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BITB -- Search Marketing

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Scott Kaufmann's presentation at agencyside's "Back in the Black" account team training.

Scott Kaufmann's presentation at agencyside's "Back in the Black" account team training.

Published in: Business, Technology, Design
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  • Like people, search changes
  • Transcript

    • 1. Search Marketing Insider Info Scott Kaufmann | Lucid Agency Back in the Black: April 28 – 29, 2011
    • 2. Nice to meet you. Although I may look __________, my wife tells me my ________ isn’t getting any ______ since entering my _____. I’ve spent the last _________ working with lots of great ____________ you may have _______ of. So, hopefully that means I’ve got at least a few _________ ___ ‘s to share with you about the world of modern __________ ____________.
    • 3. Why does it matter?
      • 70-90% (stats vary)
    • 4. The only thing you can depend on is change.
    • 5. Search
    • 6.  
    • 7.  
    • 8.  
    • 9.  
    • 10.
    • 11. B2B Marketing in Web 3.0 (tomorrow)
      • Web 3.0 (Personalized Interaction)
        • dsafa
      • Marketing Strategy
        • asdfasd
      Free Tips: We have a list of 7 effective [& free] strategies for LinkedIn marketing on our blog. www.lucidagency.com/blog
    • 12. Don’t forget Mobile
    • 13. Today
      • But… today most people still start their search with Google , so let’s look at Google search optimization .
      Google Bing Today
    • 14. Types of Search Paid Search (Pay Per Click) Free Search (Organic Search, Search Engine Optimization, Organic Optimization, etc) Free Search (Google Local / Maps) Paid Search (Pay Per Click)
    • 15. Search Lingo
    • 16. Rankings Matter
    • 17. Click Through Rate
      • CTR = Click Through Rate
        • Example: 1000 Searches  50 Clicks = 5% CTR
        • A measure of:
          • Position of Result
          • Interest of Searcher
          • Relevance of Results
          • Listing Description
          • CTA (Call-to-action)
      5%-15% <1%
    • 18. Technical Optimization Link Building Facebook, Twitter, LinkedIn, Youtube, Blogs, Forums,etc. Image Optimization Local Directories Optimized Press Releases Content Syndication
    • 19. Click Through Rate
      • CTR = Click Through Rate
        • Example: 1000 Searches  50 Clicks = 5% CTR
        • A measure of:
          • Position of Result
          • Interest of Searcher
          • Relevance of Results
          • Listing Description
          • CTA (Call-to-action)
      5%-15% <1%
    • 20. Conversion Rates
      • Getting a high ranking position isn’t enough
      • You must also convert visitors at a high rate
      • The search result must match with the website content and call-to-action to drive high conversion rate
      Free: We have a list of top websites by conversion rate on our blog. www.lucidagency.com/blog
    • 21. ROI
    • 22. Strategies Change Have a Website. Be Found . Be Found. Be Usable. Be Real. Be Compelling. Be a part of my life.
    • 23. Be a part of their life.
    • 24. Take aways
      • Search is always changing
      • Be found on top
        • Google still king, but Bing, Facebook, Twitter, Video and Mobile taking more and more searches
      • Be real & believable
      • Be a part of my life
      • Measure results
        • Rankings
        • CTR
        • Traffic
        • Conversion Rate
        • ROI
    • 25. Contact Info
      • Scott Kaufmann email: [email_address]
      • phone: 480.219.7257x110
      • web: www.lucidagency.com
      Lucid Agency 51 W. 3 rd St., Suite E101 Tempe, AZ 85281 I like phone calls and emails . (g ood ones at least )

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