Search Engine Marketing<br />Kathy Hokunson<br />Regional Sales Manager,<br />Site-Seeker, Inc.<br />
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />What is Search En...
Search Engine Marketing (SEM)<br />Is a form of internet marketing seeking to promote websites by seeking to improve their...
Search Engine Optimization (SEO)<br />The process of improving the volume and quality of traffic to a website from search ...
Social Media<br />Social media is content created by people using highly accessible and scalable publishing technologies.<...
Pay-Per-ClickPPC<br />
Basic PPC Structure<br />
Search Engine OptimizationSEO<br />
Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />Let’s define SEO ...
Keyword Research – Step 1<br />What products or services do you want to be found for?<br />How do your prospects and clien...
Competitive  Research – Step 2<br />Who are your competitors<br />What keywords are they using<br />What keywords are they...
Establish baseline & benchmarks – Step 3<br />What keywords do you want to measure your position for<br />What do you want...
Defining & Measuring Success <br />Metrics: <br />Google Analytics, establish baseline for <br />overall traffic and repor...
Defining & Measuring Success <br />Metrics: <br />Google Analytics, monitor and measure effectiveness of important pages.<...
Defining & Measuring Success <br />Metrics: <br />Google Analytics, monitor and  measure effectiveness of important  keywo...
Top 10 Search Terms<br />“Gear Manufacturer” and “Spur Gears” are now your largest search term.<br />
Social MediaWhy is it important to SEO?<br />
© 2009 Site-Seeker, Inc.<br />
© 2009 Site-Seeker, Inc.<br />
	13 hours : 	The amount of video uploaded to YouTube every minute<br />	412.3 years: 	The amount of time it would take to ...
© 2009 Site-Seeker, Inc.<br />Social Media is:<br />Public Relations<br />Customer Service<br />Loyalty Building<br />Coll...
© 2009 Site-Seeker, Inc.<br />
Establishing Credibility with Social Media<br />Create Accounts (Name Claim)<br />Grow Networks<br />Lead Discussion<br />...
How to Distribute Your Blog<br />Email Campaign<br />Other (links)…<br />Twitter<br />Blog Posts<br />Social Bookmarking S...
Social Media Sites<br />
© 2009 Site-Seeker, Inc.<br />Who uses Linkedin & Why?<br /><ul><li>Business professionals
LinkedIn promotes:
business intelligence, business development, and</li></ul>					the creation of business relationships<br />
Your Personal Linkedin Profile<br /><ul><li>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”
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Seminar Search Engine Marketing

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On overview of what Social Media is and the importance it plays in business today.

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  • So far we have covered traditional marketing methods, some social media and what are the key components of an effective website and what can happen when a well designed website engages your prospects. Now let’s talk about how we are going to drive traffic to your webstie.
  • Traditional advertising strategies included advertising in industry relevant trade journals, customer promotional campaigns, Tradeshows, PR – pushing our success stories into the market place. It was all about Push. Now there is a shift in the buying cycle. Prospects and Clients now have more control of the sales cycle. They don’t engage you in the process until they have done their research and by the time they call you they are more educated and know about your company. This was clearly illustrated earlier in the segment on websites & ROI
  • Currently our use of the internet far out strips what businesses are spending in that arena. That gap is significant. Our prospects and clients are on line 41% of their time yet businesses are only spending 6% if their marketing dollars online. A lot of opportunity exists for those businesses that engage now.
  • While earlier I mentioned that our prospects and clients have more control of the buying process or buying cycle, as businesses we now have the ability to drop our websites right in their lap at the moment they search for what we sell or the M O R – moment of relevance
  • Lift in online conversions for most of you in the audience is request for information, request for quote or phone calls driven by information on your website.
  • Okay so here’s the thing – no matter where you spend your marketing dollars you need to understand and know its effectiveness. Measurable, ROI and flexibility – these are the key components of why paid search can be a very effective marketing vehicle.
  • We talk a lot about Google, why??? Google is the man. They set the standard for search. Currently the process 70% of all searches worldwide – 78% of all B2B searches. And why do they have so much market share because of the results they deliver for the their organic search. They are relevant to what we asked for.
