This document summarizes an advanced search engine marketing presentation. It discusses how search engines work to rank websites, the importance of keywords, and measurement strategies for search engine optimization and paid search campaigns. Key points include choosing relevant keywords, incorporating keywords throughout websites, combining SEO and paid search for stronger results, and using data to optimize campaigns and measure success metrics like cost per acquisition and return on ad spend. The presentation also notes future considerations like the growing importance of mobile search and user-generated content.

1. Advanced Search Engine Marketing Presented by Jeff Adelson-Yan, Co-Founder & Managing Partner

2. 3 exabytes (3.0x10ˆ19) “Data is the most consumed product and it affects all others.”-J. Walker Smith 3 exabytes created every 48 hours = all info created through 2003

3. In 1993 __________ pages existed on the worldwide web.1 50 387,000,000 Today, ____________ pages are being indexed on Google alone for the term “search marketing”.2 1United Nations Data, 1994 2Google, January 13, 2011

4. There are 76.1 billion searches conducted each month.1 To whom did we pose questions BG? 1Google, 2010

6. They want to process sites and rank sites using factors that they think human searchers would use

8. Only form of advertising that fulfills demand as opposed to creating it

9. Provides information as the customer is seeking it

10. Campaign Structure

11. Increase campaign relevancy with tightly focused keywords and text ads

12. The Long-Tail

13. 25% of daily searches have never been seen before by the search engines1

14. Build out the long-tail to target searchers in different phases of the purchase funnel

15. Testing and Refinement

16. Continuous optimization and testing of new keywords and text ad creative1Source: Avinash Kaushik, 2009

17. Complimentary Strategies

19. Utilizing both strategies increases density of listings on search results pages

20. As optimization improves organic search ranking, the cost per click on branded keywords can be reduced on Paid Placement campaigns

21. Organic Search Optimization is a long-term strategy, whereas Paid Placement campaigns will produce more immediate, measureable results

23. Understand the Power of our Keywords What humans see… what engines see

24. Understand the Power of our Keywords choosing the right keywords = RELEVANCY

25. Call Things What They Are Which language is your target audience more likely to use? “Honey, I’m going to Meineke for some Steering and Suspension Services.” OR “Honey, I’m going to Meineke to get my alignment checked.”

26. Consider the Location of Keywords 79% of users scan a webpage Source: Jakob Niellsen, 2010

28. The manner in which you arrange your content and keywords is critical to helping people find it faster because they’re scanning

31. What are the goals of campaign?

32. Determine the scalability/organization of the account in terms of budget and KPIs

33. Use keyword tools or existing analytics platforms to build a data-driven keyword list

34. Utilize keyword reports (if available) to determine keywords that are currently driving valuable traffic

35. Google Adwords Keyword Tool

38. Think plurals, misspellings, synonyms and other long-tail queries

39. Analyze the keyword list and reorganize/group keywords based on themes

40. Build preliminary list of Negative keywords

41. Ask yourself, “Which keywords in my initial keyword list might trigger an ad in an undesirable or irrelevant manner?”

43. Be methodical - think about how the account can be best organized for current needs and anticipate future growth and change

44. Be conscious of organizing keywords: Branded terms, head terms, mid-tail terms, long-tail terms, Geo terms, etc.

45. Segment into relevant ad groups

46. Aim for 5 (or less) unique keywords within each ad group

47. Write targeted text ads

48. Include keywords from the group in the text ad to increase relevancy

49. Include the brand in the ad when possible

50. Strong Calls to action

52. Higher quality score usually means higher position and Lower CPC

54. What Does Quality Score Influence?

56. Choose Relevant Keywords

57. Create straight-forward, targeted ads

58. Relevant landing page with relevant html copy

59. User-friendly site that loads fast

61. Needs to be unique and concise and explain the content on page

62. You typically have 66 characters to get your critical message out to users

64. Alt Image Attributes - Utilize both an alt image attribute and an image file name that is relevant and keyword friendly

65. Keyword Friendly URLs - Include keywords within your URL that match the content on the page.

66. Clear Heading Structure - Use Heading tags to present structure to site visitors and this easy to understand hierarchy will help the search engines better understand the page’s content (use <H1> tags for important headings and avoid over using heading tags)

67. Anchor Text - Use anchor text on important keywords when linking to internal web pages.

70. The robots.txt file is the first thing that the search engine looks for when it crawls a web page. If a robots.txt file is not on site, the search engine will reach an error page.

71. Place a robots.txt file in your root directory and make sure that the file name is all lower case.Sample robots.txt file User-agent: * Disallow: Disallow: /ext2 Disallow: /scripts Disallow: /dcr8 Disallow: /cms Disallow: /template Disallow: /zones Disallow: /tirequote

72. No end to the puzzle

73. Measurement & Reporting “Not everything that can be counted counts, and not everything that counts can be counted.” -Albert Einstein.

75. Search engine traffic

76. Paid vs. organic traffic

77. Conversions by channel/keyword

78. Top traffic-driving keywords

79. Top conversion-driving keywords

81. Segment by search engine to monitor different behaviors of each engine

82. Monitor other engagement metrics:

83. Average page views per visitor

84. Average time on site

85. Bounce rate

87. Create business rules to optimize campaign that capitalize on efficiencies discovered in the data mining process

89. Initial optimizations

90. Cost-per-name

93. Sales data with profit margin data

94. Profitability/Best CustomersCPA/KPI (good) ROAS (better) ROI (best)

96. Create relevant and focused paid search campaigns to give you a higher quality score and better overall performance

97. Keep in mind SEO best practices when incorporating your important keywords into your web site

98. Combine the strengths of your SEO and PPC campaigns to develop a strong SEM campaign

99. Use data to measure, refine and assign a value to your SEM initiatives

101. Mobile search

102. The future mobile search

103. Increasingly less control 25% of Search Results For the World’s Top 20 brands are Links to user-generated content 34%_of_bloggers_post_opinions_about_products Source: Marketing Vox and Nielsen BuzzMetrics SES Magazine June 8 page 24-25

105. People you “follow”

106. Known public authoritiesSource: Google & Bing via Danny Sullivan Interview, 2010

107. Reject faith-based decisions

108. Make evidence-based decisions

109. Share and extend the knowledge

110. Questions? Thank you! Or: email: jeff@levelwing.com phone: +1 646 216 8334 follow on Twitter: @jeffadelsonyan