Helsinki School of Economics SUmmer Course material.

1. Utilising search engines in site promotion How to make most out of search engines and support site find ability

2. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap

3. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap

12. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap

16. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap

18. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap

19. Start with as-is analysis, then select activities As-Is Analysis Optimization Marketing Metrics CMS & Metrics Integration Search relevant phrases with major search engines & document results to have as-is base study  compose plan for optimisation steps Compose metadata to support pages, enhance copywriting where needed, take care of partner sites linking and site submission to engines Define business case for SEM, make media plan & choose engines & services to use for marketing (keyword purchases, banners, etc.) Use site metrics system to track how many visitors were acquired through SEO and SEM activities. Make sure that in the long run, CMS supports metadata use, metrics systems keep tracking search engines and SEO is used in an everyday content-creation processes

20. AGENDA What is Search Engine Optimisation? Search Engine Optimisation actions Search Engine Marketing Action Plan Recap

22. Web Site Development Work Process