An update on search engine marketing and organic search, particularly changes in the Google Algorithm and how to get found online.

1. CHAPTER
8 SEARCH MARKETING:
SEO AND PPC:
UPDATED 8/2016

2. Search Usage Dependence
Grows at Breakneck Speed
WHY DOES SEARCH
HAVE SUCH AN IMPACT?
More than half of the users
online any given day use
search!

3. EVERYONE USES SEARCH
• 92 percent of U.S. Internet users have used
search engines.
• 93 percent of B2B purchase start with search.
• 81 percent of retail purchases begin with an
online search.
• 48 percent of mobile searches start on search
engines, 33 percent on branded websites and
26 percent on branded apps.
http://www.internetlivestats.com/
google-search-statistics/

4. WHO SEARCHES?
• Although 96 percent of the youngest adult
Internet users (ages 18 to 29) used search
engines, 87 percent of the oldest users (65 + ) also
still use search engines to find information online.
• There are no significant differences by gender or
race/ethnicity in terms of those who say they
used search “yesterday.”
• Those with higher incomes and who have
attended college are, however, slightly more
likely to use search engines to find information
online
4

5. ADVANTAGES OF SEARCH
•Used by Most Consumers and B2B
Customers
•Organic Search is ‘Free’
•People are Looking for Your
Product/Service
5

6. MARKETERS ALSO USE SEARCH FOR EVERYTHING
Branding
Online
sales
Lead
Generation
Drive
Traffic
Provide
Content

7. SEARCH IS GOING TO BE 40
BILLION DOLLAR INDUSTRY
• Growth rate has been explosive
• Job growth follows

8. VALUE OF SEARCH MARKET RISING
8

9. TYPES OF SEARCH
• Directory Listings
• Search Engine Marketing (SEM)
• Search Engine Optimization (SEO), also
known as Natural or Organic Search
• Pay-per-click (PPC), also known as Paid
Search
9

10. WHAT’S THE DIFFERENCE?
• SEO
• SEM
• PPC
10

11. EACH TYPE OF SEM HAS ITS ROLE
11

12. KEY TERMS FOR ORGANIC SEARCH
• Keywords– Words or phrases selected
when making a search (can also be used in
other contexts)
• Meta name– Also known as meta tag or
meta element and is in the header portion
of a site’s HTML code
• Algorithm –Displays the search engine’s
‘best guess’ as to which pages are most
relevant
• Title Tag–Title in blue bar at top of web
page; important for SEO Rankings
12

13. WHAT DOES A PAGE RANK
INDICATE?
A. How important a page is on the web
B. How important a search rankings are on the web
C. How important a search term is on the web

14. HOW SEARCH WORKS
14
Query– User-Initiated search term
Index Server– Stores information previously categorized
Spiders– Or ‘robots’ are programs ‘crawl’ the web and follow every
link or piece of data they see and bring back to index server
SERP– Search Engine Results Page

