Search Engine MarketingSearch Engine Marketing
Search Engine Marketing BenefitsSearch Engine Marketing Benefits• Search engines represent a very uniqueSearch engines rep...
Search Engine Marketing OptionsSearch Engine Marketing Options• Search Engine Optimization (SEO): OptimizingSearch Engine ...
Search Engine Optimization - ProsSearch Engine Optimization - Pros• Leverage your siteLeverage your site’’s natural advant...
Search Engine Optimization - ConsSearch Engine Optimization - Cons• SEO influences, but does not control, the search engin...
Pay Per Click Advertising - ProsPay Per Click Advertising - Pros• Predictability - maintain control of costs, operate unde...
Pay Per Click Advertising -Pay Per Click Advertising -ConsCons• ROI is heavily dependent on the WebsiteROI is heavily depe...
Why Hire A Professional?Why Hire A Professional?• Thorough assessment of business needs andThorough assessment of business...
Search Engine Marketing ProcessSearch Engine Marketing Process• Stage 1: Business AssessmentStage 1: Business Assessment• ...
Business AssessmentBusiness Assessment• Key Business IssuesKey Business Issues• Establish Business GoalsEstablish Business...
Keyword StrategyKeyword Strategy• Search Term DiscoverySearch Term Discovery• Keyword MetricsKeyword Metrics• Assess Relev...
Pay Per ClickPay Per Click• Initial Keyword StrategyInitial Keyword Strategy• Develop Ad Copy and HeadlinesDevelop Ad Copy...
Website OptimizationWebsite Optimization• Map Keywords to ContentMap Keywords to Content• Site Structure and OrganizationS...
Link BuildingLink Building• Keyword Strategy ReviewKeyword Strategy Review• Directory SubmissionsDirectory Submissions• Pr...
Tracking & RefinementTracking & Refinement• For SEO, Begin at 2 monthsFor SEO, Begin at 2 months• For PPC, From Day 1For P...
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Search Engine Marketing

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Grupo Parada is a marketing consultant firm that specializes in connecting brands with the U.S. Hispanic and Latin American digital markets. Call us today and see how we can magnetize your brand! (877) 762-6322 Ext 801

Visit Us at: http://www.grupoparada.com/

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Add us on Google+: https://plus.google.com/u/0/105225839916482226268/posts

