This document provides an overview of digital marketing and search engine optimization strategies for companies. It discusses establishing a web presence, search engine marketing, paid and organic search listings, and the basics of SEO. Key recommendations include identifying target keywords, optimizing pages by including keywords in titles, headings, and text, and getting backlinks from relevant websites. The document also covers content optimization best practices like writing for scanning, using the correct document structure and tags, and measuring success through metrics like visibility, traffic, and conversion.

1. Your Web Presence and Digital Marketing Michelle Flynn 17.11.2010

2. There are obstacles to implementing a web presence for companies, such as: Costs Time Lack of Expertise Non Relevancy to a companies customer base Technology based restrictions Security considerations Business Obstacles

3. Why Search Engine Marketing? How to get listed in search engines? Optimising websites Paid vs. Organic listings Pay Per Click Campaign Search Engine Marketing Strategies

6. Search Engine Optimisation (SEO) is the process of improving volume and quality of traffic to a website from search engines via “natural” (organic” or “algorithmic”) search results ranking it high up in search results. As an internet marketing strategy, SEO considers how search engines work and what people search for. Optimising a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords. What is SEO?

7. Advantages Low cost, no money given to search engines Users 80% more likely to click there High positions can last long into the future Perceived as a quality endorsement Disadvantages Time required before results appear Difficult for highly competitive phrases No guarantees Pros & Consof Organic Listings

8. Identify target key phrases approx. 4/page Include the key phrase throughout the page Get links to the site SEO Basics

9. Identify Target Key Phrases What phrases would potential customers type in? What queries have actually been conducted?- most popular queries Keyphrase Research

10. Include the key phrases on the page Once in the page title Once in the heading on a page Once in regular text on the page Once in Bold Text NB: Ensure Keywords blend in Page Optimisation

11. Every page should have a unique title Title is built around target term for that page This will be a 2 or 3 word term “The Nike Running Shoes Collection” Keep it short, attractive and enticing. Remember you want people to be interested Title Tag- Your secret Weapon

12. Use it to describe pages your way, not the search engine’s way Sell your site, but don’t mislead Incorporate the page’s target term 200-250 characters in lenght, but more is okay In a hurry? Just use the first paragraph of each page Meta Description Tag

13. Avoid these Spam Techniques Hidden/Invisible Text Keyword stuffing (in alt tags or below the footer) Bounce Pages, Dummy pages re-routing to website Page Jacking (Plagiarised content) Link farms and link spam Optimisation Don’t

14. Content Tips Google Ignores Meta Keyword Tags Focus on one or two key phrases per page .......But add as many pages as you can Regularly check your stats for popular phrases Make it text rich (avoid multimedia) Optimisation Do’s

15. Content is not cheap, Requires; Planning Expertise Budget/Resources “Users don’t read on the web: They SCAN the text”- Jakob Nielsen Content Management

16. Allow white space Paragraphs no longer than 50 words or seven lines Bullet points and subheads Articles no longer than 500-700 words Concise rather than comprehensive Top Tips for content that pays off

17. Active voice and lively language The 4 C’s of effectiveness: Clarity, Conciseness, Completeness, Correctness Light on waffle, heavy on value ( 80/20 rule) Plan for “no image” recipients Push out content- keep content relevant and up to date, Top Tips for content that pays off

19. Get links to many pages, not only the homepage Get links from reputable websites with similar themes to yours Link exchanges are good, but one way links are better Search engines give higher rankings to those that have inbound links Outbound links allow users to find content relevant to them Link Strategy

20. Uses valid, standards, compliant HTML and CSS Has text links to all of the pages on the website Is usable and accessible Uses legible URLs that match page names A search engine friendly website

21. The right domain name Keyword research Competitor analysis Meta data Content is king Submissions Links Online PR Integrate with all offline marketing opportunities Measure your success Zero Budget Online Marketing Tips

22. Visibility Traffic Conversion Return on Investment Measures of online success

23. Thank you for reading this presentation.If you would like further information, please email me at mflyn05@gmail.com