Dan Brotman, Principal Consultant www.KeywordValet.com [email_address] 512-553-5397 (o) 512-587-3770 (c) www.Twitter.com/K...
Outline <ul><li>SEM/PPC/SEO Definitions </li></ul><ul><li>Anatomy of Search Engine Ranking Page </li></ul><ul><li>SEO – On...
Definitions <ul><li>Search Engine Optimization </li></ul><ul><ul><li>Strategies & tactics to rank in top positions or page...
 
Two Parts to Basic SEO Strategy <ul><li>On Page Optimization </li></ul><ul><ul><li>Tactics to improve rankings by organizi...
SEO Audit <ul><li>Strategic Keyword Research </li></ul><ul><ul><li>What keywords will pull in qualified traffic? </li></ul...
SEO Audit (cont’d) <ul><li>Content Analysis & Recommendations </li></ul><ul><ul><li>What kinds of content would be valuabl...
SEO Audit (cont’d) <ul><li>Design, Usability, & User Experience Recommendations </li></ul><ul><ul><li>To help improve the ...
PPC Metrics/Definitions <ul><li>Clicks – Visits to your site </li></ul><ul><li>Impressions – Number of time the ad is disp...
PPC Account Organization <ul><li>Campaigns </li></ul><ul><ul><li>Geographic - US, UK, Canada </li></ul></ul><ul><ul><li>Pr...
Alternatives to Search Engines Marketing <ul><li>List on Comparison Shopping Engines </li></ul><ul><ul><li>Google Base/Pro...
SEM Services <ul><li>Development of search engine marketing strategy </li></ul><ul><li>Development and management of keywo...
Shopping Feed Set Up and Management <ul><li>Programming requirements for creating automated feeds from client to engines <...
Analytics Services <ul><li>Audit of current Analytics setup </li></ul><ul><li>Correction (if any) to problem areas </li></...
Affiliate Program Management <ul><li>Vendor Selection </li></ul><ul><li>Affiliate program development and setup </li></ul>...
Behavioral Retargeting <ul><li>Behavioral Retargeting = Banner advertising to abandoning visitors </li></ul><ul><li>Vendor...
Success Stories, Raves & Clients <ul><li>On web at: </li></ul><ul><li>http://www.keywordvalet.com/search-engine-marketing-...
Dan Brotman, Principal Consultant www.KeywordValet.com [email_address] 512-553-5397 (o) 512-587-3770 (c) Questions?
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Sem Seo Basics

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Includes basic definitions of SEM, SEO and an overview of alternatives to SEM/SEO. Menu of KeywordValet.com\'sservices.

