Oxiem Search Engine Marketing Workshop: The Basics of SEO & SEM
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  • 1. • 10:00 – 10:20 a.m. Welcome and Basics of Search Presentation • 10:30 – 10:45 a.m. Round 1 • 10:45 – 11:00 a.m. Round 2 • 11:00 – 11:15 a.m. Round 3 • 11:15 – 11:30 a.m. Round 4 • 11:30 – 12:00 p.m. Individual Consultations
  • 2. Engaging Branding | Top Technology | Easy Manageability > Sites that perform & convert visitors to customers Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy
  • 3. • Founded 2004, integrating web, branding and online marketing • Offices in Springfield and Columbus, Ohio • Staff of 16 FT/PT web, search and online marketing professionals • Unique top-level focus and access • Driven to provide cost-efficient services
  • 4. Source: comScore, Jan. 2010
  • 5. Source: Society for New Communications Research, March 09
  • 6. Source: Sapient Interactive, June 09
  • 7. • Search Engine Marketing • Integrating search engines across multiple aspects of your marketing strategies • Pay-Per-Click, Search Engine Advertising • Using Google Adwords, Yahoo Search (CPC), etc. • Search Engine Optimization • Optimizing content to appear high on search engine rankings • Social Media Optimization • Optimizing your social media content to appear high on search engine rankings
  • 8. PAID ORGANIC
  • 9. Key Quality Metrics •Page views – 3 or more •Time on site – 3 min or more •Bounce rate – 30-40%
  • 10. • Cost efficient, requiring mostly time & expertise • Once achieved, results tend to be long- lasting • Typically higher quality traffic • Buying vs. renting
  • 11. • Technical aspects • Keywords and key phrases • Title tags, heading tags & existing content • Content growth • Links and link building • Local business lists
  • 12. • Highly targetable – geo-targeting targets searchers where they are geographically. • Highly measurable • Cost-effective when managed – pay only when a user clicks your ad • Ability to daypart • Ability to land users on unique landing pages • Multivariable testing to determine which ads are working best Visit Google.com/AdWords to test a campaign
  • 13. • Get creative with keywords – Relevant think in the mind of the searcher Keywords • Use ad copy that is clear, well- written, specific, and compelling Engaging Landing Ad Text Pages • Create keyword-specific landing pages vs.
  • 14. Tools: • adwords.google.com/select/KeywordToolExternal • freekeywords.wordtracker.com • websitegrader.com
  • 15. Table 1 – Grabbing Table 2 – Growth Gradually Connecting with (Organic Search) the Customer (Conversions) Table 4– Build it Table 3– I Want Traffic (Right) and They Now! Will Come (Paid Search) (Technical Aspects)