Intro to search marketing sept 2012 fskip


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  • That’s why it’s important to optimize all assets
  • Build out this concept verbally
  • Code is more on the technical side. We’ll usually be talking to your vendor about the technical changes we make to make sure that your site can be easily spidered by search engines. These are a few of the things we check when looking at a site, if you have cookies implemented on the site, how easily navigable your site is, whether there’s any flash.
  • Next we have content. A few of the things we check for are keyword rich content, search-friendly urls, optimized and unique meta descriptions and keywords. For instance, on party of gold’s site, the meta descriptions and keywords were all exactly the same on each page, so we need to make sure to change that.
  • Intro to search marketing sept 2012 fskip

    1. 1. Introduction to Search Marketing Presentation Title | DateWorkshop 19-18-2012
    2. 2. #451Webinar Francis Skipper VP of Digital Marketing 617-259-1605 @fskip
    3. 3. Overview• What is search marketing?• SEO• Paid Search• Q&A
    4. 4. Search Engine Marketing Better known as SEM or Search Marketing
    5. 5. What is search marketing?Process ofgainingtraffic andvisibilityfrom searchengines
    6. 6. You’ll get more of this…• Rankings• Traffic• Page Views• Visibility• Impressions• Brand Awareness
    7. 7. But, Ultimately it comes down to…
    8. 8. More of this…
    9. 9. Search does not exist in a vacuum “I think I’ll search for some random product or service that I have never heard of.”
    10. 10. 2 Out of 3 Searches In Google Are Driven By Another Medium
    11. 11. A Little Background On Search
    12. 12. Why should I care about search? Worldwide, 88,000,000,000 searches are conducted on Google per month. 34,000 Per Second 2,000,000 Per Minute 121,000,000 Per Hour 3,000,000,000 Per Day
    13. 13. Terms to Know SEO: Search • The process of improving visibility of a website or a web Engine page in a search engine’s “natural” or unpaid search results Optimization • Internet advertising model used to direct traffic toPPC: Pay Per Click websites where advertisers pay the publisher when ad is clicked • Graphical, image or video based ads that appearDisplay (Banner) contextually near relevant content. Can be based on search, but more often on category and demographics
    14. 14. Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults
    15. 15. Search Engine User Behavior • 95% of users don’t go beyond the first page of search results (positions 1-10) • 88% of search engine users who don’t find what they seek on the first three pages of search results will change engines or change their search term • 71% of search engine users believe that websites returned at the top of search results are the top brands in their field
    16. 16. SEO *aka - Organic, Natural Search Engine OptimizationGaining web traffic from FREE listings on search engines
    17. 17. SEO Has Three Core ComponentsCode Content Connections
    18. 18. Code - Technical Considerations  User Input Requirements  Site Security Technical issues  Cookie Implementationlimit search index  Robots.txt  Frames inclusion  Broken Links & 404 Trapping  Server Load Balancing  URL Redirection  <Noscript> Tags  Internal Navigational Elements  Internal Linking  Domain and URL structure  Session IDs  Flash
    19. 19. Search Friendly URL’s
    20. 20. Content - Performance Considerations  Site Optimization Tags Opportunities to increase  Content Gaps search visibility  Optimizing Website Content  Internal Linking Convention  Mirror Domains and Duplicate Content  Sub-Domain Strategy
    21. 21. Content*
    22. 22. Title Tags
    23. 23. Content: Keywords
    24. 24. Content: Keywords
    25. 25. Content: DensityPercentage of times (Nkr/Tkn) * 100a keyword appears on a web page compared to the total number ofwords on the page Rule of Thumb: 4% - 250-500 words
    26. 26. Keyword Research Q: For what Google search should you rank #1? A: “innovative, creative, game- changing” Q: What do you do/make/sell? A: “Oh. Cloud based storage for small business”.
    27. 27. Google Free Keyword Tool
    28. 28. Google Trends
    29. 29. Internal Search Logs#2 Searched Term: “bed spreads””
    30. 30. Competitive Research Restrict queryto competitor’s domain
    31. 31. Connections • Paid/Free Directories - Manual • Social Media/Blogs - Viral • Press Releases – Manual & Viral • 3rd Party Associations - ManualQuality > Quantity
    32. 32. Paid Search Marketing
    33. 33. Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults
    34. 34. Preparing for a Digital Advertising Campaign
    35. 35. Anatomy of a PPC Ad 25 Characters 35 Characters 35 Characters
    36. 36. Preparing: Defining Your Audience • Location Awareness • Language • Education • Work Education • Age • Gender • Birthday Consideration • Relationship Status • HIH • Groups Purchase • Likes • FriendsThink about the people who you want to see your ads
    37. 37. The Purchase Funnel Increase Brand VisibilityAwareness Impressions & CPM “plasma tv”Microcenter Drive Qualified Traffic Reviews, comparisons, demos Education “Plasma tv reviews” Generate Leads Consideration Newsletter, Email captures, etc. [Sign up for secret offers!] Sales Purchase Revenue, orders, ROI, ROAS “Buy Sony Bravia 46” Plasma TV”
    38. 38. Audience Segmentation Email Marketing Feeler Reach your customers and actually have time for lunch. Free trial.Emphasis on human connection and feelings Email Marketing Intuitor Grow your small business with email marketing. Free trial.Words like “grow” and “growth” to implyforward, future thinking Email Marketing Sensor Reach customers before your competitors do. Free trial.Action words focusing on achieving results & being competitive Email Marketing Thinker 200,000+ small businesses choose us for email marketing. Free trial.Words invoking confidence in product, community-themed
    39. 39. Metrics and Measurement• Impressions & Clicks • CTR – click through rate • How many of my ads got clicks? • Clicks/impressions• Return • Conversion Rate • Revenue • ROAS • ROI
    40. 40. ROI vs. ROAS
    41. 41. Preparing: KeywordsBased on what your audience is interested in instead or what they might be looking tobuy depending on the channel
    42. 42. Getting Started
    43. 43. Google AdWords:
    44. 44. Bing/Yahoo!:
    45. 45. You’re probably wondering… • Which is more effective? • I rank high in SEO results, do I need PPC? • Do I need to do both?
    46. 46. Search Engine Marketing SEO PPC Organic Paid Pro: Pro: Great Long-term ROI Quick Set up High Ceiling & Volume Highly measurable & quantifiableMore exposure, branding, awareness Less development resources needed Con: Con: Tough to quantify More expensiveLots of work (design/development) Lower ceiling & volume potential Takes a while (not for short-term) May be subject to “ad blindness”
    47. 47. Wrap up slide
    48. 48. #451Webinar Francis Skipper VP of Digital Marketing 617-259-1605 @fskip