7. Mgr Michał
Laskowski
SEO / SEM introduction
SEM Search Engine Marketing
6
SEO - Organic search results
PPC - Paid search results, pay per
click model
poniedziałek, 8 sierpnia 11
8. Mgr Michał
Laskowski
SEO / SEM introduction
Who is Number 1?
7
Google TriangleSEO, SEM chart
poniedziałek, 8 sierpnia 11
10. Mgr Michał
Laskowski
SEO / SEM introduction
How does search engine work?
8
1. Crawling
You’ve likely heard of search engine “spiders” that crawl around
the web looking for content
2. Indexing
The spider is not just casually browsing content, it’s storing it in a
giant database.
3. Ranking
The final critical aspect of search technology is the way the engine
decides to deliver the most relevant results to searchers.
poniedziałek, 8 sierpnia 11
12. Mgr Michał
Laskowski
SEO / SEM introduction
Ranking
9
23.87% – The general trust and
authority that your domain has
due to quality incoming links is the
largest indicator of SEO.
DOMAIN
22.33% – The number of links to
a specific page on your site
matters a lot too.
INTERNAL LINKING
20.26% – The anchor text of links
from other sites (anchor text is the
words used in the clickable
portion of a link)
EXTERNAL LINKING
poniedziałek, 8 sierpnia 11
14. Mgr Michał
Laskowski
SEO / SEM introduction
Domain
10
Where Are Your Links From
Who Do You Give Links To
Registration Details
PageRank / Link Juice
Domain diversity
Deep Links
Trust
Authority
poniedziałek, 8 sierpnia 11
16. Mgr Michał
Laskowski
SEO / SEM introduction
External Linking
12
Number + Quality
poniedziałek, 8 sierpnia 11
17. Mgr Michał
Laskowski
SEO / SEM introduction13
WHAT PEOPLE SAY ABOUT YOU
IS MORE IMPORTANT
THAN WHAT
YOU SAY ABOUT YOURSELF.
poniedziałek, 8 sierpnia 11
19. Mgr Michał
Laskowski
SEO / SEM introduction
Page Rank
14
‣ Now just one of
over 200 ranking
components
‣ isn’t in top 10
most important
poniedziałek, 8 sierpnia 11
22. Mgr Michał
Laskowski
SEO / SEM introduction
Google story Data Centers
17
Google Data Centers in 2007, current information disclosed
poniedziałek, 8 sierpnia 11
23. Mgr Michał
Laskowski
SEO / SEM introduction
Google Trends
18
Google trends chart for canon, nikon keywords
poniedziałek, 8 sierpnia 11
24. Mgr Michał
Laskowski
SEO / SEM introduction
WebsiteOutlook.com
19
Domain statistics for www.dpreview.com
poniedziałek, 8 sierpnia 11
26. Mgr Michał
Laskowski
SEO / SEM introduction
Google Adwords
20
90+% revenue of Gogole from Adwords
What’s why we can search for free
23bilion USD - Google Adwords revenue in 2009
poniedziałek, 8 sierpnia 11
28. Mgr Michał
Laskowski
SEO / SEM introduction
Why do we need Adwords?
21
‣ create traffic
‣ analyse conversion rate
‣ count ROI (return on investment)
poniedziałek, 8 sierpnia 11
30. Mgr Michał
Laskowski
SEO / SEM introduction
Conversion
22
‣ Users that purchase
‣ Users that go to contact page
‣ Users that fill out on-line form
‣ Users that go to „products”
poniedziałek, 8 sierpnia 11
34. Mgr Michał
Laskowski
SEO / SEM introduction
Building Ads
24
‣ Call to action
‣ Give a piece of information
‣ Make it short
‣ You can’t use „shouting” symbols
poniedziałek, 8 sierpnia 11
36. Mgr Michał
Laskowski
SEO / SEM introduction
SEM strategy
25
1. Selecting Keywords
2. Optimizing site for keywords (SEO)
3. Marketing in search engines (SEM)
4. Reporting (ROI)
poniedziałek, 8 sierpnia 11
38. Mgr Michał
Laskowski
SEO / SEM introduction
Credits
‣ http://www.sprawnymarketing.pl/artykuly/zloty-
trojkat-google/
Thank You!
26
poniedziałek, 8 sierpnia 11
