Title: SEO
1Presents Strategies on How to Become a Creative
and Profitable Online Presence! PerfectWebWare
2Offline / Online
Offline, bustling crowds pass by your place of business. Some of the passerby traffic notices you and walks in."Location, Location, Location" Online, people search for information. Millions of people. Each searches alone."Information, information, information"
3SOME FACTS TO CONSIDER
- According to qSearch, approximately 85 of the
Canadian Internet population conducts at least
one search at the top engines each month
(compared to 73 of the U.S. on-line population).
Canadians conducted approximately 575 mln
searches last April, while 1.2 bln US searches
made in May 2004.
4- Google - Searching 4,285,199,774 web pages
- 28 of Google searches are for a "product/service
name", 9 are for a "brand name" and 5 are
searches for a "company name". - 85 of all Web site traffic and 70 of all
online purchases originate from a search engine.
(Jupiter Research) - Micro Commerce opportunities for new products and
services will generate an estimated 60 bln in
revenue per year by 2015 according to Gartner. A
micro purchase is a purchase valued at less than
5 and conducted electronically, where the
settlement can be either prepaid, by
subscription, on-the-spot, or invoiced. - For More Facts Visit http//www.itfacts.biz
5Site Building Process
6Issues to Cover
Definitions SEO and SEM Strategies Brand
Recognition and Identity QA
7Definitions
- SE Search Engine is a tool that enables users
to locate information on the World Wide Web.
Search engines use keywords entered by users to
find Web sites which contain the information
sought. - Web Directory a search service that arranges
the web pages it knows about into categories and
subcategories. Often picked by human beings for
inclusion in the categories. - SEO / SEM A form of online marketing, Search
Engine Optimization / Search Engine Marketing is
the process of making a site and its content
highly relevant for both search engines and
searchers. Successful search marketing helps a
site gain top positioning for relevant words and
phrases.
8Definitions
- PR Page Rank a system for ranking web pages
developed by Google - http//toolbar.google.com - PPC Pay Per Click online advertising payment
model in which payment is based solely on
qualifying click-through. - CTR Click Through Rate advertising term
indicating the percentage of viewers who click on
a banner advertisement and follow the link - BLOGS a frequent, chronological publication
ofpersonal thoughts and Web links - RSS Real Simple Syndication
9Key internet marketing strategies
- Search engine optimization (SEO) - no cost per
click - Search engine marketing (SEM) - cost per click
10Search engine optimization
- What is SEO?
- SEO is the act of modifying a website to
increase its ranking in organic (vs paid),
crawler-based listings of search engines - How do organic search listings work?
- A spider or crawler which is a component of a SE
gathers listings by automatically "crawling" the
web - The spider follows links to web pages, makes
copies of the pages and stores them in the SEs
index - Based on this data, the SE then indexes the pages
and ranks the websites - Major SEs that index pages using spiders Google,
Yahoo, AltaVista, MSN, AOL, Lycos
11TOP Search Engines and Directories
- The TOP 8
- 1. Google
- 2. Yahoo
- 3. MSN
- 4. AOL
- 5. Altavista
- 6. Infoseek
- 7. Lycos
- 8. Excite
- represent 88.86 of all search engines.
- Web Directory Yahoo, DMOZ, LookSmart
- What SE and Directories do you use?
12Search engine optimization/contd
- SEO strategies/techniques
- 1. Domain name strategies- domain names are
traffic magnets gt 63 million domain names
registered gt 4.7 million domain names registered
1st quarter 2004- choose a domain name that will
increase your search engine ranking. How? - use
keywords, location, advertising terms, product
names- choose a keyword that is important for
your business
13Search engine optimization/contd
- 2. Linking strategies
- - the text in the links should include
keywords- the more inbound links the higher the
SE ranking - if the site linking to you is
already indexed, spiders will also receive your
site - quality of inbound links is critical -
how to increase links a) creative content /
copywriting b) good outbound links c) target a
list of sites from which you can request inbound
links - links for the sake of links can damage
your search rankings - Link relevancy is critical in getting your site
indexed by search engines - A small number of inbound links from
high-quality, relevant sites is more valuable
than many links from low-traffic, irrelevant
sites.
