NY State SBDC Staff Conf SEO PPC Session

The Art & Science of SEO/PPC
How creativity & math make money online.

Etela Ivkovic, GM, DragonSearch - @Etela
Josepf Haslam, Biz Dev, DragonSearch - @Josepf

5/18/2012 DRAGONSEARCH MARKETING I May 2012 1

97%
of online consumers research products & services
online before buying

Source: BIA/Kelsey Group, User View Wave VII, May 2010


Promise


What it looks like


Search Engine Marketing (SEM)
• Dominate is the Pay-Per-Click (PPC) model
• Advertisers do not pay to show ads
• Pay only for clicks on ads

• Google offers two options:

• (google.com/adwords)

• (google.com/awexpress)

• Other Search Engines such as Bing/Yahoo also offer PPC

5/18/2012 Some Graphics & content via Google DRAGONSEARCH MARKETING I May 2012 6

Other Online Advertising Types
• Platforms such as Facebook/LinkedIn
• Email Ads
• Video Ads
• Flash / DHTML Ads
• Advertorials
• On-site Sponsorship
• Display Ads
• Targeting Methods: Behavioral Targeting; Geo-
Targeting / Local Advertising; Contextual


How do AdWords & AdWords Express work?

clothing boutique brooklyn

Your Website

5/18/2012 Graphics & content via Google DRAGONSEARCH MARKETING I May 2012 8

Advertisers pay This advertiser pays when
for clicks
someone clicks the ad

Graphics & content via Google

AdWords Express FAQ
• Question: How is this different from
AdWords? Answers:
• AdWords Express picks keywords and bids.
• No website required.
• Ads appear on Google and Google maps only.
• Ads are text only.
• Express uses a monthly budget (AdWords has a daily budget).
• Question: How is this the same as AdWords?
Answers:
• Advertisers write ads.
• Advertisers pay only for clicks.
• No startup or cancellation fees, no minimum commitment.

google.com/awexpress

What is Google Analytics?
• A free, easy-to-use web analytics tool
• Provides reports showing how visitors found your website, and
what they did when they got there
• Measures the effectiveness of your online and offline marketing
campaigns
• You STILL may need to build a Marketing ROI Dashboard to
integrate offline channels!!!

www.google.com/analytics


What answers can Google Analytics
Where are visitors
provide?
coming from?
What keywords did
they use?

Am I creating
effective content?

Where are visitors
abandoning my
shopping cart?

How can I improve
site interaction?

26

Set goals and track performance


Google Insights for Search
View what the world is searching for and gain insights for your business


Applying Insights to predict product sales
Compare interest between states or regions:

• What type of jeans should a Wyoming retailer stock?
• What about Oklahoma?


Evolution


0: Self Published Indexes/Directories
1: Human Published SERPs (Yahoo)
2: Counting Words on a Page (Altavista/Lycos)
3: Counting Words & External Links (Google)
4: PageRank as “Voting” with Links (Google/Bing)
5: Social Voting, Site Authority, Awesome content,
Citations, Connectedness


Step back


Why


• 71% to 83% of people use “Reviews” to influence Purchase
decisions

• 80% will change a decision based on Negative Reviews
Graphic Source: http://www.brafton.com/infographics/why-content-for-seo


BUT, does Social Media make Bottom-line
Business Sense?!?!?!

• A study of 56 billion impressions, 2.7
billion clicks and $13 billion in revenue
concludes that inclusion of Social Media
increases revenue 84% over natural
search alone.


What is SEO?
• Search Engine Optimization is the Art &
Science of helping your site be found (rank
higher) in Organic/Natural (nonpaid) Search
Results.
• SEO is a process & a mindset!
• SEO is comprised of 3 basic focus areas:


Optimization
It all begins with Search Phrases (keywords)!

The 3 legged stool of SEO

1. Site Code
2. Site Content
3. External Backlinks –
which are becoming External Signals!


Take a deep breath
• Website is posted, linked to, or updates it’s
content
• Search Engine “spider” or “bot” crawls the page
• Skims URL, page titles, meta data, text, images &
other content
• Follow links: counts in/out
• Indexes content, keywords, SEMANTICS
• “Weighs” the page relative to others for
relevancy


Mythical Beast Example

Image copyright: public domain


Research

– Body Text here
– Body Text here
– This is a test
– 123


Focus
Rumplestiltskin

Big Bad Wolf

Cinderella Sleeping Beauty

Mother Goose


Short Head – Long Tail

Beast

Mythical Beast

Mythical New York Beast
Mythical New York Subway Beast


Think in neighborhoods


Doing Things the Right Way


<h1>My Top Header</h1>

<p>A bunch of paragraph text</p>

<h2>A Secondary Header</h2>

<p>And a lot more paragraph text</p>

<h3>A Tertiary Header</h3>

<p>And perhaps some more text</p>

<p>A List:</p>

<ul>
<li>A list item</li>
<li>Another list item</li>
<li>Yet another list item</li>
</ul>

<p>And this is a <a
href="http://mylink.com">LINK </a></p>

The Back Link Portfolio

High
Special Sites

Easy Difficult

Low
Directories


SEO-NATURAL SEARCH
SEO Natural Search
OLD SCHOOL
NEW SCHOOL

SHORT HAND OPTIMIZATION BROADER LONG TAIL
(keyword stuffing as well)

Fueled
BACKLINKS
Reciprocal Linking
RELATIONSHIPS by
including Backlinks &
(many times purchased)
Social Signals! Social
Connection relevance Media
secondary
RELEVANT CONNECTIONS


Virtuous Circle of Social Media for SEO


• Search link:www.mywebsite.com
• Use Google Webmaster Tools


Q & A!
Any and all questions entertained!

Josepf Haslam, Etela Ivkovic |
DragonSearch.net/blog
Josepf@dragonsearch.net |
Twitter: @Josepf
Eta@dragonsearch.net |
Twitter: @Etela


Thank You!
Josepf Haslam, Etela Ivkovic | DragonSearch.net/blog
Josepf@dragonsearch.net | Twitter: @Josepf
Eta@dragonsearch.net | Twitter: @Etela

Social Marketology
Release date: June 2012

Available Pre-order on Amazon!


NY State SBDC Staff Conf SEO PPC Session

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