2010 07 huzzah - seo-sem basics

SLIDE MASTER – COVERPAGE

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Wappow Huzzah Seattle

SEO, SEM, SMM, Oh My!

Basic Concepts Language Industry Trends

SEO is Building Content GearedTowards Searcher's Interests

Building Search-Engine FriendlySites & Pages

Marketing on the Web

Stats & Information About

Search Engines & Searchers

In Dec 2009, an Est. 1.8 Billion People Used the Internet

Global Browser Marketshare

Global Search Engine Marketshare

Internet vs Search Use

Total World: Age 15+, Home and Work Locations excluding traffic from public computers such as Internet cafes or access from mobile phones or PDAs. Source: comScore qSearch 2.0.

On a typical day, how many Internet users also use search engines?

In 2002, 33% used search engines In 2009, 58% used search engines

Search is growing faster than other activities on the web, quickly outpacing other information gathering sources.

Who’s Searching?

*Searches based on “expanded search” definition, which includes searches at the top properties where search activity is observed, not only the core search engines

131 billion searches were conducted in December, 2009

- Source: Hitwise:http://www.hitwise.com/us/datacen

ter/main/dashboard-10134.html

Social Media comprises the top 10 most popular searches in the world

Who’s Being Sociable?Social Networking grew 25%

globally in the past year.

How Does Search UsageDrives Offline Behavior?

Online Reviews Impact Offline Purchasing Behavior

Service Percent of Review Viewers

Subsequently Making a Purchase

Restaurant 41%

Hotels 40%

Travel 27%

Automotive 24%

Home 19%

Medical 14%

Legal 8%

Source: comScore, Inc./The Kelsey Group, October 12-18, 2007

Where Are the Sales Opportunities?Where Adoption is Low….

73.60%

59.50%

48.10%

24.10%

21.90%

21.30%

15.30%

5.30%

0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%

North America

Oceania/Australia

Europe

Latin America/Carribean

World Average

Middle East

Asia

Africa

Global Internet Penetration Rates

Source: Internet World StatsPenetration Rates are based on a world population of 6,7 billion for mid-year 2008 and 1.46 billion estimated Internet users.

Where Are the Sales Opportunities?…and Population is Large

Source: Internet World StatsPenetration Rates are based on a world population of 6,7 billion for mid-year 2008 and 1.46 billion estimated Internet users.

The Disconnect

- Eye Tracking Data Source: Enquiro

The Disconnect

88% of all Internet marketing dollars are spent on PPC

<10% of all clicks are made on PPC ads

>90% of all traffic comes from clicks on organic search results

11% of all SEM spend is spent on SEO

The Language / Tribal Speak of

Search Engine Marketing

The Language of SEO

SEO = Optimization in the organic search engine results pages (SERPs)

The Language of SEO

PPC = pay-per-click, paid advertising on search engines

The Language of SEO

SEM = Optimization of PPC (paid search) advertising campaigns

The Language of SEO

SMM = Social Media Marketing

The Language of SEO

SMS = Text on a cell phone

The Language of SEO

Mobile Marketing = • Optimization of websites for viewing on a mobile browser/screen

• Advertising on mobile devices• Text message advertising• Mobile e-commerce optimization and promotion

Why Do We Need

Search Engine Marketing?

Limitations of Search Technology

Not All Content Can Be “Seen”

Keywords are Required

Site Structure Matters

Popularity/Links Matter

Targeting Issues

Emergence ofNew Threats & Opportunities

• News• Blogs• Shopping• Local• Images• Video• Advanced Search• What’s Next?

Threats & Opportunities





Internet Marketing Channels

PPC AdvertisingPay Per Click

Bidding and paying for placements on search engines, major and niche

Goal: visibility and traffic for specific search queries


Display Advertising

Placing ads on third-party websites Goal: Branding Examples: banner ads, video ads, interactive ads overlays, interstitials


Online PR

Generating Media from Online Outlets Goal: Branding and traffic Examples: PRNewswire, PRweb, Internet

media focused PR agency work


SEO

Earning Rankings in the organic search results of major search engines

Goal: Targeted traffic Examples: keyword research, on page

optimization, link building


Affiliate Marketing

Incentivizing other websites to push your product

Goal: Targeted traffic Examples: Commission Junction,

inhouse affiliate programs


Social Media Marketing

Leveraging social media platforms Goal: Branding and traffic Examples: twitter, facebook group pages,

pushing content to Digg, Reddit and other platforms


Viral Content Campaigns

Generating creative content to spread your message throughout the web

Goal: Branding and traffic Examples: linkbait production, viral video,

guerrilla marketing


Conversion Rate Optimization

Improving the landing pages and path to completion of sale (conversion)

Goal: increased sales/conversions Examples: split and mulitvariate testing,

click through improvements, etc.

Required Reading

Beginner’s Guide to SEOhttp://www.seomoz.org/article/beginners-1-page

SEO Mythshttp://searchengineland.com/36-seo-myths-that-wont-die-but-need-to-40076?utm_source=twitterfeed&utm_medium=twitter

SEO Developer’s Cheat Sheethttp://www.seomoz.org/user_files/SEO_Web_Developer_Cheat_Sheet.pdf

Additional Resourceswww.seomoz.org – read the PRO guides, blog, and watch WhiteBoard Friday

SLIDE MASTER – COVERPAGE

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