Search Engine Optimization

Transcription

1 Search Engine Optimization Marketing the Caribbean in the Digital Age Murray Owen

2 Agenda Build Effective Website Content Search Engine Barriers Website Structure Content Layout Strategies International Search Develop Keyword Plans How the Keyword Game Works What NOT to do What TO do Measure Where Your Website Visitors Are Coming From Easy to Use Tools What To Look For What The Data Means Enjoy Your success!

3 Search Engine Optimization BUILD EFFECTIVE WEBSITE CONTENT

4 There s A New Customer In Town! Web Spiders Alias is search engine bots Responsible for your page positioning in search engines Spider Food Hate images! Love text! Partial to links!

5 Traditional Marketing Marketing teams spend significant time developing your company s content and messages at considerable cost. Generally, the content and brand is shaped for the target audience: Prospects Clients Affiliates Industry Segments Investors Relations Media And delivered through a variety of broadcast media TV Radio Print

6 Online Marketing Web 1.0 Now, the deliverables included portfolio of online marketing materials: Web site Web Brochures White Pages Case Studies Press Releases Online demo s, Online Ad, etc all designed to influence the designated audiences if they can find you.

7 Then Came Web 2.0 Now deliverables may also include: Telephony - pay per call, free 411 Video - from flash and MP3 to user generated Localization Google long tail, or ebay classifieds Community / Social Media Youtube to Wikipedia Mobile messaging to ring tones And a new key audience has emerged for your message: Search Engines

8 Web 2.0 New Audience Today, people use web search engines to find content. And, most sites have over 50% of their traffic from search engines. Of this, 20-30% will come through PPC ads. However, 70-80% will arrive by non paid links. These non paid links (organic) are the most important source of traffic by volume.

9 Who is Influencing YOUR Audience? Search Engines News Engines Other Websites Blogs Syndicate Content Podcast Video Social Networks Tagging

10 SEO Barriers Think Books Structural Code Barriers Strategic Phraseology Links

11 Structural/Strategic Case Study Title Tags Headings Content Density and Links Links

12 Title Tags

13 X Headings

14 X Content

15 Links X

16 And The Results

17 The Opportunity thebeverlyhillshotel.com Month average of 2,086 total visitors For single hotels Shelborne Beach Hotel Monthly average of 11,500 search referral visitors Not including all traffic for single hotel

18 Search Engine Optimization DEVELOPING KEYWORD PLANS

19 It Starts With Research Myths We re on the first page of Google for our company False Positives Keywords no one uses. Silver Bullets single keyword. Directory submissions solve SEO problems. To Do s Develop a collection of keywords and phrases. Short Tail Long Tail Measure those against internet usage. Be realistic where you can compete for terms (i.e. hotels vs. luxury hotels Antigua ).

20 How It Works! Spiders measure on page content On Page content must be measured. The Realtor Mistake

21 Search Engine Optimization MEASURE AND MANAGE

22 What to Measure? Overall Search Referral Traffic

23 What to Measure? Search Traffic from Targeted Phrase & Engines

24 Tools Google Analytics Omniture Enquisite Web Trends

25 Money Pit or Return on Investment PAY PER CLICK

26 What is Pay Per Click? Pay per click (PPC) is an advertising model used on search engines, advertising networks, and content websites/blogs, where advertisers only pay when a user actually clicks on an ad to visit the advertiser's website. Advertisers bid on keywords they predict their target market will use as search terms when they are looking for a product or service.

27 How Does PPC ROI Measures Up?

28 What Can I Expect to Pay?

29 How Many Words Should I Bid On?

30 What Are the Result?