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SEM PO It's Not Just Paid Search! - Part Two The webinar will begin in 10 minutes. Presented By: Ken Jurina, President www.epiar.com Audio Instructions: Toll number – 1-267-238-2480 Toll-free number – 1-888-667-3101 Participant Code – 16651471

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slide1

SEMPO

It's Not Just Paid Search! - Part Two

The webinar will begin in 10 minutes.

Presented By: Ken Jurina, President www.epiar.com

Audio Instructions:Toll number – 1-267-238-2480Toll-free number – 1-888-667-3101Participant Code – 16651471

Technical Support For Both Audio and Visual:1.800.820.8023 or 44 (0)870 001 7726

Search Engine Marketing Professional Organization

slide2

SEMPO

It's Not Just Paid Search! - Part Two

The webinar will begin in 5 minutes.

Presented By: Ken Jurina, President www.epiar.com

Audio Instructions:Toll number – 1-267-238-2480Toll-free number – 1-888-667-3101Participant Code – 16651471

Technical Support For Both Audio and Visual:1.800.820.8023 or 44 (0)870 001 7726

Search Engine Marketing Professional Organization

slide3

SEMPO

It's Not Just Paid Search! - Part Two

The webinar will begin momentarily.

Presented By: Ken Jurina, President www.epiar.com

Audio Instructions:Toll number – 1-267-238-2480Toll-free number – 1-888-667-3101Participant Code – 16651471

Technical Support For Both Audio and Visual:1.800.820.8023 or 44 (0)870 001 7726

Search Engine Marketing Professional Organization

slide4

SEMPO

It's Not Just Paid Search! - Part Two

1. Technical Support For Both Audio and Visual:  1.800.820.8023 or 44 (0)870 001 77262. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

Search Engine Marketing Professional Organization

agenda
Agenda
  • Review of Part One
  • Organic & Paid Search Engine Listings
  • Internet Market Research
  • On-Site & Off-Site Optimization
  • Ongoing Measurement & Analysis
  • Poor SEO Techniques
  • SEO Integration Into Online & Offline Marketing Strategies
  • Choosing an SEO Resource
  • SEO Across your Organization
  • Conclusion
  • Q&A

1. Technical Support For Both Audio and Visual:  1.800.820.8023 or 44 (0)870 001 77262. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

Search Engine Marketing Professional Organization

introduction presenter and topic
Introduction: Presenter and Topic

“It’s Not Just Paid Search: Part 2”

Expanding on search engine marketing and optimization basics; importance of Internet market research; identifying SEO as a long-term process; and integrating it into other online and offline marketing efforts.

Your Presenter:

Ken Jurina

President of Epiar Inc., Co-Chair of the SEMPO Marketing Committee & member of the Global Committee.

www.epiar.com

1. Technical Support For Both Audio and Visual:  1.800.820.8023 or 44 (0)870 001 77262. To participate in the following Q&A session, please send your question to the Host using the “chat” feature.

Search Engine Marketing Professional Organization

review of part one
Review of Part One
  • Review: More Than Just Paid Search – Part One
    • What is SEO?
    • What does it involve?
    • Why is SEO important?
    • Benefits of SEO.
    • Potential problems with SEO.
  • Difference Between an Organic/Natural Listing & a Paid Listing
    • Visual placement on screen.
    • Percentage of traffic earned organic vs. paid.

Search Engine Marketing Professional Organization

google serp organic paid listing example
Google SERP Organic / Paid Listing Example

Search Engine Marketing Professional Organization

yahoo serp organic paid listing example
Yahoo! SERP Organic / Paid Listing Example

Search Engine Marketing Professional Organization

msn serp organic paid listing example
MSN SERP Organic / Paid Listing Example

Search Engine Marketing Professional Organization

online market research
Online Market Research
  • Data Mine, Then Design
    • Keyword research
      • First and most important step when initiating any effective SEO strategies.
      • Profile the search behavior needs and wants of your target market.
    • Identifies actual phrases being searched.
      • Eliminates “best guess” approach to SEO.
    • Can identify other online & offline selling and advertising opportunities.
      • Products to sell.
      • Services to provide.
      • Geographic markets to tap.

Search Engine Marketing Professional Organization

speaking your customers language
Speaking Your Customers’ Language

Example: Alberta Hotel & Lodging Association (www.explorealberta.com)

  • Client Suggested Phrase:
    • “Hotels in Alberta” – Searched 3 times/day (5,370,000 competing sites).
  • Phrase Identified by Market Research:
    • “Alberta Hotels” – Searched 36 times/day (Ranked #1 - 6,010,000 sites).

Search Engine Marketing Professional Organization

speaking your customers language13
Client Suggested Phrases:

Gold Plating

Nickel Coating

Conductive Fillers

Thermal Spray Coating

Phrases actually NOTBEING searched

Phrases Identified by

Internet Market Research:

EMI Shielding

RFI Solutions

Radio Frequency Shielding

Electromagnetic Interference

Magnetic Shielding

Popular phrases BEING

searched

Speaking Your Customers’ Language

Search Engine Marketing Professional Organization

on site off site optimization
On-Site Optimization

Content & Architecture:

Page title tags

Headers

Anchor text

META keywords & descriptions

URL structure

Internal linking

301 redirection

Robots.txt

Off-Site Optimization

Linking & Visibility:

