Anvil YWSE SEM Fundamentals 0509

Growing Your Business Via Search Engine Marketing Presented by: Kent Lewis President Anvil Media and Formic Media www.anvilmedia.com www.formicmedia.com

Anvil Media, Inc. Background
Search engine marketing agency
Specialize in SEO, PPC & SMM management
Founded in 2000; 40+ active clients
PBJ’s 10 th Fastest Growing Private Company
PBJ’s 10 th Most Philanthropic Small Company
2009 SoMe Social Media Awards Winner

Agenda
Search Engine Marketing (SEM) Benefits
Search Engine Optimization (SEO)
Pay-per-Click (PPC)
Social Media & Local Search
Web Analytics
SEM Resources

SEM Benefits

SEM Benefits
Increase Revenue
Advertising, Affiliate, Subscriptions, Leads
E-commerce
Decrease Costs
Reduce traditional media & marketing spends
Leverage existing content
Increase Profits
Measurable ROI
Branding halo effect

Search Engine Optimization
AKA natural or organic
Search engine results page (SERP)
Google is the new home page

The 3 C’s of SEO
Content
Code
Credibility

Content: Keyword Research
Free Tools
Google
MSN
Keyword Discovery

Content
Content is King
Keywords embedded in text & meta
Proximity, prominence & placement
Top level pages & text navigation

Code
Template, file & URL optimization
Internal linking structure
Duplicate content & session IDs
Code

Credibility
Key Elements
Inbound link credibility (PageRank)
Domain history
IP neighborhood (ISP/hosting)

Pay-per-Click
Offers larger degree of control
Keywords, text ads & landing pages
Quality Score requires management

PPC Process Explore Evaluate Expand Enhance

Explore & Evaluate
Keywords
Text ad copy
Landing pages

Expand & Enhance
Keywords
Ad Groups
Conversions

Social & Local

Google OneBox
Universal search disruption
Requires dedicated effort
Primarily geographically-based

Google Local Business Center
Locate & claim your listing
Create, update & optimize information
Regularly monitor & manage

Analytics

Google Analytics
Unique visitor behavior
Measure search marketing
Create and optimize funnels

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

Resources
Google.com/Analytics
Google.com/Local/Add
Google.com/Webmasters
Google.com/Websiteoptimizer
SearchEngineLand.com
SearchEngineWatch.com
SEOmoz.org
SEMpdx.org
SocialSearchMarketer.com
ToprankBlog.com
WebmasterWorld.com

Anvil YWSE SEM Fundamentals 0509

by Anvil Media, Inc. on May 27, 2009

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