Calgary Entrepreneurs Search Engine Marketing with Laura Callow

SEM Introduction Calgary Entrepreneurs Meet-up June 11 Informed decision-making comes from a long tradition of guessing and then blaming others for inadequate results. - Scott Adams

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is SEM? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is SEM? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is SEO? ,[object Object],[object Object],[object Object],[object Object],[object Object]

What is SEO… Top 10/11 SEs: Google - Yahoo - MSN - Ask - Altavista - AOL - AlltheWeb (Fast) - Gigablast - Netscape Search - Snap.com - WISEnut -

Why SEO… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why SEO… “ tax” “ tax software” “online tax returns” “ free online tax software for students” SEO Long-tail

Why SEO… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How SEO Works… ,[object Object]

How SEO Works… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What the spider sees… Identifying your page (onpage) Html: 1a. URL names http://www.yourdomain.com/ keyword .html 1b. Anchor text on another page ‘ Here ’ s more “ keyword ” info ’ or in our own navigation 2. Title <title> Keyword </title> 3. Metadescription <meta name="description" content= “ keyword ... keyword … variation"> 4. Image names & tags <img src="images/ keyword .jpg" alt= “ keyword image described “ width= “ x" height= “ y"> ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Visible Factors: *Copy writes for the audience while following these guidelines Ahhh… What a great resource for people searching for information on ‘ keyword ’! I simply MUST tell my algo… . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

What the spider sees… Identifying your page (offpage) ,[object Object],[object Object],[object Object],Student tax Online tax Tax software downloads Need a free tax solution Tax Software site Tax help Personal tax options Small Business tax site Tax Software . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . . . . . High PR trusted sites link to our page using our keyword or URL as the anchor text All these great trusted sites on long standing domains with lots of relevant links pointing to them seem to think this page is a good resource for their visitors to go to for more information on ‘ keyword/tax software ’. Ergo this page is an authority on ‘tax software’… I simply MUST tell my algo…

When to include SEO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is SEM? When to include SEO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO Workflow – new site When SEO is adapted into the project as above, the costs/resourcing of implementing full SEO for a website are likely to be half that of including SEO reactively

SEO Workflow – existing site

What is PPC? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is PPC? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

What is PPC? – Analytics Example

What is PPC? – AdWords Editor

What is PPC? ,[object Object],[object Object],[object Object],[object Object],[object Object]

SEO Nitty-gritty ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO Nitty-gritty ,[object Object],[object Object],[object Object]

SEO Nitty-gritty – Local Listings

PPC Nitty-grittY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

PPC Nitty-grittY ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Tools 10. FireFox SearchStatus, SEOpen and RoboForm

Thank You! Attendee offer. ,[object Object],[object Object],[object Object]

Calgary Entrepreneurs Search Engine Marketing with Laura Callow

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Calgary Entrepreneurs Search Engine Marketing with Laura Callow