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
Mar...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Elasticity
>  Top 25 fastest growing companies in St. Louis
>  Focused on s...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
TODAY
WHY DIGITAL MATTERS
HOW SEARCH WORKS
HOW TO LEVERAGE SEARCH
TOOLS & R...
THE ROLE OF DIGITAL MARKETING
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
YOUR
AUDIENCE
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
INTERRUPTION MARKETING
TV
Radio
Print
Direct Mail
Outdoor
Display
86%
Skip ...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
INBOUND MARKETING
Marketers align themselves with
their audiences, earning
...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
75%SEARCH MARKETING
PERCENTAGE OF MARKETERS THAT FEEL THAT A
MARKETING CHAN...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Search is the
De Facto Way
People Navigate the Internet.
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
80%OF INTERNET TRAFFIC
BEGINS AT A SEARCH ENGINE
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
50% OF LOCAL
SEARCHES ARE ON
MOBILE DEVICES
THE VALUE
I want what you sell, please!
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
ANATOMY OF A RESULTS PAGE
SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER
...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
ANATOMY OF A RESULTS PAGE
PEOPLES BANK UNIVERSITY | JULY 2014
Paid
Search
A...
THE BASICS (IN FIVE MINUTES OR LESS)
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
HOW GOOGLE WORKS
SEARCH STARTS WITH THE WEB. IT’S MADE UP OF OVER
60 TRILLI...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
HOW GOOGLE WORKS
Google navigates the web by
CRAWLING
Software called “spid...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
HOW GOOGLE WORKS
Google then stores the crawled pages in an
INDEXCapturing ...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
HOW GOOGLE WORKS
When a search is entered, Google uses
ALGORITHMSTo rank th...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
THE ROLE OF SEO
0.0%	
  
5.0%	
  
10.0%	
  
15.0%	
  
20.0%	
  
25.0%	
  
3...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
TO BE AN SEO SUPERHERO
GET MORE LINKS
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE: NO LONGER FOOLED
>  In 2011, Google launched major
updates designed...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
So, what?
Can this help my business?
FOUR KEYS TO SEO SUCCESS
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Know the
Keywords
That Matter1
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
WHAT ARE KEYWORDS?
Keywords are simply a word or phrase that
searchers ente...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
KEYWORD RESEARCH
Brainstorm	
  
Quan9ta9ve	
  
Sources	
  
Analysis	
   Op9...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
KEYWORD RESEARCH TOOLS
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Get the
Basics Right
2
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
BUILD A STRONG FOUNDATION
1.  Use a search-friendly CMS
2.  Create unique t...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
TITLE TAGS
>  Title is the most important
element of on-page optimization
>...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
DESCRIPTION TAGS
>  Does not impact rankings, but can
influence CTRs
>  Lim...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Athletic
Shoes
Dress
Shoes
Boots
Those
Toe Shoe
Things
INTERNAL LINKING
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
URL BEST PRACTICES
>  URLs are a critical part of both the
end users decisi...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Become an
Authority
3
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
MYTH:
You Can
Short-Cut
Your Way
To SEO
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
REALITY:
Start With
Your Audience’s Needs,
Not Simply With a List
of Keywor...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
PENGUIN & PANDA CAUSE CHAOS
" Google’s new algorithm rewards
sites with loa...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
SO, WHAT MAKES CONTENT “GREAT”
Original
 Simple
Valuable &
Useful
Entertain...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
ABOVE ALL, CONTENT MUST BE
RELEVANT
TO YOUR TARGET AUDIENCE
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
PROSPECTIVE
CUSTOMERS ARE
SEARCHING FOR
INFORMATION THAT
HELPS THEM MAKE AN...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
KEY CONSIDERATIONS
Who is the audience that you need to reach?
Why will the...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Think Local
4
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
7%
13%
16%
23%
42%
Mobile App
Internet Directory (Yelp)
Yellow Pages (Print...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
30%Or 7.6 billion per month
of searches have local intent
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
OPTIMIZING YOUR LOCAL PRESENSE
1.  Claim and verify your business
2.  Optim...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
CLAIM AND VERIFY YOUR BUSINESS
>  Google.com/business/
>  Follow process to...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
OPTIMIZE YOUR LISTING
>  Use the same NAP – name,
address, phone - across a...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
BUILD CITATIONS
>  Citations are listings in other
directories that signal
...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GET THE BASICS RIGHT
>  Monitor reviews of your business.
Respond when appr...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
Buy Your
Way to the
Top5
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
IMMEDIATE VISIBILITY
>  Get immediate
visibility with
potential
customers
>...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GEO-TARGETTING
>  Adwords enables
advertisers to target
specific regions
> ...
TOOLS & RESOURCES
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE KEYWORD RESEARCH TOOL
www.google.com/AdWords/KeywordTool	
  