15. WHAT SPIDERS SEE
15
Spidered Text :
ESPN: The Worldwide Leader In Sports EDITIONS: USA DEPORTES More Asia Australia Brazil United Kingdom CITIES: BOSTON CHICAGO DALLAS LOS
ANGELES NEW YORK ESPN Tablet Version LIVE NOW:ESPN SportsCenter LIVE TODAY:ESPN3, ESPN2 Louisville-UNC, Noon ET LIVE TODAY:ESPN3, ESPN
Minnesota at Purdue, Noon ET LIVE TODAY:ESPN3 Euro 2012 Qualifier, 1:30 p.m. ET Shop MLBNCAAFWNBAGOLFNHLSoccerNFLmyScores All Scores » Your
Web Browser is no longer supportedTo experience everything that ESPN.com has to offer, we recommend that you upgrade to a newer version of your web browser.
Click the upgrade button to the right or learn more.UpgradeFAQs TOP STORIES SPORTSCENTER VIDEOS Masterpiece Theatre Game 5's pitching matchup was
special (on paper). Friday night, Chris Carpenter and Roy Halladay delivered a 1-0 classic, as Carpenter and the Cards reached the NLCS. Jayson Stark »Recap »
Drew Hallowell/Getty Images Cards In NLCS Classic in Philly The High Life Brewers in NLCS GameDay Preview Rivals in Dallas Lynx Win Title Sweep Dream NFL
Final Word Week 5 preview MyESPN NFL MLB NBA NHL NCAA FB NCAA BB NASCAR SOCCER GOLF TENNIS BOXING MMA MORE SPORTS INSIDER SN
RADIO& MORE PAGE 2& COMMENTARY FANTASY& GAMES WATCH HEADLINES MY HEADLINES SHARES Carpenter pitches Cards into NLCS | Classic
Morgan, Brewers reach NLCS | 'Tony Clutch' Sources: NBA-union meeting not happening No. 5 Boise St. dominates in win over Fresno Report: Big East talking
expansion | Big Ten set Gore: Eagles threw in towel as Niners rallied Wilson-Verlander set for Game 1 ALCS duel NCAA suspends Buckeyes' Posey 5 more games
Tiger close to Frys.com cut line | More work Lynx win first WNBA title | Long time coming Harris: CFB upset picks | Sim every game MORE NEWS Headlines | Calendar
| Most Sent | Wire | Videos BILL SIMMONS PRESENTS Simmons' Week 5 Picks Laying down all the odds. Story » On Closer Examination How the Saints create
space & havoc » Order now: Grantland Quarterly » RICK REILLY Andrew Luck Sweepstakes The NFL's biggest loser will be a winner come the 2012 draft. Column »
'The Herd:' Tanking to get Luck LANCE ARMSTRONG The seven-time Tour winner will never forget his exceptional friend Steve Jobs. Column » Oklahoma-Texas
Rivalry belongs to UT » Sooners' stingy D » NFL Insider Sneaky FFL pickups » Kiper: Buying Cincy » Jason Grey Texas depth reigns »Cameron: Tiger flip » All Insider
content » GOLF Tiger said he needed more reps. He'll get 36 more holes at the Frys.com Open. Bob Harig » Tiger Makes Cut UFC 136 Red Ink Preview Edgar vs.
Maynard » UFC 136 Picks Experts' » Pros' » Five Rounds Challengers' roles » Hot Button Best chance at upset? » UFC 136 » VIDEO: HAVE YOU SEEN...? The Body
Issue We take you inside ESPN The Magazine's photo shoot for the annual Body Issue. See more » Behind The 'Stache Brewers closer John Axford talks to Amy K.
Nelson about his unique journey to the majors. More Videos » FANTASY FOOTBALL Week 5 Rankings QB » RB » WR » Flex The Hard Count Jets vs. Pats' Welker »
Fantasy Focus Previews and injuries » Football Outsiders The best matchups Pigskin Pick 'Em » THE LIFE The "Baseball Tonight" theme song showdown finale is
here. It's Zakk Wylde vs. Grace Potter & The Nocturnals. Listen and vote ALCS: TIGERS vs. RANGERS Kurkjian: Five questions about Tigers-Rangers » Durrett: What
to watch for » ESPN Dallas » SportsNation: Who wins the series? » ALCS » MUST SEE Carlisle: U.S. eager to give Klinsmann first win Blount: Bowyer now a fan of
new boss Waltrip Rugby WC: Wales tops Irish | England-France Men's hoops: Rating nonconference schedules Page 2: Read next week's NFL headlines today
#NBARank: Nos. 36-40 | 5-on-5: The debate Gallo: Is it impolite to revel in Yankees' demise? Rafael: Bad year turns better, busy for Bradley Tennis: Not so easy being
Djokovic and Nadal The Mag: Shotgun formation in NFL essential More Stories » ESPN FEEDBACK Poynter Review Project | Comment | Corrections SportsNation
More Polls » Watch and participate with "SportsNation" TV, weekdays on ESPN2 at 5 p.m. ET. SPORTSNATION ASKS ... Do you blame A-Rod for the Yankees' ALDS
loss? What do you think of Gore's comments about the Eagles? Vote! » Check out SN on Facebook! » LEND A HELPING (FANTASY) HAND ESPN.com fantasy
football players have some questions about their Week 5 lineups and some possible trade proposals. Help them out? Vote! » Vote: NFL Week 5 Pick 'Em » MORE
SPORTS Racing Golf Tennis Boxing MMA Recruiting Olympic Sports espnW SCORES NFL MLB NBA NHL College Football College Basketball Soccer NASCAR
FANTASY Football Baseball Streak for the Cash SPORTSNATION Polls Chats Community VIDEO Most Recent Highlights THE LIFE Sports Passport Sports Calendar
Arcade Contests TOOLS Contact Us Member Services myESPN ESPN Alerts News Wire Daily Lines Widget Center RSS TV LISTINGS RADIO PODCENTER ESPN
THE MAGAZINE SHOP ESPN3 SPORTSCENTER ESPN FRONT ROW ESPN.com: Help | PR Media Kit | Advertise On ESPN.com | Sales Media Kit | Interest-Based
Ads | Corrections | Contact Us | Site Map | Patents | Jobs at ESPN | Supplier Information©2011 ESPN Internet Ventures. Terms of Use and Privacy Policy and Safety
Information/Your California Privacy Rights are applicable to you. All rights reserved.

