Search Engine Marketing Past Current Future & Tactics

16 February 2016SIIA June com

16 February 2016SIIA June The Past: Google Results

16 February 2016SIIA June com

16 February 2016SIIA June The Current: Google Results

16 February 2016SIIA June

Paid Search Remains the Same for Now.

16 February 2016SIIA June The Future: Search Results.com User Generated Content You r Blog s Their Blogs *In Your Control Multi-Media Publicity Online Advertising

16 February 2016SIIA June Search Engine Marketing is all about Visibility. The goal is to be visible in search results when someone is looking for your products and services.

16 February 2016SIIA June Why is Search Important?   Highest ROI   Entry Point to all things   Measurable   Optimizable   Deal Closer

16 February 2016SIIA June Goal of Search Engine Optimization High Rankings in Organic Search Engine Results, for all media elements, that Increase Quality Traffic to Website.

16 February 2016SIIA June The “Golden Triangle” An Eyetracking study by Enquiro showed that over 75% of all clicks on a search engine results page were on natural search listings. Heat map showing concentration of attention and clicks in the Natural Search listings (Source: Eyetools’ EyeTracking Study, June 2005) Fold

16 February 2016SIIA June What is Search Engine Optimization (SEO)?  There are two components to SEO:  (1) Indexing  (2) Ranking  SEO is the process of optimizing a web site so all pages within the site (1) are accessible and friendly to spiders for indexing and (2) rank highly in the natural search results for the keywords targeted.

16 February 2016SIIA June Components of SEO Ranking  Source-Code Optimization  Content  Tags  Connection Optimization  Link Popularity  Internal  External Indexing  On-Site Optimization  Architecture  Link Structure  Domain Usagae  File Naming  23 elements in Audit  Off/On-site Optimization  Blogs  Directories  Videos  Images  News  Shopping

16 February 2016SIIA June Challenge #1: Getting all pages/Media elements into the SE Index

16 February 2016SIIA June Spiderability R emember that they WANT your Content  All pages accessible through the navigation structure of the site  Java required  Images  Cookies required  Redirects to main pages

16 February 2016SIIA June SEO Barriers to Indexing – Remove them! 1) Can/will this page be found by the engines?  Search engines need a “crawlable path” to find your page 2) Can this page’s content be read?  Search engines cannot read some types of content

16 February 2016SIIA June Challenge #2: Enough Content (Relevant Keywords) Keyword research – verify which terms searchers are using to find your products and servicesKeyword research – verify which terms searchers are using to find your products and services Map the Keywords to Pages that you have chosen as the ones you WANT to have show upMap the Keywords to Pages that you have chosen as the ones you WANT to have show up Flag content that is not representedFlag content that is not represented

16 February 2016SIIA June When to Select Keywords  Ideally BEFORE you write content  That way copywriters can integrate keywords into copy from the start  You can also optimize existing content Keyword: “camera accessories” Included in article text Included in page heading

16 February 2016SIIA June Important Source Code Optimization Elements  TITLE Tag  Meta Tags  Image Tags  Headings (part of content but critical)  Link Title tags  Hyperlink text

16 February 2016SIIA June  Source code recommendations pertain to individual web pages Meta tags – what are they? Title tag Keywords & Description tags SSL Certificates bit SSL Encryption from VeriSign, Inc.

16 February 2016SIIA June More Content = Better Rankings? Relevant content is one of the most important factors in search engine rankings and directory listings.  Search engines generally consider pages without keyword-rich content as less useful to searchers than pages that have good content, and will rank them accordingly. Guideline: Try to include at least 250 characters of HTML content per page (not including links!). Most pages that rank well have 100+ words of content.

16 February 2016SIIA June Proceed with Caution  Build pages with your user in mind  Do not sacrifice usability/readability for SEO tactics  Incorporate SEO tactics where it makes sense and adds value to the page/site without taking away from usability  Most SEO tactics complement usability; if not, it could be considered spam

16 February 2016SIIA June Make Sense to Your Readers  If it makes sense to a person, it makes sense to the search engines.  If you think it is important, search engines will think it is important.  Rankings don’t matter if the page doesn’t convert.  Be creative!

Thank You. Barbara ‘webmama’ Coll