A brief through of the Search Engine Marketing field, including Search Engine Optimization (SEO), Social Media Optimization (SMO) and PPC (Paid Per Click). This powerpoint will focus mainly on introduction of SEO and PPC.
2. 1. Traditional V.S. Online
2. How does search engine works?
3. What is SEO?
3.1 The hierarchy of web presence optimization
Topics 3.2 Organic search V.S. Paid search
4. SEO Techniques
5. Adwords Campaign
6. Monitoring System
7. How to increase traffic
8. Useful Websites
5. 3.2 Organic Search V.S Paid Search
• There are 2 types of search engine traffic.
6. 2. How does the search engine works?
» Whenever there is a new website posted, linked to or has its content
updated, the search engine spiders will crawl that page
» The crawler skims text, image descriptions, meta data, page titles, and URL
» Follow links, count links in
and out
7. 2. How does the search engine works?
» Index key terms, count word frequency (keywords density)
» Keywords are words that are used by search engines to determine the topic
of a given web page
» Sites are ranked according to their key term’s rank
8. 2. How does the search engine works?
» There are many search engines around the world.
9. 3. What is SEO?
It is the art and science of publishing information and marketing it in a
manner that helps search engines understand your information is relevant to
relevant search queries.
SEO consists largely of keyword research, SEO copywriting, information
architecture, link building, brand building, building mindshare, reputation
management, and viral marketing.
11. 4. SEO Techniques – Title Tags
Title tags - The title element is used to describe the contents of a document.
The title is one of the most important aspects to doing SEO on a web page.
Each page title should be:
– Unique to that page: Not the same for every page of a site!
– Descriptive: What important ideas does that page cover?
– Not excessively long: Typically page titles should be kept to 8 to 10
words or less, with some of the most important words occurring near
the beginning of the page title.
• Page titles appear in search results as the links searchers click on. In
addition many people link to documents using the official document title
as the link anchor text. Thus, by using a descriptive page title you are likely
to gain descriptive anchor text and are more likely to have your listing
clicked on.
12. 4. SEO Techniques – Headings, Bold, Anchor Text
Headings – The heading element briefly describes the subject of the section it
introduces. Heading elements go from H1 to H6 with the lower numbered
headings being most important. You should only use a single H1 element on
each page, and may want to use multiple other heading elements to structure
a document.
Bold – A way to make words appear in a bolder font. Words that appear in a
bolder font are more likely to be read by humans that are scanning a page. A
search engine may also place slightly greater weighting on these words than
regular text.
Anchor text – The text that a user would click on to follow a link. In the case
the link is an image the image alt attribute may act in the place of anchor
text. Too much similar anchor text may be a considered a sign of
manipulation, and thus discounted or filtered. Make sure when you are
building links that you control that you try to mix up your anchor text.
Outside of your core brand terms if you are targeting Google you probably do
not want any more than 10% to 20% of your anchor text to be the same.
13. 4. SEO Techniques – URL, Breadcrumb and Links
URL – It is very important to the Google algorithm nowadays.
However, whenever you change the URL, a redirection must be done
because Google launch something called Google Panda as a police to fight
duplicate content. Hence, if you don’t redirect and leave duplicate content
floating around in the Google search engine, it’s very likely your website will
get penalties.
Breadcrumb – It is moderate important to Google algorithm. Navigational
technique used to help search engines and website users understand the
relationship between pages.
Links - A citation from one web document to another web document or
another position in the same document. Most major search engines
consider links as a vote of trust.
Inbound link can be build through blogs and link exchange with other
websites or blogs.
14. 5. PPC- Types of Keywords
• Misspell
• Branded
• Competitors
• General
• Function Focused
• Industry Focused
• Company Focused
15. 5. PPC- Types of Keywords
• We can choose a group or two of keywords to run for each campaign and
see which set works the best for your audience.
• Most important, do not bid for keywords that your website is already
ranking on the first page.
• Bid for keywords that your website are doing bad
• The idea is to have the lowest CPC with the highest CTR
• For Facebook CPC, please visit
http://tech.momentgarden.com/post/5016551651/facebook-ads-how-to-
get-1-cent-cpc-and-why-you-might
16. 6. Monitoring System
How should be measure?
- The number of visitors
- The average number of page views per visitor
- Average visit duration & average page duration
- Busy times – the most popular viewing time
- Most requested pages – entry pages & exit pages
- Referrers
18. 7. How to increase traffic ?
• Good Content
• Link Sharing
• Update Content
• Know your keywords
– What are people looking for to find your website
– What terms best describe your website
– What terms are using to find your competitors and you industry?
– Have you included misspelled keywords in your campaigns?
20. Useful Websites
Backlink Watch
http://www.backlinkwatch.com/index.php
Domain Tools
http://whois.domaintools.com/
Wayback Machine
http://archive.org/web/web.php
Google Style Guide
http://google-styleguide.googlecode.com/svn/trunk/htmlcssguide.xml
Google Algorithm Change History
http://www.seomoz.org/google-algorithm-change
Editor's Notes
Background:-The presentation is to give the team a brief walk through on the simple concepts of SEO and SEM and their techniques.
- Do not think that online marketing is an alien. It is just the same as traditional marketing; however, it has been digitized. - Talking about search, it’s the same idea as well. In the past, people will go to yellow pages to search for things through directory. Nowadays, people will go to Google to search for what they want. So, that basically the difference between traditional and online marketing.
So, what is search engine marketing (SEM)? SEO, SMO, and PPC are all under the umbrella of SEM. Today, we will only focus on SEO and PPC. We can talk about Social Media Optimization later on.
Basically, there are 2 types of search: organic search, which is free and paid search, which is not free. So, before I start to walk you through the basic techniques of SEO, let’s walk through how search engine works.
So, how does search engine works? It is not rocket science. Whenever there’s a new website posted, linked to or has its content updated, the search engine spiders will crawl that pageThe crawler skims text, image descriptions, meta data, page titles, and URLWe Follow links, count links in and out
The search engine will also Index key terms, count word frequency which is known as keywords density in the SEO fieldKeywords are words that are used by search engines to determine the topic of a given web pageSites are ranked according to their key term’s rank
- There are many search engines around the world, including Google, AOL Search (powered by Google), Ask.com, Bing, Yahoo (powered by Bing), Baidu and Yandex (a Russian search engine)
Again, these techniques are important, but DO NOT overdo because if you do, you site will disappear from the search engine pretty fast. Rule no.1 , do not over due SEO for search engine. Users of the site always go first, not the search engines.
You can go ready creative with your analysis depends on the objective of your campaign. You can compare the impression and the CTR to see the conversion rate of the keywords. To further your analysis, you can test with different landing pages with different keywords
![By Susanna Chu, SEO Specialist
[Online Marketing]
SEO & SEM](https://image.slidesharecdn.com/searchenginemarketing-seoppc-120510221915-phpapp01/85/Search-engine-marketing-seo-ppc-1-320.jpg)
