Introduction to Search Marketing: SEO, Paid Search and Metrics
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Introduction to Search Marketing: SEO, Paid Search and Metrics
- 1. Introduction to Search Marketing Presentation Title | Date Workshop 1 9-18-2012
- 2. #451Webinar Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
- 4. Overview • What is search marketing? • SEO • Paid Search • Q&A
- 5. Search Engine Marketing Better known as SEM or Search Marketing
- 6. What is search marketing? Process of gaining traffic and visibility from search engines
- 7. You’ll get more of this… • Rankings • Traffic • Page Views • Visibility • Impressions • Brand Awareness
- 8. But, Ultimately it comes down to…
- 10. Search does not exist in a vacuum “I think I’ll search for some random product or service that I have never heard of.”
- 11. 2 Out of 3 Searches In Google Are Driven By Another Medium
- 12. A Little Background On Search
- 13. Why should I care about search? Worldwide, 88,000,000,000 searches are conducted on Google per month. 34,000 Per Second 2,000,000 Per Minute 121,000,000 Per Hour 3,000,000,000 Per Day
- 14. Terms to Know SEO: Search • The process of improving visibility of a website or a web Engine page in a search engine’s “natural” or unpaid search results Optimization • Internet advertising model used to direct traffic to PPC: Pay Per Click websites where advertisers pay the publisher when ad is clicked • Graphical, image or video based ads that appear Display (Banner) contextually near relevant content. Can be based on search, but more often on category and demographics
- 15. Search Engine Results Page (SERP) Search Query Paid Results Organic Results
- 16. Search Engine User Behavior • 95% of users don’t go beyond the first page of search results (positions 1-10) • 88% of search engine users who don’t find what they seek on the first three pages of search results will change engines or change their search term • 71% of search engine users believe that websites returned at the top of search results are the top brands in their field
- 17. SEO *aka - Organic, Natural Search Engine Optimization Gaining web traffic from FREE listings on search engines
- 18. SEO Has Three Core Components Code Content Connections
- 19. Code - Technical Considerations User Input Requirements Site Security Technical issues Cookie Implementation limit search index Robots.txt Frames inclusion Broken Links & 404 Trapping Server Load Balancing URL Redirection <Noscript> Tags Internal Navigational Elements Internal Linking Domain and URL structure Session IDs Flash
- 22. Content - Performance Considerations Site Optimization Tags Opportunities to increase Content Gaps search visibility Optimizing Website Content Internal Linking Convention Mirror Domains and Duplicate Content Sub-Domain Strategy
- 23. Content*
- 24. Title Tags
- 28. Content: Density Percentage of times (Nkr/Tkn) * 100 a keyword appears on a web page compared to the total number of words on the page Rule of Thumb: 4% - 250-500 words
- 29. Keyword Research Q: For what Google search should you rank #1? A: “innovative, creative, game- changing” Q: What do you do/make/sell? A: “Oh. Cloud based storage for small business”.
- 30. Google Free Keyword Tool https://adwords.google.com/o/KeywordTool
- 32. Internal Search Logs #2 Searched Term: “bed spreads””
- 33. Competitive Research Restrict query to competitor’s domain
- 34. Connections • Paid/Free Directories - Manual • Social Media/Blogs - Viral • Press Releases – Manual & Viral • 3rd Party Associations - Manual Quality > Quantity
- 36. Search Engine Results Page (SERP) Search Query Paid Results Organic Results
- 37. Preparing for a Digital Advertising Campaign
- 38. Anatomy of a PPC Ad 25 Characters 35 Characters 35 Characters
- 39. Preparing: Defining Your Audience • Location Awareness • Language • Education • Work Education • Age • Gender • Birthday Consideration • Relationship Status • HIH • Groups Purchase • Likes • Friends Think about the people who you want to see your ads
- 40. The Purchase Funnel Increase Brand Visibility Awareness Impressions & CPM “plasma tv”Microcenter Drive Qualified Traffic Reviews, comparisons, demos Education “Plasma tv reviews” Generate Leads Consideration Newsletter, Email captures, etc. [Sign up for secret offers!] Sales Purchase Revenue, orders, ROI, ROAS “Buy Sony Bravia 46” Plasma TV”
- 41. Audience Segmentation Email Marketing Feeler Reach your customers and actually have time for lunch. Free trial. Emphasis on human connection and feelings www.ConstantContact.com Email Marketing Intuitor Grow your small business with email marketing. Free trial. Words like “grow” and “growth” to implyforward, future thinking www.ConstantContact.com Email Marketing Sensor Reach customers before your competitors do. Free trial. Action words focusing on achieving results & being competitive www.ConstantContact.com Email Marketing Thinker 200,000+ small businesses choose us for email marketing. Free trial. Words invoking confidence in product, community-themed www.ConstantContact.com
- 42. Metrics and Measurement • Impressions & Clicks • CTR – click through rate • How many of my ads got clicks? • Clicks/impressions • Return • Conversion Rate • Revenue • ROAS • ROI
- 43. ROI vs. ROAS
- 44. Preparing: Keywords Based on what your audience is interested in instead or what they might be looking to buy depending on the channel
- 45. Getting Started
- 48. You’re probably wondering… • Which is more effective? • I rank high in SEO results, do I need PPC? • Do I need to do both?
- 49. Search Engine Marketing SEO PPC Organic Paid Pro: Pro: Great Long-term ROI Quick Set up High Ceiling & Volume Highly measurable & quantifiable More exposure, branding, awareness Less development resources needed Con: Con: Tough to quantify More expensive Lots of work (design/development) Lower ceiling & volume potential Takes a while (not for short-term) May be subject to “ad blindness”
- 50. Wrap up slide
- 51. #451Webinar Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
Notes de l'éditeur
- That’s why it’s important to optimize all assets
- Build out this concept verbally
- Code is more on the technical side. We’ll usually be talking to your vendor about the technical changes we make to make sure that your site can be easily spidered by search engines. These are a few of the things we check when looking at a site, if you have cookies implemented on the site, how easily navigable your site is, whether there’s any flash.
- Next we have content. A few of the things we check for are keyword rich content, search-friendly urls, optimized and unique meta descriptions and keywords. For instance, on party of gold’s site, the meta descriptions and keywords were all exactly the same on each page, so we need to make sure to change that.