0
SEARCH ENGINE OPTIMIZATION: TALES FROM A PRACTITIONER           Presented to:              GA Tech       College of Manage...
ABOUT ME & PPI   Degrees in Business/Marketing and Communications Management  Marketing = 25 years  Search engine marke...
WHY SHOULD YOU CARE ABOUT SEM?
WHY SHOULD YOU CARE ABOUT SEM?
SEARCH ENGINE OPTIMIZATION           (SEO)
Paid listings,   sponsored links,pay-per-click (PPC) ads,  cost per click (CPC)         Organic, editoria         l, natur...
SEO GOALS
ECOMMERCE VS. LEAD GENERATION     Often B2C                  Often B2B Goal is to make an     Goal is to capture a  imme...
SEO COSTS
HOW SEARCH ENGINES WORK(THE ORGANIC – SEO – SIDE) Step 1: Find, crawl &    Step 2: Receive query,index web content      ...
THE MOST IMPORTANT STEP              Keyword Research!
SEARCH TERM RESEARCH: CRITICAL  Use the verbiage your target audience uses – not what           your industry or internal ...
KEYWORD RESEARCH Search volume Competitiveness Stage in buying cycle   servers                                         ...
AVOID EDITORIAL RESULTS WITH SEARCHTERM SELECTION    80%   editorial
AVOID EDITORIAL RESULTS WITH SEARCHTERM SELECTION      80%   commercial
ON-PAGE FACTORS                  Source: Search Engine Land
BUT WAIT… Search engines don’t just look at the web page itself whendetermining how to rank it They also look at the qua...
LINK-BUILDING: CRITICAL & MUST BE DONERIGHT YES: high quantity of quality links, relevant sites, hand-  selected sites, d...
THE CRIMES OF SEO         Source: eZanga.com                    Source: Reload Media
OFF-PAGE FACTORS                   Source: Search Engine Land
ALL SEO FACTORS                  Source: Search Engine Land
SOCIAL MEDIA
SOCIAL MEDIA CAN BE LEVERAGED FORSEO PURPOSES     Content
GOAL: TAKE UP AS MUCH ROOM IN THESERPS AS POSSIBLE                 Website                 Website                 Website...
MONITOR YOUR COMPANY &BRAND NAME(S)
SOCIAL MEDIA CAN BE LEVERAGED FORSEO PURPOSES                    Votes
SOCIAL MEDIA CAN BE LEVERAGED FORSEO PURPOSES                    Links
MEASURING RESULTS(How do we know this is working?)
HOW DO YOU MEASURE SEO?
MEASURING RESULTS                                   Conversions                     Visitors /     Rankings               ...
WHY DO RANKINGS MATTER?                          Source: eZanga.com
PERSONALIZED SEARCH MEANS RESULTSVARY FOR EVERYONE
USABILITY: MORE IMPORTANT THAN SEOEVEN? (YES!)
USABILITY: MORE IMPORTANT THAN SEOEVEN? (YES!)
USABILITY: MORE IMPORTANT THAN SEO  EVEN? (YES!)                                  Starting         Site Visitors     Good ...
HOW PHONE CALL TRACKINGWORKS                                   Type in URL directly & see this:                     Click ...
CALL TRACKING ENSURES YOU’REMEASURING ALL RESULTS                       33%          66%
CALL TRACKING ENSURES YOU’REMEASURING ALL RESULTS                        Mini Case Study:                        -71% of l...
CASE STUDIES
INCREASE IN RANKINGS
INCREASE IN ORGANIC SITE TRAFFIC
INCREASE IN ORGANIC CONVERSIONS
PAID SEARCH HAS ADDITIONAL METRICS
LANDING PAGES CAN MAKE OR BREAK                                  3.4% conversion rate - BEFORE
4.8% conversion rate – AFTER (>40% increase
SEO & PAID SEARCH TOGETHER ARE EVENMORE POWERFUL
WANT MORE?   Subscribe to our newsletter: www.prominentplacement.com   Subscribe to our blog (email or RSS): www.searcha...
"SEO 101" for Georgia Tech Digital Marketing Class
Upcoming SlideShare
Loading in...5
×

