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Brief intro to the components of search engine marketing including: search engine optimization, paid search, and social media. From a presentation to guests of FLS Marketing given in Toledo, OH on May 20, 2009
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- 2. What Weʼll Cover • Donuts! (and introductions) • Internet marketing strategy overview • Components of internet marketing – Search Engine Optimization (including PR!) – Paid Search – Universal Search – Social Media – Analytics TM
- 3. Pure Visibility at a Glance Uniquely Qualified: TM TM • World-wide leaders; one of first 100 certified in AdWords • Only dual certified company in Ohio (and Michigan!) • Contributor to respected OʼReilly publishing • Hold state leadership positions in specialty fields • Lots of happy, growing clients! 3
- 4. Our Value Proposition: Accountability!! 4
- 5. Youʼre a Storyteller! TM
- 6. Determining Your Internet Strategy • Questions to ask: – What is your story? – Who is your audience? – What makes you distinctive to them? – How will you convey what makes you unique? – Where can your audience be found online? – How will you measure success? 6
- 7. Search Engines Help Customers Find You 7
- 8. Your Website Helps Customers Buy • The key to a good website is to address the needs of your potential customers, with language they understand. – Organize your site around the way they understand their problems, not the way your business works. – Explicitly state why customers should choose your product over your competitorsʼ. – Use good web writing practices - keep it simple, concise, and scannable! – Make the close - be sure to include a call to action! 8
- 9. Search Engine Optimization • SEO is about surfacing what your website is about —who you are and why someone should buy your product or service. – Thoughtful keyphrase selection – Targeted content with active editorial oversight – Solid site structure – Good coding practices – Links to your site from *reputable* sites 9
- 10. What Should You “Own Page One” 10
- 13. Search Engine Optimization • SEO is about surfacing what your website is about —who you are and why someone should buy your product or service. – Thoughtful keyphrase selection – Targeted content with active editorial oversight – Solid site structure – Good coding practices – Links to your site from *reputable* sites 13
- 14. SEO is... Content, Content, Content! 14
- 15. Search Engine Optimization • SEO is about surfacing what your website is about —who you are and why someone should buy your product or service. – Thoughtful keyphrase selection – Targeted content with active editorial oversight – Solid site structure – Good coding practices – Links to your site from *reputable* sites 15
- 16. Strong Title and Meta Description Titles count heavily in rankings and your Meta Description Tag tells visitors why to visit. Use Site Maps to Tell the Robots Where to Go In addition to a Sitemap for visitors, the Sitemap.xml guides search engines when they index your site. Optimized Coding Style Exposes Content <h1>Tag</h1> highly searched for phrases and use Cascading Style Sheets (CSS) to optimize your source code to expose to search engine crawlers. 16
- 17. A Few More SEO FUNdamentals • Make sure the text on your pages includes the same words you’re targeting in the title. • When you make links within your website, the text in those links should use the words that the destination page is about. (In other words, avoid “click here”!) • Request links from other, reputable sites. • Generate content that will “earn” you links naturally - like press releases! 17
- 18. Paid Search: Visibility Now! • Paid search advertising lets you bid for position in the search results. A few best practices: – Repeat the user query – State a benefit – Include a call to action – Use a relevant landing page in Display and Destination URL – Be tempting! 18
- 19. Keep the Story Going! Paid search ads make a promise to the user about what he or she will find after clicking on the ad. Donʼt break that promise! 19
- 20. Create Content for Universal Search 20
- 21. Start Exploring Social Media Social Social Networks Bookmarking Blogs Facilitation Review Sharin g Podcast Videos News Sharing Moderation Microbloggi ng Event Sharing Photo Sharing Presentation Sharing 21
- 23. What is Your Site Telling You? 23
- 24. Googleʼs ONLY Feedback Mechanism 24
- 25. Thank You! Catherine Juon BJ Fischer Co-Founder & Catalyst Director of Strategic 734.213.8100, x116 Services cjuon@purevisibility.co 419.241.1244 m bfischer@flsmarketing.c TM
Editor's Notes
- Hello, I’m Mike Beasley, user experiologist for Pure Visibility, and welcome to our brief introduction to the world of search engine marketing. This world may seem strange and scary at first, but it offers incredible opportunities for growing your business by reaching out to just the right people.
