Search Engine Marketing

panicyfewInternet and Web Development

Nov 18, 2013 (3 years and 9 months ago)

90 views

Search Engine Marketing

Past

Current

Future

& Tactics

18 November 2013

SIIA

June 2008

2

.com

.com

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SIIA

June 2008

3

The Past: Google Results

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SIIA

June 2008

4

.com

.com

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SIIA

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5

The Current: Google Results

http://www.google.com/search?hl=en&q=iphone


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SIIA

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6

Paid Search Remains the
Same for Now.

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SIIA

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8

The Future: Search Results

.com

User Generated Content

You
r
Blog
s

Their
Blogs

*In Your Control

Multi
-
Media

Publicity

Online Advertising

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SIIA

June 2008

9

Search Engine Marketing is
all about Visibility. The goal is
to be visible in search results
when someone is looking for
your products and services.

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SIIA

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Why is Search Important?


Highest ROI


Entry Point to all things


Measurable


Optimizable


Deal Closer

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SIIA

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11

Goal of Search Engine Optimization


High Rankings in Organic Search
Engine Results, for all media elements,
that Increase Quality Traffic to
Website.

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SIIA

June 2008

12

The “Golden Triangle”

An Eyetracking study by
Enquiro showed that
over 75% of all clicks on
a search engine results
page were on natural
search listings.



Heat map showing concentration of attention and clicks in the Natural Search
listings (Source: Eyetools’ EyeTracking Study, June 2005)


Fold

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SIIA

June 2008

13

What is Search Engine
Optimization (SEO)?


There are two components to SEO:



(1) Indexing




(2) Ranking


SEO is the process of optimizing a web site
so all pages within the site (1) are
accessible and friendly to spiders for
indexing and (2) rank highly in the natural
search results for the keywords targeted.

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SIIA

June 2008

14

Components of SEO

Ranking


Source
-
Code
Optimization


Content


Tags


Connection
Optimization


Link Popularity


Internal


External


Indexing


On
-
Site Optimization


Architecture


Link Structure


Domain Usagae


File Naming


23 elements in Audit


Off/On
-
site Optimization


Blogs


Directories


Videos


Images


News


Shopping


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SIIA

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Challenge #1:


Getting all pages/Media elements
into the SE Index

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Spiderability

R
emember that they WANT your Content


All pages accessible through the navigation
structure of the site


Java required


Images


Cookies required


Redirects to main pages

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SIIA

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17

SEO Barriers to Indexing


Remove them!


1) Can/will this page be found by the
engines?


Search engines need a “crawlable path” to find your
page


2) Can this page’s content be read?


Search engines cannot read some types of content

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SIIA

June 2008

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Challenge #2: Enough Content
(Relevant Keywords)


Keyword research


verify which terms
searchers are using to find your products
and services


Map the Keywords to Pages that you have
chosen as the ones you WANT to have
show up


Flag content that is not represented

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When to Select Keywords


Ideally BEFORE you write content


That way copywriters can integrate keywords into copy
from the start


You can also optimize existing content

Keyword:

“camera accessories”

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20

Important Source Code Optimization
Elements



TITLE Tag



Meta Tags



Image Tags



Headings (part of content but critical)



Link Title tags



Hyperlink text

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21


Source code recommendations pertain to individual web pages

Meta tags


what are they?


Title tag

Keywords &
Description tags


<title>SSL Certificates
-

128
-
bit SSL Encryption from VeriSign, Inc.</title>


<meta name="description" content="SSL Certificates secure Web sites, intranets, and extranets
for e
-
commerce and confidential communications with the strongest possible SSL encryption.">

<meta name="keywords" content="ssl, ssl certificate, ssl certficates, ssl encryption, 128
-
bit,
encryption, openssl, secure servers, internet security, 128
-
bit, encryption, openssl, secure
servers, internet security, verisign, verisign.com, verisign inc">

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SIIA

June 2008

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More Content = Better Rankings?

Relevant content is one of the most important
factors in search engine rankings and directory
listings.


Search engines generally consider pages without
keyword
-
rich content as less useful to searchers
than pages that have good content, and will rank
them accordingly.

Guideline: Try to include
at least

250 characters

of
HTML content per page (not including links!). Most
pages that rank well have
100+ words

of content.

18 November 2013

SIIA

June 2008

23

Proceed with Caution


Build pages with your user in mind


Do not sacrifice usability/readability for SEO
tactics


Incorporate SEO tactics where it makes
sense and adds value to the page/site
without taking away from usability


Most SEO tactics complement usability; if
not, it could be considered spam

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SIIA

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24

Make Sense to Your Readers


If it makes sense to a person, it makes
sense to the search engines.


If you think it is important, search
engines will think it is important.


Rankings don’t matter if the page
doesn’t convert.


Be creative!

Thank You.

Barbara ‘webmama’ Coll