Tutorial used for clients when discussing search engine optimization, search engine marketing and local search.

1. Search Marketing Chris Sietsema August 2011

2. Quick Background

3. Agenda Organic Local Paid We’ll also touch on: Analytics Social Media Mobile Recurring Revenue for Your Agency 3

4. Our Landscape 4

5. Share of Search 5

6. How Organic Search Works 6

7. How Organic Search Works 7

8. How Organic Search Works 8

9. Old School Tactics 9

10. Some Rules Still Apply 10

11. Golden Rule Life Treat others as you would want to be treated Google Create and promote content you would want to consume, read, share, etc. 11

12. Keywords Where does one find them? “google keyword tool” Bookmark it! Analytics Clients & Their Customers See “Search Marketing PreLaunch Survey” 12

13. Keywords What qualities must they possess? Relevant Popular Not Overly Competitive See http://goo.gl/aAO7R 13

14. Keywords Where does one place them? Page Titles Once : Limit 64 Characters Meta Descriptions 1-2 Times : Limit 155 Characters Meta Keywords Repeat every word in Title and separate with commas Headlines, HTML Text & Alt Tags H1 tags if possible 14

15. Keywords Where does one implement such mystical algorithmic niblets? 15

16. Pages = Destinations 16 From One Person to Another Home Page is Most Likely Destination

17. Pages = Destinations 17 From “The Google” Every Page is a Possible Entry Point

18. Duplicate Content Who is the real JCVD? 18

19. About Panda Wall Street Journal Article “JC Penney is gaming the system” Google Responds JC Penney and others begin to fall in rankings Panda-monium Ensues Another WSJ read: http://goo.gl/cLrwC 19

20. About Panda Good News: No more writing for robots 20

21. Panda Implications Good News: Humans Rule (yay humans!) Basic Optimization Techniques Still Relevant Content Promotion is Paramount Analytics Even More So 21

22. Panda Implications Stuff That Works: Education Marketing (No, Not UOP) Teach someone something Utility Marketing (No, Not SRP) Make someone’s life easier Entertainment Marketing (No, Not PCP) Make someone laugh, cry, question, or evoke some kind of emotion 22

23. Design & SEO 23

24. Design & SEO Good Luck in Your Future Endeavors: Sites built exclusively in Flash Frames Graphic Text Excessive Java Script Black Hat SEO (white text, etc.) 24

25. Design & SEO Technical Audit Components Titles & Meta Tags Sitemaps Keyword Rich Text & Headers Links (can never get enough) Canonicalization CSS & Image Disabling (use browser plugin) External Script Robots.txt 25

26. The Role of the Link Important Google Updates in ‘05 Jagger Big Daddy Links now impact search engine positioning 26

27. Virtual Endorsements Links Are Like Votes The more you earn from relevant sources, the better you look in Google’s eyes Not all links are created equal. For example… 27

28. Virtual Endorsements Let’s say I’m applying for a job as a software developer. My References: 28

29. Competitive Link Analysis Open Site Explorer Majestic SEO Excel See http://goo.gl/QJwFc Google Other Link Opportunities http://www.soloseo.com/tools/linkSearch.html 29

30. Fun with Link Building 30

31. A New Search Engine Spider 31 Strategic Guide Researcher Social Butterfly Writer / Producer Technical Savant Data Hound Competitive Analyst Sales Person / Pitchman

32. Local Listings 32

33. Local Listings Claim with a Client-specific Email Address Provide Business Detail Assign Relevant Categories Optimize Description Like SEO Photos & Video Encourage Reviews (Glowing Ones) Add an Offer Promote with Google Boost if Necessary 33

34. Local Listings A Crucial (and annoying) Step 34

35. Local Listings 35

36. Paid Search 36 Keywords . Ads Landing Pages

37. Bare Necessities Setting Up A Campaign What is the primary objective? Specific Geography? Language Restrictions? Campaign Budget? Campaign Timeframe? What is Target Cost per Lead/Sale? Keyword Research Match Types… 37

38. tampa umbrella store 38

39. Broad Match tampa umbrella store tampa umbrella store tampa toy store windproof umbrella patio umbrella tampa bay lightning umbrella stands 39

40. Phrase Match “tampa umbrella store” tampa umbrella store tampa umbrella store directions tampa umbrella store coupons south tampa umbrella store tampa umbrella store sale 40

41. Exact Match [tampa umbrella store] tampa umbrella store 41

42. Modified Broad Match tampa +umbrella store tampa umbrella store umbrella outlet rectangular umbrellas beach umbrela site umbrellas with rainbow colors 42

43. Modified Broad Match tampa +umbrella +store tampa umbrella store clearwater umbrella store store umbrellas best umbrela stores the umbrella store 43

44. Match Types 44 Broad Match Modified +Broad +Match “Phrase Match” [Exact Match]

45. Display Network Broaden Your Reach Further 45

46. Paid Advertising Search Engine Advertising Headline: 25 characters Description Line 1: 35 characters Description Line 2: 35 characters Display URL Dynamic Keyword Inclusion {KeyWord:Your Sample Headline} 46

47. Paid Advertising Ad Testing AB Splits Multivariate (aka Taguchi) 47 Headline Headline Headline Headline Description Description Description Description Display URL Display URL Display URL Display URL

48. Landing Pages Landing Pages Rule #1 – Convey Relevance Always Rule #2 – For Every Ad Group, A Page Rule #3 – Allow for Continuous Editing Rule #4 – Test If Possible 48

49. Landing Pages Google Website Optimizer 49

50. Quality Score Keyword Relevance Landing Page Quality Landing Page Load Time Ad performance Account history Historical Clickthrough Rate 50

51. Measurement Traffic by Campaign Actions by Campaign Campaign Spend Cost per Action Cost Per Click Conversion Rate Keyword Performance 51

52. Some Helpful Tools 52 “google URL builder”

53. Paid Search 53

54. Questions What are you still dying to know about? hello@teachtofishdigital.com 480.389.5435