SEO (Search Engine Optimization) vs SEM(Search Engine Marketing)
Search engine marketing you are invisible
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Transcript of Search engine marketing you are invisible
Search Engine Marketing
You are invisible, and how to fix it
Presented By Hans RiemerMarket Vantage LLC
At North By North ShoreDanvers MA - Sept. 12, 2012
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� Search Engines vs Directories
� Organic and Paid Search
� Other sources of Traffic
First, just a few BASICS
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Search Engines and Directories
� Directories – Human-Edited
– Yahoo Directory, Google Directory / ODP (DMOZ)
� Search Engines – Crawler-Based / Algorithmic
– Google, Bing, Ask, etc.
� Recent History
– Google started making money in 2001
– Remember AltaVista? Infoseek? HotBot?
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Organic vs Paid Search
Paid AdsOrganic Results
(2009 model)
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Organic vs Paid Search
(2012 model)
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Website Traffic
On-Line AdvertisingReferrals Brand Awareness(Bookmark or Direct)
Pay-PerClick
Banners& Text Ads
Sponsor-ships
ContextualAds On-Line Pubs
OrganicSearch
ReferringLinks
PR(Online / Offline)
Ads (Radio/TV/Print)
Related Sites E-NewslettersPortals
ViralMarketing
Sources of Website Traffic
PaidSearch
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Google’s Mission & Purpose
� Satisfy two stakeholders:� Search users
– Provide the most “relevant” results
� Investors
– Generate revenue from ads (tied to traffic from Search)
� Not: “Push lots of traffic to your site so can make lots of money”
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Who makes Google’s job harder?
� People who try to get their pages to rank higher than they would otherwise
� Why? Because if they succeed, Google’s users (searchers) may not get the best results!
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So Google keeps tweaking,
Panda
Penguin
Venice
Caffeine
Vince
Dewey
Buffy
Big Daddy
Jagger
Gilligan
Bourbon . . .
2012
2010
2008
2006
2004
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How do I get my website to show up at the top of ?
Without having to pay for the clicks, of course,
The $64,000 Question:
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What Search Engines Do
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1st Generation Search Engine Signals– Keywords and Content
� The site with the most keywords – WINS!
Keyword
Keyword
KeywordKeyword
Keyword
Keyword
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1st Generation Search Engine Signals– Keywords and Content
The Result?
� Keyword-stuffed content
� Lots of spammy, junky websites
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2nd Generation Search Engine Signals– Inbound Links
Google arrives on the scene
� Develops an algorithmic approach
� Patent granted for Page Rank
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2nd Generation Search Engine Signals– Inbound Links
The Result?
� Web 2.0 allows user generated content
� Lots of spammy, junky websites
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3rd Generation – User Experience
Data from Google’s “free” tools
� Google Search
� Google Analytics
� Google Toolbar
� Gmail
� Google+1
� Google Chrome browser (with toolbar)
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3rd Generation – User Experience
The Result?
� Lots of pain and volatility
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How to Show Up at the Top of Google
� Own a famous brand
� Get tons of visitors to your site
� Keep them there
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Do’s
� Don’t try to optimize a lousy website
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Do’s
� Keyword research is still important– https://adwords.google.com/o/keywordtool
– Or search: google keyword tool
– Use: “Exact Match”
– Understand: limitations
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Do’s
� Google understands synonyms– No need to “stuff” keywords
– So, write web copy for humans
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Do’s
� Natural link development– Articles still work
– Keyword anchor text isn’t what it used to be
– Directories still hold sway
– Talk to your partners
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Do’s
� Surprise! SEO is Marketing– Crisp messaging + thoughtful word choices
– Visitor engagement
– Usefulness
– Compelling offers
– Impeccable customer service
– Follow-up and nurturing
– PR outreach
How to tell if your site got nuked
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How to tell if your site got nuked
� Traffic
� This: instead of This:
� site:www.yoursite.com comes up empty
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What to do if your site is banned
� Run, don’t walk, to
� Find out what needs to be fixed and fix it!
� Request reinstatement
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And now a few words about
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Yearly Revenue
6,332
10,625
14,413 15,723
19,443
26,145
4,160
5,788
6,7147,167
8,793
10,386
$0
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
2006 2007 2008 2009 2010 2011
Licensing & Other Network Google.com
$ in millions
AdWords Truths
� If your site isn’t converting, the solution is not to spend more money
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AdWords Truths
� You’re playing against Google and your fellow advertisers
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AdWords Truths
� It’s a live auction
– Pay attention
– Don’t “set it and forget it”
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AdWords Truths
� Target carefully
– Keyword selections
– Display sites
� Sloppy = Expensive
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AdWords Tip
� Use AdWords Preview tool to check ads
– Impressions are costly
– Allows geographic testing
– adwords.google.com/d/AdPreview/
– Or search: adwords preview tool
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AdWords Tip
� Who is seeing your ads?
– Search: check typed keywords
– Display: check sites
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Questions?
Hans Riemer
Market Vantage LLC
978-482-0130
Blog / Tips / Newsletter at
www.market-vantage.com
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