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The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
The Science of Search - How SMBs Can Leverage Search to Grow Their Business
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The Science of Search - How SMBs Can Leverage Search to Grow Their Business

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Elasticity partner Andrew Barnett provides insight and tips on how small and medium-sized businesses can grow their business by leveraging search.

Elasticity partner Andrew Barnett provides insight and tips on how small and medium-sized businesses can grow their business by leveraging search.

Published in: Marketing
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  • 1. CEDAR CREEK PROPOSAL | JUL XX, 2012 1   T H E S C I E N C E O F SEARCH MARKETING How Small Businesses Can Use Search Marketing to Drive Customers
  • 2. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Elasticity >  Top 25 fastest growing companies in St. Louis >  Focused on search marketing, social media, public relations, and creative services About Me >  10+ years of working in search and digital marketing field >  Worked with businesses of all sizes, from startups to Microsoft, Visa and the Federal Reserve
  • 3. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 TODAY WHY DIGITAL MATTERS HOW SEARCH WORKS HOW TO LEVERAGE SEARCH TOOLS & RESOURCES 1 2 3 4
  • 4. THE ROLE OF DIGITAL MARKETING
  • 5. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 YOUR AUDIENCE
  • 6. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 INTERRUPTION MARKETING TV Radio Print Direct Mail Outdoor Display 86% Skip TV Ads 44% of direct mail is never opened 14% Of people trust advertisements 61% Lower CPL from inbound marketing vs. outbound marketing 90% Of Radio ads are not profitable
  • 7. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 INBOUND MARKETING Marketers align themselves with their audiences, earning attention and drawing customers into their sales funnel. " Search Marketing " Content Marketing " Blogging " Email Marketing " Social Media " Lead Nurturing
  • 8. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 75%SEARCH MARKETING PERCENTAGE OF MARKETERS THAT FEEL THAT A MARKETING CHANNEL HAS A GOOD OR EXCELLENT ROI 41%SOCIAL MEDIA
  • 9. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Search is the De Facto Way People Navigate the Internet.
  • 10. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 80%OF INTERNET TRAFFIC BEGINS AT A SEARCH ENGINE
  • 11. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 50% OF LOCAL SEARCHES ARE ON MOBILE DEVICES
  • 12. THE VALUE I want what you sell, please!
  • 13. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 ANATOMY OF A RESULTS PAGE SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER PEOPLES BANK UNIVERSITY | JULY 2014 Carousel Local Results Organic Search Listings Local Results Map Paid Search Ads
  • 14. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 ANATOMY OF A RESULTS PAGE PEOPLES BANK UNIVERSITY | JULY 2014 Paid Search Ads Organic Search Listings
  • 15. THE BASICS (IN FIVE MINUTES OR LESS)
  • 16. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 HOW GOOGLE WORKS SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER 60 TRILLION INDIVIDUAL PAGES AND IT’S CONSTANTLY GROWING SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
  • 17. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 HOW GOOGLE WORKS Google navigates the web by CRAWLING Software called “spiders” follows links from page to page. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
  • 18. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 HOW GOOGLE WORKS Google then stores the crawled pages in an INDEXCapturing a wide range of information about the page SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 It’s over 100 million gigabytes
  • 19. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 HOW GOOGLE WORKS When a search is entered, Google uses ALGORITHMSTo rank the results and deliver users the most relevant results. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 We use +200 factors to rank the results
  • 20. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 THE ROLE OF SEO 0.0%   5.0%   10.0%   15.0%   20.0%   25.0%   30.0%   35.0%   40.0%   1   2   3   4   5   6   7   8   9  10   Enquiro  (2007)   Chi9ka  (2010)   Slingshot   (2011)   CTR BY POSITION
  • 21. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 TO BE AN SEO SUPERHERO GET MORE LINKS
  • 22. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE: NO LONGER FOOLED >  In 2011, Google launched major updates designed to stop spammers – specifically unearned links >  As more updates rolled out, tactics that had been effective became a liability >  As a result, SEO has become an earned media approach
  • 23. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 So, what? Can this help my business?
  • 24. FOUR KEYS TO SEO SUCCESS
  • 25. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Know the Keywords That Matter1
  • 26. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 WHAT ARE KEYWORDS? Keywords are simply a word or phrase that searchers enter into a search engine. By using keywords in content, a site is deemed more “relevant” for those searches.
  • 27. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 KEYWORD RESEARCH Brainstorm   Quan9ta9ve   Sources   Analysis   Op9miza9on   " Think like your audience – how would they search for your offerings? " Develop an initial list of search terms. " Use online tools, analytics data to expand your keyword list. " What keywords is your competition using? " Use keyword popularity from Google " Balance popularity with relevance " Prioritize the list " Begin optimization of content
  • 28. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 KEYWORD RESEARCH TOOLS
  • 29. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Get the Basics Right 2
