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MN AMA Search101


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MN AMA Search101

  1. 1. MN AMA & MIMA—Search Engine Marketing 101 Raise Visibility & Drive Traffic May 5, 2009
  2. 2. We Will Cover <ul><li>Background on Search Engines </li></ul><ul><ul><li>How, Why and Who </li></ul></ul><ul><li>Search Engine Marketing </li></ul><ul><ul><li>Organic Search Engine Optimization </li></ul></ul><ul><ul><li>Search Advertising </li></ul></ul><ul><ul><li>Case Study </li></ul></ul><ul><ul><li>Future of Search </li></ul></ul>
  3. 3. Placement Test Do You Know Your Acronyms?
  4. 4. Placement Test: Do You Know Your Acronyms ? <ul><li>SEO </li></ul><ul><ul><li>Search Engine Optimization – Practice of optimizing a website or web presence to achieve high organic rankings in search engines </li></ul></ul><ul><li>PPC </li></ul><ul><ul><li>Pay Per Click – The placement of advertisements within search results. You only pay for those ads when they’re clicked </li></ul></ul><ul><li>SEM </li></ul><ul><ul><li>Search Engine Marketing – Umbrella term for the practice of SEO and PPC search advertising </li></ul></ul><ul><li>CPC </li></ul><ul><ul><li>Cost per Click – What you are paying each time someone clicks from your PPC ad to your landing page or site </li></ul></ul><ul><li>CTR </li></ul><ul><ul><li>Click Through Rate – Percentage of people who are exposed to your PPC that are clicking through to your landing page or site </li></ul></ul><ul><li>KPI </li></ul><ul><ul><li>Key Performance Indicator – web analytics measurements </li></ul></ul>
  5. 5. Brief History of Search Engines Search 101
  6. 6. What is a search engine? <ul><li>A software program that searches a data set (such as the Web) and gathers and reports information that contains or is related to specified terms </li></ul>
  7. 7. Global Search Volume <ul><li>Global Percentage of Volume </li></ul><ul><ul><li>Google: 77.4% </li></ul></ul><ul><ul><li>Yahoo: 12.5% </li></ul></ul><ul><ul><li>Live Search (formerly MSN): 5.9% </li></ul></ul><ul><ul><li>AOL: 2.1% </li></ul></ul><ul><li>Over 400 Million U.S. Internet Searches Per Day </li></ul>
  8. 8. The Players <ul><li>The Web Dominated by Two Engines </li></ul><ul><li>Google: </li></ul><ul><ul><li>Powers nearly 57% of all U.S. Internet Searches </li></ul></ul><ul><ul><li>The Google Network includes: </li></ul></ul><ul><ul><ul><li>AOL </li></ul></ul></ul><ul><ul><ul><li>Ask </li></ul></ul></ul><ul><ul><ul><li>Netscape </li></ul></ul></ul><ul><ul><ul><li>Lycos </li></ul></ul></ul><ul><ul><ul><li>Excite </li></ul></ul></ul><ul><li>Yahoo: </li></ul><ul><ul><li>Powers nearly 40% of all U.S. Internet Searches </li></ul></ul><ul><ul><li>The Yahoo Network includes: </li></ul></ul><ul><ul><ul><li>Yahoo Properties </li></ul></ul></ul><ul><ul><ul><li>Alta Vista </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  9. 9. Search Growth <ul><li>Search is quickly approaching email as #1 Internet activity </li></ul><ul><li>41% (60 million) of Internet users search every day </li></ul><ul><ul><li>90% of all internet users use search </li></ul></ul><ul><li>52% (76 million) of Internet users email every day </li></ul><ul><ul><li>91% of all Internet users use email </li></ul></ul><ul><ul><li>Source: Forrester Research </li></ul></ul>
  10. 10. Online Spending Comparison
  11. 11. Universal Search <ul><li>&quot;The ultimate goal of universal search is to break down the silos of information that exist on the web and provide the very best answer every time a user enters a query.&quot; </li></ul>
  12. 17. Search Engine 101 <ul><li>Understanding a Search Results Page </li></ul>Organic Listings “Free” Pay-Per-Click Listings “Paid Advertising”
  13. 18. Google - Organic Rankings #1 Organic Ranking #2 Organic Ranking #3 Organic Ranking
  14. 19. Google - Paid Rankings #1 Paid Ranking #2 Paid Ranking #3 Paid Ranking #4 Paid Ranking #5 Paid Ranking
  15. 20. Search Engine Listings <ul><ul><li>Have seen stats saying 80 to 90% of all users are clicking through on organic listings, but this varies by topic and relevance to what the searcher is looking for. </li></ul></ul>
