SES Toronto – Introduction to Search Engine Marketing Part 1
So I’m at the SES Toronto conference where I’m going to brush up on my Search Engine Strategy skills. I’m here thanks to the kind invitation of Byron Gordon of SEO-PR. The conference is packed with people, and I’m excited to hear a lot of the presentations.
I think I’m going to start at the very beginning, and pop into Introduction to Search Engine Marketing. I’m happy to note that the conference is making an effort to be green, so the papers I received were minimal, and the bag is perfect for carrying groceries. (It’s not another laptop bag!) Best of all, I found a hardcover of the book Meatball Sundae, written by marketing superstar Seth Godin.
Ok, let’s start at the very beginning, with an Intro to the basics of SES:
The Panel Description:
“Search Engine Marketing” (SEM) is a general term that encompasses the entire field of web search visibility, including paid search ads (sometimes called “PPC” for pay-per-click) and improving visibility in unpaid organic search listings (generally referred to as SEO, for “search engine optimization”). This session will provide a broad-ranging and concise survey of how search engines work, where to prioritize your time and effort, and key marketing concepts. The session is particularly useful for newcomers to the field, and first-time SES attendees.
- Search Engine Marketing: A General term that encompasses the entire field of web search visibility. It includes improving unpaid organic search listings. SEM also includes paid search advertising (called PPC for pay per click)
- Universal Google Search: Results from multiple specialized searches will appear within the main Google Web search results instead of showing up as a separate box at the top of the search results page. (So if you look up the Blue Jays, part of the search results will include videos and picture thumbnails)
Understanding the Secret of Google:
- PageRank, which is the nick name for complex stuff that’s built into the algorithm. Who you link to, and who is linking to you determines how important your page is.