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Casey Peterson, Liz Angle, Katie Obrien, Neal
Schafer, and Jonathan Hernandez
Using marketing and customer terms and words to
obtain a high listing naturally
Keyword strategy plays a key role
Maintain site regularly to keep updating keywords
It is that easy – all companies should be doing this!
Bring new customers to your website.
Use keywords that the customers identify with.
Your goal is not to get everyone to your website, but to
attract people that turn from visitors to buyers.
ESPN example of HTML coding
<meta name=quot;descriptionquot; CONTENT=quot;ESPN.com provides
comprehensive sports coverage. Complete sports information including NFL,
MLB, NBA, College Football, College Basketball scores and news.quot; />
<meta name=quot;keywordsquot; CONTENT=quot;ESPN.com, ESPN, ESPN2,
ESPNews, ESPN Classic, ESPNU, Insider, sports scores, sports news, MLB
scores, NFL scores, NBA scores, NHL scores, College Football scores, College
Basketball scores, sports videos, sports information, Fantasy sports, Fantasy
games, Fantasy football, Fantasy baseballquot; />
<meta http-equiv=quot;refreshquot; content=quot;900quot; />
<meta name=quot;robotsquot; content=quot;index, followquot; />
<title>ESPN: The Worldwide Leader In Sports</title>
Paid listings – bid for keywords
Pay per click
Paid Listing or Paid Advertising
SEM Campaign: eg. Google Adwords
Paid inclusions – pay to be in directories!
Nordstrom pays Google $10-20 to be in their directory
ensures Nordstrom’s pages will be included in the SE’s database
more quickly & be available to match searches more sales
Want to advertise on Google?
No matter what your budget, you can display your ads
on Google and our advertising network. Pay only if
people click your ads
Here is how it works!
Determine your budget
AdWords shows your ad as often as possible within the
budget you set
You're charged a small portion of the budget each time
a user clicks your ad, so the higher your budget, the
more ad impressions and click thrus you may receive
Impressions- a single instance of an online
advertisement being displayed
Click thrus- process of clicking thru an online ad
Click thru rate (CTR)- The avg # of click-thrus per
hundred ad impressions, expressed as a %
f E nte he ad he he re
0als e r line 1linere > >
Write your ad
All text ads contain a title, two lines of descriptive
text, and a display URL
Example of an ad
Analyze results weekly for at least the first 6 to 8 weeks
of your program
What to look for?
The keywords that are generating the highest number of
clicks as well as the highest conversion rate
20% of your keywords are likely to generate 80% of your
FOCUS on improving your results for these high-value
keywords, and optimize on less-frequently searched
Nearly every engine marketer (98%) is advertising
with Google AdWords, while the number of
campaigns on Yahoo and MSN search engines are
$13B of SEM expenditures in 2008 and growing
rapidly (North America)
The bulk of spending (88%, or $11.9 billion) will be
spent on paid placement
91% of advertisers say they engage in SEO, which
will account for approximately 11% of overall
spending, or over $1.4 billion