1. Search Engine Marketing Shelly Brown Director of Web Services Southwest Baptist University

2. Just the facts, Ma’am. Approximately 4 billion web sites on www 300 million people online across the world and 150 million in North American homes. Majority of users rely on search engines to find related websites Only 7-10 percent of users look past the first three pages of search results. *Statistics from Nielson’s Net Rating Service

3. Marketing your site through search engines “organic” traffic –via Search Engine Optimization paid advertising

5. Types of search engines Web crawlers –Google Metacrawlers –Dogpile Directories –Yahoo Directory

6. Top Search Engines 1.Google 44.85% 2.Yahoo Search 32.02 3.MSN Search 25.18 4.AOL Search 17.00 5.Ask Jeeves 7.80 6.Information.com 7.69 7.Overture 3.83 8.Netscape Search 3.06 9.InfoSpace Web Search 2.86 10.Microsoft Search 2.86 *According to Nielsen/NetRatings 12/04

7. The Goal Reach our target market –High page rank 1-10 scale, 6 = very common (SBU) 7-8 range is good (CNN) MSN = 9 Google = 10 –On the first page of results –Within “golden triangle” on search results page

8. The Golden Triangle The joint study conducted by search marketing firms Enquiro and Did-it and eye tracking firm Eyetools examined the eye movements of users viewing Google search result pages.

9. The Golden Triangle

11. How does Google work? Mechanized search engine that uses robots to crawl the web PageRank measures importance of web pages based on votes Hypertext-Matching analysis

12. Getting listed on Google Organic traffic –Search Engine Optimization Sponsored links Submit URL –http://www.google.com/addurl/?continue=/addurlhttp://www.google.com/addurl/?continue=/addurl University Search –What’s the secret?

13. 1. Titles –Your pages should be titled from specific to general. For example: Women’s Tennis Team at Southwest Baptist University Top Ten Strategies for Optimization

14. 2. Inbound Links –Links to your site from other high-ranked Web sites will increase your “vote” as an important page, thus improving your ranking. –This is the single biggest factor for determining which sites appear on Google –Not sure who is linked to your site? In Google’s search box type “link:” followed by your URL. For example, link:www.sbuniv.edu. Top Ten Strategies for Optimization

15. 3. Limit dynamically generated pages –Google limits the number of dynamic pages they index. Their web crawler can sometimes crash sites with dynamic content. Top Ten Strategies for Optimization

16. 4. Visit competitor’s Web sites with high rankings. –What are they doing to achieve a high page rank? Top Ten Strategies for Optimization

17. 5. Avoid Frames –Frames do not fit the normal format of the web: Each URL corresponds to one page. Top Ten Strategies for Optimization

18. 6. Internal Link Structure –Internal link structure should provide a path to every page. Top Ten Strategies for Optimization

19. 7. Don’t try to spam Google’s web crawlers –Could result in your Web site being permanently removed from Google’s index. Top Ten Strategies for Optimization

20. 8. Focus on target keywords –Concentrate on improving your search engine results based on what keywords your audience might use: Keyword=Baptist University Results=#9 on search results list Keyword=Christian College Results=Not within the first 30 pages Top Ten Strategies for Optimization

24. 9. Install Google’s free Toolbar –The Google Toolbar will display the page rank of each page you visit, including your own. –http://toolbar.google.com/http://toolbar.google.com/

25. 10. Meta Tags – Top Ten Strategies for Optimization

26. Useful Links Hard copy of presentation: http://www.sbuniv.edu/SEMarketing.ppt http://www.sbuniv.edu/SEMarketing.ppt Google Webmaster Info: http://www.google.com/webmasters/ http://www.google.com/webmasters/ Search Engine Watch http://www.searchenginewatch.com/ http://www.searchenginewatch.com/ My email: slbrown@sbuniv.edu