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What is Search Engine Marketing (SEM)? An Overview...


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Presentation to the University of Washington Business School class on Search Engine Marketing. Includes insight on how search engines work, what programs are available (SEO/SEM) and how social media …

Presentation to the University of Washington Business School class on Search Engine Marketing. Includes insight on how search engines work, what programs are available (SEO/SEM) and how social media impacts

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  • Ardeth spoke about being found – this is outcome of good organic lead acquisition and visibility
  • Transcript

    • 1. Search Engine Marketing Overview for UW Business School – 11/3/10
    • 2. What We Will Cover Today
      Organic vsPaid Media
      Some Stats
      Search Engine Basics
      Organic Search (Natural)
      Organic and Social Together
      Paid Search
      New Issues with Search
      Landing Pages
    • 3. Organic vs Paid Lead Acquisition Strategies
      Organic Traffic & Leads
      Natural Search (SEO)
      Social Media
      Referrals (Links)
      The Internet
      Paid Traffic & Leads
      • Paid Search
      • 4. Display/Banners
      • 5. Affiliate (CPA)
      • 6. TV/Radio/Print
      Organic strategies work TOGETHER to improve visibility
      Paid strategies are managed and analyzed as INDIVIDUAL channels
    • 7. US Advertising Spending by Media2007 – 2012 in Millions
      Search has overtaken display as the #1 media spend online (as of 2008)
      Internet will overtake newspapers in 2011 (if not sooner)
      Internet is bigger than spot local/national TV in spend
      Search is already bigger than print Yellow Pages/directories
      Lots of traditional media spends are in decline while Internet is up, up, up!
      Source: Jack Meyers Media Business Report as provided to eMarketer, Sept 14, 2009
    • 8. Why Search Engine Marketing?
      The #1 driver of non-direct traffic to most websites
      High quality traffic
      All stages of the buying cycle from research to price compare
      Organic traffic has no media costs
      Pay Per Click search traffic is highly targetable
      By keyword, location, time of day, day of week, demographic, etc.
      PPC is self-service, easy to get up and running
      PPC is a great way to test messaging, offers, landing pages and positioning
    • 9. Types of Search Engines
      Rely on search spiders and algorithms
      Google/AOL, Yahoo Web, MSN, Teoma
      Directories/Human Editors
      Rely on submissions and editors to review
      Yahoo! Directory, DMOZ,, CNET,
      Rely on merchandise managers and submissions
      Froogle, eBay,,
      Meta Search
      Automate queries across other indexes
      Dogpile, MetaCrawler
      Industry Vertical Engines/Directories
      Focus on specific industries through human editors & submissions,
      Social Media
      Twitter is “Real Time” search
      LinkedIN, Facebook and MySpace are search networks
    • 10. The #1 Job of Search Engines
      Provide the Best Search Results Based on the Limited Information (1-4 keywords) the Searcher Gives the Engine.
      Better search results (organic & paid) = happier searchers
      Happier searchers = more search/repeat usage
      More search usage = more inventory
      More inventory = more opportunity to sell pay per click advertising
    • 11. Search Engine Marketing Programs
      Search Engine Optimization (SEO)
      Listed in the editorial or organic area of engine.
      Higher quality traffic – legitimate search results.
      No guarantee of placement, mid to long term results.
      Pay Per Click (PPC) Search
      Auction, bid or CPC system.
      Immediate, cost effective, trackable.
      Pay Per Click (PPC) Content Network
      Google/Bing have matched your keywords to content on the internet
      You push ads to a site without a specific search
      Managed through your same search PPC interface
    • 12. A Google Example SEM of Programs
      Paid Results: The top two performers from the AdWords CPC program.
      Main Results: Natural search listings which cannot be bought, but influenced with SEO program. Google does not have a trusted feed or paid inclusion program.
      Paid Results:AdWords closed-bid CPC placements. Ranked by CTR x CPC. Top three listings distributed to partners. Top three and more distributed to Google’s Content-Targeted Ad network.
    • 13. Example of a Content Ad Network Placement
      Content Network: Page content mapped to your keywords. Highly efficient buy, but lower in quality.
    • 14. The Golden Triangle of Search Usability
      The results of an eye tracking study on Google.
