Web Marketing: SEM & SEO

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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Web Marketing: SEM & SEO
Marketing a marketing piece…
Often a web site is a single piece of a marketing cam-
paign for a product or service. How often do you have
to market a marketing piece?
You’ve heard of SEO, but what is SEM? SEO is a part of
SEM, and SEM is the acronym most people should use
when talking about marketing a website.
• Search Engine Marketing
• Search Engine Optimization
• Link development
• Trusted feed and other inclusion programs
Search engine marketing
Google Ad Words is an example of this. Your placement
usually appears at the top or on the right in specially
shaded regions that are usually labeled “sponsored re-
sults”. Search engine marketing generally follows a PFP
pay-for-placement model. Pay and you’re guaranteed
placement in a search engine’s results as long as your
ads and landing pages meet their quality guidelines.
Successful search engine advertising campaigns depend
on five main factors:
• Keyword selection
• Bid price
• Ad copy
• Ad distribution
• Effective landing pages
But that’s not all there is to search engine advertising.
All PFP programs have rules. You can’t just purchase any
keywords you want to purchase and write any ad you
want. Representatives from the search engines must
approve your ads and the landing pages, which are the
pages users “land” on after they click on your ad.
Therefore, for this type of search engine marketing, you
should know how to perform keyword research, make
keyword purchase recommendations, write/test ads,
create/test landing pages, measure results, and monitor.
SEO
Search Engine Optimization is designing, writing, cod-
ing (in HTML), and programming your entire web site
so that there is a good chance that your web pages will
appear at the top of search results list for your selected
keywords and key phrases. Search engine optimization
is a careful balance between writing for search engines,
and writing for search engine users (humans).
• Keyword-rich text
• A user-friendly site navigation scheme and URL struc-
ture that search engines can crawl
• Objective, third party link development
Keywords
At the core of optimization is keywords. In order to ob-
tain search engine visibility, you must match words from
your site to the words your target audience is typing
into search queries. Keyword phrases must be carefully
selected and placed strategically throughout your site.
These keyword phrases must appear somewhat fre-
quently and prominently on your web pages. The results
of keyword research can also be used for PFP search
engine campaigns.
Optimization also involves allowing search engines easy
access to your keyword-rich content. That can be done
by creating a search-engine friendly web site, which is
often the least expensive option. Or sites can give ac-
cess to content by participating in paid inclusion or feed
programs.
Link Development
Good ways and bad ways, but both seem like cheating
the true nature of the search engine…
Link development happens over time assuming that you
have great content in a well-designed website. As other
like-minded, and similarly-listed sites link to yours, your
site will move-up in the search results.
What are the differences between a search engine and
a directory?
Search Engine:
Created by robots called spiders
Catalogs all of the text two pages deep into your site
Keywords in text and images are most important
Similar to the white pages of a phone book
You can request your site be spidered, or just wait until
the spiders find it themselves.
Directory:
Created by people
Results are based on a description of your site
Doesn’t read all text, description is most important
Similar to the yellow pages of a phone book
Ask permission for your site to be listed
class 8 Web Marketing page 1
Submitting your site:
See each search engine and directory separately and
submit your site. Do not use the “Get your site listed
with 100s of search engines” services. Print out and
date your confirmation screens, then check the search
engine or directory after 30 days to make sure your site
is there.
Keywords:
These are the most important part of your web market-
ing, they tell the search engine or directory what your
site is about. Keyword density should be 4%–6% of the
text on the page. What is that? Just remember these
basics: include keywords in the title, headlines (head-
ers), topic and conclusion sentences of each paragraph.
Which words should you use?
Avoid popular keywords, or combine them into phrases.
Use synonyms of your keywords
Use some common misspellings
Try some two or three-word phrases
No stop words or adjectives.
Remember that keywords are page-specific, not site-
wide. Keywords included in the keywords meta tags but
not included in the body text will be of minimal use,
ignored, or worse, considered spamdexing.
What are people searching for? See the sites below for
an idea of what keywords people use when searching
on the internet.
mikes-marketing-tools.com/keywords/
Google.com/trends
How do you handle this in your code?
