E-MARKETING COURSE` Hossam El Din [email protected] www.seoera.net 01068408586 WHAT DOES YOUR WEBSITE OFFER Define a clear goal for your website ? !! TARGET MARKET CAN WE FIND ANYTHING WITHOUT SEARCH ENGINE? GOOGLE IS THE CLEAR SEARCH MARKET LEADER UK 72% Switz. 73% Europe 74% 5 Sweden 86% Belgium 90% Austria 93% Denmark 92% Spain 85% France 78% Russia 31% Ireland 83% Norway 80% Egypt 83% Italy 73% Sources: Market share of search page views, measured by Media Metrix and NetRatings – Aug08 (except Russia – Jun 08). Finland 89% Germany 75% IT'S NOT GOOD HAVING A GREAT WEBSITE THAT NO ONE CAN FIND. DISCOVER THE KEYS TO BEING FOUND ON SEARCH ENGINES. Elements of a successful online strategy. Google Analytics The first picture below shows that the bulk of traffic is coming directly to the website (e.g. users enter the address of the website in their browser directly). This website is missing out on a lot of business that could be brought by search engines. It is not search engine optimised. The second picture reveals that the majority of the traffic to the website is brought by search engines. Search engines are promoting the website for free! This is the sign of a well optimised website. 8 E-MARKETING INCLUDES VARIOUS STRATEGIES AND TECHNIQUES, SUCH AS: SEO ( Search Engine Optimization) SEM (Search Engine Marketing) Banner advertising Social Media ( Blog, forums, social websites( Facebook, twitter, Flickr….etc)) E-mail marketing Affiliate marketing Mobile Marketing Online press releases ORGANIC VS PAID SEO VERSUS SEM Search Phrase Organic search results Nr of search results Paid AdWords ads 11 ABOUT GOOGLE SEO AND SEM DEFINED SEO: “Refers to the process of “optimizing” both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms”. SEO is also optimization of a website for the free (organic) search listings SEM is also seen as the practice of buying paid search listings OR free listings SEM is a type of online marketing that encompasses both organic SEO and PPC marketing (Non-linear creations) (wikipedia.org) (Non-linear creations). SEO Technical optimisation Content optimisation Link building strategy Subscription into different directories SEO Technical optimisation Content optimisation Link building strategy Subscription into different directories MAINLY ON-PAGE ELEMENTS WERE ANALYSED TITLE tags Meta Description Anchor text in links keywords used in texts Website Pages accessibility Internal and external links H1, H2, H3… Keywords in Meta tags PageRank Alt Tags TITLE tags - 72 character OR 9 words - 1st & 2nd word is more important than other - Your site's Title MUST grab attention, create curiosity, evoke emotion to get the click. Don't just use your company's or website's name. I highly recommend that you spend the same amount of time when writing your Title as you would if you were writing a Pay Per Click (PPC) ad. Because: No clicks = No conversions SEO TOOLS - Google keywords Tool SEO TOOLS Google Trends TITLE tags Meta Description ALT TAG Alt Tag Keywords for images You can target your important keywords in your images . SEO Technical optimisation Content optimisation Link building strategy Subscription into different directories COURSE ( 6 ) – SEO 5 Content Optimization Anchor text in Link Keyword used in text H1,H2,H3 SEO & E-Marketing By Hossam El Din UNIQUE CONTENT : Google’s Panda Google’s Fresh Anchor text in links See All xxxxxxxx More Info. keywords used in texts H1, H2, H3… H1 ===> Very Very Important Keywords H2 ===> Very Important Keywords H3 ===> Important Keywords SEO Technical optimisation Content optimisation Link building strategy Subscription into different directories - Internal and external links Internal Links : - Internal and external links external Links : Page Rank B > C > E > F & D > A > ANOTHER BACK LINKS Site A and Site B. The 2 site is fighting about the ranking for the same keyword. BACK LINKS So to decide which one will get the highest ranking Google will look at the links to the two sites. Here site A get a link from site C – while site B doesn't get any links. You can say C is giving some juice to site A. So site A will do best in the Google ranking. BACK LINKS Now both site A and site B get a link from site C. Their are sharing the juice. So they will rank on the same level. So to decide which one will get the highest rank Google will have to look at other normally not so important things BACK LINKS Now site A get another link from site D and site B get a link from E. So now Google has to decide – which one the two new sites are most important site D or site E. Who has most juice to give. BACKLINKS WWW.PRCHECKER.INFO