External linking

Articles

Blogs

On-Site & Off-Site Optimization

Search Engine Marketing Professional Organization

page title tag
Page Title Tag

Search Engine Marketing Professional Organization

meta description meta keywords
META Description & META Keywords

Search Engine Marketing Professional Organization

meta description meta keywords17
META Description & META Keywords

Search Engine Marketing Professional Organization

headers
Headers

Search Engine Marketing Professional Organization

alt text
ALT Text

Search Engine Marketing Professional Organization

optimized url structure
Optimized URL Structure

Search Engine Marketing Professional Organization

anchor text
Anchor Text

Search Engine Marketing Professional Organization

internal linking
Internal Linking

Search Engine Marketing Professional Organization

site map
Site Map

Search Engine Marketing Professional Organization

301 redirects
301 Redirects
  • 301 Redirects
    • Use a server-side permanent redirect only, not a META refresh.
    • PageRank (a value assigned by Google) for that particular page should still be maintained.
    • Bookmarks/Favorites updated in Internet Explorer.
    • Site Redesign: Review creating & implementing 301 redirects before your new site goes live.

Search Engine Marketing Professional Organization

robots file
Robots File
  • Robots.txt File
    • Text file that tells search engine robots visiting the web site which pages not to index. (Also gives competitors direction as to what you’re hiding.)
    • Found in the root directory of web site.
    • Creating and implementing a robots.txt file – what to restrict?
      • Password protected areas
      • Calendars
      • Company documents/Legal info
      • Terms of Use/Privacy Policy

Search Engine Marketing Professional Organization

external linking
External Linking
  • External Linking
    • Quality vs. quantity.
    • Inbound links: one-way, reciprocal & paid.
    • Where to get links (Related sites within your industry).
    • Links from .gov, .edu, domains better.

Search Engine Marketing Professional Organization

articles blogs
Articles

Benefits of submitting articles.

Where to submit articles?

Articles that have been archived.

PDFs.

Blogs

Blogs & SEO.

Benefits of creating & submitting to a blog.

Are blogs for everyone?

RSS feeds.

Articles & Blogs

Search Engine Marketing Professional Organization

ongoing measurement analysis
Ongoing Measurement & Analysis
  • Log File Analysis, Measurement & Other Metrics
    • Log file analysis:
      • Web site traffic (Unique visitors/sessions, not hits).
      • Search-engine referred traffic.
      • Entry & exit pages.
      • Pages viewed per visitor.
    • Key phrase ranking reports:
      • Phrases ranking in search results.
    • Inbound linking analysis:
      • Number of links & from which web sites.
    • Link popularity:
      • Competitor comparison & analysis of link equity.

Search Engine Marketing Professional Organization

poor seo techniques
Frames:

Search engines have difficulty navigating around frames.

Flash/Flash Intros:

Difficult for search engines to read.

Flash intro may prevent indexing of key web site content.

Little or No Content:

No information for search engines to index.

Hidden Text:

White text/white background.

Common spamming technique.

Poor SEO Techniques

Search Engine Marketing Professional Organization

seo integration into online marketing strategies
SEO Integration Into Online Marketing Strategies
  • Online:
    • Web site.
    • Online newsletter.
    • Email.
    • Online press releases.
    • White papers.
    • Blogs.

Search Engine Marketing Professional Organization

seo integration into offline marketing strategies
SEO Integration Into Offline Marketing Strategies
  • Offline:
    • Branding.
    • Competitive analysis.
    • New market opportunities.
    • Streamline business processes.
    • Public relations.
    • Information for investors.

Search Engine Marketing Professional Organization

choosing an seo resource
Choosing an SEO Resource
  • Research Prospective SEM Companies:
    • Check references – who are their previous clients?
    • Do they rank in the search results? Clients? Get examples!
    • Get detailed information on SEO services.
    • Have several options when choosing an SEO firm.
  • Determine the Services Required:
    • Search Engine Optimization/paid placement or both?
    • Consultant vs. large SEO:
      • Are they a fit for your company?
      • Don’t expect a guarantee for services.
  • Pricing:
    • Packages:
      • Performance-based.
      • Flat rate.
      • Monthly installments plans.

Search Engine Marketing Professional Organization

seo across your organization
SEO Across your Organization
  • SEO Affects an Entire Organization:
    • Web design & programming.
    • Public relations.
    • Marketing.
    • Supply Chain Management (SCM).
    • Accounting.
    • Management.
  • SEO Involves Ongoing Change & Adaptation:
    • Methodologies.
    • Direction with partnerships, alliances, customers!
    • Technology?

Search Engine Marketing Professional Organization

conclusion
Conclusion
  • What to Know about SEO:
    • Begin all SEO initiatives with in-depth Internet market research.
    • Know what areas of a web site are important to optimize.
    • Understand that many off-site optimization activities are long-term.
    • Ongoing measurement is key to determining success!
    • Have basic understanding of poor SEO techniques & what to watch out for.
    • Elements of SEO can be integrated into other online & offline marketing initiatives.
    • Do research on prospective SEO firms & understand how it will affect your business.

Search Engine Marketing Professional Organization

slide35

Q&A

SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION

sempo sponsors references
SEMPO Sponsors / References

Sources: Jupiter Research, ComScore, SEO Roundtable

Search Engine Marketing Professional Organization

slide37

SEMPO, Inc.

401 Edgewater Place, Suite 600

Wakefield, Massachusetts 01880

781.876.8866

info@sempo.org

SEMPO

Search Engine Marketing Professional Organization