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Voices.com

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David CiccarelliChief Executive Officer

Search Engine Marketing in the Google Era

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People use search engines to...

Find websites, blogs

Find people

Find locations

Find images

Find videos

Why Search?

Search engines are the most powerful medium to

reach customers because you meet them at their point

of need.

90% of online Web sessions begin with a search.

81% of users find web sites they were looking for

through search engines.

The Facts

95% of users don’t go beyond the first 3 pages of

search results before they try another keyword.

30% of users believe companies found in the top

search results are a major brand in their product or

service category.

Search engines average 300-500 million searches per

day.

Google has 60% market share, 90% in technology

industries.

Two ApproachesSearch Engine Optimization

(SEO)Search Engine Marketing (SEM)

Less control More control

Search engine creates a description

You describe your website

Traffic varies Guaranteed website traffic

Free Pay-Per-Click

๏ Process of strategic analysis, placement and enhancement of keywords and text on a website to enable optimum search engine rankings.

๏ Key to any successful Internet Marketing Strategy.

๏ It’s easier than it sounds.

Search Engine Optimization

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Organic Search Engine Results

Popular SEO Strategies On page optimization

Off page optimization

Both have equal importance

On Page Optimization

Contains all the elements and factors in good

search engine ranking which you control - your

content.

Title, Description

Page Names ( my-very-important-page.html )

Sitemap

Content is King Having good, well-

produced content on your website is your first priority.

Content includes audio, video, text and images.

Keywords are Queen Well-written content and

carefully selected keywords are the keys of a balanced on-page strategy.

Use keyword research tools to find the most searched for terms in your industry.

Keyword Research

Start a spreadsheet to

brainstorm all your

keywords.

Organize keywords into

groups by topic or subject

matter.

Keyword Research Tools

Keyword Discovery – www.keyworddiscovery.com

WordTracker - www.wordtracker.com

Google -

adwords.google.com/select/KeywordToolExternal

Yahoo! – inventory.overture.com

Turn Keywords into Content

n If you are selling products, create a web

page or video for each type of product you sell.

n If you are selling consulting services, write

a case study on how you solved a problem for a

customer.

n If you are non-profit website, you could

write about existing projects and future plans

for your organization.

Content Management

Consider a content management

system.

What do focus onPut keywords and phrases in some of the following places to increase a web page in the search engine results.

Page Meta Title

Page Meta Description

In H1, H2, H3 tags

In your image ALT tags

Page File Name ( your-very-important-page.html )

Results

Off Page Optimization

Contains all the elements and factors in good search

engine ranking which you don’t directly control, but...

You can influence others to help you.

Elements of Off Page Optimization

n Link Popularity: How many links point to your

website?

n Link Relevancy: Are the links from websites in the

same industry or from authority websites?

n Anchor Text: The active text used to enable the link to

your website. Does is say your business name or

keyword?

n Search Engine Saturation: How many pages have

you built? Websites with more page are perceived to be

more authoritative.

The Value of LinksMany search engine marketers consider that links are the most important factor in achieve top organic search engine results. Authority Links

Directory Links

Reciprocal Links

Press Release Links

Blog Links

๏ The process of marketing a website on search engines on a pay per click basis.

๏ Also known as Pay-Per-Click or PPC Marketing

Search Engine Marketing

Customer Acquisition Costs

Search Engine Marketing is the most cost-effective way to acquire new customers.

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Paid Search Engine Results

Pay-Per-Click

Pay per click works on the premise that you pay for your

advertising only when someone clicks on your

advertisement.

To determine the price advertisers will pay per click,

Google uses an auction model.

A “Quality Score” also factors into your sponsored

placement.

Google Adwords

1. Target Customers

2. Create an Ad

3. Choose Your Keywords

4. Set Pricing

5. Review & Save

Adwords Account

Landing Pages

SummarySearch Engine Optimization

(SEO)Search Engine Marketing (SEM)

Less control More control

More time required See instant results

Traffic varies Guaranteed website traffic

Free Pay-Per-Click

Tools To Help You Take Action

Google Webmaster Central

Google Analytics

Action Plan

Organize your existing content

Discover which keywords are most searched for

Get links from blogs, press releases and other

websites

Track your success using Google Webmaster

Central and Google Analytics - FREE!

Q&A

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Voices.com

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david@voices.com(519) 858-5071

David CiccarelliChief Executive Officer