16. KEYWORD DENSITY CLOUD FOR ESPN
16

17. Source:
https://www.netmarketshare.com/

19. Source:

20. Source: http://www.smartinsights.com/mobile-marketing/mobile-
marketing-analytics/mobile-marketing-statistics/

22. CONVERSION RATE HIGHER ON
DESKTOP
22

23. AVERAGE ORDER VALUE HIGHER
ON DESKTOP
23
http://www-01.ibm.com/software/marketing-
solutions/benchmark-hub

24. Source: http://searchengineland.com/survey-
under-40-percent-start-a-local-search-with-a-
search-engine-240426

25. Source:
http://www.adweek.co
m/socialtimes/81-
shoppers-conduct-
online-research-
making-purchase-
infographic/208527

26. 94 PERCENT OF B2B BUYERS USE
ONLINE RESEARCH
• 77 percent use Google search
• 84.3 percent check business websites
• 34 percent visit 3rd party websites
• 41 percent read user reviews
2014 State of B2B Procurement, Acquity Group

27. B2B PREFERRED RESEARCH SHOWS
TRANSITION OF SALES ROLE

28. Content
RankBrain
Links
http://searchengineland.com/now-know-googles-top-
three-search-ranking-factors-245882

29. • Descriptive and
related to
search category
• Age and size
• Relevant Title
Tag
• Meta tags and
keywords
•Text on site
•Keywords/phrase density
•Position of words on site
•Headings and emphasis
•Images and Video (Alt tags)
• Inbound
• Outbound
Links Content
URLTags
and
Title
HOW TO RANK HIGH IN SEO: The Past

30. Technical
• Indexing
• Single URL
• Sitemap
• Working internal
links
• HTTPS
• User Experience
• Mobile Friendly
• Page Speed
• Keywords in
URL
• Above the fold
Content
Content
• Content with
purpose
• Content that
attracts natural
links and social
signals like
recency and
number of social
mentions
• Keyword
Research
• Title tag and
descriptions
• Headings that
define sections
• Optimize content
• Optimize images
Off-site SEO
• Google My
Business listing
• Name, address,
phone
consistency
• Social media
consistency
• Backlinks (come
from another
website)
SEO OPTIMIZATION TODAY

31. VIDEOS AND IMAGES NEED TO BE
PROPERLY TAGGED
31

32. Content
Links
RankBrain
http://searchengineland.com/now-
know-googles-top-three-search-
ranking-factors-245882
Rank brain is related to voice usage and is a machine
learning query enhancement tool, Match queries from
relevance perspective. Can reorder queries, look at context
https://youtu.be/l8V
nZCcl9J4

