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1. Introduction
2. Why search engine marketing?
3. UK search engine market share
4. What is SEO?
5. What is PPC?
6. Organic and paid results
7. Organic and paid search: the difference
8. Relationships between search engines
9. How the search engines work
10. Spiders crawling the web
11. Search engine user stats
12. The importance of ranking highly
13. Google organic click distribution
14. Principles of SEO: the basics
15. Keyword and competitor research
16. Keyword research
17. Keyword research: PPC campaign
18. Keyword research tools
19. Trend analysis tools
20. MSN keyword trend tool
21. Competitor research
22. Targeting and mapping
23. Keyword mapping
24. Content optimisation
25. Content: striking the balance
26. Where to use the keywords
27. Optimising the title tag
28. Title tag in the search engine result pages
29. The meta description tag: your free ad
30. Unethical SEO (rules of thumb)
31. Unethical SEO (what to avoid)
32. Link building and Google PageRank
33. Importance of incoming links
34. Link building: quality not quantity
35. Web analytics
36. Search engine marketing: the result
37. Thank you

Topics Covered

• Why search engine marketing
• What is SEO (search engine optimization) and PPC (pay per click) advertising
• Organic and paid results
• How search engines work
• The importance in ranking highly in the search engines result pages
• Principles of search engine optimization
• Keyword and competitor research
• Trend analysis tools
• Targeting and mapping
• Content optimization
• Optimizing the title tag
• Meta description tag
• Unethical search engine optimization
• Link building and google PageRank
• Web analytics

Links

Series:

• B2B Advertising

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on November 27, 2008
• Archived on March 17, 2022