Search Engine Marketing Tutorial


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Tutorial used for clients when discussing search engine optimization, search engine marketing and local search.

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Search Engine Marketing Tutorial

  1. 1. Search Marketing<br />Chris Sietsema<br />August 2011<br />
  2. 2. Quick Background<br />
  3. 3. Agenda<br />Organic<br />Local<br />Paid<br />We’ll also touch on:<br />Analytics<br />Social Media<br />Mobile<br />Recurring Revenue for Your Agency<br />3<br />
  4. 4. Our Landscape<br />4<br />
  5. 5. Share of Search<br />5<br />
  6. 6. How Organic Search Works<br />6<br />
  7. 7. How Organic Search Works<br />7<br />
  8. 8. How Organic Search Works<br />8<br />
  9. 9. Old School Tactics<br />9<br />
  10. 10. Some Rules Still Apply<br />10<br />
  11. 11. Golden Rule<br />Life<br />Treat others as you would want to be treated<br />Google<br />Create and promote content you would want to consume, read, share, etc.<br />11<br />
  12. 12. Keywords<br />Where does one find them?<br />“google keyword tool”<br />Bookmark it!<br />Analytics<br />Clients & Their Customers<br />See “Search Marketing PreLaunch Survey”<br />12<br />
  13. 13. Keywords<br />What qualities must they possess?<br />Relevant<br />Popular<br />Not Overly Competitive<br />See<br />13<br />
  14. 14. Keywords<br />Where does one place them?<br />Page Titles<br />Once : Limit 64 Characters<br />Meta Descriptions<br />1-2 Times : Limit 155 Characters<br />Meta Keywords<br />Repeat every word in Title and separate with commas<br />Headlines, HTML Text & Alt Tags<br />H1 tags if possible<br />14<br />
  15. 15. Keywords<br />Where does one implement such mystical algorithmic niblets?<br />15<br />
  16. 16. Pages = Destinations<br />16<br />From One Person to Another<br />Home Page is Most Likely Destination<br />
  17. 17. Pages = Destinations<br />17<br />From “The Google”<br />Every Page is a Possible Entry Point<br />
  18. 18. Duplicate Content<br />Who is the real JCVD?<br />18<br />
  19. 19. About Panda<br />Wall Street Journal Article<br />“JC Penney is gaming the system”<br />Google Responds<br />JC Penney and others begin to fall in rankings<br />Panda-monium Ensues<br />Another WSJ read:<br />19<br />
  20. 20. About Panda<br />Good News: No more writing for robots<br />20<br />
  21. 21. Panda Implications<br />Good News:<br />Humans Rule (yay humans!)<br />Basic Optimization Techniques Still Relevant<br />Content Promotion is Paramount<br />Analytics Even More So<br />21<br />
  22. 22. Panda Implications<br />Stuff That Works:<br />Education Marketing (No, Not UOP)<br />Teach someone something<br />Utility Marketing (No, Not SRP)<br />Make someone’s life easier<br />Entertainment Marketing (No, Not PCP)<br />Make someone laugh, cry, question, or evoke some kind of emotion<br />22<br />
  23. 23. Design & SEO<br />23<br />
  24. 24. Design & SEO<br />Good Luck in Your Future Endeavors:<br />Sites built exclusively in Flash<br />Frames<br />Graphic Text<br />Excessive Java Script<br />Black Hat SEO (white text, etc.)<br />24<br />
  25. 25. Design & SEO<br />Technical Audit Components<br />Titles & Meta Tags<br />Sitemaps<br />Keyword Rich Text & Headers<br />Links (can never get enough)<br />Canonicalization<br />CSS & Image Disabling (use browser plugin)<br />External Script<br />Robots.txt<br />25<br />
  26. 26. The Role of the Link<br />Important Google Updates in ‘05<br />Jagger<br />Big Daddy<br />Links now impact search engine positioning<br />26<br />
  27. 27. Virtual Endorsements<br />Links Are Like Votes<br />The more you earn from relevant sources, the better you look in Google’s eyes<br />Not all links are created equal.<br />For example…<br />27<br />
  28. 28. Virtual Endorsements<br />Let’s say I’m applying for a job as a software developer.<br />My References:<br />28<br />
