Top 19 Things Business Owners Need to Know About SEM in 2011

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What are the top 19 things business owners need to know about search engine marketing in 2011? This presentation covers search engine optimization (SEO), pay-per-click (PPC), social media, mobile & …

What are the top 19 things business owners need to know about search engine marketing in 2011? This presentation covers search engine optimization (SEO), pay-per-click (PPC), social media, mobile & local search, and analytics.

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  • 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.

Transcript

  • 1. The Top 19 Things Business Owners Need to Know About Search Engine Marketing in 2011 Presented to 388 Alumni April 26, 2011
  • 2. 1. SEM offers incredible value to businesses today
    • Huge marketing channel
    Internet users in North America (Internet World Stats, 6/10) Searches in the U.S. every month - and growing (comScore qSearch, 12/09) SEMPO & Econsultancy, 4/11
  • 3. 1. SEM offers incredible value to businesses today
    • Flexible
  • 4. 1. SEM offers incredible value to businesses today
    • Measurable
  • 5. 1. SEM offers incredible value to businesses today
    • Offers significant ROI
    Average: $1 $9
  • 6. Search Engine Optimization (SEO)
  • 7. Organic, editorial, natural, algorithmic results (SEO - Search Engine Optimization) Paid listings, sponsored links, pay-per-click (PPC) ads, cost per click (CPC)
  • 8. 2. Universal Search: optimize more than your corporate site
  • 9. 3. Personalized Search means results vary for everyone
  • 10. 4. Organic keywords shouldn’t trigger editorial results 80% editorial
  • 11. 4. Organic keywords shouldn’t trigger editorial results 80% commercial
  • 12. 5. Optimized press releases work
    • Bypass the press & go directly to your prospects
    • Take up more room in the SERPs
    • Build links pointing to your site
    • Generate brand awareness & site traffic
  • 13. 5. Optimized press releases work
  • 14. 6. Link-building: critical & must be done right
    • YES: high quantity of quality links, relevant sites, hand-selected sites, diversified link types, content/ campaign creation (“link bait”), 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
  • 15. 7. Usability: more important than SEO even? (Yes!)
  • 16. 7. Usability: more important than SEO even? (Yes!)
  • 17. 7. Usability: more important than SEO even? (Yes!) Starting point SEO only Usability only SEO + Usability
  • 18. Paid Search, aka Pay-Per-Click (PPC)
  • 19. Organic, editorial, natural, algorithmic results (SEO) Paid listings, sponsored links, pay-per-click (PPC) ads, cost per click (CPC)
  • 20. 8. Pull PPC levers wisely
  • 21. 9. Focus more on PPC ad copy and less on bids
  • 22. 10. Landing pages can make or break a campaign
  • 23. Social Media
  • 24. 11. Social media can be leveraged for SEO purposes
    • Content
  • 25. 11. Social media can be leveraged for SEO purposes
    • Votes
  • 26. 11. Social media can be leveraged for SEO purposes Links
  • 27. 12. Customer reviews are becoming more important
  • 28. 13. PPC run on social media sites can really work Facebook Twitter LinkedIn
  • 29. Mobile & Local Search
  • 30. 14. Being found in local/maps/ places results is critical
  • 31. 15. Consider running PPC on mobile devices
  • 32. 15. Consider running PPC on mobile devices
  • 33. Analytics (How do we know this is working?)
  • 34. 16. Monitor your company & brand name(s)
  • 35. 17. Goal: take up as much room in the SERPs as possible Website Twitter profile Facebook profile LinkedIn profile BusinessWeek profile (not us) Optimized press release Video (not us) Website Website
  • 36. 18. Call tracking ensures you’re measuring all results 66% 33%
  • 37. 18. Call tracking ensures you’re measuring all results
  • 38. 18. Call tracking ensures you’re measuring all results
    • Mini Case Study:
    • 71% of leads came in by phone
    • Increased PPC bids
    • Doubled the number of PPC leads generated
  • 39. 19. Import referral data into CRM to measure true ROI Number of S.E. leads, estimated revenue based on average closing rate & sales amount Number of customers from all sources & total revenue generated Reporting Disconnect: Historical Method
    • CRM (Salesforce etc.)
      • Fields filled out on form
  • 40. 19. Import referral data into CRM to measure true ROI Number of S.E. customers & revenue generated Today’s Method
    • CRM (Salesforce etc.)
      • Fields filled out on form
  • 41. Can’t get enough?
    • 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
    • Listen to Stacy’s 90 seconds on PPC landing pages 4/26 or later: www.ppcmindmeld.com
    • Watch Stacy’s webinar on “Pulling B2B Buyers Through the Funnel” w/o 5/9: http://focus.onlinemarketingconnect.com
    THANK YOU!