Internet Marketing 101:Search Marketing Basics
The Whole Brain GroupDelivers premium design & digital marketingservices to growing companies, using strongin-house techni...
What we do
What we do             PPC & Keyword Strategy               Tech SupportSocial                    Google Analytics        ...
Our Difference •   Technology is in our company     DNA •   We love to collaborate •   We are perfectionists at heart •   ...
Our Team       Right Brain (Creative) + Left Brain (Geeky) =              Whole Brain Goodness!
Let’s get started!
Anatomy of the Search Results Page
Anatomy of the Search Results Page
Anatomy of the Search Results Page                      Organic Search
Anatomy of the Search Results Page                      Google Places                      Organic Search
Anatomy of the Search Results Page                       Paid Search                      Google Places                   ...
Anatomy of the Search Results Page                       Paid Search                      Google Places                   ...
Basics for Your Search Engine Marketing Plan  •   Identify your web site goals and objectives (Sales,      Leads, Awarenes...
Your Website is Like A House•   Lots of ways to get    in•   Not everyone comes    through the front    door•   Keep all t...
SEO Recipe for Success     ✓   Keywords              ✓   Drive Traffic     ✓   Nerdy Stuff           ✓   Local Search     ...
Keywords: Choose wisely!         https://adwords.google.com/select/KeywordToolExternal
Strong Title and Meta Description                                Titles count heavily in rankings and                     ...
Nerdy Tip: Submit sitemap.xml
Content: Engage Your Audience •   Tell a story & make it     interesting! •   Remind your visitors to turn     the page (i...
Call to Action - Strong & Obvious
Landing Pages           Simple Forms = More Leads
Traffic Tip: Paid Search
Traffic Tip: Paid Search •   Paid search advertising lets you bid for position in     the search results. •   A few best p...
Traffic Tip: SEO + Paid Search = Better
Traffic Tip: Social Media Universe                                      Social Networks                                   ...
Traffic Tip: Video Sells•   Make sure content is compelling•   Doesn’t always have to be a slick    production•   Use humo...
Traffic Tip: Link Building•   Ask for relevant links to your    site•   Build a network of strategic    partners you can c...
Traffic Tip: Local Search
Traffic Tip: Be Mobile Friendly
Traffic Tip: Analyze This
Traffic Tip: Track your Leads & Conversions •   Use a Customer Relationship     Management (CRM) system •   Track your lea...
If You Only Do One Thing...BLOG! •   Blogs are rapidly indexed •   They naturally increase the diversity of     key phrase...
Bonus: Links to View from the Discussion    •   Google Analytics: http://www.google.com/analytics/    •   Google AdWords: ...
Talk to me...   Angelina Vergari   Inbound Marketing Analyst, Whole Brain Group   734.929.0431   avergari@thewholebraingro...
Now What??
Download our Social Media ChecklistThe Sensible Social Media Checklist for BusinessesFollow our simple suggestions to crea...
Download our Free eBookThe Essential Step-by-Step Guide to Internet Marketing    Whether your business is just getting sta...
Request a free consultation                                                                                     Your free ...
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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:

- 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

Published in: Business, Technology, Design
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  • Transcript of "Internet Marketing 101: Search Marketing Basics"

    1. 1. Internet Marketing 101:Search Marketing Basics
    2. 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. 3. What we do
    4. 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. 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. 6. Our Team Right Brain (Creative) + Left Brain (Geeky) = Whole Brain Goodness!
    7. 7. Let’s get started!
    8. 8. Anatomy of the Search Results Page
    9. 9. Anatomy of the Search Results Page
    10. 10. Anatomy of the Search Results Page Organic Search
    11. 11. Anatomy of the Search Results Page Google Places Organic Search
    12. 12. Anatomy of the Search Results Page Paid Search Google Places Organic Search
    13. 13. Anatomy of the Search Results Page Paid Search Google Places Organic Search Paid Search
    14. 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. 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. 16. SEO Recipe for Success ✓ Keywords ✓ Drive Traffic ✓ Nerdy Stuff ✓ Local Search Listings ✓ Interesting content ✓ Usable Design ✓ Call(s) to Action ✓ Simple forms
    17. 17. Keywords: Choose wisely! https://adwords.google.com/select/KeywordToolExternal
    18. 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. 19. Nerdy Tip: Submit sitemap.xml
    20. 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. 21. Call to Action - Strong & Obvious
    22. 22. Landing Pages Simple Forms = More Leads
    23. 23. Traffic Tip: Paid Search
    24. 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. 25. Traffic Tip: SEO + Paid Search = Better
    26. 26. Traffic Tip: Social Media Universe Social Networks Reviews, etc. Blogging Social Bookmarking Videos Event Sharing Microblogging Presentation Photo Sharing Sharing
    27. 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. 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. 29. Traffic Tip: Local Search
    30. 30. Traffic Tip: Be Mobile Friendly
    31. 31. Traffic Tip: Analyze This
    32. 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. 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. 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. 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. 36. Now What??
    37. 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. 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. 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
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