Introduction to Search Engine Marketing

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a brief introduction to search engine marketing

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Introduction to Search Engine Marketing

  1. 1. Seamus Morley Introduction to Search Engine Marketing [email_address]
  2. 2. The web today…… <ul><li>10 Billion+ web pages </li></ul><ul><li>Now everyone has web pages </li></ul><ul><li>You have to market them </li></ul>Search Engine Marketing (SEM)
  3. 3. Organic/ sponsored Note: 85% only use top5/7 results
  4. 4. How will they find you ? Searching – using key words/phrases VERY different from broadcast and print – it is not an `interrupt` medium
  5. 5. <ul><li>What is it ? </li></ul><ul><ul><li>Google `invention`/votes = backlinks </li></ul></ul><ul><ul><li>authority sites e.g. bbc/xyz.gov </li></ul></ul><ul><ul><li>relevance ie to your page(s) </li></ul></ul>Page Rank (PR) <ul><li>Why PR ? </li></ul><ul><ul><li>Users can find relevant content </li></ul></ul><ul><ul><li>`Content is king` </li></ul></ul>High PR=backlinks from high ranking, authority sites .
  6. 6. Search Engine Marketing <ul><li>Sponsored/ PPC,CPC </li></ul><ul><li>Faster Response (days) </li></ul><ul><li>Changeable </li></ul><ul><li>£££ ! </li></ul><ul><li>Short term </li></ul><ul><li>Tactical </li></ul><ul><li>Organic/ Natural </li></ul><ul><li>Slower (3/6 months) </li></ul><ul><li>More credible (Editorial) </li></ul><ul><li>Better Quality response </li></ul><ul><li>Longer lasting </li></ul><ul><li>Strategic </li></ul>BUT….SEM is not an exact science – the rules are not published and they change.
  7. 7. Landing Page Keywords: Ribbon walk Cancer walk pink ribbon charity walks Top 9 words produced 77% clicks Ad 1 Ad 2
  8. 8. Google AdWords… <ul><li>shown when your keywords are entered </li></ul><ul><li>Key success factors: </li></ul><ul><ul><li>Relevance (keyword, page content) </li></ul></ul><ul><ul><li>Click Thru Rate (CTR) </li></ul></ul><ul><ul><li>Cost Per Click (CPC) </li></ul></ul><ul><li>Landing Page: </li></ul><ul><ul><li>Title/Headings h1,h2/Alt Tags </li></ul></ul><ul><ul><li>Keyword(s) to appear multiple times in text </li></ul></ul><ul><ul><li>Clear ACTION for page visitors </li></ul></ul>
  9. 9. Good; backlink via image to the event page (not bcc home page !) Better: backlink via anchor text –your top keyword Best: backlinks via multiple keywords as anchor text
  10. 10. Search Engine Optimisation (SEO) <ul><li>Content attractive & relevant/ lots of keywords - naturally… </li></ul><ul><li>Sponsors/Partners: get backlinks </li></ul><ul><li>Regular page updates/Press Releases/Blogging </li></ul><ul><li>Linkbait e.g. risk calculator, articles, info </li></ul><ul><li>Links from Highly Ranked, Authority Sites </li></ul>Organic – building for the long term
  11. 11. To do……. <ul><li>Segment your market: </li></ul><ul><li>Behaviour/attitude/age/?? </li></ul><ul><li>Chose key phrases </li></ul><ul><li>3, 4 per segment </li></ul><ul><li>` Connection` map: </li></ul><ul><li>sector/.gov sites </li></ul><ul><li>associate/partner sites </li></ul><ul><li>media-local/national </li></ul>
  12. 12. Google analytics 1. Visitors – visit `quality` 2. Where are they coming from ? 3. What are they looking at/doing ?
  13. 13. GA data for `Ribbon Walk` pages only ie `profile` Effect of other marketing activity Bounce Rate: why are so many leaving so quickly ? Where is the `best` traffic coming from ?
  14. 14. <ul><li>Segment/ Create `connection` map </li></ul><ul><li>Google Analytics – `actionable insight` </li></ul><ul><li>Plan for success: </li></ul><ul><ul><li>Organisation success measures ? </li></ul></ul><ul><ul><li>Can you deliver ? </li></ul></ul><ul><ul><li>Allow enough time </li></ul></ul>What now……1
  15. 15. SEM Review <ul><li>First 5 to register will get a free 2/3 hour on-site review of their SEM plans/performanc </li></ul>Email: review@find50-marketing.co.uk What now……2
  16. 16. Roundtable <ul><li>Peer group review of SEM plans </li></ul><ul><li>Teach/Learn/Support </li></ul><ul><li>Monthly 1 hr meeting </li></ul>Email: roundtable@find50-marketing.co.uk What now……3
  17. 17. <ul><li>Comments,suggestions welcome…….. </li></ul><ul><li>[email_address] </li></ul>Thanks: To Bertie and the New Media team at Breast Cancer Care, London.

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