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Search Marketing PowerPoint Presentation

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PowerPoint is the world's most popular presentation software which can let you create professional Search Marketing powerpoint presentation easily and in no time. This helps you give your presentation on Search Marketing in a conference, a school lecture, a business proposal, in a webinar and business and professional representations.

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Search Marketing Presentation Transcript

Slide 1 - Search engine marketing MARK 430
Slide 2 - After today’s class you will be able to: Distinguish between search engine optimization and search engine advertising Understand some of the organic methods of SEO Be able to explain methods of “paid placement”, and pay-per-click contextual advertising used in search engines
Slide 3 - Search Engines and marketing Search engines are a narrowcast medium Marketing targets those who are already interested in your product or service ROMI is high Low cost relative to traditional media Good results in terms of traffic, sales, and branding
Slide 4 - Search engines – an effective marketing channel Statistics on how consumers search for products online (from Overture.com)
Slide 5 - Search engine marketing Search engine marketing is the umbrella concept OBJECTIVE IS TO BE IN THE TOP FEW SEARCH RESULTS 2 major methods of achieving this positioning within search engine marketing Search engine optimization (SEO) - built into the design of web pages (organic positioning) Search engine advertising and paid placement
Slide 6 - Organic listings Paid listings
Slide 7 - Search engine optimization (for organic listings) Optimizing the web page CODE for search engine spiders Objective: top position in search engine listings (without paying the search engine)
Slide 8 - Keywords / Key terms Search engine indexing – how it works Relevancy ranking algorithms “Keywords” or “key terms” are the search terms people type into search engines Find out what search terms your target audience uses in search engines from your log file analysis Try out keywords from generators eg. Overture’s or Google’s Look at current search trends Yahoo Buzz, Google Zeitgeist Real-time search from MetaCrawler
Slide 9 - Search engine optimization Focuses on: designing web pages that are friendly to search engine spiders making sure that the elements that are indexed by search engines are all optimal called organic methods getting indexed and listed by the major search engines
Slide 10 - Designing web pages that are friendly to search engine spiders Search engines love simple web site design lots of text (optimized for keywords) spiders don’t have to sift through code to find keywords Web design elements that impede search engine indexing Frames Flash Graphics, Image maps and multimedia files JavaScript (can trap spiders) Dynamic web pages
Slide 11 - Optimizing page elements in html code Page body text: content / page copy Title tag Heading tags Graphics: alt tags Hypertext links Meta tags
Slide 12 - Page body text: content / page copy Search engines love high quality, relevant content create content your target audience is genuinely interested in Search engines reward sites that have valuable information Page copy - make sure your keywords are well represented Higher in the page the better (definitely in the first 25 words) Use your customer’s language: not all marketing copy uses the words that your customers use Relationship of a keyword phrase to the total number of words on a page = keyword density Keyword density is a good indication of relevancy But remember balance: higher is not always better (boring for users and penalized as spam!)
Slide 13 - Title tag Probably the most important page element tag Should always contain your most important keywords or key terms Each page of your site should have a different title tag Example of a good TITLE tag that will generate traffic from people searching for “da Vinci”: Leonardo da Vinci (absolute relevance) This example is less relevant (but contains other useful info – remember to balance marketing needs) Artefacts: Leonardo da Vinci This one will put you out of business: Welcome to Artefacts.com: Your Number One Online Resource for Wall Art Solutions!!!
Slide 14 - Heading tags

,

,

etc Used to indicate importance: ie. page or paragraph headings Should therefore be a good indicator of content - these should indicate the theme of the page or section Use your keywords in heading tags Use heading tags when coding rather than just making the text bigger using font size

Slide 15 - Graphics: alt tags Spiders can’t see or read graphics Make sure all graphics have relevant and descriptive ALT tags (not photo34643) Use your keywords – especially in places like the alt tags for your logo Especially important for navigation graphics (you don’t want a spider to get stuck on a page)
Slide 16 - Hypertext links to other parts of your site use your keywords in hypertext links Never use “click here”! – does that look like relevant or interesting content to a spider? make it easy for spiders to follow links Include text links for navigation in addition to javascript jump or hierarchical menus
Slide 17 - Meta tags (description and keyword tags) No longer useful as sole tactic to influence rankings keywords used in meta tags should match those in the visible body text BUT search engines often use title and description in the listings themselves See next slide for an example of a MUC listing on Google
Slide 18 - Title tag Meta description tag
Slide 19 - Link popularity Strongly influences relevance ranking (for Google, the most important factor) Number and quality of other sites that link to yours (inbound links) must be content relevant (don’t spam!) request links from relevant high-ranking sites get a listing in a directory Find out who links to you link:www.mala.ca Choose a relevant landing page remember individual pages are competing - not your entire site
Slide 20 - Getting indexed and listed It is free to submit pages to most search engines However, some engines charge a fee in return for a guarantee of indexing - called paid inclusion This DOES NOT INFLUENCE POSITION Google and AskJeeves do not follow this practice Examples of submission to: Google Yahoo directory (Express paid inclusion to directory)
Slide 21 - Search engine optimization: summing up Decide which search engines to target, and read all the information for submission and ranking eg. Google for webmasters Select your keywords – use the language of your target audience Don’t attempt to SPAM No guarantees – search engines change the rules constantly Remember balance
Slide 22 - 2. Search engine advertising and paid placement Paying the search engines to get the results you want
Slide 23 - Monetizing search (a little history) Several years ago getting a top placing based solely on optimization techniques (natural or organic methods) Now “paid placement” - practiced by all major search engines (it provides the major revenue stream) Now search engines allow marketers to buy specific key word positions - ie. buy their way to the top Priced on a Pay Per Click basis
Slide 24 - Search engine advertising Web site design or coding has NO impact on position Position is purchased as part of an advertising campaign - guarantees instant visibility The website owner has control over: Position in search results Keyword choice Ad listing copy Landing page
Slide 25 - Buying keywords: search engine advertising Keyword bid advertising works on a cost per click (CPC) basis Advertisers pay only when consumers click on their link. Sponsored links in search results The company bidding higher on the keyword is ranked higher in keyword search results. Example: Google Adwords in action Contextual advertisements Served to partner/affiliate content sites Effective form of advertising because your target market qualifies itself
Slide 26 - Major players in PPC search engine advertising Google works with an affiliate network Overture (renamed as Yahoo! Search Marketing Solutions): covers a partner network of search engines and content sites
Slide 27 - What does it cost? That depends on the keywords, and the competition for those keywords Overture Bid Tool
Slide 28 - Overture Paying for your position across a range of websites Overture “Precision Match” search: How it Works at Overture demo
Slide 29 - Thank You
 

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