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.

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Transcript

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