Sem Workshop 201008 (Tin180 Com)


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Sem Workshop 201008 (Tin180 Com)

  1. 1. Search Engine Marketing 101 October 2, 2008
  2. 2. <ul><li>Internet strategy </li></ul><ul><li>Website structure </li></ul><ul><li>A/B, Multivariate Testing </li></ul><ul><li>Traditional Media </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Search Engine Marketing (SEM) </li></ul><ul><li>Web 2.0, Social Media </li></ul>Agenda
  3. 3. Your Takeaways <ul><li>Better understanding of the power and potential of the internet to grow your business </li></ul><ul><li>New internet tactics to grow your business </li></ul><ul><li>Tools to drive more website traffic covert that traffic to sales </li></ul><ul><li>Conversion </li></ul>
  4. 4. The Inernet <ul><li>The Internet has and is rapidly changing the way we communicate. </li></ul>
  5. 5. We Communicate <ul><li>Email </li></ul><ul><li>Online Newspapers </li></ul><ul><li>Digital magazines </li></ul><ul><li>E-newsletters </li></ul><ul><li>Blogs </li></ul><ul><li>Video Conferencing </li></ul><ul><li>Digital Television </li></ul><ul><li>Social & Web 2.0 </li></ul>
  6. 6. We Do Business <ul><li>The Internet is changing the way we do business. </li></ul>
  7. 7. How We Do Business… <ul><li>How we prospect </li></ul><ul><li>How we sell </li></ul><ul><li>How we deliver information </li></ul><ul><li>How we research </li></ul><ul><li>How we service customers </li></ul><ul><li>With whom we work </li></ul><ul><li>Without borders </li></ul><ul><li>Shifting work to customers </li></ul>
  8. 8. The Internet in Perspective <ul><li>“ 2/3rds of respondents to a recent survey said offline ads such as TV and direct mail drive them to search for a company online” </li></ul><ul><ul><ul><ul><li>Internet Retailer Magazine </li></ul></ul></ul></ul>
  9. 9. <ul><li>“… conversion rate of 29.6% is more than a fourth larger than No. 2, at 20.9%” </li></ul><ul><li>Neilsen Online, July 08 </li></ul>
  10. 10. <ul><li>“ Web sales account for 36% of total revenue this year, up from 31% for companies that mainly sell through catalogs.” </li></ul><ul><li>Direct Marketing News </li></ul>
  11. 11. <ul><li>Gap Inc. “ Web sales rose 11% while total sales fell by 5.44% and comparative store sales fell by 10%.” </li></ul><ul><li>Internet Retailer Magazine </li></ul>
  12. 12. <ul><li>“ With product videos on boosting conversion by 44% in a test, the retailer plans to expand the program this fall.” </li></ul><ul><li>Internet Retailer Magazine </li></ul>
  13. 13. <ul><li>“ Six-Year-Old News Story Causes United Airlines Stock to Plummet” </li></ul><ul><li>Google placed the wrong date on the news release. The stock plummeted 75% in minutes </li></ul><ul><li>Sept 7, 2008 </li></ul>
  14. 14. <ul><li>“ Google recognizes 1 trillion unique URLs and adds more than 2 billion new pages of content every day.” </li></ul><ul><li>Google Press Release </li></ul>
  15. 15. Your Internet Strategy <ul><li>Study internet leaders and innovators </li></ul><ul><li>Apply tactics to your business </li></ul><ul><li>Make it easier for customers to do business with you </li></ul><ul><li>Customer centric </li></ul><ul><li>Integrate on-line and off-line </li></ul>
  16. 16. <ul><li>The Internet is changing our lives more dramatically and faster than virtually any other technology development in the history of the world </li></ul>
  17. 17. Where are you going? <ul><li>“ Would you please tell me which way I go from here?” asks Alice to the Cheshire Cat. </li></ul><ul><li>The Cat grins and answers, “That depends on where you want to get to.” </li></ul><ul><li>“ I don’t much care where” says the lost Alice. </li></ul><ul><li>“ Then” says the Cat “it doesn’t matter which way you go.” </li></ul><ul><li>Lewis Carroll, Alice in Wonderland </li></ul>
