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Not a Member of the eMA

Not a Member of the eMA. Join at this seminar and receive $25.00 off any membership category Associate Professional Corporate Details at the registration desk. Welcome to Advanced Search Engine Marketing. Schedule. There will be a break at 3:00. The seminar closes at 5PM.

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Not a Member of the eMA

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  1. Not a Member of the eMA • Join at this seminar and receive $25.00 off any membership category • Associate • Professional • Corporate • Details at the registration desk

  2. Welcome to Advanced Search Engine Marketing

  3. Schedule • There will be a break at 3:00. • The seminar closes at 5PM. • There will be an informal “no-host” networking reception in the lounge area following the seminar.

  4. Seminar Format • Workbooks are for reference only – they should not be read during the seminar unless the seminar leader refers to a particular section. • This session is interactive you may ask questions and the seminar leader will on occasion stimulate discussion.

  5. Return on Investment (ROI) for Online Chart courtesy of Overture

  6. Return on Investment (ROI) for Online Advertising Methods

  7. Do It Yourself or Pay a Professional • The focus of this seminar is on the do it yourself approach • Be careful if you are hiring a company to do SEO for you

  8. 2500 Submissions for $10. • 90% of web surfers use the top 10 major engines and directories • Not of much value • Focus your efforts • If you are not in the top 20 results you will not get much traffic from your listings

  9. Your Product or Service Makes a Huge Difference • Sell “air-plants” and you will have little competition for top listings • Books, software and computer products will be much more difficult

  10. Directory • Edited by a human reviewer • Meta tags are not as important • Difficult to change once listed • Most allow paid submission • Quality of site very important

  11. Search Engine • Crawled by robot spider • Meta and title tags are important • HTML code very important • Quality of site not as important

  12. Top Search Directories • Yahoo • LookSmart • Open directory • AOL

  13. Hybrid Engines • Mixed results • Favors one type of listing over another • Yahoo! Favors its own directory over crawler based results (provided by Google), especially for more obscure inquires

  14. Top Search Engines • Google • Alta vista • Lycos • HotBot • Overture

  15. How Do Search Engines Rank Pages? • A ranking algorithm • Formulas change frequently and are kept confidential • All search engines have different methods for ranking

  16. Your SEO Plan • Site design and navigation • Privacy policy • Browser friendly colors • Good contact page • Good checkout process (for e-commerce sites) • Fast loading graphics

  17. Metrics • WebTrends live • Site log analysis • In-house software solutions • Analyze relevant actionable data – not everything

  18. Example From WebTrends

  19. Example From WebTrends

  20. 10 Areas of Concern When Submitting Your Site • URL status • Frames • Keywords meta tag • Description meta tag • Title tag

  21. 10 Areas of Concern When Submitting Your Site • Head section • Page copy • Hidden text • Image tags • Spiderable

  22. Site Design Problems • Frames • Flash • Javascript • Image maps • Dynamic URLs

  23. Frames • Search engines do not index frames very well • We recommend against them • If you must use frames there are some solutions, although not using frames is better

  24. Flash • Often used on home pages as a “splash page • Search engines cannot index • Your splash page will not get listed • If you must use it use as much page copy as possible

  25. Keywords • Metatags • Think phrases not keywords • Pay for click programs (overture) • Your choices are critical • Overture keyword generator

  26. Much Too General • Shoes • Men's shoes • Woman’s shoes

  27. Much Better • Imported Italian shoes • Men’s leather penny loafers • Woman's aerobic sneakers

  28. Metatags,titles and Descriptions • The title is the most important • Hidden text (no-no) • Page copy optimization • Image alt tags • Text hyperlinks • Heading tags

  29. Check Out Your Competitors Meta Tags Go to any website and right click your mouse on an open (not picture) area of the site. A menu will pop up – select “view source” and you will be able to see the HTML code for that page

  30. Text and Graphic Hyperlinks • Can help improve your listings • Keywords around hyperlinks • Text immediately surrounding hyperlinks

  31. Search Engine Spam • Background text • Multiple title tags • Duplicate site pages • Submitting more than once in 24 hours • Keywords that do not relate to your site

  32. Pay for Inclusion • Needs to be done manually • Does not guarentte position • SEO is important • Usually guarentees frequent indexing

  33. Pay for Click • Get the number one position almost instantly without SEO • PPC budget and strategy is important • Listing descriptions are critical • Keyword selection needs to be relevant

  34. Advertisers' Overall Satisfaction • c • Jupiter Media Metrix: Online Advertising Effectiveness Study, August 2001

  35. Linking • Improve your search engine rankings with link popularity • Find sites that link to your comptetion (page 90 workbook) • Find sites that accept site submissions • Outgoing links • Link keywords

  36. Reception in Hotel Lounge • No host • Informal • Meet with fellow members and marketers • 5:15

  37. You have completed the Advanced Search Engine Marketing Seminar – Congratulations!

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