IMPORTANT WEBSITES www.dmoz.org http://dir.yahoo.com/ Google Maps www.wikipedia.org/ www.digg.com www.youtube.com www.flickr.com FOLLOW VS NOFOLLOW Getting only dofollow links would look unnatural and that might cause alarms. We all want out links to look natural for the search engines. Getting a high Page Rank nofollow links is always good. If not in Google then in the other search engines Remember all links can brings traffic VALUABLE TOOLS & SEARCH QUERIES FOR LINK BUILDING understanding of the links they already have 1. Google Webmaster Tools VALUABLE TOOLS & SEARCH QUERIES FOR LINK BUILDING http://www.opensiteexplorer.org http://www.woorank.com POSITIVE ON-PAGE SEO GOOGLE RANKING FACTORS keyword selection, try Google Ad Words - Google Trends Keyword in URL Keyword in Domain name Keyword in Title tag Keyword in Description meta tag Keyword in Keyword metatag keyword density (1 - 6% - (each keyword/ total words) POSITIVE ON-PAGE SEO GOOGLE RANKING FACTORS Keyword in H1, H2 and H3 Keyword font size ("Strong is treated the same as bold, italic is treated the same as emphasis" . . . Matt Cutts July 2006 ) Keyword prominence (how early in page/tag) (Can be important at top of page, in bold, in large font ) Keyword in alt text Keyword in links to site pages (anchor text) POSITIVE ON-PAGE SEO GOOGLE RANKING FACTORS All Internal links valid? All External links valid? File Size (Try not to exceed 100K page size, Smaller files are preferred <40K ) Frequency of Updates (Frequent updates = frequent spidering = newer cache ) keyword stemming ( Stem, stems, stemmed, stemmer, stemming, stemmist, stemification ) URL length (less than 100 is good, less is even better ) POSITIVE ON-PAGE SEO GOOGLE RANKING FACTORS Site Size - Google likes big sites Site Age SEO Technical optimisation Content optimisation Link building strategy Subscription into different directories NEGATIVE OFF-PAGE SEO GOOGLE RANKING FACTORS Traffic Buying Google hates link-buying, because it corrupts their PR model in the worst way possible. 1. Does your page have links it really doesn't merit? 2. Did you get tons of links in a short time period? 3. Do you have links from high-PR, unrelated sites? Zero links to you Links from bad websites E-MARKETING INCLUDES VARIOUS STRATEGIES AND TECHNIQUES, SUCH AS: SEO ( Search Engine Optimization) SEM (Search Engine Marketing) Banner advertising Social Media ( Blog, forums, social websites( Facebook, twitter, Flickr….etc)) E-mail marketing Affiliate marketing Mobile Marketing Online press releases WHAT IS ADWORDS? 49 ADWORDS ARE SPONSORED LINKS Query No charge unless an AdWords Sponsored Link is clicked. 51 ADVERTISING NETWORK Text Ads 52 Display Ads Source: ComScore Media Metrix – Oct 08 GOOGLE ADWORDS IS SIMPLE AND POWERFUL How it works? •Choose keywords •Set budget •Decide where ads will be displayed Why it works? • Helps you reach new audiences • Excellent control • Highly measurable results • No minimum spend requirements 53 You create your ads People click on your ads and connect with your business ADVANCED SEO .htaccess Redirect 301 How and when you can use it ? Why it is very important ? SEO & E-Marketing By Hossam El Din ADVANCED SEO Error Page 404 (.htaccess) Sitemap for Search Engine Sitemap for visitors SEO & E-Marketing By Hossam El Din ADVANCED SEO Black hat Spam Google logarithmic SEO & E-Marketing By Hossam El Din GOOGLE Google Dance Google Sand Box What you can do during Sand Box and Google Dance period ? SEO & E-Marketing By Hossam El Din WEBSITE USABILITY Website Page accessibility : How to make the website easy for visitors ? How to convert the visitors to customers ? SEO & E-Marketing By Hossam El Din WEBSITE USABILITY CLICKDENSITY.COM HEAT MAP E-MARKETING Free Ads Banner Advertising Press Releases How to select the best websites to put your ads in it (Free and Paid Ads) SEO & E-Marketing By Hossam El Din ROBOTS.TXT SEO & E-Marketing By Hossam El Din NO. OF VISITS PAGEVIEWS AVG. TIME ON SITE % NEW VISITS BOUNCE RATE MAP OVERLAY NEW VS. RETURNING LANGUAGES BROWSERS SCREEN COLORS SCREEN RESOLUTIONS FLASH VERSIONS JAVA SUPPORT TRAFFIC REFERRING SITES KEYWORDS TOP CONTENT GOALS WWW.SEOCHAT.COM WWW.ALEXA.COM SOCIAL MEDIA, SEM & WEB 2.0 TWITTER SEO & E-Marketing By Hossam El Din FACEBOOK BLOGS VIDEOS SEO PHOTOS SEO STUDY YOUR COMPETITORS SITE SPEED – LOADING TIME SEO PLAN How to start with any website ? How to use your SEO knowledge with any website ? How to make SEO plan ? How to reach you goals ? SEO & E-Marketing By Hossam El Din Thank You Hossam El Din [email protected] www.seoera.net 01068408586
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