Search Marketing Success


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The basics for getting started with search engine marketing

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Search Marketing Success

  1. 1. Connecting Business With Web Success O X I E M | C O L U M B U S & S P R I N G F I E L D | T : 8 6 6 . 4 3 2 . 8 2 3 5 | O X I E M . C O M
  2. 2. Sites Engaging Branding | Top Technology | Easy Manageability > Sites that perform & convert visitors to customers Search Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion Social Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy
  3. 3. The Perfect Storm Searching Organizes the Web
  4. 4. Fact: We Like to Search
  5. 5. SEM Marketing Spending
  6. 6. The Internet & Purchasing Decisions
  7. 7. A Change in Marketing Habits
  8. 8. The Art & Science Of Search
  9. 9. The Basics of Search PAID ORGANIC
  10. 10. Types of Search Marketing • SEM • Search Engine Marketing • Integrating search engines across multiple aspects of your marketing strategies • PPC • Search Engine Advertising • Using Google Adwords, Yahoo Search (CPC), etc. • SEO • Search Engine Optimization • Optimizing content to appear high on search engine rankings • SMO • Social Media Optimization • Optimizing your social media content to appear high on search engine rankings
  11. 11. All the Jargon • Algorithm – A mathematical formula used by search engines to determine which web sites in their database to present in search results, in which order. While search engine algorithms change regularly, primary on-page factors include keyword density and source code optimization. The primary off-page factor is link popularity. • Bounce Rate - This is the rate of visitors that enter your site, and leave within the first 5 seconds (as calculated by Google Analytics) without viewing another page. • Conversion - A site visitor completes a desired action. Generally a download, signup, purchase, etc. • Inbound Links - A text or graphical hyperlink from one site to another. Google and other search engines’ algorithms consider a site’s popularity based on the quality and quantity of inbound links from relevant third party sites to help determine search positioning.
  12. 12. All the Jargon • Landing Page - The page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link • Pay Per Click - System where an advertiser pays an agreed amount for each click someone makes on a link leading to their web site. Also known as CPC (Cost Per Click) or paid listings. • Rank - How well a particular web page or web site is listed in a search engine results. Generally, sites on the first page (or within the first 10 listings) generate significant visibility and traffic. Overall, saying a page is "listed" only means that it can be found within a search engine in response to a query, not that it necessarily ranks well for that query. “Rank” is also referred to as “position”. • Unique Visitor – Is a visitor that interacts with a site. They may interact more than once, but within analytics reporting, they are only counted one time.
  13. 13. Success Formula: Three Measures of Success Target Traffic Generated Quality of Conversion Visit
  14. 14. Search Engine Marketing 101 Organic Search Marketing
  15. 15. Organic Search Organic Search Marketing • Cost efficient requiring mostly time & expertise • Once achieved, results tend to be long lasting • Typically higher quality traffic (Page-views, Time-on-site, Bounce rate) • Deeper keyword results depending on the keyword list
  16. 16. The Pillars of SEO On-Page Off-Page Optimization Optimization • Keyword rich text • Solid keyword list • Headings • Linking strategies • Title tags • Anchor text • Meta tags • Directory submission • Calls to action • Keyword focused links • URL structure • Social media! • Internal linking • Much more!
  17. 17. Keywords and key phrases Building a Keyword List • Think like a customer • Include spelling mistakes and variations • Include plural and singular versions • Cast a wide net. Refine, refine, refine. • Long tail theory Tools:
  18. 18. Keywords and key phrases Use Your Keywords Intelligently • Use your top keyword phrases often in your site copy • Use keyword text, not images for your site's navigation • Use keywords in textual links. Not “click here” but “read our blog on cakes” • Use keywords in page titles
  19. 19. Linkability! Key to Success: Fresh, high-quality content! Tactics: • Blog • Whitepapers • E-books • Sharable content on your website
  20. 20. Important Steps in Organic SEO Title Tags Title tags are the descriptions located at the top of the visitor’s web browser, and they’re a strong indication to Google what each page is about. Heading Tags Heading tags are typically the biggest lines of text found toward the top of each page H1 H2 H3 H4
  21. 21. Places to start for local business • • • Yelp Business Account •
  22. 22. No Site Is An Island
  23. 23. Search Engine Marketing 101 Pay-Per-Click
  24. 24. Pay-Per-Click Search Pay-Per-Click Search Marketing • Highly Targetable – Geotargeting targets searchers where they are • Highly measurable • Cost-effective when managed – pay only when a user clicks your ad • Ability to daypart • Ability to land users on keyword specific landing pages • Multivariable testing to determine which ads are working best Visit to test a campaign
  25. 25. Tips for PPC Success Relevant Keywords Engaging Landing Ad Text Pages Tips • Get creative with keywords – think in the mind of the searcher • Create keyword specific landing pages • Use ad copy that is clear, well-written, specific, and compelling Vs.
  26. 26. Conversions are key • Take a quiz! • Fill out a form • Ask a question • Watch a video • Download a brochure or whitepaper • Request more info
  27. 27. Search Engine Marketing 101 Social Media Optimization
  28. 28. Harnessing “People Streams”
  29. 29. Social Search?
  30. 30. Welcome to Real Time
  32. 32. A Better Approach Traditional Marketing Search Social Media Engine Optimization WEBSITE
  33. 33. Optimize Your Blog • Integrate your top performing keywords • Outbound Links – Link to others in your posts • Offer RSS & Subscriptions buttons • Headlines, Tags & Categories • URL Structure • • • Download the “All in One SEO” Pack for Wordpress
  34. 34. Optimize your Social Media Profiles • Make sure you’re linking to your website in all profiles! • LinkedIn links • Facebook Fan Pages • Twitter bios • Delicious, Digg and other social bookmarking profiles • Integrate keywords in your bios • Use to track and measure all links you are sharing
  35. 35. Make Sharing Easy! Remember, good content gets shared. Are you making it easy for viewers to share? Top Sites to Consider: • Delicious • Digg • Technorati • Facebook • Twitter • Google Buzz (maybe)
  36. 36. Places to start for local business • Google’s local business Center • Google AdWords Keyword tool • Yelp • Free directory listings • Paid inclusions
  37. 37. Questions? Billy Fischer || 614.448.1809 @billyfischer @oxiem Download this presentation at: