1 Search Engine MarketingPresentation by Jon Payne President, Ephricon Web Marketing What is Search Engine Marketing? How Do Search Engines Work? How Can My Business Get High Rankings? Presentation by Jon Payne President, Ephricon Web Marketing Ephricon Web Marketing
2 Agenda What is a Search Engine? (1/2) What is a Search Engine? (2/2)Why Search Engine Marketing? Major Search Engines (1/2) Major Search Engines (2/2) A Search Engine’s Goals & Objectives Anatomy of a Search Engine How Do Search Engines Work? Ranking Factors What a Search Engine Sees So What is the Algorithm? What’s an SEO? What Does a (good) SEO Do? What SEO is NOT Farms, Black Hats & “Ethics” Pay Per Click SEM Pay Per Click vs. “Organic” SEO Basic Tips & Optimization Techniques Resources Presentation by Jon Payne President, Ephricon Web Marketing Ephricon Web Marketing
3 What is a Search Engine? (1/2)Def: An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet. Different than a Directory Common Characteristics: Spider, Indexer, Database, Algorithm Find matching documents and display them according to relevance Frequent updates to documents searched and ranking algorithm Strive to produce “better”, more relevant results than competitors Presentation by Jon Payne President, Ephricon Web Marketing Ephricon Web Marketing
4 What is a Search Engine? (2/2)Presentation by Jon Payne President, Ephricon Web Marketing Ephricon Web Marketing
5 Why Search Engine Marketing?85% of all traffic on the internet is referred from a search engine 90% of all users don’t look past the first 30 results (most only view top 10) Many websites aren’t even indexed, most are poorly optimized and get very little traffic from the search engines Cost-effective advertising Clear and measurable ROI Operates under this assumption: More (relevant) traffic + Good Conv. Rate = More Sales/Leads Presentation by Jon Payne President, Ephricon Web Marketing Ephricon Web Marketing
6 Major Search Engines (1/2)What Search Engines Are the Most Popular? Figures below show what percentage of US internet users accessed the corresponding sites at least once during a given month. Counts only search-specific visits. (Nielsen//NetRatings – June 2004) Google – 41.6% Yahoo – 31.5% MSN – 27.4% AOL – 13.6% Ask Jeeves – 7.0% Presentation by Jon Payne President, Ephricon Web Marketing Ephricon Web Marketing
7 Major Search Engines (2/2)Google feeds AOL, Netscape, Earthlink & others Yahoo owns Overture, AltaVista, AlltheWeb, FAST & others Google, Yahoo & MSN results account for 80-90% of all search traffic (rough estimate) Presentation by Jon Payne President, Ephricon Web Marketing Ephricon Web Marketing
8 A Search Engine’s Goals & ObjectivesAccumulate large index (database) of web documents to search Provide highly-relevant results to users (better than competitors) Generate revenue via paid advertising and related business ventures that typically leverage large amount of traffic Presentation by Jon Payne President, Ephricon Web Marketing Ephricon Web Marketing
9 Anatomy of a Search EngineSearch box Sponsored Listings aka PPC “Organic” Results aka SERPs Presentation by Jon Payne President, Ephricon Web Marketing Ephricon Web Marketing
10 How Do Search Engines Work?Spider “crawls” the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in the database Search engine indexes the content (text, code) in these documents by adding it to their huge databases and periodically updates this content Search engine searches its own database when user enters in a search to find related documents (not searching web pages in real-time) Search engine ranks resulting documents using an algorithm (mathematical formula) that assigns various weights to various ranking factors Presentation by Jon Payne President, Ephricon Web Marketing Ephricon Web Marketing
11 Ranking Factors On-Page Factors (Code & Content) Off-Page FactorsTitle tags </span> <span class='tr'>Header tags <h1></span> <span class='tr'>ALT image tags</span> <span class='tr'>Content, Content, Content (Body text) <body></span> <span class='tr'>Hyperlink text</span> <span class='tr'>Keyword frequency & density</span> <span class='tr'>Off-Page Factors</span> <span class='tr'>Link Popularity (“votes” for your site) – adds credibility</span> <span class='tr'>Anchor text</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span> <span class='tr'>Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 12 </span> What a Search Engine Sees<span class='tr'>View > Source (HTML code)</span> <span class='tr'>(HTML text, no images and little formatting)</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span> <span class='tr'>Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 13 </span> So What is the Algorithm?<span class='tr'>Top Secret! Only select employees of the actual search engines know for certain</span> <span class='tr'>Reverse engineering, research and experiments gives SEOs (search engine optimization professionals) a “pretty good” idea of major factors and approximate weight assignments</span> <span class='tr'>Constantly changing, tweaking, updating is done to the algorithm</span> <span class='tr'>Websites and documents being searched are also constantly changing</span> <span class='tr'>Varies by Search Engine – some give more weight to on-page factors, some to link popularity</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span> <span class='tr'>Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 14 </span> What’s an SEO? SEO = Search Engine Optimization<span class='tr'>Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.</span> <span class='tr'>Refers to the “industry” that revolves around obtaining high rankings in the search engines for desirable keyword search terms as a means of increasing the relevant traffic to a given website.</span> <span class='tr'>Refers to an individual or company that optimizes websites for its clientele.</span> <span class='tr'>Has a number of related meanings, and usually refers to an individual/firm that focuses on optimizing for “organic” search engine rankings</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span> <span class='tr'>Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 15 </span> What Does a (good) SEO Do?