search engine marketing webinar: the basics of seo, sem, and getting found online
DESCRIPTION
In this webinar 1&1 Internet's Aaron Nye and Ryan Hayes explain how you can use Search Engine Marketing to help grow your business.Google has become a multi-billion dollar company on the success of search engine marketing. Now it's time for you to put this powerful tool to use for your business.In this presentation we will cover:Basic overview of search engine marketingHow to use pay-per-click marketing to drive more traffic to your websiteBest practices to help increase your return on investmentTips for writing good ad copyWatch on YouTube: http://1a1s.us/23* Recorded live on August 11, 2011. Register & view the schedule for upcoming webinars on http://www.1and1.comTRANSCRIPT
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Introduction to Search Engine Marketing
What is Search Engine Marketing?
Benefits of SEM
What is SEO?
Making SEO work for you and your site
What is PPC?
Google Adwords
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Common Terms Used in Search Engine Marketing
Search Engines – a website that indexes websites based on
specific criteria or key words
Search Spider – the program that finds and reads the content of
websites to index in the search engine
ROI – return on investment
SEM – search engine marketing
SEO – search engine optimization
PPC – pay per click
CPM – cost per mille (usually 1,000 impressions)
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The Benefits of Search Engine Marketing
High ROI
Long Term
A great deal of traffic is generated through search engines
Targeted audience
Strong Branding
Improves overall quality of your site
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Google Search Engine Results Page (SERP)
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Keys to SEO
Content
Navigation
Keywords
Links
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Content
Most important aspect of SEO
Put time and thought into what goes onto your site
Primary criteria for your website’s rank
Easiest aspect to control
Constant updates are looked upon favourably
Link entire site throughout your text
Blogs are great for encouraging repeat visitors
NEVER copy and paste
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Navigation
Spiders must be able to navigate site easily
Do not rely on single mode of navigation (cross-link between pages)
Use relevant words in body text to link to other pages
Never use flash as primary source of site navigation
Keep links simple and within 3 steps of home page
Avoid frames wherever possible (common in old website builders)
Search engines cannot access password-
protected pages
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Keywords
Research research research
Visit competitors websites
Lists (Google AdWords Tool)
A/B testing
URL
Multiple domains
Top keywords
page specific
Header
Clear and descriptive titles
Body
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Links
Link sharing
Affiliate programs
Online advertising
Text ads
Sponsored blog posts
Site or event sponsorships
Social media
YouTube
Google+
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PPC
Prime positioning
Set Budget
Keep ads relevant and interesting
Targeted landing pages
Large amount of competition
Great for branding
Drives traffic
Faster than SEO
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Google Adwords
Pay per click
Bid system
Keyword based
Front page placement
Ad text
Budgeted campaigns
A/B testing
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1&1 Search Engine Marketing
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Any questions?
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