33. PLANNING AN ORGANIC SEARCH
CAMPAIGN
33
Define the target market
Find out what they search for
Develop a search engine strategy: Find
key words and phrases
Redesign site with keywords in mind
Register site with search engine
Implement paid search campaign to
complement (Optional)

34. ORGANIC AND PAID WORK
TOGETHER
34
Organic Paid

35. Expand profiles
on social media
accounts
Monitor social
media
conversations to
enhance SEO
Drive inbound
links via social
media outlets
Figure 8.12: How to Use Social Media to
Enhance SEO

36. HOW DOES HILTON LEVERAGE
SOCIAL MEDIA?
• Hilton Understands that Search and
Social Work Together
• Content is rich and varied,
purposeful
• Engagement is critical to obtaining
social mentions
36

37. 37

38. PHOTOS BRING MOST
ENGAGEMENT
38
http://simplymeasured.com/blog/9-reasons-why-
hiltons-social-media-strategy-
succeeds/#sm.00001mj1fwfbbycqyq2m3kpwrj3uo

39. OTHER CATEGORIES OF SEARCH
• Local
• Vertical
•Specialty/Industry
•Topical
•Image
• Mobile
•Universal Search

40. SEARCH TRENDS: THE FUTURE
• Voice: RankBrain and Semantic
•User Experience
•Meaningful Content Length
• Local Intent
•Video Content
•Mobile Optimization
•Social Content Ranking
•Beyond Keywords
•SEO as it relates to Inbound

41. SUMMARY
• Search Engine Marketing (SEM) has two aspects
• SEO or Organic Search
• PPC or Paid Search
• Both Types Require Planning, Customer Knowledge
• Algorithms are Critical in Natural Search and are
always Chaning
• Web Pages Need to Be Written with Algorithms in
Mind and with Relevance
• Don’t Ignore Social Media
• Search process is ‘never done’ and is Iterative

42. INTERACTIVE EXERCISE 1
• SEO Effectiveness
• Another useful tool is
from HubSpot at http:// websitegrader.co
m.
• Pick a site or go to:
https://website.grader.com/results/www.s
tedwards.edu
• Use the HubSpot tool to see if a site of your
choice has maximized its SEO potential and
run the free report. Examine the report
under the SEO section and answer the
following questions.
42

43. IS THIS SITE OPTIMIZED FOR SEARCH?

44. 1. PAGE TITLES
Page titles should be no more than ___
characters long and not _____
keywords.
a) 70/specify
b) 99/specify
c) 70/repeat
44

45. 2. META DESCRIPTIONS DEFINED
Meta Descriptions are:
a) Code snippets below the blue search
result link
b) Click-through indications
c) Similar from site to site
45

46. 3. META DESCRIPTIONS LENGTH
Meta Descriptions should be no longer
than ____ characters long and be
_________ to the page.
a) 155/relevant
b) 99/unique
c) 70/unique
46

47. INTERACTIVE EXERCISE 2
• SEO and Content
• Read the following blog post from
SearchEngineLand and answer the
questions accordingly:
• http://searchengineland.com/definitive-
seo-audit-part-2-3-content-site-252492
47

48. 1. PURPOSE OF CONTENT
What are the three purposes of
content?
a) Conversions, reactions, social
sharing
b) Keywords, titles and descriptions,
tags
c) Conversions, informational, links
and social baiting
48

49. 2. IMAGES AND SEARCH
Which is NOT a characteristic of an
image that is optimized for search
a) Properly tagged
b) A size that does not slow down the
page
c) Beautifully photographed
49

50. 3. HEADING TAGS
Heading tags are primarily:
a) Formatting elements.
b) Technical descriptions
c) Page elements to separate content
into sections
50

51. 4. KEYWORD RESEARCH
The first stage in keyword research is:
a) Put keywords in a spreadsheet and
sort by volume
b) Query all terms that relate to the
core terms of the product or service
c) Code keywords by type of content
51

52. 5. PAGE LENGTH
A page to be considered to have
content that can be searched should
have IDEALLY at least how many
words?
a) 250
b) 350
c) 500
52