"SEO 101" for Georgia Tech Digital Marketing Class

625

Published on

Basic overview of search engine optimization, including why college students should consider it for a career, what the goals and costs of SEO are, and the fundamentals of performing SEO. Also briefly covers how social media can be leveraged for SEO purposes, and how to measure search engine marketing efforts. Usability, phone call tracking and mini case studies are featured.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
625
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Example of an optimized page, both the visible content and the “behind the scenes” coding (meta tags, which Alex will be talking about).
  • One of the things that all marketers should do is Search Engine Reputation Management. This can be as simple as running searches on your company name and any key product brand names to see what shows up in the results. We’ve heard from a number of companies that have seen leads or sales drop off unexpectedly. Sometimes, after digging into every possible problem for a week or two, someone will think to check the search engine results and see a negative mention of the company in a blog post or on a social media or review site.It’s important to know what your prospective customers, employees, vendors and investors see when searching for information about your company. If there’s a conversation going on about your brand, you should probably participate in that conversation. And, you may want to try to optimize additional web content to rank high so it pushes the negative mentions lower in the search results – perhaps to the second page – so fewer people will see it.
  • Rankings are no good unless searchers click and go to your site. Site visitors are no good unless they convert – buy something (ecommerce sites) or fill out a form (lead gen sites). Will also talk very briefly about two of the newer ways we’re measuring results (bottom right corner) – this is constantly evolving and allowing us to track more data more accurately.
  • Transcript of ""SEO 101" for Georgia Tech Digital Marketing Class"

