Search Engine Marketing A 40-minute primer on using search engines to grow your business.

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Search Engine Marketing
A 40-minute primer on using search engines to grow your business.

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Search Engine Marketing A 40-minute primer on using search engines to grow your business.

  1. 1. Search Engine Marketing A 40-minute primer on using search engines to grow your business Get Your MBO / December 7, 2007
  2. 2. <ul><li>What is SEM? </li></ul><ul><ul><li>SEM = SEO + PPC </li></ul></ul><ul><ul><li>What isn’t SEM? </li></ul></ul><ul><ul><li>Why you need SEM </li></ul></ul><ul><li>Tactics and strategies </li></ul><ul><ul><li>Most important part of SEM </li></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><li>Putting it all together </li></ul><ul><ul><li>Case studies </li></ul></ul><ul><ul><li>Balancing SEO vs. PPC </li></ul></ul><ul><ul><li>Action items </li></ul></ul>Three main sections Slide 2
  3. 3. <ul><li>Stands for Search Engine Marketing </li></ul><ul><li>Combination of SEO and PPC </li></ul><ul><li>SEM = SEO + PPC </li></ul>Section 1: What is SEM? Slide 3
  4. 4. <ul><li>Search Engine Optimization </li></ul><ul><ul><li>AKA, natural search </li></ul></ul><ul><ul><li>AKA, organic search </li></ul></ul>What is SEO? <ul><li>Market share as of October </li></ul><ul><ul><li>Google at 65% </li></ul></ul><ul><ul><li>Yahoo at 21% </li></ul></ul><ul><ul><li>MSN at 7% </li></ul></ul><ul><ul><li>Ask at 5% </li></ul></ul>Slide 4
  5. 5. Where the SEO results appear Slide 5
  6. 6. <ul><li>Pay Per Click </li></ul><ul><ul><li>AKA, paid search </li></ul></ul><ul><ul><li>AKA, sponsored links </li></ul></ul>What is PPC? <ul><li>Market share as of October </li></ul><ul><ul><li>Google AdWords at 75% </li></ul></ul><ul><ul><li>Yahoo Search Marketing at 19% </li></ul></ul><ul><ul><li>Microsoft adCenter at 5% </li></ul></ul>Slide 6
  7. 7. Where the PPC results appear Slide 7
  8. 8. <ul><li>Any tactics that don’t follow “Webmaster Guidelines” </li></ul><ul><ul><li>AKA, black hat tactics </li></ul></ul><ul><ul><li>AKA, search engine spam </li></ul></ul><ul><li>Example: What is cloaking? </li></ul><ul><li>Company: Germany BMW </li></ul>What isn’t search engine marketing? Slide 8
  9. 9. What search engines would see Slide 9
  10. 10. What users would see Slide 10
  11. 11. <ul><li>Google is a verb! </li></ul><ul><li>6.7 billion monthly searches </li></ul><ul><li>Search is #1 online activity (tied with email) </li></ul><ul><li>91% of all users use search and email </li></ul><ul><li>210+ million users in US </li></ul><ul><li>It makes sense! Be where customers are looking! </li></ul>Why you need SEM Slide 11
  12. 12. <ul><ul><li>By far, the most important part of SEM is </li></ul></ul><ul><ul><li>KEYWORDS!!! </li></ul></ul>Section 2: Tactics and strategies Slide 12
  13. 13. Toddlers aren’t interested in physics Slide 13
  14. 14. <ul><li>Keywords can be single words or phrases </li></ul><ul><li>‘marketing’ and ‘online marketing’ and ‘online marketing firm’ – each of the three are keywords </li></ul>Keywords 101 Slide 14
  15. 15. <ul><li>Phase 1: Get ideas </li></ul><ul><ul><li>What do you call your services? </li></ul></ul><ul><ul><li>Look at competitors’ sites </li></ul></ul><ul><ul><li>Read industry magazines </li></ul></ul><ul><ul><li>Ask customers </li></ul></ul><ul><ul><li>Interview employees </li></ul></ul><ul><ul><li>Ask your spouse </li></ul></ul>Where to start Slide 15
  16. 16. <ul><ul><li>Use free tools </li></ul></ul><ul><ul><ul><li>http://tools.seobook.com/general/keyword/ </li></ul></ul></ul><ul><ul><ul><li>http://freekeywords.wordtracker.com/ </li></ul></ul></ul><ul><ul><ul><li>Google AdWords, Yahoo! Search Marketing </li></ul></ul></ul><ul><ul><li>Use paid tools </li></ul></ul><ul><ul><ul><li>http://www.keyworddiscovery.com/ </li></ul></ul></ul><ul><ul><ul><li>http:// www.wordtracker.com / </li></ul></ul></ul>Phase 2: Conduct research Slide 16
  17. 17. <ul><li>Look at search counts </li></ul><ul><li>Go after the “low hanging fruit” </li></ul><ul><li>Which ones have fewer competitors? </li></ul><ul><li>Which ones are less popular but more targeted? </li></ul>Phase 3: Keyword selection Slide 17
  18. 18. <ul><li>Buying cycle </li></ul><ul><li>Three main parts </li></ul><ul><ul><li>Interest – 1-2 word keywords </li></ul></ul><ul><ul><li>Research – 2-3 word keywords </li></ul></ul><ul><ul><ul><li>May use “review” or “compare” </li></ul></ul></ul><ul><ul><li>Purchase – 3-5 word keywords </li></ul></ul><ul><ul><ul><li>May use “buy” or “purchase” or “order” </li></ul></ul></ul>Keyword selection – cont’d Slide 18
  19. 19. <ul><li>NOT just meta tags </li></ul><ul><li>NOT just being search engine friendly </li></ul><ul><li>It’s not just about higher rankings, it’s about more traffic </li></ul><ul><li>Two main aspects of SEO </li></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Links </li></ul></ul>SEO Slide 19
