Donuts and
Search Marketing!
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Pure Visibility at a Glance
Uniquely Qualified: TM TM
• World-wide leaders; one of
first 100 certified in AdWords
• Only dual certified company in
Ohio and Michigan
• Contributor to respected
O’Reilly publishing
• Lots of happy, growing clients!
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Happy Clients
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What Our Clients are Saying
"I wanted to let you know how thrilled we were with the work Pure Visibility did for us. Our total
traffic is up 29% in the short time since we began implementing the changes he suggested. We
have nothing but good things to say about you guys."
Lawrence G. Lazare, Web Site and Usability Manager
Techstreet/Thomson Reuters
“Thank you, Pure Visibility, for helping Accuri raise its profile on the Internet and guiding us in
improving our effectiveness in connecting with potential customers in a cost-effective way!”
Jen Baird, President & CEO
Accuri Cytometers, Inc.
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What We’ll Cover
• Introductions
• Internet marketing strategy overview
• Components of Internet marketing
– Search Engine Optimization
– Paid Search
– Universal Search
– Social Media
– Analytics
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Introductions
• Who are you?
• Where do you work and what do you do?
• What brings you here today?
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You’re a Storyteller!
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Determining Your Internet Strategy
• Questions to ask:
– What is your story?
– Who is your audience?
– What makes you distinctive to them?
– How will you convey what makes you unique?
– Where can your audience be found online?
– How will you measure success?
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Search Engines Help Customers Find You
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Your Website Helps Customers Buy You
• The key to a good website is to address the needs of your
potential customers, with language they understand.
– Organize your site around the way they understand their
problems, not the way your business works.
– Explicitly state why customers should choose your product
over your competitors’.
– Use good web writing practices - keep it simple, concise,
and scannable!
– Make the close - be sure to include a call to action!
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Search Engine Optimization
• SEO is about surfacing what your website is about—who you
are and why someone should buy your product or service.
– Thoughtful keyphrase selection
– Targeted content with active editorial oversight
– Solid site structure
– Good coding practices
– Links to your site from *reputable* sites
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Listen to Google’s Words of Wisdom
http://www.google.com/support/webmasters/bin/answer.py?answer=70897&hl=en
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Keyword Trends Research
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Choosing Your Words Based on Interest
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Google’s Tool: http://www.google.com/sktool/#
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Related Keyword Research
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What Should You “Own Page One” For?
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Search Engine Optimization
• SEO is about surfacing what your website is about—who you
are and why someone should buy your product or service.
– Thoughtful keyphrase selection
– Targeted content with active editorial oversight
– Solid site structure
– Good coding practices
– Links to your site from *reputable* sites
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SEO is... Content, Content, Content!
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Search Engine Optimization
• SEO is about surfacing what your website is about—who you
are and why someone should buy your product or service.
– Thoughtful keyphrase selection
– Targeted content with active editorial oversight
– Solid site structure
– Good coding practices
– Links to your site from *reputable* sites
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Strong Title and Meta Description
Titles count heavily in rankings and your Meta
Description Tag tells visitors why to visit.
Use Site Maps to Tell the Robots Where to Go
In addition to a Sitemap for visitors, the
Sitemap.xml guides search engines when they
index your site.
Optimized Coding Style Exposes Content
<h1>Tag</h1> highly searched for phrases and use Cascading
Style Sheets (CSS) to optimize your source code to expose to
search engine crawlers.
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A Few More SEO FUNdamentals
• Make sure the text on your pages includes the same words
you’re targeting in the title.
• When you make links within your website, the text in those
links should use the words that the destination page is about.
(In other words, don’t use “click here”.)
• Request links from other, reputable sites.
• Generate content that will “earn” you links naturally - like
press releases!
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There’s Even a Checklist!
http://www.google.com/webmasters/checklist/ TM

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Pay Per Click Anyone?
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Example: Michigan PreStain
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Sample Landing Page
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Paid Search: The FAST Way to the Top!
• Paid search advertising
lets you bid for position in
the search results. A few
best practices:
– Repeat the user query
– State a benefit
– Include a call to action
– Use a relevant landing
page in Display and
Destination URL
– Be tempting!
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Start Thinking About Universal Search
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Start Exploring Relevant Social Media
Social Networks Discussion
Forums
Blogs Facilitation
Social
Bookmarking
Podcast
News
Videos
Sharing
Microblogging Moderation
Event
Sharing
Photo Sharing
Presentation
Sharing
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Measure Success!
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Who Are These People? What Do They Want?
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Listen...What is Your Site Telling You?
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What Are You Going to Remember Today?
– Search Engine Optimization
– Paid Search
– Universal Search
– Social Media
– Analytics
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Bonus: Links to View from the Discussion!
• Google Analytics: http://www.google.com/analytics/
• Google AdWords: http://www.google.com/adwords/
• Google Webmaster Tools: http://www.google.com/webmasters/
• Google Search Based Keyword Tool: http://www.google.com/sktool/#
• Video- TubeMogul: http://www.tubemogul.com/
• Customer Relationship Management - http://www.salesforce.com
• Local Search Listings: http://listings.local.yahoo.com/,
http://www.google.com/local/add,
https://ssl.bing.com/listings/BusinessSearch.aspx
• Directories: Yelp.com, Business.com, Yahoo -
– https://ecom.yahoo.com/dir/submit/intro/
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Bonus: Example of Local Search Listing
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Bonus: Note the Tabs - Get those Reviews!
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Thank You!
Catherine Juon Linda Girard
Co-Founder & Catalyst Co-Founder & Visionary
734.213.8100, x116 734.213.8100, x117
cjuon@purevisibility.com lgirard@purevisibility.com
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