Explains Organic and Paid Search, Search Engine Optimization, and their impact.

1. Search Marketing
Chris Middings
Founder & President, NPG
@NPGVT
@cmiddings

2. About NPG
n NPG specializes in creating and
administering Google Grants accounts
for nonprofits
n NPG creates customized search engine
and social media marketing solutions to
amplify nonprofits' missions, visions,
and goals
2

3. Advertising was...
a marketer with a
MEGAPHONE
“shouting at strangers”
whenever, wherever,
and however they
wanted.
Photo: Neil Mallett
“Shouting at strangers”
quote: Seth Godin
3

4. Advertising is...
a consumer with a
laser pointer
picking and choosing
who, what, where
when, and how they
want to receive a
marketing message.
(In many cases, the
message does not
“exist” until the
consumer looks for it.)
Photo: Ian Truelove
4

5. Why Is Search Important?
n Searchers are looking for something
n Make sure they can find you
5

6. Why Is Search Important?
n When you are looking for information on a brand,
product, or company, what tools do you use?
Image: Invoke Solutions
6

7. Two Types of Search Results
n Organic (or Natural)
n Paid (or Sponsored)
7

8. Organic Search
Organic Search 8

9. Paid Search
Paid Search
9

10. Search
Image: Bruce Clay

11. Search
Image: Bruce Clay

12. Organic Search
12

13. Organic Search
13

14. Organic Search
Facebook - 41.1 billion minutes
Google - 39.8 billion minutes 14
Yahoo - 37.7 billion minutes

15. Organic Search
n Search Engines
n Read Text
n Follow Links
15

16. Organic Search
n Search Engines
n Read Text
n Follow Links
16

17. Search Engine Optimization
n Use Keywords
n Title tag 1-2X (or as a variation)
n Meta description 1-3X
n URL 1X
n Body copy at least 3X
n Image alt tags at least 1X
Image: seomoz.org
17

18. Search Engine Optimization

19. Sources of Keywords
n Google Keyword Tool
19

20. Google Keyword Tool Results
20

21. Sources of Keywords
n Google Keyword Tool
n Website Analytics
21

22. Website Analytics Results
22

23. Sources of Keywords
n Google Keyword Tool
n Website Analytics
n Internal Site Search
23

24. Internal Site Search
24

25. Internal Site Search
New product
opportunity
25

26. Organic Search
n Search Engines
n Read Text
n Follow Links
26

27. Search Engine Optimization
n Links
Image: seomoz.org
27

28. Search Engine Optimization
n Links
n Anchor text
n
Chocolate truffles vs Click here
28

29. Search Engine Optimization
n Anchor text
Image: seomoz.org
29

30. Search Engine Optimization
n Links
n Anchor text
n
Chocolate truffles vs Click here
n 404 Errors
30

31. Search Engine Optimization
n 404 Errors
n Google Webmaster Tools
31

32. Search Engine Optimization
n Google Webmaster Tools

33. Search Engine Optimization
n Google Webmaster Tools
33

34. Search Engine Optimization
n Links
n Anchor text
n
Chocolate truffles vs Click here
n 404 Errors
n Site Maps
34

35. Search Engine Optimization
n Sitemaps
35

36. Search Engine Optimization
n Links
n Anchor text
n
Chocolate truffles vs Click here
n 404 Errors
n Site Maps
n Internal site links
36

37. Search Engine Optimization
37

38. Search Engine Optimization
n Links
n Anchor text
n
Chocolate truffles vs Click here
n 404 Errors
n Site Maps
n Internal site links
n Press Releases
38

39. Search Engine Optimization
39

40. Search Engine Optimization
n Authority
Image: seomoz.org
40

41. Search Engine Optimization
n Authority
n Quality not quantity
n Speed counts
n PageRank
41

42. Search Engine Optimization
Image: seomoz.org
42

43. Search Engine Optimization
43

44. Search Engine Optimization
Image: seomoz.org
44

45. Search Engine Optimization
n Google crawls pages in order of PageRank
n The faster you're likely to be found
n The deeper they'll crawl your site
n The more often they'll visit your pages to
see if they've been refreshed
Source: Matt Cutts
45

46. Search Engine Optimization
n PageRank is:
n The number of people who link to you and
how important those links are
n You want to be relevant and reputable
n Relevant - what is said on the page
n Reputable - what other pages say about
you
Source: Matt Cutts
46

47. Search Engine Optimization
n To be reputable
n Provide a useful service
n Do original research or reporting
n Give great information
n Find a creative niche
n Make lists
n Create controversy
n Get social
Source: Matt Cutts
47

48. Search Engine Optimization
n Blog
48

49. Search Engine Optimization
n Blog
49

50. Search Engine Optimization
n Blog
50

51. Search Engine Optimization
n Blog
51

52. Paid Search
52

53. 53

54. Paid Search
n Google
n Yahoo!
n Bing
Image: The Rimm-Kaufman Group
54

55. Paid Search
n CPM
n CPC
n CPA

56. Paid Search
Image: Timberline Interactive
56

57. Paid Search
Image: Timberline Interactive
57

58. Paid Search
Focus SEO Here
Image: Timberline Interactive
58

59. Paid Search
Focus PPC Here
Image: Timberline Interactive
59

60. Paid Search
Image: Google
60

61. Paid Search
n Types of keyword matches
Image: Google

62. Paid Search
n Negative keywords

63. Paid Search
n Display Network
n The Google AdWords Display Network
reaches 70%+ of worldwide Internet users
n Text & Image Ads

64. Paid Search
n Display Network
Image: Google

65. Paid Search

66. Paid Search

67. Paid Search

68. Paid Search

69. Paid Search Impact on Organic Search
Lift in Searchers
• Searchers on brand term increased by 155% as a result of
ads – 10,400 people searched as a result of the ad
Image: Google
Example Searches Seventh Generation

70. Paid Search Impact on Branding

71. Paid Search Impact on Retail Sales

72. Paid Search Impact on Retail Sales
“Lundgren said that every dollar spent online at Macys.com influences
$5.77 spent in stores within 10 days after an online purchase.”1

73. Search Marketing
Chris Middings
Founder & President, NPG
@NPGVT
@cmiddings