Search Engine Optimization and Marketing

pancakeimpossibleInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

48 views

05
-
11
-
2013

How to catch Google’s attention

Search Engine Optimization and Marketing

t h e
AGENCY
.c om

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 e
AGENCY
.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 e
AGENCY
.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

SEO + SEM STRATEGY
With Muscle

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 e
AGENCY
.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




SEO + SEM STRATEGY
With Muscle


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?