Search Engine Marketing Presentation

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Paul Clark

Paul Clark

, Social Media Optimization at Consultant

Published on Sep 14, 2009

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Presentation on Search Engine Marketing, Including Link Building, Pay Per Click Marketing, and Social Media Marketing.


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  1. 1. Web Marketing Search Engine Marketing (SEM) – Presentation Paul Clark Internet Strategist
  2. Paul Clark is an internet strategis…”> 2.
  3. “ 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.
  4. Easier to segment a…”> 3.
  5. Benefits of Internet Marketing
    • Easier to segment and target market
    • Niche marketing creates high ROI opportunities
    • Interactive opportunities – higher conversion rates
  6. Search Engine O…”> 4.
  7. Four Elements of Internet Marketing
    • Search Engine Optimization (SEO)
    • Link Building (LKB)
    • Paid Search Marketing (PPC)
    • Social Media Optimization (SMO)
  8. Tactics to get high natural search ra…”> 5.
  9. 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
  10. Pay Per Click (…”> 6.
  11. 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
  12. Links pointing to your …”> 7.
  13. 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
  14. Communicate with …”> 8.
  15. 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.
  16. Natural unpaid search eng…”> 9.
  17. What are Natural Rankings
    • Natural unpaid search engine results.
  18. 39% of searchers…”> 10.
  19. 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)

  20. SEM Campaign (3…”> 11.
  21. 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
  22. Develop a struc…”> 12.
  23. 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
  24. Site submission – includ…”> 13.
  25. 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
  26. Keyphrase factors <...> 14.
  27. 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, tags, <meta> tags, <a href=""> hyperlink tags and <img> alt tags. </a>
    • Relevancy Searching
      • The most basic test of relevance is the number of times the search phrase appears on the page
  28. Link Building is the proces…”> 15.
  29. 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
  30. Social Medi…”> 16.
  31. 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,
  32.…”> 17.
  33. Resources
    • 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
    • SEO Moz – Crawl Test Tools
    • Broken Links – Xenu’s Link Sleuth and
    • Keyword Research Tools:
  34. 18. Thank you! Paul Clark Internet Strategist (517) 574-5278 [email_address]


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