1. Search Engine
Marketing
Past Current Future & Tactics
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2. LOGO
.com
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3. LOGO The Past: Google Results
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4. LOGO
.com
.com
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5. LOGO
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6. LOGO
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7. LOGO
Paid Search Remains
the Same for Now
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8. LOGO The Future: Search Results
Multi-Media .com
Publicity
User Generated Content Your
Blogs
Their
Blogs
Online Advertising
*In Your Control
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9. LOGO
Search Engine Marketing is all about
Visibility. The goal is to be visible in search
results when someone is looking for your
products and services.
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10. LOGO Why is Search Important?
 Highest ROI
 Entry Point to all things
 Measurable
 Optimizable
 Deal Closer
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11. LOGO Goal of Search Engine Optimization
High Rankings in Organic Search Engine
Results, for all media elements, that
Increase Quality Traffic to Website.
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12. LOGO The “Golden Triangle”
An Eye tracking study by Enquire showed that over 75% of all clicks on a search
engine results page were on natural search listings.
Heat map showing concentration of attention and clicks in the
Natural Search listings (Source: Eye tools’ Eye Tracking Study)
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13. LOGO What is Search Engine Optimization (SEO)?
 There are two components to SEO:
 (1) Indexing
 (2) Ranking
 SEO is the process of optimizing a web site so all pages within
the site (1) are accessible and friendly to spiders for indexing
and (2) rank highly in the natural search results for the keywords
targeted.
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14. LOGO Components of SEO
Indexing
Ranking  On-Site Optimization
 Source-Code Optimization
 Architecture
 Content
 Link Structure
 Tags
 Domain Usagae
 Connection Optimization
 Link Popularity  File Naming
 23 elements in Audit
Internal
 Off/On-site Optimization
External
 Blogs
 Directories
 Videos
 Images
 News
 Shopping
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15. LOGO
Challenge #1:
Getting all pages/Media elements
into the SE Index
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16. LOGO
Spiderability
Remember that they WANT your Content
 All pages accessible through the navigation structure of the site
 Java required
 Images
 Cookies required
 Redirects to main pages
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17. LOGO SEO Barriers to Indexing – Remove them!
1) Can/will this page be found by the engines?
 Search engines need a “crawlable path” to find
your page
2) Can this page’s content be read?
 Search engines cannot read some types of
content
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18. LOGO Challenge #2: Enough Content (Relevant Keywords)
 Keyword research – verify which terms searchers are using to
find your products and services
 Map the Keywords to Pages that you have chosen as the ones
you WANT to have show up
 Flag content that is not represented
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19. LOGO When to Select Keywords
 Ideally BEFORE you write content
 That way copywriters can integrate keywords into copy from
the start
 You can also optimize existing content
page
de d in
Inclu g
in
head
Keyword: Inc
“camera accessories” luded
in
art
icle
tex
t
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20. LOGO Important Source Code Optimization Elements
 TITLE Tag
 Meta Tags
 Image Tags
 Headings (part of content but critical)
 Link Title tags
 Hyperlink text
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21. LOGO Meta tags – what are they?
Source code recommendations pertain to individual web pages
Title tag
<title>SSL Certificates - 128-bit SSL Encryption from VeriSign, Inc.</title>
<meta name="description" content="SSL Certificates secure Web sites, intranets, and
extranets for e-commerce and confidential communications with the strongest possible
SSL encryption.">
<meta name="keywords" content="ssl, ssl certificate, ssl certficates, ssl encryption, 128-
bit, encryption, openssl, secure servers, internet security, 128-bit, encryption, openssl,
secure servers, internet security, verisign, verisign.com, verisign inc">
Keywords &
Description tags
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22. LOGO More Content = Better Rankings?
Relevant content is one of the most important factors in search
engine rankings and directory listings.
 Search engines generally consider pages without keyword-rich
content as less useful to searchers than pages that have good
content, and will rank them accordingly.
Guideline: Try to include at least 250
Guideline: Try to include at least 250
characters of HTML content per page (not
characters of HTML content per page (not
including links!). Most pages that rank
including links!). Most pages that rank
well have 100+ words of content.
well have 100+ words of content.
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23. LOGO Proceed with Caution
 Build pages with your user in mind
 Do not sacrifice usability/readability for SEO tactics
 Incorporate SEO tactics where it makes sense and adds
value to the page/site without taking away from usability
 Most SEO tactics complement usability; if not, it could be
considered spam
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24. LOGO Make Sense to Your Readers
 If it makes sense to a person, it makes sense to the
search engines.
 If you think it is important, search engines will think it
is important.
 Rankings don’t matter if the page doesn’t convert.
 Be creative!
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25. Thank You
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