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 Introduction to Search Engine

 Marketing .

 By

 Somyos Akahadsri

 May 10, 05

 What topics to be covered?

 What topics to be covered?

 Effort on Search Engine Marketing of

 www.Morethailand.com

 -Search Engine Optimization

 -Domain name and content in overview

 -Link Strategy and Page Range

 -Advance Link : Blog; Forum and Guest Book

 -Paid Placement : Adword Google

 PROBLEMS WITH TRADITIONAL MARKETING

 PROBLEMS WITH TRADITIONAL MARKETING

 00ifficult to measure effectiveness

 00arketing channels are cluttered

 00igh Demand >  High Price > Low ROI

 00nterruption Advertising (way of the past)

 

 

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 BENEFITS OF INTERNET MARKETING

 BENEFITS OF INTERNET MARKETING

 00asy to measure effectiveness and track ROI

 00asier to segment and target market

 00iche marketing creates high ROI opportunities

 00nteractive opportunities -higher conversion rates

 00asier to get started & test out -start with small budget

 00asier to change up creative -react on the fly

 MorethailandStat Traffic

 MorethailandStat Traffic

 Unique Visitor

 :  3,000visitor per day

 :  3,000visitor per day

 Total Page View

 :   200,000per  month

 :   200,000per  month

 Main country

 Main country

 : UK , Sweden

 : UK , Sweden

 2.5 years

 2.5 years

 HOW DO SEARCH ENGINES WORK

 HOW DO SEARCH ENGINES WORK

 Spiders (Bots)

 Find you via links to your site (no need to submit)

 They index (make a copy) of all your pages that they can find

 They come back sometimes daily, definitely monthly to keep theirindexes

 current

 Robots are like a regular web surfer, but they don't hold cookies, no

 session variables

 Most robots ignore javascript, and can't see flash.

 Search Engine Result Pages (SERPS)

 Based on complex algorithm (mathematical formula)

 We'll review the basics of Google'salgorithm under inbound link

 development section

 Goals of Search Engines

 Accuracy & Relevancy

 Speed

 Make money while upholding integrity of their search results

 Google Adwords, Yahoo's Overture (pay per click) primary revenue

 sources.

 

 

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 What is SEARCH ENGINE OPTIMIZATION

 What is SEARCH ENGINE OPTIMIZATION

 (SEO) ?

 (SEO) ?

 SEO is the act of modifying a website to increase its

 ranking in organic (vspaid), crawler-based listings of

 search engines

 00ptimizing a website so that

 00A) all your website and deep content is easily found by

 the search engine spiders / bots

 00B) your website content is indexed for the appropriate

 keywords

 00C) your site is deemed popular and achieves top

 ranking search results for relevant keyword phrases.

 "Spiders read only text, nothing else"

 Domain name Strategies

 Domain name Strategies

 -

 domain names are traffic magnets

 > 63million domain names registered

 > 4.7 million domain names registered 1st

 quar 2004

 -choose a domain name that will increase your

 search engine ranking. How?

 -simple, short, no hyphens, no numbers

 -use keywords, common words, advertising

 terms, product names

 -choose a keyword that is important for your

 business

 Keyword Strategies

 Keyword Strategies

 - important in optimisingrankings

 -keywords are words that appear the most in a page

 -the spider chooses the appropriate keywords for each

 page, then sends them back to its SE

 -your web site will then be indexed based on your

 keywords

 -can be key phrases or a single keyword

 -do not use common words eg 'the''and''of': spiders

 ignore them

 -write keyword-rich text

 -balance keyword-rich and readability

 -always have text in your page: at least 100 words

 

 

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 Title Tags & Meta Tags

 Title Tags & Meta Tags

 Title tags

 - important in optimisingrankings

 -the first thing that a search engine displays on a

 search return

 -must keywords in title to be ranked no. 1

 -should have the exact keyword you use for the

 page

 -every single web page must have its own title

 tag

 Meta description tags

 -the next important

 -displayed below the title in search results

 -use dynamic, promotional language

 -use keywords

 SEO -what is NOT recommended (1)

 SEO -what is NOT recommended (1)

 Flash and shockwave -spiders do not pick up these

 files

 Image only sites -spiders do not pick up images

 Image maps -spiderscannot read image maps.

 Do not use them on your home page or critical

 pages.

 Frames -only one page can be titled (titling is

 critical in search rankings)

 -If the spider cannot read the complete page

 (because of the frames), it will not be indexed

 properly.

 -Some spiders may not even read a frames web

 site

 Password protected pages -spiders cannot enter

 password protected pages

 SEO -what is NOT recommended (2)

 SEO -what is NOT recommended (2)

 PDF files -can be problematic for spiders. Although

 some search engines can index them, the pages

 must be interpreted into HTML and can lose much

 of their content.

