Search Marketing

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Explains Organic and Paid Search, Search Engine Optimization, and their impact.

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Search Marketing

  1. 1. Search Marketing Chris Middings Founder & President, NPG @NPGVT @cmiddings
  2. 2. About NPGn NPG specializes in creating and administering Google Grants accounts for nonprofitsn NPG creates customized search engine and social media marketing solutions to amplify nonprofits missions, visions, and goals 2
  3. 3. Advertising was...a marketer with aMEGAPHONE“shouting at strangers”whenever, wherever,and however theywanted. Photo: Neil Mallett   “Shouting at strangers” quote: Seth Godin 3
  4. 4. Advertising is...a consumer with alaser pointerpicking and choosingwho, what, wherewhen, and how theywant to receive amarketing message.(In many cases, themessage does not“exist” until theconsumer looks for it.) Photo: Ian Truelove   4
  5. 5. Why Is Search Important?n Searchers are looking for somethingn Make sure they can find you 5
  6. 6. Why Is Search Important?n When you are looking for information on a brand, product, or company, what tools do you use? Image: Invoke Solutions 6
  7. 7. Two Types of Search Resultsn Organic (or Natural)n Paid (or Sponsored) 7
  8. 8. Organic SearchOrganic Search 8
  9. 9. Paid SearchPaid Search 9
  10. 10. Search Image: Bruce Clay
  11. 11. Search Image: Bruce Clay
  12. 12. Organic Search 12
  13. 13. Organic Search 13
  14. 14. Organic Search Facebook - 41.1 billion minutes Google - 39.8 billion minutes 14 Yahoo - 37.7 billion minutes
  15. 15. Organic Searchn Search Engines n Read Text n Follow Links 15
  16. 16. Organic Searchn Search Engines n Read Text n Follow Links 16
  17. 17. Search Engine Optimization n Use Keywords n Title tag 1-2X (or as a variation) n Meta description 1-3X n URL 1X n Body copy at least 3X n Image alt tags at least 1X Image: seomoz.org 17
  18. 18. Search Engine Optimization
  19. 19. Sources of Keywordsn Google Keyword Tool 19
  20. 20. Google Keyword Tool Results 20
  21. 21. Sources of Keywordsn Google Keyword Tooln Website Analytics 21
  22. 22. Website Analytics Results 22
  23. 23. Sources of Keywordsn Google Keyword Tooln Website Analyticsn Internal Site Search 23
  24. 24. Internal Site Search 24
  25. 25. Internal Site Search New product opportunity 25
  26. 26. Organic Searchn Search Engines n Read Text n Follow Links 26
  27. 27. Search Engine Optimizationn Links Image: seomoz.org 27
  28. 28. Search Engine Optimizationn Links n Anchor text n Chocolate truffles vs Click here 28
  29. 29. Search Engine Optimizationn Anchor text Image: seomoz.org 29
  30. 30. Search Engine Optimizationn Links n Anchor text n Chocolate truffles vs Click here n 404 Errors 30
  31. 31. Search Engine Optimizationn 404 Errors n Google Webmaster Tools 31
  32. 32. Search Engine Optimizationn Google Webmaster Tools
  33. 33. Search Engine Optimizationn Google Webmaster Tools 33
  34. 34. Search Engine Optimizationn Links n Anchor text n Chocolate truffles vs Click here n 404 Errors n Site Maps 34
  35. 35. Search Engine Optimizationn Sitemaps 35
  36. 36. Search Engine Optimizationn Links n Anchor text n Chocolate truffles vs Click here n 404 Errors n Site Maps n Internal site links 36
  37. 37. Search Engine Optimization 37
  38. 38. Search Engine Optimizationn Links n Anchor text n Chocolate truffles vs Click here n 404 Errors n Site Maps n Internal site links n Press Releases 38
  39. 39. Search Engine Optimization 39
  40. 40. Search Engine Optimizationn Authority Image: seomoz.org 40
  41. 41. Search Engine Optimizationn Authority n Quality not quantity n Speed counts n PageRank 41
  42. 42. Search Engine Optimization Image: seomoz.org 42
  43. 43. Search Engine Optimization 43
  44. 44. Search Engine Optimization Image: seomoz.org 44
  45. 45. Search Engine Optimizationn Google crawls pages in order of PageRank n The faster youre likely to be found n The deeper theyll crawl your site n The more often theyll visit your pages to see if theyve been refreshed Source: Matt Cutts 45
  46. 46. Search Engine Optimizationn PageRank is: n The number of people who link to you and how important those links aren You want to be relevant and reputable n Relevant - what is said on the page n Reputable - what other pages say about you Source: Matt Cutts 46
  47. 47. Search Engine Optimizationn To be reputable n Provide a useful service n Do original research or reporting n Give great information n Find a creative niche n Make lists n Create controversy n Get social Source: Matt Cutts 47
  48. 48. Search Engine Optimizationn Blog 48
  49. 49. Search Engine Optimizationn Blog 49
  50. 50. Search Engine Optimizationn Blog 50
  51. 51. Search Engine Optimizationn Blog 51
  52. 52. Paid Search 52
  53. 53. 53
  54. 54. Paid Searchn Googlen Yahoo!n Bing Image: The Rimm-Kaufman Group 54
  55. 55. Paid Searchn CPMn CPCn CPA
  56. 56. Paid Search Image: Timberline Interactive 56
  57. 57. Paid Search Image: Timberline Interactive 57
  58. 58. Paid Search Focus SEO Here Image: Timberline Interactive 58
  59. 59. Paid Search Focus PPC HereImage: Timberline Interactive 59
  60. 60. Paid Search Image: Google 60
  61. 61. Paid Searchn Types of keyword matches Image: Google
  62. 62. Paid Searchn Negative keywords
  63. 63. Paid Searchn Display Network n The Google AdWords Display Network reaches 70%+ of worldwide Internet users n Text & Image Ads
  64. 64. Paid Searchn Display Network Image: Google
  65. 65. Paid Search
  66. 66. Paid Search
  67. 67. Paid Search
  68. 68. Paid Search
  69. 69. Paid Search Impact on Organic Search Lift in Searchers • Searchers on brand term increased by 155% as a result of ads – 10,400 people searched as a result of the ad Image: GoogleExample Searches Seventh Generation
  70. 70. Paid Search Impact on Branding
  71. 71. Paid Search Impact on Retail Sales
  72. 72. Paid Search Impact on Retail Sales“Lundgren said that every dollar spent online at Macys.com influences $5.77 spent in stores within 10 days after an online purchase.”1
  73. 73. Search Marketing Chris Middings Founder & President, NPG @NPGVT @cmiddings

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