Discovering the World of
Search Engine Marketing
Google’s Universal Search
New Google Model:
Old Google Model Web
Web Images Video Images
Books Maps News Products Maps
Maps News Web
Search engines rule!
of People Consider Search Engines
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
Search Results Sponsored
The Internet Marketing Swim Lanes
Internet markets are
Analyze how your market behaves
and design success into
Analytics Engagement > Conversation > Relationship
Align the balance of your spending
with your business objectives.
Interactive Strategy Drives Online/Offline Integration
• Generate Awareness /
• Identify and improve
key engagement levers
• Align online / offline
• Build and reinforce
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
Search Engine Optimization
Banner Virtual Worlds Web Analytics Information
Internet News/ Analysis
Vlogs & Marketing
Video Ads Mobile
Social HTML/CSS/ Landing Page Designs
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
quot;naturalquot; (quot;organicquot; or quot;algorithmicquot;) search
results. SEO can also target specialized
WIKIPEDIA searches such as image search, local search,
and industry-specific vertical search engines.
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%.
User Experience Honeycomb by Peter Morville
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.
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
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!
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.
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.
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
Mobile Social Photo Sharing
Please contact us with any questions or visit our site!
Don’t Make Me Think, by Steve Krug
Linda Girard, Visionary and Co-Founder
Questions and Discussion
Own Page One
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