Search engine marketing you are invisible

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Gain online visibility for your website. Improve search engine rank, generate positive ROI from your marketing efforts.

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Search engine marketing you are invisible

  1. 1. Search Engine MarketingYou are invisible, and how to fix it Presented By Hans Riemer Market Vantage LLC At North By North Shore Danvers MA - Sept. 12, 2012
  2. 2. First, just a few BASICS Search Engines vs Directories Organic and Paid Search Other sources of Traffic 2
  3. 3. Search Engines and Directories Directories – Human-Edited – Yahoo Directory, Google Directory / ODP (DMOZ) Search Engines – Crawler-Based / Algorithmic – Google, Bing, Ask, etc. Recent History – Google started making money in 2001 – Remember AltaVista? Infoseek? HotBot? 3
  4. 4. Organic vs Paid Search Organic Results Paid Ads (2009 model) 4
  5. 5. Organic vs Paid Search (2012 model) 5
  6. 6. Sources of Website Traffic Paid Contextual Search Ads On-Line Pubs Portals Related Sites E-Newsletters Organic Referring Viral Pay-Per Banners Sponsor- PR Ads Search Links Marketing Click & Text Ads ships (Online / Offline)(Radio/TV/Print) Referrals On-Line Advertising Brand Awareness (Bookmark or Direct) Website Traffic 6
  7. 7. Google’s Mission & Purpose Satisfy two stakeholders: Search users – Provide the most “relevant” results Investors – Generate revenue from ads (tied to traffic from Search) Not: “Push lots of traffic to your site so can make lots of money” 7
  8. 8. Who makes Google’s job harder? People who try to get their pages to rank higher than they would otherwise Why? Because if they succeed, Google’s users (searchers) may not get the best results! 8
  9. 9. So Google keeps tweaking 2012 Panda Penguin 2010 Venice Caffeine 2008 Vince Dewey 2006 Buffy Big Daddy 2004 Jagger Gilligan Bourbon . . . 9
  10. 10. The $64,000 Question: How do I get my website to show up at the top of ? Without having to pay for the clicks, of course 10
  11. 11. What Search Engines Do 11
  12. 12. 1st Generation Search Engine Signals – Keywords and Content The site with the most keywords – WINS! Keyword Keyword Keyword Keyword Keyword Keyword 12
  13. 13. 1st Generation Search Engine Signals – Keywords and Content The Result? Keyword-stuffed content Lots of spammy, junky websites 13
  14. 14. 2nd Generation Search Engine Signals – Inbound Links Google arrives on the scene Develops an algorithmic approach Patent granted for Page Rank 14
  15. 15. 2nd Generation Search Engine Signals – Inbound Links The Result? Web 2.0 allows user generated content Lots of spammy, junky websites 15
  16. 16. 3rd Generation – User Experience Data from Google’s “free” tools Google Search Google Analytics Google Toolbar Gmail Google+1 Google Chrome browser (with toolbar) 16
  17. 17. 3rd Generation – User Experience The Result? Lots of pain and volatility 17
  18. 18. How to Show Up at the Top of Google Own a famous brand Get tons of visitors to your site Keep them there 18
  19. 19. Do’s Don’t try to optimize a lousy website 19
  20. 20. Do’s Keyword research is still important – https://adwords.google.com/o/keywordtool – Or search: google keyword tool – Use: “Exact Match” – Understand: limitations 20
  21. 21. Do’s Google understands synonyms – No need to “stuff” keywords – So, write web copy for humans 21
  22. 22. Do’s Natural link development – Articles still work – Keyword anchor text isn’t what it used to be – Directories still hold sway – Talk to your partners 22
  23. 23. Do’s Surprise! SEO is Marketing – Crisp messaging + thoughtful word choices – Visitor engagement – Usefulness – Compelling offers – Impeccable customer service – Follow-up and nurturing – PR outreach 23
  24. 24. How to tell if your site got nuked 24
  25. 25. How to tell if your site got nuked Traffic This: instead of This: site:www.yoursite.com comes up empty 25
  26. 26. What to do if your site is banned Run, don’t walk, to Find out what needs to be fixed and fix it! Request reinstatement 26
  27. 27. And now a few words about 27
  28. 28. Yearly Revenue$ in millions $40,000 $35,000 10,386 $30,000 $25,000 8,793 $20,000 7,167 6,714 $15,000 5,788 26,145 $10,000 19,443 4,160 15,723 14,413 $5,000 10,625 6,332 $0 2006 2007 2008 2009 2010 2011 Licensing & Other Network Google.com
  29. 29. AdWords Truths If your site isn’t converting, the solution is not to spend more money 29
  30. 30. AdWords Truths You’re playing against Google and your fellow advertisers 30
  31. 31. AdWords Truths It’s a live auction – Pay attention – Don’t “set it and forget it” 31
  32. 32. AdWords Truths Target carefully – Keyword selections – Display sites Sloppy = Expensive 32
  33. 33. AdWords Tip Use AdWords Preview tool to check ads – Impressions are costly – Allows geographic testing – adwords.google.com/d/AdPreview/ – Or search: adwords preview tool 33
  34. 34. AdWords Tip Who is seeing your ads? – Search: check typed keywords – Display: check sites 34
  35. 35. Questions? Hans Riemer Market Vantage LLC 978-482-0130 hjr@market-vantage.com Blog / Tips / Newsletter at www.market-vantage.com 35

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