Discovering the World of
Search Engine Marketing

Google’s Universal Search
New Google Model:
Universal Search
Old Google Model Web
Web
Web
Images Video
Images
Books
Web Images Video Images
Text Books
Web Products
Video Products
Products Images
News Books
Books Maps News Products Maps
Web
Maps News Web
News

Search engines rule!
61%
Text
of People Consider Search Engines
Text
the favorite tool
for finding product information
p. 220, Search Marketing Benchmark Guide 2007, MarketingSherpa

Page One or Bust!
62% of us don’t look past page one…
Only 28% users looked at page two
62% 28%
Search
Search Results Sponsored

Now how do we get there!

Search Engine Optimization
“Organic” or “Natural” search results

PPC
Pay-per-click
advertising

Social Media
Blogs, Twitter, Flickr

The Internet Marketing Swim Lanes
Atte
ntio
n
Inter
est
Decisio
Paid n
Internet markets are
Search Action
Conversio
n Rate
Optimiza
tion
constantly evolving
Analytic
s
Organic Search
Search Engine
Analyze how your market behaves
Facilitation
Optimization
and design success into
Analytics Engagement > Conversation > Relationship
your business.
Social Moderation
Referrals Media
s
Analytic
Align the balance of your spending
ffline
Online/O
n
with your business objectives.
Integratio
Direct

Interactive Strategy Drives Online/Offline Integration
• Generate Awareness /
Optimize Spend
• Identify and improve
key engagement levers
• Align online / offline
touchpoints and
business processes
• Build and reinforce
loyalty behavior

Own Page One Operating Model
Successful Internet marketing requires applying a broad array of skills
and technologies across an ever expanding choice of channel and media
Usability
“Natural Search”
Search Engine Optimization
Banner Virtual Worlds Web Analytics Information
Advertising Architechture
(Second Life)
Statistical Linguistics
Internet News/ Analysis
Skills
Public
Blogs
Relations
Vlogs & Marketing
Media Micro-site
Required
design Media
Channels Devices
Video Ads Mobile
Buying
AJAX
Social HTML/CSS/ Landing Page Designs
Paid Search
Networks Javascript
eMail Copywriting
coding
Tagging
Audio/Video
(deli.cio.us, ...)
Production

Search Engine Optimization
Search engine optimization (SEO), a subset
of search engine marketing, is the process of
improving the volume and quality of traffic to
a web site from search engines via
\"natural\" (\"organic\" or \"algorithmic\") search
results. SEO can also target specialized
WIKIPEDIA searches such as image search, local search,
and industry-specific vertical search engines.

Internet Marketing Company

SEO company Michigan

PPC Management company

Search Engine Optimization
Michigan

Pure Visibility Keyphrase Focus
Carefully Choose Your Words!

Optimize Your Site with Valuable Content
useful Content is estimated
to account for 70% of
usable credible the ranking algorithm
search engines use
valuable to rank a page.
ndable accessible Link equity accounts for
approximately another 20%
and site usability 10%.
desirable
User Experience Honeycomb by Peter Morville
http://tinyurl.com/86nx9

Optimized Coding Style Exposes Content
<h1>Tag</h1> highly searched for phrases and use
Cascading Style Sheets (CSS) to optimize your source code
to expose to search engine crawlers.

Use Site Maps to Tell the Robots Where to Go
In addition to a Sitemap for visitors, the Sitemap.xml
guides search engines when they index your site.

Multiple Calls to Action Attract a Large Audience
Once you visit our site, we invite you to engage with us in
a wide variety of ways. The first option is to contact our
sales team, but every other link takes you to someplace
designed to be valuable to you.

Strong Title and Meta Description
Titles count heavily in rankings and your Meta Description
Tag tells visitors why to visit.

Clear, Descriptive Navigation Links
Visitors know where to go and search
engines know what your site is about.

Intelligent Active Editorial Oversight
We actively publish content informed by human
passion and more quantitative visitor behavior
analysis . What we like. What you like. What works.

Clean, Simple Design
is Pleasant to View
All Google knows that
people don’t mind
staring at our home
page for a while. That
helps our rankings...
our visitors like it too.

Listen to Your Web Site’s Analytics

Listen to Your Web Site’s Analytics

Paid Search
Paid Search, a type of contextual advertising
where Web site owners pay an advertising fee,
usually based on click-through or ad views to have
their Web site search results shown in top
placement on search engine result pages. Some
search engines will make it easy for users to
determine which search results are natural and
WIKIPEDIA which are paid, while others will mix the results
making it more difficult for users to determine
which are the paid search results.

The Ancient Mysteries of PPC
• Keep your eye on the prize...
• How can I use them to create visitors of value?
– Leads, Sales
– Ultimately, Revenue
• How can I spend my time most efficiently?

The Cycle of Management - 1
• Apply Your Management in sequence!
– Keyword Management
– Ad Copy Management
– Landing Page Management
• Create Tests After Each Step...
measuring Clickthrough Rate, Conversion
Rate, and Cost Per Conversion

The Cycle of Management - 2
• Shift your Focus As Your Campaign Evolves
– Initially focus should be on Keyword Management
– Then Shift to Ad Copy Management
– Finally Move to Landing Page Management
Even as your
Keyword Management
focus shifts,
continue to
work in a cycle
Ad Copy Management
Landing Page Management

Landing Page Management
Landing Pages Turn a Visitor into a Visitor of Value
• How to Manage
– Make sure your landing pages target the expected advertising and keyphrases
that guide visitors to them
– Make sure your landing pages have clear calls to action
– Keep it simple...You lose 7% of customers with each additional page they
must go to.
– Avoid asking for too much. Get only as much information as you absolutely
need at that point in the sales cycle
– Create Landing Pages that give your visitors exactly what they want!

Hero Shot
A “Hero Shot” is a picture or graphic representation of the item
being marketed, whether it’s a tangible product, or the the cover of
a report. In usability tests, the hero shot captured the most interest
of any element on the page and drew the most amount of interest.

Content
Your body copy should not digress or go off point. It’s
meant to explain the headline and conversion offer. If
you lose focus, you will lose conversions. Use relevant
keywords within the content to help drive SEO.

Call-to-action
A call to action is an advertising and marketing concept, a
request/direction to ‘do something’—often the next step that a
consumer could take toward the purchase of a product or service.

Social Media Definition Goes Here
Social media describes the online
technologies and practices that people use to
share content, opinions, insights, experiences,
perspectives, and media themselves.
Social media can take many different forms,
WIKIPEDIA including text, images, audio, and video. The
social media sites typically use tools like
message boards, forums, podcasts,bookmarks,
communities, wikis, weblogs etc.

Use Social Media to Build Relationships
With Your Audiences and Promote Referrals
Social Networks
Discussion
Blogs Forums
Facilitation
Social
Podcast
Bookmarking
Vlogs
News
Virtual Sharing
Reality Moderation
Mobile Social Photo Sharing

Cosmetic Dentist Blog/Buttoned Up

Thank You!
Please contact us with any questions or visit our site!
www.purevisibility.com
Recommended resources:
Don’t Make Me Think, by Steve Krug
www.searchenginewatch.com
www.searchenginestrategies.com
www.splittester.com
www.searchengineland.com
Linda Girard, Visionary and Co-Founder

Questions and Discussion
Own Page One
You can download this presentation at:
www.purevisibility.com/presentations