Search Engine Marketing Presentation

Web Marketing Search Engine Marketing (SEM) - Presentation Paul Clark Internet Strategist

“ Introduction” Paul Clark is an internet strategist. Since 1995, Mr. Clark has been providing internet marketing, and information technology solutions to organizations. Mr. Clarks past experience has included working with government and law 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) SEO Planning, and Strategy Index inclusion and coverage On-page optimization Social Media Marketing Campaign Link-building (internal and external) 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 Clark Internet Strategist (517) 574-5278 [email_address] http://social-media-blueprint.blogspot.com http://twitter.com/pauljamesclark

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