    1. 1. SEARCH ENGINE OPTIMIZATION: TALES FROM A PRACTITIONER Presented to: GA Tech College of Management September 11, 2012
    2. 2. ABOUT ME & PPI  Degrees in Business/Marketing and Communications Management  Marketing = 25 years  Search engine marketing = 14 years  President of SEMPO Atlanta – event at Google’s office this Thursday evening: http://bit.ly/NWW5wI  Full-service, award-winning search engine marketing agency based in Atlanta since 2001  Provide search engine optimization (SEO) & pay-per- click (PPC) services to clients nationwide
    3. 3. WHY SHOULD YOU CARE ABOUT SEM?
    4. 4. WHY SHOULD YOU CARE ABOUT SEM?
    5. 5. SEARCH ENGINE OPTIMIZATION (SEO)
    6. 6. Paid listings, sponsored links,pay-per-click (PPC) ads, cost per click (CPC) Organic, editoria l, natural, algo rithmic results (SEO - Search Engine Optimization)
    7. 7. SEO GOALS
    8. 8. ECOMMERCE VS. LEAD GENERATION Often B2C Often B2B Goal is to make an  Goal is to capture a immediate sale prospect’s data for lead Usually less nurturing expensive, more  Usually more simple products expensive or Short sales complicated products & cycle, impulse buys services  Longer sales cycle, decision by committee
    9. 9. SEO COSTS
    10. 10. HOW SEARCH ENGINES WORK(THE ORGANIC – SEO – SIDE) Step 1: Find, crawl &  Step 2: Receive query,index web content rank & display content
    11. 11. THE MOST IMPORTANT STEP Keyword Research!
    12. 12. SEARCH TERM RESEARCH: CRITICAL Use the verbiage your target audience uses – not what your industry or internal experts use  “search marketing” or “web optimization”?  “healthcare” or “health care”?  “financial solutions” or “financial software”?
    13. 13. KEYWORD RESEARCH Search volume Competitiveness Stage in buying cycle servers used used used ibm servers as/400 as/400 servers servers Search volume Competitiveness Probability of buying Likelihood of high rankings
    14. 14. AVOID EDITORIAL RESULTS WITH SEARCHTERM SELECTION 80% editorial
    15. 15. AVOID EDITORIAL RESULTS WITH SEARCHTERM SELECTION 80% commercial
    16. 16. ON-PAGE FACTORS Source: Search Engine Land
    17. 17. BUT WAIT… Search engines don’t just look at the web page itself whendetermining how to rank it They also look at the quantity and quality of links pointing to that webpage Links are an implied endorsement Source: SEO Solution Blog
    18. 18. LINK-BUILDING: CRITICAL & MUST BE DONERIGHT YES: high quantity of quality links, relevant sites, hand- selected sites, diversified link types, content/campaign creation (“link bait”), social media, leveraging other marketing tactics NO: link farms, irrelevant sites, automated submissions, too many links from the same type of site, reciprocal links, paid links, content farms
    19. 19. THE CRIMES OF SEO Source: eZanga.com Source: Reload Media
    20. 20. OFF-PAGE FACTORS Source: Search Engine Land
    21. 21. ALL SEO FACTORS Source: Search Engine Land
    22. 22. SOCIAL MEDIA
    23. 23. SOCIAL MEDIA CAN BE LEVERAGED FORSEO PURPOSES Content
    24. 24. GOAL: TAKE UP AS MUCH ROOM IN THESERPS AS POSSIBLE Website Website Website Twitter profile Facebook profile LinkedIn profile BusinessWeek profile (not us) Optimized press release Video (not us)
    25. 25. MONITOR YOUR COMPANY &BRAND NAME(S)
    26. 26. SOCIAL MEDIA CAN BE LEVERAGED FORSEO PURPOSES Votes
    27. 27. SOCIAL MEDIA CAN BE LEVERAGED FORSEO PURPOSES Links
    28. 28. MEASURING RESULTS(How do we know this is working?)
    29. 29. HOW DO YOU MEASURE SEO?
    30. 30. MEASURING RESULTS Conversions Visitors / Rankings / Revenue / Site Traffic ROI
    31. 31. WHY DO RANKINGS MATTER? Source: eZanga.com
    32. 32. PERSONALIZED SEARCH MEANS RESULTSVARY FOR EVERYONE
    33. 33. USABILITY: MORE IMPORTANT THAN SEOEVEN? (YES!)
    34. 34. USABILITY: MORE IMPORTANT THAN SEOEVEN? (YES!)
    35. 35. USABILITY: MORE IMPORTANT THAN SEO EVEN? (YES!) Starting Site Visitors Good Site Conversions • 1% conversion • 100,000 • 1,000 point rate SEO onlySite Visitors Good Site Conversionsafter SEO • 1% conversion Usability • 2,000 Great Site• 200,000 rate Site Visitors Conversions only • 100,000 • 2% conversion rate • 2,000 Site Visitors Great Site after SEO • 2% conversion Conversions SEO + • 4,000 • 200,000 rate Usability
    36. 36. HOW PHONE CALL TRACKINGWORKS Type in URL directly & see this: Click on a Google organic listing & see this: Click on a Google paid listing & see this:
    37. 37. CALL TRACKING ENSURES YOU’REMEASURING ALL RESULTS 33% 66%
    38. 38. CALL TRACKING ENSURES YOU’REMEASURING ALL RESULTS Mini Case Study: -71% of leads came in by phone -Increased PPC bids -Doubled the number of PPC leads generated
    39. 39. CASE STUDIES
    40. 40. INCREASE IN RANKINGS
    41. 41. INCREASE IN ORGANIC SITE TRAFFIC
    42. 42. INCREASE IN ORGANIC CONVERSIONS
    43. 43. PAID SEARCH HAS ADDITIONAL METRICS
    44. 44. LANDING PAGES CAN MAKE OR BREAK 3.4% conversion rate - BEFORE
    45. 45. 4.8% conversion rate – AFTER (>40% increase
    46. 46. SEO & PAID SEARCH TOGETHER ARE EVENMORE POWERFUL
    47. 47. WANT MORE? Subscribe to our newsletter: www.prominentplacement.com Subscribe to our blog (email or RSS): www.searchadvisory.net “Like” us on Facebook: www.facebook.com/ProminentPlacement Follow us on Twitter: @ProminentPlcmnt or @StacyWms Follow us on LinkedIn: www.linkedin.com/company/prominent- placement-inc. View other presentation on Slideshare: www.slideshare.net/stacywms We are always looking for good interns – email me your resume at StacyWilliams@ProminentPlacement.com if you are interested!
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×