Search Engine Marketing Presentation

© 2008 Paul J. Clark social-media-blueprint.blogspot.com [email protected]

Web MarketingSearch Engine Marketing (SEM) - Presentation

Paul ClarkInternet Strategist


Paul Clark – Internet Strategist

“Stand Out in a Crowded Space”

“Introduction”

Paul Clark is an internet strategist. Since 1995, Mr. Clark has beenproviding internet marketing, and information technology solutions to organizations.

Mr. Clarks past experience has included working with government andlaw enforcement agencies, real estate firms, mortgage companies, law firms, internet service providers, engineering firms, public policy research companies, and educational institutions.




Benefits of Internet Marketing

Easier to segment and target market

Niche marketing creates high ROI opportunities

Interactive opportunities – higher conversion rates




Four Elements of Internet Marketing

Search Engine Optimization (SEO) Link Building (LKB) Paid Search Marketing (PPC) Social Media Optimization (SMO)




What is (SEO) Tactics to get high natural search

rankings for keywords that are important to your business

Significantly increase targeted traffic to your website

Not social media marketing, link building, or paid search marketing

Business process that discovers cost efficient social media marketing strategies




What is Paid Search Marketing (PPC) Pay Per Click (PPC) is a

search marketing pricing structure, where advertiser pays the publishing site/engine each time a prospect clicks on his ad

Larger Budget = More Traffic Easily Geo-target Visitors




What is Link Building (LKB) Links pointing to your site from other relevant sites, denotes the

importance of your site to search engines Relevant links drives targeted traffic directly to your site Tactical methods include industry related article distribution,

presentation distribution, social bookmarking, directory submission, posting responses on other blogs, forums, Social Media Press Releases and question and answer portals




What is Social Media Optimization Communicate with and gain insights from target

customers Social media provides tremendous reach at a

fraction of the cost of traditional marketing methods

Create awareness and buzz around your brand, service, or product

Include, RSS feeds, blogs postings, news forums, social bookmarking, social networking, video creation, optimized press release.




What are Natural Rankings

Natural unpaid search engine results.




Why Are Natural Rankings Important 39% of searchers think that companies with high search engine

rankings are the best in their field People using search engines click on natural results 86% of the

time 70% of searchers only look at the first page of search results 45% of users click on the top search result Only 8% of searches go past the 3rd page of results

-iProspect, (April, 2008)




5 Critical Factors of High Ranking SEM Campaign (30 days)

1. SEO Planning, and Strategy2. Index inclusion and coverage3. On-page optimization

Social Media Marketing Campaign4. Link-building (internal and external)5. Social Media Marketing




Factor 1: SEO planning and strategy

Develop a structured plan to evaluate and improve SEO Goal Setting Competitor Benchmarking Keyphrase Analysis

– Keyword discovery– Gap Analysis– Selection

Tracking and improvement process




Factor 2: Index Inclusion Site submission – including search engines and directory inclusion Dynamic XML Site Map Generation and Submission Evaluating robot indexing activity - use of Robots.txt Domain strategy – approaches to distribute content including domain

variants, sub-domains, geolocation, and canonicalization Google sandbox effect, content freshness, content duplication and

link velocity Indexing of dynamic content including problems with URL rewriting

and Session ids




Factor 3: On-page optimization Keyphrase factors

– Keyphrase factors include keyword density, relevancy, synonyms and position

Page markup factors– Page markup keyphrase factors including syntactical accuracy, HTML/CSS

page code structure, <title> tags, <meta> tags, <a href=> hyperlink tags and <img> alt tags.

Relevancy Searching– The most basic test of relevance is the number of times the search phrase

appears on the page




Factor 4: Link-building Link Building is the process of creating inbound links to

ones own website. – Link building helps in getting quality traffic from relevant sites

which increases traffic, sales, and brand awareness– Link building helps in creating awareness, visibility and

credibility of your site– The site also obtains wider search engine exposure.– Popular sources include blogs, forums, press releases, user

generated content




Factor 5: Social Media Marketing (SMM) Social Media Marketing is designed to

help companies create a brand, market their products and services and manage their online reputation through social networks

Tactical methods include, corporate blog management, micro-blogging, social bookmarking, social news, video & photo sharing, online press release, wikis, forums,




Resources http://www.virante.com/seo-tools/duplicate-content.php

http://www.copyscape.com/

Live HTTP Headers add-on for Firefox to check if site is facing duplicate content issue

SEO Book tools – Crawl Test tool and website health check tool

Check Redirects if they are search friendly http://webconfs.com/redirect-check.php

SEO Moz – Crawl Test Tools

http://website.grader.com

Broken Links - Xenu's Link Sleuth and http://validator.w3.org/checklink/ Keyword Research Tools:

– https://adwords.google.com/select/KeywordToolExternal/– http://righton-nobull.com/free-seo-tools/




Thank you!

Paul ClarkInternet Strategist (517) 574-5278

[email protected]://social-media-blueprint.blogspot.com

http://twitter.com/pauljamesclark

Search Engine Marketing Presentation

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