CAPTURING MARKET SHARE IN A RECESSION WITH SEM OEN WEBINAR

Amplify Interactive Overview Specialized in helping companies get more out of their Web presence Search Engine Optimization (SEO) Pay Per Click (PPC) Link Development Content Syndication Social Media Strategies Basic Web Analytics Clients benefit from industry experience and strategic perspective Established agency Senior level staff & expertise Experts: Speaker at Search Engine Strategies, SEMpdx & local area business seminars Results: Work has been featured in MarketingSherpa.com We work with our clients to understand their industry, offering & competitive advantage Well-rounded client base: B2B & B2C

Specialized in helping companies get more out of their Web presence

Search Engine Optimization (SEO)

Pay Per Click (PPC)

Link Development

Content Syndication

Social Media Strategies

Basic Web Analytics

Clients benefit from industry experience and strategic perspective

Established agency

Senior level staff & expertise

Experts: Speaker at Search Engine Strategies, SEMpdx & local area business seminars

Results: Work has been featured in MarketingSherpa.com

We work with our clients to understand their industry, offering & competitive advantage

Well-rounded client base: B2B & B2C

Amplify Interactive Clients: Past & Present KEEN Footwear Intel/Cisco Danner Boots LaCrosse Footwear Polygon Homes Northwest Audio Precision

KEEN Footwear

Intel/Cisco

Danner Boots

LaCrosse Footwear

Polygon Homes Northwest

Audio Precision

When: Tuesday, March 10, 8:00am – 5:00pm Where: Oregon Zoo, Portland Oregon Cost: See SEMpdx.org for early bird pricing! SearchFest 09 is a FULL DAY search engine marketing conference. Tracks will cover a wide variety of topics, ranging from search engine optimization (SEO) and pay-per-click (PPC) fundamentals, to more advanced tracks that include leveraging Web 2.0 to increase online visibility and sales, Web analytics, and future trends. Special keynote by Danny Sullivan , Editor-In-Chief of Search Engine Land and founder of Search Marketing Expo (SMX) Use partner rate discount code: OEN-SEMPDXSF0920 Upcoming Events: SearchFest 09 www.searchfest.org

What is SEM?

Amplify Interactive SEO Overview What Is SEO? Some Terminology SEO: Search Engine Optimization “ Altering a web site to improve it’s organic, crawler-based rankings in search engines.” PPC: Pay Per Click or Cost Per Click “ Pay a search engine (or another site) for each click someone makes on a link leading to a site” SEM: Search Engine Marketing “ Act of marketing a site via search engines - whether organic, purchasing paid listings (ppc), or a combination of both”. Also sometimes refers to PPC-only efforts. Inbound Links or Backlinks “ Links pointing to a particular site or page.” Search engines measure your backlinks for ‘quality’ links, which impacts organic rankings SMO: Social Media Optimization (SMO) - Online Word Of Mouth Marketing “ Harnessing online communities to engage your target customer, build word of mouth around your brand, and drive targeted traffic to your site”

What Is SEO? Some Terminology

SEO: Search Engine Optimization

“ Altering a web site to improve it’s organic, crawler-based rankings in search engines.”

PPC: Pay Per Click or Cost Per Click

“ Pay a search engine (or another site) for each click someone makes on a link leading to a site”

SEM: Search Engine Marketing

“ Act of marketing a site via search engines - whether organic, purchasing paid listings (ppc), or a combination of both”. Also sometimes refers to PPC-only efforts.

Inbound Links or Backlinks

“ Links pointing to a particular site or page.” Search engines measure your backlinks for ‘quality’ links, which impacts organic rankings

SMO: Social Media Optimization (SMO) - Online Word Of Mouth Marketing

“ Harnessing online communities to engage your target customer, build word of mouth around your brand, and drive targeted traffic to your site”

Anatomy of a Search Result Organic Listings: 80%-90% of Clicks Placement based on algorithm No control over position, description Long-term visibility Majority of clicks Harder to track Paid Listings: 10%-20% of Clicks Pay per click ($.10 - $20) Control over messaging & keywords Rank based on $ + quality score Track-able “ Universal Search” Results (varies by search engine & query)

Organic Listings: 80%-90% of Clicks

Placement based on algorithm

No control over position, description

Long-term visibility

Majority of clicks

Harder to track

Paid Listings: 10%-20% of Clicks

Pay per click ($.10 - $20)

Control over messaging & keywords

Rank based on $ + quality score

Track-able

Search Engine Marketing Why Should You Care?

