Search Marketing 101

Search Marketing 101(The Power of Inbound Marketing)
Steve Wiideman
www.SEOSteve.com

About Steve Wiideman
Corporate Search Marketer for Disney, Expedia, & Ticketmaster companies
Consultant & resource for brands such as Skechers, RingCentral, and Flirt
Search Google for “SEO Expert”
Authored 3 FREE eBooks, downloadable at seosteve.com

What the Heck is Search Marketing?
Improving visibility in Google Maps, Yahoo! Local, & Bing Local
Paid advertising (sponsored ads) in Google, Bing, AOL, YouTube, Amazon & other search results
A way to move a listing up in search results for a particular keyword in YouTube, Twitter, Amazon, Google & Bing
A way of getting a business to appear more than once in web, mobile and search and search network results
All of the above

Where is SEM?
Natural results are determined by Google’s ranking formula, which involves a combination of relevant content, ‘votes’ from important websites and user behavior.
Advertisers bid and optimize for placement in Sponsored Ads.
A GoogleCheckoutbadge may create a higher click-through rate (and lower overall cost)
Submit a “product feed” (database of products and attributes) for FREE.
Position is determined by history, trust, data matching product page, and user behavior.

Where is SEM?

Search Engines vs. Search Sites

Poll
Is AOL a Search Engine?

Where Do I Start?
Start with an Empty Report
Delegate Each Search Type
Become an Expert
Hire an Expert

Sample Search & Social Report

30k foot Executive Dashboard to show overall SEM Performance

Become an Expert
Attend Search Events
Search Engine Strategies
Search Marketing Expo
Kelsey Group (Local)
Online Marketing Summit
SearchFest
Pubcon
Affiliate Summit

Become an Expert
Patronize Other Experts
YouTube.com/GoogleWebmasterHelp
SearchEngineJournal.com
SearchEngineWatch.com
seomoz.org
EricWard.com
SEOBook.com
BruceClay.com
PPCBlog.com
Conference speakers

Become an Expert
Get Certified
Google AdWords Exam
Microsoft adCenter Training
Bruce Clay’s SEOToolSet Exam
Aaron Wall’s Training
Search Engine Workshops

Hire an Expert
What to Look for an SEO Agency
Sample reports (min 6 months)
3-5 references
Ask about communication
Ask about ROI & breakeven points
Willing to work on a performance basis?
Search online “Company Name” (with quotes)
Performance guarantee

The SEM Process
Research, Record and Sort Keywords
Start with existing web analytics if you have them.

Find Competitor Keywords
<title>OMAR'S Exotic Birds :: Parrots and Bird Supplies, Orange County, CA</title>
<meta name="Description" content="OMAR'S specializes in exotic birds ranging from cockatiels to macaws. All birds sold come with a health guarantee and free grooming for as long as you own the bird. Our goal is to provide customers with healthy birds and quality products, as well as the cleanest store and the most helpful service they can find." />
<meta name="Keywords" content="parrots orange county CA, parrot breeder southern California, handfed baby parrot, bird grooming, bird boarding, bird cages, bird toys, cockatiels, macaws, caiques, cockatoos, amazons, parakeets, africangreys, conures, pionus parrot, parrotlet, meyers parrot, senegal parrot, canary, exotic birds, avian veterinarians, omar's, california bird store, orange county bird breeders, bird for sale, bird seminar, bird behavior specialist" />

The SEM Process
Use Keyword Tools

The SEM Process
Use Google Webmaster Tools

The SEM Process
Create Your Baseline Reports
Create Your Content Tracking Sheet

The SEM Process
Assign resources to optimize website, write awesome content, earn one-way links and help manage social media efforts.
SEM Manager
Webmaster
SEO Content Writer
Expert Link Builder
Video/Social Expert
Tip: There is a FREE SEO Audit List at www.blogmarketingtoolkit.comGoogle “best SEO audit list” 
PPC Expert
Site Audit
Review Tracking
Research
Calendar Content
Build Campaigns

A Few SEO Tips…
Optimize homepage titles and meta tags
Optimize subpage titles and meta tags
Be conscience of file names
Write awesome content
Get links where competitors have them
Eliminate duplicate content

Optimize Titles and Meta Tags

Homepage Titles
eBay - New & used electronics, cars, apparel, collectibles, sporting goods & more at low prices (95 characters)
Amazon.com: Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more (83 characters)

Internal Page Titles & Meta Tags
<title>Men's 3XL Football Gloves white leather XXXL - eBay (item 150422879170 end time Mar-19-10 10:31:06 PDT)</title>
<meta name="description" content="eBay: Find Men's 3XL Football Gloves white leather XXXL in the Sporting Goods , Team Sports , Football , Clothing, Shoes Accessories , Gloves category on eBay.">
<meta name="keywords" content="Men's 3XL Football Gloves white leather XXXL, Sporting Goods, Team Sports, Football, Clothing, Shoes Accessories, Gloves">
<link rel="canonical" href="http://cgi.ebay.com/Mens-3XL-Football-Gloves-white-leather-XXXL-/150422879170">
Call to Action
Don’t Be Too Explicit

Be Conscious of File Names

Internal Page Crumbs & Headings
Use Breadcrumbs
Use H1/Heading Tags
Have Unique Content

Write Linkable & Shareable Content
The content is useful
The content is original
You can't help but link to it
There are supportive facts and references
There's enough detail that nobody can memorize it
Something fun or interesting is included (like video)
It's not just blah, blah, blah, content
There's enough call to action to invoke engagement
There are visual examples, charts, and references
You had multiple contributors who all link to the content

Write Linkable & Shareable Content
You thank or compliment someone who shares it with others
You have an offer, discount, or promotion included
How To's and tutorials are a great way to get people to link
Create a controversy
Answer questions
Conduct research & discuss the results
Get involved with social media
Create lists (Top 50 Link Building Techniques, etc)
Get a blog and establish yourself as an authority
Run a service or create a product (ie: Firefox extension)

Peek at Competitor LinksRelevancy + Popularity + CTR = Higher Ranking
Bing cares more about on-page SEO
Google cares more about off-page SEO
What to Look At:
What in the link text on links pointing to competitors?
50,928 Links to Adobe Reader have “click here”
Sort websites linking to competitors by Trust & Authority
Tools to Use:
OpenSiteExplorer.org
Yahoo! Site Explorer

What’s in the Link?

Who’s Linking to Your Competition?

Click-Through Rate is EVERYTHING
Every search produces an impression.
The ratio of clicks to impressions is referred to as Click-Through Rate or CTR.

www Vs. No www
Easy to Do in Google Webmaster Tools
301 Redirects on Multiple Domains
Easy to Do in GoDaddy and Other Registrars
http://www.bruceclay.com/seo-tech-tips/techtips.htm
Canonical Tags
<link rel="canonical" href="http://cgi.ebay.com/Mens-3XL-Football-Gloves-white-leather-XXXL-/150422879170">
Eliminate Duplicate Content

Setting Up a Paid Search Campaign

Special Thanks

Connect with Steve Wiideman
Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.
He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.
He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.
Steve Wiideman
www.SEOSteve.com
Facebook.com/stevewiideman
P. (562) 732-4417
E. info@seosteve.com
@seosteve

Search Marketing 101

by Steve Wiideman, SEO Expert

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