E-M ARKETING C OURSE ` Hossam El Din [email protected] 01068408586.
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Transcript of E-M ARKETING C OURSE ` Hossam El Din [email protected] 01068408586.
GOOGLE IS THE CLEAR SEARCH MARKET LEADER
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Europe74%
Belgium90%
Austria93%
Denmark92%
Finland89%
France78%
Germany75%
UK72%
Switz.73%
Sweden86%
Spain85%
Russia31%
Norway80%
Egypt 83%
Ireland83%
Italy73%
Sources: Market share of search page views, measured by Media Metrix and NetRatings – Aug08 (except Russia – Jun 08).
IT'S NOT GOOD HAVING A GREAT WEBSITE THAT NO ONE CAN FIND. DISCOVER THE KEYS TO BEING FOUND ON SEARCH ENGINES.
Google Analytics
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The first picture below shows that the bulk of traffic is coming directly to the website (e.g. users enter the address of the website in their browser directly). This website is missing out on a lot of business that could be brought by search engines. It is not search engine optimised.
The second picture reveals that the majority of the traffic to the website is brought by search engines. Search engines are promoting the website for free! This is the sign of a well optimised website.
E-MARKETING INCLUDES VARIOUS STRATEGIES AND TECHNIQUES, SUCH AS:
SEO ( Search Engine Optimization)
SEM (Search Engine Marketing) Banner advertising Social Media ( Blog, forums, social
websites( Facebook, twitter, Flickr….etc)) E-mail marketing Affiliate marketing Mobile Marketing Online press releases
SEO AND SEM DEFINED SEO: “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”.
SEO is also optimization of a website for the free (organic) search listings (Non-linear creations)
SEM is also seen as the practice of buying paid search listings OR free listings (wikipedia.org)
SEM is a type of online marketing that encompasses both organic SEO and PPC marketing (Non-linear creations).
SEO Technical
optimisation Content Content
optimisationoptimisation Link building
strategy Subscription into
different directories
SEO
Technical optimisation Content optimisation Link building strategy Subscription into different directories
MAINLY ON-PAGE ELEMENTS WERE ANALYSED TITLE tags Meta Description Anchor text in links keywords used in texts Website Pages accessibility Internal and external links H1, H2, H3… Keywords in Meta tags PageRank Alt Tags
TITLE tags
- 72 character OR 9 words- 1st & 2nd word is more important than other- Your site's Title MUST grab attention, create curiosity, evoke emotion to get the click. Don't just use your company's or website's name. I highly recommend that you spend the same amount of time when writing your Title as you would if you were writing
a Pay Per Click (PPC) ad. Because: No clicks = No conversions
SEO
Technical optimisation Content optimisation Link building strategy Subscription into different directories
COURSE ( 6 ) – SEO 5 Content Optimization
Anchor text in Link
Keyword used in text
H1,H2,H3
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H1, H2, H3…
H1 ===> Very Very Important Keywords
H2 ===> Very Important Keywords
H3 ===> Important Keywords
SEO
Technical optimisation Content optimisation Link building strategy Subscription into different directories
BACK LINKS
So to decide which one will get the highest ranking Google will look at the links to the two sites. Here site A get a link from site C – while site B doesn't get any links. You can say C is giving some juice to site A. So site A will do best in the Google ranking.
BACK LINKS
Now both site A and site B get a link from site C. Their are sharing the juice. So they will rank on the same level. So to decide which one will get the highest rank Google will have to look at other normally not so important things
BACK LINKS
Now site A get another link from site D and site B get a link from E. So now Google has to decide – which one the two new sites are most important site D or site E. Who has most juice to give.
IMPORTANT WEBSITES
www.dmoz.org http://dir.yahoo.com/ Google Maps www.wikipedia.org/ www.digg.com www.youtube.com www.flickr.com
FOLLOW VS NOFOLLOW
Getting only dofollow links would look unnatural and that might cause alarms. We all want out links to look natural for the search engines. Getting a high Page Rank nofollow links is always good. If not in Google then in the other search engines
Remember all links can brings traffic
VALUABLE TOOLS & SEARCH QUERIES FOR LINK BUILDING
understanding of the links they already have1. Google Webmaster Tools
VALUABLE TOOLS & SEARCH QUERIES FOR LINK BUILDING
http://www.opensiteexplorer.org http://www.woorank.com
POSITIVE ON-PAGE SEO GOOGLE RANKING FACTORS
keyword selection, try Google Ad Words - Google Trends
Keyword in URL Keyword in Domain name Keyword in Title tag Keyword in Description meta tag Keyword in Keyword metatag keyword density (1 - 6% - (each keyword/
total words)
POSITIVE ON-PAGE SEO GOOGLE RANKING FACTORS
Keyword in H1, H2 and H3 Keyword font size ("Strong is treated the
same as bold, italic is treated the same as emphasis" . . . Matt Cutts July 2006 )
Keyword prominence (how early in page/tag) (Can be important at top of page, in bold, in large font )
Keyword in alt text Keyword in links to site pages (anchor text)
POSITIVE ON-PAGE SEO GOOGLE RANKING FACTORS
All Internal links valid? All External links valid? File Size (Try not to exceed 100K page size,
Smaller files are preferred <40K ) Frequency of Updates (Frequent updates =
frequent spidering = newer cache ) keyword stemming ( Stem, stems, stemmed,
stemmer, stemming, stemmist, stemification )
URL length (less than 100 is good, less is even better )
SEO
Technical optimisation Content optimisation Link building strategy Subscription into different directories
NEGATIVE OFF-PAGE SEO GOOGLE RANKING FACTORS
Traffic Buying Google hates link-buying, because it corrupts
their PR model in the worst way possible.1. Does your page have links it really doesn't merit?2. Did you get tons of links in a short time period?3. Do you have links from high-PR, unrelated sites?
Zero links to you
Links from bad websites
E-MARKETING INCLUDES VARIOUS STRATEGIES AND TECHNIQUES, SUCH AS:
SEO ( Search Engine Optimization)
SEM (Search Engine Marketing) Banner advertising Social Media ( Blog, forums, social
websites( Facebook, twitter, Flickr….etc)) E-mail marketing Affiliate marketing Mobile Marketing Online press releases
GOOGLE ADWORDS IS SIMPLE AND POWERFUL How it works?
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Why it works?• Helps you reach new
audiences
• Excellent control
• Highly measurable results
• No minimum spend requirements
•Choose keywords•Set budget•Decide where ads will be displayed
People click on your ads and connect with your business
You create your ads
ADVANCED SEO
.htaccess Redirect 301 How and when you can use it ? Why it is very important ?
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ADVANCED SEO
Error Page 404 (.htaccess) Sitemap for Search Engine Sitemap for visitors
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Google Dance Google Sand Box What you can do during Sand Box and
Google Dance period ?
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WEBSITE USABILITY
Website Page accessibility : How to make the website easy for visitors ?How to convert the visitors to customers ?
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E-MARKETING
Free Ads Banner Advertising Press Releases How to select the best websites to put your
ads in it (Free and Paid Ads)
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SEO PLAN
How to start with any website ? How to use your SEO knowledge with any
website ? How to make SEO plan ? How to reach you goals ?
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