Search Engine Marketing Overview

Presentation by Jon PaynePresident, Ephricon Web Marketing

Search Engine Marketing

Presentation by Jon Payne

President, Ephricon Web Marketing

What is Search Engine Marketing?

How Do Search Engines Work?

How Can My Business Get High Rankings?

Ephricon Web Marketing

http://www.ephricon.com/


Agenda

• What is a Search Engine? (1/2)• What is a Search Engine? (2/2)• Why Search Engine Marketing?• Major Search Engines (1/2)• Major Search Engines (2/2)• A Search Engine’s Goals & Objectives• Anatomy of a Search Engine• How Do Search Engines Work?• Ranking Factors

• What a Search Engine Sees• So What is the Algorithm?• What’s an SEO?• What Does a (good) SEO Do?• What SEO is NOT• Farms, Black Hats & “Ethics”• Pay Per Click SEM• Pay Per Click vs. “Organic” SEO• Basic Tips & Optimization Techniques• Resources




What is a Search Engine? (1/2)

• Def: An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet.

• Different than a Directory

• Common Characteristics:• Spider, Indexer, Database, Algorithm• Find matching documents and display them according to relevance• Frequent updates to documents searched and ranking algorithm• Strive to produce “better”, more relevant results than competitors




What is a Search Engine? (2/2)




Why Search Engine Marketing?

• 85% of all traffic on the internet is referred from a search engine

• 90% of all users don’t look past the first 30 results (most only view top 10)

• Many websites aren’t even indexed, most are poorly optimized and get very little traffic from the search engines

• Cost-effective advertising

• Clear and measurable ROI

• Operates under this assumption:More (relevant) traffic + Good Conv. Rate = More Sales/Leads




Major Search Engines (1/2)

What Search Engines Are the Most Popular?Figures below show what percentage of US internet users accessed the corresponding sites at least once during a given month. Counts only search-specific visits. (Nielsen//NetRatings – June 2004)

1. Google – 41.6%

2. Yahoo – 31.5%

3. MSN – 27.4%

4. AOL – 13.6%

5. Ask Jeeves – 7.0%


http://www.nielsen-netratings.com/




Major Search Engines (2/2)

• Google feeds AOL, Netscape, Earthlink & others

• Yahoo owns Overture, AltaVista, AlltheWeb, FAST & others

• Google, Yahoo & MSN results account for 80-90% of all search traffic (rough estimate)




A Search Engine’s Goals & Objectives

• Accumulate large index (database) of web documents to search

• Provide highly-relevant results to users (better than competitors)

• Generate revenue via paid advertising and related business ventures that typically leverage large amount of traffic




Anatomy of a Search Engine

Search box

Sponsored Listingsaka PPC

“Organic” Resultsaka SERPs




How Do Search Engines Work?

• Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in the database

• Search engine indexes the content (text, code) in these documents by adding it to their huge databases and periodically updates this content

• Search engine searches its own database when user enters in a search to find related documents (not searching web pages in real-time)

• Search engine ranks resulting documents using an algorithm (mathematical formula) that assigns various weights to various ranking factors




Ranking Factors

• On-Page Factors (Code & Content)• Title tags <title>• Header tags <h1>• ALT image tags• Content, Content, Content (Body text) <body>• Hyperlink text• Keyword frequency & density

• Off-Page Factors• Link Popularity (“votes” for your site) – adds credibility• Anchor text




What a Search Engine Sees

• View > Source (HTML code)

• http://www.delorie.com/web/lynxview.html (HTML text, no images and little formatting)


http://www.delorie.com/web/lynxview.html



So What is the Algorithm?

• Top Secret! Only select employees of the actual search engines know for certain

• Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of major factors and approximate weight assignments

• Constantly changing, tweaking, updating is done to the algorithm

• Websites and documents being searched are also constantly changing

• Varies by Search Engine – some give more weight to on-page factors, some to link popularity




What’s an SEO?

• SEO = Search Engine Optimization

– Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.

