Introduction to Search Engine Marketing - Kayla Kurtz at IU

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Each summer, I go to give an introductory presentation to a group of IU freshmen who will be starting full time in the fall semester and have come on campus early to begin getting used to course work, scheduling, etc. The students in my session have self-selected as being interested in IT and/or web-based careers and within their summer class are building a website around a particular topic. I then go in to teach them how they might go about marketing that site via PPC and SEO and what those different SEM channels cover.

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Introduction to Search Engine Marketing - Kayla Kurtz at IU

  1. 1. Intro to Search Engine Marketing SEO/PPC Advertising 07.09.13
  2. 2. What We’ll Cover • What are SEO & PPC? • Types of careers available • What is the job like on a daily basis? • Skills we look for when hiring people
  3. 3. What is Search Engine Marketing? • SEM, for short • Combination of SEO & PPC • Harmonizes search with search engine algorithms
  4. 4. SEM cont. SEO • Search Engine Optimization – Natural search – Organic search • Market Share – Google: 66% – Yahoo: 14% – Bing: 15% PPC • Pay Per Click – Paid search – Sponsored links • Market Share – Google: 76% – Yahoo/Bing: 13%
  5. 5. Where you see SEO results:
  6. 6. Where you see PPC results:
  7. 7. What Makes SEM Important? • • • • • • “Google it!” 1 billion daily searches Search is #1 online activity (tied with email) 91% of all users use search and email 210+ million users in US Customers are here…makes sense!
  8. 8. Example: AuthorHouse • • • • • • • Since 1997 Leading self-publishing company in the world 30k+ authors 40k+ titles Publish Promote Sell
  9. 9. What We Did for Them • Brand #1 (Jan-Sept) – Overall increase in leads of 17% – Lead cost 51% under goal – Decreased cost per lead by 15% • Brand #2 (Jan-Sept) – Overall increase in leads of 27% – Decreased cost per lead by 13% – $.5M in revenue
  10. 10. Career Options • In-House versus Agency versus Independent Contractors versus Self-Employed • Managers – VP/Director of Search Marketing – Director of SEO – Director of PPC • Specialists – – – – Link Builder Web Copywriter/Content Writer Client Relations Conversion Optimization (usability)
  11. 11. A Day in the Life • • • • • • • • • Different for me and my peers In-house meetings Client meetings Working w/ Google and Yahoo Implementing recommendations Blogging Training Marketing New clients!
  12. 12. Characteristics for Hire • • • • • • • • Organized and list oriented Grace under pressure Able to create plans Love the web Smart and well-rounded Push back and discuss Disagree to get to a better place Analyze and apply, not just regurgitate
  13. 13. Questions? Kayla Kurtz Paid Search Consultant (812) 330-3134 / @one800kayla

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