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Search Engine Marketing Overview for
  UW Business School – 11/5/11             TM




                    Optify Confiden...
What We Will Cover Today
»   Paid vs Owned vs Earned Media – P.O.E.M.
»   Why Search? Some Stats…
»   Search Engine Basics...
P.O.E.M. Media Model



                          Paid Media                   Owned Media                   Earned Media
...
Search Dominates > But Look at Social!




                       Optify Confidential   Page
Why Search Engine Marketing?
» The #1 driver of non-direct traffic to most websites
» High quality traffic
   » All stages...
US Advertising Spending by Media
2007 – 2012 in Millions

» Search has overtaken display as the #1
  media spend online (a...
The #1 Job of Search Engines
Provide the Best Search Results Based on the Limited Information
   (1-4 keywords) the Search...
Search Engine Marketing (SEM) Programs
 Search Engine Optimization (SEO)
 » Listed in the editorial or organic area of eng...
A Google Example SEM of Programs
                                       Paid Results: The top
                            ...
Example of a Content Ad Network Placement




                                            Content Network:
               ...
The Golden Triangle of Search Usability
                                        » Eye tracking study
                     ...
The Importance of Position




» The higher the position, the higher the click
  through rate
» The higher the position, t...
How Crawlers Work – Content + Links!
         Link          Link               Link             Link            Link
  Web...
How Do They Get Data? – Spiders are Dumb…
 Search Spiders follow links and return data to search engine for
    processing...
Why Search Engine Optimization (SEO)?
» 70 – 80% of clicks on a search engine results page emanate
  from the organic sear...
Core Components of SEO


SEO has Six major components
• Authority of Domain & Pages
• The Quality & Number of Links
• Keyw...
Search Engine Optimization Truths
» Your #1 job is to make finding, crawling and indexing
  your site as easy as possible ...
Social Media and Search
» Social media has dramatically increased the amount and speed of
  indexable content available – ...
Twitter – The Latest in Search




»   Looks like a search engine to me
»   Hashtags and @ symbols drive direct relevance
...
Syndicate and Engage Your Audience via Twitter
Create Content          Create Campaigns                        Syndicate  ...
The Journey to an Engaged Social Media Program
 (thank you Ant’s Eye View)
Traditional          Experimental         Opera...
Paid Media Cost Methods
              » Online Media Can be Purchased Using Various
                Cost Methods, Each wit...
Paid Search Overview
» The most effective, timely and trackable way to start
  spending marketing dollars.
» Market is in ...
How Paid Search Programs Work

Advertiser                                   www.Google.com
                               ...
Paid Search Testing is Critical

» The success of your program depends on testing and your
  ability to expand/improve
» L...
Paid Search - Areas to Optimize
»   Inventory (# of impressions accessible)
»   Campaign Structure & Categories
»   Budget...
Paid Search Metrics, Levers and Actions
Metrics              Levers                   Actions
Impressions          Total B...
Customer Segmentation & Search
Two Major Ways to Segment with Search
» By Keyword
   » Each keyword someone enters is a be...
New Issues with Search Engines
» Competition
    » Bing running Yahoo search – impact?
    » Google updating UI to add in ...
Testing Methodologies & Tools
» No Testing is Death
» Start with A/B/C testing > but be disciplined in variable
  control ...
That’s a Wrap!
» Visit www.optify.net for more articles, information & blogs
  (in the process of being updated)
» Also vi...
Appendix - Fun SEO Tools
» http://www.optify.net/
   » Blog posts, guides, SEO and Lead Intelligence software

