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Visibility on the Web through Search

Visibility on the Web through Search. Barbara C. Coll CEO, WebMama.com ‘clearly visible’. Who is Visible?. Search Engines Text-based Results (default searches) Image Search Video Search Blog Search Book / Author – Kara Swisher Shopping /Products

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Visibility on the Web through Search

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  1. Visibility on the Web through Search Barbara C. CollCEO, WebMama.com‘clearly visible’ IIMA April 2007

  2. Who is Visible? IIMA April 2007

  3. Search Engines Text-based Results (default searches) Image Search Video Search Blog Search Book / Author – Kara Swisher Shopping /Products And MORE http://www.google.com/intl/en/options/ Where is Visible?(in my humble opinion) IIMA April 2007

  4. First you need to be present on the web!!!! IIMA April 2007

  5. blog WebMama Visibility In Search Website Interviews Videos AssociationsNon-ProfitsAdvisory Boards Images Articles Press Releases IIMA April 2007

  6. Organic – based on relevancy Paid Advertising – based on cost and clickthrough rate Directories and Link Building – time and patience Showing up in Search Results IIMA April 2007

  7. Goals of Optimization High Rankings in Organic Search Engine Results that Increase Traffic to Website In order to achieve this goal the search engines MUST find all of your pages and content. IIMA April 2007

  8. 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 Natural / Organic Optimization IIMA April 2007

  9. USE Tools provided by Search Engines Same Feed, Easy to Generate www.google.com/sitemaps siteexplorer.search.yahoo.com MSN coming soon Tools from Search Engines IIMA April 2007

  10. What would people type into a search box to find our products and services? Take into consideration : RVC R = Relavancy V = Volume C = Conversion “BE REALISTIC” FIRST Step - Keyword Research IIMA April 2007

  11. 2-3 keyword phrases Choose your highest priority 2-3 phrases and map to home page Map Keywords to other pages – the most relevant to each page. How Many? IIMA April 2007

  12. Source Code Meta Data Part of Web Design – MARKETING does this TITLE Tags – 6-8 words Meta Description – 175 characters, 20-25 words, english, no stuffing Meta Keyword – 6-10 words Alt Tags – related to image Flash – layers or SDK Natural / Organic Optimization IIMA April 2007

  13. Pay-per-click Search Marketing Google Adwords – Paid Search • Instant Campaign (3 minutes!) • Bid on Keywords • Cost per click • A/B/C Creative/Landing Page Testing • No guarantee you will be #1 IIMA April 2007

  14. Yahoo! Sponsored Search Pay-Per-Click/Keyword-based Overture/Yahoo! Search SubmitPaid Inclusion into ‘free’ resultsPage/URL based ‘Free’ Organic Results basedon Spidering of Sites IIMA April 2007

  15. Directories Yahoo Dmoz About.com Articles – bitpipe, Press Releases – captured by NEWS Alerts and blogs Small Business Directories Local Search Engines Veritical Engines Myspace account Link BuildingA Key Component to Rankings IIMA April 2007

  16. Local Search A regular Search on Google for marketing agencies in San Jose Click through on local search results Submit your business to Google Pay to submit to Yahoo Local. 1 month free. CitySearch and other local directories Geographic Targeting IIMA April 2007

  17. LinkedIn Wikipedia Yahoo Profiles Speaker profiles Name Visibility IIMA April 2007

  18. IIMA April 2007

  19. Press releases News Searches/Alerts • Submission with SEO work. - simple steps – headline, links in content, images in content • Submit on a regular basis – the news searches are limited by date http://news.google.com/news?hl=en&client=news&ie=ISO-8859-1&q=vancouver%20canucks&sa=N&tab=bn IIMA April 2007

  20. News Alerts • Perfect for Stalking Someone • You want to show up in alerts for your industry. IIMA April 2007

  21. News Alerts Show Optimization IIMA April 2007

  22. How do people find them? Search! Learn about Technorati What do people see? Snippet and Tags Learn about Tags Flickr (for images) Should you have one? Yes! Blogs and the RSS feed IIMA April 2007

  23. Digg Yahoo answers – building search through community (the concept of community building a better search experience. ) TripAdvisor Post a review, rate a hotel, get visible Social Searchor Searching Community Content IIMA April 2007

  24. Or should you be afraid of youtube? Advertising? Carefully… Video IIMA April 2007

  25. Myspace And…. IIMA April 2007

  26. Resources • Search Engine Marketing Professional Organization (www.sempo.org) • Search Engine Watch Blog blog.searchenginewatch.com • Google Blogs • http://googleblog.blogspot.com/ • http://adwords.blogspot.com/ • Yahoo news alerts (http://news.search.yahoo.com/search/news?fr=ytff1-&p=search%20engine%20marketing&ei=UTF-8 ) • eMarketer Newsletter - http://www.emarketer.com/Newsletter.aspx • MarketingVOX Newsletter - http://www.marketingvox.com/ IIMA April 2007

  27. Search Engine Marketing (SEM): the entire set of techniques and strategies used to direct more visitors from search engines to marketing web sites, including all of the tactics and strategies defined below. Paid Placement: Text ads targeted to keyword search results on search engines, through programs such as Google AdWords and Yahoo Search "Precision Match," also sometimes referred to as "Paid Placement," "Pay-per-Click" (PPC) advertising and Cost-per-Click (CPC) advertising. Contextually Targeted Text Ads: Text ads targeted to the subject of writings on web pages, such as news articles and weblogs, using programs such as Google's "AdSense" and Yahoo Search’s "Content Match" programs. Paid Inclusion: The practice of paying a fee (fee structures may vary) to search engines and similar types of sites (e.g., directories, shopping comparison sites) so that a given web site or web pages may be included in the service's directory, although not necessarily in exchange for a particular position in search listings, such as Yahoo Search’s "Site Match" program, formerly known as Inktomi) Organic Search Engine Optimization: The practice of using a range of techniques, including augmenting HTML code, web page copy editing, site navigation, linking campaigns and more, in order to improve how well a site or page gets listed in search engines for particular search topics. Search Engine Marketing (SEM) Service Provider: Agencies or individuals who assist companies with the various search engine marketing practices described above. Search Engine Marketing Technology Provider: Makers of a software application specialized to assist in the execution of search engine marketing programs, with features such as "bid management," "campaign management," "portfolio management" and "dynamic optimization.“ Web Analytics: Using a reporting platform for measuring and analyzing the results of any/all of your online marketing campaigns, including search engine marketing. Terminology IIMA April 2007

  28. Presentation Available at:www.webmama.com/inventyourfutureThank You. Barbara C. CollWebMama.com Inc. bcoll@webmama.com415-203-7112 IIMA April 2007

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