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Search Engine Marketing Past Current Future & Tactics

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Search Engine Marketing Past Current Future & Tactics

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  1. Search Engine MarketingPastCurrent Future& Tactics

  2. .com .com SIIAJune 2008

  3. The Past: Google Results SIIAJune 2008

  4. .com .com SIIAJune 2008

  5. The Current: Google Results http://www.google.com/search?hl=en&q=iphone SIIAJune 2008

  6. SIIAJune 2008

  7. Paid Search Remains the Same for Now.

  8. Your Blogs The Future: Search Results .com Publicity Multi-Media User Generated Content Their Blogs Online Advertising *In Your Control SIIAJune 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. SIIAJune 2008

  10. Why is Search Important? • Highest ROI • Entry Point to all things • Measurable • Optimizable • Deal Closer SIIAJune 2008

  11. Goal of Search Engine Optimization High Rankings in Organic Search Engine Results, for all media elements, that Increase Quality Traffic to Website. SIIAJune 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. Fold SIIAJune 2008 Heat map showing concentration of attention and clicks in the Natural Search listings (Source: Eyetools’ EyeTracking Study, June 2005)

  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. SIIAJune 2008

  14. 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 Components of SEO SIIAJune 2008

  15. Challenge #1:Getting all pages/Media elements into the SE Index SIIAJune 2008

  16. SpiderabilityRemember that they WANT your Content • All pages accessible through the navigation structure of the site • Java required • Images • Cookies required • Redirects to main pages SIIAJune 2008

  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 SIIAJune 2008

  18. 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 SIIAJune 2008

  19. 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 Included in page heading Keyword: “camera accessories” Included in article text SIIAJune 2008

  20. Important Source Code Optimization Elements • TITLE Tag • Meta Tags • Image Tags • Headings (part of content but critical) • Link Title tags • Hyperlink text SIIAJune 2008

  21. Meta tags – what are they? • Source code recommendations pertain to individual web pages Title tag <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"> Keywords & Description tags SIIAJune 2008

  22. 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 least250 characters of HTML content per page (not including links!). Most pages that rank well have 100+ words of content. SIIAJune 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 SIIAJune 2008

  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! SIIAJune 2008

  25. Thank You. Barbara ‘webmama’ Coll