      The focus is on the upper left with a glance over to the top of the right hand side placements.
      Underlines the volume importance of the top placements.
    • 15. The Importance of Position
      The higher the position, the higher the click through rate
      The higher the position, the lower the conversion (in general)
      Critical to understand position vs cost vs conversion trade off
      Source is Yahoo! site wide data.
    • 16. How Crawlers Work
      Search Bots follow links and return information to index
      Googlebot, MSNbot, Muscat Ferret ( lists 298 bots)
      Cached Pages
      In Database
      Update &
      Business Rules
      Data Sources
      Crawl Site
      Local Content
      (standard update)
      Foundation Database
      (standard update)
    • 17. How Do They Get Data? – Spiders…
      Search Spiders follow links and return data to search engine for processing with algorithms. They can:
      Read meta tags, title tags and HTML content.
      Read URL’s (some read past a ? variable, some don’t).
      Read some dynamic content.
      Follow links through-out the site if built into page.
      Are looking for STRONG uses of keywords.
      H1 tags, title tags and HTML content are more important.
      Bold and italic words.
      Are looking for CONTEXT
      Block of related text, pages with single themes, etc.
      Spiders can only return what they can read and find.
      Our job is to help them find the right information in the right format
    • 18. Why Search Engine Optimization (SEO)?
      60 – 80% of clicks on a search engine results page emanate from the organic search area.
      Google: 80% of clicks from organic
      Yahoo: 70% of clicks from organic
      MSN: 60% of clicks from organic
      Organic clicks may or may not be more qualified.
      The clicks are free of media costs (although there are internal & management costs).
      It is an important part of your entire SEM program.
    • 19. Search Engine Optimization Truths
      Your #1 job is to make finding, crawling and indexing your site as easy as possible for bots
      High rankings are built on relevant content & links
      Remember the #1 goal of search engines
      Following white hat strategies is best
      Engines getting smarter about search spam
      Do you have time to fight the search engines?
      The simpler a site the easier to get ranked
      Balance CMS/Rich Media vs Search Objectives
      SEO is NOT fast and never ends
      Set aside budget for SEO as you would PPC
      SEO will effect your marketing, IT, Web site and copy writing groups.
    • 20. SEO Programs Contain Five Elements
      Keyword Selection
      Volume vs. Relevancy vs. Competitiveness
      Site Content
      Align Words, Files, Tags, etc. with Keywords
      Submission, Indexing, Site Structure
      Get More Pages into the Engines
      Sitemap.xml’s are critical for large sites
      Leverage on-site link structure
      Inbound, On-site and Outbound Links are All Important
      Consistent, Timely Reporting to Manage Progress
    • 21. Twitter – The Latest in Search
      Looks like a search engine to me
      Hashtags and @ symbols drive direct relevance
      Popular topics drive HUGE traffic
      Find people who are talking about topics you are interested in
      Now Twitter feeds in Google and Bing (just announced)
    • 22. Social Media and Search
      Social media has dramatically increased the amount of indexable content available – everyone is a publisher
      Social has also increased the SPEED at which content is created
      Blogs, comments and articles are much easier to publish and now have revenue attached to them via Google Adsense, etc.
      Social media networks has raised the bar on cross linking, product communication and personal profile publishing.
      The concept of a homepage is changing
      Not just on your site, but Facebook, LinkedIN, Twitter
      Being involved in a conversation and pointing (via links) too an authoritative piece of content adds to the link building tool set
      Social is boosting the distinction between organic & paid campaigns
    • 23. Twitter Feeds in Google
      Twitters feeds in Google search results page
    • 24. The Major Modes of Use for Twitter
      Listen and respond to conversations
      Listen to what is being said about your products and brand
      Respond to accolades and criticism
      If something positive or negative is said > how do you engage the conversation?
