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Saturday, August 18, 2007  Marketing on the Internet via Search Engine Marketing: What You Need to Know  Now Leslie Carrut...
Today’s Agenda <ul><li>Your Objectives </li></ul><ul><li>TSG Background / Philosophy </li></ul><ul><li>It’s all about your...
What do you want from today? <ul><li>? </li></ul>
Today’s Presenter:  Leslie Carruthers <ul><li>Ten years in Internet marketing, six years of Search Engine Marketing (SEM)....
The Search Guru: Our Philosophy and Approach <ul><li>Vision: To help people grow their businesses, be successful and make ...
The Search Guru <ul><li>Partial Client List:  </li></ul>
What is possible for your business: <ul><li>Brookstone.com: conversion rates doubled in a key product category through cop...
Bottom Line: How often does your website enable a profitable interaction? <ul><li>get people to call, or  </li></ul><ul><l...
Is your website working for you?  <ul><li>Success factors for online marketing:  </li></ul><ul><ul><li>more traffic and  <...
What is important for websites now? <ul><li>It is all about visibility and how to be found.  </li></ul><ul><ul><li>Search ...
Leaving sales on the table… <ul><li>Each time a search is performed in a major engine there are two possible outcomes: </l...
Spidering Search Engines
1. Always start with your business objectives. <ul><li>SEO as a marketing strategy only works if it helps your business me...
1. Always start with your business objectives. <ul><li>Protect your domain - follow best practices </li></ul><ul><li>Impro...
2. Assessing your website <ul><li>Age of your domain </li></ul><ul><li>Size of the site </li></ul><ul><li>Conversion flow ...
3. Set benchmarks <ul><li>What are you tracking now? </li></ul><ul><li>Benchmark reporting of current data </li></ul><ul><...
4. Identify your keyphrases <ul><li>Set a strong foundation for your SEO efforts </li></ul><ul><li>Don’t assume you know t...
5. Tactical level: implementing your SEO / SEM effort <ul><li>Natural / Organic optimization (SEO) </li></ul><ul><li>Pay P...
Paid Listings Organic Listings
5. Tactical level: implementing your Organic SEO effort <ul><ul><li>Making your website relevant for your prospects as wel...
5. Tactical level: implementing your SEO effort <ul><li>On page and off page factors are considered: </li></ul><ul><ul><li...
5. Tactical level: implementing your  SEM effort <ul><li>Immediate source of traffic </li></ul><ul><li>Pay only when someo...
Blogging: <ul><li>Develop a corporate personality  </li></ul><ul><li>Start a conversation with your audiences </li></ul><u...
Buzz Marketing: <ul><li>Get others talking about you = inbound links </li></ul><ul><li>Online Public Relations – develop r...
Conquering SEO scams - what not to do <ul><li>Beware, bad SEO can get you in trouble </li></ul><ul><ul><li>Submit your sit...
What to focus on: <ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul>
10 10 5
Key factors: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><ul><ul><li>...
The Power of the Title: 1st Conversion
Taking Title tags to the Next Level <ul><li>Current Title tag: </li></ul><ul><ul><li><title>Positive Perceptions, LLC - Ho...
Taking Title tags to the Next Level <ul><li>Possible Title tag: </li></ul><ul><ul><li><title>Image consultants / personal ...
Questions? <ul><li>What Not to Do </li></ul><ul><li>SERP Quantity </li></ul><ul><li>SERP Quality </li></ul><ul><li>Power o...
Key factors: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><ul><ul><li>...
Key factors: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><ul><ul><li>...
 
Content Findings: relevance 7 &quot;fees for personal shoppers&quot; 7 &quot;professional home organizers&quot; 7 &quot;im...
 
neworder.vpweb.com Business Services Individual services Small Business Services Home Office Services Other Custom Service...
neworder.vpweb.com Business Services Individual services Small Business Services Home Office Services Other Custom Service...
neworder.vpweb.com Business Services Individual services Small Business Services Home Office Services Other Custom Service...
neworder.vpweb.com Business Services Individual services Small Business Services Home Office Services Other Custom Service...
