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SEO + SEM Presentation
This document provides an overview of search engine optimization (SEO) and search engine marketing (SEM) strategies. It discusses fundamental steps like keyword research, content writing, and promotion. It also covers topics like self-promotion, social media, integrated campaigns, tracking results, and whether to use an in-house or agency approach. Case studies of companies that have used these strategies are also mentioned.
In this document
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Discusses the basics of SEO and SEM, the problems addressed, and team skills needed.
Covers iterative steps in campaigns, keyword research, and the importance of copywriting.
Emphasizes the role of self-promotion, social media in rankings, and audience engagement.
Describes the integration of SEO, SEM with PR, and various advertising methods.
Analyzes the differences between SEO and SEM, investment types, and outcome predictability.
Discusses result tracking, the last-click fallacy, and creating new variables for metrics.
Examines costs, benefits, and ethical considerations of using black-hat SEO methods.
Explores advantages and disadvantages of in-house, agency, and hybrid SEO models.
Presents various case studies showcasing successful SEO and SEM implementations.
Provides contact information, a recap, and links to useful SEO/SEM resources.
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SEO + SEM Presentation
- 1. Use Acquisition: SEOand SEM Byrne Hobart / byrne@byrnehobart.com / (917) 806-0159
- 2. Intro What problemsare you solving? Where are you starting? Your team? Their skills?
- 3. The Fundamentals Everycampaign has a few iterative steps: Identify keywords. Write content. Promote content. Measure results. Repeat.
- 4. Keyword Research Thebig question: what kinds of terms? The variables to look at. Managing a keyword list. Brand terms, head terms, long-tail, and template terms. The Invisible ROI.
- 5. SEO / SEMCopywriting What do you read? What do you link to? Long-term: reputation > reader's experience > search engine experience. Short term: invert these.
- 6. Self-Promotion (It's NotSo Bad...) Talk to people who will be happy to hear from you. Come up with a target list. If you're doing PR, think of it in SEO terms. (News cycles last a day, links last for years.)
- 7. Social Media It'san increasingly big factor in rankings. Also an easy way to self-promote. Always ask: who shares this, and why? Which social networks do you use?
- 8. Integrated Campaigns SEO+ SEM And... PR campaigns. Banner ads. TV, radio, print
- 9. SEO vs. SEMSEO: Upfront investment, low-cost payout. Unpredictable outcomes. Fighting Google. SEM: Constant investment, lower margins. Predictable, testable outcomes. Google's on your side (sort of...).
- 10. Tracking Results The"Last-Click" Fallacy Numbers to look at. How to create new variables to track.
- 11. Going Black-Hat Costsand benefits of link-buying. Link-selling. Brand names. Deceptive copy. Putting it in context. (Check your competitors first!) Economics of "outing."
- 12. In-House, Agency, Hybrid?Agencies: good people, bad incentives. Kinds of agencies: design/dev, pure SEO, SEO consultants, and more... In-house: a big, uncertain investment. Plus, too much focus? Hybrid model: in-house for core stuff, agencies for peripheral work.
- 13. Case Studies AirBNBOKCupid LinkedIn BuyCheapr CreditCards.com Blue Fountain Media Digital Due Diligence TaxRascal Granite Transformations
- 14. Q&A&more Byrne Hobart/ byrne@byrnehobart.com / (917) 806-0159 Some great resources: Rank Checker: http://tools.seobook.com/firefox/rank-checker/ SEOQuake: http://www.seoquake.com/ The AdWords Keyword Tool: https://adwords.google.com/o/Targeting/Explorer The SEOMoz guide to SEO: http://www.seomoz.org/beginners-guide-to-seo