  18. 18. Internet Strategy <ul><li>What is your business strategy? </li></ul><ul><li>How does it relate to the internet? </li></ul><ul><li>Study internet winners </li></ul><ul><li>Research your competition </li></ul><ul><li>Aim to be the best </li></ul><ul><li>Innovate </li></ul><ul><li>Integrate with off-line strategy </li></ul>
  19. 19. Internet Strategy <ul><li>Your internet strategy defines how you build and manage your website and integrate SEM into your overall MARCOM program. </li></ul>
  20. 20. Website Goals <ul><li>Brochure-ware website </li></ul><ul><li>Leads </li></ul><ul><li>Sales </li></ul><ul><li>Cut sales cycle time </li></ul><ul><li>Cut cost of sales </li></ul><ul><li>Distribute literature, manuals </li></ul><ul><li>Make it easier to buy </li></ul><ul><li>Raise money </li></ul>
  21. 21. Traffic Driving Tactics <ul><li>Traditional Media </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Viral and Gorilla marketing </li></ul>
  22. 22. Traditional Media <ul><li>Print advertising </li></ul><ul><li>Broadcast advertising </li></ul><ul><li>Direct mail </li></ul><ul><li>Yellow pages </li></ul><ul><li>Trade shows </li></ul><ul><li>There is direct correlation between traditional media advertising and website traffic. </li></ul>
  23. 23. Search Engine Optimization <ul><li>SEO is the art and science of designing web pages so search engines can find and rank them, ahead of your competition. </li></ul>
  24. 24. Search Engine Optimization <ul><li>SEO is time consuming and requires skill and experience not found in most companies, including web development companies. </li></ul>
  25. 25. Search Engine Optimization <ul><li>A well strategized and tactically implemented SEO program will pay for itself many times over. </li></ul>
  26. 26. Search Engine % of Market <ul><li>Google, Yahoo and MSN make up the lion’s share of the daily search volume. </li></ul><ul><li>Google 56.5% US share of search volume </li></ul><ul><li>Yahoo 23.3% US share of search volume </li></ul><ul><li>MSN 11.3% US share of search volume </li></ul><ul><li>AOL 4.5% US share of search volume </li></ul><ul><li>95.6% </li></ul>
  27. 27. In Google We Trust <ul><li>Google is the number one ranked trusted company in the US </li></ul><ul><li> 2008 Edelman Trust Barometer </li></ul><ul><li> Harris Interactive Reputation Quotient Survey </li></ul><ul><li>July 08 – Google recognizes 1 trillion unique urls and is adding several billion new pages per day </li></ul><ul><li>Google was incorporated on Sept 4, 1998 </li></ul>
  28. 28. SEO – On Page Factors <ul><li>Website platform </li></ul><ul><li>Website design & content </li></ul><ul><li>Meta keywords </li></ul><ul><li>Website description </li></ul><ul><li>Page titles </li></ul><ul><li>Alt tags </li></ul><ul><li>Same site hyperlinks </li></ul><ul><li>Site map </li></ul>
  29. 29. SEO – Website Platform <ul><li>Website Platform </li></ul><ul><ul><ul><li>ASP.Net, PHP, HTML SEO friendly </li></ul></ul></ul><ul><ul><ul><li>Flash, ColdFusion… not SEO friendly </li></ul></ul></ul><ul><ul><ul><li>Must be linear </li></ul></ul></ul><ul><ul><ul><li>Must be scalable </li></ul></ul></ul><ul><ul><ul><li>Content Managed System (CMS) </li></ul></ul></ul><ul><ul><ul><li>SEO-able </li></ul></ul></ul><ul><ul><ul><li>w3c standards </li></ul></ul></ul>
  30. 30. SEO - Website Design <ul><li>Targeted to audience </li></ul><ul><li>Different design rules than print media </li></ul><ul><li>Key information above-the-fold </li></ul><ul><li>Easy to navigate- user friendly </li></ul><ul><li>Fast loading </li></ul><ul><li>Minimal clicks </li></ul><ul><li>Consider using video </li></ul>
  31. 31. SEO – Website Design 2 <ul><li>Creates an overall feel without calling too much attention to itself </li></ul><ul><li>Enables visitors to easily perform tasks </li></ul><ul><li>Reinforce your brand without seeming like an ad </li></ul>
