Internet Marketing 101: Search Marketing Basics
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Internet Marketing 101: Search Marketing Basics

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Overview of search engine marketing, including search engine optimization, paid search advertising, and social media: ...

Overview of search engine marketing, including search engine optimization, paid search advertising, and social media:

- What is search marketing and how can it help me?
- How can I turn web visitors into customers?
- Why is my website not getting much search engine traffic?
- How should I plan for and budget for search marketing efforts?

This presentation is used during our monthly Donuts & Search Marketing Basics workshop at our headquarters in Ann Arbor, Michigan.

Register now: http://www.thewholebraingroup.com/events

More in: Business , Technology , Design
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Transcript

  • 1. Internet Marketing 101:Search Marketing Basics
  • 2. The Whole Brain GroupDelivers premium design & digital marketingservices to growing companies, using strongin-house technical expertise and a results-driven process. ✓ Founded in 2002 ✓ Headquarters in Ann Arbor, Michigan ✓ # of Whole Brainiacs: 15 ✓ Hubspot Partner
  • 3. What we do
  • 4. What we do PPC & Keyword Strategy Tech SupportSocial Google Analytics Video EngagementSEO Training Integrated Blogging Mobile Apps WordPress Development Content Digital Marketing Pay-Per- Social Media Google AdWords Reporting Web DesignDesign Results Monitoring Lead Generation
  • 5. Our Difference • Technology is in our company DNA • We love to collaborate • We are perfectionists at heart • Process makes us happy • Results make us even happier
  • 6. Our Team Right Brain (Creative) + Left Brain (Geeky) = Whole Brain Goodness!
  • 7. Let’s get started!
  • 8. Anatomy of the Search Results Page
  • 9. Anatomy of the Search Results Page
  • 10. Anatomy of the Search Results Page Organic Search
  • 11. Anatomy of the Search Results Page Google Places Organic Search
  • 12. Anatomy of the Search Results Page Paid Search Google Places Organic Search
  • 13. Anatomy of the Search Results Page Paid Search Google Places Organic Search Paid Search
  • 14. Basics for Your Search Engine Marketing Plan • Identify your web site goals and objectives (Sales, Leads, Awareness etc.) • List how your searchers will find you and what part of the sales cycle they will be in when they find you. • Choose your approach: SEO, Paid Search, Social Media • Measure the Results with Google Analytics and a CRM system. Repeat.
  • 15. Your Website is Like A House• Lots of ways to get in• Not everyone comes through the front door• Keep all the paths clear for people to buy/call/contact you• If you plan to expand, start with a
  • 16. SEO Recipe for Success ✓ Keywords ✓ Drive Traffic ✓ Nerdy Stuff ✓ Local Search Listings ✓ Interesting content ✓ Usable Design ✓ Call(s) to Action ✓ Simple forms
  • 17. Keywords: Choose wisely! https://adwords.google.com/select/KeywordToolExternal
  • 18. Strong Title and Meta Description Titles count heavily in rankings and your Meta Description Tag tells visitors why to visit. 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. Use Site Maps to Tell the Robots Where to GoIn addition to a Sitemap for visitors, the Sitemap.xml guides search engines when they index your site.
  • 19. Nerdy Tip: Submit sitemap.xml
  • 20. Content: Engage Your Audience • Tell a story & make it interesting! • Remind your visitors to turn the page (include links to other pages on your site) • Give them something to download and share with others - eBooks, checklists, whitepapers
  • 21. Call to Action - Strong & Obvious
  • 22. Landing Pages Simple Forms = More Leads
  • 23. Traffic Tip: Paid Search
  • 24. Traffic Tip: Paid Search • Paid search advertising lets you bid for position in the search results. • A few best practices: ✓ Repeat the user query ✓ State a benefit ✓ Include a call to action ✓ Use a relevant landing page in Display and Destination URL ✓ Be tempting!
  • 25. Traffic Tip: SEO + Paid Search = Better
  • 26. Traffic Tip: Social Media Universe Social Networks Reviews, etc. Blogging Social Bookmarking Videos Event Sharing Microblogging Presentation Photo Sharing Sharing
  • 27. Traffic Tip: Video Sells• Make sure content is compelling• Doesn’t always have to be a slick production• Use humor - people love to share funny videos• Don’t forget to include a call to action• Spread the word with social
  • 28. Traffic Tip: Link Building• Ask for relevant links to your site• Build a network of strategic partners you can create content with & help each other spread the word• Press releases that get picked up on high-traffic sites• Listings in directories
  • 29. Traffic Tip: Local Search
  • 30. Traffic Tip: Be Mobile Friendly
  • 31. Traffic Tip: Analyze This
  • 32. Traffic Tip: Track your Leads & Conversions • Use a Customer Relationship Management (CRM) system • Track your leads, where they came from, how people found you, etc. • Analyze your results so you can target improvement & stop doing things that aren’t working • Be patient - don’t give up too quickly!
  • 33. If You Only Do One Thing...BLOG! • Blogs are rapidly indexed • They naturally increase the diversity of key phrases you will be found for • They’re expected to be more informal • They encourage sharing and participation • Don’t forget to include social sharing links • Stick with it – you won’t regret it!
  • 34. Bonus: Links to View from the Discussion • Google Analytics: http://www.google.com/analytics/ • Google AdWords: http://www.google.com/adwords/ • Google Webmaster Tools: http://www.google.com/webmasters/ • Google Keyword Tool: https://adwords.google.com/select/ KeywordToolExternal • Local Search Listings: http://listings.local.yahoo.com/, http://www.google.com/local/add, https://ssl.bing.com/listings/BusinessSearch.aspx • Directories: Yelp.com, Business.com, Yahoo - https://ecom.yahoo.com/dir/submit/intro/
  • 35. Talk to me... Angelina Vergari Inbound Marketing Analyst, Whole Brain Group 734.929.0431 avergari@thewholebraingroup.com http://twitter.com/wholebraingroup http://www.facebook.com/WholeBrainGroup
  • 36. Now What??
  • 37. Download our Social Media ChecklistThe Sensible Social Media Checklist for BusinessesFollow our simple suggestions to create a consistent socialmedia presence on multiple channels. ✓ Blogging ✓ Facebook ✓ Twitter ✓ LinkedIn Scan QR code with your smartphone to request our eBook http://www.thewholebraingroup.com/social-media-checklist-businesses-infographic/
  • 38. Download our Free eBookThe Essential Step-by-Step Guide to Internet Marketing Whether your business is just getting started with internet marketing or you just want to brush up on the basics, this eBook can serve as your essential guide to setting up and implementing a successful internet marketing strategy, step-by-step! You will learn how to: ✓ Implement a keyword strategy ✓ Optimize your website & get found on search engines ✓ Create awesome shareable content ✓ & much more http://info.thewholebraingroup.com/free-internet-marketing-ebook- requestScan QR code with your smartphone to request our eBook The Step-by-Step Internet Marketing Guide is brought to you by The Whole Brain Group & HubSpot to help your business achieve success online. 
  • 39. Request a free consultation Your free 30-minute Talk to a Whole Brain Group expert about how your company consultation will help you can develop, manage, and execute complex web marketing identify problem areas, and strategies with a strong focus on goals such as: identify next steps for taking your digital marketing to the ✓ Getting more qualified leads next level. ✓ Getting measurable results from your marketing investment ✓ Launching a new product or service ✓ Standing out from the competition http://info.thewholebraingroup.com/request-a-free-marketing- consultationScan QR code with your smartphone to request our eBook