Yarn Market News - Search Marketing Presentation

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Yarn Market News - Search Marketing Presentation

  1. 1. Optimize Your Website for Big Results The 10 things you need to know about Search Marketing
  2. 2. Bio <ul><li>Currently: Slack Barshinger </li></ul><ul><li>Clients: Fellowes, Office Depot, eBay, Aon, FedEx, Tellabs, Diebold, Google </li></ul><ul><li>Other Interests: emerging technologies, meatloaf, biking, Detroit sports, sustainability </li></ul>
  3. 3. Agenda <ul><li>Search 101 – Consumers and Search </li></ul><ul><li>5 organic search tips </li></ul><ul><li>5 paid search tips </li></ul><ul><li>Questions / Comments </li></ul>
  4. 4. What tools do consumers use?
  5. 5. How America Searches: Online Retail
  6. 6. Search Market Share <ul><li>Data compiled from comScore Report, Dec. 2008 </li></ul>
  7. 7. Organic and Paid Defined Paid Search Organic Search
  8. 8. Organic Tips: Keyword Research Google Keywords: http://www.google.com/keywords Google Trends: http://www.google.com/trends Wordtracker: http://freekeywords.wordtracker.com/ Facebook Lexicon: http://www.facebook.com/lexicon Twitter Search: http://search.twitter.com Plurk Search: http://www.plurk.com/search AdGooroo: http:// www.adgooroo.com
  9. 9. Organic Tips: Unique Page Titles <ul><li>Page titles are one of the most important attributes of organic search. </li></ul>
  10. 10. Organic Tips: Good URL Choices <ul><li>Which is better? </li></ul><ul><li>www.cindysstore.com </li></ul><ul><li>www.cindysyarnstore.com </li></ul><ul><li>www.chicagoyarnstore.com </li></ul><ul><li>www.cindyschicagoyarnstore.com </li></ul><ul><li>www.amazon.com </li></ul>
  11. 11. Organic Tips: Less Images, More Text
  12. 12. Organic Tips: Links, Links, Links <ul><li>Organic search is like an election </li></ul><ul><ul><li>The most votes [links] wins </li></ul></ul><ul><li>Get links from: </li></ul><ul><ul><li>Vendors, Partners, Business contacts, Friends </li></ul></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><ul><li>Product review sites </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Online Communities </li></ul></ul></ul>
  13. 13. Paid Tips: Keyword Research <ul><li>Look for longer tail keywords </li></ul><ul><li>This indicates a person is closer to transaction </li></ul><ul><li>You can use the same tools as organic </li></ul>
  14. 14. Paid Tips: Targeting is Key
  15. 15. Paid Tips: Competitive Analysis
  16. 16. Paid Tips: Test, Test, Test
  17. 17. Paid Tips: Measurement in Mind
  18. 18. Questions / Comments <ul><li>Thanks so much  </li></ul><ul><li>Contact me anytime: </li></ul><ul><li>[email_address] </li></ul><ul><li>http:// twitter.com/jeffwoelker </li></ul>

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