1. title tag
2. meta tags
3. heading tags
4. body text
5. alt tags
6. link to your site
1. title tags:
Will serve as an abstract of your site. This will appear in
the title bar of the browser, and will serve as an abstract
of your site when it appears in a search engine’s or di-
rectory’s listing. A well written title will attract a reader’s
attention when it is listed within the search results. It
must be written for both a search engine and a human
reader. That means it must contain your keywords as
well a be well written and grammatically correct. Use
your keywords once in your title, no more. Avoid mean-
ingless titles like “My web page”
Here are some examples:
The world is flat: A brief history of the 21st century
Tipping Point: How little things can make a big differ-
ence
Freakanomics: A rouge economist explores the hidden
side of everything
2. Meta tags:
These provide supplemental information about your
website that will not be displayed by the browser. There
are dozens of types of Meta tags, but we’ll concentrate
on two, keywords and description.
description: search engines use this as an annotation to
the title in search results. 100-150 words max, and you
can repeat your keywords more than once.
keywords: Use keywords from the body of the page.
Use descriptive phrases like “San Diego Harbor Hotels”
instead of just “hotels.” You can repeat the keywords
two or three times, and use plurals or long forms of the
words, maybe even popular misspellings. Separate these
words with spaces, not comas.
3. Use you header tags if you have any. Place your key-
words within the tags. Some search engines even use
the words contained within the bold or italics tags.
4. body text:
You’ll start with a descriptive intro paragraph in html
and full of keywords. Eliminate marketing “fluff” like
“service that is second to none” Second to whom?
Don’t attempt to boost your listing by keyword stack-
ing. This is placing your keywords far too often in your
intro paragraph. Search engines can determine this.
Search engines look at the first 200 words of the page.
5. Alt attribute:
Remember that search engines are blind to images.
The alt tags were originally designed to assist text-only
browsers. Search engines noted that alt tags were usu-
ally captions for the images, and therefore contained
important information. Write a clear, meaningful sen-
tence using some of your keywords if possible. Remem-
ber that users will be able to see your alt tag when their
mouse is over the image. If the image is nothing of
importance, leave the ALT tag with just alt=”” to let the
screen reader know there is nothing there for the user.
Code:
<html>
<head>
<title>Drexel Cycling: Home</title
<meta name=”keywords” content=”Drexel Cy-
cling”>
<meta name=”description” content=”Drexel Cy-
cling’s home page”>
</head
class 8 Web Marketing page 2
<body>
<h1>Drexel Cycling </h1>
<img src=”sampleimage.jpg” alt=”Here is a
photo of the Drexel Cycling team”>
the first 200 hundred words of your copy should
include “Drexel Cycling” at least once.
</body>
</html>
In the code above, I have included the keywords “Drex-
el Cycling” in each of the five places where a search
engine will look for keywords. This increases the chance
that anyone on the internet searching for “Drexel Cy-
cling” will find the site.
In Dreamweaver:
Since the Meta tag information can not be seen by the
browser, you can not work with it in the design view.
You must switch to the code view.
Create a new document in Dreamweaver. There is
already a meta tag created by Dreamweaver. It tells the
browser what type of html the document uses.
Immediately after the existing meta tag, create the de-
scription meta tag.
Right click and choose
Insert Tag–HTML tags–meta then choose Description
from the Name: dialog box. Type your description in the
Content: dialog box
Immediately after the description meta tag, create the
keywords meta tag.
Right click and choose
Insert Tag–HTML tags–meta then choose Keywords
from the Name: dialog box. Type your keywords in the
Content: dialog box
To further edit these meta tags, simply click on them,
and you’ll have access to them in the properties dialog
box.
Now, add a title with your keywords included in it, add
an image placeholder with your keywords included
within the alt tag, create some placeholder text with
your keywords appearing within an H1 tag and as part
of the first 200 words of your text. See Dreamweaver
help if you have any questions about how to do any of
the above.
Here’s an example of how the <title> tag and descrip-
tion <meta> tag are used by a search engine when
showing the results of a search...
<html>
<head>
<title>Keswick Cycle Website: Home - Welcome to Keswick
Cycle!</title>41
<meta name=”keywords” content=”Keswick Cycle, philadelphia,
philadelphia bike shop, montgomery county, specialized, can-
nondale, serotta, litespeed, Raleigh, giordana, abington, glenside,
philly bike shop, quintana roo, haro, schwinn” />
<meta name=”description” content=”Check out different brand
name bicycles at Keswick Cycle. Find bike accessories and sporting
gear for your personal and triathlon requirements. Great prices.
Located in Philadelphia.” />
Tricks:
repeating keywords in comment tags
placing keywords at the bottom of the page where us-
ers are unlikely to scroll
setting keywords to match the background color
spamdexing: keywords that falsely represent the con-
tent.
Don’t try these, search engines and directories can fig-
ure these out and will ban you.
