Search engine marketing seo & ppc

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By Susanna Chu, SEO Specialist [Online Marketing] SEO & SEM

description

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.

Transcript of Search engine marketing seo & ppc

Page 1: Search engine marketing   seo & ppc

By Susanna Chu, SEO Specialist

[Online Marketing]

SEO & SEM

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1. Traditional V.S. Online

2. How does search engine works?

3. What is SEO?

3.1 The hierarchy of web presence optimization

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

Topics

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1. Traditional V.S. Online

V.S.

Directory

Search Engine

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1.1 What is Search Engine Marketing?

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3.2 Organic Search V.S Paid Search

• There are 2 types of search engine traffic.

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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

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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

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2. How does the search engine works?

» There are many search engines around the world.

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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.

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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.

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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.

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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.

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• Misspell

• Branded

• Competitors

• General

• Function Focused

• Industry Focused

• Company Focused

5. PPC- Types of Keywords

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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

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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

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6. Monitoring System - PPC

• Impression• CTR• CPC

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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?

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Useful Websites

Search Engine Watchhttp://searchenginewatch.com/seo

Marketsharehttp://marketshare.hitslink.com/browser-market-share.aspx?qprid=0

Keywords Density Analyzerhttp://www.keyworddensity.com/

Redirect Checkerhttp://www.internetofficer.com/seo-tool/redirect-check/

Backlink Checkerhttp://www.online-utility.org/webmaster/backlink_domain_analyzer.jsp

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Useful Websites

Backlink Watchhttp://www.backlinkwatch.com/index.php

Domain Toolshttp://whois.domaintools.com/

Wayback Machinehttp://archive.org/web/web.php

Google Style Guidehttp://google-styleguide.googlecode.com/svn/trunk/htmlcssguide.xml

Google Algorithm Change Historyhttp://www.seomoz.org/google-algorithm-change

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The End