Search mktgoverview westportlibrary-2.2014

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Overview of Search Engine Marketing

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Search mktgoverview westportlibrary-2.2014

  1. 1. Search Engine Marketing Search Engine Overview Organic Search Paid Search Local /Social Search Google Analytics
  2. 2. Search Smart Marketing www.isearchsmart.com 400 Columbus Avenue Valhalla, NY 10595 914.432.3083 • Started Internet Career in 1994 • The Journal News • Online Marketing Director, 1996 – 2000 • Launched first web sites • Wahlstrom Group, Stamford 2000 - 2006 • IPG Company ▫ VP, Managing Director Interactive Media • Search Smart Marketing • Launched 2006 • Adjunct Professor, Fordham University 243 Tresser Blvd. Stamford, CT 06901 914.883.1506
  3. 3. Search Smart Marketing www.isearchsmart.com 400 Columbus Avenue Valhalla, NY 10595 914.432.3083 Clients include: First Capital Corporation AutoNation CBS New York Invisalign Braces Westchester County Association Stark Office Suites Digiscribe Intl Green Chimneys RTK Environmental NERAK Systems Clubs Galore 243 Tresser Blvd. Stamford, CT 06901 914.883.1506
  4. 4. Search Engine Marketing (SEM) Overview “ …the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization (both on-page and offpage) as well as through advertising (paid placements, contextual advertising )” - Wikipedia
  5. 5. Search Engines Audience Share Google Share: Approximately 67% Audience Share by Engine Google Yahoo MSN AOL Ask
  6. 6. Search Engine Marketing (SEM) Overview A strategic, integrated approach to marketing via Search sites. 1. Search Engine Optimization (SEO) – “Organic” or “Unpaid” Search Algorithmic, crawler-based search approach Website Content, Architecture, Coding, Links, Web “footprint”, Authorship 1. Pay-per-Click (PPC) – Paid Search Keyword position control, result-oriented Bid for Position, Pay-per-Click Syndication Networks – Google, Bing Brand Protection, Message/Position Control 2. Local /Social Search Local Profiles – ex. Google+ Directory Citations Review Management Intersection with Social Media
  7. 7. The Evolution of Search Engines
  8. 8. The Evolution of Search Engines: Universal Search 2007 Video News Wikipedia Images
  9. 9. Universal Search: changing our page scanning patterns Source: Enquiro Research, August 2007
  10. 10. Search Engine Optimization Overview
  11. 11. Search Engine Optimization – Success Criteria
  12. 12. Keywords: Search “DNA” • • • • Determine 3-5 top phrases for your entire site Determine 2-3 top phrases for each page “Westchester NY accountant” is better than “accountant” Go with your gut but do your research…
  13. 13. Keyword Research Tools • Google Keyword Planner • SEO Book • http://tools.seobook.com/keyword-tools/seobook/ • WordTracker.com – • https://freekeywords.wordtracker.com • Wordstream.com – • http://www.wordstream.com/keywords
  14. 14. SEO Coding: Page Titles • • • • • Every page should have a unique title built around target term and content for that page No more than 55 characters Important keywords at the beginning Keep it short, attractive and enticing. Will often be used as the page’s bookmark
  15. 15. SEO Coding: Meta Descriptions • • • • • Every page should have a unique description built around target term and content for that page No more than 175 characters Incorporate important keywords Entice searcher to read & click Will often be used as the listing’s snippet
  16. 16. Website Copy • No text graphics • Users come first • Descriptive • Location, location, location. • PHRASES not WORDS • Plural, tenses, ings, etc.
  17. 17. Help for the “Dumb” Search Engine No keyword phrases Keyword phrases that make sense
  18. 18. Links: A Deciding Factor • More difficult for web site owners to manipulate links than their own pages • Major component of Google, also used by nearly everyone else, to some degree • A few links from quality sites are better than hundreds of links from bad sites • Provide a reason for linking; report, data, free giveaway, etc. • Social Signals!
  19. 19. What Do Search Engines Want? RELEVANCY: They want to return quality content/sites that are most relevant to the searchers query. This is determined by: • Content – theme/topic, page text, coding, navigation, alt tags, etc. • Site Performance – does it load quickly? Can spiders “crawl” the site • Site Authority – Do other sites link to it? It is being discussed in Social circles? • User Data – do visitors stay long? How many pages do they visit? Do they return? • Site History – has the domain been active long? Is it “clean”?
  20. 20. SEO Principles: Building Blocks
  21. 21. Periodic Table of SEO Factors
  22. 22. Paid Search: Google AdWords
  23. 23. Google Search Results Call Extensions Location Extensions Ad Extensions
  24. 24. AdWords Interface
  25. 25. Benefits of Pay-per-Click 1. Pay-per-Click (PPC) – Paid Search Quick Results Budget Control Directly affect Ranking Syndication Network: NY Times AOL Ask Thousands of others Great for Testing; Online focus group Brand Protection Measurable!
  26. 26. Disadvantages of Pay-per-Click 1. Pay-per-Click (PPC) – Paid Search Keyword prices Up to $25 - $50 Cost-per-Click (CPC) in some categories Average CPC: $2.50 - $4.00 Google Avg. CPC is $0.35; skewed by Amazon, eBay, etc. Average CPC down 5% - 10%; Google Enhanced likely to change that Need to commit fair budget/campaign trial time Requires ongoing attention; “set it & forget it” is a recipe for failure Google defaults make money only for Google Buyer Beware: unprofessionalism is widespread Misleading promises Marketer should own accounts
  27. 27. Local Search: The Evolution
  28. 28. Local Search: Why is it Important?
  29. 29. Local Search: Why is it Important?
  30. 30. Organic/Paid vs. Local Search • Location, location, location • Organic/Paid search = “the what” – Nike running shoes • Local Search/Paid Search = “the what” & “the where” – Nike shoe store White Plains
  31. 31. Local Search: SEO
  32. 32. Local Search: Reviews
  33. 33. Google+ Page
  34. 34. Local Search: SEO
  35. 35. Local Search: Reviews
  36. 36. What is a Citation? A citation is a mention of your business on the web, typically in the format of Name, Address, and Phone number. This is called your NAP.
  37. 37. Conflicting Data Causes Confusion at Google Primary listing
  38. 38. 2013 Local Search Harmful Ranking Factors
  39. 39. Listing Resources
  40. 40. Listing Resources
  41. 41. Keys to Local Success • SEO - Location Keyword In Title Tag And H1 Tag • NAP - business name, address and phone number. • Local Phone Number • Claim Your Citations • High Quality Backlinks • Links From Local Websites • Google+ Local Page • Reviews • Mobile
  42. 42. Search Marketing: Measuring Success with Google Analytics
  43. 43. Analytics Code
  44. 44. Analytics Tracking: Tag Everything! • What ▫ Pay-Per-Click (CPC) ▫ Email ▫ Social Buttons, Posts ▫ Display • How ▫ AdWords Auto-Tagging ▫ Tracking URL Generator SEARCH: Google Analytics Tracking URL Builder http://support.google.com/analytics/answer/1033867?hl=en
  45. 45. Reviewing Your Data – Report #1
  46. 46. Reviewing Your Data – Report #2
  47. 47. Reviewing Your Data – Report #3
  48. 48. Reviewing Your Data – Report #4
  49. 49. Reviewing Your Data – Report #5
  50. 50. Google Webmaster Tools • • • Diagnose potential problems – Crawl info – Website content See how your site performs – Top queries – Indexing information Share info with Google about your site – Submit a Sitemap file

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