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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
search