Domains:
For a serious website, get a real domain, not a free one.
www.goodstuff.com
www.free.com/zone51/1867/goodstuff.htm
Which would you be more likely to visit?
Come up with a domain name and register it.
Be careful of hidden obscene names…
www.petsexchange.com
we have over 18 thousand videos.
How to select a domain name:
Domain names have gone through a cycle. In the late
1990s domain name speculators (cyber-squatters)
bought up any name they thought had any potential,
hoping to land big bucks selling a name. But after the
dot-com-bust in 2000, the prospect of holding hun-
dreds of domain names for ransom lost its luster and
the price of domain names plummeted in the U.S.
These days your chances of finding a good domain
name at a reasonable cost are really pretty good.
Here are six things to look for in a good domain
name…
1. A good domain name is relatively short. A short
class 8 Web Marketing page 3
name — if you can get it — is important for several rea-
sons. It is easy to fit into logos, makes a better brand,
is more easily recognizable, and is harder to misspell.
Some companies have 50-character domain names
spelling out their whole company name. That’s unwise.
Keep them relatively short.
2. A good domain name is memorable. You remem-
ber generic names, such as Art.com and Garden.com.
But you also remember more unique names such as
Amazon.com, Google.com, and FogDog.com. Putting
together strange combinations of words is fun and can
be very productive. It helps if it rhymes like FogDog, or
repeats sounds such as Google, or is sing-songy like
WilsonWeb. Say your prospective domain name out
loud to listen to how it sounds. See if your tongue gets
twisted around any syllables. Whatever your domain
name, it should stick in the mind.
3. A good domain name isn’t easily confused with oth-
ers. In their desperation to find a domain name, some
grasped at hyphenated names and put “the” in front of
a word, as in TheStandard.com. The problem is confu-
sion. Trademark laws are designed to prevent customer
confusion. If the holder of a similar domain name is
first to trademark his combination, it could threaten
your domain name, or at least your ability to use it as a
brand. Be sure to check with the US Patent and Trade-
mark database (www.uspto.gov/main/trademarks.htm).
Another consideration is how you’ll need to say your
domain name over the phone. If you always have to say
“it’s spelled ding-hyphen-doodle.com” you’ll soon wish
you’d left out the hyphens. Do your best to find a name
that can’t be confused.
4. A good domain name is hard to misspell. If people
can misspell something, they will. The longer and more
complex your domain name, the harder it is for your
customers to type it in correctly. Many of them can’t
type well to start with, so to type in a long name may
lose you lots of business. At the low price of domain
names, it may pay you to purchase the misspellings
of a domain name, too. This way you’ll get the traffic
intended for your site and discourage poachers from
buying up the variants. Poachers can be driven off by
lawsuits if you have trademark protection, but you don’t
want that hassle.
www.cocacola.com
www.coca-cola.com
www.coka-cola.com

5. A good domain name relates to your business name
or core business. It’s best if your domain name can be
guessed from your company name. But in your search
for a domain name, don’t give up if you can’t find the
domain for your exact business name. Find functional
names, names that describe your uniqueness, names
that express an emotion or attitude.
6. A good domain name sounds solid to your target
audience. If possible, get a .com domain or the domain
that has the most respect in your country. You can get
a .biz or .info, or country top level domains of small
nations like .tm (Turkmenistan), .ms (Manseurat), .tv (Tu-
valu). The problem is that the general public, in the US
anyway, is accustomed to .com, or maybe .org (though
.net and .org aren’t nearly as well regarded). Offbeat
domain names sound ... offbeat and therefore suspect.
Your main domain should be the one that people ex-
pect it to be. In the US, that’s probably .com. In France
it would be .fr. If you want to appeal to an international
audience, .com is probably best. Having said that, I
think it’s wise to buy up other common domain name
endings. They’re inexpensive. If you become success-
ful you’ll wish you had kept them away from poachers.
This helps your main domain name stay unique.
Who should you submit to? Do a search on the 10
most used search engines as this list changes over time.
Submit your site to at least the top five search engines
on that list Go to each of these sites, they have specific
information about submitting sites to their search en-
gines. These are the top five currently.
Google
Bing
Yahoo
Ask
AOL

Homework
Watch This: (at least to 38:40)
http://blip.tv/business-of-software/steve-krug-on-the-
least-you-can-do-about-usability-1566021
Read This:
http://www.sensible.com/chapter.html
Read this too:
http://www.johncow.com/twitter-marketing-how-to-
get-started/
(scroll down past the ad)