Moving down the Sales Cycle <ul><li>Capture traffic from niche keyphrases   </li></ul><ul><ul><li>Product, market and cate...
Questions? <ul><li>Importance of Text </li></ul><ul><li>Choice and Placement of Keyphrases </li></ul><ul><li>? </li></ul>H...
What is important now: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><u...
Website.com non-competing, related website non-competing, related website non-competing, related website non-competing, re...
Inbound link strategies: <ul><li>Blogs </li></ul><ul><li>Forums </li></ul><ul><li>Syndicated Content </li></ul><ul><li>Lin...
 
 
Anchor Text provides context for the link and is weighted by search engines Anatomy of a Link “ Forbes recommends Jill Han...
Writing anchor text <ul><li>Click here </li></ul><ul><li>or </li></ul><ul><li>Discover more about  image consulting for in...
What is important now: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><u...
What is important now: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><u...
<ul><li>Local Search </li></ul><ul><ul><li>Serving the neighborhood, region, Ohio and the Midwest </li></ul></ul>
Serving the Local Market: Local Search <ul><li>On every page: </li></ul><ul><ul><li>Local phone number (area code) </li></...
Serving the Local Market: Local Search <ul><li>Add a map and written directions to your location </li></ul><ul><li>Registe...
Resources: <ul><li>Ask.com guildelines:  http://about.ask.com/en/docs/about/editorial_guidelines.shtml </li></ul><ul><li>G...
Resources: <ul><li>Adwords blog:  http://www.adwords.blogspot.com/   </li></ul><ul><li>Yahoo! SEM blog:  http://www.ysearc...
Resources: <ul><li>Yahoo! SEM free keyphrase research tool:  http://inventory.overture.com/d/searchinventory/suggestion/  ...
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Search Engine Marketing Services: What You Need to Know Now

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Transcript of "Search Engine Marketing Services: What You Need to Know Now"

  1. 1. Saturday, August 18, 2007 Marketing on the Internet via Search Engine Marketing: What You Need to Know Now Leslie Carruthers President / CEO The Search Guru
  2. 2. Today’s Agenda <ul><li>Your Objectives </li></ul><ul><li>TSG Background / Philosophy </li></ul><ul><li>It’s all about your Business </li></ul><ul><li>Search Engine Optimization 101 </li></ul><ul><ul><li>Organic Search Do’s and Don’ts </li></ul></ul><ul><ul><li>Pay Per Click Search </li></ul></ul><ul><ul><li>Local Search </li></ul></ul>
  3. 3. What do you want from today? <ul><li>? </li></ul>
  4. 4. Today’s Presenter: Leslie Carruthers <ul><li>Ten years in Internet marketing, six years of Search Engine Marketing (SEM). </li></ul><ul><li>Trained by Heather Lloyd-Martin, pioneer of Search Engine Optimization (SEO) copywriting, and Detlev Johnson, a world-leading SEO technologist. </li></ul><ul><li>A skilled Webmaster and web developer </li></ul><ul><li>President of The Search Guru </li></ul>
  5. 5. The Search Guru: Our Philosophy and Approach <ul><li>Vision: To help people grow their businesses, be successful and make a difference. </li></ul><ul><li>Mission & Core Values </li></ul><ul><li>Understanding your business </li></ul>
  6. 6. The Search Guru <ul><li>Partial Client List: </li></ul>
  7. 7. What is possible for your business: <ul><li>Brookstone.com: conversion rates doubled in a key product category through copywriting over baseline data </li></ul><ul><li>ROI of 269% produced via natural/organic search campaign </li></ul><ul><li>81% increase in total monthly visitors over baseline data </li></ul><ul><li>72% increase in monthly search engine referrals over baseline data </li></ul><ul><li>1600% increase in visibility over baseline data </li></ul><ul><li>153% increase in inbound links over baseline data </li></ul>
