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Search Engine Marketing for Small Businesses


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Presented at the American Advertising Federation Cleveland BizBuzz event on May 23rd, 2011.

Presented at the American Advertising Federation Cleveland BizBuzz event on May 23rd, 2011.

Published in: Business, Technology
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  • Organic SEM is really the foundation of holistic marketing. The amount of touch points on the website and off the website give it the best chance to have lasting impact.
  • Fit all the pieces of the puzzle for success. Optimization increases the success of rankings, traffic, and conversions
  • Online marketing efforts are most effective when you have clear business goals and objectives
  • Websites need to be accessible by crawlers and humans
  • Satisfied website visitors take action
  • Link bait can help obtain top rankings
  • All strategic efforts are driven by conversions
  • Visibility and casting the net to increase the chances of obtaining business.
  • Transcript

    • 1. Search Engine Marketing for Small Businesses
      • Kurt Krejny
      • Director of SEM Best Practices
      @FathomSEO @KurtKrejny
      • Keywords and the Searcher
      • Holistic Search Engine Marketing
      • Components of Organic SEM
      • How Does Search Impact Me?
      • Where Do I Begin?
    • 2.
      • Keywords are the foundation to search engine marketing
      • Proper theming is critical
      • Types of keywords:
        • Branded
        • Non-branded
        • Strategic
        • Tactical
        • Long tails
        • Modifiers
        • Buying stages
      Keywords and the Searcher
    • 3.
      • The Scent of Information
      • A web page consists of graphical and text elements that aid navigation (where can I go?), orientation (where am I?) and deliver valuable content (should I click on this link?).
      • These words and images are the scent of information
      • Understand how and why people are searching
      • Learn searcher experience , goals and behaviors
      • Develop unique, authoritative and timely content
      • Utilize relevant keywords in search listings (Title Tags and Meta Descriptions)
      • Improve qualified traffic for higher conversions, sales, and repeat customers
      Keywords and the Searcher
    • 4. Keywords and the Searcher
    • 5. Keywords and the Searcher
    • 6. Keywords and the Searcher
      • Navigational Searches (Where Can I Go?)
      • The searcher’s goal is to go directly to a website homepage or specific page
      • Highly actionable visitor
      • Approximately 10-26% of web search queries
      • Indicators: brand name, domain suffixes (.com, .org), part of URL
    • 7. Keywords and the Searcher
      • Informational Searches (What Can I Learn?)
      • The searcher’s goal is to obtain information about a general or specific topic
      • Approximately 48-80% of web search queries
      • Indicators: longer keyword phrases, question-based keywords, plural form for lists
    • 8. Keywords and the Searcher
      • Transactional Searches (What Can I Do?)
      • The searcher’s goal is to perform an activity beyond just reading
      • Critical point in the buying process
      • Approximately 10-24% of web search queries
      • Indicators: buy, find, download, join, register, apply, contact
    • 9. Holistic Search Marketing
    • 10. Components of Organic Search Engine Marketing
      • Management
      • Technical
      • On-site
      • Off-site
      • Conversions
    • 11. Organic SEM Components On-Site Off-Site Technical Management GET CONVERT MEASURE Local Social Ecommerce Conversions Usability Mobile
    • 12.
      • 5 Strategic Impact Items:
      • Business Understanding
      • Set Proper Expectations
      • ROI Calculations
      • Detailed Analysis
      • Game Planning
    • 13.
      • 5 Strategic Impact Items:
      • No Roadblocks
      • Accurate Tracking
      • Clean Code
      • Functional Front-end
      • Troubleshooting
    • 14. On-site
      • 5 Strategic Impact Items:
      • Solid Theming
      • Keyword-focused Content
      • Solve Problems
      • User Experience
      • Calls to Action
    • 15.
      • 5 Strategic Impact Items:
      • Keyword Focus
      • Quality Over Quantity
      • Relevancy
      • Diversity
      • Timeliness
    • 16. Conversions
      • 5 Strategic Impact Items:
      • Establish Credibility
      • Build Trust
      • Power of Persuasion
      • Timely Follow-up
      • Always Be Testing
    • 17.
      • PPC
        • Higher conversion rates when both paid & organic listings are present simultaneously
        • Segment keywords for different initiatives
        • Share top converting keyword data
        • Integrate shopping feeds
        • Local extensions and Google Places
        • Combat negative PR
      • Email
        • Email follow up for keyword tracked leads
        • Promote social profiles / customer reviews / new content
      • Video
        • Videos rank in blended search
        • Supports content and conversions
        • Off-site promotion (video sharing and social media sites)
      How SEO Works With Other Online Marketing
    • 18.
      • People are searching for you and need your help
      • New marketing channel to obtain new business
      • Help your existing clients be found
      • Enhance your online reputation
      • Enhance your existing products and services with timely feedback
      • Optimize everything
      How Does Search Impact Me?
    • 19.
      • Take it on myself or hire a specialist
      • Free resources and training
      • Set goals, determine KPIs
      • Invest in a clean-coded website
      • Determine themes and keyword strategy
      • Create content to solve problems
      • Obtain links from local search profiles, partnerships, and social media
      • Measure the results / assess time or monetary investment
      • Goal based game plan
      Where Do I Begin?
    • 20. Questions? Kurt Krejny Director of SEM Best Practices @FathomSEO @KurtKrejny