Search Marketing 101


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Learn the basics of search engine marketing and optimization, including campaign creation and tracking, choosing vendors, and analyzing results from visits, actions and ranking in Google, Bing, Ask and other search engines.

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Search Marketing 101

  1. 1. Search Marketing 101(The Power of Inbound Marketing)<br />Steve Wiideman<br /><br />
  2. 2. About Steve Wiideman<br />Corporate Search Marketer for Disney, Expedia, & Ticketmaster companies<br />Consultant & resource for brands such as Skechers, RingCentral, and Flirt<br />Search Google for “SEO Expert”<br />Authored 3 FREE eBooks, downloadable at<br />
  3. 3. What the Heck is Search Marketing?<br />Improving visibility in Google Maps, Yahoo! Local, & Bing Local<br />Paid advertising (sponsored ads) in Google, Bing, AOL, YouTube, Amazon & other search results<br />A way to move a listing up in search results for a particular keyword in YouTube, Twitter, Amazon, Google & Bing<br />A way of getting a business to appear more than once in web, mobile and search and search network results<br />All of the above<br />
  4. 4. Where is SEM?<br />Natural results are determined by Google’s ranking formula, which involves a combination of relevant content, ‘votes’ from important websites and user behavior.<br />Advertisers bid and optimize for placement in Sponsored Ads.<br />A GoogleCheckoutbadge may create a higher click-through rate (and lower overall cost)<br />Submit a “product feed” (database of products and attributes) for FREE.<br />Position is determined by history, trust, data matching product page, and user behavior.<br />
  5. 5. Where is SEM?<br />
  6. 6. Search Engines vs. Search Sites<br />
  7. 7. Poll<br />Is AOL a Search Engine?<br />
  8. 8. Where Do I Start?<br />Start with an Empty Report<br />Delegate Each Search Type<br />Become an Expert<br />Hire an Expert<br />
  9. 9. Sample Search & Social Report<br />
  10. 10. 30k foot Executive Dashboard to show overall SEM Performance<br />
  11. 11. Become an Expert<br />Attend Search Events<br />Search Engine Strategies<br />Search Marketing Expo<br />Kelsey Group (Local)<br />Online Marketing Summit<br />SearchFest<br />Pubcon<br />Affiliate Summit<br />
  12. 12. Become an Expert<br />Patronize Other Experts<br /><br /><br /><br /><br /><br /><br /><br /><br />Conference speakers<br />
  13. 13. Become an Expert<br />Get Certified<br />Google AdWords Exam<br />Microsoft adCenter Training<br />Bruce Clay’s SEOToolSet Exam<br />Aaron Wall’s Training<br />Search Engine Workshops<br />
  14. 14. Hire an Expert<br />What to Look for an SEO Agency<br />Sample reports (min 6 months)<br />3-5 references<br />Ask about communication<br />Ask about ROI & breakeven points<br />Willing to work on a performance basis?<br />Search online “Company Name” (with quotes)<br />Performance guarantee<br />
  15. 15. The SEM Process<br />Research, Record and Sort Keywords<br />Start with existing web analytics if you have them.<br />
  16. 16. Find Competitor Keywords<br /><title>OMAR'S Exotic Birds :: Parrots and Bird Supplies, Orange County, CA</title> <br /><meta name="Description" content="OMAR'S specializes in exotic birds ranging from cockatiels to macaws. All birds sold come with a health guarantee and free grooming for as long as you own the bird. Our goal is to provide customers with healthy birds and quality products, as well as the cleanest store and the most helpful service they can find." /> <br /><meta name="Keywords" content="parrots orange county CA, parrot breeder southern California, handfed baby parrot, bird grooming, bird boarding, bird cages, bird toys, cockatiels, macaws, caiques, cockatoos, amazons, parakeets, africangreys, conures, pionus parrot, parrotlet, meyers parrot, senegal parrot, canary, exotic birds, avian veterinarians, omar's, california bird store, orange county bird breeders, bird for sale, bird seminar, bird behavior specialist" /> <br />
  17. 17. The SEM Process<br />Research, Record and Sort Keywords<br />Use Keyword Tools<br />
  18. 18. The SEM Process<br />Research, Record and Sort Keywords<br />Use Google Webmaster Tools<br />
  19. 19. The SEM Process<br />Create Your Baseline Reports<br />Create Your Content Tracking Sheet<br />
  20. 20. The SEM Process<br />Assign resources to optimize website, write awesome content, earn one-way links and help manage social media efforts. <br />SEM Manager<br />Webmaster<br />SEO Content Writer<br />Expert Link Builder<br />Video/Social Expert<br />Tip: There is a FREE SEO Audit List at www.blogmarketingtoolkit.comGoogle “best SEO audit list”  <br />PPC Expert<br />Site Audit<br />Review Tracking<br />Research<br />Calendar Content<br />Build Campaigns<br />
  21. 21. A Few SEO Tips…<br />Optimize homepage titles and meta tags<br />Optimize subpage titles and meta tags<br />Be conscience of file names<br />Write awesome content<br />Get links where competitors have them<br />Eliminate duplicate content<br />
  22. 22. Optimize Titles and Meta Tags<br />
  23. 23. Homepage Titles<br />eBay - New & used electronics, cars, apparel, collectibles, sporting goods & more at low prices (95 characters)<br /> Online Shopping for Electronics, Apparel, Computers, Books, DVDs & more (83 characters)<br />
  24. 24. Internal Page Titles & Meta Tags<br /><title>Men's 3XL Football Gloves white leather XXXL - eBay (item 150422879170 end time Mar-19-10 10:31:06 PDT)</title><br /><meta name="description" content="eBay: Find Men's 3XL Football Gloves white leather XXXL in the Sporting Goods , Team Sports , Football , Clothing, Shoes Accessories , Gloves category on eBay."><br /><meta name="keywords" content="Men's 3XL Football Gloves white leather XXXL, Sporting Goods, Team Sports, Football, Clothing, Shoes Accessories, Gloves"><br /><link rel="canonical" href=""><br />Call to Action<br />Don’t Be Too Explicit<br />
  25. 25. Be Conscious of File Names<br />
  26. 26. Internal Page Crumbs & Headings<br /><ul><li> Use Breadcrumbs
  27. 27. Use H1/Heading Tags
  28. 28. Have Unique Content</li></li></ul><li>Write Linkable & Shareable Content<br /><ul><li>The content is useful
  29. 29. The content is original
  30. 30. You can't help but link to it
  31. 31. There are supportive facts and references
  32. 32. There's enough detail that nobody can memorize it
  33. 33. Something fun or interesting is included (like video)
  34. 34. It's not just blah, blah, blah, content
  35. 35. There's enough call to action to invoke engagement
  36. 36. There are visual examples, charts, and references
  37. 37. You had multiple contributors who all link to the content</li></li></ul><li>Write Linkable & Shareable Content<br /><ul><li>You thank or compliment someone who shares it with others
  38. 38. You have an offer, discount, or promotion included
  39. 39. How To's and tutorials are a great way to get people to link
  40. 40. Create a controversy
  41. 41. Answer questions
  42. 42. Conduct research & discuss the results
  43. 43. Get involved with social media
  44. 44. Create lists (Top 50 Link Building Techniques, etc)
  45. 45. Get a blog and establish yourself as an authority
  46. 46. Run a service or create a product (ie: Firefox extension)</li></li></ul><li>Peek at Competitor LinksRelevancy + Popularity + CTR = Higher Ranking<br />Bing cares more about on-page SEO<br />Google cares more about off-page SEO<br />What to Look At:<br /><ul><li>What in the link text on links pointing to competitors?
  47. 47. 50,928 Links to Adobe Reader have “click here”
  48. 48. Sort websites linking to competitors by Trust & Authority</li></ul>Tools to Use:<br /><ul><li>
  49. 49. Yahoo! Site Explorer</li></li></ul><li>What’s in the Link?<br />
  50. 50. Who’s Linking to Your Competition?<br />
  51. 51. Click-Through Rate is EVERYTHING<br />Every search produces an impression.<br />The ratio of clicks to impressions is referred to as Click-Through Rate or CTR.<br />
  52. 52. <ul><li> www Vs. No www
  53. 53. Easy to Do in Google Webmaster Tools
  54. 54. 301 Redirects on Multiple Domains
  55. 55. Easy to Do in GoDaddy and Other Registrars
  56. 56.
  57. 57. Canonical Tags</li></ul><link rel="canonical" href=""><br />Eliminate Duplicate Content<br />
  58. 58. Setting Up a Paid Search Campaign<br />
  59. 59. Special Thanks<br />
  60. 60. Connect with Steve Wiideman<br />Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.<br />He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.<br />He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.<br />Steve Wiideman<br /><br /><br />P. (562) 732-4417<br />E.<br />@seosteve<br />