Quick working definitions and "about" entries to get you up to start.
Search Engine Optimization
Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords.
Usually, the earlier a site is presented in the Search Engine Results Pages (SERPS) or the higher it "ranks", the more searchers will visit that site. SEO can also target different kinds of searches, including image search, local search, and industry-specific vertical search engines.
Search Engine Marketing
For Search Engine People, this service primarily refers to the management of Pay Per Click (PPC) campaigns in major search engines (Google, Yahoo, MSN).
The term "Search Engine Marketing" covers the spectrum of activities involved including: managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals.
Pay Per Click
Pay per click (PPC) is an Internet advertising model used on search engines.
With search engines, advertisers typically bid on keyword phrases relevant to their target market. When a user types a keyword query matching an advertiser's keyword list, or views a webpage with relevant content, the advertisements may be displayed. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above the "natural" or organic results on search engine results pages, or anywhere a webmaster or blogger chooses on a content page.
Content websites commonly charge a fixed price for a click rather than use a bidding mechanism.
Although many PPC providers exist, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the largest network operators as of 2007. Minimum prices per click, often referred to as costs per click (CPC), vary depending on the search engine and the level of competition for a particular phrase or keyword list—with some CPCs as low as US$0.01. Very popular search terms can cost much more on popular search engines.
Social Media Marketing
Social media is the use of electronic and Internet tools for the purpose of sharing and discussing information and experiences with other people. The term most often refers to activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning among communities, as people share their stories and experiences.
Search Engine People has turned this concept into a marketing channel by "pushing" valuable content out through Social Media networks (such as Sphinn, Stumble Upon, Digg, Hugg, etc.) in order to drive traffic to client sites. This not only serves to build brand awareness, but also often drives natural link development (which contributes to overall SEO goals).
Reputation Management is the process of tracking a company’s actions, and/or other people’s opinions about an organization, and then reacting to such significant findings in the most appropriate manner to minimize the negative impact on the client organization. Online or Search Engine Reputation Management (ORM or SERM) is the process of preventing or removing such issues from the search results of major search engines.
Search Engine People Inc. has taken Search Engine Reputation Management to the next level by introducing a concept called Pre-emptive Reputation Management, which attempts to prevent such reputation management fiascos from ranking for important terms. While preventing reputation management issues is always the ideal solution, Pre-emptive Reputation Management solutions often aide in defending against unreasonable or unwarranted attacks.
Web usability is an approach to make web sites easy to use for an end-user, without requiring her (or him) to undergo any specialized training. The user should be able to intuitively relate the actions he needs to perform on the web page, with other interactions he sees in the general domain of life e.g. press of a button leads to some action.
The central goals to usability exercises are to improve site conversion rates by helping users easily navigate their way through a site to find information they are seeking.
Most usability reviews will focus on the following elements:
- Present the information to the user in a clear and concise way.
- To give the correct choices to the users, in a very obvious way.
- To remove any ambiguity regarding the consequences of an action e.g. clicking on delete/remove/purchase.
- Put the most important thing in the right place on a web page or a web application.
Authority building is the practice of helping companies establish themselves as ‘authorities’ for given topics or industries by creating ‘authoritative’ content.
The benefits of being viewed and perceived as an authority are numerous including (a) more direct sales and leads (b) more opportunities for free promotion and (c) improved rankings in the search results. In fact, Authority Building is often viewed as the next stage of evolution beyond SEO.
Search Engine People is a leader in the field of Authority Building, and is widely recognized as one of the founders of the concept.
Google Analytics Services
Google Analytics is backend software that helps you find out what keywords attract your most desirable prospects, what advertising copy pulled the most responses, and what landing pages and content make the most money for you.
Campaign tracking variables are identifiers which you attach to the hyperlinks leading to your website. They enable you to uniquely identify all of your hyperlinks, and view reports on the activity on your website generated by those links.
For example, if you include links to your website in an email newsletter, you can attach variables at the end of each link. When a user clicks on a link, your reports will show you on which link he clicked, as well as which newsletter contained that link.
In an effort to tackle search marketing goals more aggressively, traditional marketers and C-level decision makers are being forced to develop a more concrete understanding of online marketing. As corporations look for higher levels of accountability in their marketing spends, the online space continues to thrive and emerge as a more flexible and responsive form of marketing for all companies, despite size or vertical. To support companies/associations in their goals to harness the power of their web properties, Search Engine People's CEO, Jeff Quipp delivers live speaking engagements that offer actionable steps for improving organic position and building online authority.
Jeff is president and CEO of Search Engine People Inc., one of Canada’s leading search/social marketing companies. With more than eight years’ experience in the search space, Jeff is is an online marketing strategist and a pioneer in the field. He is a visionary in the SEO/SEM/SMM field and was among the first to foresee the potential of search engines as an integral component of the marketing mix. Jeff has an MBA from Wilfrid Laurier University, and a B.A. in economics.
Jeff is a regular speaker at many industry conferences including Search Engine Strategies (SES) conferences, Association of Internet Marketers (AIMs) events, and newer mini-conferences such as ScarySEO.