We recently presented the Introduction to Search Marketing at the San Francisco Small Business Association. Included in the file is information about the SEM landscape, SEO & PPC best practices, local SEO and other recommendations.

1. Introduction to
Search Engine Marketing
Matt Commins
CEO
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2. Search Engine Landscape
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3. Paid Ads,
Not Organic
Organic
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4. Why Is Organic Search
Engine Optimization (SEO)
Important?
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5. There are more than
3 billion searches a
day on Google
5

6. 42.1%
11.9%
8.5%
6.1%
4.9%
4.1%
3.4%
3.0%
2.8%
<13.2%
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7. 7

8. 8

9. Potential Customers Are
Looking For You …
Can They Find You?
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10. Foundation of Search:
The Keyword
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11. Identify Your Target
Audience
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12. What Is The User’s Intent?
Hypothetical Question:
Should the SBA strive to
appear on this keyword?
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13. Keyword = Measure of
Customer’s Intent
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14. What Is The Intention of Your Audience?
Research
Looking For Particular Brand
Product Discovery
Consideration
Purchase
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15. What Is The User’s Intent?
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16. What Is The User’s Intent?
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17. Exercise:
What Are Your Customer’s
Intentions?
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18. Takeaway: Choose a
keyword your potential
customers are looking
for.
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19. Fundamentals of Search
Marketing
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20. Restaurant
Italian Restaurant
San Francisco Italian Restaurant
SOMA Italian Restaurant
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21. Takeaway: Find a balance
between broad traffic and
qualified traffic.
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22. Google Keyword Tool

23. Goal of SEO: To Increase
Qualified Traffic
Through Search Engine
Rankings
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24. So How Do I Get To The
Top?
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25. The 3 C’s of SEOs
1 Crawlability
2 Content
3 Credibility

26. Search Engines Crawl the
Web
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27. How Search Engines Work
Algorithms index them by
Search engines crawl sites
quality

28. 1 Crawlability
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29. Technical Issues Can
Block Search Engines From
Accessing And Crawling
Your Website
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30. What a User Sees

31. What a Spider Sees

32. Basic Website Crawlability Issues
• Broken links
• Improper redirects
• No on-site Sitemap
Created
• No XML Sitemap
Created
• Poor internal linking /
Orphaned pages
• Page load time
Free diagnostics:
http://www.google.com/webmasters/

33. Takeaway: Ensure search
engines can access your
website and gather
information.
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34. 2 Content
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35. Content Is “Food” For
Search Engines
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36. 36

37. Takeaway: Every page
should have keyword
theme.
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38. Home Page
About Us Page
New Content
Ideas

39. 3 Credibility
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40. Search Engines Order
Results Based on
Relevance & Authority
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41. 41

42. 42

43. Takeaway: Credibility is
king.
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44. Create
Content
Traffic Indexation
Analysis Optimize
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45. Local Search
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49. Takeaway: Optimize to the
geographic location of
your business.
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52. Yelp, OpenTable, Benu’s
website, Google Local,
etc. should all have
exactly the same details.

53. “A one-star improvement (on
Yelp) leads to a roughly 9%
increase in revenue.”
Source: Reviews, Reputation and Revenue: The Case of Yelp
2011 Michael Luca of Harvard Business School

54. Other Marketing Channels
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55. 55

56. 56

57. Key Takeaways
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58. Establish Credibility
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59. Create Exceptional
Content
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60. A Keyword Is A
Measurement Users Intent
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61. Claim Your Business
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62. Engage With Customers
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63. Why Is PPC Important?
What Can PPC accomplish?
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64. Paid Ads,
Not Organic
Organic
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65. ACCOUNT FOR 35.4 %
64.6
of clicks are from
% ORGANIC
UNPAID RESULTS
OF CLICKS
for high commercial intent
keyword searches
Source: WordStream Research,
July 2012. US Advertiser Data Only
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67. Takeaway: Paid search is
growing tremendously as a
marketing vehicle.
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68. How is a Paid Search
Strategy Different an
Than Organic Strategy?
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69. Keyword
Landing
Ad
Page

70. How Do I Get Started?
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71. http://www.google.com/ads/yolagoogle/ 71

72. 72

73. 73

74. Will Everyone See My Ads
Like in Organic Search?
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75. No:
Use Targeting Options so
Only Prospects See Ads
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76. Target PCs, Tablet
and Mobile Phone
Geo Target at
Country, State, Cit
or Zip Code
Target Different
Languages
Decided How
Fast To Spend
76
The Budget

77. Impressions – Number of people who see your PPC ad.
Click-Through rate (CTR) – Is determined by dividing the number of users
who clicked on an ad by the number of times the ad was delivered
(impressions).
Cost-per-Click (CPC) – The amount of money an advertiser pays for a
single click on its advertisement that brings one visitor to its website.
Cost-per-lead (CPL) – The amount of money an advertiser pays search
engines and other internet publishers for a lead generated on its
advertisement.
Return on Advertising Spend (ROAS) – Ratio of money gained or lost on
an investment relative to the amount of advertising money invested.
Search Engine Results Page (SERP) - The results a user sees in the
search engines after typing in a search query.

78. Takeaway: Paid search can
drive immediate sales …
but must be managed
constantly and wisely.
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79. Takeaway: SEO can drive
long term sales …
but requires investment
of time.
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80. Overall Takeaway: Confirm
your audience’s intentions
and become visible for
these intentions.
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81. Visit For Free Advice!
http://www.fishtankmedia.com/blog/
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82. Matt Commins
mcommins@fishtankmedia.com
(650) 515-5818
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83. Questions?
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