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Search Marketing Nuts and Bolts
 
 
Organic
 
$ $ FREE(ish)!
 
 
A Little Vocabulary…
Pay-Per-Click <ul><li>System where an advertiser pays an agreed amount for each click someone makes on a link leading to t...
Search Engine Optimization <ul><li>The marketing technique of preparing a web site to enhance its chances of being ranked ...
Keyword <ul><li>The word or words that relate to a particular topic. Keywords or phrases are used to construct a search st...
Examples of Keywords <ul><li>H ealth insurance quotes </li></ul><ul><li>Health insurance </li></ul><ul><li>Insurance </li>...
URL <ul><li>An acronym for &quot;Uniform Resource Locator,&quot; this is the address of a resource on the Internet.  </li>...
 
HTML <ul><li>Hyper Text Mark-Up Language (HTML), a subset of Standard Generalized Mark-Up Language (SGML) for electronic p...
 
 
 
Link or Hyperlink <ul><li>The text you find on a Web site which can be &quot;clicked on&quot; with a mouse, which in turn ...
SERP – Search Engine Results Page
Paid Search
 
What Makes PPC So Cool?
Bus Bench Marketing
$1250/mo +
 
 
Cumbersome?
Yellow Pages are Expensive (in more ways than one)
 
Active Searchers
You Only Pay for  ACTION!
Ultimate  Online Marketing Tool <ul><li>Search [marketing] is the ultimate online marketing tool because the behavior of s...
Presell
Collect the Lead
 
Where to do PPC
 
Downside to the Big Two <ul><li>Cost </li></ul><ul><li>Competition </li></ul>
Beware of the Clones…
It’s All About  ROE <ul><li>R eturn </li></ul><ul><li>O n </li></ul><ul><li>E ffort </li></ul>
 
Two Requirements for AdWords <ul><li>Website  (a good one) </li></ul><ul><li>Credit Card  ( w/ benefits) </li></ul>
Opening Your First AdWords Account… <ul><li>Takes only a few minutes </li></ul><ul><li>Choose your settings: </li></ul><ul...
Keyword Examples <ul><li>Denver Health Insurance </li></ul><ul><li>Health Insurance Denver </li></ul><ul><li>Buy Denver He...
What are Your Keywords?
Write Ads <ul><li>Text Based Ads </li></ul><ul><ul><li>25 Character Title </li></ul></ul><ul><ul><li>35 Character 1 st  Li...
Ad Writing Tips <ul><li>Read the Audience’s Hot Buttons </li></ul><ul><ul><li>Price? </li></ul></ul><ul><ul><li>Quality? <...
Ad Writing Tips <ul><li>Study the Competition </li></ul><ul><li>Test, test, test </li></ul>
Time to Place a Bid
1 “Health Insurance” Click  =  $5 - $7
1 “Auto Insurance” Click  =  $6 - $10
1 “Mesothelioma” Click  =  $100
WOWIE!
 
It’s Showtime!
 
<ul><li>QUALITY SCORE </li></ul>
Google Rewards the Most Profitable Ads
It’s Expensive to be Google
Ad Ranking Factors <ul><li>Your Cost-Per-Click “Bid” </li></ul><ul><li>Click-Through-Rate (CTR) </li></ul><ul><li>Landing ...
Bottom Line <ul><li>Make sure your ads are effective and your keywords match the content on your website. </li></ul>
Don’t Forget! <ul><li>If you aren’t collecting lead information on your website, you are leaving business on the table.  (...
ALSO! <ul><li>Make sure your site doesn’t suck. </li></ul>
Your Site Should… <ul><li>Build Trust </li></ul><ul><li>Inform </li></ul><ul><li>Add Value </li></ul><ul><li>Persuade </li...
PPC in a Nutshell
Didn’t he say something about  FREE  traffic?
Search Engine Optimization
Organic
Organic How Do Sites Get There?
Misconceptions <ul><li>Ranked by traffic to a site </li></ul>
Misconceptions <ul><li>People Create the Rankings </li></ul>
In Reality: It’s  All About the Algorithm
 
 
 
 
SEO is Like Teaching a Computer
On-Page and Off-Page Factors
On-Page Factors <ul><li>Title Tag </li></ul>
What’s Your Title Tag? <ul><li>Your company’s  name </li></ul><ul><li>Focus on  keywords  (don’t overdo it) </li></ul><ul>...
On-Page Factors <ul><li>Content   </li></ul><ul><li>(words on your web page) </li></ul>
Help the Bot  Understand
Content Tips <ul><li>Use your keywords naturally throughout the text </li></ul><ul><li>Aim for at least 250 to 300 words o...
On-Page Factors <ul><li>Internal Linking   </li></ul><ul><li>(for the spiders) </li></ul>
Pyramids are Good
<ul><li>Have a hierarchy of pages </li></ul><ul><li>Never forget the  Site Map </li></ul><ul><li>Standard navigation is go...
Off-Page Optimization (a.k.a the “Hard Stuff”)
It’s All About the Links
Look Ma! It’s the Intarweb!
Linking Tips: <ul><li>Find  on-topic  links  (quality over quantity) </li></ul><ul><li>Get your keywords in the  anchor te...
Where do Links Come From?
Get Links From: <ul><li>Friends, family, business associates, etc. </li></ul><ul><li>Unsolicited Email Requests </li></ul>...
Final SEO Tips <ul><li>Register your domain for a long time </li></ul><ul><li>Make sure your code is clean </li></ul><ul><...
 
