05-11-2013 how to catch google’s attentionseo + sem strategy with muscle search engine marketing,...
TRANSCRIPT
05-11-2013
How to catch Google’s attention
Search Engine Optimization and Marketing
t h eAGENCY . c o m Linda Schuster
President/CEO
(502) 568-6633 x115
SEO + SEM STRATEGY With Muscle
Introductions
What are Search Engines?
What is Search Engine Optimization?
What is Search Engine Marketing or Pay-per-click?
What are the differences?
Why do I care if I am invisible in Google?
SEO Strategies to follow
Helpful Hints
AGENDA
SEO + SEM STRATEGY With Muscle
Search engines are software systems that
help people search for information on the
internet.
(i.e. Google, Bing, Yahoo, MSN, etc.)
WHAT IS A SEARCH ENGINE?
SEO + SEM STRATEGY With Muscle
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via “organic“ or "algorithmic" search results.
WHAT IS SEARCH ENGINE OPTIMIZATION?
Q t h eAGENCY . c o m
Search Engine Optimization (SEO) improves “organic” rankings of a website in the search engine listings.
SEO is not a short-term, quick-result tactic, but rather a long-term solution with potentially high returns.
WHAT IS SEARCH ENGINE OPTIMIZATION?
Keywords:
Limited number of
keywords
Selection is based
on predicted values
and client objectives
SEO + SEM STRATEGY With Muscle
Search Engine Marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in the Search Engine Results Pages (SERPs) and has a proven ROI (Return on Investment).
Pay-per-click (PPC) is an advertising model used on websites, advertising networks, and search engines where advertisers only pay when a user clicks on an ad to visit the advertiser's website.
WHAT IS SEARCH ENGINE MARKETING?
Q t h eAGENCY . c o m
WHAT IS PAID SEARCH?
Paid Search Advertising, or Pay-Per-Click (PPC), places advertisements on the search engines based on the keywords searched.
PPC is auction-based and prices are set at the keyword level.
Results are quick, messages can be modified, and results easily tracked.
Keywords:
Potentially
thousands of
keywords
Selection based
on value of each
click to advertiser
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WHAT ARE THE DIFFERENCES?
SEO
Long-term results
Increase credibility
Limited number of keywords
Upfront investment
No per click charges
PPC
Fast results
Control message
“Unlimited” keywords
Ongoing expense
Charged for each click
Both methods can provide significant levels of traffic.
Optimal results are typically achieved by combining both options.
Q t h eAGENCY . c o m
WHY SHOULD I WORRY IF I’M “invisible in Google?
About 80% of Internet traffic begins at a search engine.
(source: Harris Interactive)
41% of Web users employ search for simple navigation such as
typing known URLs into the search box. (source: DoubleClick)
80% of searchers never look further than page one of SERPs.
The World Wide Web contains more than 2.1 billion documents
and is growing at the rate of seven million pages per day
(source: http://www.cyveillance.com).
People who find your site via search engines are typically very
qualified targets for your products and services.
SEO + SEM STRATEGY With Muscle
SEO STRATEGIES
Domain Strategies
Names simple, no hyphens, numbers
Product names that describe business
Common words, product names
Linking Strategies
Determines value PageRank assessments
Quality inbound/outbound links
Directory Submissions
SEO + SEM STRATEGY With Muscle
SEO STRATEGIES
Keyword Strategies
Appear most on the page
Phrases or single keywords
Title tags for each page
Meta description tags – displayed below title tags in
search
Alt tag
Always submit your website to search engines for
indexing
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Use an open source Content Managed Software
(CMS)
Incorporate plenty of keywords in the website
Never use flash on your website
Title all pages and photos
Add video
Link all Social Media
Content is king! Consider a blog.
HELPFUL HINTS
SEO + SEM STRATEGY With Muscle
Questions?