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Search Marketing 101

Search Marketing 101



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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    Search Marketing 101 Search Marketing 101 Presentation Transcript

    • Search Marketing 101(The Power of Inbound Marketing)
      Steve Wiideman
    • 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
      Affiliate Summit
    • Become an Expert
      Patronize Other Experts
      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
      Research, Record and Sort Keywords
      Use Keyword Tools
    • The SEM Process
      Research, Record and Sort Keywords
      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
      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
    • 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
      P. (562) 732-4417
      E. info@seosteve.com