  8. 8. Bottom Line: How often does your website enable a profitable interaction? <ul><li>get people to call, or </li></ul><ul><li>send an email, or </li></ul><ul><li>request a quote/proposal. </li></ul>
  9. 9. Is your website working for you? <ul><li>Success factors for online marketing: </li></ul><ul><ul><li>more traffic and </li></ul></ul><ul><ul><li>higher conversion. </li></ul></ul><ul><li>Success metrics for websites: </li></ul><ul><ul><li>making money and </li></ul></ul><ul><ul><li>saving money. </li></ul></ul>
  10. 10. What is important for websites now? <ul><li>It is all about visibility and how to be found. </li></ul><ul><ul><li>Search engines will control national and global marketing access. </li></ul></ul><ul><ul><li>Products and services will mainly be exposed by our websites. </li></ul></ul><ul><li>Not on the first few pages? Then no one will find you. </li></ul>
  11. 11. Leaving sales on the table… <ul><li>Each time a search is performed in a major engine there are two possible outcomes: </li></ul><ul><li>The searcher finds you or </li></ul><ul><li>the searcher finds your competitor . </li></ul><ul><li>Google alone fields over 91 million searches each day. </li></ul><ul><li>March 2006, based on comScore data </li></ul>
  12. 12. Spidering Search Engines
  13. 13. 1. Always start with your business objectives. <ul><li>SEO as a marketing strategy only works if it helps your business meet its objectives. </li></ul>
  14. 14. 1. Always start with your business objectives. <ul><li>Protect your domain - follow best practices </li></ul><ul><li>Improve your firm’s visibility on the internet </li></ul><ul><li>Protect / enhance your brand </li></ul><ul><li>Increased traffic to your website, increased sales and market share </li></ul><ul><li>Turn your web-site into a highly productive sales channel </li></ul>
  15. 15. 2. Assessing your website <ul><li>Age of your domain </li></ul><ul><li>Size of the site </li></ul><ul><li>Conversion flow </li></ul><ul><li>Usability </li></ul><ul><li>Accessibility </li></ul><ul><li>Technical issues </li></ul><ul><li>Products or lead generation </li></ul>
  16. 16. 3. Set benchmarks <ul><li>What are you tracking now? </li></ul><ul><li>Benchmark reporting of current data </li></ul><ul><li>Identify your success metrics </li></ul><ul><li>Set budgets </li></ul>
  17. 17. 4. Identify your keyphrases <ul><li>Set a strong foundation for your SEO efforts </li></ul><ul><li>Don’t assume you know the language of your prospects </li></ul><ul><li>Keyphrase Research provides market research you can apply to other areas of your business </li></ul><ul><li>Perform keyphrase research at last once a year </li></ul>
  18. 18. 5. Tactical level: implementing your SEO / SEM effort <ul><li>Natural / Organic optimization (SEO) </li></ul><ul><li>Pay Per Click campaigns (SEM) </li></ul><ul><li>Pay for Inclusion </li></ul><ul><li>Buzz Marketing </li></ul>
  19. 19. Paid Listings Organic Listings
  20. 20. 5. Tactical level: implementing your Organic SEO effort <ul><ul><li>Making your website relevant for your prospects as well as the search engine spiders </li></ul></ul><ul><ul><li>Search engines respond to your efforts – traffic not immediate </li></ul></ul>
