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Who is TM?

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  1. Who is TM? Trademark Productions, Inc. is a full service website and software development company. SEOMG, the Search Engine Marketing Group within TM specializes in Search Engine Optimization, Search Engine Marketing and Online Advertising.

  2. Who have we worked with? Website Development E-Commerce Online Marketing Business Plans Consulting Copywriting Database Driven Software

  3. Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com Search Engine Marketing Benefits • Search engines represent a very unique medium, which allows you to precisely target an interested audience. • In other media, the audience is looking at something, and your advertisement is a distraction. • Searchers are looking for something, and are far more likely to respond to an appropriately targeted offer.

  4. Search Engine Marketing Options Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Search Engine Optimization (SEO): Optimizing the content of your website to appear on the free side of search engine results. • Pay Per Click (PPC): Cost-Per-Action advertising targeting the “sponsored listings” on search engine results. • Blended Strategy / Search Engine Marketing: Utilizing both SEO and PPC to maximize your exposure to search engine users.

  5. What is Pay-Per-Click? Pay per click (PPC) is an advertising technique used on websites, advertising networks, and search engines. Advertisers bid on "keywords" that they believe their target market (people they think would be interested in their offer) would type in the search bar when they are looking for their type of product or service. For example, if an advertiser sells red widgets, he/she would bid on the keyword "red widgets", hoping a user would type those words in the search bar, see their ad, click on it and buy. These ads are called "sponsored links" or "sponsored ads" and appear next to and sometimes above the natural or organic results on the page. The advertiser pays only when the user clicks on the ad. While many companies exist in this space, Google Ad Words and Yahoo! Search Marketing, which was formerly Overture, are the largest network operators as of 2006. In the spring of 2006, MSN started beta testing their own PPC service, MSN adCenter. Depending on the search engine, minimum prices per click start at US$0.01 (up to US$0.50). Very popular search terms can cost much more on popular engines. Abuse of the pay per click model can result in click fraud.

  6. What is Pay-Per-Click?

  7. Banner / Interactive Advertising

  8. What is Pay-Per-Click? • Campaigns can be placed in a number of online sites and broken down to be extremely targeted: • Keyword Targeted • Site Targeted • Demographic Targeted • Gender, Age, Income, etc. • Traffic Targeted • Geographic Targeted • Countries & Territories • Regions & Cities • Language Targeted • Topic Targeted • Tennis, Formula One Auto Racing, etc. • Category Targeted • Animals, Auto, Entertainment, Food & Drink, etc.

  9. Pay Per Click Advertising - Pros Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Predictability - maintain control of costs, operate under a fixed or variable budget, adjust investment seasonally. • Immediate and predictable results - start advertising today, get traffic today. For the most part, the PPC advertiser can control where their site appears in search results. • Geo-targeting: the ability to restrict advertising to local markets, or deliver different ads to different geographic regions. • Tracking ROI is relatively easy. Feedback from PPC campaign results drives ROI higher over time, and can even help with SEO strategy. • With a well designed site already in place, minimal “on site” changes are required - just add landing pages.

  10. Pay Per Click Advertising - Cons Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • ROI is heavily dependent on the Website’s ability to convert traffic into sales. • Requires an ongoing commitment to measuring, managing, and refining the campaign. • Traffic can be brought in immediately, but optimizing and refining a campaign can take months. • Depending on the scope of the campaign, developing creatives (ad copy and headlines) can be expensive. • PPC may be far more expensive than SEO, although effective PPC campaigns can actually cost less.