  16. 21. How Users See a Listings Screen
  17. 22. Search Engine Optimization Search 101
  18. 23. Organic Search - How it works <ul><li>Starts with Search Engine “Spiders” (aka: Robots, Crawlers) </li></ul><ul><ul><li>Spiders follow links to searchable web pages (Crawling) </li></ul></ul><ul><ul><li>Spiders identify content, and put it in context based on the other information around it. (e.g., apple vs Apple) </li></ul></ul><ul><ul><li>Spiders store “relevant” pages in database (Index) </li></ul></ul><ul><li>Rank by relevance </li></ul>
  19. 24. Organic Search - How it works <ul><li>Once indexed, a page’s relevance is determined by the engine’s algorithm </li></ul><ul><li>Metadata (Page title, keywords and descriptions) </li></ul><ul><ul><li>Does this matter? </li></ul></ul><ul><ul><li>Search engine “Road Map” </li></ul></ul><ul><ul><li>The “main themes” of a website or page </li></ul></ul><ul><ul><li>Control content displayed on search results page </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Where on page, where within site, surrounding words, clarity </li></ul></ul><ul><ul><li>Aligned with page title, keywords, and descriptions </li></ul></ul>
  20. 25. Metadata
  21. 26. Content Alignment
  22. 27. Organic Search - How it works <ul><li>A page’s relevance is also determined by… </li></ul><ul><li>Inbound Links </li></ul><ul><ul><li>Links from 3rd party websites to your website </li></ul></ul><ul><ul><li>How many and from which sites </li></ul></ul><ul><li>URL - what is your website address? </li></ul><ul><li>Frequency of page refresh - are you publishing content often? </li></ul><ul><li>Website code - does the code prevent search engines from spidering your content? </li></ul>
  23. 28. PPC Search Advertising Search 101
  24. 29. PPC Search Advertising <ul><li>Advertisers bid for positioning (think online auction) </li></ul><ul><ul><li>In most cases, the higher the bid, the higher the placement </li></ul></ul><ul><ul><li>“ Relevance – Click Index” factor is applied to algorithm </li></ul></ul><ul><li>Advertiser pays only when text ad is clicked (PPC) </li></ul><ul><li>Two major distribution methods </li></ul><ul><ul><li>Search match - Ex: search directly on or </li></ul></ul><ul><ul><li>Content match - Ex: PPC ads displaying on partner sites </li></ul></ul>
  25. 30. PPC: Search Match #1 Search Match #2 Search Match #3 Search Match #4 - #7 Search Match Listings
  26. 31. PPC: Content Match #1 Content Match Previous #3 loses placement in Content Match #2 Content Match
  27. 32. PPC: Content Match #1 Content Match #2 Content Match #3 Content Match
  28. 33. Search Distribution Networks <ul><li>Google: 59% of all search advertisements </li></ul><ul><ul><li>Engines: Google, AOL, ASK, Excite, Lycos </li></ul></ul><ul><ul><li>Publishers: AOL, New York Times, About, Weather Channel, iVillage </li></ul></ul><ul><li>Yahoo: 35% of all search advertisements </li></ul><ul><ul><li>Engines: Yahoo, Alta Vista </li></ul></ul><ul><ul><li>Publishers: Yahoo, CNN, ESPN, National Geographic </li></ul></ul>
  29. 34. How Search Marketing Effects campaign & Website Planning Sanarus Site Development -
  30. 36. Sanarus Example <ul><li>Problem </li></ul><ul><ul><li>Gain awareness for a new non-surgical treatment for Fibroadenomas, patients to clinics that perform the treatment with Sanarus’ Visica 2 </li></ul></ul><ul><li>Goal </li></ul><ul><ul><li>Intensify awareness of the Visica 2 minimally-invasive procedure among patients, educate them on its benefits, and accelerate the adoption and implementation of the procedure </li></ul></ul><ul><ul><li>Increase the number of patients to six per month at each of eight breast health centers that are using the Visica 2 system, in two geographic areas (Michigan and Florida) </li></ul></ul>
  31. 37. Sanarus Example <ul><li>Tactics </li></ul><ul><ul><li>Unbranded, optimized direct-to-patient website </li></ul></ul><ul><ul><li>Radio advertising </li></ul></ul><ul><ul><li>Referral marketing </li></ul></ul><ul><ul><li>Print advertising </li></ul></ul><ul><li>  </li></ul>
