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Search Engine Marketing 101

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This is a beginners guide to Search Marketing that covers the basics of PPC, SEO & how Google and the major search engines rank web sites. …

This is a beginners guide to Search Marketing that covers the basics of PPC, SEO & how Google and the major search engines rank web sites.

If you are interested in learning more about Wpromote PPC Management or other online services, please visit us!

Published in: Technology, Design

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  • Transcript

    • 1. Search Marketing 101 by Wpromote Inc.
    • 2.
      • Overview of
      • Search Engine
      • Marketing
    • 3. The Anatomy of a Search Results Page
        • Organic or Natural Search Results
      Pay-per-click (PPC) or Sponsored Links
    • 4. 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
    • 5. 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
    • 6.
      • Pay-Per-Click (PPC) Advertising
    • 7. 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”
    • 8. 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
    • 9. 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.
    • 10.
      • Search Engine Optimization (SEO) - Organic Listings
    • 11. 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
    • 12. 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
    • 13.
      • Website &
      • Landing Page
      • Design
    • 14. 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
    • 15. 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
    • 16. 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.
    • 17. 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.
    • 18. 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
    • 19. 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
    • 20. Thank You!
      • Contact us for More Information:
      • [email_address]
      • www.wpromote.com
      • 1.866.977.6668