WHY SEARCH ENGINE MARKETING? Over 80% of all Internet traffic begins at a search engine 63% of users research buying decisions online 61% of users visit your brand Website before buying (even if buying offline)

Over 80% of all Internet traffic begins at a search engine

63% of users research buying decisions online

61% of users visit your brand Website before buying (even if buying offline)

TOP INTERNET MARKETING TACTICS Search Engine Optimization (SEO) Blogging Pay Per Click (PPC) Email Marketing Social Networking (Facebook, LinkedIn) Blogger Relations / Blog PR Microblogging (Twitter) Affiliate Marketing Advertorial (NewsForce, AdFusion) Video Marketing

Search Engine Optimization (SEO)

Blogging

Pay Per Click (PPC)

Email Marketing

Social Networking (Facebook, LinkedIn)

Blogger Relations / Blog PR

Microblogging (Twitter)

Affiliate Marketing

Advertorial (NewsForce, AdFusion)

Video Marketing

MOST POPULAR MARKETING TACTICS

Amplify Interactive Search Marketing Data

Amplify Interactive Search Marketing Data Importance of Search in Influencing Offline Buying

MARKETING AND RECESSION (AND SEM)

MARKETING IN A RECESSION Studies show that increasing advertising during a recession, when competitors are cutting back, improves market share and return on investment

Studies show that increasing advertising during a recession, when competitors are cutting back, improves market share and return on investment

VALUE PROPOSITION OF SEARCH NO MATTER HOW DEEP YOUR POCKETS, SEM IS AN ATTRACTIVE OPTION Searchers are HIGHLY TARGETED prospects Actively searching for keywords related to your business If sales occur offline - selling occurs online Costs per lead/sale are lower Search : $0.45 Email : $0.55 YP : $1.18 Banners : $2.00 DM : $9.94 Search has an impact on brand awareness eMarketer: 16% lift in brand awareness when site appears in top organic and paid search results

NO MATTER HOW DEEP YOUR POCKETS, SEM IS AN ATTRACTIVE OPTION

Searchers are HIGHLY TARGETED prospects

Actively searching for keywords related to your business

If sales occur offline - selling occurs online

Costs per lead/sale are lower

Search : $0.45 Email : $0.55 YP : $1.18 Banners : $2.00 DM : $9.94

Search has an impact on brand awareness

eMarketer: 16% lift in brand awareness when site appears in top organic and paid search results

MARKETERS ARE SHIFTING BUDGETS TO SEM

Search: The Big Picture

SEARCH = PARADIGM SHIFT IN MARKETING OLD MODEL Marketers create a message Interrupt & beat people over the head with it Hope that it resonates and creates awareness & preference

OLD MODEL

Marketers create a message

Interrupt & beat people over the head with it

Hope that it resonates and creates awareness & preference

SEARCH = PARADIGM SHIFT IN MARKETING NEW MODEL Search term data (keywords) = exactly what potential customers want That’s great for search engines, but search term information is extremely valuable in your other marketing outreach Search Terms Site Content Articles Ad Copy Messaging Release optimization Social Media Email Campaigns CONTENT ADVERTISING PR COMMUNITY

NEW MODEL

Search term data (keywords) = exactly what potential customers want

That’s great for search engines, but search term information is extremely valuable in your other marketing outreach

Site Content

Articles

Ad Copy

Messaging

Release optimization

Social Media

Email Campaigns

SEARCH ACROSS THE BUYING CYCLE AWARENESS CATEGORY TERMS Example: Shoes

Example:

