Optimising your web presence

Transcription

1 Optimising your web presence Institution of Engineers of Ireland (IEI) Trinity College, Dublin 23 rd March 2005

2 What we will discuss Implementing an SEO campaign How to get ranked in search engines Optimising websites for search engines Pay Per Click (PPC) marketing

3 What is Search Engine Optimisation (SEO) Configuring Meta Tags on your website Ensuring content is optimally configured for search engine spiders Ensuring site design is optimised so search spiders can find your content Iterative process of updating content

4 Google: Listings In Action Paid Listings Algorithmic Listings Paid Listings

5 Keywords defining what your site is about Search Engine spiders determine site relevancy based on keyword analysis What are keywords? These can be in URL, Title Tag, Meta Tags, Body Content, Headers, Graphic File Names, Bold Text etc.

6 Researching Search Terms Goodkeywords.com (free) WordTracker.com ( 7 per day) Overture Suggestion Tool (free): Google AdWords (free): Dwoz.com/default.asp?pr=123 (Country specific checker particularly good for the UK and Europe)

7 Facets of SE Optimization Meta Tags Content, Content, Content Positioning and Relevancy Link Popularity Graphics Dynamic Pages

8 Meta Tags Meta Tags include the Title, Description and Content tags All engines read the Title Tag Yahoo uses the keyword tag, Teoma unofficially How do you generate the code once you have decided what you want Siteannounce.com/tools has a good free generator

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10 Meta Tags: For Free!

11 Meta Tags: Yours to keep <Title>Golfing Holidays in South East Ireland from GTI</Title> <META NAME="keywords" CONTENT="golfing holidays, golfing trips, golfing ireland, south east golfing, golf vacations"> <META NAME="description" CONTENT="Golfing Trips Ireland provides a range of golfing holidays and vacations for the tourism and corporate markets. We provide access to the best golf courses in the South East of Ireland."> <META NAME="robots" CONTENT="FOLLOW,INDEX">

12 Title Tag: Your Secret Weapon Every page should have a unique title Title is built around target term for that page - This will be a two or three word term - Golfing Holidays in South East Ireland from GTI Ultimately, people are the users of your site Why is it so important?

13 Search Term is highlighted in the results Title Tag is used in results

14 Search phrase is in Title Tag and populated throughout the content of this page.

15 No Title Tag and no mention of the Keywords in the Content!

16 Design Issues Search engines prefer content Design issues that can impact ranking (or just indexing) Splash pages, frames & dynamic delivery Consider these issues when building a site, but keep in mind that humans are the ultimate users of your content Content is King

17 Link Popularity What does this mean? How to check your own site in Google link: How important is it to link effectively Use SEO Toolkit for quick, free analysis

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19 Graphics and Animation Prudent use of graphics Flash looks great but Be clever use Alt Text Usability of graphics

20 No Magic Formula Do not agonise over SEO issues Design it right users and search engines SEM is becoming more important Engines always one step ahead of the tricks Proper mix of SEO and SEM

21 Definite Do Nots Spamdexing and Keyword Stuffing Microtext Cloaking Frames if not used correctly Use Flash sparingly Don t take my work check Google s own Terms of Use!

22 Search Engine Marketing Paying your way to the top or to advertise Utilising search engines and directories to deliver targeted visitors Constant attention to ensure you are obtaining the maximum return for your spend

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24 Source: comscore % Share Of US Searches

25 Search Engine Marketing Planning a keyword purchase and placement campaign, can include: - Pay for directory Yahoo Directory (US only) - Pay Per Click Overture, Google Adwords - Paid Inclusion

26 Oouch! That hurts.

27 Google Adwords in action

28 Google Adwords - Budget Control Select a maximum cost per click (max CPC) for your keywords - You are guaranteed to never pay more per click than your Max CPC - The minimum CPC for any keyword starts at 10 cent - Ad Position = CPC x CTR Manage your spending by setting a Daily Budget - AdWords will control how frequently your ad appears to keep you at or below your desired budget

29 Setting Up Your Account The Demo is very useful and worth a visit

30 Ads will appear on search partners websites Ads will appear on content partners websites

31 Setting Up Your Account Country/ Language Targeting

32 Setting Up Your Account Creating Ads and Selecting Keywords Create your ad by writing A headline Two lines of ad text A display URL A destination URL

33 Setting Up Your Account Ads Appear Immediately

34 Google Adwords - text Create targeted ads, not branding slogans - What s the product benefit? Use a specific call to action - order here, download white paper, register now, book online Set the right expectations upfront - don t say huge savings unless you mean it

35 Google Adwords dedicated landing page Keyword: Mallorca Holiday

36 Choose Relevant Keywords Guns & Roses Music The Internet s #1 Site Buy Guns & Roses Today! Keyword: roses

37 Optimising Your Ads: Choose Relevant Targeting Keyword: roses delivery Send flowers for $29.99 Shipped overnight from the grower. Overnight delivery to anywhere in the 50 states

38 Optimising Your Ads: Testing Creatives Ireland Holiday Cheap Holidays in the Emerald Isle Golfing in Ireland We can organise a golfing holiday in Ireland Golf Holidays Ireland Luxury golf holidays in Cork area. Special online prices. What do you think the Click Through Rate (CTR) would be for the sample ads shown and why?

39 Optimising Your Ads: CTR Results Ireland Holiday Cheap Holidays in the Emerald Isle Golfing in Ireland We can organise a golfing holiday in Ireland Golf Holidays Ireland Luxury golf holidays in Cork area. Special online prices % CTR 1.5 % CTR 4.5 % CTR

40 Overture s Offering Precision Match

41 Sponsored listings from Precision Match

42 Site Match is priced per URL and a pay per click fee. Results included in the normal algorithmic results

43 Further Developments Blogs Local Search Pay to Search?

44 Some useful reference sites Search Engine Showdown Search Engine Watch Spider Food Good Keywords Irish Internet Association

45 Thank You Please visit my Blog - Online Marketing New Ideas (OMNI) blog = web = For a free copy of my Online Marketing Plan Spreadsheet please me