GOOGLE ...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE KEYWORD RESEARCH TOOL
Getlisted.org	
  (MOZ	
  Local)	
  
LOCAL CITA...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE KEYWORD RESEARCH TOOL
hXp://moz.com/beginners-­‐guide-­‐to-­‐seo	
  ...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE KEYWORD RESEARCH TOOL
SearchEngineLand.com	
  
SEARCH NEWS & UPDATES
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
GOOGLE KEYWORD RESEARCH TOOL
hXp://www.google.com/business/	
  
GET LOCAL L...
SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014
THANK YOU.
@andybarneX	
  
www.goelas9c.com	
  
andrew@goelas9c.com	
  
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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.

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

  1. 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. 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. 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. 4. THE ROLE OF DIGITAL MARKETING
  5. 5. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 YOUR AUDIENCE
  6. 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. 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. 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. 9. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Search is the De Facto Way People Navigate the Internet.
  10. 10. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 80%OF INTERNET TRAFFIC BEGINS AT A SEARCH ENGINE
  11. 11. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 50% OF LOCAL SEARCHES ARE ON MOBILE DEVICES
  12. 12. THE VALUE I want what you sell, please!
  13. 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. 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. 15. THE BASICS (IN FIVE MINUTES OR LESS)
  16. 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. 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. 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. 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. 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. 21. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 TO BE AN SEO SUPERHERO GET MORE LINKS
  22. 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. 23. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 So, what? Can this help my business?
  24. 24. FOUR KEYS TO SEO SUCCESS
  25. 25. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Know the Keywords That Matter1
  26. 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. 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. 28. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 KEYWORD RESEARCH TOOLS
  29. 29. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Get the Basics Right 2
  30. 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. 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. 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. 33. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Athletic Shoes Dress Shoes Boots Those Toe Shoe Things INTERNAL LINKING
  34. 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. 35. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Become an Authority 3
  36. 36. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 MYTH: You Can Short-Cut Your Way To SEO
  37. 37. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 REALITY: Start With Your Audience’s Needs, Not Simply With a List of Keywords.
  38. 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. 39. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 SO, WHAT MAKES CONTENT “GREAT” Original Simple Valuable & Useful Entertains Emotional
  40. 40. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 ABOVE ALL, CONTENT MUST BE RELEVANT TO YOUR TARGET AUDIENCE
  41. 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. 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. 43. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Think Local 4
  44. 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. 45. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 30%Or 7.6 billion per month of searches have local intent
  46. 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. 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. 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. 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. 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. 51. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 Buy Your Way to the Top5
  52. 52. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 IMMEDIATE VISIBILITY >  Get immediate visibility with potential customers >  Measure and optimize
  53. 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. 54. TOOLS & RESOURCES
  55. 55. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL www.google.com/AdWords/KeywordTool   GOOGLE KEYWORD RESEARCH TOOL
  56. 56. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL Getlisted.org  (MOZ  Local)   LOCAL CITATIONS TOOL
  57. 57. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL hXp://moz.com/beginners-­‐guide-­‐to-­‐seo   SEO 101 RESOURCE
  58. 58. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL SearchEngineLand.com   SEARCH NEWS & UPDATES
  59. 59. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 GOOGLE KEYWORD RESEARCH TOOL hXp://www.google.com/business/   GET LOCAL LISTINGS ON GOOGLE
  60. 60. SCIENCE OF SEARCH MARKETING FOR SMB| JULY 2014 THANK YOU. @andybarneX   www.goelas9c.com   andrew@goelas9c.com  

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