e-m arketing c ourse ` hossam el din [email protected] 01068408586

E-MARKETINGCOURSE`

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

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Europe74%

Belgium90%

Austria93%

Denmark92%

Finland89%

France78%

Germany75%

UK72%

Switz.73%

Sweden86%

Spain85%

Russia31%

Norway80%

Egypt 83%

Ireland83%

Italy73%

Sources: Market share of search page views, measured by Media Metrix and NetRatings – Aug08 (except Russia – Jun 08).

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

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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.

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

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Search Phrase Nr of search results

Organic search results

Paid AdWords ads

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 (Non-linear creations)

SEM is also seen as the practice of buying paid search listings OR free listings (wikipedia.org)

SEM is a type of online marketing that encompasses both organic SEO and PPC marketing (Non-linear creations).

SEO Technical

optimisation Content Content

optimisationoptimisation 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 imagesYou can target your important keywords in your images .

SEO


COURSE ( 6 ) – SEO 5 Content Optimization

Anchor text in Link

Keyword used in text

H1,H2,H3

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UNIQUE CONTENT :

Google’s PandaGoogle’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


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 have1. 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)


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)


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 )


Site Size - Google likes big sites Site Age

SEO


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

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WHAT IS ADWORDS?

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Query

No charge unless an AdWords Sponsored Link is clicked.

ADWORDS ARE SPONSORED LINKS

ADVERTISING NETWORK5

2

Text Ads

Source: ComScore Media Metrix – Oct 08

Display Ads

GOOGLE ADWORDS IS SIMPLE AND POWERFUL How it works?

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Why it works?• Helps you reach new

audiences

• Excellent control

• Highly measurable results

• No minimum spend requirements

•Choose keywords•Set budget•Decide where ads will be displayed

People click on your ads and connect with your business

You create your ads

ADVANCED SEO

.htaccess Redirect 301 How and when you can use it ? Why it is very important ?

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ADVANCED SEO

Error Page 404 (.htaccess) Sitemap for Search Engine Sitemap for visitors

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ADVANCED SEO

Black hat Spam Google logarithmic

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GOOGLE

Google Dance Google Sand Box What you can do during Sand Box and

Google Dance period ?

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WEBSITE USABILITY

Website Page accessibility : How to make the website easy for visitors ?How to convert the visitors to customers ?

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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

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ROBOTS.TXT

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NO. OF VISITS PAGEVIEWS

AVG. TIME ON SITE % NEW VISITS

BOUNCE RATE

MAP OVERLAY

NEW VS. RETURNING

LANGUAGES

BROWSERS

SCREEN COLORSSCREEN RESOLUTIONSFLASH VERSIONSJAVA SUPPORT

TRAFFIC

REFERRING SITES

KEYWORDS

e-m arketing c ourse ` hossam el din [email protected] 01068408586

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