State of Search Marketing 2010
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State of Search Marketing 2010

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Presentation given in April 2010. Covers what's new in the search marketing world at a high level, then goes into execution techniques and effectiveness.

Presentation given in April 2010. Covers what's new in the search marketing world at a high level, then goes into execution techniques and effectiveness.

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  • 1. www.waterandstone.com   The State of Search Marketing 2010
  • 2. www.waterandstone.com   What Is Search Marketing? -- drivers The term search marketing encompasses a -- planning range of activities, from classic search engine -- execution optimization (SEO), to social media optimization (SMO) to management of pay-per-click (PPC) -- tracking services for the purpose of promoting your site and making it more visible to searchers.
  • 3. www.waterandstone.com   !   what's new this year   The emphasis of real time results -- drivers   The renewed vitality of Microsoft (Bing) -- planning   The success of SMO -- execution   Facebook PPC -- tracking   Emergence of location search   Necessity for mobile-friendly content
  • 4. www.waterandstone.com   !   what's hasn't changed   The dominance of Google -- drivers   The importance of fundamentals -- planning   The reward for excellent & changing content -- execution -- tracking
  • 5. www.waterandstone.com   !   key factors to consider for your site   The domain name (does it include a strong -- drivers brand or relevant keywords?) -- planning   Relevant Inbound links (quality, then quantity) -- execution   Content of URLs (do they contain key words?) -- tracking   Amount of content, as well as quality & frequency of change   Keyword density   Internal link density   The age of your domain   Consistency of your search marketing efforts
  • 6. www.waterandstone.com   !   formulate reasonable goals Yes, I know, we all want to be #1 on Google… -- drivers   Remember that Google rankings are only a -- planning means to an end – the goal is an increase in -- execution relevant traffic. You don't have to be on page -- tracking one of Google to achieve this goal (though it does help!).   Keep this in mind as it will shape your implementation and your tracking -- and without it, you are likely to waste your efforts.
  • 7. www.waterandstone.com   !   conduct an SEO audit   Identify areas of opportunity (keyphrases with -- drivers more traffic and less competition) -- planning   Where you rank now -- execution   # of inbound links -- tracking   # of pages indexed   Who currently dominates your chosen keywords   Their inbound links & pages indexed & metadata   Conduct content audit to assess suitability for optimization for your keywords   Decide which pages to optimize
  • 8. www.waterandstone.com   !   don't forget the long tail   The longer the keyword combination, the less -- drivers competition, AND the higher the -- planning conversion rates! -- execution   Generic keyphrases are highly competitive and -- tracking require long term commitment (or PPC).   The long tail is often the point of least resistance.
  • 9. www.waterandstone.com   !   Make your site search friendly   This is classic “SEO”   One of the few areas where you really need an -- drivers expert’s assistance. -- planning   Key Issues: -- execution   Search engine friendly URLs (SEF) -- tracking   page titles   XML Sitemaps  metadata   element attributes   keyword density   internal link density and link text   Robots.txt file
  • 10. www.waterandstone.com   !   The place of metadata   Metadata isn’t dead (though it is less important) -- drivers   It should not be ignored -- planning   Key field => Description -- execution   Key field => Keywords -- tracking   Key field => Robots   Many optional fields here
  • 11. www.waterandstone.com   !   Make your site search friendly - extras   Use a site map (front end) -- drivers   Implement effective handling of 404s -- planning   Enforcement (and use) of consistent URL -- execution formulation (www or not www) -- tracking   Tags (taxonomy) : can have a positive affect on internal link density   Internal links – use title attribute and use link text
  • 12. www.waterandstone.com   !   now you are ready to register!   You must manually register on the key engines -- drivers   Automated software has a limited and -- planning secondary role -- execution   Create & maintain XML site maps -- tracking   Set up Google Webmaster Tools account   Set up Yahoo! Site Explorer account   Set up a Bing Webmaster Center account   Don’t be afraid to re-register if the site does not show up in a reasonable period of time – but don't overdue it!
  • 13. www.waterandstone.com   !   building links   The key: Relevant, high ranking sites -- drivers   Hit the key directories - Yahoo!, DMOZ, any -- planning niche market directories -- execution   Look at your competitors’ links pages -- tracking   Build links to your key pages -- not just the homepage   Use keyword-specific link text   Are you willing to buy links?   This takes massive amounts of time.
  • 14. www.waterandstone.com   !   increase the number of pages indexed   Create internal links -- drivers   Maintain a site map on your site -- planning   Keep those URLs friendly! -- execution   Keep XML site map updated -- tracking   Consider using "spider food"
  • 15. www.waterandstone.com   !   what’s a “friendly” (SEF) URL? -- drivers Search Engine (& user!) Hostile: -- planning http://www.balitravelportal.com/index.php? page=main.php&action=ShowCategory&catid=56 -- execution -- tracking Friendly:   h/p://www.balitravelportal.com/south-­‐bali/kuta
  • 16. www.waterandstone.com   !   the role of PPC   When you absolutely, positively have to be on -- drivers Page One -- today! -- planning   There are several programs worth -- execution looking at. -- tracking   Google = no set up fees, daily budgets with no deposit   Google has better syndication and site targeting   Facebook PPC is relatively new   lower click costs than Google   Better demographic targeting  
  • 17. www.waterandstone.com   !   Social Media Optimization   Digg & Newsvine can fast-track listing -- drivers   StumbleUpon – can drive traffic -- planning   Exploit the increasing number of social -- execution bookmarking sites -- tracking   Establish a presence on relevant niche community sites.   Don't forget Wikipedia.   Content creation for Web 2.0 sites is worthwhile – This is the New PR.   Get bookmarking tools on your site   If you have suitable content, offer RSS feeds
  • 18. www.waterandstone.com   !   SMO - Participating in Community   Seek out community sites frequented by your -- drivers target markets. -- planning   Create a place to interact with them. -- execution   Logical choices: -- tracking   Facebook   Ning   Regional / Country Specific networks, like Hi5   other niche sites suitable to your offering
  • 19. www.waterandstone.com   !   SMO – Twitter -- drivers   Love it or hate it, but don't ignore it. -- planning   Your Twitter profile will be indexed. -- execution   With Google's new emphasis on real time -- tracking results, tweets get indexed quickly.   Effective at driving traffic into your site.
  • 20. www.waterandstone.com   !   special SEO considerations (1) Site rebuilds -- drivers   must plan and manage migration! -- planning   Identify your key indexed pages & put 301 re- -- execution directs on them -- tracking (2) In the sandbox…   nothing to do but wait (3) Blacklisted   can petition for re-indexing   get your Google Webmaster account set up
  • 21. www.waterandstone.com   !   you have to track!   Where do you stand now? If you don't know, that is the first issue to address. You must have -- drivers some baseline to evaluate efforts. -- planning   Ask: What’s working? -- execution   Ask: What needs more attention? -- tracking   Feedback the knowledge into your efforts.   Google Analytics is a great choice and the price is right!   Programs like Advanced Web Ranking are also very useful.  Check those PPC reports   Check your Google Webmaster account
  • 22. www.waterandstone.com   !   Ric Shreves Web: www.WaterAndStone.com Thank you for your time. eMail: ric@waterandstone.com