Search+Marketing


 * Search Marketing**

**White Hat SEO**

 * What is a White Hat SEO**
 * “Organic” Search engine listings
 * Gains position on search engine by using established, ethical means, without”gaming” the system
 * Never finished. Algorithms constantly change, so white hat SEO must constantly be updated.

Paid Search  Pros: Catches potential customers searching for content similar to yours Scalable, customizable, and quickly changeable Potentially highly efficient ROI 
 * Definition: ethical optimization of search engines, mainly utilizing keywords, links, sitemaps and overall content to increase organic search rankings. 
 * [|How search engines work:]
 * White Hat Techniques
 * Keywords
 * Title Tag 
 * One of the most important aspects of keyword search
 * Appears as the headline across your browser and as the headline in search results
 * Your most important target word should appear first in the title tag
 * Meta Tags 
 * These keywords are added in the header of your html text
 * Non-visible on the webpage
 * Not likely to severely increase search rankings
 * Image Alt Text
 * Anchor tag text, inbound and outbound
 * The URL
 * The Content
 * Links 
 * It is good to have links in other places on the web. By having links to your website through blogs, social networks, or other websites, users are able to access your site in other places. Spiders will also recognize this and the websites ranking will improve.
 * Sometimes influencers are paid by companies to mention them in their blogs to help improve publicity ass well as organic search ranking.
 * Content
 * Sitemap
 * [|Webmaster Tips]
 * [|More]
 * Black Hat SEO
 * Definition: unethical alteration of code, keyword use, or layout to increase search rankings. 
 * __Keyword Stuffing__ - Packing long lists of keywords and nothing else into you site will get you penalized by search engines. 
 * __Invisible Text__ - Putting lists of keywords in white text on a white background so that others cannot see it and you can use the words in key search terms. 
 * __Doorway Pages__ - A "fake" page that users will never see. It also attempts to direct you to another page that has nothing to do with what you were searching for. 
 * Green Hat SEO

Cons: like all ads, seen as intrusive and /or a nuisance  Must be constantly optimized 


 * Process
 * Select Search Networks 
 * Google, Yahoo, Bing
 * Topical, Specialty search networks
 * Select Keywords 
 * Relevant, Popular, efficient, winnable, affordable
 * Write Ad Copy 
 * Make it relevant to searcher
 * Customize it to keywords
 * Separate it from contextual network ads
 * make it unique, motivational, purposeful
 * Ideally, link it to a unique page, rather than a home page
 * Cast your net 
 * Choose contextual network, search site, or both
 * Choose locations
 * Local, nationwide, global
 * Monitor, Tweak, Optimize <Eric M>
 * Find keywords that are performing best
 * Monitor which keywords are delivering acquisitions
 * Adjust CPC to optimize best performing keywords
 * Monitor competitor’s actions
 * Search Marketing Tips
 * Use Keywords in ad text
 * Keep ad group keyword list short
 * Avoid bidding wars
 * Set higher bids on extact matches
 * Use negetive Keywords
 * Free
 * Cheap
 * Discount
 * Separate Search and content compaigns
 * Test multiple version of ad.