- Pure Visibility is an Internet marketing company founded in 2005 by Linda Girard and Catherine Juon, pioneers in the Internet marketing world. We are a leader in the field..... We have a team of experts in paid search advertising, seo, analytics, usability, and more, located right in downtown Ann Arbor, Michigan.
- And Pure Visibility has worked with all these people! We have worked with big clients and smaller clients, with companies that manufacture products and with companies that provide services.
- A good story is like magic!
- What’s your story? The internet won’t cut you any slack - it turns virtually everything into a commodity. How will you stand out?
- We all know that search engines help customers find you - after all, that’s why you’re all here. :-) But I want to take a moment to talk about three specific ways you can get visibility: organic search, paid search, and universal search [brief description of each] Search engine optimization is the set of techniques that you use to help search engines figure out what your website is all about. It’s not about tricking Google into putting you onto page 1. It’s about having a website that people want to read, and showing it to Google. Getting onto page 1 isn’t something that happens overnight. Search engines like Google are watching to see if you have a track record of providing content that people find relevant. So what can you do to optimize your website?
- We’re the best at what we do, but don’t just take our word for it. Let’s see what Google has to say. As a matter of fact, out of over 7 million listings for “internet marketing company,” Pure Visibility comes out at page 1.
- SEO is Good coding practices. Search engines don’t see websites the way your or I do--they have to figure out what a site is about just from looking at the code. There is a set of best practices to make it easy for search engines to figure out what your site is about.
- Paid search advertising gives you the chance to be on page 1 of search results right away. With paid search advertising, you bid to appear in the sponsored links section of search results whenever people search for the words that you choose. The amount you pay is based on how many other people are bidding for the same words as you, and how relevant your website is for the words you’re bidding on.
- The heart of paid search advertising is determining how much you are willing to pay for a conversion. A conversion is a visitor to your site that buys something or becomes a sales lead. Say, for example, you sell widgets for $700 each. From that, after you cover the cost of making the widget $240 is profit. Fantastic--as long as you spend $240 or fewer in marketing. But not everyone that becomes a sales lead actually buys a widget. Howmany leads does it take you to make a sale? Hopefully you’ve got an idea of how many you need. Let’s say 1 in 4 leads actually buy this widget. On average, you’ll need 4 leads just to get a single sale. That means you wouldn’t want to spend more that $60 for every lead. And so, if you’re tracking your conversions, you can find out what the cost per conversion is for all of your ads, and you can keep refining your campaign until it is making you money. In this image, we see that the cost per conversion if $54.71. This means that if you’re spending $54.71 to get a lead, you’re still making money with paid search advertising. But you can also keep trying to get that number down further. Of course, not everyone that clicks on your ad becomes a lead, and not everyone that sees your ad clicks on it. There are many points of optimization—many points at which you can make your paid search advertising more efficient. And that’s a whole other presentation.
- There are many kinds of social media, and the kind that you’ll use depend on the people you’re trying to reach and what you want to tell them. Social media campaigns take attention and effort. People can tell when they’re getting spammed with marketing. Most people don’t want to be your friend on MySpace just because they like your company. They respond to useful content or engaging content. So, what about this business with measuring your return on investment for Internet marketing? Well, I’ve talked about 3 channels for getting people’s attention. Next, you have to be able to know what they’re doing on your website. Using social media in your Internet marketing campaign is like a trip to a buffet: You’ve got to strategize. Choose the activities that work best for your business - make sure you’re playing where your customers actually are! From that set, choose the activities that you can feasibly do Don’t be afraid to experiment!