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Search Marketing at Mizzou
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Search Marketing at Mizzou

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Slideshow from my presentation at the University of Missouri.

Slideshow from my presentation at the University of Missouri.

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    Search Marketing at Mizzou Search Marketing at Mizzou Presentation Transcript

    • Search Marketing April 29, 2010
    • Background
      • Mizzou graduate – Class of 2004
      • Dual Major in Advertising and Statistics
      • First job in 2004 out of school was for ShowMeTickets.com
      • Marketing team began work on VA Mortgage Center.com
        • 5 employees
        • Some web exposure
        • Generating roughly 20 online leads per week
      • Drive traffic to the Website
      • How to Convert Visitors on your Website
      Enter Search Marketing & Lead Generation Fast Forward 5 Years …
      • Number 1 provider of VA Loans Nationwide
      • 300+ employees in 7 states
      • Annual revenue over $30MM
    • What we will Lean Today
      • Building a Search Marketing Campaign
        • Keyword Research
        • Google - Organic vs Paid Search
        • Paid Search Optimization
        • Organic Search Optimization
        • Lead Generation
        • Conversion Rate Optimization
    • Keyword Research
      • It all starts here …
      • Identify relevant keywords
      • Quickly see demand and volume
      • Very first step in site planning
      • To an online marketer, this might be the first step in planning a new business
      https://adwords.google.com/select/KeywordToolExternal To a search marketer, every single phrase in an opportunity to acquire traffic and make money, from ‘textbooks’, to ‘tickets’ to ‘mortgage’
    • Google’s Anatomy
      • Set up an account with Google
      • Write ads and bid on keywords
      • Set max bid
      • Pay when someone clicks on your ad
      Paid Ads Pros & Cons
      • Can be a way to quickly test interest
      • Affordable
      • Long term can get expensive
    • Advertisement Optimization Track, Tweak, Refine, Optimize
      • Click Thru Rate (CTR)
      • Cost Per Click (CPC)
      • Conversion Rate
      • Cost Per Acquisition (CPA)
      • Keywords and negative keywords
      Annualized, Ad 1 will yield 576 more leads and cost $9,000 less! Ad 1 Ad 2
    • Google’s Anatomy
      • Free-ish
      • Determined by Algorithm
        • age of website
        • on the page factors
        • back links
      Organic, Algorithmic Results
      • Not Really Free
      • Takes a long time to obtain
      • Hard to obtain
      • Often competing against established sites
      Pros & Cons
    • On Page Optimization – Source Code
      • Actual words on the page
      • Site architecture
      • Page <title>
      • Meta tags
      • Spiders ignore images & Flash
      Spiders index content If it is not in the source code when you “View Source” a search engine can’t see it.
    • Off Page Optimization - Links
      • Textbooks.com – 1094 links
      • Half.com – 659 links
      • BN.com – 140 links
      • Abes – 660 links (poor quality)
      Yahoo Site Explorer http://siteexplorer.search.yahoo.com/ Ranking for “textbooks” Link text helps determine relevancy “Find Chuck Norris” To determine the importance of a page, we first need to know the importance of all the pages linking to it
    • Beyond Search … Build a Community Blog Social Networks Email Marketing Viral Marketing
    • Lead Generation
      • Online Customer Acquisition
      • Identified as one of the biggest growth areas in online marketing.
      “ Sign Ups” for Newsletters, Emails, More information. A request to be contacted
    • Lead Generation
    • Lead Generation – Lead Quality
      • Can be referred to as Lead Score
      • Determines Likelihood of Conversion
      • “Home Loan” is much more likely to result in a profitable sale.
      Phrase - “Home Loan” Ave Credit: Good Ave Home Value: $300,000 When: Within a Month Phrase - “Loan” Ave Credit: Fair Ave Home Value: $120,000 When: Over 6 Months
    • Conversion Optimization
      • What to do with visitors to your site.
      • Improving your website conversion can exponentially increase your profits, with almost no added expenses.
      • Give your visitors a path to find the information they need.
      • Guide visitors into taking the desired action on your site.
    • Conversion Rate Optimization
      • Converting at 5%
      • 500 Visitors per month
      • 25 Leads a Month
      • A lead is worth $10
      • Revenue = $250
      • Profit = $100
      • Converting at 10%
      • 500 Visitors per month
      • 50 Leads a Month
      • A lead is worth $10
      • Revenue = $500
      • Profit = $350
      You’ve doubled your revenue with no additional expenses! Two Websites
    • Conversion Optimization Our website in 2005
    • Conversion Optimization Our website in 2007
    • Conversion Optimization Our website in 2010
    • What You’ve Learned Today
      • Building an Online Campaign
        • Keyword Research
        • Google’s Anatomy - Organic vs Paid
        • Paid Search Optimization
        • Organic Search Optimization
        • Lead Generation
        • Conversion Rate Optimization
    • Open Discussion