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Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
Search Engine Marketing Tutorial
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Search Engine Marketing Tutorial

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Tutorial used for clients when discussing search engine optimization, search engine marketing and local search.

Tutorial used for clients when discussing search engine optimization, search engine marketing and local search.

Published in: Business, Technology
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  • 1. Search Marketing<br />Chris Sietsema<br />August 2011<br />
  • 2. Quick Background<br />
  • 3. Agenda<br />Organic<br />Local<br />Paid<br />We’ll also touch on:<br />Analytics<br />Social Media<br />Mobile<br />Recurring Revenue for Your Agency<br />3<br />
  • 4. Our Landscape<br />4<br />
  • 5. Share of Search<br />5<br />
  • 6. How Organic Search Works<br />6<br />
  • 7. How Organic Search Works<br />7<br />
  • 8. How Organic Search Works<br />8<br />
  • 9. Old School Tactics<br />9<br />
  • 10. Some Rules Still Apply<br />10<br />
  • 11. Golden Rule<br />Life<br />Treat others as you would want to be treated<br />Google<br />Create and promote content you would want to consume, read, share, etc.<br />11<br />
  • 12. Keywords<br />Where does one find them?<br />“google keyword tool”<br />Bookmark it!<br />Analytics<br />Clients & Their Customers<br />See “Search Marketing PreLaunch Survey”<br />12<br />
  • 13. Keywords<br />What qualities must they possess?<br />Relevant<br />Popular<br />Not Overly Competitive<br />See http://goo.gl/aAO7R<br />13<br />
  • 14. Keywords<br />Where does one place them?<br />Page Titles<br />Once : Limit 64 Characters<br />Meta Descriptions<br />1-2 Times : Limit 155 Characters<br />Meta Keywords<br />Repeat every word in Title and separate with commas<br />Headlines, HTML Text & Alt Tags<br />H1 tags if possible<br />14<br />
  • 15. Keywords<br />Where does one implement such mystical algorithmic niblets?<br />15<br />
  • 16. Pages = Destinations<br />16<br />From One Person to Another<br />Home Page is Most Likely Destination<br />
  • 17. Pages = Destinations<br />17<br />From “The Google”<br />Every Page is a Possible Entry Point<br />
  • 18. Duplicate Content<br />Who is the real JCVD?<br />18<br />
  • 19. About Panda<br />Wall Street Journal Article<br />“JC Penney is gaming the system”<br />Google Responds<br />JC Penney and others begin to fall in rankings<br />Panda-monium Ensues<br />Another WSJ read: http://goo.gl/cLrwC<br />19<br />
  • 20. About Panda<br />Good News: No more writing for robots<br />20<br />
  • 21. Panda Implications<br />Good News:<br />Humans Rule (yay humans!)<br />Basic Optimization Techniques Still Relevant<br />Content Promotion is Paramount<br />Analytics Even More So<br />21<br />
  • 22. Panda Implications<br />Stuff That Works:<br />Education Marketing (No, Not UOP)<br />Teach someone something<br />Utility Marketing (No, Not SRP)<br />Make someone’s life easier<br />Entertainment Marketing (No, Not PCP)<br />Make someone laugh, cry, question, or evoke some kind of emotion<br />22<br />
  • 23. Design & SEO<br />23<br />
  • 24. Design & SEO<br />Good Luck in Your Future Endeavors:<br />Sites built exclusively in Flash<br />Frames<br />Graphic Text<br />Excessive Java Script<br />Black Hat SEO (white text, etc.)<br />24<br />
  • 25. Design & SEO<br />Technical Audit Components<br />Titles & Meta Tags<br />Sitemaps<br />Keyword Rich Text & Headers<br />Links (can never get enough)<br />Canonicalization<br />CSS & Image Disabling (use browser plugin)<br />External Script<br />Robots.txt<br />25<br />
  • 26. The Role of the Link<br />Important Google Updates in ‘05<br />Jagger<br />Big Daddy<br />Links now impact search engine positioning<br />26<br />
  • 27. Virtual Endorsements<br />Links Are Like Votes<br />The more you earn from relevant sources, the better you look in Google’s eyes<br />Not all links are created equal.<br />For example…<br />27<br />
