SEO + SEM Presentation
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This document provides an overview of search engine optimization (SEO) and search engine marketing (SEM) strategies. It discusses fundamental steps like keyword research, content writing, and promotion. It also covers topics like self-promotion, social media, integrated campaigns, tracking results, and whether to use an in-house or agency approach. Case studies of companies that have used these strategies are also mentioned.
SEO + SEM Presentation
- 1. Use Acquisition: SEO and SEM Byrne Hobart / byrne@byrnehobart.com / (917) 806-0159
- 2. Intro What problems are you solving? Where are you starting? Your team? Their skills?
- 3. The Fundamentals Every campaign has a few iterative steps: Identify keywords. Write content. Promote content. Measure results. Repeat.
- 4. Keyword Research The big question: what kinds of terms? The variables to look at. Managing a keyword list. Brand terms, head terms, long-tail, and template terms. The Invisible ROI.
- 5. SEO / SEM Copywriting What do you read? What do you link to? Long-term: reputation > reader's experience > search engine experience. Short term: invert these.
- 6. Self-Promotion (It's Not So Bad...) Talk to people who will be happy to hear from you. Come up with a target list. If you're doing PR, think of it in SEO terms. (News cycles last a day, links last for years.)
- 7. Social Media It's an increasingly big factor in rankings. Also an easy way to self-promote. Always ask: who shares this, and why? Which social networks do you use?
- 8. Integrated Campaigns SEO + SEM And... PR campaigns. Banner ads. TV, radio, print
- 9. SEO vs. SEM SEO: Upfront investment, low-cost payout. Unpredictable outcomes. Fighting Google. SEM: Constant investment, lower margins. Predictable, testable outcomes. Google's on your side (sort of...).
- 10. Tracking Results The "Last-Click" Fallacy Numbers to look at. How to create new variables to track.
- 11. Going Black-Hat Costs and benefits of link-buying. Link-selling. Brand names. Deceptive copy. Putting it in context. (Check your competitors first!) Economics of "outing."
- 12. In-House, Agency, Hybrid? Agencies: good people, bad incentives. Kinds of agencies: design/dev, pure SEO, SEO consultants, and more... In-house: a big, uncertain investment. Plus, too much focus? Hybrid model: in-house for core stuff, agencies for peripheral work.
- 13. Case Studies AirBNB OKCupid LinkedIn BuyCheapr CreditCards.com Blue Fountain Media Digital Due Diligence TaxRascal Granite Transformations
- 14. Q&A&more Byrne Hobart / byrne@byrnehobart.com / (917) 806-0159 Some great resources: Rank Checker: http://tools.seobook.com/firefox/rank-checker/ SEOQuake: http://www.seoquake.com/ The AdWords Keyword Tool: https://adwords.google.com/o/Targeting/Explorer The SEOMoz guide to SEO: http://www.seomoz.org/beginners-guide-to-seo