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Be Wary of Social Media Hype, Search Engine Marketing is Still King

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Social media hype is at an all-time high with thousands of "experts" claiming it to be the greatest way to target and drive new prospects. However, search engine marketing is still the king of …

Social media hype is at an all-time high with thousands of "experts" claiming it to be the greatest way to target and drive new prospects. However, search engine marketing is still the king of targeting and delivering return on investment.

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    • 1. Be Wary of the Social Media Hype Search Engine Marketing is Still King James Windrow, Director of Interactive Marketing July 2009Presentation Date: July 2009 James Windrow
    • 2. What we will cover today • What is Search Engine Marketing? • Relationship between search engine marketing and social media. • Fundamentals of SEO • Advanced SEO Techniques • When to outsource SEO? • Setting Realistic ExpectationsPresentation Date: July 2009 James Windrow
    • 3. What is search engine marketing?Presentation Date: July 2009 James Windrow
    • 4. What is search engine marketing? What do you mean social media is a myth?Presentation Date: July 2009 James Windrow
    • 5. What do you mean social media is a myth? When all you have is a hammer, everything starts to look like a nail.Presentation Date: July 2009 James Windrow
    • 6. What do you mean social media is a myth? Social Media is just one of many tools in your bag.Presentation Date: July 2009 James Windrow
    • 7. Search Engine Marketing and Social Media Marketing Compliment Each Other ~259MM June 2009 ~390MM June 2009 Visitor data found at Compete.comPresentation Date: July 2009 James Windrow
    • 8. SEM vs. SMM What do you mean social media is a myth? Search Engine Marketing - Direct Response - Highly Targeted - High to Moderate Control Social Media Marketing - Brand Building - Moderately Targeted - Little to No ControlPresentation Date: July 2009 James Windrow
    • 9. Search Engine MarketingPresentation Date: July 2009 James Windrow
    • 10. Search Engine Marketing Paid Search Organic SearchPresentation Date: July 2009 James Windrow
    • 11. Search Engine Marketing Paid Search Organic SearchPresentation Date: July 2009 James Windrow
    • 12. Paid Search (PPC) What is Paid Search? Paid Search (also called Pay-per-Click) is an open auction environment where companies bid for placement of text advertisements within the search results for chosen keywords. How Much Does it Cost? You pay only when someone clicks on your ad and visits your website. Costs vary based on the amount of competition for a keyword/phrase. What are the Benefits of Paid Search? • Small initial investment • Targeted traffic • Great ROI • Immediate results • Real-time trackingPresentation Date: July 2009 James Windrow
    • 13. Search Engine Marketing Paid Search Organic SearchPresentation Date: July 2009 James Windrow
    • 14. Organic/Natural Search What is Organic Search? Organic Search (also called Natural Search) refers to the non-paid primary search results displayed in response to a keyword search.Presentation Date: July 2009 James Windrow
    • 15. Organic/Natural Search How Are Rankings Determined? Search engines use proprietary algorithms (mathematical formulas) to determine relevancy and ranking for a keyword search.Presentation Date: July 2009 James Windrow
    • 16. Search Engine Marketing What is Search Engine Optimization (SEO)? Search Engine Optimization is the method by which search engine algorithms are decrypted and used to define methods and techniques for modifying a websites content and code to gain higher search engine rankings.Presentation Date: July 2009 James Windrow
    • 17. Search Engine Optimization The key to SEO success (and good rankings!) is relevancy.  A search engine’s survival requires they continue to provide relevant content to searchers.  Understanding how each search engine determines relevancy is the secret.Presentation Date: July 2009 James Windrow
    • 18. Search Engine Optimization Its is CRITICAL to build a solid foundation. Important Elements to SEO • Keyword Research • Copy Optimization • Code Optimization • Webmaster ToolsPresentation Date: July 2009 James Windrow
    • 19. Keyword Research What are your prospective customers really searching for? Keywords Searches/Mo work permit 246,000 visa requirements 201,000 immigration services 135,000 work visa 135,000 visa services 135,000 immigration law 135,000 travel visa 135,000 visa working 110,000 immigration office 110,000 immigration service 74,000 global work permit 91 https://adwords.google.com/select/KeywordToolExternalPresentation Date: July 2009 James Windrow
