Visibility on the Web through Search

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Visibility on the Web through Search

• Barbara C. CollCEO, WebMama.comclearly visible

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Who is Visible?
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Where is Visible?(in my humble opinion)

• Search Engines
• Text-based Results (default searches)
• Image Search
• Video Search
• Blog Search
• Book / Author Kara Swisher
• Shopping /Products
• And MORE http//www.google.com/intl/en/options/

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First you need to be present on the web!!!!
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blog
WebMama Visibility In Search
Website
Interviews
Videos
AssociationsNon-ProfitsAdvisory Boards
Images
Articles
Press Releases
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Showing up in Search Results

• Organic based on relevancy
• Paid Advertising based on cost and clickthrough
  rate
• Directories and Link Building time and patience

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Goals of Optimization
High Rankings in Organic Search Engine Results
that Increase Traffic to Website
In order to achieve this goal the search engines
MUST find all of your pages and content.
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Natural / Organic Optimization

• Spiderability - Remember that they WANT your
  Content
• All pages accessible through the navigation
  structure of the site
• Java required
• Images
• Cookies required
• Redirects to main pages

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Tools from Search Engines

• USE Tools provided by Search Engines
• Same Feed, Easy to Generate
• www.google.com/sitemaps
• siteexplorer.search.yahoo.com
• MSN coming soon

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FIRST Step - Keyword Research

• What would people type into a search box to find
  our products and services?
• Take into consideration RVC
• R Relavancy
• V Volume
• C Conversion
• BE REALISTIC

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How Many?

• 2-3 keyword phrases
• Choose your highest priority 2-3 phrases and map
  to home page
• Map Keywords to other pages the most relevant
  to each page.

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Natural / Organic Optimization

• Source Code Meta Data
• Part of Web Design MARKETING does this
• TITLE Tags 6-8 words
• Meta Description 175 characters, 20-25 words,
  english, no stuffing
• Meta Keyword 6-10 words
• Alt Tags related to image
• Flash layers or SDK

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Pay-per-click Search Marketing
Google Adwords Paid Search

• Instant Campaign (3 minutes!)
• Bid on Keywords
• Cost per click
• A/B/C Creative/Landing Page Testing
• No guarantee you will be 1

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Yahoo! Sponsored Search Pay-Per-Click/Keyword-bas
ed
Overture/Yahoo! Search SubmitPaid Inclusion into
free resultsPage/URL based
Free Organic Results basedon Spidering of Sites
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Link BuildingA Key Component to Rankings

• Directories
• Yahoo
• Dmoz
• About.com
• Articles bitpipe,
• Press Releases captured by NEWS Alerts and
  blogs

• Small Business Directories
• Local Search Engines
• Veritical Engines
• Myspace account

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Geographic Targeting

• Local Search
• A regular Search on Google for marketing agencies
  in San Jose
• Click through on local search results
• Submit your business to Google
• Pay to submit to Yahoo Local. 1 month free.
• CitySearch and other local directories

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News Searches/Alerts

• Press releases
• Denise brosseau example

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Blogs and the RSS feed

• How do people find them? Search!
• Learn about Technorati
• What do people see? Snippet and Tags
• Learn about Tags
• Should you have one?
• Yes!

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Social Searchor Searching Community Content

• Digg
• Yahoo answers building search through community
  (the concept of community building a better
  search experience. )
• stumbleupon

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Video

• Or should you be afraid of youtube?
• Advertising?
• Carefully

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And.

• Myspace
• LinkedIn
• Flickr (for images)
• Wikipedia

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Resources

• Search Engine Marketing Professional Organization
  (www.sempo.org)
• Search Engine Watch Blog blog.searchenginewatch.co
  m
• Google Blogs
• http//googleblog.blogspot.com/
• http//adwords.blogspot.com/
• Yahoo news alerts (http//news.search.yahoo.com/se
  arch/news?frytff1-psearch20engine20marketing
  eiUTF-8 )
• eMarketer Newsletter - http//www.emarketer.com/Ne
  wsletter.aspx
• MarketingVOX Newsletter - http//www.marketingvox.
  com/

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Thank You.

• Barbara C. CollWebMama.com Inc.
  bcoll_at_webmama.com415-203-7112