» http://ww...
Appendix – SEM Resources
SEO Technical Resources                       RSS Feed Resources
»   www.robotstxt.org/wc/active/...
Appendix - Directories
Search Directories           Articles Directories
»   Dmoz.org                    www.Ezinearticle...
Appendix - Resources
Design Resources                     Testing Resources
» www.pixelmill.com                  ASP Hoste...
Appendix – More Resources
Pop-up Generator
» www.dynamic-popup-generator.com/
Opt-In List Builders
» www.advertisingknowho...
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Search Engine Marketing Presentation to UW Direct Market Class Slide 1 Search Engine Marketing Presentation to UW Direct Market Class Slide 2 Search Engine Marketing Presentation to UW Direct Market Class Slide 3 Search Engine Marketing Presentation to UW Direct Market Class Slide 4 Search Engine Marketing Presentation to UW Direct Market Class Slide 5 Search Engine Marketing Presentation to UW Direct Market Class Slide 6 Search Engine Marketing Presentation to UW Direct Market Class Slide 7 Search Engine Marketing Presentation to UW Direct Market Class Slide 8 Search Engine Marketing Presentation to UW Direct Market Class Slide 9 Search Engine Marketing Presentation to UW Direct Market Class Slide 10 Search Engine Marketing Presentation to UW Direct Market Class Slide 11 Search Engine Marketing Presentation to UW Direct Market Class Slide 12 Search Engine Marketing Presentation to UW Direct Market Class Slide 13 Search Engine Marketing Presentation to UW Direct Market Class Slide 14 Search Engine Marketing Presentation to UW Direct Market Class Slide 15 Search Engine Marketing Presentation to UW Direct Market Class Slide 16 Search Engine Marketing Presentation to UW Direct Market Class Slide 17 Search Engine Marketing Presentation to UW Direct Market Class Slide 18 Search Engine Marketing Presentation to UW Direct Market Class Slide 19 Search Engine Marketing Presentation to UW Direct Market Class Slide 20 Search Engine Marketing Presentation to UW Direct Market Class Slide 21 Search Engine Marketing Presentation to UW Direct Market Class Slide 22 Search Engine Marketing Presentation to UW Direct Market Class Slide 23 Search Engine Marketing Presentation to UW Direct Market Class Slide 24 Search Engine Marketing Presentation to UW Direct Market Class Slide 25 Search Engine Marketing Presentation to UW Direct Market Class Slide 26 Search Engine Marketing Presentation to UW Direct Market Class Slide 27 Search Engine Marketing Presentation to UW Direct Market Class Slide 28 Search Engine Marketing Presentation to UW Direct Market Class Slide 29 Search Engine Marketing Presentation to UW Direct Market Class Slide 30 Search Engine Marketing Presentation to UW Direct Market Class Slide 31 Search Engine Marketing Presentation to UW Direct Market Class Slide 32 Search Engine Marketing Presentation to UW Direct Market Class Slide 33 Search Engine Marketing Presentation to UW Direct Market Class Slide 34 Search Engine Marketing Presentation to UW Direct Market Class Slide 35 Search Engine Marketing Presentation to UW Direct Market Class Slide 36
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  1. 1. Search Engine Marketing Overview for UW Business School – 11/5/11 TM Optify Confidential Page
  2. 2. What We Will Cover Today » Paid vs Owned vs Earned Media – P.O.E.M. » Why Search? Some Stats… » Search Engine Basics » Organic Search (Natural) » Organic and Social Together » The Social Journey for an Organization » Paid Search » Testing » New Issues with Search Optify Confidential Page
  3. 3. P.O.E.M. Media Model Paid Media Owned Media Earned Media aka - Campaigns aka – Nurture & Retention Aka: Inbound Marketing Characteristics » Money = Traffic, No » A person is “known” » Cost is effort money, No traffic » Email address + name » Visibility continues when » Channels are optimized » Channels used to move person effort stops individually to initial sale & recurring » Channels work together revenue Channels » Paid Search » Lead Nurturing » Direct/Brand » Display/Banners » Re-Targeting » Natural Search (SEO) » Affiliate (CPA) » Customer Email » Social Media » Email List Buying » Transaction Emails » Referrals (Links) » TV/Radio/Print » Customer Service » Public Relations » Daily Deals Resources » Media Budget » Email Delivery Platform » Content Creation/Editor » Campaign Management » Customer Database » Publishing Platform » Testing/Optimization » Email Content Creation » Social Media Engagement 3 » Customer Service Response » PR & Blogger Engagement Optify Confidential Page 3
  4. 4. Search Dominates > But Look at Social! Optify Confidential Page