  11. SEO / Natural Listings Search engine optimization (SEO) as a subset of search engine marketing seeks to improve the number and quality of visitors to a web site from "natural" ("organic" or "algorithmic") search results. The quality of visitor traffic can be measured by how often a visitor using a specific keyword leads to a desired conversion action, such as making a purchase or requesting further information. In effect, SEO is marketing by appealing first to machine algorithms to increase search engine relevance and secondly to human visitors. The term SEO can also refer to "search engine optimizers", an industry of consultants who carry out optimization projects on behalf of clients. A range of strategies and techniques are employed in SEO, including changes to a site's code (referred to as "on page factors") and getting links from other sites (referred to as "off page factors"). These techniques include two broad categories: techniques that search engines recommend as part of good design, and those techniques that search engines do not approve of and attempt to minimize the effect of, referred to as spamdexing. Some industry commentators classify these methods, and the practitioners who utilize them, as either "white hat SEO", or "black hat SEO". In all, the success of SEO is dependant on how the large search engines see your site useful to their end users who search on specific keywords to find what they are looking for.

  12. SEO / Natural Listings

  13. SEO / Natural Listings

  14. Search Engine Optimization - Pros Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Leverage your site’s natural advantages – content, popularity, linking relationships • Can deliver substantial benefits at a very low cost, especially for a “content rich” site • Requires minimal ongoing activity for most sites • Initial investment in SEO can pay off for years to come

  15. Search Engine Optimization - Cons Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • SEO influences, but does not control, the search engine results - there are no guarantees. • Delayed results - after the initial SEO effort, expect to wait at least 2-3 months for significant traffic. • Risk of becoming overly dependent on “free” traffic, because results are variable over time. • Some modifications to site are required; extent of changes dependent on many factors. A professional SEO consultant can help find the best path to results and ROI. • Poorly executed SEO campaigns can lead to search engine penalties and long term harm to the organization’s online presence.

  16. What Users See

  17. What Search Engines See

  18. SEO/SEMProcess Set specific goals – “What are your goals?” Research – Where is / What is the Competition doing? Current Conditions – Is your site SEO friendly? Strategy & Tactics – Create a Game Plan, Implement it Analytics– Track Results, Modify Campaign

  19. It’s not Black Magic • Set Goals – “What are they?” • Research – Where is / What is the Competition doing? • Current Conditions – Is your site SEO friendly? • Strategy & Tactics – Create a Game Plan, Implement it • Analytics – Track Results, Modify Campaign

  20. Where do I start? Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Determine if you have the time, patience and can afford doing SEO to your site. • Understand your value of time. Sometimes people leave out their actual cost of their time! • Be prepared to crawl before you can run. SEO takes time to learn and implement. Results are not overnight!

  21. Quick SEO Overview for Your Website Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Use Firefox. It is a clean browser and displays websites the way they are meant to be seen. www.mozilla.com/firefox There are versions for Windows and Mac. • Once installed go to http:// tools.seobook.com/seo-toolbar and download the Firefox plugin. Install and restart Firefox. • If you are a web developer or do play with Dreamweaver at times it would be helpful to install the Web Developer Toolbar. https://addons.mozilla.org/en-US/firefox/addon/60 Let’s get you set-up to review your website. The key is having the best tools at your fingertips!

  22. Step 1: Where do I rank? Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Analytics. If you have them great! If not sign-up for Google Analytics – it’s free and powerful. • Keywords – list 5 keyword phrases that you feel you should be ranked for. They can be a product or a term. (I like to rank for “Web Design”) • Do a search for each keyword in Google. Note the amount of competition for each. • List where you are, and where your competitors are. GO!

  23. Step 2: My results Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • How did things pan out? • Are listed where you need to be? Why do you think? • What is the title and description say for your listing? What about your competitors? Any bolded words? • Is the competition ahead of you? Why do you think? • What does you site look like? Does it compare with the competition? • Are these even the right keywords? *if you have analytics you can see how your being found already!

  24. Step 3: Shock and Awe Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Confused yet? • Go to Google and type in the search bar site:www.YOURDOMAINNAME.com • How do those results look? How many? Are they similar or different? • Now try a competitors domain name. How do you two match up? • Go to Yahoo! search bar and type linkdomain:www.YOURDOMAIN.com • How do those results look? How many? Are they similar or different?

