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SEM Piece from Pure Visibility

SEM Piece from Pure Visibility

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  • 1. Discovering the World of Search Engine Marketing
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. Now how do we get there!
  • 6. Search Engine Optimization “Organic” or “Natural” search results
  • 7. PPC Pay-per-click advertising
  • 8. Social Media Blogs, Twitter, Flickr
  • 9. 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
  • 10. 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
  • 11. 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 (, ...) Production
  • 12. 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.
  • 13. Internet Marketing Company
  • 14. SEO company Michigan
  • 15. PPC Management company
  • 16. Search Engine Optimization Michigan
  • 17. Pure Visibility Keyphrase Focus Carefully Choose Your Words!
  • 18. 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
  • 19. 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.
  • 20. 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.
  • 21. 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.
  • 22. Strong Title and Meta Description Titles count heavily in rankings and your Meta Description Tag tells visitors why to visit.
  • 23. Clear, Descriptive Navigation Links Visitors know where to go and search engines know what your site is about.
  • 24. 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.
  • 25. 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.
  • 26. Listen to Your Web Site’s Analytics
  • 27. Listen to Your Web Site’s Analytics
  • 28. 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.
  • 29. 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?
  • 30. 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
  • 31. 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
  • 32. 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!
  • 33. 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.
  • 34. 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.
  • 35. 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.
  • 36. 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.
  • 37. 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
  • 38. Cosmetic Dentist Blog/Buttoned Up
  • 39. Thank You! Please contact us with any questions or visit our site! Recommended resources: Don’t Make Me Think, by Steve Krug Linda Girard, Visionary and Co-Founder
  • 40. Questions and Discussion Own Page One You can download this presentation at: