Web Marketing SEM SEO Marketing a marketing piece Often a web site is a single piece of a marketing cam paign for a product or service
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Page 1 Web Marketing: SEM & SEO Marketing a marketing piece Often a web site is a single piece of a marketing cam paign for a product or service. How often do you have to market a marketing piece? You’ve heard of SEO, but what is SEM? SEO is a part of SEM, and SEM is the acronym most people should use when talking about marketing a website. earch ngine arketing earch ngine ptimization IP UFIUIP Search engine marketing Google Ad Words is an example of this. Your placement usually appears at the top or on the right in specially shaded regions that are usually labeled “sponsored re sults”. Search engine marketing generally follows a PFP pay-for-placement model. Pay and you’re guaranteed placement in a search engine’s results as long as your ads and landing pages meet their quality guidelines. Successful search engine advertising campaigns depend on ﬁve main factors: YWI "IPI !PY !IIUI %FFIIP "UIIII All PFP programs have rules. You can’t just purchase any keywords you want to purchase and write any ad you want. Representatives from the search engines must approve your ads and the landing pages, which are the pages users “land” on after they click on your ad. F FIYPFII YU should know how to perform keyword research, make keyword purchase recommendations, write/test ads, create/test landing pages, measure results, and monitor. SEO Search Engine Optimization is designing, writing, cod II PIYUIWI so that there is a good chance that your web pages will appear at the top of search results list for your selected keywords and key phrases. Search engine optimization is a careful balance between writing for search engines, WIIFIUU YW IX !U FIYIIIU ture that search engines can crawl I IPYIP Keywords At the core of optimization is keywords. In order to ob tain search engine visibility, you must match words from your site to the words your target audience is typing IUIYWPUFUY selected and placed strategically throughout your site. YWPUPPWF UYPIYYUWPU of keyword research can also be used for PFP search engine campaigns. Optimization also involves allowing search engines easy YUYW I by creating a search-engine friendly web site, which is often the least expensive option. Or sites can give ac cess to content by participating in paid inclusion or feed programs. Link Development Good ways and bad ways, but both seem like cheating the true nature of the search engine IPPPIUIYU have great content in a well-designed website. As other like-minded, and similarly-listed sites link to yours, your site will move-up in the search results. What are the differences between a search engine and a directory? Search Engine: Created by robots called spiders Catalogs all of the text two pages deep into your site YWIXIIP Similar to the white pages of a phone book You can request your site be spidered, or just wait until the spiders ﬁnd it themselves. Directory: Created by people Results are based on a description of your site Doesn’t read all text, description is most important Similar to the yellow pages of a phone book Ask permission for your site to be listed class 8 Web Marketing page 1 Page 2 Submitting your site: See each search engine and directory separately and submit your site. Do not use the “Get your site listed with 100s of search engines” services. Print out and date your conﬁrmation screens, then check the search engine or directory after 30 days to make sure your site is there. YW IPPFYUW ing, they tell the search engine or directory what your IIUYWIYUF text on the page. What is that? Just remember these basics: include keywords in the title, headlines (head PIUIFPP Which words should you use? Avoid popular keywords, or combine them into phrases. YYFYUYW IPI YW WP No stop words or adjectives. Remember that keywords are page-speciﬁc, not site- WIYWIUIYWU not included in the body text will be of minimal use, ignored, or worse, considered spamdexing. What are people searching for? See the sites below for an idea of what keywords people use when searching on the internet. mikes-marketing-tools.com/keywords/ Google.com/trends How do you handle this in your code? 1. title tag 2. meta tags 3. heading tags YX 5. alt tags IYUI 1. title tags: IFYUIIWIPPI the title bar of the browser, and will serve as an abstract of your site when it appears in a search engine’s or di rectory’s listing. A well written title will attract a reader’s attention when it is listed within the search results. It must be written for both a search engine and a human IUIYUYW WWWIIY your keywords once in your title, no more. Avoid mean ingless titles like “My web page Here are some examples: WI!IFIYFUY IPPIIWIIIIFF ence Freakanomics: A rouge economist explores the hidden side of everything 2. Meta tags: PIUPPIFIUYU WIWIIPYYW are dozens of types of Meta tags, but we’ll concentrate on two, keywords and description. description: search engines use this as an annotation to the title in search results. 100-150 words max, and you can repeat your keywords more than once. YWYWFYFP IPIPII instead of just “hotels.” You can repeat the keywords two or three times, and use plurals or long forms of the words, maybe even popular misspellings. Separate these words with spaces, not comas. YUIFYUYYUY words within the tags. Some search engines even use the words contained within the bold or italics tags. YX You’ll start with a descriptive intro paragraph in html FUFYW%IIIUFFI “service that is second to none” Second to whom? Don’t attempt to boost your listing by keyword stack IIIPIYUYWFFIYU intro paragraph. Search engines can determine this. Search engines look at the ﬁrst 200 words of the page. 5. Alt attribute: Remember that search engines are blind to images. WIIYIIX Y browsers. Search engines noted that alt tags were usu ally captions for the images, and therefore contained important information. Write a clear, meaningful sen tence using some of your keywords if possible. Remem ber that users will be able to see your alt tag when their mouse is over the image. If the image is nothing of IP !WIU alt= to