  25. Step 4: Understand the Data Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • What the search results say, Site: and LinkDomain: • Title Tags & the importance of keyword selection • Specific for each page; don’t exceed 60 characters including spaces; readable for humans • Meta Description Tags – are they unique, keywords present and written for humans? 150 characters max including spaces! • Where are your links coming from? • Are they relevant external sites? Are they interior?

  26. Step 5: What to do? Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Come up with keywords that best suit your needs; Google Keyword Tool • Pick your battles – how much competition? • Plural vs. Singular; Synonyms; alternative wording, lingo and geo-specific terms (pop vs. soda) • Make your list; Broad terms, Tough and easily achievable Broad: Car Tough: Chevy Volt Easy: Warren Michigan Chevy Volt Dealer

  27. Step 6: Title Tags Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Make sure that your title tag includes your keyword (a greater weighting is given to key phrases at the left of the title tag) • A compelling call-to-action might help you get a better click-through rate in Google search engine results pages. • Make title tag unique on each page (Google Webmaster Tools can help you detect problems with the title tags) • Avoid keyword stuffing in your page title.

  28. Step 7: Headings (H1, H2, H3) Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Using your keyword in H1 or H2 has some positive effects on SEO • <h1> is the most important heading - use it only once or twice per document and include your keyword there • Include different keywords in subheadings within the document • Avoid keyword stuffing in any of heading tags

  29. Step 8: Body Text Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com Make sure that the keyword you are targeting really is in your body text Put main keywords closer to the top of the document Avoid keyword stuffing in body text and don't hide text through colour by blending text color with background color Avoid too high keyword density (>10%) as it may lead to penalty (use synonyms, related words and LSI (http://en.wikipedia.org/wiki/Latent_semantic_analysis ) words - http://quintura.com/ will help you find them) Pay attention to keyword density

  30. Step 9: URL / Domain Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com Domain name: If possible, put your main keyword in the domain name For SEO it seems that there is no difference between delimiting words in domain name or writing them together. From marketing standpoint it's better not to delimit words in domain name with dashes because of word of mouth marketing. URL: Make "user-friendly" urls; put your keywords there and leave out stop words (http://www.ranks.nl/resources/stopwords.html) like "I", "a", "an" etc. Also try to avoid special characters like "&", "?", "=", "$", "%", "^" in the URL.Avoid keyword stuffing in URLs and try to keep them within a reasonable length.

  31. Step 10: SiteMap / Robots.txt Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com Sitemap is a file or multiple files that list URLs for a website. It is important to submit your sitemap to Google Webmaster Tools It is important to include a link to sitemap file in your robots.txt file. If you want to put sitemap on different domain you must put a link to it in your robots.txt file. All information about sitemaps - http://www.sitemaps.org/ You can also submit your sitemap to Yahoo! Site Explorer and MSN Live Webmaster Center. If you don't have a sitemap, try sitemap generators Robots.txt is a file on your site that tells web spiders (like Googlebot) how to behave on your site. Robots.txt should contain a link to your sitemap (for example: Sitemap: http://www.tmprod.com/sitemap.xml) . All information about robots.txt - http://www.robotstxt.org/

  32. Step 11: Meta Description Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com Make sure that the keyword you are targeting really is in your meta description Create unique meta description for every pagePut your keyword closer to the start of the meta description A compelling call-to-action in meta description might help you get a better click-through rate in Google search engine results pages. Avoid keyword stuffing in meta description Keep the lenght of meta description under 160 characters (15 - 20 words) to make sure that your message isn't truncated in Google SERPs. Make meta description different from page title (<title>).

