Engines use spidering as a means of
  providing up-to-date data.
• Web crawlers are mainly used to create a copy of
  all the visited pages for later processing by a
  search engine that will index the downloaded
  pages to provide fast searches.

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furnace mounted humidifier SERP
Paid listed by max CPC QSI
Google
Yahoo
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Click Thru Rate Comparison
74 1-5
68 1-5
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New Site Challenges

• On Page
• Title Tags
• Content, content, content
• Glossary of terms
• FAQs
• Message Forums
• Internal linking from page-to-page via anchor
  text
• Site map (upload to Google MSN via webmaster
  tools)
• Off Page
• Submit URL to paid directories (Yahoo) and /free
  open directories (Dmoz)
• Paid Search

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Title Tag 6 or 7 important keywords then
company namemax . 60-70 characters
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Authoritative/informative content (i.e. blogs)
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Anchor Text Hyperlinks
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Paid Links and Directory Submit

• Yahoo Directory
• 299 per year
• http//help.yahoo.com/help/us/dir/suggest/suggest-
  01.html
• Open Directory submit
• www.dmoz.org
• Google URL Submit
• http//www.google.com/addurl/
• Yellowpages.com
• http//www.yellowpages.com/my-yellowpages/registra
  tion?back_to2F
• Google Maps
• http//maps.google.com/help/maps/edit/

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Top 20 Directories
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Old Site, Never Optimized

• Usually in need of On Site SEO, focus on the
  following
• How does site rank for specific keyword(s) that
  are key to driving results? Focus on phrases,
  not keywords
• How is the site content relative to those
  keywords?
• Keyword Density 7 to 10 for every 250 words of
  copy
• Title Tags? Usually the first problem and easily
  corrected
• Other meta data keywords and descriptions
• Keep keywords to 7-10 per page
• Keep meta description to 100 characters
  describing what is on the page-call to action
• Keyword URLs for highly competitive segments
• www.questtravel.com www.dreamticket.com

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Title Tag - example 2Search term digital
cameras
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Site Maps

• A complete list of all URLs on your site.
• Key if your site has dynamic content.
• If your site has pages that aren't easily
  discovered by Googlebot during the crawl process
  - for example, pages featuring rich AJAX or
  Flash.
• Your site is new and has few links to it.
• Your site has a large archive of content pages
  that are not well linked to each other, or are
  not linked at all.

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On Site SEO - Search Engine Friendly URLsSEO
through clean URL directory construction

• When constructing URL directory and URL file
  names, use targeted and relevant keywords
• If you use several keywords in your URLs, use
  hyphens as dividers and not underscores
• Directory theme groups like content under a
  single directory creating a theme tell the
  search engines what your pages are about

DONT DILUTE YOUR SITE THEME
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Multimedia/Graphic SEO

• Images/Pictures
• Use keywords in the alt tag attribute
• NO title tag needed
• Podcasts
• Promoting only one feed.
• Optimize the audio file and landing page for each
  episode
• Validate feeds with a feed validator tool such as
  FeedValidator.org or W3C Feed Validator.
• Your podcast should have a unique, keyword-rich
  Title tag and link back to landing page

• Video
• Name your files accurately, with keyword rich
  filenames. For example October-space-shuttle-laun
  ch.mov rather than 345654-lb.mov
• Optimize the content on the webpage that launches
  your video
• Submit, submit, submit to Google Video Upload
  https//upload.video.google.com/video_instructions
  .html

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SEO for multimedia cont.
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So what is PageRank?

• Google Only
• Specific to keyword(s) and phrases
• 0-10
• The number of pages linking to the page
• The Page Rank of the pages linking to the page -
  edu and .gov
• The number of links going out from the pages that
  are linking to the page.
• http//pr.blogflux.com/
• Google linkwww.mysite.com
• Avoid Link Farms

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Link Farm Examplewww.teethwhiteners.info
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Push vs. Pull PR SEO

• Examples of pull PR
• News search engine visibility
• Organic search engine visibility
• Social news and bookmark sites
• Blog Real Simple Syndication (RSS) search
  engines
• Examples of push PR
• News release distribution
• Pitching journalists and bloggers with story
  ideas
• Social Networks/Rolodex
• Paid reviews on blogs (advertorial)