  32. 32. <ul><li>Pay attention to keywords </li></ul><ul><li>Use consistent wording </li></ul><ul><li>Use benefit text and offers </li></ul><ul><li>Use call-to-action (CTA) verbs </li></ul><ul><li>Use logical, CTA page conclusions </li></ul><ul><li>Place CTA’s where eye-path ends </li></ul>SEO - Content
  33. 33. SEO Content 2 <ul><li>Make CTA balloons jump off-the-page </li></ul><ul><li>Be tasteful </li></ul><ul><li>Use text hyperlinks </li></ul><ul><li>Keep it clean – don’t overdo hyperlinks </li></ul><ul><li>Use Ariel or other “web safe” typeface y </li></ul><ul><li>Print writing rules do not apply </li></ul><ul><li>Content is why visitors are coming to your website </li></ul>
  34. 34. Multivariate Split Testing <ul><li>Simultaneously test multiple variables for highest response. </li></ul><ul><li>The test tool automates the process by auto swapping each option and tracks results. </li></ul>
  35. 35. Multivariate Website Testing <ul><li>Can simultaneously test web page factors to boost sales, leads, opt-ins. </li></ul><ul><li>Makes use of statistical Taguchi methods to accelerate the test results. </li></ul><ul><li>Let the market decide your best web page options. No need for guesswork. </li></ul><ul><li>Click traffic can be expensive. Make the most of your website by boosting conversion. </li></ul><ul><li>Can be used to test off-line advertising before going to print. </li></ul>
  36. 36. Test Elements <ul><li>Headlines </li></ul><ul><li>Sub-headlines </li></ul><ul><li>Offers </li></ul><ul><li>Body Copy </li></ul><ul><li>Bullets </li></ul><ul><li>Guarantees </li></ul><ul><li>Lead Forms </li></ul><ul><li>Calls to Action </li></ul><ul><li>Order Pages </li></ul><ul><li>Testimonials </li></ul><ul><li>Price </li></ul><ul><li>Bonuses </li></ul><ul><li>Images </li></ul><ul><li>Graphics </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul><ul><li>Fonts </li></ul><ul><li>Colors </li></ul>
  37. 37. Statistics Identify Winners <ul><li>Track confidence intervals and conversion percentage to find best options. </li></ul>
  38. 38. Multivariate Test Case Study <ul><li>Project Goal: Perform multivariate split testing to boost the web lead conversion rate for client website landing pages. Increase the lead conversion rate from less than 3% to 6% to 10% through text and graphics changes to optimized landing pages. </li></ul>
  39. 39. Actual MV Test Results <ul><li>Click to Lead Conversion rates </li></ul><ul><li>Before After </li></ul><ul><li>City/website A 3.19% 6.53% </li></ul><ul><li>City/website B 4.06% 6.52% </li></ul><ul><li>City/website C 2.42% 5.58% </li></ul><ul><li>City/website D 3.92% 10.35% </li></ul>
  40. 40. Actual MV Test Results <ul><li>Time Period 1/1 – 8/6 8/8 – 9/28 </li></ul><ul><li>Clicks 22,179 4,992 </li></ul><ul><li>Leads 707 326 </li></ul><ul><li>Conv. Ratio 3.19% 6.53% </li></ul><ul><li>Cost/Lead $49.80 $23.77 </li></ul><ul><li>Lead costs decreased by 52.27% </li></ul>
  41. 41. SEO - Meta Keywords <ul><li>Use them in text </li></ul><ul><li>Use multiple words for the same product, e.g. pants, trousers, slacks, breeches… </li></ul><ul><li>Devote page to high traffic keywords </li></ul><ul><li>Don’t make keyword assumptions </li></ul><ul><li>Research keywords </li></ul><ul><li>Code keywords properly </li></ul>
  42. 42. Developing Keywords <ul><li>Words that describe your business, products & services </li></ul><ul><li>General vs. specific </li></ul><ul><li>Short and Long tail </li></ul><ul><li>Study competitor websites </li></ul><ul><li>Use keyword search tools </li></ul><ul><ul><li> </li></ul></ul>
  43. 43. Phrase Match Keywords <ul><li>Phrase Match keywords will trigger your ad for any query that includes your keyword or phrase in the exact sequence you specify. </li></ul><ul><li>Example: “used book” – will appear with “used book dealer” query but not “used paperback book” </li></ul>
  44. 44. Exact Match Keywords <ul><li>Exact Match is the most precise method for targeting keywords. Queries have to precisely match your keyword. </li></ul>
