The document provides an overview of inbound marketing and search engine optimization. It discusses paid, owned, and earned media and how search engine programs like SEO and paid search work. Key areas covered include the importance of search, search engine basics, organic and paid search optimization, social media and search integration, and new issues in search like real-time and personalized results. Testing is emphasized as critical to success.
Digital Marketing Analytics Certification - Session OneBrand Digital, Inc
The first deck used in a professional certification course for the University of Washington on digital marketing analytics. The first quarter is built on the foundation of how digital marketing works, the second quarter is getting deeper into specific tools and the third quarter is all case studies and class projects.
These slides are taken from a presentation our Compliance Director gave at the Festival of Marketing 2017. It covers the essential information you need to know about GDPR, answering the big questions for marketers.
Leverage all the customer data you have collected over the years and use these simple data analytic techniques to align your marketing expense better and identify your best customers.
The Roles of Analytics in Digital MarketingT.S. Lim
Presentation at the 4th Indonesian Statistical Analysis Conference (ISAC) 2018, held on Thursday, November 8, 2018 at the Parahyangan Catholic University Graduate School.
Digital Marketing Analytics Certification - Session OneBrand Digital, Inc
The first deck used in a professional certification course for the University of Washington on digital marketing analytics. The first quarter is built on the foundation of how digital marketing works, the second quarter is getting deeper into specific tools and the third quarter is all case studies and class projects.
These slides are taken from a presentation our Compliance Director gave at the Festival of Marketing 2017. It covers the essential information you need to know about GDPR, answering the big questions for marketers.
Leverage all the customer data you have collected over the years and use these simple data analytic techniques to align your marketing expense better and identify your best customers.
The Roles of Analytics in Digital MarketingT.S. Lim
Presentation at the 4th Indonesian Statistical Analysis Conference (ISAC) 2018, held on Thursday, November 8, 2018 at the Parahyangan Catholic University Graduate School.
Harnessing Data for Better Customer Experience and Company SuccessTreasure Data, Inc.
As big data has exploded, the ability for companies to easily leverage it has imploded. Organizations are drowning in their own information, unable to see the forest through the trees, while the big players consistently outperform in their ability to deliver a great customer experience, faster, cheaper…As a result, the vast majority of companies are scrambling to catch up and become more agile, data-driven, to use their data more effectively so they can attract and retain their elusive customers...
In this joint deck by 451 Research and Treasure Data, you will learn how to enable your line of business team to own their own data (instead of relying on IT) to be able to:
- deliver a single, persistent view of your customer based on behavior data
- make that data accessible to the right people at the right time
- Increase organizational effectiveness by (finally) breaking down silos with data
- enable powerful marketing tools to enhance the customer experience
Is personal shopping personal enough yet? - Simon BloomMezzo Labs
Simon Bloom, Strategic Alliances Director at Webtrends, gave this insightful presentation at Mezzo Labs' "Disruptive Technology in Web Analytics" event in September 2014.
The new GDPR regulation went into effect on May 25th. While a majority of conversations have revolved around the security and IT aspects of the law, marketing teams will play a crucial role in helping organizations meet GDPR standards and playing a strategic role across the organization . Join us to learn more, engage with your peers and get prepared.
This webinar will cover:
- How complying with the GDPR will drive better marketing and raise the standard of the quality of your customer engagement
- The GDPR elements marketers must know about
- The elements of PII that will be affected and what marketers need to do about it
- A deep dive on how GDPR regulations will affect your marketing channels - email, programmatic advertising, cold calls, etc.
- Tactical marketing updates needed to meet GDPR guidelines
With all the talk about predictive, a new question is emerging - can you identify prospects who are in-market but not on your site? Is intent data a good source of net new leads?
People are increasingly expecting more personalized content and better customer experiences, but not at any cost. For marketers, it means rethinking the formats of content to reach customers across devices, the promotions to offer them based on time and context, or the alerts and notifications to push when they step into a physical store. Learn how Customer Data Platform technology allows marketers to gain a 360° view of their customers and personalize the customer experience.
Adrian kingwell, Mezzo Labs - Making Data PersonalMezzo Labs
Adrian Kingwell, Founder and Director at Mezzo Labs, gave this presentation at Mezzo Labs' "GAWA8: This Time it’s Personal: the Future of Marketing in Financial Services" event in November 2015.
The Difficult Art of Quantifying Return on Digital InvestmentsCapgemini
Most companies today are struggling to measure the impact of digital initiatives. Even among digital leaders, nearly one in two organizations do not create business cases for digital investments. Why are companies struggling to measure digital investments? How can they measure their digital initiatives? How should organizations plan their digital investments?
