Introduction to Search Marketing


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An introduction to search marketing from BANNER, covering SEO, PPC and the relationship between them.

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Introduction to Search Marketing

  1. 1. Introduction to Search MarketingDavid Spivac, April 2012
  2. 2. SEM•  Search Engine Marketing, (SEM), is a form of Internet Marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). Source: Wikipedia•  First core principle: •  The more SEO compliant a website is … •  The more efficient and cost effective the PPC campaigns are. SEO SEM PPC © Banner Corporation plc, 2012
  3. 3. © Banner Corporation plc, 2012 Source :
  4. 4. Search Engine Results PPC •  Sponsored results •  Bid for positionPPC •  Pay every time a user clicks on your advertStandardorganicresults Standard organic resultsShopping •  Increase your chances ofresults being listed using SEO techniques Shopping resultsMediaresults •  Another opportunity if you offer productsStandardorganic Media resultsresults •  Achieve listings using image and video optimisation © Banner Corporation plc, 2012
  5. 5. SEO versus PPC •  You can affect standard organic, media and shopping results SEO •  Takes time for results of the work to take effect •  Gradual process of improvement •  Requires ongoing work •  Residual benefit will be seen even when your budget has stopped. PPC •  After setup, results are almost instantaneous •  Requires management to ensure budget is not wasted •  Once budget has stopped, results also stop © Banner Corporation plc, 2012
  6. 6. Inter Connectivity PPC & SEO Website Structure PPC Account Campaign Landing page © Banner Corporation plc, 2012 Each campaign matches its specific landing page equivalent
  7. 7. SEO: Breakdown SEO On-Site Off-Site Code Content Connections Severe problems With a limited With poor may mean search amount of With poorly quality links, the Poor anchor targeted Without links to text reduces theengine spiders can’t content, there is your pages, the site may be content, you effectiveness ofindex, interpret and a limited range search engines subject to may rank for links in terms of list the content in of terms your will not find the search engine ineffective keyword the search engine site can rank content. results terms. rankings. results pages. for. penalties. © Banner Corporation plc, 2012
  8. 8. SEO: Process Technical Analysis Monitor Keyword Results Research Develop On-site relationships Optimisation Develop Content © Banner Corporation plc, 2012
  9. 9. SEO: Example tasks Technical Keyword On-site Develop Develop Monitor Analysis Research Optimisation Content relationships Results Internal links Review Site speed Determine target conversion rate Brainstorm Optimise existing sites keyword topics content for terms Body copy CSS/JavaScript Review Review search Local listings conversion rate volume, Determine new for landing pages Metadata competition and content required Use of Flash relevance Social media Review rankings v Link anchor text profiles traffic volume Broken links Define keyword Image Schedule regular sets optimisation updates Monitor external Guest blogs mentions Url Canonicalization Headings Map to site Respond to structure commentary Respond to Review keyword Duplicate content Emphasised text external mentions targets © Banner Corporation plc, 2012
  10. 10. SEO: It’s not a ‘one off’ effort Reasons : Low barrier to Search engine User behaviour New trends & entry - algorithms keep changes – The developments in competitors changing to give way we search the media, yourstrive to improve the user the has developed industry and their rankings most relevant over time your product results range © Banner Corporation plc, 2012
  11. 11. PPC: Process Competitor research Monitor Keyword Results Research Develop Conversion campaign tracking structure Landing page Create adverts development to test © Banner Corporation plc, 2012
  12. 12. PPC: Structure Account Account   Campaign   Industry  terms   Geographically   Targeted     Product  range   Compe:tors   Ad  Group   Industry  term   1   Loca:on  1   Loca:on  2   Product  1   Compe:tor  1   © Banner Corporation plc, 2012
  13. 13. PPC : Make the most of it •  Add store locations – increases relevance Local to local users & adds prominence Google •  Checkout button can increase click through rate Checkout •  Direct links to products Shopping •  Additional product boxes add prominence •  Alternative entry points Site links •  More prominence © Banner Corporation plc, 2012
  14. 14. Building Trust Through SEM & Social © Banner Corporation plc, 2012 Source :
  15. 15. Social Media Activities © Banner Corporation plc, 2012
  16. 16. Thank You © Banner Corporation plc, 2012 Source :