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Search Engine Marketing for Small Businesses

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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
    Management
  • 13.
    • 5 Strategic Impact Items:
    • No Roadblocks
    • Accurate Tracking
    • Clean Code
    • Functional Front-end
    • Troubleshooting
    Technical
  • 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
    Off-site
  • 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 www.fathomseo.com/blog