search engine marketing basics

Search Engine Marketing Basics

Andy Jamieson

(@andyjamo)

Founder & Director

Search Engine Marketing Basics

> Understanding search marketing

> Simple introduction to SEO

> Paid search marketing

> New areas to consider; products, location,

Search Engine Marketing Basics

> Understanding search marketing

> Simple introduction to SEO

> Paid search marketing

> New areas to consider; products, location,

Make up of Search Results – Top of Page

Make up of Search Results – bottom of page

Make up of Search Results

• Organic Listings– “Natural” search results– Determined by “objective” algorithms

• Paid Listings– Appear next to desired keywords– Short title– Two lines of text (changing…)– Position driven by willingness to pay

Make up of Search Results

• Places Listings– Business listings from seed data (yellow pages)– Determined by “objective” algorithms– Location of searcher

• Maps Listings– Business listings from seed data (yellow pages)– Determined by “objective” algorithm – Drive to Google Places listing vs your website

Definitions

• SEO: Search Engine Optimisation– Tweaking your content to appear within search engine

results pages

• PPC: Pay Per Click– Advertising model where you pay for each click you

receive, most search engines use PPC.

• Search Marketing– SEO + PPC– Or PPC

Search Engine Marketing Basics

> Understanding search marketing

> Simple introduction to SEO

> Paid search marketing

> New areas to consider; products, location,

Intro to SEO

• Create good content• Optimise important HTML tags• Optimise links• Ensure site is search friendly• Leverage social media to promote

Create good content

• Search engines key requirement

• Social sharing influencing rankings– Who is sharing your content? – Measure how good your content is

• Generate links, likes, +’s and tweets

• Each page should have a single theme

• Hard work

Optimise HTML tags

• Title <title>• Meta Tags:

– “description”– “Micro Formats”

Optimise HTML tags

• Header Tags– <h1>Is the most important on the page</h1>– <h2,3,4…>

• Others:– Bold <strong>– Italic <i>

Optimise HTML tags

• Open graph meta tags– Facebook image, title & description etc

Optimise Links

• Make sure all pieces of content can be found through internal links

• Optimise anchor text with focus keywords that make it clear what the link points to

• Optimise all external links

Ensure Site is Search Friendly

• Search engines are simple, therefore make it easy….– Text– Links

• Simple code, with content positioned high within it

Ensure Site is Search Friendly

• Hard….– Images, multimedia, flash (getting better)– Some programming code

• Javascript, CSS, search boxes

Leverage Social Media to promote

– Google +– Likes– Tweets

– High profile blogs– Industry awards– Add commentary– Give something worth sharing

Search Engine Marketing Basics

> Understanding search marketing

> Simple introduction to SEO

> Paid search marketing

> New areas to consider; products, location,

Paid Search Marketing

• Reach and frequency

• Goals and objectives

• Budget / resources to allocate

Paid Search marketing

• Good title

• Keyword insertion

• Match types• Broad• Phrase• Exact• Negative

Paid Search Marketing

• Search Results

• Content Networks

• Display opportunities

• Retargeting

Search Engine Marketing Basics

> Understanding search marketing

> Simple introduction to SEO

> Paid search marketing

> New areas to consider; products, location

New areas to consider

• Products

New areas to consider

• Locations

New areas to consider

• Suggested Search

Andy Jamieson | Director Switched On MediaLevel 12, 60 Miller St. North Sydney NSW 2060p: 61 2 8248 5032 | f: 61 2 8580 5052 | m: 61 411 487 054w: www.switchedonmedia.com.au e: andy@switchedonmedia.com.au

Thank you

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