a brief introduction to search engine marketing

1. Seamus Morley Introduction to Search Engine Marketing seamus@find50-marketing.co.uk

2. The web today…… 10 Billion+ web pages Now everyone has web pages You have to market them Search Engine Marketing (SEM)

3. Organic/ sponsored Note: 85% only use top5/7 results

4. How will they find you ? Searching – using key words/phrases VERY different from broadcast and print – it is not an `interrupt` medium

6. Users can find relevant content

7. `Content is king`High PR=backlinks from high ranking, authority sites.

9. More credible (Editorial)

10. Better Quality response

11. Longer lasting

12. StrategicBUT….SEM is not an exact science – the rules are not published and they change.

13. Ad 1 Keywords: Ribbon walk Cancer walk pink ribbon charity walks Ad 2 Landing Page Top 9 words produced 77% clicks

14. Google AdWords… shown when your keywords are entered Key success factors: Relevance (keyword, page content) Click Thru Rate (CTR) Cost Per Click (CPC) Landing Page: Title/Headings h1,h2/Alt Tags Keyword(s) to appear multiple times in text Clear ACTION for page visitors

15. Good; backlink via image to the event page (not bcc home page !) Better: backlink via anchor text –your top keyword Best: backlinks via multiple keywords as anchor text

16. Search Engine Optimisation (SEO) Content attractive & relevant/ lots of keywords - naturally… Sponsors/Partners: get backlinks Regular page updates/Press Releases/Blogging Linkbait e.g. risk calculator, articles, info Links from Highly Ranked, Authority Sites Organic – building for the long term

18. Chose key phrases

20. associate/partner sites

22. GA data for `Ribbon Walk` pages only ie `profile` Effect of other marketing activity Bounce Rate: why are so many leaving so quickly ? Where is the `best` traffic coming from ?

23. What now……1 Segment/ Create `connection` map Google Analytics – `actionable insight` Plan for success: Organisation success measures ? Can you deliver ? Allow enough time

24. What now……2 SEM Review First 5 to register will get a free 2/3 hour on-site review of their SEM plans/performanc Email: review@find50-marketing.co.uk

25. What now……3 Roundtable Peer group review of SEM plans Teach/Learn/Support Monthly 1 hr meeting Email: roundtable@find50-marketing.co.uk

26. Thanks: To Bertie and the New Media team at Breast Cancer Care, London. Comments,suggestions welcome…….. seamus@find50-marketing.co.uk