Scott chapter 20-ignite_presentation-n.rossman

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Scott chapter 20-ignite_presentation-n.rossman

  1. 1. Search Engine Marketing<br />Ignite Presentation on <br />Chapter 20 of The New Rules of Marketing & PR<br />By David Meerman Scott<br />Presented by<br />N Rossman<br />
  2. 2. Traditional vs. Search Engine Marketing<br />Old way – interrupt & grab attention<br />Search engine marketing - No interruption<br />Customer is seeking info.<br />
  3. 3. The whole book is about search engine marketing.<br />This book tells marketers to:<br />Define buyer personas<br />Create content<br />Deliver content<br />
  4. 4. Definition:<br />The theory of the Long tail – refers to pursuing many niche markets rather than a few mainstream markets. <br />
  5. 5. Definition:<br />Search engine marketing means reaching your customers directly using customer searches.<br />Google, Yahoo!<br />Vertical market search engines that focus on one topic, industry, niche, etc.<br />
  6. 6. Definition:<br />Search engine advertising - paying to appear under a particular search phrase.<br />Two largest search engine advertising programs:<br />Google AdWords - https://adwords.google.com<br />Yahoo! Search Marketing - http://searchmarketing.yahoo.com<br />
  7. 7. Definition:<br />Search engine optimization (SEO) – “the art and science” of getting your site the highest possible ranking in the natural (un-paid)search results for a desired search phrase.<br />
  8. 8. Search Engine Optimization (SEO)<br />Provide valuable content for your customers.<br />
  9. 9. Other Resources for Search Engine Optimization<br />SearchEngineWatch.com<br />Search Engine Marketing, Inc. book by Mike Moran & Bill Hunt<br />Check out FAQs & tutorials of these sites:<br />Google AdWords<br />Yahoo! Search Marketing<br />
  10. 10. Use Unique Naming<br />Uniquely name your company, webpage, blog, book, product, band, etc.<br />Your name should “stand out from the crowd”.<br />
  11. 11. The Long Tail of Search<br />Use targeted search terms.<br />Guide buyers directly to what they are looking for.<br />Create separate marketing programs for specific search terms.<br />
  12. 12. Use Web Landing Pages<br />No one-size-fits-all!<br />Use many landing pages<br />Targeted search -> targeted information<br />Give customers info they want<br />
  13. 13. Landing Page Guidelines<br />Consistent look & feel<br />Concise & simple<br />Advertise Communicate!<br />
  14. 14. Landing Page Audience<br />Use customer speak<br />Buyer’s perspective<br />Think like customer<br />
  15. 15. Landing Page Search Terms<br />Keywords & phrases<br />Stay up to date<br />
  16. 16. Use Landing Pages to Drive Action<br />Call to action<br />Only necessary info<br />Incentives<br />Follow up on leads<br />
  17. 17. Landing pages should link to:<br />Product information<br />Case studies<br />Product uses<br />Blogs<br />Resellers<br />
  18. 18. Keys to Success of Search Engine Marketing<br />Get to know customer<br />No deception<br />Content<br />Multiple landing pages / long tail<br />
  19. 19. fini<br />

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