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BITB -- Search Marketing
 

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.

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BITB -- Search Marketing BITB -- Search Marketing Presentation Transcript

  • Search Marketing Insider Info Scott Kaufmann | Lucid Agency Back in the Black: April 28 – 29, 2011
  • 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 __________ ____________.
  • Why does it matter?
    • 70-90% (stats vary)
  • The only thing you can depend on is change.
  • Search
  •  
  •  
  •  
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  • 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
  • Don’t forget Mobile
  • Today
    • But… today most people still start their search with Google , so let’s look at Google search optimization .
    Google Bing Today
  • 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)
  • Search Lingo
  • Rankings Matter
  • 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%
  • Technical Optimization Link Building Facebook, Twitter, LinkedIn, Youtube, Blogs, Forums,etc. Image Optimization Local Directories Optimized Press Releases Content Syndication
  • 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%
  • 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
  • ROI
  • Strategies Change Have a Website. Be Found . Be Found. Be Usable. Be Real. Be Compelling. Be a part of my life.
  • Be a part of their life.
  • 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
  • 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 )