<span class='tr'>Researches desirable keywords and search phrases (WordTracker, Overture, Google AdWords)</span> <span class='tr'>Identifies search phrases to target (should be relevant to business/market, obtainable and profitable)</span> <span class='tr'>“Cleans” and optimizes a website’s HTML code for appropriate keyword density, title tag optimization, internal linking structure, headings and subheadings, etc.</span> <span class='tr'>Helps in writing copy to appeal to both search engines and actual website visitors</span> <span class='tr'>Studies competitors (competing websites) and search engines</span> <span class='tr'>Implements a quality link building campaign</span> <span class='tr'>Pushes for more content!</span> <span class='tr'>Monitors rankings for targeted search terms</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span> <span class='tr'>Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 16 </span> What SEO is NOT Search Engine Submission only<span class='tr'>“Submit your website to 5,000 search engines”</span> <span class='tr'>An overnight process (typically takes 3-4 months to show significant results)</span> <span class='tr'>A one-time process (in many cases requires a continual, long-term focus for best results)</span> <span class='tr'>A $29.95 one-time fee!</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span> <span class='tr'>Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 17 </span> Farms, Black Hats & “Ethics”<span class='tr'>Black Hat SEO – refers to various “tricks of the trade” that are often questioned as “ethical” by some SEOs. Typically refers to a tactic intended to misrepresent a website by displaying different information to the search engine versus the user. >> hidden text, redirects, etc.</span> <span class='tr'>“Ethical SEO” – refers to methods used to improve rankings while still presenting the same information to both users and search engines.</span> <span class='tr'>Link Farms – sites/pages that may have thousands of links, often to unrelated sites. Typically they provide these links in exchange for links to their site in an attempt to improve their rankings. Reciprocal linking is common and generally accepted when not excessive and an attempt is made to provide value to the site visitor.</span> <span class='tr'>Google Bombing – establishing links with certain anchor text in order to achieve a high ranking for that term. Again, this becomes questionable when an attempt is made to misrepresent the website. (Miserable Failure example)</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span> <span class='tr'>Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 18 </span> Pay Per Click SEM PPC ads appear as “sponsored listings”<span class='tr'>Companies bid on price they are willing to pay “per click”</span> <span class='tr'>Typically have very good tracking tools and statistics</span> <span class='tr'>Ability to control ad text</span> <span class='tr'>Can set budgets and spending limits</span> <span class='tr'>Google AdWords and Overture are the two leaders</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 19 </span> PPC vs. “Organic” SEO Pay-Per-Click “Organic” SEO results in 1-2 days<span class='tr'>easier for a novice or one without much knowledge of SEO</span> <span class='tr'>ability to turn on and off at any moment</span> <span class='tr'>generally more costly per visitor and per conversion</span> <span class='tr'>fewer impressions and exposure</span> <span class='tr'>easy to compete in highly competitive market space (but it will cost you)</span> <span class='tr'>can generate exposure on related sites (AdSense)</span> <span class='tr'>ability to target “local” markets</span> <span class='tr'>better for short-term and high-margin campaigns</span> <span class='tr'>results take 2 weeks to 4 months</span> <span class='tr'>requires ongoing learning and experience to reap results</span> <span class='tr'>very difficult to control flow of traffic</span> <span class='tr'>generally more cost-effective, doesn’t penalize for more traffic</span> <span class='tr'>SERPs are more popular than sponsored ads</span> <span class='tr'>very difficult to compete in highly competitive market space</span> <span class='tr'>can generate exposure on related websites and directories</span> <span class='tr'>more difficult to target local markets</span> <span class='tr'>better for long-term and lower margin campaigns</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 20 </span> Basic Tips & Optimization Techniques<span class='tr'>Research keywords related to your business</span> <span class='tr'>Identify competitors, utilize benchmarking techniques and identify level of competition</span> <span class='tr'>Utilize descriptive title tags for each page</span> <span class='tr'>Ensure that your text is HTML text and not image text</span> <span class='tr'>Use text links when possible</span> <span class='tr'>Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)</span> <span class='tr'>Obtain inbound links from related websites</span> <span class='tr'>Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced</span> <span class='tr'>Educate yourself about search engine marketing or consult a search engine optimization firm or SEO expert</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span> <span class='tr'>Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 21 </span> <span></span> <span></span> <span class='tr'>Keyword check</span> <span></span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span></p><p><span class="span-circle-num"> 22 </span> Resources Statistics Provided By<span class='tr'>Search Engine Watch –</span> <span class='tr'>Neilsen//NetRatings -</span> <span class='tr'>My own experience, opinion and bias </span> <span class='tr'>For More Information</span> <span class='tr'>Various SEO Forums & Resources online</span> <span class='tr'>Ephricon Web Marketing –</span> <span class='tr'>Google (of course) –</span> <span class='tr'>Presentation by Jon Payne President, Ephricon Web Marketing</span> <span class='tr'>Ephricon Web Marketing</span></p> </div>
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