your web presence
DESCRIPTION
Social Media Marketing SEMSearch engine optimisation SEOTRANSCRIPT
Your Web Presence and Digital Marketing
Michelle Flynn17.11.2010
There are obstacles to implementing a web presence for companies, such as:◦ Costs◦ Time◦ Lack of Expertise◦ Non Relevancy to a companies customer base◦ Technology based restrictions◦ Security considerations
Business Obstacles
Why Search Engine Marketing? How to get listed in search engines? Optimising websites Paid vs. Organic listings Pay Per Click Campaign
Search Engine Marketing Strategies
How Search Engines Work•Indexation
•Ranking
Overview of how Google analyses your Site
Search Engine Marketing (SEM):◦ Includes SEO◦ It monitors and maintains payper-click (PPC)
campaigns e.g. Google/ Facebook Ad words.◦ Exchanging links with other websites◦ Buying links from other sites or directories◦ Paid inclusion in smaller search engines
What is SEM?
Search Engine Optimisation (SEO) is the process of improving volume and quality of traffic to a website from search engines via “natural” (organic” or “algorithmic”) search results ranking it high up in search results.
As an internet marketing strategy, SEO considers how search engines work and what people search for.
Optimising a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords.
What is SEO?
Advantages◦ Low cost, no money given to search engines◦ Users 80% more likely to click there◦ High positions can last long into the future◦ Perceived as a quality endorsement
Disadvantages◦ Time required before results appear◦ Difficult for highly competitive phrases◦ No guarantees
Pros & Consof Organic Listings
1. Identify target key phrases approx. 4/page
2. Include the key phrase throughout the page
3. Get links to the site
SEO Basics
1. Identify Target Key Phrases◦ What phrases would potential customers type
in?
◦ What queries have actually been conducted?- most popular queries
Keyphrase Research
Include the key phrases on the page◦ Once in the page title
◦ Once in the heading on a page
◦ Once in regular text on the page
◦ Once in Bold Text
◦ NB: Ensure Keywords blend in
Page Optimisation
Every page should have a unique title
Title is built around target term for that page◦ This will be a 2 or 3 word term◦ “The Nike Running Shoes Collection”
Keep it short, attractive and enticing.◦ Remember you want people to be interested
Title Tag- Your secret Weapon
Use it to describe pages your way, not the search engine’s way◦ Sell your site, but don’t mislead◦ Incorporate the page’s target term◦ 200-250 characters in lenght, but more is okay
In a hurry? Just use the first paragraph of each page
Meta Description Tag
Avoid these Spam Techniques◦ Hidden/Invisible Text◦ Keyword stuffing (in alt tags or below the footer)◦ Bounce Pages, Dummy pages re-routing to
website◦ Page Jacking (Plagiarised content) ◦ Link farms and link spam
Optimisation Don’t
Content Tips◦ Google Ignores Meta Keyword Tags◦ Focus on one or two key phrases per page◦ .......But add as many pages as you can◦ Regularly check your stats for popular phrases◦ Make it text rich (avoid multimedia)
Optimisation Do’s
Content is no cheap, Requires;
◦ Planning
◦ Expertise
◦ Budget/Resources
◦ “Users don’t read on the web: They SCAN the text”- Jakob Nielsen
Content Management
Allow white space
Paragraphs no longer than 50 words or seven lines
Bullet points and subheads
Articles no longer than 500-700 words
Concise rather than comprehensive
Top Tips for content that pays off
Active voice and lively language
The 4 C’s of effectiveness: Clarity, Conciseness, Completeness, Correctness
Light on waffle, heavy on value ( 80/20 rule)
Plan for “no image” recipients
Push out content- keep content relevant and up to date,
Top Tips for content that pays off
Get links to many pages, not only the homepage
Get links from reputable websites with similar themes to yours
Link exchanges are good, but one way links are better
Search engines give higher rankings to those that have inbound links
Outbound links allow users to find content relevant to them
Link Strategy
Uses valid, standards, compliant HTML and CSS
Has text links to all of the pages on the website
Is usable and accessible Uses legible URLs that match page names
A search engine friendly website
The right domain name Keyword research Competitor analysis Meta data Content is king Submissions Links Online PR Integrate with all offline marketing opportunities Measure your success
Zero Budget Online Marketing Tips
Visibility
Traffic
Conversion
Return on Investment
Measures of online success
Thank you for reading this presentation.If you would like further information,
please email me at [email protected]