1. SEM Services
The Moving Parts of
Search Engine Optimization
2. 1. SEM Overview 8. Link Building
2. Why SEM? 9. PPC (Pay-Per-Click) Advertising
3. SEM Process 10. Conversion Optimization (CRO)
4. Client Research / Interview 11. Social Marketing
5. Competitive Intelligence 12. Ongoing Marketing Process
6. Keyword Research
7. Onsite Optimization
3. Search Engine Marketing: In today’s culture, virtually
everyone online uses search engines to research
information about a product or service. SEM can be
broken down into 3 main categories:.
1. SEO (Search Engine Optimization)
2. PPC (Pay-Per-Click) Marketing
3. Conversion Optimization
4. 1. Search Engine Optimization
SEO is the effort of moving a website higher in the SERP
(search engine result page) for targeted keywords.
2. PPC (Pay-Per-Click) Marketing
PPC Marketing is a paid advertising initiative that targets
users through Google adwords, Google Display
Network, and/or other search engines.
3. Conversion Optimization
Conversion optimization applies to every step and process
of SEM, but primarily focuses on improving conversion
rates on an ongoing basis.
5. Every market imaginable is on the internet and ready to be
found and marketed to.
The Benefits & Goals of SEM:
1. Receive quality conversions
2. Increase leads and sales
3. Target specific audiences (geographic, etc.)
4. Build brand advocates
6. All SEM services are directly related to each other and
dependent upon each other in order to provide the best
atmosphere for a conversion to take place.
Below is the SEM Process (NOTE: EVERY STEP IS NECESSARY AND
CRITICAL TO THE SUCCESS OF A CAMPAIGN)
1. Research/Client Interview 5. Link Building (monthly SEO)
2. Competitive Intelligence 6. PPC campaign
3. Keyword Research 7. Conversion Optimization
4. Onsite Optimization 8. Social Media Marketing
7. Company research information is used to develop and
determine overall company goals online and to create a
roadmap with the appropriate services necessary to the
success of those goals.
This initial step determines:
1. Budget allocations
2. Timelines of services
3. Goals for each service (# of leads, cost per lead, etc.)
8. EXAMPLE
This determines the amount of aggressiveness needed in
order to reach potential customers in your market.
A highly competitive
industry online requires a
more aggressive and
creative online strategy as
opposed to a less
competitive industry.
Goals:
1. Establish a benchmark for ongoing effort
2. Sets expectations and challenges faced in your market
10. The Benefits of Keyword Research:
1. Determine common search terms in your industry.
2. Discover new keywords beyond your competitors.
3. Find terms with high search volumes for targeting.
4. Match company offerings with search user intent.
1. Find out what consumers or searchers are actually searching for. It’s not
always the industry term that we all might assume.
11. Onsite Recommendations provide specific information on
what needs to be changed in a current website or what
needs to be done with a new website to make it hyper-
focused for the keywords we choose as a group during the
Keyword Research phrase.
Onsite Reports Include:
1) Meta Data & Keyword Integration
2) Server Configurations
3) General Recommendations to make the site appeal to search engines as
much as it can for targeted phrases.
12. The Benefits of Onsite Optimization:
1. Allow search engines to easily index and understand your
website and its pages.
2. Uncover existing problems that would prevent a page from
being indexed.
3. Provide documentation for optimizing pages to targeted
keywords.
4. Ultimately… to provide unique content that search engines
and people love.
14. Relevant one-way inbound links are “king” in the SEO
world. A link to a website is a “vote” of authority and used
as one of the most important ranking factors on search
engines.
Benefits of Link Building:
1. Increase Search Engine Rankings
2. Funnel traffic to specific pages through link building
3. Can be used to manage bad PR
15. Links to your site must be:
1. Relevant
2. From authoritative sites
3. Contain targeted keywords. Click Here is bad
Opportunities for link building include:
1. Unique PR Articles
1) Relevant Directories
2) Blog Articles
3) Information resources
4) Other Link Opportunities
16. EXAMPLE
Sample PR Article with relevant links.
A link containing
a targeted
keyword within
an authoritative
site.
17. 2) Relevant Directories
Many website users will search directories for a product or service.
