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Search Engine Marketing: SEO and More

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Wrap Up and Private Discussions with Food and Beverages ... anna nicole smith. Interactive Marketing Channels. Paid Search. Mobile. Marketing. Link Building ... – PowerPoint PPT presentation

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Title: Search Engine Marketing: SEO and More


1
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2
Search Engine Marketing SEO and More
  • Presented by
  • emedia solutions
  • December 6, 2007

3
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

4
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

5
Interactive Marketing Channels
6
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
10
Local Search
11
Offline Media Drives Online Search Behavior!
12
Billboards Drive Search
brite smile grand rapids
13
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

14
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.

15
furnace mounted humidifier SERP
Paid listed by max CPC QSI
Google
Yahoo
16
Click Thru Rate Comparison
74 1-5
68 1-5
17
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

18
Title Tag 6 or 7 important keywords then
company namemax . 60-70 characters
19
Authoritative/informative content (i.e. blogs)
20
Anchor Text Hyperlinks
21
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/

22
Top 20 Directories
23
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

24
Title Tag - example 2Search term digital
cameras
25
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.

26
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
27
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


28
SEO for multimedia cont.
29
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

30
Link Farm Examplewww.teethwhiteners.info
31
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)

32
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

33
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

34
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35
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

36
Quigo.com for national publishers
Contextual ads related to content schools
37
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

38
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
39
Google AdWords OptimizerServe ads and pages with
highest click thru rates
Up to 5 ad variations
40
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41
Suzanne Somers Products
  • http//www.suzannesomers.com

42
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/
43
Peters Imports deReuze Market
  • http//www.petersimports.comhttp//www.dereuze.com
    /

44
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

45
1.12 per click
46
Brite Smile GR?????
47
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/

48
Black Hat - Cloaking
  • Browser View
  • Search Engine Spider View

49
Conclusion
50
  • AVOID BLACK HAT
  • PROMISES
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