SEM stands for -search engine marketing.
There’s no denying the synergy between SEO and paid search marketing,
and paid search marketers would do well to take away a lesson or two
from the world of organic search engine optimization to improve their
campaigns.
1. Keywords! Keywords!
Sherlock Holmes exclaimed, "Data! Data! …I can't make bricks without
clay." And likewise, keywords are the backbone, heart and soul of all
search engine marketing, paid or organic. There’s a whole mess of
keywords work and reports done for organic search...
Best Practices for Multilanguage/Country Targeting
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Many businesses target multiple countries with their websites and need answers to questionssuch as: do you put the information for your products or services all on the same domain? Doyou obtain multiple domains? Where do you host the site(s)? It turns out that there are SEOfactors, as well as basic marketing questions, that affect the answers. There are also non-SEOfactors, such as the tax implications of what you do; for some TLDs you can get them only byhaving a local physical presence (e.g., France requires this to get a .fr domain).
Targeting...
Tying SEO to Conversion and ROI
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it is important to tie your SEO campaign to theresults it brings to the business. A fundamental piece of that is measuring the conversionsdriven by organic SEO traffic. Here are some of the most common types of conversions:
Sales/sales revenueThis is the one that everyone assumes is part of conversions. Sales and sales revenue (orbetter still, margin) conversions can be the simplest things to track, except when you areselling many different products at different price points and in different quantities. In thiscase, the process would need to...
SEO for Mindshare/Branding
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A less popular but equally powerful application of SEO is its use for branding purposes.Bloggers, social media/community websites, content producers, news outlets, and dozens ofother web publishing archetypes have found tremendous value in appearing atop search resultsand using the resulting exposure to bolster their brand recognition and authority.
The process is fairly simple, much like the goals in traditional advertising of ad repetition toenter the buyer’s consideration set. (Read about the three laws of branding at http://www.palgrave-journals.com/bm/journal/v16/n3/full/2550139a.html...
Algorithm-Based Ranking Systems: Crawling, Indexing, and Ranking
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Understanding how crawling, indexing, and ranking works is helpful to SEO practitioners, asit helps them determine what actions to take to meet their goals. This section primarily coversthe way Google, Yahoo!, and Microsoft operate, and does not necessarily apply to other searchengines that are popular, such as Baidu (China) and Naver (Korea).The search engines have several major goals and functions.
These include: • Crawling and indexing the billions of documents (pages and files) accessible on the Web ...
Elements of Link Building
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There are countless opportunities for link building. Everything starts on your site. Yoursite should make it easy and intuitive for anyone wanting to link to it. To increase yourchances of people linking to your site, you need to provide something of value.Basic ElementsThe following subsections talk about the rudimentary elements that all sites need toconsider.
Take out the guessworkTake out the guesswork for your web visitors by providing the HTML code fragment(s)for people to link to your site. Create “Link to Us” and “Tell a Friend” links....
Use Intelligent Page Formatting For Seo
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Try using smaller paragraphs with mixed-case text. Use boldface, italics, uppercase,and different text color variations for emphasis. Employ browser-safe fonts such asTimes New Roman, Georgia (serif font), Arial, Helvetica, or Verdana (sans serif font).Strategically employ bulleted lists, headings, and subheadings for clarity and informationorganization. Using these options is helpful from an SEO perspective. Furthermore,employ sufficient alignments, whitespace, and text padding for additional clarityand web page look and feel.
Be mindful of web-safe...
Video Sitemaps Seo
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Video Sitemaps are yet another extension of XML Sitemap Protocol. Video Sitemapscan be helpful if your videos show up in Google SERPs. The following fragment showsa basic video Sitemap with one example video:
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"xmlns:video="http://www.google.com/schemas/sitemap-video/1.1"><url><loc>http://mydomain.com/article23423.html</loc><video:video><video:content_loc>http://mydomain.com/videos/article23423.flv</video:content_loc></video:video></url></urlset>For...
Using Analytics As a Business Case for SEO
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You can use a properly structured plan as the business case for an SEO project. The way to dothis is to express the target results of an SEO project in terms of financial impact. You couldinclude a variety of metrics in a business case,
such as:• Revenue• Lead generation• Margin• Branding value• Reach• Other action triggers (newsletter sign-ups, contact requests, demo requests, free-trialacceptance, viewing a specific piece of content, etc.)Measuring such things requires that you tie organic search engine visits to the revenue andother conversions...
Why Measuring Success Is Essential to the SEO Process
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Although quantifying deliverables and measuring progress are important for external reportingpurposes, it is just as important for SEO practitioners to measure the efficacy of their own effortsto make timely adjustments as necessary. As you will see in this chapter, numerous tools areavailable to aid in this process.
At the beginning of any SEO project it is wise to establish baseline data points for the website.This includes the following:• Quantifying organic search traffic by search engine and keyword• Quantifying a baseline of the major keywords...