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Fuzion Seminar Search Engine Marketing

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This presentation - originally given at the Fuzion Marketing Seminar in Windsor, CT - discusses the basic elements of a well run Internet marketing plan. Site-Seeker, Inc. - a six year old Internet marketing firm, gives some insight on successful techniques and practices for seo, ppc, social media, and website analytics.

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Fuzion Seminar Search Engine Marketing

  1. 1. Search Engine Marketing Kathy Hokunson Dan Salamone Regional Sales Manager, Marcom Coordinator, Site-Seeker, Inc. Site-Seeker, Inc.
  2. 2. What is Search Engine Marketing (SEM): PPC, SEO & Social Media?
  3. 3. Search Engine Marketing (SEM) Is a form of internet marketing seeking to promote websites by seeking to improve their visibility in search engine results pages (SERP’s). •  In 2006 North American advertisers spent 9.4 billion on SEM, a 62% increase of the prior year and a 750% increase over 2002.
  4. 4. Pay-Per-Click An Internet advertising strategy used on search engines, advertising networks, and content websites, such as blogs, where advertisers bid on keywords to achieve ad placement.
  5. 5. Search Engine Optimization (SEO) The process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results.
  6. 6. Social Media Social media is content created by people using highly accessible and scalable publishing technologies.
  7. 7. Pay-Per-Click PPC
  8. 8. Basic PPC Structure Ad Group •  Ad 1 Account Campaign •  Ad 2 •  Ad 3
  9. 9. Search Engine Optimization SEO
  10. 10. Let’s define SEO a little more . . . Search Engine Optimization or SEO is a multi – phase process. To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion. PHASE 1: Website Structure – Navigation, Organization of Code and Link Structure, xml sitemap, robots.txt, Tags: Title, Header, Keyword, Description, Alt Img Content – Keyword Research, Content Rewrite (keyword density etc) Analytics – install or verify GA, establish conversion funnels PHASE 2: Inbound Linking - Research and develop inbound links Create Authority - Create Content Pages for Social Media, Micro sites, 301 redirects for alternate domains, vertical search Ongoing – SEO Efforts are fluid and ongoing process, touching and addressing all items listed above as well. Also addressing website performance, strengths and weaknesses as indentified in GA reporting. SEO is NOT a one time service. SEO is an ongoing process that requires the provider to monitor for cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success.
  11. 11. Keyword Research – Step 1 •  What products or services do you want to be found for? •  How do your prospects and clients refer to those product or services? •  What are the key phrases that make that prospect a qualified buyer – think longer phrases that are more precise
  12. 12. Competitive Research – Step 2 •  Who are your competitors •  What keywords are they using •  What keywords are they being found for •  Where do they get their inbound links from
  13. 13. Establish baseline & benchmarks – Step 3 •  What keywords do you want to measure your position for •  What do you want to measure for effectiveness –  RFQ’s, Phone calls, Increased traffic, position •  Establish Conversion Funnels and measure what is important to you.
  14. 14. Defining & Measuring Success Metrics: Google Analytics, establish baseline for overall traffic and report against it.
  15. 15. Defining & Measuring Success Metrics: Google Analytics, monitor and measure effectiveness of important pages.
  16. 16. Defining & Measuring Success Defining & Measuring Success Metrics: Google Analytics, monitor and measure effectiveness of important keywords.
  17. 17. Top 10 Search Terms 6/05‐5/06
(before)
 6/07‐5/08
 6/08‐5/09
 Bounce
 Unique

 Bounce
 Unique

 Bounce
 Keyword
 Visits
 Rate
 Keyword
 Visits
 Rate
 Keyword
 Visits
 Rate
 spur gears 612 46.9% spur gears 1,381 36.57% spur gears 2,048 42.43% gear small gears 219 50.2% spur gear 1,019 40.92% manufacturer 1,952 42.52% gear grinding 206 31.1% helical gears 752 37.50% worm gear 1,755 70.26% spur gear 189 45% helical gear 617 44.25% bevel gears 1,392 61.93% worm gears 183 58.5% custom gear 576 93.23% bevel gear 1,129 67.23% helical gears 173 44.5% gear design 432 53.01% spur gear 1,049 41.66% gears 170 45.9% nixon gear 407 23.59% custom gears 834 59.95% nixon gear 154 33.8% gear cutting 376 53.19% worm gears 798 67.29% gear gear cutting 134 46.3% manufacturer 370 45.41% helical gear 770 47.79% metric spur gears 104 52.9% custom gears 315 52.70% gear cutter 637 70.64% “Gear Manufacturer” and “Spur Gears” are now your largest search term.
  18. 18. Social Media Why is it important to SEO?
  19. 19. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  20. 20. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  21. 21. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  22. 22. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again.
  23. 23. 13
hours
:
The
amount
of
video
uploaded
to
YouTube
every
minute
 
412.3
years:
The
amount
of
>me
it
would
take
to
watch
every
video
on
YouTube
 
100,000,000:
The
amount
YouTube
videos
watched
every
day
 
1382%:
The
monthly
growth
rate
of
twiAer
users
January
–
February
2009
 
3,000,000:
The
average
number
of
tweets
on
twiAer.com
every
day
 
5,000,000,000:
The
number
of
mins.
spent
on
facebook
every
day

  24. 24. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. Establishing Credibility with Social Media Create Accounts (Name Claim) Grow Lead Networks Discussion Become the Participate Expert in Create Discussion Content Distribute Content
  25. 25. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then insert it again. How to Distribute Your Blog Email Campaign Other (links)… Twitter Blog Posts Social Bookmarking Facebook Sites Other Blogs LinkedIn
  26. 26. We
asked
a
quesGon
. . . . We
got
an
answer
.
.
.

  27. 27. We
wanted
people
to
know
.
.
.
 And
it
worked
!
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