Fuzion Seminar Search Engine Marketing
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This presentation - originally given at the Fuzion Marketing Seminar in Windsor, CT - discusses the basic elements of a well run Internet marketing plan. Site-Seeker, Inc. - a six year old Internet marketing firm, gives some insight on successful techniques and practices for seo, ppc, social media, and website analytics.
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Fuzion Seminar Search Engine Marketing
- 1. Search Engine Marketing Kathy Hokunson Dan Salamone Regional Sales Manager, Marcom Coordinator, Site-Seeker, Inc. Site-Seeker, Inc.
- 2. What is Search Engine Marketing (SEM): PPC, SEO & Social Media?
- 3. Search Engine Marketing (SEM) Is a form of internet marketing seeking to promote websites by seeking to improve their visibility in search engine results pages (SERP’s). • In 2006 North American advertisers spent 9.4 billion on SEM, a 62% increase of the prior year and a 750% increase over 2002.
- 4. Pay-Per-Click An Internet advertising strategy used on search engines, advertising networks, and content websites, such as blogs, where advertisers bid on keywords to achieve ad placement.
- 5. Search Engine Optimization (SEO) The process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results.
- 6. Social Media Social media is content created by people using highly accessible and scalable publishing technologies.
- 13. Pay-Per-Click PPC
- 15. Basic PPC Structure Ad Group • Ad 1 Account Campaign • Ad 2 • Ad 3
- 17. Search Engine Optimization SEO
- 18. Let’s define SEO a little more . . . Search Engine Optimization or SEO is a multi – phase process. To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion. PHASE 1: Website Structure – Navigation, Organization of Code and Link Structure, xml sitemap, robots.txt, Tags: Title, Header, Keyword, Description, Alt Img Content – Keyword Research, Content Rewrite (keyword density etc) Analytics – install or verify GA, establish conversion funnels PHASE 2: Inbound Linking - Research and develop inbound links Create Authority - Create Content Pages for Social Media, Micro sites, 301 redirects for alternate domains, vertical search Ongoing – SEO Efforts are fluid and ongoing process, touching and addressing all items listed above as well. Also addressing website performance, strengths and weaknesses as indentified in GA reporting. SEO is NOT a one time service. SEO is an ongoing process that requires the provider to monitor for cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success.
- 20. Keyword Research – Step 1 • What products or services do you want to be found for? • How do your prospects and clients refer to those product or services? • What are the key phrases that make that prospect a qualified buyer – think longer phrases that are more precise
- 21. Competitive Research – Step 2 • Who are your competitors • What keywords are they using • What keywords are they being found for • Where do they get their inbound links from
- 22. Establish baseline & benchmarks – Step 3 • What keywords do you want to measure your position for • What do you want to measure for effectiveness – RFQ’s, Phone calls, Increased traffic, position • Establish Conversion Funnels and measure what is important to you.
- 23. Defining & Measuring Success Metrics: Google Analytics, establish baseline for overall traffic and report against it.
- 24. Defining & Measuring Success Metrics: Google Analytics, monitor and measure effectiveness of important pages.
- 25. Defining & Measuring Success Defining & Measuring Success Metrics: Google Analytics, monitor and measure effectiveness of important keywords.
- 26. Top 10 Search Terms 6/05‐5/06 (before) 6/07‐5/08 6/08‐5/09 Bounce Unique Bounce Unique Bounce Keyword Visits Rate Keyword Visits Rate Keyword Visits Rate spur gears 612 46.9% spur gears 1,381 36.57% spur gears 2,048 42.43% gear small gears 219 50.2% spur gear 1,019 40.92% manufacturer 1,952 42.52% gear grinding 206 31.1% helical gears 752 37.50% worm gear 1,755 70.26% spur gear 189 45% helical gear 617 44.25% bevel gears 1,392 61.93% worm gears 183 58.5% custom gear 576 93.23% bevel gear 1,129 67.23% helical gears 173 44.5% gear design 432 53.01% spur gear 1,049 41.66% gears 170 45.9% nixon gear 407 23.59% custom gears 834 59.95% nixon gear 154 33.8% gear cutting 376 53.19% worm gears 798 67.29% gear gear cutting 134 46.3% manufacturer 370 45.41% helical gear 770 47.79% metric spur gears 104 52.9% custom gears 315 52.70% gear cutter 637 70.64% “Gear Manufacturer” and “Spur Gears” are now your largest search term.
- 27. Social Media Why is it important to SEO?
- 28. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
- 29. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
- 30. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
- 31. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
- 32. 13 hours : The amount of video uploaded to YouTube every minute 412.3 years: The amount of >me it would take to watch every video on YouTube 100,000,000: The amount YouTube videos watched every day 1382%: The monthly growth rate of twiAer users January – February 2009 3,000,000: The average number of tweets on twiAer.com every day 5,000,000,000: The number of mins. spent on facebook every day
- 33. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Establishing Credibility with Social Media Create Accounts (Name Claim) Grow Lead Networks Discussion Become the Participate Expert in Create Discussion Content Distribute Content
- 34. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. How to Distribute Your Blog Email Campaign Other (links)… Twitter Blog Posts Social Bookmarking Facebook Sites Other Blogs LinkedIn
- 37. We asked a quesGon . . . . We got an answer . . .
- 38. We wanted people to know . . . And it worked ! TRAFFIC: 195 Clicks
Editor's Notes
- So far we have covered traditional marketing methods, some social media and what are the key components of an effective website and what can happen when a well designed website engages your prospects. Now let’s talk about how we are going to drive traffic to your webstie.
- Traditional advertising strategies included advertising in industry relevant trade journals, customer promotional campaigns, Tradeshows, PR – pushing our success stories into the market place. It was all about Push. Now there is a shift in the buying cycle. Prospects and Clients now have more control of the sales cycle. They don’t engage you in the process until they have done their research and by the time they call you they are more educated and know about your company. This was clearly illustrated earlier in the segment on websites & ROI
- Currently our use of the internet far out strips what businesses are spending in that arena. That gap is significant. Our prospects and clients are on line 41% of their time yet businesses are only spending 6% if their marketing dollars online. A lot of opportunity exists for those businesses that engage now.
- While earlier I mentioned that our prospects and clients have more control of the buying process or buying cycle, as businesses we now have the ability to drop our websites right in their lap at the moment they search for what we sell or the M O R – moment of relevance
- Lift in online conversions for most of you in the audience is request for information, request for quote or phone calls driven by information on your website.
- Okay so here’s the thing – no matter where you spend your marketing dollars you need to understand and know its effectiveness. Measurable, ROI and flexibility – these are the key components of why paid search can be a very effective marketing vehicle.
- We talk a lot about Google, why??? Google is the man. They set the standard for search. Currently the process 70% of all searches worldwide – 78% of all B2B searches. And why do they have so much market share because of the results they deliver for the their organic search. They are relevant to what we asked for.
- Here is a typical Search Engine Results Page or SERP, Highlighted in red or the PPC or Sponsored listings
- Okay so we have created our account, our campaigns, our ad groups and our ads – no how do we get to the top?? Again for google it is all about relevance. Google has applied relevance to its sponsored listings as well. Now adword campaigns have a quality score. Your quality score is based on how well the ad is written, how relevant and specific the landing page is and how many negative words have been employed. For example if you are a pump manufacturer and your pumps go in manufacturing facilities you want to be found for rotary displacement pumps or centrifugal pumps but you don’t want to be found for well pumps or fuel pumps to for you negative words would be fuel and well.
- By a show of hands how many of you here believe that SEO is a one-time“Thing” that you do to your site?
- A well balanced and full optimized program can saturate an SERP with your company’s information.