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Introduction to Search Engine Marketing
 

Introduction to Search Engine Marketing

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a brief introduction to search engine marketing

a brief introduction to search engine marketing

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    Introduction to Search Engine Marketing Introduction to Search Engine Marketing Presentation Transcript

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