BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Search Marketing

We’ll examine:

• Why is search important

• How do use search to your advantage

• Paid search

• Black hats vs. white hats

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Search is Tricky

• Constantly changing

• Moving target

• Tweaking is key

What is SEO anyway?

Lets ask

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Easy to Crawl

• How do you do it?

KEYWORDS!!

(Not graphics)

Also, update often and link out.

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

How to Find Keywords

Tools:

1.Google Webmaster

2.Word Tracker

Your list should initially contain 30

words

Put yourself in the prospects shoes.

What would YOU Google?

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Tips

• Stay away from generic words

• Narrow your list of 30 to 12 specific

• Choose 2- 3 phrases with keywords

• Choose LONG TAIL vs SHORT TAIL

words

• SEO each PAGE of your website

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

All About Tails

Long Tail: 3 or more words in a set of

keywords. A phrase. Super complex.

Short Tail: one word keywords. Easy

and not hard to find.

Exercise: write 10 short tail keywords

and 2 long tail for

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Anatomy of a webpage

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Basic Web Structure

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

More HTML

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

TITLE matters

<title> lives near the header

This is what show up in the bar on top

of your browser.

Its also the click able in SERP (search

engine results page)

This is the first glimpse of your

content.

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

META tags

(This is the description portion of SERPS)

meta name="Description" content="Basic HTML

Code Articles - HTML Tutorials HTML code,

code validation, HTML code validators, link

checkers, cross browser compatibility,

DOCTYPE declaration, character encoding,

HTML document structure”

meta name="Keywords" content="Your

set of keywords for the page "

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Write for people

Not for keywords

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

What is content?

• Everything on your site:

Graphics, animations, banners,sliders,

(things spiders cant see)

And TEXT (that spiders CAN see)

Graphics aren’t content and don’t

allow for as much SEO

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Links

• Secure high quality inbound links from

‘authority’ websites to achiever even

higher results

• Why blogs are so popular (Link Love)

• Links act as references for search spiders

• Links are votes of confidence

• Build quality over quantity

• Larger sites with lots of traffic are gold

mines (CNN, ESPN)

• Don’t forget about internal links

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Link Tips

1. Generate valuable content

2. Let people know your site is there

3. Create a blog

4. Network!

5. Ask for links

6. Link within content

7. Submit your site to directories

8. Offer to swap links

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Black vs White Hats

White= good

Legitimate

Adheres to

SEO

guidelines

Black= bad

Use tricks

Exploit sites

Banned from

indexes

when

caught

Use multiple

domains

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Black Hat Examples

1. Keyword stuffing

2. Cloaking

3. Invisible text

4. Doorway page

5. Spam page

6. Interlinking

7. Selling links

8. Buying expired domains

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

PPC vs CPM

PPC

Google Adwords

You pay per click

Funds go quickly

Don’t need

control over

timeline

PPM or CPM

Facebook

Pay per million

Usually cheaper

Not as control

over

timeframe

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Choose Your Words

Carefully

• Each page should have a META

description, not a META tag.

• Each page should have a carefully

chosen TITLE.

CONTENT will always trump META

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Video SEO and graphic SEO

YouTube SEO is 35 times more

powerful than Google

To optimize images you need to tag

them with META data.

Naming the file also helps.

BDMM 4336

Search

Class 12

Fall 2011

@AndreaGenevieve

andream@stedwards.edu

Go Pro?

• Can pay for SEO or do it internally

• Time consuming

• Large sums of money

• At least 3 months to see results