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Maximizing Search Engines

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Maximizing Search Engines

  1. 1. Maximizing Search Engine Marketing with Susan Barnes for SFSU CEL Integrated Marketing Program March 4 - 14, 2009
  2. 2. Introductions <ul><li>A bit about me and a lot about YOU </li></ul><ul><li>Please tell us </li></ul><ul><ul><li>your name, </li></ul></ul><ul><ul><li>your company, </li></ul></ul><ul><ul><li>what you want to be when you grow up and </li></ul></ul><ul><ul><li>what you hope to get out of this class </li></ul></ul>
  3. 3. What do you need? <ul><li>A Web Site with </li></ul><ul><ul><li>Search Engine Friendly Content </li></ul></ul><ul><ul><li>Human Friendly Content </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>A reason to share and return </li></ul></ul>
  4. 4. What is Search Engine Marketing? <ul><li>What is Marketing? </li></ul><ul><li>Mar-ket-ing the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, shipping, storing, and selling. </li></ul><ul><li>  </li></ul>
  5. 5. What is Search Engine Marketing? <ul><li>Using search engines to promote your product or service online. </li></ul><ul><li>A potential customer goes online and searches for your product. </li></ul><ul><li>There are two possible results: </li></ul><ul><li>They find you.  </li></ul><ul><li>They don’t find you.  </li></ul>
  6. 6. What is Search Engine Marketing? <ul><li>If you are not on the first page of search results, you are unlikely to be found. </li></ul><ul><li>There are two ways to be found: </li></ul><ul><li>Organic (“FREE”) listings </li></ul><ul><li>Sponsored listing (Paid search, PPC or Pay Per Click) </li></ul>
  7. 8. What is SEO? <ul><li>For Organic “Free” listing placement you need SEO aka Search Engine Optimization. </li></ul><ul><li>SEO is the act of carefully designing and coding your web site so that it is very friendly to search engines. </li></ul><ul><li>  </li></ul><ul><li>How do you do that? </li></ul><ul><li>  </li></ul>
  8. 9. What is SEO? <ul><li>Remember that search engines are spiders and then ask yourself:  </li></ul><ul><li>What do spiders like? </li></ul><ul><li>Fresh food (fresh content) </li></ul><ul><li>Webs (link love) </li></ul><ul><li>Quality (links and content) </li></ul>
  9. 10. What is SEO? <ul><li>What makes up a number one ranking on a search engine results page? </li></ul><ul><li>Each engine has a different algorithm  </li></ul><ul><li>Al-go-rithm </li></ul><ul><li>a set of rules for solving a problem in a finite number of steps, as for finding the greatest common divisor. </li></ul>
  10. 11. What is SEO? <ul><li>For search engines the algorithm takes into consideration: </li></ul><ul><ul><li>The number of keywords in the content </li></ul></ul><ul><ul><li>Where the keywords display, are they in the title, meta data, hyperlinks, headings, alt tags? </li></ul></ul><ul><ul><li>What is the keyword relevancy? </li></ul></ul><ul><ul><li>How popular is the website? I.e. Link Popularity or PageRank. </li></ul></ul><ul><ul><li>Is the site readable? </li></ul></ul><ul><ul><li>Does the site allow easy indexing? </li></ul></ul>
  11. 12. Which Search Engine Should You Focus On?
  12. 13. Which Search Engine Should You Focus On?
  13. 14. Which Search Engine Should You Focus On?
  14. 17. What are the benefits? <ul><li>People are looking for you online and more importantly they are looking on search engines. </li></ul><ul><li>Open 24/7 anytime, anywhere </li></ul><ul><li>Cost effective </li></ul>
  15. 18. What Are Your Goals? <ul><li>Get Traffic </li></ul><ul><li>Increase Awareness </li></ul><ul><li>Sell </li></ul><ul><ul><li>your product </li></ul></ul><ul><ul><li>your services </li></ul></ul><ul><ul><li>your brand </li></ul></ul><ul><li>Generate leads </li></ul>
  16. 19. Success Strategies <ul><li>Understand where you are in the market </li></ul><ul><ul><li>Competitor Research on search engines and on their sites </li></ul></ul><ul><ul><li>Common Sense </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>http://www. linkpopularity .com </li></ul></ul><ul><ul><li>Grade your site </li></ul></ul>
  17. 20. Success Strategies <ul><li>Build your keyword list </li></ul><ul><ul><li>What can you learn from your competitors and how? </li></ul></ul><ul><ul><li>Google’s Keyword Suggestion tool </li></ul></ul><ul><ul><li>Wordtracker is a fee based service, but you can try it for free at </li></ul></ul><ul><ul><li>KeywordDiscovery is another service for a fee, but you can try it out to see if you like it </li></ul></ul><ul><ul><li>To The Web Tools </li></ul></ul>
  18. 21. Web & Blog Success Strategies <ul><li>Content is Queen </li></ul><ul><ul><li>Nothing beats good content </li></ul></ul><ul><ul><li>If you offer value, you will be revered </li></ul></ul><ul><ul><li>Be real, be generous, be valuable </li></ul></ul>
