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Search Engine
Marketing
Kathy Hokunson            Dan Salamone
Regional Sales Manager,   Marcom Coordinator,
Site-Seeker, ...
What is Search Engine Marketing (SEM):
      PPC, SEO & Social Media?
Search Engine Marketing (SEM)


                Is a form of internet marketing seeking to
                promote website...
Pay-Per-Click

      An Internet advertising strategy used on
      search engines, advertising networks, and
      conten...
Search Engine Optimization (SEO)


      The process of improving the volume and
      quality of traffic to a website fro...
Social Media


      Social media is content created by people
      using highly accessible and scalable
      publishing...
Pay-Per-Click

    PPC
Basic PPC Structure


                            Ad Group
                              •  Ad 1
  Account        Campaign...
Search Engine Optimization

          SEO
Let’s define SEO a little more . . .
Search Engine Optimization or SEO is a multi – phase process. To have a
successful SE...
Keyword Research – Step 1
•  What products or services do you want to be
   found for?
•  How do your prospects and client...
Competitive Research – Step 2
•    Who are your competitors
•    What keywords are they using
•    What keywords are they ...
Establish baseline & benchmarks – Step 3
•  What keywords do you want to measure your
   position for
•  What do you want ...
Defining & Measuring Success


Metrics:
Google Analytics, establish
baseline for
overall traffic and report
against it.
Defining & Measuring Success


Metrics:
Google Analytics, monitor
and measure
effectiveness of important
pages.
Defining & Measuring Success
      Defining & Measuring
      Success


Metrics:
Google Analytics,
monitor and measure
eff...
Top 10 Search Terms
    6/05‐5/06
(before)
            6/07‐5/08
                 6/08‐5/09

                  Bounce
    ...
Social Media
Why is it important to SEO?
The image cannot be displayed. Your computer may not have enough memory to open the image,
or the image may have been corr...
The image cannot be displayed. Your computer may not have enough memory to open the image,
or the image may have been corr...
The image cannot be displayed. Your computer may not have enough memory to open the image,
or the image may have been corr...
The image cannot be displayed. Your computer may not have enough memory to open the image,
or the image may have been corr...
13
hours
:
The
amount
of
video
uploaded
to
YouTube
every
minute


  
412.3
years:
The
amount
of
>me
it
would
take
to
watch...
The image cannot be displayed. Your computer may not have enough memory to open the image,
or the image may have been corr...
The image cannot be displayed. Your computer may not have enough memory to open the image,
or the image may have been corr...
We
asked
a
quesGon
. . . .




We
got
an
answer
.
.
.

We
wanted
people
to
know
.
.
.





And
it
worked
!





               TRAFFIC: 195 Clicks
Fuzion Seminar Search Engine Marketing
Fuzion Seminar Search Engine Marketing
Fuzion Seminar Search Engine Marketing
Fuzion Seminar Search Engine Marketing
Fuzion Seminar Search Engine Marketing
Fuzion Seminar Search Engine Marketing
Fuzion Seminar Search Engine Marketing
Fuzion Seminar Search Engine Marketing
Fuzion Seminar Search Engine Marketing
Fuzion Seminar Search Engine Marketing
Fuzion Seminar Search Engine Marketing
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Fuzion Seminar Search Engine Marketing

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This presentation - originally given at the Fuzion Marketing Seminar in Windsor, CT - discusses the basic elements of a well run Internet marketing plan. Site-Seeker, Inc. - a six year old Internet marketing firm, gives some insight on successful techniques and practices for seo, ppc, social media, and website analytics.

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  • So far we have covered traditional marketing methods, some social media and what are the key components of an effective website and what can happen when a well designed website engages your prospects. Now let’s talk about how we are going to drive traffic to your webstie.
  • Traditional advertising strategies included advertising in industry relevant trade journals, customer promotional campaigns, Tradeshows, PR – pushing our success stories into the market place. It was all about Push. Now there is a shift in the buying cycle. Prospects and Clients now have more control of the sales cycle. They don’t engage you in the process until they have done their research and by the time they call you they are more educated and know about your company. This was clearly illustrated earlier in the segment on websites & ROI
  • Currently our use of the internet far out strips what businesses are spending in that arena. That gap is significant. Our prospects and clients are on line 41% of their time yet businesses are only spending 6% if their marketing dollars online. A lot of opportunity exists for those businesses that engage now.
  • While earlier I mentioned that our prospects and clients have more control of the buying process or buying cycle, as businesses we now have the ability to drop our websites right in their lap at the moment they search for what we sell or the M O R – moment of relevance
  • Lift in online conversions for most of you in the audience is request for information, request for quote or phone calls driven by information on your website.
  • Okay so here’s the thing – no matter where you spend your marketing dollars you need to understand and know its effectiveness. Measurable, ROI and flexibility – these are the key components of why paid search can be a very effective marketing vehicle.
  • We talk a lot about Google, why??? Google is the man. They set the standard for search. Currently the process 70% of all searches worldwide – 78% of all B2B searches. And why do they have so much market share because of the results they deliver for the their organic search. They are relevant to what we asked for.
  • Here is a typical Search Engine Results Page or SERP, Highlighted in red or the PPC or Sponsored listings
  • Okay so we have created our account, our campaigns, our ad groups and our ads – no how do we get to the top?? Again for google it is all about relevance. Google has applied relevance to its sponsored listings as well. Now adword campaigns have a quality score. Your quality score is based on how well the ad is written, how relevant and specific the landing page is and how many negative words have been employed. For example if you are a pump manufacturer and your pumps go in manufacturing facilities you want to be found for rotary displacement pumps or centrifugal pumps but you don’t want to be found for well pumps or fuel pumps to for you negative words would be fuel and well.
  • By a show of hands how many of you here believe that SEO is a one-time“Thing” that you do to your site?
  • A well balanced and full optimized program can saturate an SERP with your company’s information.
  • Transcript of "Fuzion Seminar Search Engine Marketing"