      Syndicate and engage your audience
      Use Twitter to promote your content, webinars & releases
      Create and manage Twitter campaigns
    • 25. Listen and Respond to Conversations
      Listening Tools
      Response Systems
      Your website
      The reactive mode of social media requires on-going monitoring and engagement
      There are LOTS of tools for monitoring different conversation streams
    • 29. Syndicate and Engage Your Audience via Twitter
      Create Content
      Create Campaigns
      Track Results
      One off Tweets
      Create a Series of Tweets in a Campaign
      • Build your tweets for the week in one sitting
      • 32. Build all of the tweets for the campaign at once
      • 33. Include links to your site which we shorten for you
      • 34. Schedule tweets to go out through your account
      Your Content
      In Optify Reports
      In Twitter
      • Increase followers
      • 50. # of ReTweets
      Your Site
      Other Blogs
      Utilizing social media and Twitter to extend the reach of your content is ideal
      Tracking the results through campaign variables on your link back to your site, increased number of visitors and increased number of followers
    • 51. Paid Media Cost Methods
      Online Media Can be Purchased Using Various Cost Methods, Each with Pros & Cons.
      Time: Great for guaranteed SOV and placement, but inventory is determined by visitor traffic. Effective method for page takeovers to build awareness and to block out competitors.
      CPM: Strong guarantee of impressions, share of voice, and targeted placements, but greater risk (of ROI) falls on the advertiser.
      CPC: Provides targeted placement at less risk than CPM, but impressions are not guaranteed and risk of forced and/or incentive clicks.
      CPA or Revenue Share: The least amount of risk for advertiser and paid only when an user-action is performed, but no guarantee of impressions, placement, nor acceptance by publishers.
      Less CommonMore Common
      Publisher RiskAdvertiser Risk
    • 52. Paid Search Overview
      The most effective, timely and trackable way to start spending marketing dollars.
      Market is in transition from a Google + Yahoo + Bing + others to just Google + Bing
      Google is king – they have the largest volume, highest quality audience, best testing tools & easiest user interface.
      Bing is gaining with marketing, innovation and business development
      Google content network is MUCH bigger and more refined than Bing
      Testing is what will make or break your program!
    • 53. How Paid Search Programs Work
      Syndicated Engines
      (Syndicated Search)
      AdSense Sites
      (Content Ads)
      CPM Sites
      (Sub Set of AdSense)
      • All of these programs are ad serving systems.
      • 54. Search is just one outlet of impressions for the system.
      • 55. Everything is centered around a pay per click model vs a CPM or CPA
      • 56. Even CPM programs in Google are judged on an effective CPC basis
    • Paid Search Testing is Critical
      The success of your program depends on testing and your ability to expand/improve
      Look for incremental improvement over a long term.
      Include seasonality, week parts & day parts
      Your web analytics/tracking protocol is critical
      What level of granularity can you support/afford?
      Do you automate bid management?
      Balance between click volume and statistical significance.
      Does it make sense to optimize terms that get 4 clicks per month?
    • 57. Paid Search - Areas to Optimize
      Inventory (# of impressions accessible)
      Campaign Structure & Categories
      Match types (broad, phrase, exact)
      Negative Keywords
      Placement: Search vs. Content
      Bid Strategy/Ad Rank
      Conversion Process
      Landing Pages
      Balance with Life Time Value
    • 58. Paid Search Metrics, Levers and Actions
    • 59. Customer Segmentation & Search
      Two Major Ways to Segment with Search
      By Keyword
      Each keyword someone enters is a behavioral indicator.
      A correlation exists between the stage of the research or purchase process and the type of keywords entered.
      MP3 Player vsipod 4GB nano black
      Music vs Free Rhapsody Trial
      By Demographic Data
      New tools that link account information with keyword searches are available.
      Research keywords to get demographic profile (very helpful for wider campaigns)
      Target broader keywords to a narrower demographic (helpful for expanding keyword campaigns)
    • 60. New Issues with Search Engines
      Bing running Yahoo search – impact?
      Google updating UI to add in Bing “esque” features
      Google Instant – rapid update of results interface while you type
      Real Time Search
      Google’s “caffeine” is trying to index content faster
      Adding Real Time tweets to Google Index
      Universal Search
      Combining multiple media types into same Search Engine Results Page.
      Text, Video, Audio, Images, etc.
      Personalized Search
      Change results page based on previous search behavior and website visitation patterns
      Off-shoot of behavioral targeting
      Latent Semantic Indexing
      Already in use to improve results
      Context of keywords as well as words around the word.
      Mobile Search
      iPhone, Blackberry, Google Android Platform
      Is it form or function?
