Search Marketing 101 by Wpromote Inc.

Overview of Search Engine Marketing

Overview of

Search Engine

Marketing

The Anatomy of a Search Results Page Organic or Natural Search Results Pay-per-click (PPC) or Sponsored Links

Organic or Natural Search Results

Pros and Cons of Paid Search PROS: Immediate Results Total Control of How and Where Displayed Can Test and Change Daily CONS: Costs Money Each Time Someone Clicks Very Competitive Need Knowledge to Avoid Wasted Spending

PROS:

Immediate Results

Total Control of How and Where Displayed

Can Test and Change Daily

CONS:

Costs Money Each Time Someone Clicks

Very Competitive

Need Knowledge to Avoid Wasted Spending

Pros and Cons of Organic Search PROS: Clicks are Free Most People Click on Top Organic Links CONS: Takes Time to See Results Limited Control Clicks are Free but SEO efforts are Not

PROS:

Clicks are Free

Most People Click on Top Organic Links

CONS:

Takes Time to See Results

Limited Control

Clicks are Free but SEO efforts are Not

Pay-Per-Click (PPC) Advertising

Pay-Per-Click (PPC) Advertising

Anatomy of a PPC Ad Total of 95 Characters Allowed: Title = 25 Characters 2nd line = 35 Characters 3rd line = 35 Characters Select a Landing Page URL that matches the product or service discussed in the ad. Should be as Specific as Possible. Include the Key Selling Points. Such as “No Signed Contract”

Total of 95 Characters Allowed:

Title = 25 Characters

2nd line = 35 Characters

3rd line = 35 Characters

Select a Landing Page URL that matches the product or service discussed in the ad.

Should be as Specific as Possible.

Include the Key Selling Points. Such as “No Signed Contract”

How to Select Your Keywords Keywords + Ad Text = Ad Group Make your Ad Groups Very Focused Each Group Should be About 1 product HP laptop in a different group than HP printer No More than 50 Keywords in Each Ad Group (can have up to 2,000) Google Keywords Tool

Keywords + Ad Text = Ad Group

Make your Ad Groups Very Focused

Each Group Should be About 1 product

HP laptop in a different group than HP printer

No More than 50 Keywords in Each Ad Group (can have up to 2,000)

Google Keywords Tool

How Google Ranks Paid Ads Google Determines which Advertisers want to Show up for a Keyword Each Time a User Searches. Google will Rank the Advertisers based on 2 things: The Amount of Money They Bid Their Quality Score Quality Score is Based on Relevancy of Keywords and Ad as Well as Other Factors Bottom Line = The More You Pay the More You Show Up.

Google Determines which Advertisers want to Show up for a Keyword Each Time a User Searches.

Google will Rank the Advertisers based on 2 things:

The Amount of Money They Bid

Their Quality Score

Quality Score is Based on Relevancy of Keywords and Ad as Well as Other Factors

Bottom Line = The More You Pay the More You Show Up.

Search Engine Optimization (SEO) - Organic Listings

Search Engine Optimization (SEO) - Organic Listings

Anatomy of an Organic Ad Page Title = Max of 66 Characters Meta Description = Max of 160 characters. Page Titles and Meta Descriptions should be different on each page of your website. Kewords Used in Ad Should Relate Directly to Product/Service Described on That Page

Page Title = Max of 66 Characters

Meta Description = Max of 160 characters.

Page Titles and Meta Descriptions should be different on each page of your website.

Kewords Used in Ad Should Relate Directly to Product/Service Described on That Page

How Google Ranks Sites Organically Combination of These Elements: Content on Your Website (Both Quantity and Quality) Meta Description, Keywords & Titles Number of Inbound Links What Your Domain Name is and How Long it has Been Around

Combination of These Elements:

Content on Your Website (Both Quantity and Quality)

Meta Description, Keywords & Titles

Number of Inbound Links

What Your Domain Name is and How Long it has Been Around

Website & Landing Page Design

Website &

Landing Page

Design

Make Your Messaging Consistent Consistency from start to finish is key (a) Search Query (b) PPC Campaign (c) Landing Page Customize your messaging so that it appeals to how the user is searching. In the example below you can see the message “Digital Music Service” is used every step of the way (a) Search Query (c) Landing Page (b) PPC Campaign

Consistency from start to finish is key

(a) Search Query (b) PPC Campaign (c) Landing Page

Customize your messaging so that it appeals to how the user is searching.

In the example below you can see the message “Digital Music Service” is used every step of the way

Minimize Distractions Have a clear call to action No flash intros! Don’t be too creative! Eliminate unnecessary navigation. Examples: Old Lumineers Landing Page New Lumineers Landing Page

Have a clear call to action

No flash intros! Don’t be too creative!

Eliminate unnecessary navigation.

Examples:

Old Lumineers Landing Page

New Lumineers Landing Page

Reduce Your Bounce Rate You only have 2 seconds to tell your story. Tell users they have found what they are looking for. Always use clear, concise and relevant headline. Include testimonials, awards, certification.

You only have 2 seconds to tell your story.

Tell users they have found what they are looking for.

Always use clear, concise and relevant headline.

Include testimonials, awards, certification.

Perform User Testing Ask friends and colleagues to “do stuff” on your site Many easy tasks are harder than you think! Use Tools like CrazyEgg to see user behavior Make sure your website is compatible with all browsers.

Ask friends and colleagues to “do stuff” on your site

Many easy tasks are harder than you think!

Use Tools like CrazyEgg to see user behavior

Make sure your website is compatible with all browsers.

Blog! Blogging is Great for SEO! • Blog 3-5 times per week, 300 word posts • Blog on www.yourcompany.com/blog/ Interact in the blogosphere Commenting, guest blogging, blog links

Blogging is Great for SEO!

• Blog 3-5 times per week, 300 word posts

• Blog on www.yourcompany.com/blog/

Interact in the blogosphere

Commenting, guest blogging, blog links

About Wpromote Search Engine Marketing Firm with Solutions for All Business’ sizes and needs Search Solutions Starting at $99/month Website Development Search Engine Optimization Landing Page Testing PPC Management

Search Engine Marketing Firm with Solutions for All Business’ sizes and needs

Search Solutions Starting at $99/month

Website Development

Search Engine Optimization

Landing Page Testing

PPC Management

Thank You! Contact us for More Information: [email_address] www.wpromote.com 1.866.977.6668

Contact us for More Information:

[email_address]

www.wpromote.com

1.866.977.6668