Sem101
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Transcript of Sem101
PROS:
* Clicks are Free
* Most People Click on Top Organic Links
CONS:* Takes Time to See Results
* Limited Control
* Clicks are Free but SEO efforts are Not
PROS:* Immediate Results
* Total Control of How and Where Displayed
* Can Test and Change Daily
CONS:* Costs Money Each Time Someone
Clicks
* Very Competitive
* Need Knowledge to Avoid Wasted Spending
Pay-Per-Click (PPC) Advertising
*Total of 95 Characters Allowed:*Title = 25 Characters*2nd line = 35 Characters*3rd line = 35 Characters
*Select a Landing Page URL that matches the product or service discussed in the ad.
*Should be as Specific as Possible.
*Include the Key Selling Points. Such as “No Signed Contract”
*Keywords + Ad Text = Ad Group
*Make your Ad Groups Very Focused
*Each Group Should be About 1 product*HP laptop in a different group than HP printer
*No More than 50 Keywords in Each Ad Group (can have up to 2,000)
*Google Keywords Tool
• Google Determines which Advertisers want to Show up for a Keyword Each Time a User Searches.
• Google will Rank the Advertisers based on 2 things:
(1) The Amount of Money They Bid
(2) Their Quality Score
• Quality Score is Based on Relevancy of Keywords and Ad as Well as Other Factors
• Bottom Line = The More You Pay the More You Show Up.
Search Engine Optimization
(SEO) - Organic Listings
*Page Title = Max of 66 Characters
*Meta Description = Max of 160 characters.
*Page Titles and Meta Descriptions should be different on each page of your website. *Clear Url with keywords in it.
*Keywords Used in Ad Should Relate Directly to Product/Service Described on That Page
* Combination of These Elements:
(1) Content on Your Website (Both Quantity and Quality)
(2) Meta Description, Keywords & Titles
(3) Number of Inbound Links
(4) What Your Domain Name is and How Long it has Been Around
Website &
Landing Page
Design
*Consistency from start to finish is key(a) Search Query (b) PPC Campaign (c) Landing
Page
*Customize your messaging so that it appeals to how the user is searching.
*In the example below you can see the message “Digital Music Service” is used every step of the way
(a) Search Query (c) Landing Page
(b) PPC Campaign
*You only have 2 seconds to tell your story.
*Tell users they have found what they are looking for.
*Always use clear, concise and relevant headline.
*Include testimonials, awards, certification.
• Have a clear call to action
• No flash intros! Don’t be too creative!
• Eliminate unnecessary navigation.
• SEM is combination of SEO and PPC internet marketing types.
• You are not forced to do them both at same time – it all depends on your goals and when we talking about ppc , your bugdet.
• Best prictice is to measure seo and ppc to let them «work in team».
SEM : en.wikipedia.org/wiki/Search_engine_marketing
SERP: http://en.wikipedia.org/wiki/Search_engine_results_page
SEO : http://en.wikipedia.org/wiki/Search_engine_optimization
PPC : http://en.wikipedia.org/wiki/Pay_per_click
SEO vs PPC: http://www.mikesquarter.com/seo-vs-ppc-the-pros-and-cons-378/
SERP : http://en.wikipedia.org/wiki/Search_engine_results_page
Adwords : https://adwords.google.com/support/aw/?hl=en
Meta Data : http://searchenginewatch.com/2167931
Bounce Rate : http://en.wikipedia.org/wiki/Bounce_rate