Seminar Search Engine Marketing

Search Engine Marketing
Kathy Hokunson
Regional Sales Manager,
Site-Seeker, Inc.

Search engine marketing
From Wikipedia, the free encyclopedia
Jump to: navigation, search
What is Search Engine Marketing (SEM):
PPC, SEO & Social Media?
Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]

Search Engine Marketing (SEM)
Is a form of internet marketing seeking to promote websites by seeking to improve their visibility in search engine results pages (SERP’s).
In 2006 North American advertisers spent 9.4 billion on SEM, a 62% increase of the prior year and a 750% increase over 2002.

Pay-Per-Click
An Internet advertising strategy used on search engines, advertising networks, and content websites, such as blogs, where advertisers bid on keywords to achieve ad placement.

Search Engine Optimization (SEO)
The process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results.

Social Media
Social media is content created by people using highly accessible and scalable publishing technologies.

Pay-Per-ClickPPC

Basic PPC Structure

Search Engine OptimizationSEO

Search engine marketing
From Wikipedia, the free encyclopedia
Jump to: navigation, search
Let’s define SEO a little more . . .
Search Engine Optimization or SEO is a multi – phase process. To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion.
PHASE 1: Website Structure – Navigation, Organization of Code and Link Structure, xml sitemap, robots.txt, Tags: Title, Header, Keyword, Description, Alt Img
Content – Keyword Research, Content Rewrite (keyword density etc)
Analytics – install or verify GA, establish conversion funnels
PHASE 2: Inbound Linking - Research and develop inbound links
Create Authority - Create Content Pages for Social Media, Micro sites, 301 redirects for alternate domains, vertical search
Ongoing – SEO Efforts are fluid and ongoing process, touching and addressing all items listed above as well. Also addressing website performance, strengths and weaknesses as indentified in GA reporting.
SEO is NOT a one time service. SEO is an ongoing process that requires the provider to monitor for cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success.
Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]

Keyword Research – Step 1
What products or services do you want to be found for?
How do your prospects and clients refer to those product or services?
What are the key phrases that make that prospect a qualified buyer – think longer phrases that are more precise

Competitive Research – Step 2
Who are your competitors
What keywords are they using
What keywords are they being found for
Where do they get their inbound links from

Establish baseline & benchmarks – Step 3
What keywords do you want to measure your position for
What do you want to measure for effectiveness
RFQ’s, Phone calls, Increased traffic, position
Establish Conversion Funnels and measure what is important to you.

Defining & Measuring Success
Metrics:
Google Analytics, establish baseline for
overall traffic and report against it.

Metrics:
Google Analytics, monitor and measure effectiveness of important pages.

Metrics:
Google Analytics, monitor and measure effectiveness of important keywords.

Top 10 Search Terms
“Gear Manufacturer” and “Spur Gears” are now your largest search term.

Social MediaWhy is it important to SEO?

13 hours : The amount of video uploaded to YouTube every minute
412.3 years: The amount of time it would take to watch every video on YouTube
100,000,000: The amount YouTube videos watched every day
1382%: The monthly growth rate of twitter users January – February 2009
3,000,000: The average number of tweets on twitter.com every day
5,000,000,000: The number of mins. spent on facebook every day

Social Media is:
Public Relations
Customer Service
Loyalty Building
Collaboration
Networking
Customer Acquisition

Establishing Credibility with Social Media
Create Accounts (Name Claim)
Grow Networks
Lead Discussion
Become the Expert
Participate in Discussion
Create Content
Distribute Content

How to Distribute Your Blog
Email Campaign
Other (links)…
Twitter
Blog Posts
Social Bookmarking Sites
Facebook
LinkedIn
Other Blogs

Social Media Sites

Who uses Linkedin & Why?
Business professionals
LinkedIn promotes:
business intelligence, business development, and
the creation of business relationships

Your Personal Linkedin Profile
Create your account
Build your personal online profile
Summarize your professional expertise
Outline your accomplishments
Link to your corporate website
Use the standardized corporate name, not “My Company”
Establish connections
Find people you know who are Linkedin
Invite people you know who are not Linkedin
Request Recommendations
Giving gets
Join relevant groups
Engage in the conversations – be consistent
Update your status regularly to promote events, etc.
Kathy Hokunson Linkedin Profile

Twitter is a free social networking and
micro-blogging service that enables its users to send and read other users' updates known as tweets. Tweets are text-based posts of up to 140 characters, displayed on the user's profile page and delivered to other users who have subscribed to them
(known as followers).
From:
Wikipedia

2
4
3
1
Automatic
Promotional
Informational
Personal
„Fresh bread just out of oven now“
„What has your attention?“(„What are you doing?“)
„What are you missing?“
„What‘s the latest news (about that company)?“
Business Uses
Business Uses
Business Uses
Business Uses
PR / Corporate communications
Demonstrate expertise by sharing knowledge
Data Push and Automated Interaction with Customers / Customer Systems
Channel for new form of promotion
Organise / Promote Events
Monitoring & Customer Service
Market research
Emotional bondB2C, B2E, E2E
Types of Twitter Communication

We asked a question . . . .
We got an answer . . .

We wanted people to know . . .
And it worked !
TRAFFIC: 195 Clicks

Where to Start
Don’t get overwhelmed – you don’t need to do it all
Focus on areas where your clients and prospects engage
Start simple & make it effective
Once you are comfortable in one, try another

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Seminar Search Engine Marketing

by Kathy Hokunson

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