SEM Services The Moving Parts ofSearch Engine Optimization
1. SEM Overview 8. Link Building2. Why SEM? 9. PPC (Pay-Per-Click) Advertising3. SEM Process 10. Conversion Optimization (CRO)4. Client Research / Interview 11. Social Marketing5. Competitive Intelligence 12. Ongoing Marketing Process6. Keyword Research7. Onsite Optimization
Search Engine Marketing: In today’s culture, virtuallyeveryone online uses search engines to researchinformation about a product or service. SEM can bebroken down into 3 main categories:.1. SEO (Search Engine Optimization)2. PPC (Pay-Per-Click) Marketing3. Conversion Optimization
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.
Every market imaginable is on the internet and ready to befound and marketed to.The Benefits & Goals of SEM:1. Receive quality conversions2. Increase leads and sales3. Target specific audiences (geographic, etc.)4. Build brand advocates
All SEM services are directly related to each other anddependent upon each other in order to provide the bestatmosphere for a conversion to take place.Below is the SEM Process (NOTE: EVERY STEP IS NECESSARY ANDCRITICAL TO THE SUCCESS OF A CAMPAIGN)1. Research/Client Interview 5. Link Building (monthly SEO)2. Competitive Intelligence 6. PPC campaign3. Keyword Research 7. Conversion Optimization4. Onsite Optimization 8. Social Media Marketing
Company research information is used to develop anddetermine overall company goals online and to create aroadmap with the appropriate services necessary to thesuccess of those goals.This initial step determines:1. Budget allocations2. Timelines of services3. Goals for each service (# of leads, cost per lead, etc.)
EXAMPLEThis determines the amount of aggressiveness needed inorder to reach potential customers in your market.A highly competitiveindustry online requires amore aggressive andcreative online strategy asopposed to a lesscompetitive industry.Goals:1. Establish a benchmark for ongoing effort2. Sets expectations and challenges faced in your market
EXAMPLESearch terms generate matches for both Organic & PPC results. PPC PPC Organic
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.
Onsite Recommendations provide specific information onwhat needs to be changed in a current website or whatneeds to be done with a new website to make it hyper-focused for the keywords we choose as a group during theKeyword Research phrase.Onsite Reports Include:1) Meta Data & Keyword Integration2) Server Configurations3) General Recommendations to make the site appeal to search engines as much as it can for targeted phrases.
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.
EXAMPLESample Meta Data and Keyword Integration for the term Columbian Coffee Beans
Relevant one-way inbound links are “king” in the SEOworld. A link to a website is a “vote” of authority and usedas one of the most important ranking factors on searchengines.Benefits of Link Building:1. Increase Search Engine Rankings2. Funnel traffic to specific pages through link building3. Can be used to manage bad PR
Links to your site must be:1. Relevant2. From authoritative sites3. Contain targeted keywords. Click Here is badOpportunities for link building include:1. Unique PR Articles1) Relevant Directories2) Blog Articles3) Information resources4) Other Link Opportunities
EXAMPLESample PR Article with relevant links. A link containing a targeted keyword within an authoritative site.
2) Relevant DirectoriesMany website users will search directories for a product or service.Below is a sample directory (not a search engine):
EXAMPLEIf 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.)
PPC (pay-per-click) is a paid advertising system used in search engineslike Google & Yahoo/Bing and can be used to create search saturationor supplemental rankings.The benefits of PPC:1) Combine with Organic rankings to increase exposure2) Use where organic rankings have not been achieved3) Advertising to targeted customers based on Geography or Content4) Able to generate leads & sales quickly.5) Very targeted and nimble – easy to adjust budgets, phrases, geography, etc. on the fly
EXAMPLETargeting a user who is ready to buy organic coffee.
EXAMPLESample ofadvertising throughthe Google DisplayNetwork
Conversion optimization, also known as conversion rate optimization(CRO), is the process of developing or continuously optimizing awebsite or landing page with the goal of increasing conversions.Generally through testing different images, layouts, content, call toaction 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 traffic3. Eliminate friction and abandonment
PPC Landing Pages are most concerned with rate of conversions andreturn on investment which makes CRO a critical step in increasing thevalue of a PPC campaign.Common steps to optimizing landing pages:1. A/B Testing: testing two different designs2. Multivariate Testing: multiple versions of 1 design 1. Different Images, Text Headlines, etc. … all with the goal of increasing conversions and understanding why.
Website Pages may also be optimized for conversion.Every website page should have a goal.Common Goals include:1. Lead Generation2. Interactivity (research, videos, etc.)3. Sales4. Sign-Ups, etc.
Social Marketing operates under the goal of turningcommunity followers into brand advocates. Take a look atsocial media popularity around the world. Below areinternet users who have created a social network profileas of 2009:Source: www.seomoz.org
The Benefits of Social Media1. Build a positive company image2. Connect with potential clients/leads3. Increase community followers4. Distribute real-time information5. Create brand advocates6. The potential to reach a much wider audience through shared content
Social Media Sites such as Facebook, Twitter, LinkedIn, and YouTube allow businesses to communicate withtheir clients in real-time. This equates to fastermessaging, quicker customer service, and access toexclusive information.Social consultations gives a company the ability tomanage their social campaigns and to be aware ofgrowing industry trends.
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.
An overview of how SEM services work together, and what isrequired 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.
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.
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.