search engine marketing
TRANSCRIPT
SEO vs SEM
SEO: Search Engine Optimization
Improve traffic to a website through organic search
results. Meaning no money is paid to get rankings.
SEM: Search Engine Marketing
Improve traffic to a website through payment
SE Structure
1. Sponsored Searches / Pay Per Click
2. Local Searches
3. Organic / Natural Search
Sponsored
Search
Organic
Search
Sponsored
Search
Organic
Search
Local
Searches
Sponsored
Search
SEO Best Practices
Site Coding. Validated and Accessible
Content of the site. Make sure includes targeted
key phrases.
Enabling best SE indexing. No Flash and clear
textual menus.
Links to Your Web Site. Links to your site
should include key phrases and come from
qualified web sites.
Proper Code Correct HTML coding
Ensure that the code is error free as many SEs
cannot properly catalog.
Important Meta Tags
Title
Description
No worries: Keywords
Have to scroll
down half way
down to see any
real content
Content of the site
Example
The more content the better
The main rule in a ranking algorithm involves the
location and frequency of keywords on a web page.
Not very pretty but
has a lot of content
and includes the
owner’s crucial key
phrases. Currently
ranks very well in
Best SE Indexing Content is at the top of the page.
No menu javascripting
No Image as menu or to replace crucial content. SEs cannot
read images
No Flash without HTML option. SEs cannot read Flash as it
is like an image.
No real text. All
javascript and
graphics. SEs
cannot read an
image and
cannot index.
No Images / Flash
Example. All flash web site with hidden navigation
Where’s
the
beef ?
Content
Example: Denver Real Estate but the homepage did
not contain the word “Denver” or “real estate”
They’ve
got the
word
“home”
They’ve
got the
word
“buyer”
But no mention of
the city they are
trying to target.
Links
An SE can both determine what a page is about and whether
that page is deemed to be "important“
Example: Link from CNN vs Link from Sara’s Yarn Store
Links to the
author’s
blog
Link from paid
directory but it
is legitimate
SEM : Paying for Rankings
Sponsored Links, Pay-Per-
Click, paid placement, paid
inclusion
Payment for Directory Listings
Google and Yahoo! do not frown
upon links from paid directories
so long as the directories are
relevant and are of good quality Paid Inclusion
on a content
website. Based
on site’s
content
Pay-Per-Click on
search results.
Results based on
searched words
Before Design or Marketing Begins
Research your target market
Research what words folks are using to search for your product/service
“web design” vs. “houston web design”
“shoes” vs. “basketball shoes converse”
Tools
Word Tracker
Keyword Discovery
Adwords and Yahoo! accounts