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Optimizing Press Releases for Search

• A mini web page on the news or topic being
  written about.
• Use formatting like bold, italics, bullet points,
  short headlines and subheads that not only makes
  the page easier to read online, but also enhances
  SEO.
• Insert a company logo for branding and embed
  photos, graphics and video links in your press
  release
• Incorporate links from your targeted keywords in
  the press release.
• Submit release to web PR services such as
• PRWeb (www.prweb.com)
• Express Press (www.express-press-release.com)
• PRLeap (www.prleap.com)
• Others

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301 Redirect Keyword URLs

• Keywords in URL are taken into account by Google,
  MSN (beta), and Yahoo
• Buy or lease keyword domains RELATED to what
  users are searching on the web, i.e.
• GRANDRAPIDSREALESTATEONLINE.COM
• LUXURYHOMESGRANDRAPIDS.COM
• GRANDRAPIDSCONDOSONLINE.COM
• LOFTCONDOGRANDRAPIDS.COM
• Redirect to home page or landing page of realtor
  site

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Buying Traffic PPC features, advantages and
benefits

• Google AdWords, Yahoo Sponsored Search and MSN
  Live Search
• Keyword targeted broad, phrase, exact
• Geo-targeted dont waste money on poor
  prospects
• Time of day targeted control when ads are seen
• Defined ROI cost per conversion measurement
• Budget flexibility cost of acquisition is under
  control
• Immediate reach target markets quickly
• Accountability
• Test results multiple ad versions and landing
  pages
• Behavioral targeting

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Quigo.com for national publishers
Contextual ads related to content schools
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Keyword Matching

• tummy tuck jeans (broad match)
• tummy tuck jeans" (phrase match)
• tummy tuck jeans (exact match)
• Negative keywords filter out unqualified leads,
  for example
• Negative keyword tummy tuck
• Negative keyword tummy tuck procedure

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Quantity vs. Quality Google AdWords estimate
for tummy tuck jeans phrase
tummy tuck jeans 5.31
tummy tuck jeans 3.79
tummy tuck jeans 2.13
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Google AdWords OptimizerServe ads and pages with
highest click thru rates
Up to 5 ad variations
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Suzanne Somers Products

• http//www.suzannesomers.com

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www.suzzanesomers.com http//www.suzanne.com/

• Sites do not virtually link back
• No title tags or other meta data
• No directory structure to product listings
• Poor keyword rankings for top 25 keyword terms
  from site. Example apple pectin facial
  cleansers keyword phrase not in Google top
  100 and not in top 50 on Yahoo
• 410 total pages, site should rank much better
• No image alt tags no video SEO

http//www.suzannesomers.com/Products/
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Peters Imports deReuze Market

• http//www.petersimports.comhttp//www.dereuze.com
  /

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www.dereuze.com/pinmarket

• No title tags or other meta data
• Dirty URLs
• Negligible external links (back links) w. 13
  listed
• Poor keyword rankings for top 25 keyword terms
  from site. Example
• whittard keyword not in Google top 100 and
  not in top 50 on Yahoo
• 810 total pages, site should rank much better

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1.12 per click
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Brite Smile GR?????
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Free SEO Tools

• Google Keyword Checker https//adwords.google.com/
  select/KeywordToolExternal
• GoDaddy.com Emedia Solutions Domain Name Portal
• Trellian - http//www.keyworddiscovery.com/search.
  html
• SEO Book - http//tools.seobook.com/general/keywor
  d/
• Top 10 Ranking Tool - http//www.webuildpages.com/
  cool-seo-tool/
• External Links Checker - Google Search Window
  linkwww.mydomain.com
• Keyword Density Checker - http//www.seochat.com/s
  eo-tools/keyword-density/
• Link Popularity Checker vs. Competitors
  -http//tools.marketleap.com/publinkpop/
• SEO for Firefox - www.firefox/seo-for-firefox.html
  
• Meta Tag Analyzer - http//www.widexl.com/remote/s
  earch-engines/metatag-analyzer.html/

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Black Hat - Cloaking

• Browser View

• Search Engine Spider View

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Conclusion
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• AVOID BLACK HAT
• PROMISES