Embed Size (px)
DESCRIPTION
Citation preview
Search Engine Marketing Basics
Andy Jamieson
(@andyjamo)
Founder & Director
Search Engine Marketing Basics
> Understanding search marketing
> Simple introduction to SEO
> Paid search marketing
> New areas to consider; products, location,
Search Engine Marketing Basics
> Understanding search marketing
> Simple introduction to SEO
> Paid search marketing
> New areas to consider; products, location,
Make up of Search Results – Top of Page
Make up of Search Results – bottom of page
Make up of Search Results
• Organic Listings– “Natural” search results– Determined by “objective” algorithms
• Paid Listings– Appear next to desired keywords– Short title– Two lines of text (changing…)– Position driven by willingness to pay
Make up of Search Results
• Places Listings– Business listings from seed data (yellow pages)– Determined by “objective” algorithms– Location of searcher
• Maps Listings– Business listings from seed data (yellow pages)– Determined by “objective” algorithm – Drive to Google Places listing vs your website
Definitions
• SEO: Search Engine Optimisation– Tweaking your content to appear within search engine
results pages
• PPC: Pay Per Click– Advertising model where you pay for each click you
receive, most search engines use PPC.
• Search Marketing– SEO + PPC– Or PPC
Search Engine Marketing Basics
> Understanding search marketing
> Simple introduction to SEO
> Paid search marketing
> New areas to consider; products, location,
Intro to SEO
• Create good content• Optimise important HTML tags• Optimise links• Ensure site is search friendly• Leverage social media to promote
Create good content
• Search engines key requirement
• Social sharing influencing rankings– Who is sharing your content? – Measure how good your content is
• Generate links, likes, +’s and tweets
• Each page should have a single theme
• Hard work
Optimise HTML tags
• Title <title>• Meta Tags:
– “description”– “Micro Formats”
Optimise HTML tags
• Header Tags– <h1>Is the most important on the page</h1>– <h2,3,4…>
• Others:– Bold <strong>– Italic <i>
Optimise HTML tags
• Open graph meta tags– Facebook image, title & description etc
Optimise Links
• Make sure all pieces of content can be found through internal links
• Optimise anchor text with focus keywords that make it clear what the link points to
• Optimise all external links
Ensure Site is Search Friendly
• Search engines are simple, therefore make it easy….– Text– Links
• Simple code, with content positioned high within it
Ensure Site is Search Friendly
• Hard….– Images, multimedia, flash (getting better)– Some programming code
• Javascript, CSS, search boxes
Leverage Social Media to promote
– Google +– Likes– Tweets
– High profile blogs– Industry awards– Add commentary– Give something worth sharing
Search Engine Marketing Basics
> Understanding search marketing
> Simple introduction to SEO
> Paid search marketing
> New areas to consider; products, location,
Paid Search Marketing
• Reach and frequency
• Goals and objectives
• Budget / resources to allocate
Paid Search marketing
• Good title
• Keyword insertion
• Match types• Broad• Phrase• Exact• Negative
Paid Search Marketing
• Search Results
• Content Networks
• Display opportunities
• Retargeting
Search Engine Marketing Basics
> Understanding search marketing
> Simple introduction to SEO
> Paid search marketing
> New areas to consider; products, location
New areas to consider
• Products
New areas to consider
• Locations
New areas to consider
• Suggested Search
Andy Jamieson | Director Switched On MediaLevel 12, 60 Miller St. North Sydney NSW 2060p: 61 2 8248 5032 | f: 61 2 8580 5052 | m: 61 411 487 054w: www.switchedonmedia.com.au e: [email protected]
Thank you
27