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Sem Seo Basics

  1. 1. Dan Brotman, Principal Consultant www.KeywordValet.com [email_address] 512-553-5397 (o) 512-587-3770 (c) www.Twitter.com/KeywordValet SEO & SEM Basics
  2. 2. Outline <ul><li>SEM/PPC/SEO Definitions </li></ul><ul><li>Anatomy of Search Engine Ranking Page </li></ul><ul><li>SEO – On vs. Off Page Strategy </li></ul><ul><li>What is an SEO Audit? </li></ul><ul><li>SEM Metrics </li></ul><ul><li>PPC Account Organization </li></ul><ul><li>Alternatives to SEM </li></ul><ul><li>KeywordValet Services Overview </li></ul>
  3. 3. Definitions <ul><li>Search Engine Optimization </li></ul><ul><ul><li>Strategies & tactics to rank in top positions or pages in the Natural or Organic results in SERP (search engine results pages) </li></ul></ul><ul><li>Pay Per Click </li></ul><ul><ul><li>PPC Advertising or SEM (Search Engine Marketing) are located at top or on right highlighted in blue or yellow. </li></ul></ul><ul><ul><li>Google, Yahoo Search Marketing, MSN Adcenter control 95%+ of impressions </li></ul></ul>
  4. 5. Two Parts to Basic SEO Strategy <ul><li>On Page Optimization </li></ul><ul><ul><li>Tactics to improve rankings by organizing on- page elements and source code of the site </li></ul></ul><ul><ul><li>Content or keyword density optimization </li></ul></ul><ul><li>Off Page Optimization </li></ul><ul><ul><li>Link Building to build site authority </li></ul></ul><ul><ul><li>Baiting by submitting content to authority sites </li></ul></ul><ul><ul><li>Viral Marketing, Social Media, etc. </li></ul></ul>
  5. 6. SEO Audit <ul><li>Strategic Keyword Research </li></ul><ul><ul><li>What keywords will pull in qualified traffic? </li></ul></ul><ul><ul><li>How many searches do these terms/phrases get? </li></ul></ul><ul><ul><li>How should keywords be used in the site to attract search traffic? </li></ul></ul><ul><li>SERP Keyword Rankings Benchmarks </li></ul><ul><ul><li>Initial Keyword Ranking Report for Google, Yahoo, and Bing! </li></ul></ul><ul><li>Search Friendly Review </li></ul><ul><ul><li>URLs, KW Usage, Code, Internal Linking, Metadata, Sitemap Use, etc. </li></ul></ul>
  6. 7. SEO Audit (cont’d) <ul><li>Content Analysis & Recommendations </li></ul><ul><ul><li>What kinds of content would be valuable to add to the site to attract additional traffic and convert existing users, are there potentials for ‘Link Bait’? </li></ul></ul><ul><li>Competitor Analysis </li></ul><ul><ul><li>Who is currently chasing traffic for their terms or targeting the audience they want? </li></ul></ul><ul><ul><li>What are these sites doing right or wrong? </li></ul></ul>
  7. 8. SEO Audit (cont’d) <ul><li>Design, Usability, & User Experience Recommendations </li></ul><ul><ul><li>To help improve the way visitors perceive/use the site, and make it more attractive </li></ul></ul><ul><li>Link Acquisition Targets </li></ul><ul><ul><li>A list of some great places to start requesting/buying/building links and ongoing strategies for a link campaign </li></ul></ul><ul><li>Suggestions for Avoiding Search Engine Penalties </li></ul><ul><ul><li>Duplicate content, URL canonicalization, re-direction of content, multiple domains, etc. </li></ul></ul>
  8. 9. PPC Metrics/Definitions <ul><li>Clicks – Visits to your site </li></ul><ul><li>Impressions – Number of time the ad is displayed </li></ul><ul><li>CPC – Cost per Click </li></ul><ul><li>CTR – Click through Rate = clicks/impressions </li></ul><ul><li>Conversion Rate = Clicks/Conversions </li></ul><ul><li>CPA (Cost per Customer Acquisition) = Conversions/Cost </li></ul><ul><li>ROAS (Return on Advertising Spend) = Revenue/Ad Cost </li></ul>
  9. 10. PPC Account Organization <ul><li>Campaigns </li></ul><ul><ul><li>Geographic - US, UK, Canada </li></ul></ul><ul><ul><li>Product Line – set up a daily budget for product or group of products </li></ul></ul><ul><li>Ad Groups </li></ul><ul><ul><li>Ad copy displayed and rotated for group </li></ul></ul><ul><li>Keywords </li></ul><ul><ul><li>placed within ad groups </li></ul></ul>
  10. 11. Alternatives to Search Engines Marketing <ul><li>List on Comparison Shopping Engines </li></ul><ul><ul><li>Google Base/Product, Shopping.com, Nextag.com, Bizrate.com, PriceGrabber.com </li></ul></ul><ul><li>Social Media Ads </li></ul><ul><ul><li>Facebook, LinkedIN </li></ul></ul><ul><li>List on Amazon, Overstock </li></ul><ul><ul><li>PPC ads displayed next to product </li></ul></ul><ul><ul><li>List actual inventory and pay a commission </li></ul></ul><ul><li>Affiliate Programs </li></ul><ul><ul><li>Network of internet marketing pros paid a commission </li></ul></ul><ul><ul><li>Commission Junction, LinkShare, Google Affiliate Program, Pepperjam </li></ul></ul><ul><li>Email Marketing </li></ul><ul><li>Display Advertising </li></ul><ul><ul><li>Buy traditional internet ad impressions </li></ul></ul>
  11. 12. SEM Services <ul><li>Development of search engine marketing strategy </li></ul><ul><li>Development and management of keyword libraries </li></ul><ul><li>Creation of Google Adwords account </li></ul><ul><ul><li>Creation of Yahoo Search Marketing and MSN Adcenter accounts, once Google campaign is mature. </li></ul></ul><ul><li>Testing and development of ad copy </li></ul><ul><li>Establishment and management of keyword bidding </li></ul><ul><li>Optimization of Return On Ad Spend (ROAS) </li></ul><ul><li>Provision of status reports and campaign metrics </li></ul><ul><li>Help with Google Adwords conversion counter </li></ul>
  12. 13. Shopping Feed Set Up and Management <ul><li>Programming requirements for creating automated feeds from client to engines </li></ul><ul><li>Creation of Shopping feed strategy of what products to include </li></ul><ul><li>Ongoing analysis, management, and maintenance of feed and ROAS </li></ul>
  13. 14. Analytics Services <ul><li>Audit of current Analytics setup </li></ul><ul><li>Correction (if any) to problem areas </li></ul><ul><li>Coordinate update of tagging to capture new channels (SEM, CSE, affiliate) </li></ul><ul><li>Coordinate set up of new funnels (i.e. checkout process) </li></ul><ul><li>Target high bounce rate pages for redesign </li></ul><ul><li>Target low page view leads and eliminate or lower bids </li></ul>
  14. 15. Affiliate Program Management <ul><li>Vendor Selection </li></ul><ul><li>Affiliate program development and setup </li></ul><ul><li>Recruiting and developing publisher network </li></ul><ul><li>Daily policing of publisher behavior </li></ul><ul><li>Daily correspondence with publishers to answer questions </li></ul><ul><li>Review of applications and acceptance of publishers </li></ul><ul><li>Working with marketing to refresh links and banners </li></ul><ul><li>Provision of campaign metrics </li></ul>
  15. 16. Behavioral Retargeting <ul><li>Behavioral Retargeting = Banner advertising to abandoning visitors </li></ul><ul><li>Vendor Selection </li></ul><ul><li>Work with creative resources to design banners and messaging </li></ul><ul><li>Negotiate media contracts </li></ul><ul><li>Success metrics </li></ul><ul><li>Ongoing analysis and management of campaign </li></ul>
  16. 17. Success Stories, Raves & Clients <ul><li>On web at: </li></ul><ul><li>http://www.keywordvalet.com/search-engine-marketing-case-studies </li></ul><ul><li>http:// www.keywordvalet.com /recommendations </li></ul><ul><li>http:// www.keywordvalet.com /online-marketing-clients </li></ul>
  17. 18. Dan Brotman, Principal Consultant www.KeywordValet.com [email_address] 512-553-5397 (o) 512-587-3770 (c) Questions?

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