Languages
Pages
Legal
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Search Marketing
We’ll examine:
• Why is search important
• How do use search to your advantage
• Paid search
• Black hats vs. white hats
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Search is Tricky
• Constantly changing
• Moving target
• Tweaking is key
What is SEO anyway?
Lets ask
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Easy to Crawl
• How do you do it?
KEYWORDS!!
(Not graphics)
Also, update often and link out.
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
How to Find Keywords
Tools:
1.Google Webmaster
2.Word Tracker
Your list should initially contain 30
words
Put yourself in the prospects shoes.
What would YOU Google?
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Tips
• Stay away from generic words
• Narrow your list of 30 to 12 specific
• Choose 2- 3 phrases with keywords
• Choose LONG TAIL vs SHORT TAIL
words
• SEO each PAGE of your website
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
All About Tails
Long Tail: 3 or more words in a set of
keywords. A phrase. Super complex.
Short Tail: one word keywords. Easy
and not hard to find.
Exercise: write 10 short tail keywords
and 2 long tail for
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
TITLE matters
<title> lives near the header
This is what show up in the bar on top
of your browser.
Its also the click able in SERP (search
engine results page)
This is the first glimpse of your
content.
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
META tags
(This is the description portion of SERPS)
meta name="Description" content="Basic HTML
Code Articles - HTML Tutorials HTML code,
code validation, HTML code validators, link
checkers, cross browser compatibility,
DOCTYPE declaration, character encoding,
HTML document structure”
meta name="Keywords" content="Your
set of keywords for the page "
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Write for people
Not for keywords
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
What is content?
• Everything on your site:
Graphics, animations, banners,sliders,
(things spiders cant see)
And TEXT (that spiders CAN see)
Graphics aren’t content and don’t
allow for as much SEO
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Links
• Secure high quality inbound links from
‘authority’ websites to achiever even
higher results
• Why blogs are so popular (Link Love)
• Links act as references for search spiders
• Links are votes of confidence
• Build quality over quantity
• Larger sites with lots of traffic are gold
mines (CNN, ESPN)
• Don’t forget about internal links
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Link Tips
1. Generate valuable content
2. Let people know your site is there
3. Create a blog
4. Network!
5. Ask for links
6. Link within content
7. Submit your site to directories
8. Offer to swap links
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Black vs White Hats
White= good
Legitimate
Adheres to
SEO
guidelines
Black= bad
Use tricks
Exploit sites
Banned from
indexes
when
caught
Use multiple
domains
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Black Hat Examples
1. Keyword stuffing
2. Cloaking
3. Invisible text
4. Doorway page
5. Spam page
6. Interlinking
7. Selling links
8. Buying expired domains
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
PPC vs CPM
PPC
Google Adwords
You pay per click
Funds go quickly
Don’t need
control over
timeline
PPM or CPM
Pay per million
Usually cheaper
Not as control
over
timeframe
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Choose Your Words
Carefully
• Each page should have a META
description, not a META tag.
• Each page should have a carefully
chosen TITLE.
CONTENT will always trump META
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Video SEO and graphic SEO
YouTube SEO is 35 times more
powerful than Google
To optimize images you need to tag
them with META data.
Naming the file also helps.
BDMM 4336
Search
Class 12
Fall 2011
@AndreaGenevieve
Go Pro?
• Can pay for SEO or do it internally
• Time consuming
• Large sums of money
• At least 3 months to see results
Top Related