Demystifying Seo - Putting the Marketer back into Search Marketing


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DM Days presentation with Gaiam's Everett Sizemore

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  • Demystifying Seo - Putting the Marketer back into Search Marketing

    1. 1. Demystifying Search Engine Optimization Placing the “Marketer” Back into Search Marketing Search Engine Marketing Everett Sizemore Stephen Riegel
    2. 2. <ul><li>What are we going to talk about… </li></ul><ul><li>Overview of SEO </li></ul><ul><li>Six ways to help you put marketer back in SEM or … What would a marketer do? (WWAMD) </li></ul><ul><li>Practical examples/tools/insights </li></ul>Demystifying Search Engine Optimization
    3. 3. <ul><li>“ Supposing is good, but finding out is better.” </li></ul><ul><li>Mark Twain </li></ul>Search Engine Optimization
    4. 4. <ul><li>Search Marketing is a Simple concept… </li></ul><ul><li>Searchers are looking for answers </li></ul><ul><li>Search engines are looking to provide the best answer </li></ul><ul><li>Marketers are looking to be the answer </li></ul>Demystifying Search Engine Optimization
    5. 5. <ul><li>25% of SEO is on site </li></ul><ul><li>Page title/meta info </li></ul><ul><li>URL/site structure </li></ul><ul><li>Content/Text </li></ul><ul><li>75% of SEO is off site </li></ul><ul><li>Links/ anchor text </li></ul><ul><li>Recommendations </li></ul><ul><li>Reputation/Authority </li></ul>Demystifying Search Engine Optimization
    6. 6. <ul><li>The Many Facets of SEO </li></ul>Demystifying Search Engine Optimization Search in practice is marketing
    7. 7. WWAMD #1: Tag it, label it, define it – all of it Demystifying Search Engine Optimization
    8. 8. Tag it, Label it, Define it – all of it <ul><li>Facts </li></ul><ul><li>80% of Searches are informational, 10% navigational </li></ul><ul><li>WWAMD = Label your info </li></ul><ul><li>On site – tag images, label links </li></ul><ul><li>fill out all meta data, use words </li></ul><ul><li>in urls </li></ul><ul><li>2. Off site – Digg it, flickr, facebook, </li></ul><ul><li>list it, tag it, promote it </li></ul>
    9. 9. WWAMD #2 Understand that customers search on their terms, not yours Demystifying Search Engine Optimization
    10. 10. <ul><li>Facts </li></ul><ul><li>61% find natural search results relevant to their search </li></ul><ul><li>35% of searches have no clicks </li></ul>Customers search on their terms, not yours <ul><li>WWAMD = Become Relevant </li></ul><ul><li>Talk to consumers/sales staff </li></ul><ul><li>Develop your Search empathy </li></ul><ul><li>Monitor Social Media </li></ul>
    11. 11. WWAMD #3 Be opportunistic—keyword targets come anytime/everywhere Demystifying Search Engine Optimization
    12. 12. <ul><li>Facts </li></ul><ul><li>Search is driven by needs/wants that change </li></ul>Be opportunistic - anytime/everywhere <ul><li>WWAMD = Be ready </li></ul><ul><li>Monitor chatter - </li></ul><ul><li>Tweets, MSN adlabs </li></ul><ul><li>Google alerts/trends </li></ul><ul><li>2. Capitalize – Take action </li></ul>
    13. 13. WWAMD #4 : Educate yourself and become an early adopter - Search Changes Demystifying Search Engine Optimization
    14. 14. <ul><li>Search changes, marketing doesn’t, be in the right place at the right moment </li></ul>Search marketing changed May 13 th , tomorrow it will too
    15. 15. WWAMD #5 : Understand that SEO is an ongoing process, not a project Demystifying Search Engine Optimization
    16. 16. <ul><li>FACTS </li></ul><ul><li>SEO intersects with every stage in the buying cycle </li></ul><ul><li>90% of marketers engage in SEO </li></ul><ul><li>36% integrate with other efforts </li></ul>SEO is a process, not a project <ul><li>WWAMD = integrate it </li></ul><ul><li>Move it to the planning process </li></ul><ul><li>Segment terms into stages in the </li></ul><ul><li>process that you can target </li></ul><ul><li>3. Repeat </li></ul>SEARCH
    17. 17. <ul><li>FACTS </li></ul><ul><li>50% of marketers cite Organic SEO as a top ROI tactic </li></ul><ul><li>Only 10% of SEM spend is on Organic SEO efforts </li></ul>Repeat…SEO is not a project <ul><li>WWAMD = kazien it </li></ul><ul><li>SEO is a process </li></ul><ul><li>not a project </li></ul><ul><li>2. Make Continuous </li></ul><ul><li>improvements </li></ul>Source: Aberdeen 2008 Best in Class SEM Practices
    18. 18. WWAMD #6 : Extend SEO mindset beyond the site— optimize your digital content Demystifying Search Engine Optimization
    19. 19. <ul><li>FACTS </li></ul><ul><li>Your brand does not exist in a vacuum </li></ul><ul><li>In SEO 1+1=3 </li></ul><ul><li>You have the power to change someone else’s rankings </li></ul>Extend your SEO mindset beyond the site Source: Oneupweb
    20. 20. <ul><li>SEO and PR Intersect </li></ul>Extend your SEO mindset beyond the site <ul><li>WWAMD = Loss Leaders </li></ul><ul><li>Get more out of your </li></ul><ul><li>link building efforts than </li></ul><ul><li>Just links. </li></ul>
    21. 21. <ul><li>SEO and Social Media Intersect </li></ul><ul><li>What do Twitter and Facebook </li></ul><ul><li>have to do with SEO? </li></ul><ul><ul><li>Link Building </li></ul></ul><ul><ul><li>Reputation Management </li></ul></ul><ul><ul><li>Keyword Research </li></ul></ul>Search Engine Optimization
    22. 22. <ul><li>SEO and Brand Management Intersect </li></ul>Search Engine Optimization <ul><li>WWAMD = Make Lemonade </li></ul><ul><li>Reactive Tactics </li></ul><ul><ul><li>Getting bad search results off </li></ul></ul><ul><ul><li>page 1 of Google. </li></ul></ul><ul><li>Proactive Tactics </li></ul><ul><ul><li>Monitor your brand image. </li></ul></ul><ul><ul><li>Catch situations before </li></ul></ul><ul><ul><li>they get indexed or go viral. </li></ul></ul>
    23. 23. <ul><li>SEO and Market Research Intersect </li></ul>Search Engine Optimization <ul><li>WWAMD = Market Research </li></ul><ul><li>What is selling well for </li></ul><ul><li>your competitors? </li></ul><ul><li>What else are your </li></ul><ul><li>customers trying to buy? </li></ul><ul><li>3. What is the next “hot thing”? </li></ul>
    24. 24. <ul><li>SEO News and Articles </li></ul><ul><li> (+ tools ) </li></ul><ul><li> (+ tools ) </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>SEO Resources SEO Tools Gooogle Adwords Keyword Selector Xenu Broken Link Checker
    25. 25. Demystifying Search Engine Marketing Everett Sizemore Stephen Riegel @balibones @faction /in/everett /in/steveriegel Please be sure to fill out your evaluation form and turn it into the room monitor or a staff member. Thank you.