Managing SEM projects

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Published on March 9, 2014

Author: HasibN

Source: slideshare.net

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Presentation on How to manage SEM projects

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MANAGING SEM PROJECTS ISOVER SEMINAR – FEB 2014

THE SEM WORLD 09/03/2014 Pied de page 2

REMINDERS AND DEFINITIONS SEO SEM SMO 09/03/2014 Pied de page SEA 3

Search Engine marketing (SEM) SEM is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs). DEFINITIONS : SEM 09/03/2014 Pied de page 4

Search engine optimization (SEO) SEO is the process of affecting the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic") search results. DEFINITIONS : SEO 09/03/2014 Pied de page 5

Search engine Advertisement (SEA) SEA is a method of placing online advertisements on Web pages that show results from search engine queries. DEFINITIONS : SEA 09/03/2014 Pied de page 6

Social media optimization (SMO) SMO refers to the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event. DEFINITIONS : SMO 09/03/2014 Pied de page 7

SEM IN SUMMARY 09/03/2014 Pied de page 8

COMPARISON: SEM AND BRICK-ANDMORTAR STORES 09/03/2014 Pied de page 9

SEM: STORE VS WEBSITE STEP 1: BUILDING IT Store sign. Store quality Security Guard Sales assistants 09/03/2014 Pied de page Domain Development quality Hacking Protection Customer Service 10

SEM: STORE / WEBSITE GRID STEP 2: MAKING THE WORLD KNOW Ads in the street SEA Word of mouth, recos SEO Friends, ads in clubs & group, other stores around SMO 09/03/2014 Pied de page 11

SEM: STORE VS SITE STEP 3: OPTIMISING, THEN CASHING IN ON THE TRAFFIC Client moves Nice store from door to checkout 09/03/2014 Pied de page Web analytics Technical SEO, contents fine-tuning 12

INTRODUCTION TO SEO Intro The keys are in the words SERPs rankings The long trail Optimizing contents Being bold with titles and keywords Titles Meta tags 09/03/2014 Pied de page Authorship Rewriting URLs Optimization is improving by adding values contents, AND fixing issues Removing barriers, Fixing errors Dream team wanted 13

THE KEYS ARE IN THE WORDS * FINDING THE RIGHT ONES * LOW HANGING FRUITS * THE WHOLE GAME: THINKING LIKE A PROSPECT 09/03/2014 Pied de page 14

THE LONG TAIL 09/03/2014 Pied de page 15

OPTIMIZING CONTENTS TECHNICAL AUDITS 09/03/2014 Pied de page 16

09/03/2014 Pied de page 17

SEM STARTS WITH REMOVING BARRIERS, FIXING ERRORS 09/03/2014 Pied de page 18

NETLINKING AND LINKING STRATEGIES LINKS, PROBABLY THE SINGLE MOST IMPORTANT CRITERIA (OTHERS FACTOR IN IE SPEED, BOUNCE, DOMAIN AGE) 09/03/2014 Pied de page 19

IDEAS TO ATTRACT LINKS: WHAT CAN *YOU* COME UP WITH ? 09/03/2014 Pied de page 20

NETLINKING, WHAT’S AT STAKE ? Reputations Money Money, lots of it 09/03/2014 Pied de page 21

CHEATING, BLACK HAT NET LINKING STRATEGIES Follow me to the dark side of SEO 09/03/2014 Pied de page 22

NETLINKING CHEATS: FAKE FRIENDS 09/03/2014 Pied de page 23

NET LINKING AND THE GOOGLE ZOO 09/03/2014 Pied de page 24

NET LINKING AND THE ZOO Panda (February 2011): Penalized duplicate contents from other websites and sources. Penguin (April 2012): Penalized websites that used manipulative techniques to improve their rankings (Black hat) Hummingbird (September 2013): Designed to improve Google's natural language processing and semantic understanding of web pages. (ie longer searches too) 09/03/2014 Pied de page 25

INTRODUCTION TO SEA PLANNING CAMPAIGNS 09/03/2014 Pied de page 26

SEARCH ENGINE ADVERTISING PAYING FOR LINKS IS: -FORBIDDEN EVERYWHERE -ENCOURAGED IN ADWORDS 09/03/2014 Pied de page 27

INTRODUCTION TO SEA SEA OUTSIDE GG: FB, TWITTER SPONSORED TWEETS... 09/03/2014 Pied de page 28

INTRODUCTION TO SMO (SMM) TWITTER 09/03/2014 Pied de page 29

INTRODUCTION TO SMO (SMM) FACEBOOK 09/03/2014 Pied de page 30

INTRODUCTION TO SMO (SMM) PINTEREST 09/03/2014 Pied de page 31

INTRODUCTION TO SMO (SMM) PINTEREST 09/03/2014 Pied de page 32

INTRODUCTION TO SMO (SMM) GG+ 09/03/2014 Pied de page 33

INTRODUCTION TO SMO (SMM) LINKEDIN 09/03/2014 Pied de page 34

SEM IS WEB MARKETING: IT’S 2014, LET’S THINK DIFFERENT. Peter Drucker: "The aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself" 09/03/2014 Pied de page 35

INBOUND MARKETING? INBOUND MARKETING IS DEFINED BY 3 PHASES: GET FOUND, CONVERT AND ANALYZE. 09/03/2014 Pied de page 36

MANAGING YOUR SEM AGENCY 09/03/2014 Pied de page 37

DREAM TEAM WANTED 09/03/2014 Pied de page 38

HINTS, ADVICES BEING CAUTIOUS WITH SERPS AND RANKINGS SERPS NOT AN OBSESSION MEASURING THE $ EFFORTS SO: DIVERSIFY! 09/03/2014 Pied de page 39

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