Shoes

SEARCH ACROSS THE BUYING CYCLE AWARENESS CONSIDERATION / RESEARCH CATEGORY TERMS LONG TAIL CATEGORY Example: Men’s leather shoes

Example:

Men’s leather shoes

SEARCH ACROSS THE BUYING CYCLE AWARENESS CONSIDERATION / RESEARCH DECISION CATEGORY TERMS LONG TAIL CATEGORY REFINED LONG TAIL / BRANDED Example: Kenneth Cole men’s leather dress shoes

Example:

Kenneth Cole men’s leather dress shoes

SEARCH ACROSS THE BUYING CYCLE AWARENESS CONSIDERATION / RESEARCH DECISION CONVERSION / PURCHASE CATEGORY TERMS LONG TAIL CATEGORY REFINED LONG TAIL / BRANDED BRANDED Example : Kenneth Cole punchual slip ons

SEARCH ACROSS THE BUYING CYCLE CATEGORY TERMS LONG TAIL CATEGORY REFINED LONG TAIL / BRANDED BRANDED AWARENESS CONSIDERATION / RESEARCH DECISION CONVERSION / PURCHASE CONVERSIONS (LEADS / SALES) REPEAT VISITS % INTERESTED (DEMOS / DOWNLOADS / SIGN-UPS) ENGAGEMENT (BOUNCE RATE / TIME ON SITE) EXAMPLE METRIC

SEO Basics

SEO BASICS Inbound Links Quality vs. Quantity Content Keyword optimized Useful, value driven Features, tools, resources Architecture, Navigation & Code Keyword optimized Search engine friendly Keyword Research & Selection Improved Search Engine Presence, Targeted Traffic, Visitor Conversion Foundation of an Effective Search Marketing Campaign

Content

Keyword optimized

Useful, value driven

Features, tools, resources

Architecture, Navigation & Code

Keyword optimized

Search engine friendly

Influence Rankings Title Tag - unique to every page Body Copy Categorized Content & Cross Links

Influence Rankings

Title Tag - unique to every page

Body Copy

Categorized Content & Cross Links

#1 SEO Take Home Tip: Turn Images and JavaScript off and review your site… This is how a search engine sees your site Same Page with Images Turned Off Can Still Navigate Can Still Read Copy Image Links Replaced with Text Links If You CAN’T Get Around Your Site This Way - Neither Can a Search Engine Spider

Use Search Engine Webmaster Tools Use Webmaster Resources Submit a list of your pages Check the “crawl” of your site Submit offline content & products List your office locations Use “help” information to your advantage

Use Webmaster Resources

Submit a list of your pages

Check the “crawl” of your site

Submit offline content & products

List your office locations

Use “help” information to your advantage

Site Marketing Strategies Ads Wiki Directory Search Engine Social Links Blog Press Site / Blog

Keep An Eye on Your Reputation Online Reputation Management: #7 result for “comcast” Was #2 for weeks Are competitors violating trademarks?

Online Reputation Management:

#7 result for “comcast”

Was #2 for weeks

Are competitors violating trademarks?

SEO Checklist Do you know your keywords? https://adwords.google.com/select/KeywordToolExternal Page Titles (Title Tags): Keywords? Unique to every page? Review your site with images turned off Links ON your site: Are you cross linking keyword phrases? Is your content themed & categorized? Obsessively so? Headlines & Copy: are you using keywords? Do you have resource content that helps sell your product? Wine.com: Tasting notes, pairing info, user reviews, wine basics Use Google & Yahoo’s Webmaster Tools Links TO your site: Are you building relevant, quality, on-topic links? Keep an eye on your reputation

Do you know your keywords?

https://adwords.google.com/select/KeywordToolExternal

Page Titles (Title Tags): Keywords? Unique to every page?

Review your site with images turned off

Links ON your site: Are you cross linking keyword phrases?

Is your content themed & categorized? Obsessively so?

Headlines & Copy: are you using keywords?

Do you have resource content that helps sell your product?