14Search engine optimization/contd
- 3. Keywords- the most important in optimizing
rankings - - research what keywords are people searching
for using tools e.g. Wordtracker
(www.wordtracker.com) - - keywords are words that appear the most in a
page- the spider chooses the appropriate
keywords for each page, then sends them back to
its SE - your web site will then be indexed
based on your keywords - can be key phrases or
a single keyword- do not use common words eg
the and of spiders ignore them- write
keyword-rich text- balance keyword-rich and
readability - always have text in your page at
least 100 words
15Keywords / Phrases Suggestion
Choose your Keywords- Theme Related - Popular -
Low Competition / Find Your Niche Market
16Search engine optimization/contd
- 4. Title tags - important in optimizing rankings
- the first thing that a search engine displays
on a search return - must keywords in title to
be ranked no. 1- should have the exact keyword
you use for the page- every single web page must
have its own title tag - you can use up to 65
characters - example http//www.ebay.com/ (title
is littered with keywords) - 5. Meta description tags - displayed below the
title in search results- use dynamic,
promotional language- use keywords
17Search engine optimisation/contd
- Meta keywords tags - no longer carry weight with
major SEs- a myth that meta keywords alone
affect rankings - 6. Alt tags - include keywords in your alt tags
- 7. Submit your website to SEs for indexing-
submit your site to search engine directories,
directory sites and portal sites - indexing
takes time ( 3 months)
18Search engine optimization/contd
- SEO - what is NOT recommended
- Flash and shockwave - spiders do not pick up
these files - Image only sites - spiders do not pick up images
- Image maps - spiders cannot read image maps. Do
not use them on your home page or critical pages.
- Frames - only one page can be titled (titling is
critical in search rankings)- If the spider
cannot read the complete page (because of the
frames), it will not be indexed properly. - - Some spiders may not even read a frames web
site - Misspellings, JavaScript or HTML errors (validate
your code)
19Search engine optimization/contd
- PDF files - Although some search engines can
index them, the pages must be interpreted into
HTML and can lose much of their content. - place
PDFs lower down in your site - Drop down menus spiders cannot read them
therefore make sure you have a SiteMap
20Search engine optimization/contd
- In summary Make Search Engines work for you!!!
- Critical elements - domain name, links,
keywords, title, meta description, alt tags,
submitting your website to SEs- keywords galore
include in page copy, title, description, domain
name, ALT tags - No-nos- flash, image-only sites, image maps,
frames, password protected pages, code errors
21Search engine optimization/contdHow SEO
elements affect organic listings
Title tag
Meta description tag (or first para of text if no
meta des has been added)
Keywords
22Search engine marketing
- What is search engine marketing (SEM)? SEM is
the act of marketing a website via search engines
by purchasing paid listings - What are paid listings?
- These are listings that search engines sell to
advertisers, usually through paid placement or
paid inclusion programs. In contrast, organic
listings are not sold.
23Search engine marketing/contd
- Paid listings
- 1. Paid inclusions- Advertising programs where
pages are guaranteed to be included in a search
engine's index in exchange for payment - no
guaranteed ranking - payment made on a Cost Per
Click (CPC) basis Advertisers pay to be included
in the directory on a CPC basis or per-url fee
basis with no guarantee of specific placement
24Search engine marketing/contd
- 2. Paid placements- Advertising programs where
listings are guaranteed to appear in organic
listings- the higher the fee, the higher the
ranking - - eg sponsored links and Googles Ad words -
can be purchased from a portal or a search
network - search networks are often set up in an
auction environment where keywords and phrases
are associated with a cost-per-click (CPC) fee.
- Google and Overture are the largest networks
25Search engine marketing/contdPaid placements -
Google
Paid placements
26Other internet marketing strategies
- Usability driven information architecture
- Effective copywriting, dynamic content through SE
friendly web portals, BLOGS, RSS - Affiliate programs
- Email marketing and online newsletters
- Interactive customer relationships
- Web traffic analysis and web analytics
27Conclusion on SEO and SEM
- If budget allows, undertake both SEO and SEM as
SEM enables ROI tracking (leads and conversions) - If budget is lower go for SEO
- Recommendation for- SEO for organic promotion -
SEM for campaigns and international markets
28Conclusion on SEO and SEM
- This is just the tip of the iceberg.
- Search marketing is a new and cost effective
promotion tool. - Stay informed and stay ahead of your competitor.
29Special Offer from PerfectWebWare
- Two hours of no cost or obligation consultation
for your business - Free proof of concept and risk-free evaluation
- Free training
- Get proven results, quality and serviceThe
future of online business is here! Are you ready?
Contact us to find out how we can help
contact_at_perfectwebware.com
30 - MORE STUFF if there is time left . Else
- Q A
31What is a Brand? Brand implementation
principles
- What is a brand? A product is made in a factory
a brand is made in the mind. - Walter Landor - Founder, Landor Associates
- Brand implementation principles
- In order to translate the brand idea into a
coherent experience and to vindicate - its promise
- The media applications that make it real have
to form a consistent, unified - impression and should always be closely linked to
the companys brand identity. - The expectations generated by the brand should
never be allowed to be invalidated by broken
promises, inconsistent language or
out-of-character visual presentation.
325 Metrics of a Strong Brand
- The brand as idea, promise and
- experiencemust fulfill five standards
- 1. It must be relevant to a real or projected
- need in the marketplace.
- 2. It must be deliverablethe company
- must have the infrastructure, assets and
- intellectual capital to fulfill the promise
- and deliver value.