– Refers to the “industry” that revolves around obtaining high rankings in the search engines for desirable keyword search terms as a means of increasing the relevant traffic to a given website.

– Refers to an individual or company that optimizes websites for its clientele.

– Has a number of related meanings, and usually refers to an individual/firm that focuses on optimizing for “organic” search engine rankings




What Does a (good) SEO Do?

• Researches desirable keywords and search phrases (WordTracker, Overture, Google AdWords)

• Identifies search phrases to target (should be relevant to business/market, obtainable and profitable)

• “Cleans” and optimizes a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.

• Helps in writing copy to appeal to both search engines and actual website visitors

• Studies competitors (competing websites) and search engines

• Implements a quality link building campaign

• Pushes for more content!

• Monitors rankings for targeted search terms


http://www.wordtracker.com/

http://www.overture.com/

http://www.google.com/ads


What SEO is NOT

• Search Engine Submission only

• “Submit your website to 5,000 search engines”

• An overnight process (typically takes 3-4 months to show significant results)

• A one-time process (in many cases requires a continual, long-term focus for best results)

• A $29.95 one-time fee!



Farms, Black Hats & “Ethics”

• Black Hat SEO – refers to various “tricks of the trade” that are often questioned as “ethical” by some SEOs. Typically refers to a tactic intended to misrepresent a website by displaying different information to the search engine versus the user. >> hidden text, redirects, etc.

• “Ethical SEO” – refers to methods used to improve rankings while still presenting the same information to both users and search engines.

• Link Farms – sites/pages that may have thousands of links, often to unrelated sites. Typically they provide these links in exchange for links to their site in an attempt to improve their rankings. Reciprocal linking is common and generally accepted when not excessive and an attempt is made to provide value to the site visitor.

• Google Bombing – establishing links with certain anchor text in order to achieve a high ranking for that term. Again, this becomes questionable when an attempt is made to misrepresent the website. (Miserable Failure example)


http://www.google.com/search?hl=en&lr=&safe=off&c2coff=1&q=miserable+failure


Pay Per Click SEM

• PPC ads appear as “sponsored listings”• Companies bid on price they are willing to pay “per click”• Typically have very good tracking tools and statistics• Ability to control ad text• Can set budgets and spending limits• Google AdWords and Overture are the two leaders


PPC vs. “Organic” SEO

Pay-Per-Click “Organic” SEO

• results in 1-2 days• easier for a novice or one without much knowledge of SEO• ability to turn on and off at any moment• generally more costly per visitor and per conversion• fewer impressions and exposure• easy to compete in highly competitive market space (but it will cost you)• can generate exposure on related sites (AdSense)• ability to target “local” markets• better for short-term and high-margin campaigns

• results take 2 weeks to 4 months• requires ongoing learning and experience to reap results• very difficult to control flow of traffic• generally more cost-effective, doesn’t penalize for more traffic• SERPs are more popular than sponsored ads• very difficult to compete in highly competitive market space• can generate exposure on related websites and directories• more difficult to target local markets• better for long-term and lower margin campaigns


Basic Tips & Optimization Techniques

• Research keywords related to your business• Identify competitors, utilize benchmarking techniques and identify level of

competition• Utilize descriptive title tags for each page• Ensure that your text is HTML text and not image text• Use text links when possible• Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)• Obtain inbound links from related websites• Monitor your search engine rankings and more importantly your website traffic

statistics and sales/leads produced• Educate yourself about search engine marketing or consult a

search engine optimization firm or SEO expert



http://www.jonpayne.net/


Resources

Statistics Provided By• Search Engine Watch – www.searchenginewatch.com• Neilsen//NetRatings - www.nielsen-netratings.com • My own experience, opinion and bias

For More Information• Various SEO Forums & Resources online• Ephricon Web Marketing – www.ephricon.com• Google (of course) – www.google.com


http://www.searchenginewatch.com/



http://www.google.com/

Date post:	18-Nov-2014
Category:	Education
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Search Engine Marketing Overview

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