  33. Step 12: Links Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com For internal linking - put nofollow attribute on links to unimportant pages (from SEO standpoint - like "Privacy Policy", "Contact us" and other pages) Put keywords in anchor texts If link anchor is an image then put anchor text in image's "alt" attribute Avoid keyword stuffing in anchor texts Avoid using un-related phrases like "click here" or "more..." in anchor texts Linking to similar external sites will help search engines to determine your site's theme Check your anchor texts and nofollow attributes

  34. Step 13: Load Time Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com 100% Valid code is great but most of the time search engine spiders can process invalid code as well. Using less <table> tags may result in faster page load Having smaller HTML will result in faster page load Avoid broken images on your site as it slows down page load (click on the "Load time" link to get list of broken images on site) Put CSS in external files. If you can combine all CSS information into one file it will make your page load faster Put JavaScript code in external files. If you can combine all JavaScript code information into one file it will make your page load faster If you are using common JS libraries (like jquery, prototype, moo tools and others) use Google Ajax Libraries API

  35. Step 14: Images Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com Use "alt" texts to describe the image - for accessibility and SEO reasons Don't overuse "alt" texts, for example, don't add them to spacer images or layout of images Put keywords in "alt" texts if they make sense in the context You can also use keywords in filenames (write keywords together or seperate them with dashes) Avoid keyword stuffing in "alt" texts or filenames

  36. Step 15: Other things to consider Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com First Impression – make it SEO friendly but don’t forget the customer! a. Accessibility / Spider ability (no CSS, JavaScript, Cookies) b. Robots.txt c. Crawl Test – Is your site accessible? d. Browse as GoogleBot – (cloaking, can you see the same as a user, Google healthcheck) e. Sitesearch / Brandsearch f. Google cache (is content there, content the same) g. Duplicate content (are you providing confusing info to search engines) h. No www vs. www i. Check all domains (sitedomainip check, multiple sites have the same content on ip)  j. URL’s – (structure, length, keyword rich) k. Title Tags (unique ea page, descriptive) l. Content Review (enough content, header tags with key phrases m. Meta tags (stuffing, proper length) n. Redirects (http headers {http://livehttpheaders.mozdev.org/}, non www vs. www) o. Internal Linking – (# of links, anchortext, no vs. do follow, TOS, Privacy) p. Geolocation – (Where is IP, domain, local address, Google Local) q. External Linking – (what looks bad, anchor text, deep linking, look natural, paid links) r. Symantec HTML – (bulky size, crawl rate, alt tags, images, poorly formatted code)

  37. Why Hire A Professional? Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Thorough assessment of business needs and current state. • SEO professionals can help determine the most cost-effective methods of making needed site modifications. • Professional PPC campaign management can greatly increase ROI, and reduce startup costs. • Focus: Is search engine marketing really your core business?

  38. Search Engine Marketing Process Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Stage 1: Business Assessment • Stage 2: Keyword Strategy • Stage 3: Pay-Per-Click • Stage 4: Website Optimization • Stage 5: Link Building • Stage 6: Tracking and Refinement

  39. Business Assessment Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Key Business Issues • Establish Business Goals • Identify Key Players • Examine Current Metrics • Conduct Site Review • Keyword Brainstorming

  40. Keyword Strategy Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Search Term Discovery • Keyword Metrics • Assess Relevance • Search Term Selection • Establish Priorities • Determine Methods

  41. Pay Per Click Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Initial Keyword Strategy • Develop Ad Copy and Headlines • Testing Phase • Add Negative Matching • Add Exact Matching • Track and Refine

  42. Website Optimization Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Map Keywords to Content • Site Structure and Organization • Modify Page Templates • SEO Copywriting and Rewrites • Optimize Internal Links • Set Up Tracking System

  43. Link Building Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • Keyword Strategy Review • Directory Submissions • Press Releases • Link Partnerships • Link-Based Advertising • Affiliate Program

  44. Tracking & Refinement Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • For SEO, Begin at 2 months • For PPC, From Day 1 • Identify Key Search Terms • Identify Performance Gaps • Cost-Benefit Analysis • Refine Strategy

  45. Social Media Online Business Development & Marketing 316 1/2 South Main St. Suite 204 . Royal Oak, MI 48307 PH 248.586.9210 | FX 248.582.9212 | www.tmprod.com • What are best practices? • Which sites to use? • Get a game plan! Goals! • Set a budget & include time! • Track and refine!