Search Powerpoint 3/2/11


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  • Cite: Background on search marketing Background Paid vs. organic search
  • Source: Source: Source: Source: Jupiter Research, 2008. 2 comScore, 2009 (from ppt may 4 webinar) Outline information: Increase in spending SEM spending projected to increase approximately 15% in 2010
  • Source for social media definition: (Ron Jones)
  • Source: Source for Fortune 100: Outline information: Statistics about Social Media U.S. advertisers are projected to spend 1.295B on social media in 2010 Time spent on social media sites U.S. users’ time spent on social media sites has increase 210% in past year Interesting Statistics 2010 Marketing Budget growth by industry
  • Social Media Goals? Top 6 goals for social media campaigns
  • Social influences search – its confirmed
  • Google instant graph source:
  • Introduction on search marketing and social media, and the advantages of integration, changing landscape, etc. Two case studies
  • Source: 451 Powerpoint Presentation
  • Search Powerpoint 3/2/11

    1. 1. Search Marketing: How and Why to Integrate with Social Media
    2. 2. <ul><li>Form of Internet marketing used to promote websites by increasing visibility </li></ul><ul><li>Tools include: </li></ul><ul><ul><li>SEO (search engine optimization) </li></ul></ul><ul><ul><li>Paid advertising </li></ul></ul>What is Search Marketing?
    3. 3. Importance of SEO
    4. 6. What is social media? <ul><li>Examples : </li></ul><ul><li>- content communities </li></ul><ul><li>- social networking sites </li></ul><ul><li>- blogs, wikis </li></ul><ul><li>- internet forums, portals </li></ul><ul><li>- collaborative projects </li></ul><ul><li>- social bookmarking </li></ul>A form of online media where people are talking, participating, sharing, networking and bookmarking online.
    5. 7. Importance of Social Media 512,080,060 users 10 million “fans” sign up to commercial “brand pages” every day Facebook accounts for 25% of all web traffic <ul><li>5 billionth picture uploaded September 20 th , 2010 </li></ul><ul><li>>3,000 images uploaded to Flickr per minute </li></ul>
    6. 13. SERP = Search Engine Results Page <ul><li>List of websites in response </li></ul><ul><li>to search query </li></ul><ul><li>Sponsored listings </li></ul><ul><li>Images </li></ul><ul><li>Maps </li></ul><ul><li>Definitions </li></ul><ul><li>News </li></ul><ul><li>Videos </li></ul>
    7. 16. Changing Landscape of SERP Pages 3. G o o g l e Personalized Search 2. G o o g l e Suggest <ul><li>Sign in to Google </li></ul><ul><li>Search results most relevant to you </li></ul><ul><li>Follow interesting trends based on web activity </li></ul><ul><li>Autocomplete, helps user frame search query </li></ul><ul><li>Collection of phrases and words based </li></ul><ul><li>on what others have typed into Google </li></ul><ul><li>Predicts queries most users would </li></ul><ul><li>want to see </li></ul>1. G o o g l e Instant <ul><li>Shows actual search results in real time </li></ul><ul><li>Arrive at the right content faster </li></ul><ul><li>Localized , instant feedback = better search, </li></ul><ul><li>easier to navigate </li></ul>
    8. 17. Changing Landscape: Social Search Social Search  Search becomes more personal to the user  Integrates content from friends & online contacts to query  “ Social” added to Google Images (see friends’ pictures)  “ Results from your social circle”
    9. 21. SEO/PR = Public Relations + Search Engine Optimization - Innovative - Combines generating more sales leads, and publicity by crafting/optimizing press releases and e-zine newsletters What Is SEO/PR? <ul><li>Benefits : </li></ul><ul><ul><li>Increase website ranking </li></ul></ul><ul><ul><li>Increase referrals from search engines </li></ul></ul><ul><ul><li>Position as the subject matter expert </li></ul></ul><ul><ul><li>Catch attention of journalists using Google and Yahoo as news source </li></ul></ul><ul><ul><li>Increase qualified prospects/clients </li></ul></ul>
    10. 24. <ul><li>Building Gentle Giant’s Search Marketing Strategy: </li></ul><ul><li>Develop/refine keyword strategy </li></ul><ul><li>Analyze website </li></ul><ul><li>Create SEO Strategy Document for website </li></ul><ul><li>Implement site structure; content modifications </li></ul><ul><li>Refine/implement keyword PPC strategy </li></ul><ul><li>Allow for Google to crawl website </li></ul><ul><li>Measure/document rankings </li></ul><ul><li>Begin external link building strategy </li></ul><ul><li>Measure/report results </li></ul><ul><li>Perform ongoing adjustments </li></ul><ul><li>SEO/PR </li></ul>
    11. 25. <ul><li>Site traffic significantly increased from 8,969 visitors/month to </li></ul><ul><li>14,912 three months after campaign launch </li></ul><ul><li>Organic search traffic nearly doubled three months after </li></ul><ul><li>optimization ( 4,609 to 9,769 visits ) </li></ul><ul><li>Search engine keyword rankings continue to climb; local and broad </li></ul><ul><li>keywords ranked on first page of Google and Bing </li></ul><ul><li>Significant increase from 791 “Request for an Estimate” to 2,497 </li></ul><ul><li>requests four months later! </li></ul>Gentle Giant: Results
    12. 26. Who Is 451 Marketing? Founded in February, 2004 Headquartered in Boston with an office in Chicago A collaboration of 20 industry veterans committed to being best-of-breed public relations, search marketing, and social media specialists Recently named eMarketer 2009 for the Americas by TRAVELCLICK Google Adwords certified
    13. 27. We work with and build great brands:
    14. 28. <ul><li>Core Strengths </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>SEO Leveraged Public Relations </li></ul><ul><li>Pay-Per-Click Advertising </li></ul><ul><li>Social Media Marketing </li></ul><ul><li>Social Media Strategy Development </li></ul><ul><li>Web 2.0 Design and Implementation </li></ul><ul><li>PR 2.0 (PR through Social Media) </li></ul><ul><li>Public Relations </li></ul>
    15. 29. Our Team Members Have represented brands like New Balance, Bank of America, Dunkin’ Donuts, Ralph Lauren - RLX,, Boston Celtics, RE/MAX, Allstate, SVEDKA, Gentle Giant, Rubbermaid, the Home Entertainment Show, and the Boston Red Sox .
    16. 30. AJ Gerritson, Founding Partner 451 Marketing 100 North Washington Street Boston, MA 02114 617-259-1605 x 204 @ajgerritson