Below is a sample directory (not a search engine):
18. EXAMPLE
If your site sells Coffee Beans, below are examples of quality links to your site:
.org website
Premium
Coffee Directory
Relevant &
Authoritative
My Coffee Bean
Press Release Recommendation
Website
(Another
Timely & website linking
News-worthy to your site.)
19. PPC (pay-per-click) is a paid advertising system used in search engines
like Google & Yahoo/Bing and can be used to create search saturation
or supplemental rankings.
The benefits of PPC:
1) Combine with Organic rankings to increase exposure
2) Use where organic rankings have not been achieved
3) Advertising to targeted customers based on Geography or
Content
4) Able to generate leads & sales quickly.
5) Very targeted and nimble – easy to adjust
budgets, phrases, geography, etc. on the fly
22. Conversion optimization, also known as conversion rate optimization
(CRO), is the process of developing or continuously optimizing a
website or landing page with the goal of increasing conversions.
Generally through testing different images, layouts, content, call to
action and more.
The Benefits of CRO:
1. Increase conversion percentages
1. If 10 out of 100 visitors fill out your form Conversion Optimization would work to get 15
or 20 out of 100. The process is ongoing until the desired result is achieved.
2. Increase quality of leads and overall traffic
3. Eliminate friction and abandonment
23. PPC Landing Pages are most concerned with rate of conversions and
return on investment which makes CRO a critical step in increasing the
value of a PPC campaign.
Common steps to optimizing landing pages:
1. A/B Testing: testing two different designs
2. Multivariate Testing: multiple versions of 1 design
1. Different Images, Text Headlines, etc.
… all with the goal of increasing
conversions and understanding why.
24. Website Pages may also be optimized for conversion.
Every website page should have a goal.
Common Goals include:
1. Lead Generation
2. Interactivity (research, videos, etc.)
3. Sales
4. Sign-Ups, etc.
25. Social Marketing operates under the goal of turning
community followers into brand advocates. Take a look at
social media popularity around the world. Below are
internet users who have created a social network profile
as of 2009:
Source: www.seomoz.org
26. The Benefits of Social Media
1. Build a positive company image
2. Connect with potential clients/leads
3. Increase community followers
4. Distribute real-time information
5. Create brand advocates
6. The potential to reach a much wider audience through
shared content
27. Social Media Sites such as Facebook, Twitter, Linked
In, and YouTube allow businesses to communicate with
their clients in real-time. This equates to faster
messaging, quicker customer service, and access to
exclusive information.
Social consultations gives a company the ability to
manage their social campaigns and to be aware of
growing industry trends.
28. Ongoing SEM Services primarily focus on the growth of Search Engine
Rankings and quality leads from PPC and Social campaigns.
Below are recommended ongoing services:
Link building: To maintain and improve search engine result page rankings (SERP Rankings).
PPC Management: To maintain and improve overall ROI. Continually testing new tactics.
Conversion Optimization: To improve conversion rates for new leads or purchases.
Social Media: To support and improve company image and customer loyalty.
29. An overview of how SEM services work together, and what is
required before implementing those services:
1. Client Research / Interview: The initial step that determines budget
allocations, timelines for services included, and goals for each service.
2. Competitive Intelligence: The Initial SEM service that determines strengths
and weaknesses of online competitors and provides recommendations for
competing with those competitors.
3. Keyword Research: Requires client research and Competitive Intelligence to
develop a thorough keyword list.
30. 4 Onsite Optimization: Requires keyword research in order to build a
foundation for allowing search engines to appropriately index a website and
determine the MOST relevant pages or content on the site.
5 Link Building: Requires onsite optimization in order to build quality inbound
links to relevant pages indexed by major search engines with the goal of
improving search engine rankings.
6 PPC (Pay-Per-Click) Advertising: Requires keyword research and onsite
optimization for building quality advertising campaigns with the goal of
increasing leads and decreasing cost per conversion.
31. 7 Conversion Optimization (CRO): CRO’s main goal is to increase conversion
percentages by the means of A/B testing and multivariate testing on landing
pages and website pages. It’s a way to learn more about consumer behavior
and how they interact or should interact with your website or landing page.
8 Social Marketing: Social campaigns may require additional SEM services, but
they are not required in order to start a presence on social media sites. The
main goals of social media marketing are to increase community
followers, distribute real-time information, build a company’s image, and
provide engaging material that turns community followers into brand advocates
who use a company’s products or services.
