An introduction to Search Engine Marketing that defines the basics of the 'art'. Goal is to provide a general framework upon which in-depth session follow to obtain expert knowledge in the SEO domain.

1. SEARCH ENGINE MARKETING
An introduction

2. WHAT TO EXPECT?
1. Importance of Search Engines
2. SEM – SEA vs SEO
3. How do Search Engines work?
4. How do people search?
5. SEO: obtain high rankings in SERPs
6. SEO Web Copy

3. WAIT A MINUTE.
How do I know you‟re not just bullshitting around?

4. Hi, my name is Tim Vermeire. @vermeiretim digitally.
Born „n raised in the Far-West of Belgium.
Studied Social Sciences and E-business @ UGENT.
Workshops in Strategy & Entrepreneurship @ London
Business School.
Started professional experience within a SEM agency
and applied it in later positions to market products and
services successfully.
Over the past 5 years I helped companies obtain
sustainable growth through intelligent SEM activities.
Guess that makes me more a pull-marketer than a
marketer desperately screaming for attention.

5. 1. IMPORTANCE OF SEARCH ENGINES
• Regardless of website goal, you need visitors.
• Majority of people use SE to get info
• Impossible to realize how they ever did it before... Can you imagine?
• Visitor attracted based on interest - PULL
• Keyword drives traffic
• Customer is by definition “interested”
• Conversion potential very high!
• “8 seconds”-philosophy: on site conversion
• No interruption-marketing

6. 1. IMPORTANCE OF SEARCH ENGINES
Advert blindness on search results
SEO
Vs
SEA

7. 1. IMPORTANCE OF SEARCH ENGINES
Banner blindness – on site

8. 1. IMPORTANCE OF SEARCH ENGINES
Focus on Google
• Most widely used
• If high ranking in Google, mostly in others as well.

9. 2. SEM – SEA VS SEO
• SEM = define the most relevant keywords for a website to drive high-quality traffic from search engines.
• 50% of the job.
• SEO firms tend to forget conversion!
• Some SEO firms just do tricky things.
• Stay Clean  Black Listing by Google for bad techniques like listing al keywords on your
website in the same colour as your background – keyword stuffing.
• Overview SEM, SEO, SEA

10. 2. SEM – SEA VS SEO
• Cfr: Advert & Banner Blindness
Search
SEA
SEO

11. 2. SEM – SEA VS SEO
• SEM = result-driven
• SEM = branding
• People believe first organic results are most reliable
• Cfr: Banner Blindness – SEA Blindness
• SEM = PR
• Journalist are lasy
• Journalist trust Google Organic SERPs

12. 3. HOW SEARCH ENGINES WORK.
• This is not static!
• Algorithm update
• Main principles remain
• “Influence” gains importance – growth of social media
• Explicit example: Google‟s +1 button
• Who searches and recommends what becomes important
• Search sites – Directories – Comparison sites - Search Engines
• Principles: Scanning > Indexing > Ranking

13. 3. HOW SEARCH ENGINES WORK.
• Scanning
• Crawlers & Spiders (BOTS, Software)
• From link to link through your website code
• Important to use copy in most optimal sense
• Template for keyword research & web copy
• For more details on the template, contact me.
• Remark: directories – curation by people (!)
• Equally important to get listed
• Cfr: linkbuilding

14. 3. HOW SEARCH ENGINES WORK.
• Specific search systems
• Metasearch > aggregated
• News search
• Image search
• Google
• But also: Flickr, etc.
• Video search
• YouTube (by Google)
• But also: Vimeo, etc.
• Local search

15. 3. HOW SEARCH ENGINES WORK.
Relevance is key!
1. Internal Relevance
• # times keyword is indexed
• Place of keywords (title, header, ...)
2. External Relevance
• Authority of page (Pagerank , social influence, ...)
• Incoming links (link txt - authority)
• CTR

16. 4. HOW PEOPLE SEARCH.
• First page, first results
• Psychological split „organic‟ (seo) & „paid‟ (sea)
• Do not browse beyond page 3
• Max 30 results scanned
• 4 Groups of “Searchers”

17. 4. HOW PEOPLE SEARCH.
1. Scan & Select
• Stays on page 1; scans first 3 results; fast clicker
• young male
2. Two step scanner
• First results in detail; scroll down
• Older generation (avg. 47 y.o.)
3. Deliberate researcher
• Reads titles & descriptions
• Heterogenous group (all ages, all sexes)
4. 1-2-3 searchers
• Very detailed; reads everything
• Low internet-savy people

18. 4. HOW PEOPLE SEARCH.
• Search process is not linear and simple.
• Complex and Dynamic
• Refine cycles
• You have to know what people search for!
• Keyword research is key
• Refine cycles = The long tail = keyword combo
• High-interest visitors

19. 5. SEO: OBTAIN HIGH RANKING IN SERPS.
1. SEO Technology aspect > Clean Code & Design
• Internal factors
• External factors
• Separate slideshow ;-)
2. SEO Methodology
• Audit & Selection of Keywords
• Set-up of renewed SEO-optimized pages
• Support and maintenance
• Dynamic
• SEO is not a one-shot exercise.

20. 5. SEO: OBTAIN HIGH RANKING IN SERPS.
• Keywords and combinations?
• Online Tools that help you
• Keywords on correct place on website
• Follow the structure of the Template
• Keyword density
• Recap of keywords on a page
• Easy indexing > technology & code
• Flash & JavaScript can now be indexed by Google
• Focus is on social comment integration!
• Growing importance of social influence on rankings.
• Link Building – search for partners (!) ; directories ; ...
• SiteMap – support Google and offer a “table of content”
• Content = King. Make a “content-heavy” website. Add new content as often as possible.

21. 6. SEO WEB COPY – KEYWORD RESEARCH
1. Check competitive websites for keyword
• How? Separate slideshow.
2. Check your own website and add to list
3. Have a brainstorm session with others
• Check for synonyms, combinations, etc.
4. Use an online keyword tool to check popularity
• Rank keyword popularity in Excel
5. Check # results for that keyword on Google
• Add this # in extra column in your Excel
6. Select the keywords and combo‟s
• Easier to score and high-interest visitor (long tail)

22. 6. SEO WEB COPY - COPYWRITING
Meta tags:
• Meta title:
• Meta description:
• Meta keywords:
Body text:
• Include keywords on correct positions, for max impact.
• More details on templates for keyword research and web copy writing, contact me.

23. 7. SEM CONSULTANCY? SEM TRAINING?
Contact @vermeiretim