 -place PDFslower down in your site

 Dynamic pages -spiderscannot index some content

 on pages using ASP, CGI or other dynamic

 languages.

 -Make sure important pages are HTML, no

 dynamically generated content.

 Drop down menus -spiders cannot read them

 

 

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 Summary 00/span>

 Summary 00/span>

 Critical elements

 -domain name, links, keywords, title, meta

 description, alt tags, submitting your website to

 SEs

 -keywords galore: include in page copy, title,

 description, domain name, alt tags

 No-nos

 -flash, image-only sites, image maps, frames,

 password protected pages, PDFS, dynamic

 pages, drop-down menus

 Inbound Link Strategies

 Inbound Link Strategies

 -the more inbound links the higher the SE ranking

 -if the site linking to you is already indexed, spiders will also receive

 your site

 -quality of inbound links is critical

 -how to increase links: a) good content b) good outbound links c)

 target a list of sites from which you can request inbound links

 -links for the sake of links can damage your search rankings

 "Link relevancy is critical in getting your site indexed by search

 engines"

 "A small number of inbound links from high-quality, relevant sites is

 more valuable than many links from low-traffic, irrelevant sites."

 INBOUND LINKS

 : WHY IMPORTANT?

 : WHY IMPORTANT?

 00oogle'sPage Rank

 00ageRankis Google'smethod of measuring a page's

 importance. When all other factors such as title tag and

 keywords are taken into account, Googleuses PageRankto

 adjust results so that sites that are deemed more "important"will

 move up the results page of a user's search accordingly.

 

 

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 PAGE RANK EXPLAINED

 PAGE RANK EXPLAINED

 00n essence, Googleinterprets a link from page A to page B

 as a vote, by page A, for page B. Votes cast by pages that

 are themselves "important" weigh more heavily and help to

 make other pages "important."

 00mportant, high-quality sites receive a higher PageRank,

 which Googleremembers each time it conducts a search

 HOW TO IMPROVE POPULARITY OR PAGE RANK

 HOW TO IMPROVE POPULARITY OR PAGE RANK

 00NBOUND LINK DEVELOPMENT

 00elevant sites

 00opular sites

 00Link pages must be accessible by the search engines

 00Links to your site must be standard HTML (no javascript)

 00The higher the page rank of the page linking to you, and the

 higher the relevancy of the page to your keywords, the more

 valuable the link

 00The fewer links on the page linking to you, the better

 00One way links (natural) to you are better than reciprocal links

 BUYING LINKS

 BUYING LINKS

 00Make Bought Links look as "Natural as Possible"

 00Vary your anchor text and linking strategy

 00Link to various pages

 00Build links progressively over time

 00Avoid over optimization penalties

 

 

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 ADVANCED LINKING TIPS

 Blogs

 Start your own blog, talk about your web properties

 Pay bloggersto talk about you

 Forums

 Pay someone to go to 100forums every day and chat

 about you

 Guest Books

 Sign your name with your URL pointing back

 Community Sites

 Create profiles, link back to your site in your profile

 Remember, vary your linking strategies to appear as natural as

 possible!

 INBOUND LINK DEVELOPMENT TRICKS

 INBOUND LINK DEVELOPMENT TRICKS

 00ind out who is linking up to websites that are doing better

 than you in the search engines

 -Link:www.competitor.com

 -Altavista.com: Find out the importance of each link

 -Approach all these people for links

 00ind perfect relevancy and popularity

 -Use Google.  Search for your keywords.  See who

 comes up.

 -Sites that show up well are definitely relevant, and

 usually popular.

 INBOUND LINK SUMMARY

 INBOUND LINK SUMMARY

 00o summarize the benefits of inbound link development

 a) Boost your search engine popularity & traffic

 b) Build up a solid base of referred traffic

 c) Just think, if you can get 2 clicks per day from 500 relevant sites via

 link development, that equals 30,000unique visitors per month.

 d) If you are prepared to pay $.25 per visitor, that is $7500per month in

 ongoing free marketing.

 e) Build your traffic base with LINKS now.

 

 

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 PAY PER CLICK

 : GOOGLE ADWORDS

 : GOOGLE ADWORDS

 Start gaining new customers in less

 than 15 minutes. Google AdWords

 ads connect you with new customer

 at the precise moment when they're

 looking for your products or

 services.

 The GoogleNetwork reaches more

 than 80%of Internet users.*

 With Google AdWordsyou create

 your own ads, choose keywords to

 help us match your ads to your

 audience and pay only

 whensomeoneclicks on them.

 Search engine marketing

 /cont'd

 /cont'd

 Paid placements

 -Google

 -Google

 Paid placements

 REPEAT AND REFINE OVER AND OVER UNTIL YOU ARE RICH

 REPEAT AND REFINE OVER AND OVER UNTIL YOU ARE RICH

 Drive Traffic and Sale

 Tracking

 Improve Website