  5. 5. Why Search Engine Marketing? » The #1 driver of non-direct traffic to most websites » High quality traffic » All stages of the buying cycle from research to price compare » Organic traffic has no media costs » Pay Per Click (PPC) search traffic is highly targetable » By keyword, location, time of day, day of week, demographic, etc. » PPC is self-service, easy to get up and running, highly controllable/optimizable » PPC is a great way to test messaging, offers, landing pages and positioning Optify Confidential Page
  6. 6. US Advertising Spending by Media 2007 – 2012 in Millions » Search has overtaken display as the #1 media spend online (as of 2008) » Internet will overtake newspapers in 2011 (if not sooner) » Internet is bigger than spot local/national TV in spend » Search is already bigger than print Yellow Pages/directories » Lots of traditional media spends are in decline while Internet is up, up, up! Source: Jack Meyers Media Business Report as provided to eMarketer, Sept 14, 2009 Optify Confidential Page
  7. 7. The #1 Job of Search Engines Provide the Best Search Results Based on the Limited Information (1-4 keywords) the Searcher Gives the Engine. » Better search results (organic & paid) = happier searchers » Happier searchers = more search/repeat usage » More search usage = more inventory » More inventory = more opportunity to sell pay per click advertising Optify Confidential Page
  8. 8. Search Engine Marketing (SEM) Programs Search Engine Optimization (SEO) » Listed in the editorial or organic area of engine. » Higher quality traffic – legitimate search results. » No guarantee of placement, mid to long term results. » Local optimization is a distinct set of tactics Pay Per Click (PPC) Search » Auction, bid or CPC system. » Immediate, cost effective, trackable. Pay Per Click (PPC) Content Network » Google/Bing have matched your keywords to content on the internet » You push ads to a site without a specific search » Managed through your same search PPC interface Optify Confidential Page
  9. 9. A Google Example SEM of Programs Paid Results: The top two performers from the AdWords CPC program. Main Results: Natural search listings which cannot be bought, but influenced with SEO program. Google does not have a trusted feed or paid inclusion program. Paid Results: AdWords closed-bid CPC placements. Ranked by CTR x CPC. Top three listings distributed to partners. Top three and more distributed to Google’s Content- Targeted Ad network. Optify Confidential Page
  10. 10. Example of a Content Ad Network Placement Content Network: Page content mapped to your keywords. Highly efficient buy, but lower in quality. Optify Confidential Page
  11. 11. The Golden Triangle of Search Usability » Eye tracking study » The focus is on the upper left with a glance over to the top of the right hand side placements. » Underlines the volume importance of the top placements. » Also, your brand connections starts at the search engine NOT on your website! Optify Confidential Page
  12. 12. The Importance of Position » The higher the position, the higher the click through rate » The higher the position, the lower the conversion (in general) » Critical to understand position vs cost vs conversion trade off Source is Optify click through rate study Optify Confidential Page
  13. 13. How Crawlers Work – Content + Links! Link Link Link Link Link Web Web Web Web Web Web Page Page Page Page Page Page Search Bots follow links and return information to index Googlebot, MSNbot, Muscat Ferret (www.robotstxt.org lists 298 bots) Update & Cached Pages Index Refresh In Database Schedule News Business Rules (hourly) Web Page Algorithm Fresh Content (recent) Ancillary Data Sources Local Content Crawl Site (standard update) and Sitemap.xml Foundation Database (standard update) Optify Confidential Page
  14. 14. How Do They Get Data? – Spiders are Dumb… Search Spiders follow links and return data to search engine for processing with algorithms. They can: » Read meta tags, title tags and HTML content. » Read URL’s (some read past a ? variable, some don’t). » Read some dynamic content. » Follow links through-out the site if built into page. » Are looking for STRONG uses of keywords. » H1 tags, title tags and HTML content are more important. » Bold and italic words. » Are looking for CONTEXT » Block of related text, pages with single themes, etc. Spiders can only return what they can read and find. Our job is to help them find the right information in the right format Optify Confidential Page