  21. 21. 5. Tactical level: implementing your SEO effort <ul><li>On page and off page factors are considered: </li></ul><ul><ul><li>Keyphrases in title tag </li></ul></ul><ul><ul><li>Keyphrase use and placement in copy </li></ul></ul><ul><ul><li>Domain name & site architecture </li></ul></ul><ul><ul><li>html tags </li></ul></ul><ul><ul><li>Inbound links </li></ul></ul><ul><ul><li>Internal linking strategy </li></ul></ul><ul><ul><li>Navigation </li></ul></ul><ul><ul><li>Code development </li></ul></ul><ul><ul><li>Anchor text </li></ul></ul><ul><ul><li>History </li></ul></ul>
  22. 22. 5. Tactical level: implementing your SEM effort <ul><li>Immediate source of traffic </li></ul><ul><li>Pay only when someone clicks on your ad </li></ul><ul><li>Set budget by day, week and month </li></ul><ul><li>Highly targeted </li></ul><ul><li>Geo targeting (choose the cities / states that will see your ads) </li></ul><ul><li>Detailed ROI (Return on Investment) reporting by keyphrase </li></ul>
  23. 23. Blogging: <ul><li>Develop a corporate personality </li></ul><ul><li>Start a conversation with your audiences </li></ul><ul><li>More and more journalists use blogs / RSS (really simple syndication) when researching stories </li></ul><ul><li>Provide timely / cutting edge information </li></ul><ul><li>Grow your website </li></ul><ul><li>Blogs are Google’s golden child now </li></ul><ul><li>Blog postings rank! </li></ul>
  24. 24. Buzz Marketing: <ul><li>Get others talking about you = inbound links </li></ul><ul><li>Online Public Relations – develop relationships with influencers in your space </li></ul><ul><li>Attract the attention of media, prospects, influencers and more </li></ul><ul><li>Creates additional front doors to your web site </li></ul><ul><li>Helps drown out any possible negative press </li></ul>
  25. 25. Conquering SEO scams - what not to do <ul><li>Beware, bad SEO can get you in trouble </li></ul><ul><ul><li>Submit your site to 1,000 search engines </li></ul></ul><ul><ul><li>Guaranteed rankings </li></ul></ul><ul><ul><li>We know the search engine algorithms </li></ul></ul><ul><ul><li>We’ll get thousands of people to link to your site </li></ul></ul><ul><ul><li>Do-It-Yourself Syndrome </li></ul></ul>
  26. 26. What to focus on: <ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul>
  27. 27. 10 10 5
  28. 28. Key factors: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><ul><ul><li>Quality of listings on the Search Engine Results page (SERP). </li></ul></ul>
  29. 29. The Power of the Title: 1st Conversion
  30. 30. Taking Title tags to the Next Level <ul><li>Current Title tag: </li></ul><ul><ul><li><title>Positive Perceptions, LLC - Home</title> </li></ul></ul><ul><li>Includes branding </li></ul><ul><li>Opportunities: </li></ul><ul><ul><li>add keyphrases </li></ul></ul><ul><ul><li>add call to action </li></ul></ul><ul><ul><li>32 characters – 43 more to work with </li></ul></ul>
  31. 31. Taking Title tags to the Next Level <ul><li>Possible Title tag: </li></ul><ul><ul><li><title>Image consultants / personal stylist: choose Positive Perceptions today.</title> </li></ul></ul><ul><li>Includes 2 keyphrases </li></ul><ul><ul><li>“image consultants” (43 searches / day - Google) </li></ul></ul><ul><ul><li>“personal stylist” (12 searches / day - Google) </li></ul></ul><ul><li>Includes branding </li></ul><ul><li>Includes call to action </li></ul>
  32. 32. Questions? <ul><li>What Not to Do </li></ul><ul><li>SERP Quantity </li></ul><ul><li>SERP Quality </li></ul><ul><li>Power of the Title tag </li></ul><ul><li>? </li></ul>How are we doing? What do you see for yourself so far?
