BITB -- Search Marketing


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Scott Kaufmann's presentation at agencyside's "Back in the Black" account team training.

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  • BITB -- Search Marketing

    1. 1. Search Marketing Insider Info Scott Kaufmann | Lucid Agency Back in the Black: April 28 – 29, 2011
    2. 2. Nice to meet you. Although I may look __________, my wife tells me my ________ isn’t getting any ______ since entering my _____. I’ve spent the last _________ working with lots of great ____________ you may have _______ of. So, hopefully that means I’ve got at least a few _________ ___ ‘s to share with you about the world of modern __________ ____________.
    3. 3. Why does it matter? <ul><li>70-90% (stats vary) </li></ul>
    4. 4. The only thing you can depend on is change.
    5. 5. Search
    6. 10.
    7. 11. B2B Marketing in Web 3.0 (tomorrow) <ul><li>Web 3.0 (Personalized Interaction) </li></ul><ul><ul><li>dsafa </li></ul></ul><ul><li>Marketing Strategy </li></ul><ul><ul><li>asdfasd </li></ul></ul>Free Tips: We have a list of 7 effective [& free] strategies for LinkedIn marketing on our blog.
    8. 12. Don’t forget Mobile
    9. 13. Today <ul><li>But… today most people still start their search with Google , so let’s look at Google search optimization . </li></ul>Google Bing Today
    10. 14. Types of Search Paid Search (Pay Per Click) Free Search (Organic Search, Search Engine Optimization, Organic Optimization, etc) Free Search (Google Local / Maps) Paid Search (Pay Per Click)
    11. 15. Search Lingo
    12. 16. Rankings Matter
    13. 17. Click Through Rate <ul><li>CTR = Click Through Rate </li></ul><ul><ul><li>Example: 1000 Searches  50 Clicks = 5% CTR </li></ul></ul><ul><ul><li>A measure of: </li></ul></ul><ul><ul><ul><li>Position of Result </li></ul></ul></ul><ul><ul><ul><li>Interest of Searcher </li></ul></ul></ul><ul><ul><ul><li>Relevance of Results </li></ul></ul></ul><ul><ul><ul><li>Listing Description </li></ul></ul></ul><ul><ul><ul><li>CTA (Call-to-action) </li></ul></ul></ul>5%-15% <1%
    14. 18. Technical Optimization Link Building Facebook, Twitter, LinkedIn, Youtube, Blogs, Forums,etc. Image Optimization Local Directories Optimized Press Releases Content Syndication
    15. 19. Click Through Rate <ul><li>CTR = Click Through Rate </li></ul><ul><ul><li>Example: 1000 Searches  50 Clicks = 5% CTR </li></ul></ul><ul><ul><li>A measure of: </li></ul></ul><ul><ul><ul><li>Position of Result </li></ul></ul></ul><ul><ul><ul><li>Interest of Searcher </li></ul></ul></ul><ul><ul><ul><li>Relevance of Results </li></ul></ul></ul><ul><ul><ul><li>Listing Description </li></ul></ul></ul><ul><ul><ul><li>CTA (Call-to-action) </li></ul></ul></ul>5%-15% <1%
    16. 20. Conversion Rates <ul><li>Getting a high ranking position isn’t enough </li></ul><ul><li>You must also convert visitors at a high rate </li></ul><ul><li>The search result must match with the website content and call-to-action to drive high conversion rate </li></ul>Free: We have a list of top websites by conversion rate on our blog.
    17. 21. ROI
    18. 22. Strategies Change Have a Website. Be Found . Be Found. Be Usable. Be Real. Be Compelling. Be a part of my life.
    19. 23. Be a part of their life.
    20. 24. Take aways <ul><li>Search is always changing </li></ul><ul><li>Be found on top </li></ul><ul><ul><li>Google still king, but Bing, Facebook, Twitter, Video and Mobile taking more and more searches </li></ul></ul><ul><li>Be real & believable </li></ul><ul><li>Be a part of my life </li></ul><ul><li>Measure results </li></ul><ul><ul><li>Rankings </li></ul></ul><ul><ul><li>CTR </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Conversion Rate </li></ul></ul><ul><ul><li>ROI </li></ul></ul>
    21. 25. Contact Info <ul><li>Scott Kaufmann email: [email_address] </li></ul><ul><li>phone: 480.219.7257x110 </li></ul><ul><li>web: </li></ul>Lucid Agency 51 W. 3 rd St., Suite E101 Tempe, AZ 85281 I like phone calls and emails . (g ood ones at least )