  15. 15. Why Search Engine Optimization (SEO)? » 70 – 80% of clicks on a search engine results page emanate from the organic search area. » Google: 80% of clicks from organic » Yahoo/Bing: 70% of clicks from organic » Organic clicks may or may not be more qualified. » The clicks are free of media costs (although there are internal & management costs). » It is an important part of your entire Search Engine program » It CONNECTS your content with people – earned media! Optify Confidential Page
  16. 16. Core Components of SEO SEO has Six major components • Authority of Domain & Pages • The Quality & Number of Links • Keyword Strategy & Focus • Site & Page Optimization • Content Development • Social Media Signals Optify Confidential Page
  17. 17. Search Engine Optimization Truths » Your #1 job is to make finding, crawling and indexing your site as easy as possible for bots » High rankings are built on relevant content & authority » Remember the #1 goal of search engines » Following white hat strategies is best » Engines getting smarter about search spam » Do you have time to fight the search engines? » The simpler a site the easier to get ranked » Balance CMS/Rich Media vs Search Objectives » SEO is NOT fast and never ends » Set aside budget for SEO as you would PPC » SEO will effect your marketing, IT, Web site and copy writing groups. Optify Confidential Page
  18. 18. Social Media and Search » Social media has dramatically increased the amount and speed of indexable content available – everyone is a publisher » Blogs, comments and articles are much easier to publish and now have revenue attached to them via Google Adsense, etc. » Social media networks has raised the bar on cross linking, product communication and personal profile publishing. » The concept of a homepage is changing » Not just on your site, but Facebook, LinkedIN, Twitter » Being involved in a conversation and pointing (via links) too an authoritative piece of content adds to the link building tool set » Social is a core element of earned media: content+search+social Optify Confidential Page
  19. 19. Twitter – The Latest in Search » Looks like a search engine to me » Hashtags and @ symbols drive direct relevance » Popular topics drive HUGE traffic » Find people who are talking about topics you are interested in » Now Twitter feeds in Google and Optify Confidential Bing (just announced) Page
  20. 20. Syndicate and Engage Your Audience via Twitter Create Content Create Campaigns Syndicate Track Results Your Content One off Tweets In Optify Reports • articles • Blog post • Increased visitors • blog posts • 3rd party content • # of leads • conferences • Whitepaper • # of sign-ups • information guides • Source = Twitter • online courses Create a Series of • Detail = Campaign • podcasts Tweets in a Campaign • press releases • Build your tweets for the In Twitter • speaking events week in one sitting • Increase followers • videos • Build all of the tweets for • # of ReTweets ReTweets • webinars the campaign at once • white papers • Include links to your site Facebook • webinars which we shorten for you LinkedIn • Schedule tweets to go Your Site out through your account Other Blogs » Utilizing social media and Twitter to extend the reach of your content is ideal » Tracking the results through campaign variables on your link back to your site, increased number of visitors and increased number of followers Optify Confidential Page
  21. 21. The Journey to an Engaged Social Media Program (thank you Ant’s Eye View) Traditional Experimental Operational Measurable Fully Engaged • Listening to • “The arrival of • Budget and • Start tracking • Everyone has what people are Mavericks” authority given business imact the opportunity saying • Someone takes • Strategy, tactics, • Cross functional to participate in • On the sidelines the time to headcount silo’s the social web create company • Silo’d in • Defined success • Governance, profiles marketing • Influencers policies in place identified with clear roles Low resource Part time or “side Resources Organizational Very few requirement time” required, but impact across companies are metrics question here yet – mostly starts to bubble up agencies Where does ING Direct fit into this journey? Optify Confidential Page
  22. 22. Paid Media Cost Methods » Online Media Can be Purchased Using Various Cost Methods, Each with Pros & Cons. » Time: Great for guaranteed SOV and placement, but More Common Advertiser Risk inventory is determined by visitor traffic. Effective method for page takeovers to build awareness and to block out competitors. » CPM: Strong guarantee of impressions, share of voice, and targeted placements, but greater risk (of ROI) falls on the advertiser. » CPC: Provides targeted placement at less risk than CPM, but impressions are not guaranteed and risk of Less Common Publisher Risk forced and/or incentive clicks. » CPA or Revenue Share: The least amount of risk for advertiser and paid only when an user-action is performed, but no guarantee of impressions, placement, nor acceptance by publishers. Optify Confidential Page
