Growing Your Business Via Search Engine Marketing Presented by: Kent Lewis President Anvil Media and Formic Media   www.an...
Anvil Media, Inc. Background <ul><li>Search engine marketing agency </li></ul><ul><li>Specialize in SEO, PPC & SMM managem...
Agenda <ul><li>Search Engine Marketing (SEM) Benefits </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li...
SEM Benefits
 
SEM Benefits <ul><li>Increase Revenue </li></ul><ul><ul><li>Advertising, Affiliate, Subscriptions, Leads </li></ul></ul><u...
SEO
<ul><li>Search Engine Optimization </li></ul><ul><li>AKA natural or organic </li></ul><ul><li>Search engine results page (...
The 3 C’s of SEO <ul><li>Content </li></ul><ul><li>Code </li></ul><ul><li>Credibility </li></ul>
Content: Keyword Research <ul><li>Free Tools </li></ul><ul><li>Google </li></ul><ul><li>MSN </li></ul><ul><li>Keyword Disc...
Content <ul><li>Content is King </li></ul><ul><li>Keywords embedded in text & meta </li></ul><ul><li>Proximity, prominence...
<ul><li>Code </li></ul><ul><li>Template, file & URL optimization </li></ul><ul><li>Internal linking structure </li></ul><u...
Credibility <ul><li>Key Elements </li></ul><ul><li>Inbound link credibility (PageRank) </li></ul><ul><li>Domain history </...
PPC
<ul><li>Pay-per-Click </li></ul><ul><li>Offers larger degree of control </li></ul><ul><li>Keywords, text ads & landing pag...
PPC Process Explore Evaluate Expand Enhance
<ul><li>Explore & Evaluate </li></ul><ul><li>Keywords </li></ul><ul><li>Text ad copy </li></ul><ul><li>Landing pages </li>...
<ul><li>Expand & Enhance </li></ul><ul><li>Keywords </li></ul><ul><li>Ad Groups </li></ul><ul><li>Conversions </li></ul>
Social & Local
<ul><li>Google OneBox </li></ul><ul><li>Universal search disruption </li></ul><ul><li>Requires dedicated effort </li></ul>...
<ul><li>Google Local Business Center </li></ul><ul><li>Locate & claim your listing </li></ul><ul><li>Create, update & opti...
Analytics
<ul><li>Google Analytics </li></ul><ul><li>Unique visitor behavior </li></ul><ul><li>Measure search marketing </li></ul><u...
Summary Leverage & extend existing marketing efforts Create, optimize and syndicate valuable content Utilize paid search t...
Resources <ul><li>Google.com/Analytics </li></ul><ul><li>Google.com/Local/Add </li></ul><ul><li>Google.com/Webmasters </li...
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Anvil YWSE SEM Fundamentals 0509

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Growing your business via search engine marketing by Kent Lewis of Anvil Media, as presented to YWSE Portland.

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  • Anvil YWSE SEM Fundamentals 0509