    • 20. Optimize Your Content 1. Leverage keyword research to integrate terms with greater search volume into the copy . 2. Emphasis these terms (header, bolding, italicize). 3. Create new pages/content to support keyword research if changes are not appropriate for existing pages. 4. Keep pages as micro-focused as possible, avoid keyword dilution. Keywords Searches/Mo work permit 246,000 Total words: 46 visa requirements 201,000 Primary Keyword: work permit immigration services 135,000 Keyword Density: 2Presentation Date: July 2009 James Windrow
    • 21. Optimize Your Content Total words: 427 Primary Keyword: work permit Keyword Density: 14Presentation Date: July 2009 James Windrow
    • 22. Optimize Your Content Keywords Searches/Mo Phoenix master planned community 170 Phoenix new homes 14,800 new homes in Phoenix 2.900Presentation Date: July 2009 James Windrow
    • 23. BalancePresentation Date: July 2009 James Windrow
    • 24. Optimized Content Recap 1. Conduct keyword research 2. Use important keywords/phrases in your headers 3. Integrate your keywords/phrases into the copy on your website 4. Emphasis those terms by bolding or italicizing 5. Internal cross linking is important (anchor text) 6. Balance readability w/ optimization effortsPresentation Date: July 2009 James Windrow
    • 25. Optimize Your CodePresentation Date: July 2009 James Windrow
    • 26. Optimize Your Code Page Title Page Description URL Page Title Page DescriptionPresentation Date: July 2009 James Windrow
    • 27. Optimize Your CodePresentation Date: July 2009 James Windrow
    • 28. Optimize Your CodePresentation Date: July 2009 James Windrow
    • 29. Optimize Your CodePresentation Date: July 2009 James Windrow
    • 30. Optimize Your Code URL Structure is Important Great! www.searchengineoptimization.com Good www.yourdomain.com/search-engine-optimization Bad www.yourdomain.com/details.aspx?id=14583Presentation Date: July 2009 James Windrow
    • 31. Webmaster Tools XML Sitemaps Tour guides for search engines. Google Search: XML SitemapPresentation Date: July 2009 James Windrow
    • 32. Webmaster Tools 1. Explore the ways search engines index your site. 2. Troubleshoot errors or problems. 3. Make your site more search engine friendlyPresentation Date: July 2009 James Windrow
    • 33. Content & Webmaster Tool Recap 1. Unique title and meta descriptions for every page. 2. Use URL’s that make sense 3. Implement the free webmaster tools – XML Sitemaps – Webmaster Central – Robots.txtPresentation Date: July 2009 James Windrow
    • 34. Inbound Link Building Universal Search Local Search ADVANCED SEARCH ENGINE OPTIMIZATIONPresentation Date: July 2009 James Windrow
    • 35. SEO: Inbound Link Building Inbound Link Building is Critical! Google Page Rank is a numeric value that Google assigns to web pages. •Scale: 1 (bad) to 10 (great). Strategies 1. Link Baiting (Write Good Content!) 2. Press Releases 3. Social Media (Digg, Technorati, Facebook, Discussio n Groups, etc) 4. Directories (DMOZ, Yahoo, etc) 5. Many more…Presentation Date: July 2009 James Windrow
    • 36. SEO: Universal Search Paid Search Video Websites News Social Media SemanticPresentation Date: July 2009 James Windrow
    • 37. SEO: Universal Search 45.13% 6.63% 15.69% 14.41% comScore Releases August 2008 U.S. Search Engine RankingsPresentation Date: July 2009 James Windrow
    • 38. SEO: Universal Search Video Search • 80% of US Internet users watch video online. • The average viewer watches 3 hours of online video each month. • More than 12 billion online videos watched each month.* * comScore.com, September saw Americans view more than 12 billion videos online, May, 2008Presentation Date: July 2009 James Windrow I-ology Confidential and Proprietary
    • 39. SEO: Universal Search Video SearchPresentation Date: July 2009 James Windrow I-ology Confidential and Proprietary
    • 40. SEO: Local SearchPresentation Date: July 2009 James Windrow
    • 41. SEO: Local Search 1. Claim Your Local ListingPresentation Date: July 2009 James Windrow
    • 42. SEO: Local Search 2. Place Your Address in Website FooterPresentation Date: July 2009 James Windrow
    • 43. SEO: Local Search 3. Add regional terms to your website contentPresentation Date: July 2009 James Windrow
    • 44. Advanced Techniques Recap 1. Develop inbound links 2. Leverage Universal Search 3. Optimize for Local SearchPresentation Date: July 2009 James Windrow
    • 45. Presentation Date: July 2009 James Windrow
    • 46. When to Outsource Your SEM • PPC – Almost Always • SEO – Constant algorithm changes – Specialization • Would you have your auto mechanic fix your television? Do your due diligence!Presentation Date: July 2009 James Windrow
    • 47. What are realistic expectations?Presentation Date: July 2009 James Windrow