Introduction toSearch Engine Marketing    Matt Commins    CEO                          1
Search Engine Landscape            2
Paid Ads,Not OrganicOrganic  3
Why Is Organic SearchEngine Optimization (SEO)Important?            4
There are more than 3 billion searches a   day on Google              5
42.1%     11.9%      8.5%      6.1%      4.9%      4.1%      3.4%      3.0%      2.8%    <13.2%6
7
8
Potential Customers AreLooking For You …Can They Find You?            9
Foundation of Search:The Keyword              10
Identify Your TargetAudience            11
What Is The User’s Intent?         Hypothetical Question:        Should the SBA strive to        appear on this keyword?  ...
Keyword = Measure ofCustomer’s Intent            13
What Is The Intention of Your Audience?                           Research                 Looking For Particular Brand   ...
What Is The User’s Intent?                             15
What Is The User’s Intent?                             16
Exercise:What Are Your Customer’sIntentions?            17
Takeaway: Choose akeyword your potentialcustomers are lookingfor.            18
Fundamentals of SearchMarketing            19
Restaurant Italian Restaurant    San Francisco Italian Restaurant            SOMA Italian Restaurant             20
Takeaway: Find a balancebetween broad traffic andqualified traffic.            21
Google Keyword Tool
Goal of SEO: To IncreaseQualified TrafficThrough Search EngineRankings            23
So How Do I Get To TheTop?            24
The 3 C’s of SEOs     1     Crawlability     2     Content     3     Credibility
Search Engines Crawl theWeb            26
How Search Engines Work                                    Algorithms index them by       Search engines crawl sites      ...
1   Crawlability         28
Technical Issues CanBlock Search Engines FromAccessing And CrawlingYour Website            29
What a User Sees
What a Spider Sees
Basic Website Crawlability Issues                                    • Broken links                                    • I...
Takeaway: Ensure searchengines can access yourwebsite and gatherinformation.            33
2   Content         34
Content Is “Food” ForSearch Engines            35
36
Takeaway: Every pageshould have keywordtheme.            37
Home PageAbout Us PageNew Content   Ideas
3   Credibility         39
Search Engines OrderResults Based onRelevance & Authority            40
41
42
Takeaway: Credibility isking.            43
Create             ContentTraffic                Indexation  Analysis             Optimize               44
Local Search               45
Takeaway: Optimize to thegeographic location ofyour business.            49
Yelp, OpenTable, Benu’s website, Google Local,  etc. should all haveexactly the same details.
“A one-star improvement (onYelp) leads to a roughly 9%    increase in revenue.”  Source: Reviews, Reputation and Revenue: ...
Other Marketing Channels                           54
55
56
Key Takeaways            57
Establish Credibility            58
Create ExceptionalContent            59
A Keyword Is AMeasurement Users Intent            60
Claim Your Business            61
Engage With Customers            62
Why Is PPC Important?What Can PPC accomplish?            63
Paid Ads,Not OrganicOrganic  64
ACCOUNT FOR                   35.4              %     64.6                                   of clicks are from           ...
Takeaway: Paid search isgrowing tremendously as amarketing vehicle.            67
How is a Paid SearchStrategy Different anThan Organic Strategy?            68
KeywordLanding                    Ad Page
How Do I Get Started?            70
http://www.google.com/ads/yolagoogle/   71
72
73
Will Everyone See My AdsLike in Organic Search?            74
No:Use Targeting Options soOnly Prospects See Ads            75
Target PCs, Tablet     and Mobile Phone       Geo Target at     Country, State, Cit        or Zip Code       Target Differ...
Impressions – Number of people who see your PPC ad.Click-Through rate (CTR) – Is determined by dividing the number of user...
Takeaway: Paid search candrive immediate sales …but must be managedconstantly and wisely.            78
Takeaway: SEO can drivelong term sales …but requires investmentof time.            79
Overall Takeaway: Confirmyour audience’s intentionsand become visible forthese intentions.            80
Visit For Free Advice!http://www.fishtankmedia.com/blog/                  81
Matt Comminsmcommins@fishtankmedia.com(650) 515-5818                   82
Questions?             83
Introduction To Search Marketing
Introduction To Search Marketing
Introduction To Search Marketing
Introduction To Search Marketing
Introduction To Search Marketing
Introduction To Search Marketing
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Introduction To Search Marketing

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We recently presented the Introduction to Search Marketing at the San Francisco Small Business Association. Included in the file is information about the SEM landscape, SEO & PPC best practices, local SEO and other recommendations.

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Introduction To Search Marketing