    • 61. Landing Page Best Practices
      The copy, colors, look & feel should all be in-line with the message of the media.
      Any disconnects between what the marketing message said and what the landing page says causes friction in the process.
      The fewer words, the fewer images, the fewer links, etc. – the better the page will convert.
      Narrow Focus
      Lose any extraneous links, unfocused navigation.
    • 62. Testing Methodologies & Tools
      No Testing is Death
      Start with A/B/C testing > but be disciplined in variable control (only one at a time!)
      Move to multi-variant when you have the dollars and traffic to support it.
      Ability to test millions of combinations of variables via tree’d approach (aka smart test design)
      Taguchi method is de-rigueur, but new, more modern methods are now commercially available.
      Small incremental changes are the rule, not the exception.
    • 63. What to Test on a Landing Page
      Headlines and Headings
      # and Type of Testimonials
      Bonus Gifts
      P.S. Messages
      Opening Sentence Image
      Closing Sentence Image
      Location of Images
    • 64. That’s a Wrap!
      Visit for more articles, information & blogs (in the process of being updated)
      Also visit for jobs 
      E-mail me with comments, additional questions, clarifications –
      Join the LinkedIn University of Washington MBA Alumni Group – go beyond your class!
      Thank You!
    • 65. Is Google the New Microsoft?
      You can now functionally live without every installing a Microsoft product
    • 66. Share of Searches by Engine
      Is the bloom coming off of Bing?
      Why does Google keep winning? What will it take to change this trend?
    • 67. Interrelationships Between Engines
      • Main Search Results, Secondary Search Results, Directory Results & PPC are all shared/powered by various partners
    • A Yahoo Example SEM of Programs
      Paid Results: Auction style results from YSM! (Overture)
      In-House Inventory: Yahoo! owns the page, they can do what they want.
      Paid Results: Trusted feed results. Flat category CPC pricing.
      Main Results: Natural search listings which cannot be bought, but influenced with SEO program. Google does not have a trusted feed or paid inclusion program.
    • 68. How do the PPC Programs Differ?
      The primary web sites are different
      Google & Ask > strictly a search engine
      MSN & Yahoo > portals with search
      Twitter > spaz messaging!
      The syndicated networks are different
      Google feeds AOL, & lots more
      Yahoo! Search Marketing feeds Yahoo!
      MSN Search feeds and Live!
      The content networks are different
      Different sites
      Different ways to identify the way to place the ad on a site
      Different ways to optimize ads
      The rules for placement are different
      Underlying algorithms are slightly different
      Match types, minimum bids, normalization, targeting
      The concept of relevancy is different
      Google > extended relevancy past click through rate to landing page consistency and post landing pages > crawling deeper into sites.
      Google > higher priority on “clean” ads that don’t duplicate each other
      Yahoo, Bing and ASK are fast following Google (but Google is still faster)
    • 69. Appendix - Fun SEO Tools
      Blog posts, guides, SEO and Lead Intelligence software
      Local company with great tool set
      See a list of keywords and what rank for a specific URL
      Various free tools for linking, keyword inventory & more
      142 SEO tools for all things
      Easy to use SEO tools that includes competitive comparisons.
      Search engine spider simulator
    • 70. Appendix – SEM Resources
      RSS Feed Resources
      • 71. (find feeds)
      • 72.
      • 73.
      Local Search Resources
      Paid Search Resources
      SEO Technical Resources (list of bots) (developer site with good tips for SEO)
      SEO Strategic Resources
      SEO Free Tools
    • 74. Appendix - Directories
      Articles Directories
      • 75.
      • 76.
      • 77.
      • 78.
      • 79.
      • 80.
      • 81.
      • 82.
      • 83.
      Search Directories
    • 84. Appendix - Resources
      Testing Resources
      ASP Hosted Applications
      • 85.
      • 86.
      • 87.
      • 88.
      Split Testing Calculators
      • 89.
      • 90.
      Split Testing Software
      • 91.
      Design Resources
      Web Analytics Resources
      Optimization Resources
    • 92. Appendix – More Resources
      Pop-up Generator
      Opt-In List Builders (co-reg software) (co-reg network)
      Marketing Information and Content Sites
      Examples of Viral Marketing Campaigns