let the screen reader know there is nothing there for the user. Code: Drexel Cycling: Home cling’s home page”> class 8 Web Marketing page 2 Page 3 Drexel Cycling photo of the Drexel Cycling team”> the ﬁrst 200 hundred words of your copy should include “Drexel Cycling” at least once. In the code above, I have included the keywords “Drex el Cycling” in each of the ﬁve places where a search IWIFYWII that anyone on the internet searching for “Drexel Cy cling” will ﬁnd the site. In Dreamweaver: Since the Meta tag information can not be seen by the browser, you can not work with it in the design view. You must switch to the code view. #WUIWI already a meta tag created by Dreamweaver. It tells the browser what type of html the document uses. Immediately after the existing meta tag, create the de scription meta tag. Right click and choose )IPI FIXYPYUIPII Content: dialog box Immediately after the description meta tag, create the keywords meta tag. Right click and choose )YW FIXYPYUYWI Content: dialog box FUI IPYI and you’ll have access to them in the properties dialog box. Now, add a title with your keywords included in it, add an image placeholder with your keywords included within the alt tag, create some placeholder text with your keywords appearing within an H1 tag and as part of the ﬁrst 200 words of your text. See Dreamweaver help if you have any questions about how to do any of the above. Here’s an example of how the tag and descrip tion tag are used by a search engine when showing the results of a search... Keswick Cycle Website: Home - Welcome to Keswick Cycle! 41 philadelphia bike shop, montgomery county, specialized, can nondale, serotta, litespeed, Raleigh, giordana, abington, glenside, philly bike shop, quintana roo, haro, schwinn” /> Check out different brand name bicycles at Keswick Cycle. Find bike accessories and sporting gear for your personal and triathlon requirements. Great prices. Located in Philadelphia. ” /> I repeating keywords in comment tags placing keywords at the bottom of the page where us ers are unlikely to scroll setting keywords to match the background color spamdexing: keywords that falsely represent the con tent. Don’t try these, search engines and directories can ﬁg ure these out and will ban you. Domains: For a serious website, get a real domain, not a free one. www.goodstuff.com WWWFZUFF Which would you be more likely to visit? Come up with a domain name and register it. "FUFI www.mensexchange.com we have over 18 thousand videos. How to select a domain name: Domain names have gone through a cycle. In the late IPUY U bought up any name they thought had any potential, PIIUI"UF dot-com-bust in 2000, the prospect of holding hun dreds of domain names for ransom lost its luster and PIFIPUI YYUFII name at a reasonable cost are really pretty good. Here are six things to look for in a good domain name 1. A good domain name is relatively short. A short class 8 Web Marketing page 3 Page 4 name — if you can get it — is important for several rea sons. It is easy to ﬁt into logos, makes a better brand, is more easily recognizable, and is harder to misspell. Some companies have 50-character domain names PIUIWPYUWI PIY 2. A good domain name is memorable. You remem ber generic names, such as Art.com and Garden.com. "UYUUIUU Amazon.com, Google.com, and FogDog.com. Putting together strange combinations of words is fun and can be very productive. It helps if it rhymes like FogDog, or repeats sounds such as Google, or is sing-songy like WilsonWeb. Say your prospective domain name out loud to listen to how it sounds. See if your tongue gets twisted around any syllables. Whatever your domain name, it should stick in the mind. 3. A good domain name isn’t easily confused with oth ers. In their desperation to ﬁnd a domain name, some grasped at hyphenated names and put “the” in front of W IPIFU IWIPU confusion. If the holder of a similar domain name is ﬁrst to trademark his combination, it could threaten your domain name, or at least your ability to use it as a "UWI WWWUPI Another consideration is how you’ll need to say your domain name over the phone. If you always have to say “it’s spelled ding-hyphen-doodle.com” you’ll soon wish you’d left out the hyphens. Do your best to ﬁnd a name that can’t be confused. !IIIP)FPP IPI YWI complex your domain name, the harder it is for your customers to type it in correctly. Many of them can’t type well to start with, so to type in a long name may lose you lots of business. At the low price of domain names, it may pay you to purchase the misspellings FI IWYYUF intended for your site and discourage poachers from buying up the variants. Poachers can be driven off by lawsuits if you have trademark protection, but you don’t want that hassle. www.cocacola.com www.coca-cola.com www.coka-cola.com 5. A good domain name relates to your business name or core business. It’s best if your domain name can be UFYUPY"UIYU for a domain name, don’t give up if you can’t ﬁnd the domain for your exact business name. Find functional names, names that describe your uniqueness, names that express an emotion or attitude. !IUIYU audience. If possible, get a .com domain or the domain that has the most respect in your country. You can get a .biz or .info, or country top level domains of small IIUI U U U PIPUI I anyway, is accustomed to .com, or maybe .org (though YW FF domain names sound ... offbeat and therefore suspect. Your main domain should be the one that people ex PI) PY) it would be .fr. If you want to appeal to an international audience, .com is probably best. Having said that, I think it’s wise to buy up other common domain name IYIXPI)FYUU ful you’ll wish you had kept them away from poachers. IPYUIIYUIU Who should you submit to? Do a search on the 10 most used search engines as this list changes over time. Submit your site to at least the top ﬁve search engines on that list Go to each of these sites, they have speciﬁc information about submitting sites to their search en IPUY Google "I Yahoo Ask ! Homework I http://blip.tv/business-of-software/steve-krug-on-the- YU U UIIY I http://www.sensible.com/chapter.html Read this too: http://www.johncow.com/twitter-marketing-how-to- get-started/ WP