SEO et SEM

SEO and SEM
(notes from 7th International Internet
Marketing Conference, 5 – 7 April 2004)
by Siang Tay
Marketing and Development
Unit, UniSA

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Key internet marketing strategies
• Search engine optimisation (SEO)
- no cost per click
• Search engine marketing (SEM)
- cost per click

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Why is internet marketing
important?
It gives companies the ability to:
• Drive high quality customers to their website
• Increase sales leads from customers looking for
their products and services
• Build their brand online by communicating
marketing messages to their target audience
• Increase their profile against their competitors
• Target a global audience via international
search engines
• Be accountable with ROI tracking (SEM)

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Importance of s earch engines in
Aus tralia
• SEs maintain its position as #1 category
• SEs account for 10 out of 20 top sites visited by
Australians (May 2004)
• Google Australia holds 4.7% total internet
market share - the highest for any search
engine in Australia
• there are currently 1,715 SEs in Australia
Source: Hitwise

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S earch engine optimis ation
What is SEO?
SEO is the act of modifying a website to increase its ranking
in organic (vs paid), crawler-based listings of search engines
How do organic search listings work?
• A spider or crawler which is a component of a SE gathers
listings by automatically "crawling" the web
• The spider follows links to web pages, makes copies of the
pages and stores them in the SE’s index
• Based on this data, the SE then indexes the pages and ranks
the websites
• Major SEs that index pages using spiders: Google, Altavista,
Msn, Aol, lycos
“Spiders read only text, nothing else”

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S earch engine optimis ation/cont’d
SEO strategies/techniques
1. Domain name strategies
- domain names are traffic magnets
> 63 million domain names registered
> 4.7 mil ion domain names registered 1st quar 2004
- choose a domain name that will increase your search
engine ranking. How?
- simple, short, no hyphens, no numbers
- use keywords, common words, advertising terms,
product names
- choose a keyword that is important for your business

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S earch engine optimis ation/cont’d
2. Linking strategies
- the more inbound links the higher the SE ranking
- if the site linking to you is already indexed, spiders wil
also receive your site
- quality of inbound links is critical
- how to increase links: a) good content b) good outbound
links c) target a list of sites from which you can request
inbound links
- links for the sake of links can damage your search
rankings
“Link relevancy is critical in getting your site indexed by
search engines”
“A small number of inbound links from high-quality,
relevant sites is more valuable than many links from low-
traffic, irrelevant sites.”

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S earch engine optimis ation/cont’d
3. Keywords
- important in optimising rankings
- keywords are words that appear the most in a page
- the spider chooses the appropriate keywords for each
page, then sends them back to its SE
- your web site wil then be indexed based on your
keywords
- can be key phrases or a single keyword
- do not use common words eg ‘the’ ‘and’ ‘of’: spiders
ignore them
- write keyword-rich text
- balance keyword-rich and readability
- always have text in your page: at least 100 words

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S earch engine optimis ation/cont’d
4. Title tags
- important in optimising rankings
- the first thing that a search engine displays on a search
return
- must keywords in title to be ranked no. 1
- should have the exact keyword you use for the page
- every single web page must have its own title tag
- you can use up to 65 characters eg Ebay
http://www.ebay.com/ (title is littered with keywords)
5. Meta description tags
- the next important
- displayed below the title in search results
- use dynamic, promotional language
- use keywords

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S earch engine optimis ation/cont’d
Meta keywords tags
- no longer carry weight with major SEs
- a myth that meta keywords alone affect
rankings
6. Alt tags
- include keywords in your alt tags
7. Submit your website to SEs for indexing
- submit your site to search engine directories,
directory sites and portal sites
- indexing takes 1 wk to 3 months