Email: corporate@grupoparada.com

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Search Engine Marketing

  1. 1. Search Engine MarketingSearch Engine Marketing
  2. 2. Search Engine Marketing BenefitsSearch Engine Marketing Benefits• Search engines represent a very uniqueSearch engines represent a very uniquemedium, which allows you to precisely target anmedium, which allows you to precisely target aninterested audience.interested audience.• In other media, the audience is lookingIn other media, the audience is looking atatsomething, and your advertisement is asomething, and your advertisement is adistraction.distraction.• Searchers are lookingSearchers are looking forfor something, and are farsomething, and are farmore likely to respond to an appropriatelymore likely to respond to an appropriatelytargeted offer.targeted offer.
  3. 3. Search Engine Marketing OptionsSearch Engine Marketing Options• Search Engine Optimization (SEO): OptimizingSearch Engine Optimization (SEO): Optimizingthe content of your website to appear on the freethe content of your website to appear on the freeside of search engine results.side of search engine results.• Pay Per Click (PPC): Cost-Per-ActionPay Per Click (PPC): Cost-Per-Actionadvertising targeting theadvertising targeting the ““sponsored listingssponsored listings”” ononsearch engine results.search engine results.• Blended Strategy / Search Engine Marketing:Blended Strategy / Search Engine Marketing:Utilizing both SEO and PPC to maximize yourUtilizing both SEO and PPC to maximize yourexposure to search engine users.exposure to search engine users.
  4. 4. Search Engine Optimization - ProsSearch Engine Optimization - Pros• Leverage your siteLeverage your site’’s natural advantages –s natural advantages –content, popularity, linking relationshipscontent, popularity, linking relationships• Can deliver substantial benefits at a very lowCan deliver substantial benefits at a very lowcost, especially for acost, especially for a ““content richcontent rich”” sitesite• Requires minimal ongoing activity for most sitesRequires minimal ongoing activity for most sites• Initial investment in SEO can pay off for years toInitial investment in SEO can pay off for years tocomecome
  5. 5. Search Engine Optimization - ConsSearch Engine Optimization - Cons• SEO influences, but does not control, the search engineSEO influences, but does not control, the search engineresults - there are no guarantees.results - there are no guarantees.• Delayed results - after the initial SEO effort, expect toDelayed results - after the initial SEO effort, expect towait at least 2-3 months for significant traffic.wait at least 2-3 months for significant traffic.• Risk of becoming overly dependent onRisk of becoming overly dependent on ““freefree”” traffic,traffic,because results are variable over time.because results are variable over time.• Some modifications to site are required; extent ofSome modifications to site are required; extent ofchanges dependent on many factors. A professional SEOchanges dependent on many factors. A professional SEOconsultant can help find the best path to results and ROI.consultant can help find the best path to results and ROI.• Poorly executed SEO campaigns can lead to searchPoorly executed SEO campaigns can lead to searchengine penalties and long term harm to the organizationengine penalties and long term harm to the organization’’ssonline presence.online presence.
  6. 6. Pay Per Click Advertising - ProsPay Per Click Advertising - Pros• Predictability - maintain control of costs, operate under aPredictability - maintain control of costs, operate under afixed or variable budget, adjust investment seasonally.fixed or variable budget, adjust investment seasonally.• Immediate and predictable results - start advertisingImmediate and predictable results - start advertisingtoday, get traffic today. For the most part, the PPCtoday, get traffic today. For the most part, the PPCadvertiser can control where their site appears in searchadvertiser can control where their site appears in searchresults.results.• Geo-targeting: the ability to restrict advertising to localGeo-targeting: the ability to restrict advertising to localmarkets, or deliver different ads to different geographicmarkets, or deliver different ads to different geographicregions.regions.• Tracking ROI is relatively easy. Feedback from PPCTracking ROI is relatively easy. Feedback from PPCcampaign results drives ROI higher over time, and cancampaign results drives ROI higher over time, and caneven help with SEO strategy.even help with SEO strategy.• With a well designed site already in place, minimalWith a well designed site already in place, minimal ““ononsitesite”” changes are required - just add landing pages.changes are required - just add landing pages.
  7. 7. Pay Per Click Advertising -Pay Per Click Advertising -ConsCons• ROI is heavily dependent on the WebsiteROI is heavily dependent on the Website’’s ability tos ability toconvert traffic into sales.convert traffic into sales.• Requires an ongoing commitment to measuring,Requires an ongoing commitment to measuring,managing, and refining the campaign.managing, and refining the campaign.• Traffic can be brought in immediately, but optimizing andTraffic can be brought in immediately, but optimizing andrefining a campaign can take months.refining a campaign can take months.• Depending on the scope of the campaign, developingDepending on the scope of the campaign, developingcreatives (ad copy and headlines) can be expensive.creatives (ad copy and headlines) can be expensive.• PPC may be far more expensive than SEO, althoughPPC may be far more expensive than SEO, althougheffective PPC campaigns can actually cost less.effective PPC campaigns can actually cost less.
  8. 8. Why Hire A Professional?Why Hire A Professional?• Thorough assessment of business needs andThorough assessment of business needs andcurrent state.current state.• SEO professionals can help determine the mostSEO professionals can help determine the mostcost-effective methods of making needed sitecost-effective methods of making needed sitemodifications.modifications.• Professional PPC campaign management canProfessional PPC campaign management cangreatly increase ROI, and reduce startup costs.greatly increase ROI, and reduce startup costs.• Focus: Is search engine marketing really yourFocus: Is search engine marketing really yourcore business?core business?
  9. 9. Search Engine Marketing ProcessSearch Engine Marketing Process• Stage 1: Business AssessmentStage 1: Business Assessment• Stage 2: Keyword StrategyStage 2: Keyword Strategy• Stage 3: Pay-Per-ClickStage 3: Pay-Per-Click• Stage 4: Website OptimizationStage 4: Website Optimization• Stage 5: Link BuildingStage 5: Link Building• Stage 6: Tracking and RefinementStage 6: Tracking and Refinement
  10. 10. Business AssessmentBusiness Assessment• Key Business IssuesKey Business Issues• Establish Business GoalsEstablish Business Goals• Identify Key PlayersIdentify Key Players• Examine Current MetricsExamine Current Metrics• Conduct Site ReviewConduct Site Review• Keyword BrainstormingKeyword Brainstorming
  11. 11. Keyword StrategyKeyword Strategy• Search Term DiscoverySearch Term Discovery• Keyword MetricsKeyword Metrics• Assess RelevanceAssess Relevance• Search Term SelectionSearch Term Selection• Establish PrioritiesEstablish Priorities• Determine MethodsDetermine Methods
  12. 12. Pay Per ClickPay Per Click• Initial Keyword StrategyInitial Keyword Strategy• Develop Ad Copy and HeadlinesDevelop Ad Copy and Headlines• Testing PhaseTesting Phase• Add Negative MatchingAdd Negative Matching• Add Exact MatchingAdd Exact Matching• Track and RefineTrack and Refine
  13. 13. Website OptimizationWebsite Optimization• Map Keywords to ContentMap Keywords to Content• Site Structure and OrganizationSite Structure and Organization• Modify Page TemplatesModify Page Templates• SEO Copywriting and RewritesSEO Copywriting and Rewrites• Optimize Internal LinksOptimize Internal Links• Set Up Tracking SystemSet Up Tracking System
  14. 14. Link BuildingLink Building• Keyword Strategy ReviewKeyword Strategy Review• Directory SubmissionsDirectory Submissions• Press ReleasesPress Releases• Link PartnershipsLink Partnerships• Link-Based AdvertisingLink-Based Advertising• Affiliate ProgramAffiliate Program
  15. 15. Tracking & RefinementTracking & Refinement• For SEO, Begin at 2 monthsFor SEO, Begin at 2 months• For PPC, From Day 1For PPC, From Day 1• Identify Key Search TermsIdentify Key Search Terms• Identify Performance GapsIdentify Performance Gaps• Cost-Benefit AnalysisCost-Benefit Analysis• Refine StrategyRefine Strategy
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