  32. 38. Using Search Marketing to Help Planning <ul><li>Integrating Search in the Marketing Process </li></ul><ul><li>Step 1: Brainstormed and researched keywords target audiences would search on to find information on Fibroadenomas to determine highest value and trafficked words </li></ul><ul><li>Step 2: Picked URL (domain name) to align with keywords we felt we could rank on – </li></ul><ul><li>Step 2: Aligned new website structure and copy to work with keyword alignment </li></ul><ul><li>Step 4: Develop new web site for SEO </li></ul><ul><li>Step 5: Launched PPC campaign to gain visibility earlier than we could with SEO alone </li></ul>
  33. 39. Keywords Keywords Advertiser Competition Approx Search Volume: July Approx Avg Search Volume   breast pain 0.93 165000 201000 breast surgery 1 165000 110000 breast symptoms 0 40500 49500 breast lump 0.86 40500 40500 breast biopsy 0.8 33100 40500 sore breasts 0.66 27100 27100 breast health 0.8 33100 27100 breast cyst 0.66 22200 22200 breast lumps 0.86 22200 22200 lumps breast 0.26 22200 22200 breast lumps 0.73 22200 22200 breast cyst 0.66 22200 22200 breast mri 0.6 22200 22200 breast disease 0.6 22200 22200 breast ultrasound 0.73 18100 18100 breast tumor 0.93 12100 14800 breast cysts 0.53 14800 14800
  34. 41. <title>Breast Lump Info</title> <meta name=&quot;keywords&quot; content=&quot;breast lumps, breast lump, benign breast lump&quot; /> <meta name=&quot;description&quot; content=&quot;Have you found a Breast Lump? Information is power. has the latest information for women whose breast lump has been diagnosed as benign. &quot; />
  35. 43. Results: Ranking No. 3 & 4 in organic results for “ Breast Lump Info ”
  36. 44. Results: Ranking No. 7 in organic results for “ Breast Lump Diagnosis ”
  37. 45. Sanarus PPC Example
  38. 48. Case Study Using Search Campaigns to Discover New Markets Search 101
  39. 50. Bellcomb Case Study <ul><li>Problem </li></ul><ul><ul><li>Bellcomb is a manufacturer of lightweight structured panels—They were a leading producer of these panels with low awareness among key audiences </li></ul></ul><ul><li>Goal </li></ul><ul><ul><li>Reposition Bellcomb’s brand & improve awareness and visibility with key audiences </li></ul></ul><ul><li>Tactics </li></ul><ul><ul><li>New brand alignment based on vertical markets </li></ul></ul><ul><ul><li>Transition from third-party referrals (such as Thomas Registers) to direct organic and PPC search campaigns </li></ul></ul><ul><ul><li>New identity </li></ul></ul><ul><ul><li>New site </li></ul></ul><ul><ul><li>New marketing materials </li></ul></ul>
  40. 51. Bellcomb
  41. 52. Bellcomb Case Study <ul><li>Integrating Search in the Marketing Process </li></ul><ul><li>Step 1: Begin keyword research to determine highest value vertical markets to target </li></ul><ul><li>Step 2: Develop test PPC campaigns to evaluate keywords effectiveness </li></ul><ul><ul><li>Test for regional differences based on sales feedback </li></ul></ul><ul><li>Step 3: Align new web structure and copy to work with keyword alignment </li></ul><ul><li>Step 4: Develop new web site for SEO </li></ul><ul><li>Step 5: Continually refine website and keywords to respond to changes in the marketplace </li></ul>
  42. 53. Bellcomb
  43. 57. Bellcomb PPC Search Campaign Results <ul><li>Traffic to the site increased – 207% increase in visitors since January, 2007 </li></ul><ul><ul><li>With an ad spend averaging between $3,500 and $5,000 per month </li></ul></ul><ul><li>Organic Rank – 120% increase in total rankings across all search engines. Rankings include number 1 rankings, top 5, top 10 and top 20 rankings. </li></ul><ul><ul><li>Key terms are pushing organic search listings higher on each engine </li></ul></ul>