  • Here is a typical Search Engine Results Page or SERP, Highlighted in red or the PPC or Sponsored listings
  • Okay so we have created our account, our campaigns, our ad groups and our ads – no how do we get to the top?? Again for google it is all about relevance. Google has applied relevance to its sponsored listings as well. Now adword campaigns have a quality score. Your quality score is based on how well the ad is written, how relevant and specific the landing page is and how many negative words have been employed. For example if you are a pump manufacturer and your pumps go in manufacturing facilities you want to be found for rotary displacement pumps or centrifugal pumps but you don’t want to be found for well pumps or fuel pumps to for you negative words would be fuel and well.
  • By a show of hands how many of you here believe that SEO is a one-time“Thing” that you do to your site?
  • A well balanced and full optimized program can saturate an SERP with your company’s information.
  • So far we have covered traditional marketing methods, some social media and what are the key components of an effective website and what can happen when a well designed website engages your prospects. Now let’s talk about how we are going to drive traffic to your webstie.
  • Transcript of "Seminar Search Engine Marketing"

    1. 1. Search Engine Marketing<br />Kathy Hokunson<br />Regional Sales Manager,<br />Site-Seeker, Inc.<br />
    2. 2. Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />What is Search Engine Marketing (SEM):<br />PPC, SEO & Social Media?<br />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]<br />
    3. 3. Search Engine Marketing (SEM)<br />Is a form of internet marketing seeking to promote websites by seeking to improve their visibility in search engine results pages (SERP’s).<br /><ul><li> In 2006 North American advertisers spent 9.4 billion on SEM, a 62% increase of the prior year and a 750% increase over 2002.</li></li></ul><li>Pay-Per-Click<br />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.<br />
    4. 4. Search Engine Optimization (SEO)<br />The process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results. <br />
    5. 5. Social Media<br />Social media is content created by people using highly accessible and scalable publishing technologies.<br />
    6. 6. Pay-Per-ClickPPC<br />
    7. 7.
    8. 8.
    9. 9.
    10. 10.
    11. 11.
    12. 12.
    13. 13.
    14. 14. Basic PPC Structure<br />
    15. 15.
    16. 16. Search Engine OptimizationSEO<br />
    17. 17. Search engine marketing<br />From Wikipedia, the free encyclopedia<br />Jump to: navigation, search<br />Let’s define SEO a little more . . .<br />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.<br />PHASE 1: Website Structure – Navigation, Organization of Code and Link Structure, xml sitemap, robots.txt, Tags: Title, Header, Keyword, Description, Alt Img<br />Content – Keyword Research, Content Rewrite (keyword density etc)<br />Analytics – install or verify GA, establish conversion funnels<br />PHASE 2: Inbound Linking - Research and develop inbound links<br />Create Authority - Create Content Pages for Social Media, Micro sites, 301 redirects for alternate domains, vertical search<br />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.<br />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.<br />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]<br />
    18. 18.
    19. 19. Keyword Research – Step 1<br />What products or services do you want to be found for?<br />How do your prospects and clients refer to those product or services?<br />What are the key phrases that make that prospect a qualified buyer – think longer phrases that are more precise<br />
    20. 20. Competitive Research – Step 2<br />Who are your competitors<br />What keywords are they using<br />What keywords are they being found for<br />Where do they get their inbound links from<br />
    21. 21. Establish baseline & benchmarks – Step 3<br />What keywords do you want to measure your position for<br />What do you want to measure for effectiveness<br />RFQ’s, Phone calls, Increased traffic, position<br />Establish Conversion Funnels and measure what is important to you.<br />
    22. 22. Defining & Measuring Success <br />Metrics: <br />Google Analytics, establish baseline for <br />overall traffic and report against it.<br />
    23. 23. Defining & Measuring Success <br />Metrics: <br />Google Analytics, monitor and measure effectiveness of important pages.<br />
    24. 24. Defining & Measuring Success <br />Metrics: <br />Google Analytics, monitor and measure effectiveness of important keywords.<br />
    25. 25.
    26. 26. Top 10 Search Terms<br />“Gear Manufacturer” and “Spur Gears” are now your largest search term.<br />
    27. 27. Social MediaWhy is it important to SEO?<br />
    28. 28.