  45. 45. Negative Match Keywords <ul><li>Negative Match keywords prevent your listing from appearing when a search includes a keyword that you don’t want and is not relevant to your business. </li></ul>
  46. 46. Embedded Match Keywords <ul><li>Embedded Match is a sophisticated form of keyword matching that allows you to prevent your ad from appearing in relation to certain phrases or exact matches. </li></ul><ul><li>Example: When an advertiser sells merchandise related to a movie or book but not the actual book or movie. </li></ul>
  47. 47. Broad Match Keywords <ul><li>Broad Match is the default setting for your keywords. This means that your word will appear when other words are included in the query. </li></ul><ul><li>Example: used book will show up in “buy used book”, “used and rare book” etc. searches. </li></ul>
  48. 48. Keyword Matching Options <ul><li>For more information go to: </li></ul><ul><li> </li></ul><ul><li>Keyword tools </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  49. 49. Short vs. Long Tail Keywords <ul><li>Short Keyword </li></ul><ul><li>High search volume </li></ul><ul><li>Increased visibility </li></ul><ul><li>Less qualified traffic </li></ul><ul><li>Lower conversion rate </li></ul><ul><li>Potential higher cost </li></ul><ul><li>Long Tail Keyword </li></ul><ul><li>Highly qualified traffic </li></ul><ul><li>Higher conversion rate </li></ul><ul><li>Lower cost </li></ul><ul><li>Low search volume </li></ul><ul><li>Identifying right keywords </li></ul>
  50. 50. Same-Site Hyperlinking <ul><li>Google believes that when one page links to another page it is effectively casting a vote for the other page. The more votes cast the more relevant a page must be. </li></ul><ul><li>Use Hyperlinks to: visit other pages, view images, download files, run media, activate Javascripts </li></ul>
  51. 51. Hyperlink Tutorial <ul><li> </li></ul><ul><li>http – Hyper Text Transfer Protocol </li></ul><ul><li>WWW – Host name, World Wide Web </li></ul><ul><li>Ironsider – SLD Second Level Domain </li></ul><ul><li>.ca – TLD Top Level Domain </li></ul><ul><li>Descriptive text </li></ul><ul><li><ahref=“”><Creating Hyperlinks</a> </li></ul>
  52. 52. Page Titles <ul><li>Like book chapter titles </li></ul><ul><li>Help search engines better understand page content </li></ul><ul><li>Maximum recommended length is 70 characters </li></ul><ul><li>Title every page for optimal results </li></ul>
  53. 53. Font Tags & CSS <ul><li>FT’s not critical for Google </li></ul><ul><li>Good practice – other search engines </li></ul><ul><li>Use Cascading Style Sheets (CSS) to separate your website’s content from its appearance </li></ul>
  54. 54. Alt Tags <ul><li>Photo and image descriptions </li></ul><ul><li>Search engines can’t see images </li></ul><ul><li>Alt Tags assign text to an image </li></ul><ul><li>Give search engines a way to classify and validate content </li></ul>
  55. 55. Site Map <ul><li>Site Map - blueprint of your website. </li></ul><ul><li>Your developer can create it using a software program </li></ul><ul><li>Site Map is part of the Google algorithm </li></ul><ul><li> </li></ul><ul><li>l </li></ul>
  56. 56. Blogs <ul><li>Are popular now but are falling in popularity, on B2B sites </li></ul><ul><li>Costly and time consuming to keep up </li></ul><ul><li>Most have little readership or participation </li></ul><ul><li>Blogs help optimization </li></ul>
  57. 57. RSS Feed <ul><li>RSS feeds allows users to subscribe to your blog </li></ul><ul><li>Uses: weather, stock market, commodity prices, sports scores, news events, announcements </li></ul>
  58. 58. What Not To Do <ul><li>Don’t use hidden text </li></ul><ul><li>Don’t use doorway pages, cloaking and deceptive redirects </li></ul><ul><li>Don’t use automated submissions </li></ul><ul><li>Don’t use keyword stuffing </li></ul><ul><li>Don’t use content repetition </li></ul><ul><li>Don’t join link farms </li></ul><ul><li>Don’t get blacklisted </li></ul>
