1. What is a Search Engine? Definition:An internet-based tool that searches an index ofdocuments for a particular term, phrase or text specified by the user.Commonly used to refer to large web-based search engines that searchthrough billions of pages on the internet. Different than a Directory Common Characteristics: Spider, Indexer, Database, Algorithm Find matching documents and display them according torelevance Frequent updates to documents searched and rankingalgorithm Strive to produce better, more relevant results thancompetitors

2. Examples popular Search Engines 3. How Do Search Engines Work? Spider crawls the web to find new documents (web pages, other documents) typically by following hyperlinks fromwebsites already in their database Search engines indexes the content (text, code) in thesedocuments by adding it to their databases and then periodicallyupdates this content Search engines search their own databases when a user entersin a search to find related documents (not searching web pagesin real-time) Search engines rank the resulting documents using analgorithm (mathematical formula) by assigning various weightsand ranking factors 4. Why is Search Engine Marketing important? 85% of all traffic on the internet is referred to by search engines 90% of all users dont look past the first 30 results (most onlyview top 10) Search engine traffic is low and websites arent indexed becausethey are generally poorly optimized Cost-effective advertising Clear and measurable ROI Operates under this assumption: More (relevant) traffic + Good Conversions Rate = More Sales/Leads 5. What is Search Engine Optimization? SEO = Search Engine Optimization Refers to the process of optimizing both the on-pageand off-page ranking factors in order to achieve highsearch engine rankings for targeted search terms. Refers to the industry that has been createdregarding using keyword searching a a means ofincreasing relevant traffic to a website 6. What is a SEO Algorithm? Top Secret! Only select employees of a search enginescompany know for certain Reverse engineering, research and experiments gives SEOs(search engine optimization professionals) a pretty good ideaof the major factors and approximate weight assignments The SEO algorithm is constantly changed, tweaked & updated Websites and documents being searched are also constantlychanging Varies by Search Engine some give more weight to on-pagefactors, some to link popularity 7. Steps to developing a good SEO strategy: Research desirable keywords and search phrases(WordTracker, Overture, Google AdWords) Identify search phrases to target (should be relevant tobusiness/market, obtainable and profitable) Clean and optimize a websites HTML code for appropriate keyworddensity, title tag optimization, internal linking structure, headings andsubheadings, etc. Help in writing copy to appeal to both search engines and actualwebsite visitors Study competitors (competing websites) and search engines Implement a quality link building campaign Add Quality content Constant monitoring of rankings for targeted search terms 8. Ranking factors On-Page Factors (Code &Content) Title tags #3 Header tags #5 ALT image tags #4 Content, Content, Content (Body text) #1 Hyperlink text #6 Keyword frequency & density #2 Off-Page Factors Link Popularity (votes for your site) adds credibility #2 Anchor text #1 9. What a Search Engine Sees View > Source (HTML code) 10. Pay Per Click PPC ads appear as sponsored listings Companies bid on price they are willing to pay perclick Typically have very good tracking tools and statistics Ability to control ad text Can set budgets and spending limits Google AdWords and Overture are the two leaders 11. PPC vs. Organic SEO Pay-Per-Click Organic SEO results in 1-2 days results take 2 weeks to 4 months easier for a novice or one little knowledge of requires ongoing learning and experience toSEOachieve results ability to turn on and off at any moment very difficult to control flow of traffic generally more costly per visitor and per generally more cost-effective, does notconversion penalize for more traffic fewer impressions and exposure SERPs are more popular than sponsored ads easier to compete in highly competitive very difficult to compete in highly competitivemarket space (but it will cost you)market space Ability to generate exposure on related sites ability to generate exposure on related(AdSense)websites and directories ability to target local markets more difficult to target local markets better for short-term and high-margin better for long-term and lower margincampaignscampaigns 12. Basic Tips & Optimization Techniques Research keywords related to yourbusiness Identify competitors, utilize benchmarkingtechniques and identify level ofcompetition Utilize descriptive title tags for each page Ensure that your text is HTML-text and notimage text Use text links when ever possible Use appropriate keywords in your contentand internal hyperlinks (dont overdo!) Obtain inbound links from relatedwebsites Monitor your search engine rankings andmore importantly your website trafficstatistics and sales/leads produced Educate yourself about search enginemarketing