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Search Engine Marketing:
adding new weapons
Keeping
Business
Local
Sept 7th
2010
Mark White
Social Media Directors
Search Engine Marketing – the basics
Keeping
Business
Local
Sept 7th
2010
Search Engine Marketing – the basics
Keeping
Business
Local
Sept 7th
2010
Search Engine Marketing - Attraction
Keeping
Business
Local
Sept 7th
2010
Search Engine Marketing - Action
Commitment
Keeping
Business
Local
Sept 7th
2010
Search Engine Marketing - Action
Keeping
Business
Local
Sept 7th
2010
Connect on LinkedIn
Sharing your articles
Follow you on Twitter
“Like” your business on Facebook
 Purchase your product or service
 Call your office
 Email you
 Sign up for your newsletter or trial offer
Subscribe to your blog / news feed
Web Design basics
Navigation must be clear
Use your “prime real estate” well
Keep messages clear
Mark a path for your visitors
Mix text, images and other
First impressions count:
remember your target audience
Keeping
Business
Local
Sept 7th
2010
Keeping
Business
Local
Sept 7th
2010
Keeping
Business
Local
Sept 7th
2010
Keeping
Business
Local
Sept 7th
2010
Web Design basics
Navigation must be clear
Use your “prime real estate” well
Keep messages clear
Mark a path for your visitors
Mix text, images and other
First impressions count:
remember your target audience
Keeping
Business
Local
Sept 7th
2010
Web Design basics
“The times they are a-changing”
Keeping
Business
Local
Sept 7th
2010
Web Design basics
“The times they are a-changing”
Keeping
Business
Local
Sept 7th
2010
Got to get interactive
Got to get sharing
Got to get sticky
WE NEED TO ENGAGE
Track and improve
Get an analytics programme onsite -
Google Analytics is still good!
Carry out a gap analysis
Check entry points and exit points
Check keywords that you are being found for
Check the sites that are referring you
Check popular pages
Check campaign results
Fill in the gaps
Repeat …
Keeping
Business
Local
Sept 7th
2010
Search Engine Marketing – the basics
Keeping
Business
Local
Sept 7th
2010
Lots of marketing opportunities
Keeping
Business
Local
Sept 7th
2010
What is what in SEM?
Keeping
Business
Local
Sept 7th
2010
How the Search Engines work
Keeping
Business
Local
Sept 7th
2010
How the Search Engines work
Keeping
Business
Local
Sept 7th
2010
How the Search Engines work
Send out their spiders / robots
Revisit existing sites and follow links to
find new sites
Retrieve and index the code of the pages
they find and hold it in data centres
We search using words
They search their index and rank
relevant pages using an algorithm
Create a list (SERPS) with the results
Continue to extend and update the index
Keeping
Business
Local
Sept 7th
2010
Search Engine Optimisation
There are about 200 factors used in
Google’s ranking algorithm, so:
 Get the whole of your site indexed
 Concentrate on the main ones
- Targeted, fresh, unique content
- Title Tag uniqueness
- Inbound links (with good anchor text)
- Internal linking
- URL (domain & page) selection
- Header Tags / Alt Tags / Meta Tags
Keeping
Business
Local
Sept 7th
2010
Key Elements: Content
Focused content – it’s the page not
the site that matters
Ensure keywords are used but don’t
keyword “stuff”, be natural
Keep up to date – recent content is
good
Remember who you are really writing
for
Keeping
Business
Local
Sept 7th
2010
Key Elements: Title Tag
Agreed to be the key on-page element
Appears in two places:
Top of the page
Search Engine Results
Has two audiences:
Search Engine Users
Search Engine Spiders
Time spent on creating them is time
well spent
Meta Tags less SEO but …
Keeping
Business
Local
Sept 7th
2010
Key Elements: Links
Internal and external are important
(for different reasons)
PageRank reflects external inbound
links … but don’t get hung up!