  33. 33. Key factors: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><ul><ul><li>Quality of listings on the Search Engine Results page (SERP). </li></ul></ul><ul><ul><li>Text is important for spiders </li></ul></ul>
  34. 34. Key factors: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><ul><ul><li>Quality of listings on the Search Engine Results page (SERP). </li></ul></ul><ul><ul><li>Text is important for spiders </li></ul></ul><ul><ul><li>Keyphrase use and placement is critical </li></ul></ul>
  35. 36. Content Findings: relevance 7 &quot;fees for personal shoppers&quot; 7 &quot;professional home organizers&quot; 7 &quot;image management&quot; 8 &quot;personal stylists&quot; 9 &quot;color consultant&quot; 12 &quot;what does an image consultant do&quot; 12 &quot;fashion consultant&quot; 12 &quot;personal stylist&quot; 12 &quot;personal shoppers&quot; 12 &quot;personal branding&quot; 13 &quot;wardrobe consultants for young teens&quot; 13 &quot;image management approach&quot; 37 &quot;image consultant&quot; 41 &quot;personal shopper&quot; 43 &quot;image consultants&quot; 45 &quot;image consulting&quot; 139 &quot;personal shopping&quot; No. of searches / 24Hrs in Google Keyword
  36. 38. neworder.vpweb.com Business Services Individual services Small Business Services Home Office Services Other Custom Services Bill Paying Services Tailored To Your Business Tailored To Your Business Time Management Maintenance System Strategies Computer Training Tailored To Your Business Filing Systems QuickBooks, Peachtree, etc. Custom Systems Process Audit Additional service
  37. 39. neworder.vpweb.com Business Services Individual services Small Business Services Home Office Services Other Custom Services Bill Paying Services Tailored To Your Business Tailored To Your Business Time Management Maintenance System Strategies Computer Training Tailored To Your Business Filing Systems QuickBooks, Peachtree, etc. Custom Systems Process Audit Additional service
  38. 40. neworder.vpweb.com Business Services Individual services Small Business Services Home Office Services Other Custom Services Bill Paying Services Tailored To Your Business Tailored To Your Business Time Management Maintenance System Strategies Computer Training Tailored To Your Business Filing Systems QuickBooks, Peachtree, etc. Custom Systems Process Audit Additional service
  39. 41. neworder.vpweb.com Business Services Individual services Small Business Services Home Office Services Other Custom Services Bill Paying Services Custom Systems Process Audit Time Management Maintenance System Strategies Computer Training Additional service Filing Systems QuickBooks, Peachtree, etc.
  40. 42. Moving down the Sales Cycle <ul><li>Capture traffic from niche keyphrases </li></ul><ul><ul><li>Product, market and category pages present tremendous opportunities for increased traffic. </li></ul></ul><ul><ul><ul><li>General: “amish country” (131 searches per day in Google alone) </li></ul></ul></ul><ul><ul><ul><li>Category: “Ohio bed and breakfast&quot; (19 searches per day in Google alone) </li></ul></ul></ul><ul><ul><ul><li>Niche: “cabins in amish country, ohio&quot; (5 searches per day in Google alone) </li></ul></ul></ul><ul><ul><ul><li>Add on sales: “amish country quilts” (5 searches per day in Google alone) </li></ul></ul></ul>
  41. 43. Questions? <ul><li>Importance of Text </li></ul><ul><li>Choice and Placement of Keyphrases </li></ul><ul><li>? </li></ul>How are we doing? What do you see for yourself so far?