  • 28. Virtual Endorsements<br />Let’s say I’m applying for a job as a software developer.<br />My References:<br />28<br />
  • 29. Competitive Link Analysis<br />Open Site Explorer<br />Majestic SEO<br />Excel<br />See http://goo.gl/QJwFc<br />Google Other Link Opportunities<br />http://www.soloseo.com/tools/linkSearch.html<br />29<br />
  • 30. Fun with Link Building<br />30<br />
  • 31. A New Search Engine Spider<br />31<br />Strategic Guide<br />Researcher<br />Social Butterfly<br />Writer / Producer<br />Technical Savant<br />Data Hound<br />Competitive Analyst<br />Sales Person / Pitchman<br />
  • 32. Local Listings<br />32<br />
  • 33. Local Listings<br />Claim with a Client-specific Email Address<br />Provide Business Detail<br />Assign Relevant Categories<br />Optimize Description Like SEO<br />Photos & Video<br />Encourage Reviews (Glowing Ones)<br />Add an Offer<br />Promote with Google Boost if Necessary<br />33<br />
  • 34. Local Listings<br />A Crucial (and annoying) Step<br />34<br />
  • 35. Local Listings<br />35<br />
  • 36. Paid Search<br />36<br />Keywords .<br />Ads<br />Landing Pages<br />
  • 37. Bare Necessities<br />Setting Up A Campaign<br />What is the primary objective?<br />Specific Geography?<br />Language Restrictions?<br />Campaign Budget?<br />Campaign Timeframe?<br />What is Target Cost per Lead/Sale?<br />Keyword Research<br />Match Types…<br />37<br />
  • 38. tampa umbrella store<br />38<br />
  • 39. Broad Match<br />tampa umbrella store<br />tampa umbrella store<br />tampa toy store<br />windproof umbrella<br />patio umbrella<br />tampa bay lightning<br />umbrella stands<br />39<br />
  • 40. Phrase Match<br />“tampa umbrella store”<br />tampa umbrella store<br />tampa umbrella store directions<br />tampa umbrella store coupons<br />south tampa umbrella store<br />tampa umbrella store sale<br />40<br />
  • 41. Exact Match<br />[tampa umbrella store]<br />tampa umbrella store<br />41<br />
  • 42. Modified Broad Match<br />tampa +umbrella store<br />tampa umbrella store<br />umbrella outlet<br />rectangular umbrellas<br />beach umbrela site<br />umbrellas with rainbow colors<br />42<br />
  • 43. Modified Broad Match<br />tampa +umbrella +store<br />tampa umbrella store<br />clearwater umbrella store<br />store umbrellas<br />best umbrela stores<br />the umbrella store<br />43<br />
  • 44. Match Types<br />44<br />Broad Match<br />Modified +Broad +Match<br />“Phrase Match”<br />[Exact Match]<br />
  • 45. Display Network<br />Broaden Your Reach Further<br />45<br />
  • 46. Paid Advertising<br />Search Engine Advertising<br />Headline: 25 characters<br />Description Line 1: 35 characters<br />Description Line 2: 35 characters<br />Display URL<br />Dynamic Keyword Inclusion<br />{KeyWord:Your Sample Headline}<br />46<br />
  • 47. Paid Advertising<br />Ad Testing<br />AB Splits<br />Multivariate (aka Taguchi)<br />47<br />Headline<br />Headline<br />Headline<br />Headline<br />Description<br />Description<br />Description<br />Description<br />Display URL<br />Display URL<br />Display URL<br />Display URL<br />
  • 48. Landing Pages<br />Landing Pages<br />Rule #1 – Convey Relevance Always<br />Rule #2 – For Every Ad Group, A Page<br />Rule #3 – Allow for Continuous Editing<br />Rule #4 – Test If Possible<br />48<br />
  • 49. Landing Pages<br />Google Website Optimizer<br />49<br />
  • 50. Quality Score<br />Keyword Relevance<br />Landing Page Quality<br />Landing Page Load Time<br />Ad performance<br />Account history<br />Historical Clickthrough Rate<br />50<br />
  • 51. Measurement<br />Traffic by Campaign<br />Actions by Campaign<br />Campaign Spend<br />Cost per Action<br />Cost Per Click<br />Conversion Rate<br />Keyword Performance<br />51<br />
  • 52. Some Helpful Tools<br />52<br />“google URL builder”<br />
  • 53. Paid Search<br />53<br />
  • 54. Questions<br />What are you still dying to know about?<br />hello@teachtofishdigital.com<br /> 480.389.5435<br />

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