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Search Marketing Tips and Tricks

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This presentation offers practical tips on improving your search marketing efforts, including both natural search and paid search. The material was originally presented to in Austin, TX to the NEAWP …

This presentation offers practical tips on improving your search marketing efforts, including both natural search and paid search. The material was originally presented to in Austin, TX to the NEAWP organization by Wendy Covey of TREW Marketing.

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  • Integrated branding with clear consistent messaging becomes even more criticial in the 2.0 world. Communication is always non-trivial task but with the added dimensions of “social” marketing our job is even tougher.
  • CTR = Click Through RateCPC – Cost Per Click
  • Transcript

    • 1. Search MarketingTips and Tricks
      NEAWP April 2010
    • 2. Collaborative. Smart. Measured.
    • 3.
    • 4. Marketing 2.0 Funnel
      Awareness
      Advertising
      Search, PPC
      Public relations
      Lists
      LinkedIn
      Interest
      Evaluation
      Trade Shows
      Videos
      Twitter
      Direct mail
      Blog
      RSS
      Preference
      Webcasts
      Seminars
      White papers
      Sales visits
      eCommerce
      Purchase
      Conferences, special events
      Customer resources
      E-Newsletter
      Referral
      Training
    • 5. Search MarketingGenerate awareness, pull visitors in
      Constantly strive to improve natural relevancy
      Supplement with pay-per-click
      Natural
      PPC
    • 6. Natural Search
    • 7. Steps to Improve Natural Search
      Optimize website
      Fresh Content
      Metatags
      Pages/sections dedicated to major target audiences
      Include address, register with Google
    • 8. Page Titles and Metatags
    • 9. Sections Dedicated to Key Areas
    • 10. Why Blog?
      • Provide valuable, timely information
      • 11. Easy to post content
      • 12. Fresh content = Better SEO
      • 13. Blog feeds to social media, other sites
      • 14. Another outlet for content
      • 15. Positions you as industry expert
    • Steps to Improve Natural Search
      Optimize website
      Metatags
      Pages/sections dedicated to major target audiences
      Include address, register with Google
      Fresh content
      Maximize inbound links from 3rd party sites
      Lists
      Associations/publications
      Vendors
      Partners
      Blogs
    • 16. Where is my traffic coming from?
    • 17. Lists to Consider
      Dmoz
      Dir.yahoo
      Just click local
      Merchant Circle
      Area Guides
      Yellow Pages
      Yelp
      City Search
      Angie’s List
      Business Journal
      Manta
      Black Business Planet
      Business Mart
      The City of x
      Super Pages
    • 18. Social Media Awesome Communication Tool or Time Drain?
    • 19. Auto-Blog Feed
    • 20. Auto-Blog Feed
    • 21. LinkedIn Best Practices
      1. Headline -- Be descriptive! Pack your headline full of descriptive words that will help people find you. Having “Financial advisor at a lame old company” doesn’t cut it. Instead write something more interesting like “Money Making Expert: Helping Individuals Become Financially Free”.
      2. Customize your URL with your name! LinkedIn provides you with a generic URL of numbers and letters. By customizing it to your own name, you brand yourself and also bump yourself or your company up on search results. You can also add this to your email signature.
      3. Picture. Let people associate your face with who you are. By putting up a photo, you humanize your LinkedIn profile and let people know that there’s a real person behind the profile.
      4. Websites. When adding your websites, always click “Other” so you can customize the title of your links. You want to describe the actual URL.
      5. Summary and Specialties. These are easy to skip over, but they’re very important. In the Summary, tell people a bit about who you are and what you are passionate about. Instead of the “real world” resume, you can be a little more personal on LinkedIn and it actually benefits to your cause.
    • 22. Is your Website Optimized?
      Free resource: Webgrader by Hubspot
    • 23. Paid Search Advertising(a.k.a. PPC—pay per click)
    • 24. Why Paid Search?
      High level of control and security
      Maximum accountability
      Cost-effective lead generator
      PPC method results in greater ROI
      Weigh budget according to objectives
      “Instant Gratification”
      Daily reporting
      Real-time optimization
    • 25. Search Engine Market Share
      As of Aug. 2009:
      65% Google
      16% Yahoo
      11% Bing
    • 26. 5 Steps for Search Advertising Success
    • 27. Search Advertising Example – Valve Test Stand
    • 28.
    • 29.
    • 30. Valve Test Stand
    • 31. Measuring success:
      • Analyze reports frequently
      • 32. Test, monitor, tweak
    • Search MarketingGenerate awareness, pull visitors in
      Constantly strive to improve natural relevancy
      Supplement with pay-per-click
      Natural
      PPC
    • 33. Contact Info:Wendy CoveyPrincipal, TREW Marketing
      Email: wendy.covey@trewmarketing.com
      Web: trewmarketing.com
      Blog: trewmarketing.com/spotlight
      LinkedIn: linkedin.com/in/wendycovey
      Twitter: @wendycovey