    1. 1. Growing Your Business Via Search Engine Marketing Presented by: Kent Lewis President Anvil Media and Formic Media www.anvilmedia.com www.formicmedia.com
    2. 2. Anvil Media, Inc. Background <ul><li>Search engine marketing agency </li></ul><ul><li>Specialize in SEO, PPC & SMM management </li></ul><ul><li>Founded in 2000; 40+ active clients </li></ul><ul><li>PBJ’s 10 th Fastest Growing Private Company </li></ul><ul><li>PBJ’s 10 th Most Philanthropic Small Company </li></ul><ul><li>2009 SoMe Social Media Awards Winner </li></ul>
    3. 3. Agenda <ul><li>Search Engine Marketing (SEM) Benefits </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Pay-per-Click (PPC) </li></ul><ul><li>Social Media & Local Search </li></ul><ul><li>Web Analytics </li></ul><ul><li>SEM Resources </li></ul>
    4. 4. SEM Benefits
    5. 6. SEM Benefits <ul><li>Increase Revenue </li></ul><ul><ul><li>Advertising, Affiliate, Subscriptions, Leads </li></ul></ul><ul><ul><li>E-commerce </li></ul></ul><ul><li>Decrease Costs </li></ul><ul><ul><li>Reduce traditional media & marketing spends </li></ul></ul><ul><ul><li>Leverage existing content </li></ul></ul><ul><li>Increase Profits </li></ul><ul><ul><li>Measurable ROI </li></ul></ul><ul><ul><li>Branding halo effect </li></ul></ul>
    6. 7. SEO
    7. 8. <ul><li>Search Engine Optimization </li></ul><ul><li>AKA natural or organic </li></ul><ul><li>Search engine results page (SERP) </li></ul><ul><li>Google is the new home page </li></ul>
    8. 9. The 3 C’s of SEO <ul><li>Content </li></ul><ul><li>Code </li></ul><ul><li>Credibility </li></ul>
    9. 10. Content: Keyword Research <ul><li>Free Tools </li></ul><ul><li>Google </li></ul><ul><li>MSN </li></ul><ul><li>Keyword Discovery </li></ul>
    10. 11. Content <ul><li>Content is King </li></ul><ul><li>Keywords embedded in text & meta </li></ul><ul><li>Proximity, prominence & placement </li></ul><ul><li>Top level pages & text navigation </li></ul>
    11. 12. <ul><li>Code </li></ul><ul><li>Template, file & URL optimization </li></ul><ul><li>Internal linking structure </li></ul><ul><li>Duplicate content & session IDs </li></ul>Code
    12. 13. Credibility <ul><li>Key Elements </li></ul><ul><li>Inbound link credibility (PageRank) </li></ul><ul><li>Domain history </li></ul><ul><li>IP neighborhood (ISP/hosting) </li></ul>
    13. 14. PPC
    14. 15. <ul><li>Pay-per-Click </li></ul><ul><li>Offers larger degree of control </li></ul><ul><li>Keywords, text ads & landing pages </li></ul><ul><li>Quality Score requires management </li></ul>
    15. 16. PPC Process Explore Evaluate Expand Enhance
    16. 17. <ul><li>Explore & Evaluate </li></ul><ul><li>Keywords </li></ul><ul><li>Text ad copy </li></ul><ul><li>Landing pages </li></ul>
    17. 18. <ul><li>Expand & Enhance </li></ul><ul><li>Keywords </li></ul><ul><li>Ad Groups </li></ul><ul><li>Conversions </li></ul>
    18. 19. Social & Local
    19. 20. <ul><li>Google OneBox </li></ul><ul><li>Universal search disruption </li></ul><ul><li>Requires dedicated effort </li></ul><ul><li>Primarily geographically-based </li></ul>
    20. 21. <ul><li>Google Local Business Center </li></ul><ul><li>Locate & claim your listing </li></ul><ul><li>Create, update & optimize information </li></ul><ul><li>Regularly monitor & manage </li></ul>
    21. 22. Analytics
    22. 23. <ul><li>Google Analytics </li></ul><ul><li>Unique visitor behavior </li></ul><ul><li>Measure search marketing </li></ul><ul><li>Create and optimize funnels </li></ul>
    23. 24. Summary Leverage & extend existing marketing efforts Create, optimize and syndicate valuable content Utilize paid search to effectively target customers Plan, test and measure Remember: a marketing budget should be UNLIMITED Take my SEM Workshop this Friday @ PSU Kent Lewis, President Anvil Media and Formic Media http://www.anvilmedia.com http://www.formicmedia.com http://twitter.com/kentjlewis http://www.linkedin.com/in/kentlewis
    24. 25. Resources <ul><li>Google.com/Analytics </li></ul><ul><li>Google.com/Local/Add </li></ul><ul><li>Google.com/Webmasters </li></ul><ul><li>Google.com/Websiteoptimizer </li></ul><ul><li>SearchEngineLand.com </li></ul><ul><li>SearchEngineWatch.com </li></ul><ul><li>SEOmoz.org </li></ul><ul><li>SEMpdx.org </li></ul><ul><li>SocialSearchMarketer.com </li></ul><ul><li>ToprankBlog.com </li></ul><ul><li>WebmasterWorld.com </li></ul>
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