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Search Marketing: An Executive Overview
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Search Marketing: An Executive Overview



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  • Objectives for today's Indianapolis SEO (Search Engine Optimization) seminar. We want you to understand the elements critical to having a successful SEO program in place for your company. Learn about the tools and tactics necessary to ensure your website is found for targeted keywords and understand more about how search engines view your website. Which will help you decide if your efforts can accomplish the goals you have established or if you may need assistance from and outside company.
  • Perfect example of:You show up on the paid search and then you also show up #6 or 7 on the organic search – do you really want to pay for that position if you are on the front page organically?You are sending visitors to the homepage for “luxury motorhomes” – why not send them to the luxury motorhomes page within the site? Why give them the option of a 5th wheel?Paid search is like a Jet – you can get up and going quickly, but there is very little energy left to propel you – you have to continually feed itOrganic search is like a locomotive – harder to get going, but much more difficult to stop as well.


  • 1. An Online marketing discussion
    September, 2010
    Search Marketing
  • 2. Objectives
    Understand the elements critical to having a successful online marketing program in place for your company
    Learn about the tools and tactics necessary to ensure your website is found for targeted keywords
    Understand more about how search engines view your website
    Decide if your efforts can accomplish the goals you have established
  • 3. why is search marketing so powerful?
  • 4.
  • 5. business first: objectives
    What are your online marketing objectives?
    Are they being adequately accomplished with the current strategies employed?
    Example Online Marketing Objectives:
    Generate leads
    Engage buyers, dealers, prospective buyers and prospective dealers with our Brand
    Leverage social media for training Dealers
    Enter market where competitor is deeply entrenched
  • 6.
  • 7. Paid Search/ Pay Per Click/ PPC
    Organic Search/ Search Engine Optimization/ SEO
  • 8. what is…
    Search Engine Optimization
    Organic Search
    The active practice of optimizing a website to increase relevant traffic received by the site.
    Pay Per Click
    Paid Search
    A method of advertising where the advertiser pays for each click received on the search engine results page (SERP)
    Note: SEO and PPC work completely independent of one another. Google does NOT reward organic search placement based on your paid search spend.
  • 9. search marketing stats
    4 out of every 5 search engine users report they never click on PPC (paid) results
    70% of search engine users choose to visit websites that appear in the Top 10 organic results
    Over one billion daily searches are performed through Google alone
    Google accounts for 80% of all search volume
  • 10. Rank 1 = 56% of clicks
    Rank 2 = 13% of clicks
    Rank 3 = 10% of clicks
    Rank 4 = 4% of clicks
    Rank 5 = 4% of clicks
    Rank 6 = 4% of clicks
    Rank 7 = 3% of clicks
  • 11. achieving optimal organic page rank
  • 12. seo objectives
    Generally, the objectives for any SEO campaign are to:
    Ensure that your website is coded in a manner that is visible by search engine crawlers
    Maximize keyword exposure so that your site appears higher in organic rankings
    Drive more relevant traffic to your website; and secure more conversions (i.e. leads or sales)
  • 13. seo tools
    Meta Data:
    First thing search engine will look for
    Determines what people will see in the SERP page
    On-site Content Optimization
    Pages should be optimized for one keyword
    On-page content keyword density goal: 3-7%
    Indicates to Google on which topics you are an expert
  • 14. seo tools (con’t)
    Cross Linking:
    Helps control page rank
    Pages with higher ranking priority should have more links pointing to them internally within your website.
    Consider anchor text used in cross-linking
    In-bound Links & Link Building
    Search engines see links to your site as a “vote” for the quality of content on your site.
    The relative authority of the linking site plays a part in determining the importance assigned to the links they provide to your pages.
  • 15. seo tools (con’t)
    Google Webmaster:
    Provides you with detailed reports about your pages’ visibility on Google
    Free tool offered by Google
    Social Media
    Google Caffeine increased the speed at which social media sites are indexed.
    Links back to your site can be a link building strategy
  • 16. SEO How-To & To Do
    3-7% keyword density:
    Keyword research tool:
    Search engine ranking and volume report – we can do this for you (show example)
    setup google profiles for you and your
    schedule a time to review your local 
    Get a dynamic website that is not built 100% in flash and is built on a platform you can update yourself (content management system)
  • 17. PPC Objectives
    Generally, the objectives for any PPC campaign are to:
    Very quickly drive relevant traffic to your website
    Generate geographically targeted traffic to selected landing pages
    Allow you to capture traffic from a broader set of keywords (outside of what your site is optimized for)
    Allow you to be visible when competitive keywords are typed in.
  • 18. ppc campaigns
    Four major components to PPC effort
    Keyword selection
    Ad text/ copy
    Landing page
    Conversion/ follow-up
  • 19.
  • 20. online marketing stats
    1/3rd of the United States is participating on Facebook
    “This is not a phase… it is more important than ever to build a brand and engage your target market [on the internet]” – RV Business
    “Empowered consumers today expect a customized, interactive brand experience that goes way beyond a 30 second television spot or two-dimensional print ad. Forty-two percent of online adultsand 55% of online youth want to engage with their favorite brands through social applications”
    – Forrester Research
  • 21. Social Marketing
    What is it?
    An online meeting place for consumers and influencers to create, share and interact with content.
    The tools are free, the content is not.
    Why should we?
    “More than 60% of those in the Boomer Generation (born between 1946 and 1964) are actively consuming socially created content like blogs, videos, podcasts, and forums.”
    --Forrester Research
  • 22. where should you be?
  • 23.
  • 24. how can i use
    To listen! Your competitors, vendors, customers and prospects are talking about you, right now.
    To build a presence and expand the influence of your brand
    To enhance search engine ranking (SEO)
    To communicate and educate
    Start connecting with clients, vendors, partners, admirers, employees, dealers, etc
    Contests, product previews, service priority, VIP access, product reviews, product input, marketing input, service input, feedback
    Surpassed 500 million global users in July, 2010
  • 25.
  • 26. How you can use
    Buy a Flip camera
    Create a library of videos that highlight product and company distinctions
    Use .ppt to create and upload online presentations
    Set up a YouTube Channel
    Start connecting with and informing partners, prospects, clients, coworkers and friends
    Can be a source of content for your social marketing efforts
    Improve organic search rankings
    Distribute dealer training
    QR Codes
  • 27. what you need to know to decide
    Attendance and discipline are half the game
    Content is king
    Dedicate resources to making this work
    Seek first to understand, then to be understood
    The conversation is going on right now, the only decision is if you will be involved
    Identify what level of involvement is sustainable
    Consistency, Consistency, Consistency
  • 28. questions?