  19. 22. SEO Success Strategies <ul><li>Courage with Code </li></ul><ul><ul><li>Code need not be scary </li></ul></ul><ul><ul><ul><li>Ask your webmaster </li></ul></ul></ul><ul><ul><ul><li>Do It Yourself </li></ul></ul></ul><ul><ul><ul><li>Hire a Consultant </li></ul></ul></ul><ul><ul><li>Basics to know </li></ul></ul><ul><ul><ul><li>Title Tag </li></ul></ul></ul><ul><ul><ul><li>Meta Data </li></ul></ul></ul><ul><ul><ul><li>Hyperlinks </li></ul></ul></ul><ul><ul><ul><li>Heading tags </li></ul></ul></ul><ul><ul><ul><li>Alt text </li></ul></ul></ul>
  20. 23. SEO Success Strategies <ul><li>Link Love </li></ul><ul><ul><li>Know your link popularity and how you stack up against your competition </li></ul></ul><ul><ul><li>Link to other valuable content </li></ul></ul><ul><ul><li>Ask other websites to link to you </li></ul></ul>
  21. 24. SEO Success Strategies <ul><li>Submitting Your Site </li></ul><ul><ul><li> [FREE] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> [FREE] </li></ul></ul>
  22. 25. SEO Success Strategies <ul><li>Articles </li></ul><ul><ul><li>Build Content </li></ul></ul><ul><ul><li>Create Opportunities to earn links </li></ul></ul><ul><ul><li>Build Credibility </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Find others (hint search, look at email newsletter content) </li></ul></ul>
  23. 26. Paid Search <ul><li>PPC, CPC, Sponsored Listings </li></ul><ul><ul><li>http: //adwords . google .com </li></ul></ul><ul><ul><li>Yahoo Search Marketing </li></ul></ul><ul><ul><li>Microsoft AdCenter </li></ul></ul>
  24. 27. Paid Search <ul><li>Google </li></ul><ul><ul><li>AdWords and AdSense: </li></ul></ul><ul><ul><li>What’s the difference? </li></ul></ul>
  25. 28. Paid Search <ul><li>Google </li></ul><ul><ul><li>Broad match </li></ul></ul><ul><ul><li>Phrase match </li></ul></ul><ul><ul><li>Exact match </li></ul></ul><ul><ul><li>Negative keywords </li></ul></ul>
  26. 29. Paid Search <ul><li>Google </li></ul><ul><ul><li>Broad match: dark chocolate The dark and dreamy chocolate </li></ul></ul><ul><ul><li>Phrase match: “dark chocolate” The dark chocolate was dreamy </li></ul></ul><ul><ul><li>Exact match: [dark chocolate] Dark chocolate </li></ul></ul><ul><ul><li>Negative keywords: -milk, -white, -truffle only dark, not anything else or only chocolate not (dark)-night or (dark)-humor </li></ul></ul>
  27. 30. Paid Search <ul><li>Don’t </li></ul><ul><li>1. create a long list of less than targeted keywords </li></ul><ul><li>2. fail to identify unique aspects of your product or service </li></ul><ul><li>3. forget to add keywords in your ad text </li></ul><ul><li>4. direct users solely to your home page </li></ul><ul><li>5. create single ad groups </li></ul><ul><li>6. utilize single campaigns </li></ul><ul><li>7. use broad match only </li></ul><ul><li>8. fail to optimize ad serving for your ads </li></ul><ul><li>9. fail to track results </li></ul><ul><li>10. enter the content network without modifying bids </li></ul>
  28. 31. Paid Search <ul><li>Do </li></ul><ul><li>1. Create a focused list of target words </li></ul><ul><li>2. Identify unique aspects of your product or service </li></ul><ul><li>3. Remember to add keywords in your ad text </li></ul><ul><li>4. Use the appropriate URL </li></ul><ul><li>5. create multiple ad groups </li></ul><ul><li>6. utilize multiple campaigns </li></ul><ul><li>7. use broad match, phrase match, exact match and negative keyword terms </li></ul><ul><li>8. optimize ad serving for your ads </li></ul><ul><li>9. track results (analytics) </li></ul><ul><li>10. Modify bids on content network ads </li></ul>
  29. 32. Local <ul><li>Google Local and Maps </li></ul><ul><li>Must have a physical address </li></ul><ul><li>Reviews are good </li></ul><ul><li>Process </li></ul><ul><li>Pictures </li></ul><ul><li>Details </li></ul>
  30. 33. Local <ul><li>Google Local </li></ul>
  31. 34. Local <ul><li>Google Local </li></ul>
  32. 35. Local <ul><li>Google Local </li></ul>
  33. 36. Local <ul><li>Google Maps </li></ul>
  34. 37. Local <ul><li>Yahoo Maps </li></ul>
  35. 38. Local <ul><li>Yahoo Maps </li></ul>
  36. 39. Success Strategies <ul><li>Analytics </li></ul><ul><ul><li>To improve you must measure </li></ul></ul><ul><ul><li>The process is ongoing </li></ul></ul><ul><ul><li>Monitor at least monthly </li></ul></ul><ul><ul><li>View and decide based on changes in: </li></ul></ul><ul><ul><ul><li>Number of visits </li></ul></ul></ul><ul><ul><ul><li>Average length of time spent </li></ul></ul></ul><ul><ul><ul><li>Top visited pages </li></ul></ul></ul><ul><ul><ul><li>Referring sites </li></ul></ul></ul><ul><ul><ul><li>Top keyword phrases </li></ul></ul></ul><ul><ul><ul><li>Search engine traffic </li></ul></ul></ul>
  37. 40. Case Studies / Hands On Workshop <ul><li>Volunteer your site for review </li></ul>
  38. 41. Thank You! Please keep in touch [email_address] http://www. classesforcauses .org