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Search Engine Marketing: How Insurance Agents Can Take Advantage

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Part two of the presentation for 2007 HIGH TECC, from James Omdahl & Megan Mahan of InsureMe

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Search Engine Marketing: How Insurance Agents Can Take Advantage

  1. 1. Search Marketing Nuts and Bolts
  2. 4. Organic
  3. 6. $ $ FREE(ish)!
  4. 9. A Little Vocabulary…
  5. 10. Pay-Per-Click <ul><li>System where an advertiser pays an agreed amount for each click someone makes on a link leading to their website. Also known as Cost-per-Click, the results are dependent on reserved keywords for which the website is shown when they are entered into a query. </li></ul><ul><li>- http://www.anduro.com/glossary.html </li></ul>
  6. 11. Search Engine Optimization <ul><li>The marketing technique of preparing a web site to enhance its chances of being ranked in the top results of a search engine once a relevant search is undertaken. </li></ul><ul><li>- www.clixmarketing.com/definitions.htm </li></ul>
  7. 12. Keyword <ul><li>The word or words that relate to a particular topic. Keywords or phrases are used to construct a search statement to find information. </li></ul><ul><li>- www.utas.edu.au/library/etutor/main/webzglos.htm </li></ul>
  8. 13. Examples of Keywords <ul><li>H ealth insurance quotes </li></ul><ul><li>Health insurance </li></ul><ul><li>Insurance </li></ul><ul><li>Denver health insurance </li></ul><ul><li>Can you help me find health insurance for my 90 year-old-mother who lives in a cabin outside of Bozeman? </li></ul>
  9. 14. URL <ul><li>An acronym for &quot;Uniform Resource Locator,&quot; this is the address of a resource on the Internet. </li></ul><ul><li>- www.valpo.edu/library/jargon.html </li></ul>- www.valpo.edu/library/jargon.html
  10. 16. HTML <ul><li>Hyper Text Mark-Up Language (HTML), a subset of Standard Generalized Mark-Up Language (SGML) for electronic publishing, the specific standard used for the World Wide Web. </li></ul><ul><li>- www.orafaq.com/glossary/faqglosh.htm </li></ul>
  11. 20. Link or Hyperlink <ul><li>The text you find on a Web site which can be &quot;clicked on&quot; with a mouse, which in turn will take you to another Web page or a different area of the same Web page. </li></ul><ul><li>- www.7designavenue.com/glossary.htm </li></ul>
  12. 21. SERP – Search Engine Results Page
  13. 22. Paid Search
  14. 24. What Makes PPC So Cool?
  15. 25. Bus Bench Marketing
  16. 26. $1250/mo +
  17. 29. Cumbersome?
  18. 30. Yellow Pages are Expensive (in more ways than one)
  19. 32. Active Searchers
  20. 33. You Only Pay for ACTION!
  21. 34. Ultimate Online Marketing Tool <ul><li>Search [marketing] is the ultimate online marketing tool because the behavior of search is more of an indicator of purchase intent than any other online activity. </li></ul><ul><li>- Fredrick Marckini, CEO iProspect </li></ul>
  22. 35. Presell
  23. 36. Collect the Lead
  24. 38. Where to do PPC
  25. 40. Downside to the Big Two <ul><li>Cost </li></ul><ul><li>Competition </li></ul>
  26. 41. Beware of the Clones…
  27. 42. It’s All About ROE <ul><li>R eturn </li></ul><ul><li>O n </li></ul><ul><li>E ffort </li></ul>
  28. 44. Two Requirements for AdWords <ul><li>Website (a good one) </li></ul><ul><li>Credit Card ( w/ benefits) </li></ul>
  29. 45. Opening Your First AdWords Account… <ul><li>Takes only a few minutes </li></ul><ul><li>Choose your settings: </li></ul><ul><ul><li>Select your market (Geo-Targeting) </li></ul></ul><ul><ul><li>Set a budget (daily) </li></ul></ul><ul><li>Enter some Keywords </li></ul><ul><ul><li>Time to get creative (verbs, locations, misspellings, word ordering) </li></ul></ul><ul><ul><li>Don’t be shy, but keep them in order </li></ul></ul>
  30. 46. Keyword Examples <ul><li>Denver Health Insurance </li></ul><ul><li>Health Insurance Denver </li></ul><ul><li>Buy Denver Health Insurance </li></ul><ul><li>Denver Health Insurance Quote </li></ul><ul><li>Denver Health Insurance Quotes </li></ul><ul><li>Denver Colorado Health Insurance </li></ul><ul><li>Health Insurance Quotes Denver </li></ul><ul><li>Cheap Denver Health Insurance </li></ul><ul><li>Denver Medical Insurance </li></ul><ul><li>Denver Haelth Insurance </li></ul>