  23. 23. Paid Search Overview » The most effective, timely and trackable way to start spending marketing dollars. » Market is in transition from a Google + Yahoo + Bing + others to just Google + Bing » Google is king – they have the largest volume, highest quality audience, best testing tools & easiest user interface. » Bing is gaining with marketing, innovation and business development » Google content network is MUCH bigger and more refined than Bing Testing is what will make or break your program! Optify Confidential Page
  24. 24. How Paid Search Programs Work Advertiser www.Google.com (Search) Advertiser Syndicated Engines Advertiser AOL.com Google, (Syndicated Search) Advertiser Bing Etc. AdSense Sites (Content Ads) Advertiser CPM Sites Advertiser (Sub Set of AdSense) • All of these programs are ad serving systems. • Search is just one outlet of impressions for the system. • Everything is centered around a pay per click model vs a CPM or CPA • Even CPM programs in Google are judged on an effective CPC basis Optify Confidential Page
  25. 25. Paid Search Testing is Critical » The success of your program depends on testing and your ability to expand/improve » Look for incremental improvement over a long term. » Include seasonality, week parts & day parts » Your web analytics/tracking protocol is critical » What level of granularity can you support/afford? » Do you automate bid management? » Balance between click volume and statistical significance. » Does it make sense to optimize terms that get 4 clicks per month? Optify Confidential Page
  26. 26. Paid Search - Areas to Optimize » Inventory (# of impressions accessible) » Campaign Structure & Categories » Budget » Keywords » Match types (broad, phrase, exact) » Negative Keywords » Publishers/Engines » Copy » Placement: Search vs. Content » Bid Strategy/Ad Rank » Conversion Process » Landing Pages » Balance with Life Time Value Optify Confidential Page
  27. 27. Paid Search Metrics, Levers and Actions Metrics Levers Actions Impressions Total Budget A campaign daily or monthly cap will limit the # of impressions. # of Keywords Add keywords via expansion. # of Engines Include misspellings & similes. Bid Position Add content traffic to search program. Search v Content Bid positions 1-4 get the most circulation through syndication. Match Type Campaign Set-Up Click Through Rate Bid Position The higher bid positions get more click-throughs. Relevancy of Copy Putting keywords into the copy increased click-through. Compelling Copy Free now and offers tend to increase click-through rates. Search v Content Content ads have much lower click-through rate than search ads. Match Type Cost per Click Publisher/Engine Different engines have different ranges of prices. Bid Position The higher the bid position you go for, the higher the CPC. Max Cost per Click By setting a higher max CPC, your cost will rise to meet position. Competition The more competition for a term, the more expensive. Match Type Conversion Relevance of Copy The closer the copy matches the product offer/the higher the conversion. Rate Landing Page Create a very clear, singular action landing page that matches keyword. Offer What is a compelling offer? Make it so and match the copy. Funnel Efficiency What speed bumps exist between the ad the thank you page. Average Order Size Product Pricing Focus more dollars on the categories that drive highest average order size. Cross/Up Sell Manage to a higher LTV for keywords and categories by acquiring at a higher CPS. Discounts Life Time Value Acquisition Source Improvements in conversion process and post acquisition communication will allow for a Re-marketing Sequence higher allowable acquisition rate which can open up the acquisition funnel. Product Suite/Releases Optify Confidential Page
  28. 28. Customer Segmentation & Search Two Major Ways to Segment with Search » By Keyword » Each keyword someone enters is a behavioral indicator. » A correlation exists between the stage of the research or purchase process and the type of keywords entered. » MP3 Player vs ipod 4GB nano black » Music vs Free Rhapsody Trial » By Demographic Data » New tools that link account information with keyword searches are available. » Research keywords to get demographic profile (very helpful for wider campaigns) » Target broader keywords to a narrower demographic (helpful for expanding keyword campaigns) Optify Confidential Page
