Search 101: Beginner's Guide to SEO & SEM, Website Optimization, Search Marketing and Online Business


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Search Marketing 101: The basics of getting your business found.
Search Marketing 101: The basics of getting your business found

Where do you go first for information? Google? So do your customers. What are they searching for when they need a product or service like yours? Harnessing the search stream and catching people during their decision-making process is key.

This presentation includes:
• What search engines see and care about when they are on your site
• How to link your business to relevant sites and directories
• How to improve your site to gain more traffic – and how to know if it’s good, quality traffic.
• What kind of content you should put on your site
• How to integrate marketing efforts, including social media, into an online strategy
• Basics of pay per click advertising strategies
• Tips on developing keyword lists and key phrases

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Search 101: Beginner's Guide to SEO & SEM, Website Optimization, Search Marketing and Online Business

  1. 1. OX I E M | C O LU M B U S & S P R I N G F I E L D | T: 8 6 6 . 4 3 2 . 8 2 3 5 | OX I E M . C O M
  2. 2. Engaging Branding | Top Technology | Easy Manageability > Sites that perform & convert visitors to customers Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy
  3. 3. Source: comScore, Jan. 10
  4. 4. Source: eMarketer, March 09
  5. 5. Source: Society for New Communications Research, March 09
  6. 6. Source: Sapient Interactive, June 09
  8. 8. • SEM • Search Engine Marketing • Integrating search engines across multiple aspects of your marketing strategies • PPC • Search Engine Advertising • Using Google Adwords, Yahoo Search (CPC), etc. • SEO • Search Engine Optimization • Optimizing content to appear high on search engine rankings • SMO • Social Media Optimization • Optimizing your social media content to appear high on search engine rankings
  9. 9. • Algorithm – A mathematical formula used by search engines to determine which web sites in their database to present in search results, in which order. While search engine algorithms change regularly, primary on-page factors include keyword density and source code optimization. The primary off-page factor is link popularity. • Bounce Rate - Any visit where the visitor landed on any one page and did not view another, regardless of how long they remained on the one page • Conversion - A site visitor completes a desired action. Generally a download, signup, purchase, etc. • Inbound Links - A text or graphical hyperlink from one site to another. Google and other search engines’ algorithms consider a site’s popularity based on the quality and quantity of inbound links from relevant third party sites to help determine search positioning.
  10. 10. • Landing Page - The page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link • Pay Per Click - System where an advertiser pays an agreed amount for each click someone makes on a link leading to their web site. Also known as CPC (Cost Per Click) or paid listings. • Rank - How well a particular web page or web site is listed in a search engine results. Generally, sites on the first page (or within the first 10 listings) generate significant visibility and traffic. Overall, saying a page is "listed" only means that it can be found within a search engine in response to a query, not that it necessarily ranks well for that query. “Rank” is also referred to as “position”. • Unique Visitor – Is a visitor that interacts with a site. They may interact more than once, but within analytics reporting, they are only counted one time.
  11. 11. Target Traffic Generated Quality of Conversion Visit
  12. 12. • Cost efficient requiring mostly time & expertise • Once achieved, results tend to be long lasting • Typically higher quality traffic (Page-views, Time-on-site, Bounce rate) • Deeper keyword results depending on the keyword list
  13. 13. On-Page Off-Page Optimization Optimization • Keyword rich text • Solid keyword list • Headings • Linking strategies • Title tags • Anchor text • Meta tags • Directory submission • Calls to action • Keyword focused links • URL structure • Social media! • Internal linking • Much more!
  14. 14. Building a Keyword List • Think like a customer • Include spelling mistakes and variations • Include plural and singular versions • Cast a wide net. Refine, refine, refine. • Long tail theory Tools:
  15. 15. Use Your Keywords Intelligently • Use your top keyword phrases often in your site copy • Use keyword text, not images for your site's navigation • Use keywords in textual links. Not “click here” but “read our blog on cakes” • Use keywords in page titles
  16. 16. Key to Success: Fresh, high-quality content! Tactics: • Blog • Whitepapers • E-books • Sharable content on your website
  17. 17. Title Tags Title tags are the descriptions located at the top of the visitor’s web browser, and they’re a strong indication to Google what each page is about. Heading Tags Heading tags are typically the biggest lines of text found toward the top of each page H1 H2 H3 H4
  18. 18. • • • Yelp Business Account •
  19. 19. • Highly Targetable – Geotargeting targets searchers where they are • Highly measurable • Cost-effective when managed – pay only when a user clicks your ad • Ability to daypart • Ability to land users on keyword specific landing pages • Multivariable testing to determine which ads are working best Visit to test a campaign
  20. 20. Tips Relevant • Get creative with keywords – think in the mind Keywords of the searcher • Create keyword specific landing pages Engaging Landing Ad Text Pages • Use ad copy that is clear, well-written, specific, and compelling vs.
  21. 21. • Take a quiz! • Fill out a form • Ask a question • Watch a video • Download a brochure or whitepaper • Request more info
  23. 23. Traditional Marketing Search Social Media Engine Optimization WEBSITE
  24. 24. • Integrate your top performing keywords • Outbound Links – Link to others in your posts • Offer RSS & Subscriptions buttons • Headlines, Tags & Categories • URL Structure • • • Download the “All in One SEO” Pack for Wordpress
  25. 25. • Make sure you’re linking to your website in all profiles! LinkedIn links Facebook Fan Pages Twitter bios Delicious, Digg and other social bookmarking profiles • Integrate keywords in your bios • Use to track and measure all links you are sharing
  26. 26. Remember, good content gets shared. Are you making it easy for viewers to share? Top Sites to Consider: • Delicious • Digg • Technorati • Facebook • Twitter • Google Buzz (maybe)
  27. 27. • Google’s local business Center • Google AdWords Keyword tool • Yelp • Free directory listings • Paid inclusions
  28. 28. Bill Sterzenbach | @bsterzenbach Crystal Olig|| 614.448.1812 @sparklegem @oxiem Download this presentation at: