10. Make up of Search Results Organic Listings “Natural” search results Determined by “objective” algorithms Paid Listings Appear next to desired keywords Short title Two lines of text (changing…) Position driven by willingness to pay
11. Make up of Search Results Places Listings Business listings from seed data (yellow pages) Determined by “objective” algorithms Location of searcher Maps Listings Business listings from seed data (yellow pages) Determined by “objective” algorithm Drive to Google Places listing vs your website
12. Definitions SEO: Search Engine Optimisation Tweaking your content to appear within search engine results pages PPC: Pay Per Click Advertising model where you pay for each click you receive, most search engines use PPC. Search Marketing SEO + PPC Or PPC
17. Create good content Search engines key requirement Social sharing influencing rankings Who is sharing your content? Measure how good your content is Generate links, likes, +’s and tweets Each page should have a single theme Hard work
18. Optimise HTML tags Title <title> Meta Tags: “description” “Micro Formats”
19. Optimise HTML tags Header Tags <h1>Is the most important on the page</h1> <h2,3,4…> Others: Bold <strong> Italic <i>
20. Optimise HTML tags Open graph meta tags Facebook image, title & description etc
21. Optimise Links Make sure all pieces of content can be found through internal links Optimise anchor text with focus keywords that make it clear what the link points to Optimise all external links
22. Ensure Site is Search Friendly Search engines are simple, therefore make it easy…. Text Links Simple code, with content positioned high within it
23. Ensure Site is Search Friendly Hard…. Images, multimedia, flash (getting better) Some programming code Javascript, CSS, search boxes
24. Leverage Social Media to promote Google + Likes Tweets High profile blogs Industry awards Add commentary Give something worth sharing
43. Thank you Andy Jamieson | Director Switched On MediaLevel 12, 60 Miller St. North Sydney NSW 2060p: 61 2 8248 5032 | f: 61 2 8580 5052 | m: 61 411 487 054 w: www.switchedonmedia.com.au e:andy@switchedonmedia.com.au 27