  • 30. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 BUILD A STRONG FOUNDATION 1.  Use a search-friendly CMS 2.  Create unique title tags for every page 3.  Draft unique description tags for every page 4.  Use keywords for internal links within your site 5.  Incorporate keywords into your copy 6.  Use descriptive URLs
  • 31. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 TITLE TAGS >  Title is the most important element of on-page optimization >  Integrate keywords into title tag as well as your brand >  Limit to 70 characters >  Unique for each page <title>Rally Saint Louis | Join Us Today And Help Build a Better Saint Louis</title>
  • 32. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 DESCRIPTION TAGS >  Does not impact rankings, but can influence CTRs >  Limit to 160 characters >  Unique for each page <meta name="description" content="The Rally Saint Louis project is a first-of-its-kind crowdsourcing and crowdfunding platform that generates ideas and uses funding from the region’s residents…" />
  • 33. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Athletic Shoes Dress Shoes Boots Those Toe Shoe Things INTERNAL LINKING
  • 34. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 URL BEST PRACTICES >  URLs are a critical part of both the end users decision to click and the search engines ability to access content >  Use descriptive words in URLs >  Avoid dynamic URLs and session IDs >  Use rewriting when necessary >  Separate words with dashes (underscores work, too) >  Brevity is a virtue
  • 35. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Become an Authority 3
  • 36. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 MYTH: You Can Short-Cut Your Way To SEO
  • 37. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 REALITY: Start With Your Audience’s Needs, Not Simply With a List of Keywords.
  • 38. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 PENGUIN & PANDA CAUSE CHAOS " Google’s new algorithm rewards sites with loads of original, high- quality content. " Sites such as Answers.com, eHow.com and many others saw dramatic drops in referrals from Google.
  • 39. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 SO, WHAT MAKES CONTENT “GREAT” Original Simple Valuable & Useful Entertains Emotional
  • 40. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 ABOVE ALL, CONTENT MUST BE RELEVANT TO YOUR TARGET AUDIENCE
  • 41. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 PROSPECTIVE CUSTOMERS ARE SEARCHING FOR INFORMATION THAT HELPS THEM MAKE AN INFORMED DECISION BUSINESSES THAT PROVIDE THAT USEFUL INFORMATION WILL WIN
  • 42. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 KEY CONSIDERATIONS Who is the audience that you need to reach? Why will they care about you? What are you doing to earn their interest? What incentive do they have to share? Finding Topics >  Ask your sales team >  Map the buying cycle >  Q/A Sites – Quora, Yahoo! Answers, etc. >  Mine social media >  Follow industry, peers
  • 43. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Think Local 4
  • 44. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 7% 13% 16% 23% 42% Mobile App Internet Directory (Yelp) Yellow Pages (Print) Referral from Friend or Family Search Engines How do Consumers Find Local Merchants?
  • 45. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 30%Or 7.6 billion per month of searches have local intent
  • 46. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 OPTIMIZING YOUR LOCAL PRESENSE 1.  Claim and verify your business 2.  Optimize your listing 3.  Build citations 4.  Get the basics right
  • 47. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 CLAIM AND VERIFY YOUR BUSINESS >  Google.com/business/ >  Follow process to locate, verify your listing >  Use GetListed.org or Yext.com to scan and submit your business to other directories 1
  • 48. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 OPTIMIZE YOUR LISTING >  Use the same NAP – name, address, phone - across all listings >  Listings should be as complete as possible: »  Description »  Categories »  Hours »  Contact Details »  Photos/Videos 2 »  Status updates »  Discounts or specials
  • 49. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 BUILD CITATIONS >  Citations are listings in other directories that signal authority or credibility to Google >  Use the whitespark local citation tool to find potential citations 3 www.whitespark.ca/local-­‐cita9on-­‐finder  
  • 50. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GET THE BASICS RIGHT >  Monitor reviews of your business. Respond when appropriate >  Do not submit fake reviews >  Include separate pages on your website for each of your locations >  Clearly include your name, address, and local phone number for each location 4
  • 51. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Buy Your Way to the Top5
  • 52. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 IMMEDIATE VISIBILITY >  Get immediate visibility with potential customers >  Measure and optimize
  • 53. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GEO-TARGETTING >  Adwords enables advertisers to target specific regions >  States, cities, zip codes, DMAs, etc.
  • 54. TOOLS & RESOURCES
  • 55. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL www.google.com/AdWords/KeywordTool   GOOGLE KEYWORD RESEARCH TOOL
  • 56. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL Getlisted.org  (MOZ  Local)   LOCAL CITATIONS TOOL
  • 57. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL hXp://moz.com/beginners-­‐guide-­‐to-­‐seo   SEO 101 RESOURCE
  • 58. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL SearchEngineLand.com   SEARCH NEWS & UPDATES
  • 59. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL hXp://www.google.com/business/   GET LOCAL LISTINGS ON GOOGLE
  • 60. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 THANK YOU. @andybarneX   www.goelas9c.com   andrew@goelas9c.com  

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