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S earch engine optimis ation/cont’d
Major SEs to submit to:
• Altavista http://addurl.altavista.com/sites/addurl/newurl
(Search engines that also use this database - Looksmart)
• The Open Directory Project (DMOZ) http://dmoz.org/add.html
(Search engines that also use this database - Ask Jeeves, Lycos,
Netscape )
• Fast http://www.al theweb.com/add_url.php
(Search engines that also use this database - Lycos)
• Google http://www.google.com/addurl.html
(Search engines that also use this database - Yahoo)
• Inktomi http://submitit.bcentral.com/msnsubmit.htm
(Search engines that also use this database - AOL, Excite, MSN,
Overture)
• MSN http://submitit.bcentral.com/msnsubmit.htm
• Yahoo http://docs.yahoo.com/info/suggest

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S earch engine optimis ation/cont’d
SEO - what is NOT recommended
Flash and shockwave - spiders do not pick up these files
Image only sites - spiders do not pick up images
Image maps - spiders cannot read image maps.
Do not use them on your home page or critical pages.
Frames - only one page can be titled (titling is critical in search
rankings)
- If the spider cannot read the complete page (because of the
frames), it wil not be indexed properly.
- Some spiders may not even read a frames web site
Password protected pages – spiders cannot enter password
protected pages

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S earch engine optimis ation/cont’d
PDF files - can be problematic for spiders. Although some
search engines can index them, the pages must be
interpreted into HTML and can lose much of their content.
- place PDFs lower down in your site
Dynamic pages - spiders cannot index some content on
pages using ASP, CGI or other dynamic languages.
- Make sure important pages are HTML, no dynamical y
generated content.
Drop down menus – spiders cannot read them

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S earch engine optimis ation/cont’d
In summary…
Critical elements
- domain name, links, keywords, title, meta
description, alt tags, submitting your website to SEs
- keywords galore: include in page copy, title,
description, domain name, alt tags
No-nos
- flash, image-only sites, image maps, frames,
password protected pages, PDFS, dynamic pages,
drop-down menus

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S earch engine optimis ation/cont’d
How S EO elements affect organic lis tings
Title tag
Meta description tag (or first para of
text if no meta des has been added)
Keywords

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S earch engine marketing
What is search engine marketing (SEM)?
SEM is the act of marketing a website via search engines
by purchasing paid listings
What are paid listings?
These are listings that search engines sel to advertisers,
usually through paid placement or paid inclusion
programs. In contrast, organic listings are not sold.

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S earch engine marketing/cont’d
Paid listings:
1. Paid inclusions
- Advertising programs where pages are
guaranteed to be included in a search engine's
index in exchange for payment
- no guaranteed ranking
- payment made on a Cost Per Click (CPC)
basis
- eg Looksmart: a directory that lists pages and
sites, not based on position but based on
relevance. Advertisers pay to be included in the
directory on a CPC basis or per-url fee basis
with no guarantee of specific placement

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S earch engine marketing/cont’d
2. Paid placements
- Advertising programs where listings are
guaranteed to appear in organic listings
- the higher the fee, the higher the ranking
- eg sponsored links and Google’s Adwords
- can be purchased from a portal or a search
network
- search networks are often set up in an auction
environment where keywords and phrases are
associated with a cost-per-click (CPC) fee.
- Overture and Google are the largest networks

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S earch engine marketing/cont’d
Paid placements - Google
Paid placements

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S earch engine marketing/cont’d
Paid placements - Yahoo
Paid placements

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Other internet marketing s trategies
•
Usability driven information architecture
•
Effective copywriting (presented previously)
•
Affiliate programs
•
Email marketing and online newsletters
•
Interactive customer relationships
•
Web traffic analysis and web analytics

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Conclus ion
• If budget al ows, undertake both SEO and SEM
as SEM enables ROI tracking (leads and
conversions)
• If budget is zilch, opt for SEO
• Recommendation for UniSA:
- SEO
- SEM for campaigns and international markets

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A las t word
This is just the tip of the iceberg.
Search marketing is at its infancy and is advancing
by leaps and bounds.
So stay tuned… and stay ahead of your
competitor.

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