  20. 20. <ul><li>How do you balance writing for the search engines with writing for your visitors? </li></ul><ul><li>Visitors are #1, search engines are #2 </li></ul><ul><li>Keyword research should be in alignment with what your users want to read </li></ul>SEO: Content Slide 20
  21. 21. <ul><li>Since 1997, AuthorHouse, the leading self-publishing company in the world, has helped more than 30,000 authors reach their book publishing goals and self publish more than 40,000 books. Publishing your book with AuthorHouse means you’ll have all the services and support you need to publish, promote and sell your book. </li></ul>Good example Slide 21
  22. 22. <ul><li>Since 1997, AuthorHouse, an Indiana book publisher and the leading self-publishing book publisher in the world, has helped more than 30,000 authors reach their book publishing goals and self publish more than 40,000 self published books. Publishing your book with AuthorHouse, an Indiana book publisher and the leading self-publishing book publisher, means you’ll have all the book publishing services and book publishing support you need to publish, promote and sell your self published book. </li></ul>Bad example Slide 22
  23. 23. <ul><li>The three things you need to know about links </li></ul><ul><li>Incoming links count as votes </li></ul><ul><li>Quality over quantity </li></ul><ul><li>Internal links tell the search engines which pages are most important </li></ul>SEO: Links Slide 23
  24. 24. Internal links Slide 24
  25. 25. <ul><li>Do they all “belong” together? </li></ul><ul><ul><li>Are poetry publisher keywords separate from romance publisher keywords? </li></ul></ul><ul><li>Smaller groups are better </li></ul><ul><li>Easier to match ads </li></ul>Grouping keywords Slide 25
  26. 26. <ul><li>Only have 95 characters on Google </li></ul><ul><li>Only have 110 characters on Yahoo </li></ul><ul><li>Make a list of the benefits and features </li></ul><ul><ul><li>Feature is the what; benefit is the how </li></ul></ul><ul><ul><li>25,000 bookstores vs. more potential books sales </li></ul></ul><ul><li>Prioritize the list </li></ul><ul><li>Write multiple ads, each with a theme </li></ul><ul><li>TEST!! </li></ul>Writing ads Slide 26
  27. 27. <ul><li>Should match the wording of the ad </li></ul><ul><li>Should “fulfill” the promise of the ad </li></ul><ul><li>Should expand on the ad </li></ul><ul><li>Checklist </li></ul><ul><ul><li>Benefits oriented headline </li></ul></ul><ul><ul><li>Supporting copy that explains features </li></ul></ul><ul><ul><li>Why choose you (optional) </li></ul></ul><ul><ul><li>What do you want the visitor to do? </li></ul></ul>Writing landing pages Slide 27
  28. 28. Good example Slide 28
  29. 29. <ul><li>Case studies </li></ul><ul><li>Balancing SEO vs. PPC </li></ul><ul><li>Action items </li></ul>Section 3: Putting it all together Slide 29
  30. 30. <ul><li>Self-publishing firm </li></ul><ul><li>Built business completely on direct mail </li></ul><ul><li>Started PPC in 2001 </li></ul><ul><li>Chose a single keyword – ‘publisher’ </li></ul><ul><li>Generated 5x as many leads in first month </li></ul><ul><li>More leads for less cost = more revenue and more profit </li></ul><ul><li>Lesson learned: Work with what you have! </li></ul>Case study - AuthorHouse Slide 30
  31. 31. Case study – Nova Hydraulics <ul><li>Repairs and remanufactures hydraulic pumps </li></ul><ul><li>Spent $100 on PPC in first month </li></ul><ul><li>Generated enough revenue to pay for website and 1 year of pay per click </li></ul><ul><li>Spends $4K/month now </li></ul><ul><li>Will generate $1.5M+ from PPC/SEO </li></ul><ul><li>7 employees </li></ul><ul><li>Lesson learned: Just try it and get started! </li></ul>Slide 31
  32. 32. Balancing SEO and PPC <ul><li>SEO </li></ul><ul><ul><li>More sweat equity but less $$ </li></ul></ul><ul><ul><li>Longer to see results </li></ul></ul><ul><ul><li>Less control </li></ul></ul><ul><li>PPC </li></ul><ul><ul><li>Quicker results </li></ul></ul><ul><ul><li>More control </li></ul></ul><ul><ul><li>More expensive </li></ul></ul><ul><li>Which should you do first? </li></ul>Slide 32
  33. 33. Action Items <ul><li>Keyword research </li></ul><ul><ul><li>Talk to one employee </li></ul></ul><ul><ul><li>Use online tool (slide 16) </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Incorporate keywords onto home page </li></ul></ul><ul><ul><li>Does it read smoothly? Not sound stilted. </li></ul></ul><ul><li>PPC </li></ul><ul><ul><li>Open Google AdWords account </li></ul></ul><ul><ul><li>Search for ‘google adwords promotional code’ </li></ul></ul>Slide 33
  34. 34. Thank you! Pat East [email_address] 812.330.3134 x106

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