not a member of the ema
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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. - PowerPoint PPT PresentationTRANSCRIPT
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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
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Welcome to Advanced Search Engine
Marketing
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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.
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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.
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Return on Investment (ROI) for Online
Chart courtesy of Overture
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Return on Investment (ROI) for Online Advertising Methods
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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
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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
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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
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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
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Search Engine
• Crawled by robot spider
• Meta and title tags are important
• HTML code very important
• Quality of site not as important
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Top Search Directories
• Yahoo
• LookSmart
• Open directory
• AOL
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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
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Top Search Engines
• Alta vista
• Lycos
• HotBot
• Overture
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How Do Search Engines Rank Pages?
• A ranking algorithm
• Formulas change frequently and are kept confidential
• All search engines have different methods for ranking
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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
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Metrics
• WebTrends live
• Site log analysis
• In-house software solutions
• Analyze relevant actionable data – not everything
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Example From WebTrends
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Example From WebTrends
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10 Areas of Concern When Submitting Your Site
1. URL status
2. Frames
3. Keywords meta tag
4. Description meta tag
5. Title tag
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10 Areas of Concern When Submitting Your Site
6. Head section
7. Page copy
8. Hidden text
9. Image tags
10. Spiderable
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Site Design Problems
• Frames
• Flash
• Javascript
• Image maps
• Dynamic URLs
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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
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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
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Keywords
• Metatags
• Think phrases not keywords
• Pay for click programs (overture)
• Your choices are critical
• Overture keyword generator
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Much Too General
• Shoes
• Men's shoes
• Woman’s shoes
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Much Better
• Imported Italian shoes
• Men’s leather penny loafers
• Woman's aerobic sneakers
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Metatags,titles and Descriptions
• The title is the most important
• Hidden text (no-no)
• Page copy optimization
• Image alt tags
• Text hyperlinks
• Heading tags
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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
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Text and Graphic Hyperlinks
• Can help improve your listings
• Keywords around hyperlinks
• Text immediately surrounding hyperlinks
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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
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Pay for Inclusion
• Needs to be done manually
• Does not guarentte position
• SEO is important
• Usually guarentees frequent indexing
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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
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Advertisers' Overall Satisfaction
1. c
2. Jupiter Media Metrix: Online Advertising Effectiveness Study, August 2001
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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
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Reception in Hotel Lounge
• No host
• Informal
• Meet with fellow members and marketers
• 5:15
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You have completed the Advanced Search Engine Marketing Seminar – Congratulations!
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