  29. 29. Competitive Link Analysis<br />Open Site Explorer<br />Majestic SEO<br />Excel<br />See<br />Google Other Link Opportunities<br /><br />29<br />
  30. 30. Fun with Link Building<br />30<br />
  31. 31. A New Search Engine Spider<br />31<br />Strategic Guide<br />Researcher<br />Social Butterfly<br />Writer / Producer<br />Technical Savant<br />Data Hound<br />Competitive Analyst<br />Sales Person / Pitchman<br />
  32. 32. Local Listings<br />32<br />
  33. 33. Local Listings<br />Claim with a Client-specific Email Address<br />Provide Business Detail<br />Assign Relevant Categories<br />Optimize Description Like SEO<br />Photos & Video<br />Encourage Reviews (Glowing Ones)<br />Add an Offer<br />Promote with Google Boost if Necessary<br />33<br />
  34. 34. Local Listings<br />A Crucial (and annoying) Step<br />34<br />
  35. 35. Local Listings<br />35<br />
  36. 36. Paid Search<br />36<br />Keywords .<br />Ads<br />Landing Pages<br />
  37. 37. Bare Necessities<br />Setting Up A Campaign<br />What is the primary objective?<br />Specific Geography?<br />Language Restrictions?<br />Campaign Budget?<br />Campaign Timeframe?<br />What is Target Cost per Lead/Sale?<br />Keyword Research<br />Match Types…<br />37<br />
  38. 38. tampa umbrella store<br />38<br />
  39. 39. Broad Match<br />tampa umbrella store<br />tampa umbrella store<br />tampa toy store<br />windproof umbrella<br />patio umbrella<br />tampa bay lightning<br />umbrella stands<br />39<br />
  40. 40. Phrase Match<br />“tampa umbrella store”<br />tampa umbrella store<br />tampa umbrella store directions<br />tampa umbrella store coupons<br />south tampa umbrella store<br />tampa umbrella store sale<br />40<br />
  41. 41. Exact Match<br />[tampa umbrella store]<br />tampa umbrella store<br />41<br />
  42. 42. Modified Broad Match<br />tampa +umbrella store<br />tampa umbrella store<br />umbrella outlet<br />rectangular umbrellas<br />beach umbrela site<br />umbrellas with rainbow colors<br />42<br />
  43. 43. Modified Broad Match<br />tampa +umbrella +store<br />tampa umbrella store<br />clearwater umbrella store<br />store umbrellas<br />best umbrela stores<br />the umbrella store<br />43<br />
  44. 44. Match Types<br />44<br />Broad Match<br />Modified +Broad +Match<br />“Phrase Match”<br />[Exact Match]<br />
  45. 45. Display Network<br />Broaden Your Reach Further<br />45<br />
  46. 46. Paid Advertising<br />Search Engine Advertising<br />Headline: 25 characters<br />Description Line 1: 35 characters<br />Description Line 2: 35 characters<br />Display URL<br />Dynamic Keyword Inclusion<br />{KeyWord:Your Sample Headline}<br />46<br />
  47. 47. Paid Advertising<br />Ad Testing<br />AB Splits<br />Multivariate (aka Taguchi)<br />47<br />Headline<br />Headline<br />Headline<br />Headline<br />Description<br />Description<br />Description<br />Description<br />Display URL<br />Display URL<br />Display URL<br />Display URL<br />
  48. 48. Landing Pages<br />Landing Pages<br />Rule #1 – Convey Relevance Always<br />Rule #2 – For Every Ad Group, A Page<br />Rule #3 – Allow for Continuous Editing<br />Rule #4 – Test If Possible<br />48<br />
  49. 49. Landing Pages<br />Google Website Optimizer<br />49<br />
  50. 50. Quality Score<br />Keyword Relevance<br />Landing Page Quality<br />Landing Page Load Time<br />Ad performance<br />Account history<br />Historical Clickthrough Rate<br />50<br />
  51. 51. Measurement<br />Traffic by Campaign<br />Actions by Campaign<br />Campaign Spend<br />Cost per Action<br />Cost Per Click<br />Conversion Rate<br />Keyword Performance<br />51<br />
  52. 52. Some Helpful Tools<br />52<br />“google URL builder”<br />
  53. 53. Paid Search<br />53<br />
  54. 54. Questions<br />What are you still dying to know about?<br /><br /> 480.389.5435<br />