Search Engine Marketing for Small Businesses


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Presented at the American Advertising Federation Cleveland BizBuzz event on May 23rd, 2011.

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  • Organic SEM is really the foundation of holistic marketing. The amount of touch points on the website and off the website give it the best chance to have lasting impact.
  • Fit all the pieces of the puzzle for success. Optimization increases the success of rankings, traffic, and conversions
  • Online marketing efforts are most effective when you have clear business goals and objectives
  • Websites need to be accessible by crawlers and humans
  • Satisfied website visitors take action
  • Link bait can help obtain top rankings
  • All strategic efforts are driven by conversions
  • Visibility and casting the net to increase the chances of obtaining business.
  • Search Engine Marketing for Small Businesses

    1. 1. Search Engine Marketing for Small Businesses <ul><li>Kurt Krejny </li></ul><ul><li>Director of SEM Best Practices </li></ul>@FathomSEO @KurtKrejny <ul><li>Keywords and the Searcher </li></ul><ul><li>Holistic Search Engine Marketing </li></ul><ul><li>Components of Organic SEM </li></ul><ul><li>How Does Search Impact Me? </li></ul><ul><li>Where Do I Begin? </li></ul>
    2. 2. <ul><li>Keywords are the foundation to search engine marketing </li></ul><ul><li>Proper theming is critical </li></ul><ul><li>Types of keywords: </li></ul><ul><ul><li>Branded </li></ul></ul><ul><ul><li>Non-branded </li></ul></ul><ul><ul><li>Strategic </li></ul></ul><ul><ul><li>Tactical </li></ul></ul><ul><ul><li>Long tails </li></ul></ul><ul><ul><li>Modifiers </li></ul></ul><ul><ul><li>Buying stages </li></ul></ul>Keywords and the Searcher
    3. 3. <ul><li>The Scent of Information </li></ul><ul><li>A web page consists of graphical and text elements that aid navigation (where can I go?), orientation (where am I?) and deliver valuable content (should I click on this link?). </li></ul><ul><li>These words and images are the scent of information </li></ul><ul><li>Understand how and why people are searching </li></ul><ul><li>Learn searcher experience , goals and behaviors </li></ul><ul><li>Develop unique, authoritative and timely content </li></ul><ul><li>Utilize relevant keywords in search listings (Title Tags and Meta Descriptions) </li></ul><ul><li>Improve qualified traffic for higher conversions, sales, and repeat customers </li></ul>Keywords and the Searcher
    4. 4. Keywords and the Searcher
    5. 5. Keywords and the Searcher
    6. 6. Keywords and the Searcher <ul><li>Navigational Searches (Where Can I Go?) </li></ul><ul><li>The searcher’s goal is to go directly to a website homepage or specific page </li></ul><ul><li>Highly actionable visitor </li></ul><ul><li>Approximately 10-26% of web search queries </li></ul><ul><li>Indicators: brand name, domain suffixes (.com, .org), part of URL </li></ul>
    7. 7. Keywords and the Searcher <ul><li>Informational Searches (What Can I Learn?) </li></ul><ul><li>The searcher’s goal is to obtain information about a general or specific topic </li></ul><ul><li>Approximately 48-80% of web search queries </li></ul><ul><li>Indicators: longer keyword phrases, question-based keywords, plural form for lists </li></ul>
    8. 8. Keywords and the Searcher <ul><li>Transactional Searches (What Can I Do?) </li></ul><ul><li>The searcher’s goal is to perform an activity beyond just reading </li></ul><ul><li>Critical point in the buying process </li></ul><ul><li>Approximately 10-24% of web search queries </li></ul><ul><li>Indicators: buy, find, download, join, register, apply, contact </li></ul>
    9. 9. Holistic Search Marketing
    10. 10. Components of Organic Search Engine Marketing <ul><li>Management </li></ul><ul><li>Technical </li></ul><ul><li>On-site </li></ul><ul><li>Off-site </li></ul><ul><li>Conversions </li></ul>
    11. 11. Organic SEM Components On-Site Off-Site Technical Management GET CONVERT MEASURE Local Social Ecommerce Conversions Usability Mobile
    12. 12. <ul><li>5 Strategic Impact Items: </li></ul><ul><li>Business Understanding </li></ul><ul><li>Set Proper Expectations </li></ul><ul><li>ROI Calculations </li></ul><ul><li>Detailed Analysis </li></ul><ul><li>Game Planning </li></ul>Management
    13. 13. <ul><li>5 Strategic Impact Items: </li></ul><ul><li>No Roadblocks </li></ul><ul><li>Accurate Tracking </li></ul><ul><li>Clean Code </li></ul><ul><li>Functional Front-end </li></ul><ul><li>Troubleshooting </li></ul>Technical
    14. 14. On-site <ul><li>5 Strategic Impact Items: </li></ul><ul><li>Solid Theming </li></ul><ul><li>Keyword-focused Content </li></ul><ul><li>Solve Problems </li></ul><ul><li>User Experience </li></ul><ul><li>Calls to Action </li></ul>
    15. 15. <ul><li>5 Strategic Impact Items: </li></ul><ul><li>Keyword Focus </li></ul><ul><li>Quality Over Quantity </li></ul><ul><li>Relevancy </li></ul><ul><li>Diversity </li></ul><ul><li>Timeliness </li></ul>Off-site
    16. 16. Conversions <ul><li>5 Strategic Impact Items: </li></ul><ul><li>Establish Credibility </li></ul><ul><li>Build Trust </li></ul><ul><li>Power of Persuasion </li></ul><ul><li>Timely Follow-up </li></ul><ul><li>Always Be Testing </li></ul>
    17. 17. <ul><li>PPC </li></ul><ul><ul><li>Higher conversion rates when both paid & organic listings are present simultaneously </li></ul></ul><ul><ul><li>Segment keywords for different initiatives </li></ul></ul><ul><ul><li>Share top converting keyword data </li></ul></ul><ul><ul><li>Integrate shopping feeds </li></ul></ul><ul><ul><li>Local extensions and Google Places </li></ul></ul><ul><ul><li>Combat negative PR </li></ul></ul><ul><li>Email </li></ul><ul><ul><li>Email follow up for keyword tracked leads </li></ul></ul><ul><ul><li>Promote social profiles / customer reviews / new content </li></ul></ul><ul><li>Video </li></ul><ul><ul><li>Videos rank in blended search </li></ul></ul><ul><ul><li>Supports content and conversions </li></ul></ul><ul><ul><li>Off-site promotion (video sharing and social media sites) </li></ul></ul>How SEO Works With Other Online Marketing
    18. 18. <ul><li>People are searching for you and need your help </li></ul><ul><li>New marketing channel to obtain new business </li></ul><ul><li>Help your existing clients be found </li></ul><ul><li>Enhance your online reputation </li></ul><ul><li>Enhance your existing products and services with timely feedback </li></ul><ul><li>Optimize everything </li></ul>How Does Search Impact Me?
    19. 19. <ul><li>Take it on myself or hire a specialist </li></ul><ul><li>Free resources and training </li></ul><ul><li>Set goals, determine KPIs </li></ul><ul><li>Invest in a clean-coded website </li></ul><ul><li>Determine themes and keyword strategy </li></ul><ul><li>Create content to solve problems </li></ul><ul><li>Obtain links from local search profiles, partnerships, and social media </li></ul><ul><li>Measure the results / assess time or monetary investment </li></ul><ul><li>Goal based game plan </li></ul>Where Do I Begin?
    20. 20. Questions? Kurt Krejny Director of SEM Best Practices @FathomSEO @KurtKrejny