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Neil Welsh,[object Object],President,[object Object],nwelsh@silverbackstrategies.com,[object Object],Twitter: @silverbackstrat,[object Object],Facebook: facebook.com/silverbackstrategies,[object Object],www.SilverbackStrategies.com,[object Object]
SEM,[object Object],PPC,[object Object],+,[object Object],=,[object Object],ROI,[object Object],SEO,[object Object]
WTF?,[object Object]
Search Engine Marketing,[object Object],Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid and organic placements.,[object Object]
The Value of Search,[object Object],It’s where the people are,[object Object],17.1 Billion Searches in August 2011,[object Object],Source: comscore.com,[object Object]
The Value of Search,[object Object],They helps consumers make buying decisions,[object Object],97% of customers research online before making a purchase,[object Object]
People spend money online,[object Object],Online retail industry will be worth $279 Billion in 2015,[object Object],The Value of Search,[object Object],Source: forrester.com,[object Object]
The Big Three,[object Object],Source: comscore.com,[object Object]
Search Engine Exposure,[object Object],Search Engines,[object Object],Paid Results,[object Object],(PPC),[object Object],Organic Results,[object Object],(SEO),[object Object]
Paid Placements,[object Object],Position #1,[object Object],#4,[object Object],Position #2,[object Object],#5,[object Object],Position #3,[object Object],#6,[object Object],#7,[object Object],#8,[object Object],#9,[object Object]
Rank #1,[object Object],Rank #2,[object Object],Organic Listings,[object Object],Rank #3,[object Object],Rank #4 ,[object Object],Rank #5,[object Object]
What Is SEO?,[object Object],Search Engine Optimization (SEO) is the practice of achieving higher organic rankings on search engines through the optimization of internal and external website assets.,[object Object]
What Is SEO?,[object Object],There are over  1 Trillion pages in Google’s index.,[object Object]
62.6% Of People Don’t Click Past The 3rd Search Result,[object Object],Almost 300% Increase In Potential Traffic Between Positions 2 And 1,[object Object],Source: internetmarketingninjas.com,[object Object]
Directory Submissions,[object Object],Partners / Suppliers,[object Object],Reciprocal Links,[object Object],Press Releases,[object Object],Memberships,[object Object],Social Media,[object Object],Advertising,[object Object],Comments,[object Object],Contests,[object Object],News,[object Object],Images and Media,[object Object],Widgets and Tools,[object Object],Resource Lists,[object Object],Testimonials,[object Object],Translations,[object Object],Comments,[object Object],RSS Feeds,[object Object],Articles,[object Object],Blogs,[object Object],Titles,[object Object],SEO,[object Object],URL Structure, Site Design, Hosting, DNS, Geolocation, Domain, Web Standards, Usability, Analytics ,[object Object]
URL Structure, Site Design, Hosting, DNS, Geolocation, Domain, Web Standards, Usability, Analytics ,[object Object]
Images and Media,[object Object],Widgets and Tools,[object Object],Resource Lists,[object Object],Testimonials,[object Object],Translations,[object Object],Comments,[object Object],RSS Feeds,[object Object],Articles,[object Object],Blogs,[object Object],Titles,[object Object]
Directory Submissions,[object Object],Partners / Suppliers,[object Object],Reciprocal Links,[object Object],Press Releases,[object Object],Memberships,[object Object],Social Media,[object Object],Advertising,[object Object],Comments,[object Object],Contests,[object Object],News,[object Object]
White Hat vs. Black Hat,[object Object]
The Dirty Little Secrets of Search,[object Object],[object Object]
Within 2 hours J.C. Penney went from rank #1 for “Samsonite luggage” to #71 and from rank #1 for “living room furniture” to #68Source: nytimes.com,[object Object]
The Dirty Little Secrets of Search,[object Object],[object Object]
“Evening dresses” 	linked from 	casino-focus.com
“Cocktail dresses” 	linked from 	bulgariapropertyportal.com
“Casual dresses”  	linked from 	elistofbanks.com
“Semi-formal dresses” 	linked from	usclettermen.orgSource: nytimes.com,[object Object]
Search Engine Marketing 101
Search Engine Marketing 101
Reporting SEO Performance,[object Object],[object Object]
Traffic Driven by Keywords
Keyword Rankings
Shifts in Ranking,[object Object]

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Search Engine Marketing 101

Notes de l'éditeur

  1. Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement (PPC), and optimizing websites to achieve a higher ranking in organic search results (SEO).
  2. -An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception.-Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen.
  3. Someone paid to have thousands of links placed on hundreds of sites scattered around the Web, all of which lead directly to JCPenney.com.found 2,015 pages with phrases like “casual dresses,” “evening dresses,” “little black dress” or “cocktail dress.” Click on any of these phrases on any of these 2,015 pages, and you are bounced directly to the main page for dresses on JCPenney.com. Some of the 2,015 pages are on sites related, at least nominally, to clothing. But most are not. The phrase “black dresses” and a Penney link were tacked to the bottom of a site called nuclear.engineeringaddict.com. “Evening dresses” appeared on a site called casino-focus.com. “Cocktail dresses” showed up on bulgariapropertyportal.com. ”Casual dresses” was on a site called elistofbanks.com. “Semi-formal dresses” was pasted, rather incongruously, on usclettermen.org. At 7 p.m. Eastern time on Wednesday, J. C. Penney was still the No. 1 result for “Samsonite carry on luggage.” Two hours later, it was at No. 71.At 7 p.m. on Wednesday, Penney was No. 1 in searches for “living room furniture.” By 9 p.m., it had sunk to No. 68.
  4. The ordering of the paid listings depends on other advertisers' bids (PPC) and the "quality score" of all ads shown for a given search. The quality score is calculated by historical click-through rates, relevance of an advertiser's ad text and keywords, an advertiser's account history, and other relevance factors as determined by Google.