Search Engine Marketing & Optimization
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Search Engine Marketing & Optimization Movin’ On Up! How to get better rankings and drive traffic to your Web site. First Things First To effectively drive traffic you must ask: Who is your target audience? What do you want them to do on your Web site?

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Search Engine Marketing & Optimization

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Search Engine Marketing & Optimization

Movin’ On Up! How to get better rankings and drive traffic to your Web site.

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First Things First

To effectively drive traffic you must ask:

  • Who is your target audience?

  • What do you want them to do on your Web site?

  • How will you get a return on your investment?

  • What is your available budget?

    Source: American Marketing Association

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Search Engine Facts

  • 84% of online Americans used search engines (107 million) – a Pew Internet & American Life Project, 2004.

  • 75% of Internet users visit search engines each month – Online Publishers Association and Nielsen/NetRatings, 2004.

  • Search engines on top (41%) compared to other processes when consumers were asked how they find product Web sites – DoubleClick study, 2003.

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Web is First Source

“Admissions officials know their Web sites are the first point of contact for prospective students. It has changed from the Internet being a supplement to the Internet to being the first source.”

– Judy Hingle, director, professional

development, National Association for

College Admission Counseling

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Search Engine Marketing (SEM)

  • Form of Internet marketing that seeks to promote Web sites by increasing their visibility in the search engine results.

  • SEM is the practice of buying paid search listings, different from SEO which seeks to obtain better free search listings.

  • SEM methods include: search engine optimization, paid placement and paid inclusion.

Source: Wikipedia

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Search Engine Optimization (SEO)

  • Improves ranking of a Web site in “natural,” “organic” or "algorithmic” search results

  • Increases site traffic

  • Assists in “converting” unique visitors to customers

  • Considers how people search and how search engines index

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SEO Impacts Organic Results

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SEO Tactics

  • Get your keywords onto your pages:

    • Meta data behind the scenes

      • Title tags

      • Description tags

      • Keyword tags

    • Visible Content

  • Build relevant links and link popularity

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SEO Tips - Choosing the Best Keywords

Pace Yourself

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Tips on Choosing Keywords

  • Think through business goals & objectives.

  • Think through brand names.

  • Watch the broad search terms.

  • Be careful with narrow search terms.

  • Check Google competing pages.

  • Watch the quotation marks.

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Tips on Choosing Keywords (continued)

  • The singular vs. plural debate.

  • Don’t get excited about misspellings.

  • Give low numbers a shot.

  • Learn how to form search terms.

  • Know how people search.

    • Two-word phrases (32.58%)

    • Three-word phrases (25.61%)

      2004 report by OneStat, an expert in Web analytics

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Tips on Choosing Keywords (continued)

  • Be careful when mining keywords from competitors’ Web sites.

  • Don’t use competitors’ corporate names or brands.

  • Ask people – all kinds.

  • Dust off your thesaurus (or go online).

  • Analyze log files.

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Search Engine Optimization – What You Can Do

  • Register your site.

    • Ex.

  • Keep keywords and meta tags current.

    • Spread keywords throughout content; revise text as necessary.

  • Charge someone with monitoring and updating keyword referrals, and search engine referrals and placement.

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SEO No No’s

Avoid Bad Techniques

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Search Engine Optimization Don’ts

  • Don't use frames in the page design

  • Avoid long URLs and “=” and “?”

  • Don’t duplicate copy

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Description Overload

  • Avoid long meta descriptions.

  • Laundry list of keywords may not match content.

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Massive keyword repetition in a small space may annoy Web site visitors. Looks blatant.

Overdone Visible Text

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Too Many Links

  • Yes, links in content are useful.

  • Too many may be viewed as spam.

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Text in Unusual Places

  • Avoid all forms of hidden text.

  • Make font colors and sizes match design.

  • Excessive keywords offer no value.

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An SEO Case Study

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Content Modifications

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Meta Data in Source Code

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Let’s Test It!

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KSU SEO May 2007 Ranking Highlights

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KSU SEO Traffic Highlights

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KSU SEO Search Engine Traffic Highlights

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Other SEO Case Studies





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An SEM Case Study

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Pay-Per-Click (PPC)

  • Also known as paid search.

  • Pay only when users actually click on an ad.

  • Supplements search engine optimization; offers critical and timely traffic.

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Sponsored link – means we’re paying for this term.

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Sponsored link – means we’re paying for this term.

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PPC Summary

  • Kent State ads were seen 344,934 times.

  • Searchers clicked a Kent State ad and visited the landing page 11,633 times.

  • Total cost for the clicks was $3,657.72.

  • From the landing page, visitors clicked to the 'Get More Info' page 1,370 times.

  • Google Analytics showed there were 1,149 signups for campus tours during the campaign timeframe.

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Traffic and SEO Resources

  • American Marketing Association


  • Fathom SEO



  • WordTracker


  • Know your link popularity


  • Free Search Engine Marketing Tools


  • UCM Resources


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