Where from is important - context
Anchor Text is very important –
remember Google Bombing?!
Have a link building programme
Keeping
Business
Local
Sept 7th
2010
Above all in SEO …
… remember to bake the cake!
Getting all the ingredients in the right
quantities produces the best results
Keeping
Business
Local
Sept 7th
2010
Google changes help social search
Adding Social Elements to the
current Search Process
You can now filter and dissect
much more
Need to be visible here too!
Keeping
Business
Local
Sept 7th
2010
Where does a blog really sit?
etc
Business
Blog
SOCIALSOCIAL
MEDIAMEDIA
SEARCHSEARCH
ENGINESENGINES
Keeping
Business
Local
Sept 7th
2010
Immediate Search & Business Benefits
Search Engine magnets
Push Marketing & Instant Information
distribution
Engage with readers and creating an
interactive space
No technical knowledge required
Permalinks for individual news articles
and organised automatically
Internal and External Links
Keeping
Business
Local
Sept 7th
2010
Blog Plus Points
Helps the indexing process
Makes it easy to add new content
quickly and easily
Allows customised Title Tags, URLs,
general tags and links
Great internal linking
Encourages higher levels of external
linking
(even Google says they’re good –
sshh!)
Keeping
Business
Local
Sept 7th
2010
Other Social Search Elements
Keeping
Business
Local
Sept 7th
2010
Your Site
Make it all work together
Keeping
Business
Local
Sept 7th
2010
… and going forward?
Real time Search & Social Search
Different types of content
Two key search axes (at least for now)
– Google and Bing
Personalised Search (& its impact)
More information in the search
Engines, so beware
Keeping
Business
Local
Sept 7th
2010
Summary
Think Attraction then Action
Guide your visitors and keep them on
the site and keep them returning
Track, Analyse / Measure & Improve
Be aware of changing landscape: SEO
is not the be all and end all
Make sure all elements are working
together for you
Get Social … before Social gets you!
Keeping
Business
Local
Sept 7th
2010
Thank you for
your attention!
Keeping
Business
Local
Sept 7th
2010
Leave your card for
a copy of the slides
Visit us on our stand
Social Media Directors
www.socialmediadirectors.co.uk

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Search Engine Marketing

  • 1. Search Engine Marketing: adding new weapons Keeping Business Local Sept 7th 2010 Mark White Social Media Directors
  • 2. Search Engine Marketing – the basics Keeping Business Local Sept 7th 2010
  • 3. Search Engine Marketing – the basics Keeping Business Local Sept 7th 2010
  • 4. Search Engine Marketing - Attraction Keeping Business Local Sept 7th 2010
  • 5. Search Engine Marketing - Action Commitment Keeping Business Local Sept 7th 2010
  • 6. Search Engine Marketing - Action Keeping Business Local Sept 7th 2010 Connect on LinkedIn Sharing your articles Follow you on Twitter “Like” your business on Facebook  Purchase your product or service  Call your office  Email you  Sign up for your newsletter or trial offer Subscribe to your blog / news feed
  • 7. Web Design basics Navigation must be clear Use your “prime real estate” well Keep messages clear Mark a path for your visitors Mix text, images and other First impressions count: remember your target audience Keeping Business Local Sept 7th 2010
  • 11. Web Design basics Navigation must be clear Use your “prime real estate” well Keep messages clear Mark a path for your visitors Mix text, images and other First impressions count: remember your target audience Keeping Business Local Sept 7th 2010
  • 12. Web Design basics “The times they are a-changing” Keeping Business Local Sept 7th 2010
  • 13. Web Design basics “The times they are a-changing” Keeping Business Local Sept 7th 2010 Got to get interactive Got to get sharing Got to get sticky WE NEED TO ENGAGE
  • 14. Track and improve Get an analytics programme onsite - Google Analytics is still good! Carry out a gap analysis Check entry points and exit points Check keywords that you are being found for Check the sites that are referring you Check popular pages Check campaign results Fill in the gaps Repeat … Keeping Business Local Sept 7th 2010