  31. 47. What are Your Keywords?
  32. 48. Write Ads <ul><li>Text Based Ads </li></ul><ul><ul><li>25 Character Title </li></ul></ul><ul><ul><li>35 Character 1 st Line </li></ul></ul><ul><ul><li>35 Character 2 nd Line </li></ul></ul><ul><ul><li>35 Character URL </li></ul></ul>
  33. 49. Ad Writing Tips <ul><li>Read the Audience’s Hot Buttons </li></ul><ul><ul><li>Price? </li></ul></ul><ul><ul><li>Quality? </li></ul></ul><ul><ul><li>Service? </li></ul></ul><ul><ul><li>Trust? </li></ul></ul><ul><ul><li>Brand? </li></ul></ul><ul><ul><ul><ul><ul><li>from Andrew Goodman </li></ul></ul></ul></ul></ul>
  34. 50. Ad Writing Tips <ul><li>Study the Competition </li></ul><ul><li>Test, test, test </li></ul>
  35. 51. Time to Place a Bid
  36. 52. 1 “Health Insurance” Click = $5 - $7
  37. 53. 1 “Auto Insurance” Click = $6 - $10
  38. 54. 1 “Mesothelioma” Click = $100
  39. 55. WOWIE!
  40. 57. It’s Showtime!
  41. 59. <ul><li>QUALITY SCORE </li></ul>
  42. 60. Google Rewards the Most Profitable Ads
  43. 61. It’s Expensive to be Google
  44. 62. Ad Ranking Factors <ul><li>Your Cost-Per-Click “Bid” </li></ul><ul><li>Click-Through-Rate (CTR) </li></ul><ul><li>Landing Page Relevance </li></ul>
  45. 63. Bottom Line <ul><li>Make sure your ads are effective and your keywords match the content on your website. </li></ul>
  46. 64. Don’t Forget! <ul><li>If you aren’t collecting lead information on your website, you are leaving business on the table. (InsureMe can help with this part) </li></ul>
  47. 65. ALSO! <ul><li>Make sure your site doesn’t suck. </li></ul>
  48. 66. Your Site Should… <ul><li>Build Trust </li></ul><ul><li>Inform </li></ul><ul><li>Add Value </li></ul><ul><li>Persuade </li></ul>
  49. 67. PPC in a Nutshell
  50. 68. Didn’t he say something about FREE traffic?
  51. 69. Search Engine Optimization
  52. 70. Organic
  53. 71. Organic How Do Sites Get There?
  54. 72. Misconceptions <ul><li>Ranked by traffic to a site </li></ul>
  55. 73. Misconceptions <ul><li>People Create the Rankings </li></ul>
  56. 74. In Reality: It’s All About the Algorithm
  57. 79. SEO is Like Teaching a Computer
  58. 80. On-Page and Off-Page Factors
  59. 81. On-Page Factors <ul><li>Title Tag </li></ul>
  60. 82. What’s Your Title Tag? <ul><li>Your company’s name </li></ul><ul><li>Focus on keywords (don’t overdo it) </li></ul><ul><li>Make it stand out (don’t copy) </li></ul><ul><li>Make it intriguing </li></ul><ul><li>Make each page unique </li></ul>
  61. 83. On-Page Factors <ul><li>Content </li></ul><ul><li>(words on your web page) </li></ul>
  62. 84. Help the Bot Understand
  63. 85. Content Tips <ul><li>Use your keywords naturally throughout the text </li></ul><ul><li>Aim for at least 250 to 300 words on each page </li></ul><ul><li>Remember that people are going to read this stuff! </li></ul>
  64. 86. On-Page Factors <ul><li>Internal Linking </li></ul><ul><li>(for the spiders) </li></ul>
  65. 87. Pyramids are Good
  66. 88. <ul><li>Have a hierarchy of pages </li></ul><ul><li>Never forget the Site Map </li></ul><ul><li>Standard navigation is good (about us, contact us, privacy policy, etc.) </li></ul>Internal Linking Tips
  67. 89. Off-Page Optimization (a.k.a the “Hard Stuff”)
  68. 90. It’s All About the Links
  69. 91. Look Ma! It’s the Intarweb!
  70. 92. Linking Tips: <ul><li>Find on-topic links (quality over quantity) </li></ul><ul><li>Get your keywords in the anchor text (the blue underlined stuff) </li></ul><ul><li>One-way links better than reciprocal (but it’s better to have something than nothing) </li></ul>
  71. 93. Where do Links Come From?
  72. 94. Get Links From: <ul><li>Friends, family, business associates, etc. </li></ul><ul><li>Unsolicited Email Requests </li></ul><ul><li>Buy Them (Risky) </li></ul><ul><li>Create something link worthy! (Link Bait) </li></ul>
  73. 95. Final SEO Tips <ul><li>Register your domain for a long time </li></ul><ul><li>Make sure your code is clean </li></ul><ul><li>If your first page is Flash, stop it </li></ul><ul><li>Have your own domain </li></ul>

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