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Search Marketing 101


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Learn the basics of search engine marketing and optimization, including campaign creation and tracking, choosing vendors, and analyzing results from visits, actions and ranking in Google, Bing, Ask …

Learn the basics of search engine marketing and optimization, including campaign creation and tracking, choosing vendors, and analyzing results from visits, actions and ranking in Google, Bing, Ask and other search engines.

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  • 1. Search Marketing 101(The Power of Inbound Marketing)
    Steve Wiideman
  • 2. 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
  • 3. 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
  • 4. 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.
  • 5. Where is SEM?
  • 6. Search Engines vs. Search Sites
  • 7. Poll
    Is AOL a Search Engine?
  • 8. Where Do I Start?
    Start with an Empty Report
    Delegate Each Search Type
    Become an Expert
    Hire an Expert
  • 9. Sample Search & Social Report
  • 10. 30k foot Executive Dashboard to show overall SEM Performance
  • 11. Become an Expert
    Attend Search Events
    Search Engine Strategies
    Search Marketing Expo
    Kelsey Group (Local)
    Online Marketing Summit
    Affiliate Summit
  • 12. Become an Expert
    Patronize Other Experts
    Conference speakers
  • 13. Become an Expert
    Get Certified
    Google AdWords Exam
    Microsoft adCenter Training
    Bruce Clay’s SEOToolSet Exam
    Aaron Wall’s Training
    Search Engine Workshops
  • 14. 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
  • 15. The SEM Process
    Research, Record and Sort Keywords
    Start with existing web analytics if you have them.
  • 16. 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" />
  • 17. The SEM Process
    Research, Record and Sort Keywords
    Use Keyword Tools
  • 18. The SEM Process
    Research, Record and Sort Keywords
    Use Google Webmaster Tools
  • 19. The SEM Process
    Create Your Baseline Reports
    Create Your Content Tracking Sheet
  • 20. The SEM Process
    Assign resources to optimize website, write awesome content, earn one-way links and help manage social media efforts.
    SEM Manager
    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
    Calendar Content
    Build Campaigns
  • 21. 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
  • 22. Optimize Titles and Meta Tags
  • 23. Homepage Titles
    eBay - New & used electronics, cars, apparel, collectibles, sporting goods & more at low prices (95 characters) Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more (83 characters)
  • 24. 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="">
    Call to Action
    Don’t Be Too Explicit
  • 25. Be Conscious of File Names
  • 26. Internal Page Crumbs & Headings
    • Use Breadcrumbs
    • 27. Use H1/Heading Tags
    • 28. Have Unique Content
  • Write Linkable & Shareable Content
    • The content is useful
    • 29. The content is original
    • 30. You can't help but link to it
    • 31. There are supportive facts and references
    • 32. There's enough detail that nobody can memorize it
    • 33. Something fun or interesting is included (like video)
    • 34. It's not just blah, blah, blah, content
    • 35. There's enough call to action to invoke engagement
    • 36. There are visual examples, charts, and references
    • 37. You had multiple contributors who all link to the content
  • Write Linkable & Shareable Content
    • You thank or compliment someone who shares it with others
    • 38. You have an offer, discount, or promotion included
    • 39. How To's and tutorials are a great way to get people to link
    • 40. Create a controversy
    • 41. Answer questions
    • 42. Conduct research & discuss the results
    • 43. Get involved with social media
    • 44. Create lists (Top 50 Link Building Techniques, etc)
    • 45. Get a blog and establish yourself as an authority
    • 46. 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?
    • 47. 50,928 Links to Adobe Reader have “click here”
    • 48. Sort websites linking to competitors by Trust & Authority
    Tools to Use:
    • 49. Yahoo! Site Explorer
  • What’s in the Link?
  • 50. Who’s Linking to Your Competition?
  • 51. 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.
  • 52.
    • www Vs. No www
    • 53. Easy to Do in Google Webmaster Tools
    • 54. 301 Redirects on Multiple Domains
    • 55. Easy to Do in GoDaddy and Other Registrars
    • 56.
    • 57. Canonical Tags
    <link rel="canonical" href="">
    Eliminate Duplicate Content
  • 58. Setting Up a Paid Search Campaign
  • 59. Special Thanks
  • 60. 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
    P. (562) 732-4417