    1. 1. Search Engine Marketing Kathy Hokunson Dan Salamone Regional Sales Manager, Marcom Coordinator, Site-Seeker, Inc. Site-Seeker, Inc.
    2. 2. What is Search Engine Marketing (SEM): PPC, SEO & Social Media?
    3. 3. Search Engine Marketing (SEM) Is a form of internet marketing seeking to promote websites by seeking to improve their visibility in search engine results pages (SERP’s). •  In 2006 North American advertisers spent 9.4 billion on SEM, a 62% increase of the prior year and a 750% increase over 2002.
    4. 4. Pay-Per-Click An Internet advertising strategy used on search engines, advertising networks, and content websites, such as blogs, where advertisers bid on keywords to achieve ad placement.
    5. 5. Search Engine Optimization (SEO) The process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results.
    6. 6. Social Media Social media is content created by people using highly accessible and scalable publishing technologies.
    7. 7. Pay-Per-Click PPC
    8. 8. Basic PPC Structure Ad Group •  Ad 1 Account Campaign •  Ad 2 •  Ad 3
    9. 9. Search Engine Optimization SEO
    10. 10. Let’s define SEO a little more . . . Search Engine Optimization or SEO is a multi – phase process. To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion. PHASE 1: Website Structure – Navigation, Organization of Code and Link Structure, xml sitemap, robots.txt, Tags: Title, Header, Keyword, Description, Alt Img Content – Keyword Research, Content Rewrite (keyword density etc) Analytics – install or verify GA, establish conversion funnels PHASE 2: Inbound Linking - Research and develop inbound links Create Authority - Create Content Pages for Social Media, Micro sites, 301 redirects for alternate domains, vertical search Ongoing – SEO Efforts are fluid and ongoing process, touching and addressing all items listed above as well. Also addressing website performance, strengths and weaknesses as indentified in GA reporting. SEO is NOT a one time service. SEO is an ongoing process that requires the provider to monitor for cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success.
    11. 11. Keyword Research – Step 1 •  What products or services do you want to be found for? •  How do your prospects and clients refer to those product or services? •  What are the key phrases that make that prospect a qualified buyer – think longer phrases that are more precise
    12. 12. Competitive Research – Step 2 •  Who are your competitors •  What keywords are they using •  What keywords are they being found for •  Where do they get their inbound links from
    13. 13. Establish baseline & benchmarks – Step 3 •  What keywords do you want to measure your position for •  What do you want to measure for effectiveness –  RFQ’s, Phone calls, Increased traffic, position •  Establish Conversion Funnels and measure what is important to you.
    14. 14. Defining & Measuring Success Metrics: Google Analytics, establish baseline for overall traffic and report against it.
    15. 15. Defining & Measuring Success Metrics: Google Analytics, monitor and measure effectiveness of important pages.
    16. 16. Defining & Measuring Success Defining & Measuring Success Metrics: Google Analytics, monitor and measure effectiveness of important keywords.
    17. 17. Top 10 Search Terms 6/05‐5/06
(before)
 6/07‐5/08
 6/08‐5/09
 Bounce
 Unique

 Bounce
 Unique

 Bounce
 Keyword
 Visits
 Rate
 Keyword
 Visits
 Rate
 Keyword
 Visits
 Rate
 spur gears 612 46.9% spur gears 1,381 36.57% spur gears 2,048 42.43% gear small gears 219 50.2% spur gear 1,019 40.92% manufacturer 1,952 42.52% gear grinding 206 31.1% helical gears 752 37.50% worm gear 1,755 70.26% spur gear 189 45% helical gear 617 44.25% bevel gears 1,392 61.93% worm gears 183 58.5% custom gear 576 93.23% bevel gear 1,129 67.23% helical gears 173 44.5% gear design 432 53.01% spur gear 1,049 41.66% gears 170 45.9% nixon gear 407 23.59% custom gears 834 59.95% nixon gear 154 33.8% gear cutting 376 53.19% worm gears 798 67.29% gear gear cutting 134 46.3% manufacturer 370 45.41% helical gear 770 47.79% metric spur gears 104 52.9% custom gears 315 52.70% gear cutter 637 70.64% “Gear Manufacturer” and “Spur Gears” are now your largest search term.
    18. 18. Social Media Why is it important to SEO?
    19. 19. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
    20. 20. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
    21. 21. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
    22. 22. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
    23. 23. 13
hours
:
The
amount
of
video
uploaded
to
YouTube
every
minute
 
412.3
years:
The
amount
of
>me
it
would
take
to
watch
every
video
on
YouTube
 
100,000,000:
The
amount
YouTube
videos
watched
every
day
 
1382%:
The
monthly
growth
rate
of
twiAer
users
January
–
February
2009
 
3,000,000:
The
average
number
of
tweets
on
twiAer.com
every
day
 
5,000,000,000:
The
number
of
mins.
spent
on
facebook
every
day

    24. 24. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Establishing Credibility with Social Media Create Accounts (Name Claim) Grow Lead Networks Discussion Become the Participate Expert in Create Discussion Content Distribute Content
    25. 25. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. How to Distribute Your Blog Email Campaign Other (links)… Twitter Blog Posts Social Bookmarking Facebook Sites Other Blogs LinkedIn
    26. 26. We
asked
a
quesGon
. . . . We
got
an
answer
.
.
.

    27. 27. We
wanted
people
to
know
.
.
.
 And
it
worked
!
 TRAFFIC: 195 Clicks
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