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