  29. 29. New Issues with Search Engines » Competition » Bing running Yahoo search – impact? » Google updating UI to add in Bing “esque” features » Google Instant – rapid update of results interface while you type » Real Time Search » Google’s “caffeine” is trying to index content faster » Adding Real Time tweets to Google Index » Universal Search » Combining multiple media types into same Search Engine Results Page. » Text, Video, Audio, Images, etc. » Personalized Search » Change results page based on previous search behavior and website visitation patterns » Off-shoot of behavioral targeting » Latent Semantic Indexing » Already in use to improve results » Context of keywords as well as words around the word. » Mobile Search » iPhone, Blackberry, Google Android Platform » Is it form or function? Optify Confidential Page
  30. 30. Testing Methodologies & Tools » No Testing is Death » Start with A/B/C testing > but be disciplined in variable control (only one at a time!) » Move to multi-variant when you have the dollars and traffic to support it. » Ability to test millions of combinations of variables via tree’d approach (aka smart test design) » Taguchi method is de-rigueur, but new, more modern methods are now commercially available. » Small incremental changes are the rule, not the exception. Optify Confidential Page
  31. 31. That’s a Wrap! » Visit www.optify.net for more articles, information & blogs (in the process of being updated) » Also visit www.optify.net for jobs  » Personal blog – www.branddigital.net » E-mail me with comments, additional questions, clarifications – scott@optify.net » Join the LinkedIn University of Washington MBA Alumni Group – go beyond your class! » Thank You! Optify Confidential Page
  32. 32. Appendix - Fun SEO Tools » http://www.optify.net/ » Blog posts, guides, SEO and Lead Intelligence software » http://www.branddigital.net » http://www.SEOmoz.org » Local company with great community, blog and tool set » http://www.seodigger.com » See a list of keywords and what rank for a specific URL » http://www.seotoolset.com/tools/free_tools.html » Various free tools for linking, keyword inventory & more » http://www.seocompany.ca/tool/seo-tools.html » 142 SEO tools for all things » http://www.marketleap.com » Easy to use SEO tools that includes competitive comparisons. » http://www.searchengineworld.com/cgi-bin/sim_spider.cgi » Search engine spider simulator Optify Confidential Page
  33. 33. Appendix – SEM Resources SEO Technical Resources RSS Feed Resources » www.robotstxt.org/wc/active/html/i  www.marketingprofs.com ndex.html (list of bots)  www.feedster.com (find feeds) » www.webmonkey.com (developer  www.netgator.com site with good tips for SEO)  www.firefox.com SEO Strategic Resources Local Search Resources » www.searchenginewatch.com  www.geolocal.com/ » www.branddigital.net » www.bruceclay.com/ Paid Search Resources » www.clickz.com  http://www.payperclicksearchengines.com/ SEO Free Tools » www.marketleap.com » www.seotoolkit.com Optify Confidential Page
  34. 34. Appendix - Directories Search Directories Articles Directories » Dmoz.org  www.Ezinearticles.com » Dir.yahoo.com  www.goarticles.com » www.joeant.com  www.netterweb.com » www.skaffe.com  www.articlefinders.com » www.bluefind.com  www.articlecity.com » www.zeal.com  www.ideamarketers.com » www.goguides.org » www.gimpsy.com  www.buzzle.com » www.wowdirectory.com  thewhir.com/find/articlecentral/ » www.sevenseek.com  www.certificate.net » www.thisisouryear.com  www.amazines.com » Search.looksmart.com » www.microsoft.com/smal lbusiness/hub.mspx Optify Confidential Page
  35. 35. Appendix - Resources Design Resources Testing Resources » www.pixelmill.com ASP Hosted Applications » www.templatezone.com  www.Optimost.com » www.templatekit.com  www.Offermatica.com  www.NetConversions.com Web Analytics Resources » www.clicktracks.com  www.sitespect.com » www.urchin.com  www.Vertster.com » www.nettracker.com Split Testing Calculators  www.splittester.com Optimization Resources  http://calc.in-the-name-of- » www.websiteanalyzer.com profit.com/86429/ab_test.jsp » www.websiteoptimization.com  http://www.vertster.com/adwords-tool/ Split Testing Software  http://www.onlinemarketingtoday.com/sof tware/split-testing/  http://www.splittestgenerator.com/ Optify Confidential Page
  36. 36. Appendix – More Resources Pop-up Generator » www.dynamic-popup-generator.com/ Opt-In List Builders » www.advertisingknowhow.com/Optin_List_builder.htm » www.coregcomplete.com/index.php (co-reg software) » www.opt-intelligence.com (co-reg network) Marketing Information and Content Sites » www.marketingexperiments.com » www.clickz.com » www.marketingsherpa.com » www.marketingprofs.com Examples of Viral Marketing Campaigns » http://showdown.contagiousmedia.org/ Optify Confidential Page
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