  1. 1. Introduction toSearch Engine Marketing Matt Commins CEO 1
  2. 2. Search Engine Landscape 2
  3. 3. Paid Ads,Not OrganicOrganic 3
  4. 4. Why Is Organic SearchEngine Optimization (SEO)Important? 4
  5. 5. There are more than 3 billion searches a day on Google 5
  6. 6. 42.1% 11.9% 8.5% 6.1% 4.9% 4.1% 3.4% 3.0% 2.8% <13.2%6
  7. 7. 7
  8. 8. 8
  9. 9. Potential Customers AreLooking For You …Can They Find You? 9
  10. 10. Foundation of Search:The Keyword 10
  11. 11. Identify Your TargetAudience 11
  12. 12. What Is The User’s Intent? Hypothetical Question: Should the SBA strive to appear on this keyword? 12
  13. 13. Keyword = Measure ofCustomer’s Intent 13
  14. 14. What Is The Intention of Your Audience? Research Looking For Particular Brand Product Discovery Consideration Purchase 14
  15. 15. What Is The User’s Intent? 15
  16. 16. What Is The User’s Intent? 16
  17. 17. Exercise:What Are Your Customer’sIntentions? 17
  18. 18. Takeaway: Choose akeyword your potentialcustomers are lookingfor. 18
  19. 19. Fundamentals of SearchMarketing 19
  20. 20. Restaurant Italian Restaurant San Francisco Italian Restaurant SOMA Italian Restaurant 20
  21. 21. Takeaway: Find a balancebetween broad traffic andqualified traffic. 21
  22. 22. Google Keyword Tool
  23. 23. Goal of SEO: To IncreaseQualified TrafficThrough Search EngineRankings 23
  24. 24. So How Do I Get To TheTop? 24
  25. 25. The 3 C’s of SEOs 1 Crawlability 2 Content 3 Credibility
  26. 26. Search Engines Crawl theWeb 26
  27. 27. How Search Engines Work Algorithms index them by Search engines crawl sites quality
  28. 28. 1 Crawlability 28
  29. 29. Technical Issues CanBlock Search Engines FromAccessing And CrawlingYour Website 29
  30. 30. What a User Sees
  31. 31. What a Spider Sees
  32. 32. Basic Website Crawlability Issues • Broken links • Improper redirects • No on-site Sitemap Created • No XML Sitemap Created • Poor internal linking / Orphaned pages • Page load timeFree diagnostics:http://www.google.com/webmasters/
  33. 33. Takeaway: Ensure searchengines can access yourwebsite and gatherinformation. 33
  34. 34. 2 Content 34
  35. 35. Content Is “Food” ForSearch Engines 35
  36. 36. 36
  37. 37. Takeaway: Every pageshould have keywordtheme. 37
  38. 38. Home PageAbout Us PageNew Content Ideas
  39. 39. 3 Credibility 39
  40. 40. Search Engines OrderResults Based onRelevance & Authority 40
  41. 41. 41
  42. 42. 42
  43. 43. Takeaway: Credibility isking. 43
  44. 44. Create ContentTraffic Indexation Analysis Optimize 44
  45. 45. Local Search 45
  46. 46. Takeaway: Optimize to thegeographic location ofyour business. 49
  47. 47. Yelp, OpenTable, Benu’s website, Google Local, etc. should all haveexactly the same details.
  48. 48. “A one-star improvement (onYelp) leads to a roughly 9% increase in revenue.” Source: Reviews, Reputation and Revenue: The Case of Yelp 2011 Michael Luca of Harvard Business School
  49. 49. Other Marketing Channels 54
  50. 50. 55
  51. 51. 56
  52. 52. Key Takeaways 57
  53. 53. Establish Credibility 58
  54. 54. Create ExceptionalContent 59
  55. 55. A Keyword Is AMeasurement Users Intent 60
  56. 56. Claim Your Business 61
  57. 57. Engage With Customers 62
  58. 58. Why Is PPC Important?What Can PPC accomplish? 63
  59. 59. Paid Ads,Not OrganicOrganic 64
  60. 60. ACCOUNT FOR 35.4 % 64.6 of clicks are from % ORGANIC UNPAID RESULTS OF CLICKS for high commercial intent keyword searches Source: WordStream Research, July 2012. US Advertiser Data Only65
  61. 61. Takeaway: Paid search isgrowing tremendously as amarketing vehicle. 67
  62. 62. How is a Paid SearchStrategy Different anThan Organic Strategy? 68
  63. 63. KeywordLanding Ad Page
  64. 64. How Do I Get Started? 70
  65. 65. http://www.google.com/ads/yolagoogle/ 71
  66. 66. 72
  67. 67. 73
  68. 68. Will Everyone See My AdsLike in Organic Search? 74
  69. 69. No:Use Targeting Options soOnly Prospects See Ads 75
  70. 70. Target PCs, Tablet and Mobile Phone Geo Target at Country, State, Cit or Zip Code Target Different Languages Decided How Fast To Spend76 The Budget
  71. 71. Impressions – Number of people who see your PPC ad.Click-Through rate (CTR) – Is determined by dividing the number of userswho clicked on an ad by the number of times the ad was delivered(impressions).Cost-per-Click (CPC) – The amount of money an advertiser pays for asingle click on its advertisement that brings one visitor to its website.Cost-per-lead (CPL) – The amount of money an advertiser pays searchengines and other internet publishers for a lead generated on itsadvertisement.Return on Advertising Spend (ROAS) – Ratio of money gained or lost onan investment relative to the amount of advertising money invested.Search Engine Results Page (SERP) - The results a user sees in thesearch engines after typing in a search query.
  72. 72. Takeaway: Paid search candrive immediate sales …but must be managedconstantly and wisely. 78
  73. 73. Takeaway: SEO can drivelong term sales …but requires investmentof time. 79
  74. 74. Overall Takeaway: Confirmyour audience’s intentionsand become visible forthese intentions. 80
  75. 75. Visit For Free Advice!http://www.fishtankmedia.com/blog/ 81
  76. 76. Matt Comminsmcommins@fishtankmedia.com(650) 515-5818 82
  77. 77. Questions? 83

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