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Search Engine Marketing &
Optimization 101
Janette Toral
http://www.digitalfilipino.com
Search Marketing
• Maximize number of searchers coming to
your site.
• Attracting visitors to your site from search
sites.
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Kind of search results
• Organic or natural– Best pages found for the words the searcher entered.
• Paid– Inclusion
• Guarantees that a site’s pages have been catalogued by a search site and returned when they closely match an organic search.
– Placement• Pay to have its page shown in response to a particular
search word entered, regardless of how closely the page matches what the searcher entered.
– Listing or Directories• List website according to subject categories.
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Search engine optimization
• How you get your site’s pages to be
shown in organic search results.
Search engine marketing
• Encompasses any kind of research
results.
• Everything you do to raise your site’s
visibility in search engines to attract more
visitors.
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Where Searchers Go
– AOL
• Yahoo
– AlltheWeb
– AltaVista
• MSN
– Live Search
• Ask
– Excite
– Iwon
– Teoma
Search Engine Ranking
• Relevance
• Keyword density
– Number of times mentioned in whole website.
• Keyword proximity
– How close are the words closer to each other.
• Keyword prominence
– Where does the words appear?• Page title, initial paragraphs, headings,
emphasized text, body text, description.
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Search Engine Ranking
• Link popularity or analysis
– Number and quality of pages linking to you.
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Web Searcher
• Visitor
– What are they trying to accomplish?
• Buyer
– What buyers are looking for?• Inform
• Make them selective
• Voter
– How they decide to vote?
– What makes them go to the polls?
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Search Marketing Program
• Web site goals
– Sales
• Online
• Offline
– Leads
– Market awareness
– Information & entertainment
– Persuasion
Search Marketing Program
• Measure web site success
– Count
• Conversion
• Visitors
• Revenue
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Search Marketing Program
• Search Marketing Campaign
– Target area of your site
– Focus on keywords searchers use
– Identify landing pages
• Is it index?
• What is its rank?
• Check competitor ranking
Be found in Google
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Keyword research
• Identify your website keywords
– Listen three keywords or key phrases
– Do a search on those keyword phrases and
identify the top three companies, specifically
competition.
• Record your findings for presentation later
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Keyword research
• Check keyword popularity
– Use http://freekeywords.wordtracker.com/
– Check Google Trends to identify volume and where
(http://www.google.com/trends)
• Identify popular keywords and enhance your list
– Do a search again on those keywords and find out
popular competing sites.
– http://www.spyfu.com for additional keyword
reference.
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How users read
• Finding a new article to read: 1 minute
• Short articles:
– 600 words, meaning a cost of 3 minutes to read (assuming a reading speed of 200 wpm)
• Long articles:
– 1,000 words, meaning a cost of 5 minutes to read
• Scanning text is an extremely common behavior for higher-literacy users
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Users read fast
• The first two paragraphs must state the
most important information.
– Start subheads, paragraphs, and bullet
points with information-carrying words.
People prefer to read short
articles
• If you want many readers, focus on short
and scannable content.
– advertising-driven sites or sites that sell
impulse buys.
• If you want people who really need a
solution, focus on comprehensive
coverage.
– sell highly targeted solutions to complicated
problems.
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Meet half-way
• Start with overviews and short, simplified
pages. Then link to long, in-depth
coverage on other pages.
Scannable text
• highlighted keywords
• meaningful sub-headings (not "clever"
ones)
• bulleted lists
• one idea per paragraph
• start with the conclusion
• half the word count (or less) than
conventional writing
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Focus on user wants
• Brief and get to the point quickly.
• Actionable content.
• Support the user's personal story.
Credibility is important
• Use high-quality graphics, good writing,
and use of outbound hypertext links.
• Users detest promotional writing style with
boastful subjective claims ("hottest ever").
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Credibility is important
• Avoid quickly written, shallow postings.
Instead, invest your time in thorough,
value-added content that attracts paying
customers.
Inform search engines what your
site is about
• Familiar words spring to mind when users
create their search queries.
• Supplement made-up words with known
words.
• Supplement brand names with generic
terms.
• Avoid "politically correct" terminology.
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Keyword placement
• Within article title
• Title tag
• Within the article itself
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Page Titles
• Make sure that your TITLE and ALT tags
are descriptive and accurate. When writing
Title tags you only want to use 96
characters or about twelve (12) words.
• Use keywords in title tags
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Text formatting
• Use text instead of images to display
important names, content, or links.
• Use h1, h2, h3 tags
• Somewhere on that page you want your
keyword bolded, italized, or underlined (or
some combination of those three, it
doesn't matter) one or two times only.
Meta tags
• Meta tags for every page that appears in the site itself. Keywords in the page too.
• Well-researched keywords
• Tools– http://www.submitexpress.com/analyzer/
– http://www.addme.com/meta.htm
– http://www.addme.com/keywordsuggest.htm
– https://adwords.google.com/select/KeywordToolExternal
– http://tools.seobook.com/general/keyword/
– http://seodigger.com/
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Site Map
• Must have a site map and uploaded in
• Tools
– http://www.rorweb.com/rormap.htm
– https://www.google.com/webmasters/sitemap
s/login
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RSS for content propagation
• Let search engines and readers know that
you have new content
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Submission to Web Directories
• Submit them manually or in automated
manner
• http://www.google.com/addurl/?continue=/addurl
– Yahoo
• http://search.yahoo.com/info/submit.html
– MSN
• http://search.msn.com/docs/submit.aspx?FORM=
WSDD
Communicate trustworthiness
• Design quality
• Up-front disclosure of all aspects of the
customer relationship.
• Comprehensive, correct, and current
content and product selection feel solid.
• Connected to the rest of the Web with
links in and out.
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Push your articles to the top of
search engine results
• Right keywords– http://freekeywords.wordtracker.com
• Social media– Digg.com
– StumbleUpon.com
– Del.icio.us
• Plug– Twitter
– Plurk
– Social Networks (Facebook, Friendster)
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For more info:
• DigitalFilipino.com Readers Social
Network
– http://digitalfilipinocom.ning.com
• 2nd Social Networking & eBusiness
Conference 2009
– http://socialnetworkphilippines.blogspot.com
• DigitalFilipino.com Club
– http://www.e-commercephilippines.com