  59. 59. SEM – Off-Page Factors <ul><li>Inbound links </li></ul><ul><li>Pay-Per-Click </li></ul><ul><li>Google Maps </li></ul><ul><li>Affiliate partners </li></ul><ul><li>Directories </li></ul><ul><li>Article syndication </li></ul><ul><li>E-press releases </li></ul><ul><li>Banner Ads </li></ul><ul><li>Blogs </li></ul><ul><li>Social media </li></ul>
  60. 60. Google PageRank (PR) <ul><li>Google uses an extremely sophisticated and ever changing algorithm to rank websites and assign them a PageRank (PR rank) from 1 to 10. </li></ul>
  61. 61. Google PageRank (PR) <ul><li>PR 0 – 3: New websites and websites with minimal links </li></ul><ul><li>PR 4 – 5: Popular websites with a fair amount of inbound links </li></ul><ul><li>PR 6: Very popular websites with hundreds of quality links </li></ul><ul><li>PR 7 – 10: You need to be Amazon, Ebay, NY Times </li></ul>
  62. 62. Organic Search Traffic <ul><li>Over 70% of B2B buyers use a search engine at the start of their buying process </li></ul><ul><li>About 75% of B2B prospects click on organic results </li></ul><ul><li>Less than 19% of B2B buyers click on paid search ads </li></ul><ul><li>77% of B2B prospects prefer Google </li></ul><ul><ul><ul><ul><ul><li>Machine Design Magazine Study </li></ul></ul></ul></ul></ul>
  63. 63. Organic Search Placement <ul><li>Organic search clicks by SERPS page placement chart </li></ul>
  64. 64. Directories Free and Paid <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  65. 65. Inbound Links <ul><li>Search Google for search terms </li></ul><ul><li>Find your competitor websitesFind websites linking to them </li></ul><ul><li> </li></ul><ul><li>Email them and ask for a reciprocal link exchange </li></ul>
  66. 66. Inbound Links cont. <ul><li>How many links do I need? </li></ul><ul><li>You need to have more inbound links than your competitor websites to outrank them </li></ul><ul><li>For one client we added more than 30,000 links in 12 months </li></ul>
  67. 67. Pay-Per-Click (PPC) <ul><li>Sponsored Listings </li></ul><ul><li>Live Auction </li></ul><ul><li>Position determined by bid price & number of clicks </li></ul><ul><li>Set up and manage campaigns </li></ul><ul><li>Run Google Analytics </li></ul>
  68. 68. Geo-Targeting <ul><li>By mile radius </li></ul><ul><li>By city, county, state </li></ul><ul><li>By zip code </li></ul><ul><li>Demographic targeting </li></ul>
  69. 69. 3 rd Party Websites <ul><li>Text ads on 3 rd party websites </li></ul><ul><li>Google 3 rd party ad program </li></ul><ul><li>No control over where ads appear </li></ul><ul><li>Lower quality clicks / leads </li></ul>
  70. 70. E-press releases <ul><li>Use to build links </li></ul><ul><li>Must be newsworthy </li></ul><ul><li>Use digital pr service </li></ul><ul><li>Which services depends on the release market: financial, sports, manufacturing etc. </li></ul>
  71. 71. Syndicated Articles <ul><li>aka article marketing </li></ul><ul><li>Generic, non-sales articles </li></ul><ul><li>Published articles create links </li></ul><ul><li>Traffic generating </li></ul><ul><li>Helps PR Rank </li></ul>
  72. 72. Affiliate Partners <ul><li>Pay partner per click to your website </li></ul><ul><li>Pay per transaction </li></ul><ul><li>Examples: </li></ul><ul><ul><li>Amazon </li></ul></ul><ul><ul><li> </li></ul></ul>
  73. 73. Banner Ads <ul><li>On 3 rd party websites </li></ul><ul><li>Pop-up ads </li></ul><ul><li>Pay on a CPM basis </li></ul><ul><li>Use for reach only </li></ul><ul><li>Low volume leads </li></ul><ul><li>Low quality leads </li></ul>
  74. 74. Conclusion <ul><li>It takes training, experience and time to do SEM right and to harness the Power of the Internet </li></ul><ul><li>SEM is part art and part science </li></ul>
  75. 75. Conclusion <ul><li>Download the PowerPoint at </li></ul><ul><li> </li></ul><ul><li>Contact me: [email_address] </li></ul><ul><li>Phone: 952-345-7262 </li></ul>