- 3. It must be crediblethe company behind
- the promise must be perceived as capable
- of delivering it.
- 4. It must be differentiatingit must possess
- some quality that distinguishes it from all
- other competitively relevant brands.
- 5. It must be both inspired and
- inspiringit must motivate interest,
- action and enthusiasm among
- employees, shareholders and customers.
33What is a Brand? The three touch points of a
brand
- There are three fundamental touch points between
a brand and the market - 1. Behavior
- Brand behavior is the associate code
- of conduct toward clients, the public,
- the financial community, the corporation
- and each other. It must be manifest in
- everything we do, from the way the
- phones are answered in a call center to
- choices about the kinds of philanthropic
- programs with which we choose to align.
- Brand behavior is the brand brought to
- life in the most vital, social and personal
- way. Our actions as a company and
- the actions of our associates will have
- to vindicate our promises at every turn,
- creating and sustaining a complete brand
- experience for our clients.
34What is a Brand? The three touch points of a
brand
- 2. Appearance (look and feel)
- Look and feel applies to a wide range
- of graphic design applications including
- corporate symbol and signature, color
- palette, packaging, business systems,
- architectural signs, product design and
- standard attire. These must be consistent
- with each other while clearly and recognizably
- expressing the brand positioning.
35What is a Brand? The three touch points of a
brand
- 3. Language (voice or tone and manner)
- Tone and manner or voice spans
- a companys entire system of verbal
- communicationsfrom ad copy, taglines,
- brand lines and slogans to internet
- content, press releases, white papers and
- product names. Tone and manner shapes
- every message our company sends.
- As with look and feel, these different
- verbal expressions must be consistent
- across all media, serve as a recognizable and
- faithful voice of the brand and speak in
- different dialects, in deference to its
- distinct audiences.
36Brand Message and mood
- Be confident. Quietly. Our message should be understated, subtle, not boastful. Our voice is one of partner, not seller. This is not about making claims its about who we are. - Be understated. The dramatic understatement of underpromising and overdelivering is the tone to strive for. Find it. - Be clean and crisp. Use elegant, simple but effective communication. Visually and verbally, less is more. - Be conversational. The message should speak with people, not talk at them. You are their partner, share our message with them. - Be respectful and non-promotional. Engage the reader by speaking in a common language. No chest-beating or competitor-bashing. Avoid jargon. - Be benefit-driven. How does this product or service enhance peoples lives? Talk about the benefit. - Be global. Do not use metaphors or sports analogies. Consider translations and image selection with a world view in mind. - Be sensitive. Not all cultures in the global village share the same values. For example, subtle humor is a wonderful tool to use but humor here isnt necessarily humor there. Also consider facial expressions and body language in the images you select. - Be sure. Test the visual and verbal content with the target audience to be sure that youre communicating what you want to communicate. Every copy direction, every visual cue should do double duty both fulfilling the goal of each assignment as well as communicating the brand promise. If it isnt building brand value, then it is stealing from it. There is no neutral position on the brand value scale! - Obtain approval. All ads, literature and other external marketing communication materials must be reviewed and approved before they are submitted for final production or publication.
37What is a Brand? Conclusion
- Mold your online and offline presence into a
creative brand that will impress your clients and
stand out in a crowded marketplace.
38Why is internet marketing important?
- It gives companies the ability to
- Drive high quality customers to their website
- Increase sales leads from customers looking for
their products and services - Build their brand online by communicating
marketing messages to their target audience - Increase their profile against their competitors
- Target a global and local audience via search
engines - Be accountable with ROI tracking (SEM)
39SEM and the Buying Cycle
Campaign Goals and Objectives should line up with
the profile of the searcher.
While longer phrases tend to be further down the
cycle, short ones may be as well, brands,
products, etc.
40Know The Engines Creative Nuances
- Google.
- Rewards CTR, but high CTR can sometimes dilute
quality - Test your ROI for different creative
- Overture.
- Lower CTR may be acceptable but low Click Index
can result in ad cancellation - Determine your volume, vs. prequal levels
- FindWhat, Kanoodle, Enhance, etc.
- Read the editorial guidelines
41Share Data across PPC and Organic
- Organic keywords
- Tell you how your site is found
- Give you new PPC keywords to try
- PPC keywords.
- Knowing what converts when you pay gives you a
goal for organic pages. 70 of people click on
the organic listings - Tune your site for both kinds of traffic
42Conclusion
Want to win in Search Engine Marketing? Control
risk through education, best practices, smart
people, and appropriate use of effective
technology, not just for tracking but for
campaign optimization. Do you want to be a
survivor and a winner in the game of search
engine marketing? Learn how the game is played.
Campaign efficiency is not optional for search
marketers, it is imperative. Questions? e-mail
contact_at_perfectwebware.com
43The End