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.

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

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  • 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. 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
  • 3. Agenda
    • Search Engine Marketing (SEM) Benefits
    • Search Engine Optimization (SEO)
    • Pay-per-Click (PPC)
    • Social Media & Local Search
    • Web Analytics
    • SEM Resources
  • 4. SEM Benefits
  • 5.  
  • 6. 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
  • 7. SEO
  • 8.
    • Search Engine Optimization
    • AKA natural or organic
    • Search engine results page (SERP)
    • Google is the new home page
  • 9. The 3 C’s of SEO
    • Content
    • Code
    • Credibility
  • 10. Content: Keyword Research
    • Free Tools
    • Google
    • MSN
    • Keyword Discovery
  • 11. Content
    • Content is King
    • Keywords embedded in text & meta
    • Proximity, prominence & placement
    • Top level pages & text navigation
  • 12.
    • Code
    • Template, file & URL optimization
    • Internal linking structure
    • Duplicate content & session IDs
    Code
  • 13. Credibility
    • Key Elements
    • Inbound link credibility (PageRank)
    • Domain history
    • IP neighborhood (ISP/hosting)
  • 14. PPC
  • 15.
    • Pay-per-Click
    • Offers larger degree of control
    • Keywords, text ads & landing pages
    • Quality Score requires management
  • 16. PPC Process Explore Evaluate Expand Enhance
  • 17.
    • Explore & Evaluate
    • Keywords
    • Text ad copy
    • Landing pages
  • 18.
    • Expand & Enhance
    • Keywords
    • Ad Groups
    • Conversions
  • 19. Social & Local
  • 20.
    • Google OneBox
    • Universal search disruption
    • Requires dedicated effort
    • Primarily geographically-based
  • 21.
    • Google Local Business Center
    • Locate & claim your listing
    • Create, update & optimize information
    • Regularly monitor & manage
  • 22. Analytics
  • 23.
    • Google Analytics
    • Unique visitor behavior
    • Measure search marketing
    • Create and optimize funnels
  • 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
  • 25. 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