  • 15. Search Engine Marketing – the basics Keeping Business Local Sept 7th 2010
  • 16. Lots of marketing opportunities Keeping Business Local Sept 7th 2010
  • 17. What is what in SEM? Keeping Business Local Sept 7th 2010
  • 18. How the Search Engines work Keeping Business Local Sept 7th 2010
  • 19. How the Search Engines work Keeping Business Local Sept 7th 2010
  • 20. How the Search Engines work Send out their spiders / robots Revisit existing sites and follow links to find new sites Retrieve and index the code of the pages they find and hold it in data centres We search using words They search their index and rank relevant pages using an algorithm Create a list (SERPS) with the results Continue to extend and update the index Keeping Business Local Sept 7th 2010
  • 21. Search Engine Optimisation There are about 200 factors used in Google’s ranking algorithm, so:  Get the whole of your site indexed  Concentrate on the main ones - Targeted, fresh, unique content - Title Tag uniqueness - Inbound links (with good anchor text) - Internal linking - URL (domain & page) selection - Header Tags / Alt Tags / Meta Tags Keeping Business Local Sept 7th 2010
  • 22. Key Elements: Content Focused content – it’s the page not the site that matters Ensure keywords are used but don’t keyword “stuff”, be natural Keep up to date – recent content is good Remember who you are really writing for Keeping Business Local Sept 7th 2010
  • 23. Key Elements: Title Tag Agreed to be the key on-page element Appears in two places: Top of the page Search Engine Results Has two audiences: Search Engine Users Search Engine Spiders Time spent on creating them is time well spent Meta Tags less SEO but … Keeping Business Local Sept 7th 2010
  • 24. Key Elements: Links Internal and external are important (for different reasons) PageRank reflects external inbound links … but don’t get hung up! Where from is important - context Anchor Text is very important – remember Google Bombing?! Have a link building programme Keeping Business Local Sept 7th 2010
  • 25. Above all in SEO … … remember to bake the cake! Getting all the ingredients in the right quantities produces the best results Keeping Business Local Sept 7th 2010
  • 26. Google changes help social search Adding Social Elements to the current Search Process You can now filter and dissect much more Need to be visible here too! Keeping Business Local Sept 7th 2010
  • 27. Where does a blog really sit? etc Business Blog SOCIALSOCIAL MEDIAMEDIA SEARCHSEARCH ENGINESENGINES Keeping Business Local Sept 7th 2010
  • 28. Immediate Search & Business Benefits Search Engine magnets Push Marketing & Instant Information distribution Engage with readers and creating an interactive space No technical knowledge required Permalinks for individual news articles and organised automatically Internal and External Links Keeping Business Local Sept 7th 2010
  • 29. Blog Plus Points Helps the indexing process Makes it easy to add new content quickly and easily Allows customised Title Tags, URLs, general tags and links Great internal linking Encourages higher levels of external linking (even Google says they’re good – sshh!) Keeping Business Local Sept 7th 2010
  • 30. Other Social Search Elements Keeping Business Local Sept 7th 2010 Your Site
  • 31. Make it all work together Keeping Business Local Sept 7th 2010
  • 32. … and going forward? Real time Search & Social Search Different types of content Two key search axes (at least for now) – Google and Bing Personalised Search (& its impact) More information in the search Engines, so beware Keeping Business Local Sept 7th 2010
  • 33. Summary Think Attraction then Action Guide your visitors and keep them on the site and keep them returning Track, Analyse / Measure & Improve Be aware of changing landscape: SEO is not the be all and end all Make sure all elements are working together for you Get Social … before Social gets you! Keeping Business Local Sept 7th 2010
  • 34. Thank you for your attention! Keeping Business Local Sept 7th 2010 Leave your card for a copy of the slides Visit us on our stand Social Media Directors www.socialmediadirectors.co.uk