The document discusses search engine marketing and optimization. It covers the basics of SEM, how search engines work, key elements of SEO like content, title tags, and links. It also discusses using blogs for SEO benefits, integrating social media elements, and how the search engine landscape is evolving with real-time and social search. The overall recommendations are to think about attraction and action for visitors, track performance with analytics to continuously improve, and ensure all marketing elements work together including social media.
6. Search Engine Marketing - Action
Keeping
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Connect on LinkedIn
Sharing your articles
Follow you on Twitter
“Like” your business on Facebook
Purchase your product or service
Call your office
Email you
Sign up for your newsletter or trial offer
Subscribe to your blog / news feed
7. Web Design basics
Navigation must be clear
Use your “prime real estate” well
Keep messages clear
Mark a path for your visitors
Mix text, images and other
First impressions count:
remember your target audience
Keeping
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2010
11. Web Design basics
Navigation must be clear
Use your “prime real estate” well
Keep messages clear
Mark a path for your visitors
Mix text, images and other
First impressions count:
remember your target audience
Keeping
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Local
Sept 7th
2010
13. Web Design basics
“The times they are a-changing”
Keeping
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Got to get interactive
Got to get sharing
Got to get sticky
WE NEED TO ENGAGE
14. Track and improve
Get an analytics programme onsite -
Google Analytics is still good!
Carry out a gap analysis
Check entry points and exit points
Check keywords that you are being found for
Check the sites that are referring you
Check popular pages
Check campaign results
Fill in the gaps
Repeat …
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16. Lots of marketing opportunities
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17. What is what in SEM?
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18. How the Search Engines work
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19. How the Search Engines work
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20. How the Search Engines work
Send out their spiders / robots
Revisit existing sites and follow links to
find new sites
Retrieve and index the code of the pages
they find and hold it in data centres
We search using words
They search their index and rank
relevant pages using an algorithm
Create a list (SERPS) with the results
Continue to extend and update the index
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21. Search Engine Optimisation
There are about 200 factors used in
Google’s ranking algorithm, so:
Get the whole of your site indexed
Concentrate on the main ones
- Targeted, fresh, unique content
- Title Tag uniqueness
- Inbound links (with good anchor text)
- Internal linking
- URL (domain & page) selection
- Header Tags / Alt Tags / Meta Tags
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22. Key Elements: Content
Focused content – it’s the page not
the site that matters
Ensure keywords are used but don’t
keyword “stuff”, be natural
Keep up to date – recent content is
good
Remember who you are really writing
for
Keeping
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23. Key Elements: Title Tag
Agreed to be the key on-page element
Appears in two places:
Top of the page
Search Engine Results
Has two audiences:
Search Engine Users
Search Engine Spiders
Time spent on creating them is time
well spent
Meta Tags less SEO but …
Keeping
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24. Key Elements: Links
Internal and external are important
(for different reasons)
PageRank reflects external inbound
links … but don’t get hung up!
Where from is important - context
Anchor Text is very important –
remember Google Bombing?!
Have a link building programme
Keeping
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25. Above all in SEO …
… remember to bake the cake!
Getting all the ingredients in the right
quantities produces the best results
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26. Google changes help social search
Adding Social Elements to the
current Search Process
You can now filter and dissect
much more
Need to be visible here too!
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27. Where does a blog really sit?
etc
Business
Blog
SOCIALSOCIAL
MEDIAMEDIA
SEARCHSEARCH
ENGINESENGINES
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28. Immediate Search & Business Benefits
Search Engine magnets
Push Marketing & Instant Information
distribution
Engage with readers and creating an
interactive space
No technical knowledge required
Permalinks for individual news articles
and organised automatically
Internal and External Links
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29. Blog Plus Points
Helps the indexing process
Makes it easy to add new content
quickly and easily
Allows customised Title Tags, URLs,
general tags and links
Great internal linking
Encourages higher levels of external
linking
(even Google says they’re good –
sshh!)
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31. Make it all work together
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32. … and going forward?
Real time Search & Social Search
Different types of content
Two key search axes (at least for now)
– Google and Bing
Personalised Search (& its impact)
More information in the search
Engines, so beware
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33. Summary
Think Attraction then Action
Guide your visitors and keep them on
the site and keep them returning
Track, Analyse / Measure & Improve
Be aware of changing landscape: SEO
is not the be all and end all
Make sure all elements are working
together for you
Get Social … before Social gets you!
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34. Thank you for
your attention!
Keeping
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2010
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