    29. 29.
    30. 30.
    31. 31.
    32. 32. © 2009 Site-Seeker, Inc.<br />
    33. 33. © 2009 Site-Seeker, Inc.<br />
    34. 34. 13 hours : The amount of video uploaded to YouTube every minute<br /> 412.3 years: The amount of time it would take to watch every video on YouTube<br /> 100,000,000: The amount YouTube videos watched every day<br /> 1382%: The monthly growth rate of twitter users January – February 2009<br /> 3,000,000: The average number of tweets on twitter.com every day<br /> 5,000,000,000: The number of mins. spent on facebook every day<br />
    35. 35. © 2009 Site-Seeker, Inc.<br />Social Media is:<br />Public Relations<br />Customer Service<br />Loyalty Building<br />Collaboration<br />Networking<br />Customer Acquisition<br />
    36. 36. © 2009 Site-Seeker, Inc.<br />
    37. 37. Establishing Credibility with Social Media<br />Create Accounts (Name Claim)<br />Grow Networks<br />Lead Discussion<br />Become the Expert<br />Participate in Discussion<br />Create Content<br />Distribute Content<br />
    38. 38. How to Distribute Your Blog<br />Email Campaign<br />Other (links)…<br />Twitter<br />Blog Posts<br />Social Bookmarking Sites<br />Facebook<br />LinkedIn<br />Other Blogs<br />
    39. 39.
    40. 40. Social Media Sites<br />
    41. 41.
    42. 42. © 2009 Site-Seeker, Inc.<br />Who uses Linkedin & Why?<br /><ul><li>Business professionals
    43. 43. LinkedIn promotes:
    44. 44. business intelligence, business development, and</li></ul> the creation of business relationships<br />
    45. 45. Your Personal Linkedin Profile<br /><ul><li>Create your account
    46. 46. Build your personal online profile
    47. 47. Summarize your professional expertise
    48. 48. Outline your accomplishments
    49. 49. Link to your corporate website
    50. 50. Use the standardized corporate name, not “My Company”
    51. 51. Establish connections
    52. 52. Find people you know who are Linkedin
    53. 53. Invite people you know who are not Linkedin
    54. 54. Request Recommendations
    55. 55. Giving gets
    56. 56. Join relevant groups
    57. 57. Engage in the conversations – be consistent
    58. 58. Update your status regularly to promote events, etc.</li></ul>Kathy Hokunson Linkedin Profile<br />
    59. 59. Twitter is a free social networking and <br />micro-blogging service that enables its users to send and read other users&apos; updates known as tweets. Tweets are text-based posts of up to 140 characters, displayed on the user&apos;s profile page and delivered to other users who have subscribed to them <br />(known as followers).<br />From:<br />Wikipedia<br />
    60. 60. 2<br />4<br />3<br />1<br />Automatic<br />Promotional<br />Informational<br />Personal<br />„Fresh bread just out of oven now“<br />„What has your attention?“(„What are you doing?“)<br />„What are you missing?“<br />„What‘s the latest news (about that company)?“<br />Business Uses <br />Business Uses <br />Business Uses <br />Business Uses<br /><ul><li>PR / Corporate communications
    61. 61. Demonstrate expertise by sharing knowledge
    62. 62. Data Push and Automated Interaction with Customers / Customer Systems
    63. 63. Channel for new form of promotion
    64. 64. Organise / Promote Events
    65. 65. Monitoring & Customer Service
    66. 66. Market research
    67. 67. Emotional bondB2C, B2E, E2E</li></ul>Types of Twitter Communication<br />
    68. 68. We asked a question . . . .<br />We got an answer . . .<br />
    69. 69. We wanted people to know . . .<br />And it worked !<br />TRAFFIC: 195 Clicks<br />
    70. 70. Where to Start<br /><ul><li>Don’t get overwhelmed – you don’t need to do it all
    71. 71. Focus on areas where your clients and prospects engage
    72. 72. Start simple & make it effective
    73. 73. Once you are comfortable in one, try another</li></li></ul><li>Panel DiscussionWebsite AuditsQ&A<br />

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