  44. 58. Bellcomb PPC Search Campaign Results <ul><li>48% increase in keyword distribution </li></ul><ul><ul><li>Week 1 of the campaign searchers used 79 different phrases to click to Bellcomb. In week 37, 130 phrases resulted in a click-through to the site. We are finding the missing searchers we weren’t getting before. </li></ul></ul><ul><ul><li>Measure of visibility and distribution – the long tail effect. </li></ul></ul><ul><li>187.5% increase is site conversions </li></ul><ul><ul><li>Conversion in this case = Filling out the contact form, which is a lead </li></ul></ul><ul><ul><li>Organic traffic increased 12.4%. in 13 weeks following site launch and has stayed steady </li></ul></ul>
  45. 59. Testimonial <ul><li>Moved from $1 million in the sales pipeline to $100 million in one year </li></ul><ul><ul><li>This (new) positioning has helped us gain recognition as the world’s largest provider of composite panels for all types of applications. We’ve seen incredible growth in potential sales and a significant increase in website traffic and search visibility. </li></ul></ul><ul><ul><ul><ul><ul><li>Mark Phillion, Bellcomb Director of Sales and Marketing </li></ul></ul></ul></ul></ul>
  46. 60. Ongoing <ul><li>Increase in competition with keyword buys </li></ul><ul><li>Decreasing spending </li></ul><ul><li>Improving CTR and lead generation </li></ul><ul><li>More click-throughs don’t always mean more leads </li></ul><ul><li>Improve organic visibility </li></ul>
  47. 61. Future Development Search 101
  48. 62. What’s Next <ul><li>Day Parting </li></ul><ul><ul><li>Focusing search on times of day when people are searching for your information </li></ul></ul><ul><li>Local Search </li></ul><ul><ul><li>Regionally focused search </li></ul></ul><ul><li>Personalized Search </li></ul><ul><ul><li>Results based on your personal search and click through history </li></ul></ul><ul><ul><li>View and actively manage your historical searches </li></ul></ul>
  49. 66. What’s Next <ul><li>Google SMS </li></ul><ul><ul><li>Text search query to 46645 “GOOGL”, receive answer via phone text message </li></ul></ul><ul><li>Click to Call </li></ul><ul><ul><li>Search results will include a phone icon </li></ul></ul><ul><ul><li>Google will pay for users to be connected by phone to call center </li></ul></ul><ul><li>Video Search </li></ul><ul><ul><li>Youtube, Metacafe, Blinx </li></ul></ul><ul><li>Mobile Search </li></ul><ul><ul><li>iPhone, PDAs </li></ul></ul><ul><li>Better tie in to Google Analytics </li></ul><ul><ul><li>Cross-channel marketing </li></ul></ul>
  50. 67. POP QUIZ Search 101
  51. 68. Pop Quiz <ul><li>True or False </li></ul><ul><ul><li>Getting to number one on Google should be one of your goals in any search engine marketing initiative. </li></ul></ul><ul><li>False </li></ul><ul><ul><li>Just getting to number one might mean that you are spending more than you need to on your campaigns. Number one may not be the best position for a PPC campaign if it means you are spending a lot more on CTR than your competitors </li></ul></ul><ul><ul><li>For SEO you don’t need to be number one for everything, but you want to focus spending on ranking high for those terms and phrases that convert. </li></ul></ul>
  52. 69. Pop Quiz <ul><li>True or False </li></ul><ul><ul><li>Search Engine Optimization is done primarily when building or redesigning a website. </li></ul></ul><ul><li>False </li></ul><ul><ul><li>SEO is an ongoing practice that needs ongoing attention to be effective. </li></ul></ul>
  53. 70. Pop Quiz <ul><li>True or False </li></ul><ul><ul><li>SEM can be effective for small companies and small budgets. </li></ul></ul><ul><li>True </li></ul><ul><ul><li>Search can be an effective tool for any size organization with any budget. It always needs to be aligned with other marketing or communication objectives to be effective. Don’t ever work with a SEM consultant who isn’t talking about your bigger objectives. </li></ul></ul>
  54. 71. Thank You! <ul><li>Lisa Helminiak </li></ul><ul><li>Principal | Strategist </li></ul><ul><li>Twitter: helmin7 </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>View a copy of this presentation at </li></ul><ul><li>Twitter: Follow Azul7 – Get a free site evaluation </li></ul><ul><li>Facebook : Azul 7 </li></ul>
  55. 72. Thanks for Listening Questions?