Wine.com: Tasting notes, pairing info, user reviews, wine basics

Use Google & Yahoo’s Webmaster Tools

Links TO your site: Are you building relevant, quality, on-topic links?

Keep an eye on your reputation

PPC Basics

Why PPC? SEO is to PR as PPC is to advertising Good companies do both Rapid implementation & traffic Appear only for relevant search terms Pay only for actual clicks, FREE branding benefits Easy access to distribution channels Control over the message and visitor experience Control over when & where ads appear Measurable results & improvement through in-depth reporting

SEO is to PR as PPC is to advertising

Good companies do both

Rapid implementation & traffic

Appear only for relevant search terms

Pay only for actual clicks, FREE branding benefits

Easy access to distribution channels

Control over the message and visitor experience

Control over when & where ads appear

Measurable results & improvement through in-depth reporting

CAMPAIGN/AD GROUP BREAKOUT GET VERY GRANULAR

Best Practices Keywords in headlines and/or ad copy Compel the reader to click Set foundation for testing AD COPY DEVELOPMENT

Best Practices

Keywords in headlines and/or ad copy

Compel the reader to click

Set foundation for testing

QUALITY SCORE & YOU Quality Score Components: Click Through Rate vs. Competing Ads Landing Page Relevance Conversion Rates Continually Work to Improve Quality Score: Keyword optimization (bids, matching) Ad optimization (ad copy tests, keyword-ad pairs) Campaign optimization (budget allocation, ad distribution) Quality Score Cost Per Click Click Through Rate

Quality Score Components:

Click Through Rate vs. Competing Ads

Landing Page Relevance

Conversion Rates

Continually Work to Improve Quality Score:

Keyword optimization (bids, matching)

Ad optimization (ad copy tests, keyword-ad pairs)

Campaign optimization (budget allocation, ad distribution)

FINAL NOTES

HIRING / WORKING WITH AN SEM RED FLAGS Did they cold call or email you out of the blue? SEO: NOBODY can GUARANTEE you a MEANINGFUL #1 result in Google They should be working on YOUR site, NOT on shadow domains that they own They should not require that you link to them or their other clients Link development? Quality not quantity PPC: More than bid management Analytics / Reporting: Should establish KPI’s & take action based on them regularly Get and check on references & results

RED FLAGS

Did they cold call or email you out of the blue?

SEO: NOBODY can GUARANTEE you a MEANINGFUL #1 result in Google

They should be working on YOUR site, NOT on shadow domains that they own

They should not require that you link to them or their other clients

Link development? Quality not quantity

PPC: More than bid management

Analytics / Reporting: Should establish KPI’s & take action based on them regularly

Get and check on references & results

Resources http://del.icio.us/Amplify.Interactive (LINKS) www.amplify-interactive.com/blog www.sempdx.org - educational events & forums www.semportland.com - SEMpdx Blog https://adwords.google.com/select/KeywordToolExternal

http://del.icio.us/Amplify.Interactive (LINKS)

www.amplify-interactive.com/blog

www.sempdx.org - educational events & forums

www.semportland.com - SEMpdx Blog

https://adwords.google.com/select/KeywordToolExternal

Thank You For Your Time! Benjamin Lloyd, President www.amplify-interactive.com www.amplify-interactive.com/blog/

When: Tuesday, March 10, 8:00am – 5:00pm Where: Oregon Zoo, Portland Oregon Cost: See SEMpdx.org for early bird pricing! SearchFest 09 is a FULL DAY search engine marketing conference. Tracks will cover a wide variety of topics, ranging from search engine optimization (SEO) and pay-per-click (PPC) fundamentals, to more advanced tracks that include leveraging Web 2.0 to increase online visibility and sales, Web analytics, and future trends. Special keynote by Danny Sullivan , Editor-In-Chief of Search Engine Land and founder of Search Marketing Expo (SMX) Use partner rate discount code: OEN-SEMPDXSF0920 Upcoming Events: SearchFest 09 www.searchfest.org