  42. 44. What is important now: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><ul><ul><li>Quality of listings on the Search Engine Results page (SERP). </li></ul></ul><ul><ul><li>Text is important for spiders </li></ul></ul><ul><ul><li>Keyphrase use and placement is critical </li></ul></ul><ul><ul><li>Inbound links are a key factor </li></ul></ul>
  43. 45. Website.com non-competing, related website non-competing, related website non-competing, related website non-competing, related website non-competing, related website non-competing, related website non-competing, related website non-competing, related website non-competing, related website
  44. 46. Inbound link strategies: <ul><li>Blogs </li></ul><ul><li>Forums </li></ul><ul><li>Syndicated Content </li></ul><ul><li>Linkbait </li></ul><ul><li>Additional benefits: </li></ul><ul><ul><li>online reputation management </li></ul></ul>
  45. 49. Anchor Text provides context for the link and is weighted by search engines Anatomy of a Link “ Forbes recommends Jill Haney for image consulting for corporate executives on the way up.” <a href= “http://www.Forbescom/”> image consulting for corporate executives.</a> Anchor Text The Link Address
  46. 50. Writing anchor text <ul><li>Click here </li></ul><ul><li>or </li></ul><ul><li>Discover more about image consulting for individuals and corporations . </li></ul>
  47. 51. What is important now: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><ul><ul><li>Quality of listings on the Search Engine Results page (SERP). </li></ul></ul><ul><ul><li>Text is important for spiders </li></ul></ul><ul><ul><li>Keyphrase use and placement is critical </li></ul></ul><ul><ul><li>Inbound links are a key factor </li></ul></ul><ul><ul><li>Best practices code development </li></ul></ul>
  48. 52. What is important now: <ul><ul><li>Number of your pages Google, Yahoo!, MSN, etc. list in their indexes. </li></ul></ul><ul><ul><li>Quality of listings on the Search Engine Results page (SERP). </li></ul></ul><ul><ul><li>Text is important for spiders </li></ul></ul><ul><ul><li>Keyphrase use and placement is critical </li></ul></ul><ul><ul><li>Inbound links are a key factor </li></ul></ul><ul><ul><li>Best practices code development </li></ul></ul><ul><ul><li>Best practices site architecture </li></ul></ul>
  49. 53. <ul><li>Local Search </li></ul><ul><ul><li>Serving the neighborhood, region, Ohio and the Midwest </li></ul></ul>
  50. 54. Serving the Local Market: Local Search <ul><li>On every page: </li></ul><ul><ul><li>Local phone number (area code) </li></ul></ul><ul><ul><li>Address format </li></ul></ul><ul><ul><ul><li>Street City, State Zip+4 </li></ul></ul></ul><ul><li>Include in copy: </li></ul><ul><ul><li>Name of City </li></ul></ul><ul><ul><li>Abbreviated name of state </li></ul></ul><ul><ul><li>Full name of state </li></ul></ul><ul><ul><li>Name of county </li></ul></ul><ul><ul><li>Name of Neighborhood (if applicable) </li></ul></ul>
  51. 55. Serving the Local Market: Local Search <ul><li>Add a map and written directions to your location </li></ul><ul><li>Register / check your info at InfoUSA, Acxiom, iBegin Source </li></ul><ul><li>Submit to local and regional directories </li></ul><ul><ul><li>http://www.google.com/local/add </li></ul></ul><ul><ul><li>http://listings.local.yahoo.com </li></ul></ul>
  52. 56. Resources: <ul><li>Ask.com guildelines: http://about.ask.com/en/docs/about/editorial_guidelines.shtml </li></ul><ul><li>Google guidelines: http://www.google.com/support/webmasters/bin/answer.py?answer=35769 </li></ul><ul><li>MSN guidelines: http://search.msn.com/docs/siteowner.aspx?t=SEARCH_WEBMASTER_REF_GuidelinesforOptimizingSite.htm </li></ul><ul><li>Yahoo! guidelines: http://help.yahoo.com/help/us/ysearch/deletions/deletions-05.html </li></ul>
  53. 57. Resources: <ul><li>Adwords blog: http://www.adwords.blogspot.com/ </li></ul><ul><li>Yahoo! SEM blog: http://www.ysearchblog.com/ </li></ul><ul><li>MSN SEM blog: http://blogs.msdn.com/login.aspx?ReturnUrl=%2fadcenter%2fdefault.aspx%2f </li></ul><ul><li>Google on SEOs: http:// www.google.com/support/webmasters/bin/answer.py?answer =35291 </li></ul>
  54. 58. Resources: <ul><li>Yahoo! SEM free keyphrase research tool: http://inventory.overture.com/d/searchinventory/suggestion/ </li></ul><ul><li>Google Adwords free keyphrase research tool: https://adwords.google.com/select/KeywordToolExternal </li></ul><ul><li>WordTracker keyphrase research tool: http://www.WordTracker.com </li></ul><ul><li>KeyWord Discovery keyphrase research tool: http://www.KeyWordDiscovery.com </li></ul>
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