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 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
  • Search Marketing Tips and Tricks

    1. 1. Search MarketingTips and Tricks<br />NEAWP April 2010<br />
    2. 2. Collaborative. Smart. Measured.<br />
    3. 3.
    4. 4. Marketing 2.0 Funnel<br />Awareness<br />Advertising<br />Search, PPC<br />Public relations<br />Lists<br />LinkedIn<br />Interest<br />Evaluation<br />Trade Shows<br />Videos<br />Twitter<br />Direct mail<br />Blog<br />RSS<br />Preference<br />Webcasts<br />Seminars<br />White papers<br />Sales visits<br />eCommerce<br />Purchase<br />Conferences, special events<br />Customer resources<br />E-Newsletter<br />Referral<br />Training<br />
    5. 5. Search MarketingGenerate awareness, pull visitors in<br />Constantly strive to improve natural relevancy<br />Supplement with pay-per-click<br />Natural<br />PPC<br />
    6. 6. Natural Search<br />
    7. 7. Steps to Improve Natural Search<br />Optimize website<br />Fresh Content<br />Metatags<br />Pages/sections dedicated to major target audiences<br />Include address, register with Google<br />
    8. 8. Page Titles and Metatags<br />
    9. 9. Sections Dedicated to Key Areas<br />
    10. 10. Why Blog?<br /><ul><li>Provide valuable, timely information
    11. 11. Easy to post content
    12. 12. Fresh content = Better SEO
    13. 13. Blog feeds to social media, other sites
    14. 14. Another outlet for content
    15. 15. Positions you as industry expert</li></li></ul><li>Steps to Improve Natural Search<br />Optimize website<br />Metatags<br />Pages/sections dedicated to major target audiences<br />Include address, register with Google<br />Fresh content<br />Maximize inbound links from 3rd party sites<br />Lists<br />Associations/publications<br />Vendors<br />Partners<br />Blogs<br />
    16. 16. Where is my traffic coming from?<br />
    17. 17. Lists to Consider<br />Dmoz<br /><br />Just click local<br />Merchant Circle<br />Area Guides <br />Yellow Pages<br />Yelp<br />City Search<br />Angie’s List<br />Business Journal<br />Manta<br />Black Business Planet<br />Business Mart<br />The City of x<br />Super Pages<br />
    18. 18. Social Media Awesome Communication Tool or Time Drain?<br />
    19. 19. Auto-Blog Feed<br />
    20. 20. Auto-Blog Feed<br />
    21. 21. LinkedIn Best Practices<br />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”.<br />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.<br />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.<br />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. <br />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. <br />
    22. 22. Is your Website Optimized?<br />Free resource: Webgrader by Hubspot<br />
    23. 23. Paid Search Advertising(a.k.a. PPC—pay per click)<br />
    24. 24. Why Paid Search?<br />High level of control and security<br />Maximum accountability<br />Cost-effective lead generator<br />PPC method results in greater ROI<br />Weigh budget according to objectives <br />“Instant Gratification”<br />Daily reporting<br />Real-time optimization<br />
    25. 25. Search Engine Market Share<br />As of Aug. 2009:<br />65% Google<br />16% Yahoo<br />11% Bing<br />
    26. 26. 5 Steps for Search Advertising Success<br />
    27. 27. Search Advertising Example – Valve Test Stand<br />
    28. 28.
    29. 29.
    30. 30. Valve Test Stand<br />
    31. 31. Measuring success:<br /><ul><li>Analyze reports frequently
    32. 32. Test, monitor, tweak</li></li></ul><li>Search MarketingGenerate awareness, pull visitors in<br />Constantly strive to improve natural relevancy<br />Supplement with pay-per-click<br />Natural<br />PPC<br />
    33. 33. Contact Info:Wendy CoveyPrincipal, TREW Marketing<br />Email:<br />Web:<br />Blog:<br />LinkedIn:<br />Twitter: @wendycovey<br />