Search Engine Marketing 101

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Between SEM, SEO, and PPC, it's understandable that someone may get a little lost. This presentation will walk you though the various methods o f search engine marketing, and even give a couple tips and best practices. For more information, feel free to find us as www.silverbackstrategies.com .

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  • Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement (PPC), and optimizing websites to achieve a higher ranking in organic search results (SEO).
  • -An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception.-Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen.
  • Someone paid to have thousands of links placed on hundreds of sites scattered around the Web, all of which lead directly to JCPenney.com.found 2,015 pages with phrases like “casual dresses,” “evening dresses,” “little black dress” or “cocktail dress.” Click on any of these phrases on any of these 2,015 pages, and you are bounced directly to the main page for dresses on JCPenney.com. Some of the 2,015 pages are on sites related, at least nominally, to clothing. But most are not. The phrase “black dresses” and a Penney link were tacked to the bottom of a site called nuclear.engineeringaddict.com. “Evening dresses” appeared on a site called casino-focus.com. “Cocktail dresses” showed up on bulgariapropertyportal.com. ”Casual dresses” was on a site called elistofbanks.com. “Semi-formal dresses” was pasted, rather incongruously, on usclettermen.org. At 7 p.m. Eastern time on Wednesday, J. C. Penney was still the No. 1 result for “Samsonite carry on luggage.” Two hours later, it was at No. 71.At 7 p.m. on Wednesday, Penney was No. 1 in searches for “living room furniture.” By 9 p.m., it had sunk to No. 68.
  • The ordering of the paid listings depends on other advertisers' bids (PPC) and the "quality score" of all ads shown for a given search. The quality score is calculated by historical click-through rates, relevance of an advertiser's ad text and keywords, an advertiser's account history, and other relevance factors as determined by Google.
  • Search Engine Marketing 101

    1. 1. Neil Welsh<br />President<br />nwelsh@silverbackstrategies.com<br />Twitter: @silverbackstrat<br />Facebook: facebook.com/silverbackstrategies<br />www.SilverbackStrategies.com<br />
    2. 2. SEM<br />PPC<br />+<br />=<br />ROI<br />SEO<br />
    3. 3. WTF?<br />
    4. 4. Search Engine Marketing<br />Search engine marketing, (SEM), is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid and organic placements.<br />
    5. 5. The Value of Search<br />It’s where the people are<br />17.1 Billion Searches in August 2011<br />Source: comscore.com<br />
    6. 6. The Value of Search<br />They helps consumers make buying decisions<br />97% of customers research online before making a purchase<br />
    7. 7. People spend money online<br />Online retail industry will be worth $279 Billion in 2015<br />The Value of Search<br />Source: forrester.com<br />
    8. 8. The Big Three<br />Source: comscore.com<br />
    9. 9. Search Engine Exposure<br />Search Engines<br />Paid Results<br />(PPC)<br />Organic Results<br />(SEO)<br />
    10. 10. Paid Placements<br />Position #1<br />#4<br />Position #2<br />#5<br />Position #3<br />#6<br />#7<br />#8<br />#9<br />
    11. 11. Rank #1<br />Rank #2<br />Organic Listings<br />Rank #3<br />Rank #4 <br />Rank #5<br />
    12. 12. What Is SEO?<br />Search Engine Optimization (SEO) is the practice of achieving higher organic rankings on search engines through the optimization of internal and external website assets.<br />
    13. 13. What Is SEO?<br />There are over 1 Trillion pages in Google’s index.<br />
    14. 14. 62.6% Of People Don’t Click Past The 3rd Search Result<br />Almost 300% Increase In Potential Traffic Between Positions 2 And 1<br />Source: internetmarketingninjas.com<br />
    15. 15. Directory Submissions<br />Partners / Suppliers<br />Reciprocal Links<br />Press Releases<br />Memberships<br />Social Media<br />Advertising<br />Comments<br />Contests<br />News<br />Images and Media<br />Widgets and Tools<br />Resource Lists<br />Testimonials<br />Translations<br />Comments<br />RSS Feeds<br />Articles<br />Blogs<br />Titles<br />SEO<br />URL Structure, Site Design, Hosting, DNS, Geolocation, Domain, Web Standards, Usability, Analytics <br />
    16. 16. URL Structure, Site Design, Hosting, DNS, Geolocation, Domain, Web Standards, Usability, Analytics <br />
    17. 17. Images and Media<br />Widgets and Tools<br />Resource Lists<br />Testimonials<br />Translations<br />Comments<br />RSS Feeds<br />Articles<br />Blogs<br />Titles<br />
    18. 18. Directory Submissions<br />Partners / Suppliers<br />Reciprocal Links<br />Press Releases<br />Memberships<br />Social Media<br />Advertising<br />Comments<br />Contests<br />News<br />
    19. 19. White Hat vs. Black Hat<br />
    20. 20. The Dirty Little Secrets of Search<br /><ul><li>Someone paid to have thousands of links placed on hundreds of sites all pointing to the J.C. Penney site
    21. 21. Within 2 hours J.C. Penney went from rank #1 for “Samsonite luggage” to #71 and from rank #1 for “living room furniture” to #68</li></ul>Source: nytimes.com<br />
    22. 22. The Dirty Little Secrets of Search<br /><ul><li>“Black dresses” linked from nuclear.engineeringaddict.com
    23. 23. “Evening dresses” linked from casino-focus.com
    24. 24. “Cocktail dresses” linked from bulgariapropertyportal.com
    25. 25. “Casual dresses” linked from elistofbanks.com
    26. 26. “Semi-formal dresses” linked from usclettermen.org</li></ul>Source: nytimes.com<br />
    27. 27.
    28. 28.
    29. 29. Reporting SEO Performance<br /><ul><li>Targeted Keyword Phrases
    30. 30. Traffic Driven by Keywords
    31. 31. Keyword Rankings
    32. 32. Shifts in Ranking</li></li></ul><li>What Is PPC?<br />Pay per click (PPC) is a form of internet marketing where advertisers pay only when their ad is clicked. With search engines, advertisers typically bid on keyword phrases relevant to their target market. One of the most popular PPC platforms is Google AdWords.<br />
    33. 33. What Is Google AdWords?<br />Google AdWordsis a popular PPC Advertising Platform where advertisers are able to display ads for search queries and content on Google Search Result Pages (SERPs) and across the Google Display Network. AdWords operates on an auction based system, where advertisers bid on particular ad placements.<br />Google’s total revenue in 2010 was $29,321,000,000.00<br />Google’s advertising revenue was $28,236,000,000.00<br />96%<br />Source: google.com<br />
    34. 34. Google Ad Auction<br />=<br />x<br />Max CPC Bid<br />Quality Score<br />Ad Rank<br />Quality Score:<br /><ul><li>Calculated By Google
    35. 35. # Between 1 and 10
    36. 36. Used to differentiate “high quality” and “low quality” ads</li></ul>Ad/Keyword<br />Relevance<br />Clickthrough Rate<br />Landing<br />Page<br />
    37. 37. Relevancy<br />
    38. 38. Search Network vs. Display Network<br />
    39. 39. Search Network vs. Display Network<br />
    40. 40. Reporting PPC Performance<br /><ul><li>Clickthrough Rate
    41. 41. Conversions
    42. 42. Cost per Conversion
    43. 43. Conversion Rate</li></li></ul><li>Neil Welsh<br />President<br />nwelsh@silverbackstrategies.com<br />Twitter: @silverbackstrat<br />Facebook: facebook.com/silverbackstrategies<br />www.SilverbackStrategies.com<br />

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