Transforming Your Revenue Engine: How Verizon uses AI and Data to Accelerate ...Lattice Engines
While marketing at Verizon was hitting their lead generation targets, alignment with sales was lacking, which can negatively impact revenue. This session will provide a look at how Verizon used the Lattice Engines AI platform to identify the highest quality leads and accounts, and provided sales with deep data about each of those leads to drive highly contextualized conversations. With AI and data, Verizon was able to improve sales and marketing alignment and drive an increase in revenue.
Key takeaways:
1. Key use-cases for AI and how it can support your sales and marketing alignment
2. Lessons learned when driving sales and marketing alignment at scale
3. How to drive sales adoption and follow-up on leads provided by marketing
Harnessing Data for Better Customer Experience and Company SuccessTreasure Data, Inc.
As big data has exploded, the ability for companies to easily leverage it has imploded. Organizations are drowning in their own information, unable to see the forest through the trees, while the big players consistently outperform in their ability to deliver a great customer experience, faster, cheaper…As a result, the vast majority of companies are scrambling to catch up and become more agile, data-driven, to use their data more effectively so they can attract and retain their elusive customers...
In this joint deck by 451 Research and Treasure Data, you will learn how to enable your line of business team to own their own data (instead of relying on IT) to be able to:
- deliver a single, persistent view of your customer based on behavior data
- make that data accessible to the right people at the right time
- Increase organizational effectiveness by (finally) breaking down silos with data
- enable powerful marketing tools to enhance the customer experience
Is personal shopping personal enough yet? - Simon BloomMezzo Labs
Simon Bloom, Strategic Alliances Director at Webtrends, gave this insightful presentation at Mezzo Labs' "Disruptive Technology in Web Analytics" event in September 2014.
The new GDPR regulation went into effect on May 25th. While a majority of conversations have revolved around the security and IT aspects of the law, marketing teams will play a crucial role in helping organizations meet GDPR standards and playing a strategic role across the organization . Join us to learn more, engage with your peers and get prepared.
This webinar will cover:
- How complying with the GDPR will drive better marketing and raise the standard of the quality of your customer engagement
- The GDPR elements marketers must know about
- The elements of PII that will be affected and what marketers need to do about it
- A deep dive on how GDPR regulations will affect your marketing channels - email, programmatic advertising, cold calls, etc.
- Tactical marketing updates needed to meet GDPR guidelines
With all the talk about predictive, a new question is emerging - can you identify prospects who are in-market but not on your site? Is intent data a good source of net new leads?
People are increasingly expecting more personalized content and better customer experiences, but not at any cost. For marketers, it means rethinking the formats of content to reach customers across devices, the promotions to offer them based on time and context, or the alerts and notifications to push when they step into a physical store. Learn how Customer Data Platform technology allows marketers to gain a 360° view of their customers and personalize the customer experience.
Adrian kingwell, Mezzo Labs - Making Data PersonalMezzo Labs
Adrian Kingwell, Founder and Director at Mezzo Labs, gave this presentation at Mezzo Labs' "GAWA8: This Time it’s Personal: the Future of Marketing in Financial Services" event in November 2015.
The Difficult Art of Quantifying Return on Digital InvestmentsCapgemini
Most companies today are struggling to measure the impact of digital initiatives. Even among digital leaders, nearly one in two organizations do not create business cases for digital investments. Why are companies struggling to measure digital investments? How can they measure their digital initiatives? How should organizations plan their digital investments?
Transforming Your Revenue Engine: How Verizon uses AI and Data to Accelerate ...Lattice Engines
While marketing at Verizon was hitting their lead generation targets, alignment with sales was lacking, which can negatively impact revenue. This session will provide a look at how Verizon used the Lattice Engines AI platform to identify the highest quality leads and accounts, and provided sales with deep data about each of those leads to drive highly contextualized conversations. With AI and data, Verizon was able to improve sales and marketing alignment and drive an increase in revenue.
Key takeaways:
1. Key use-cases for AI and how it can support your sales and marketing alignment
2. Lessons learned when driving sales and marketing alignment at scale
3. How to drive sales adoption and follow-up on leads provided by marketing
Keeping Content Searchable In Google's WorldMartino Flynn
Search engines, specifically Google, are continually making changes to the their algorithms to improve user experience. With a greater emphasis on quality content and social media, the responsibility of search engine optimization (SEO) has begun to shift towards public relations.
The following presentation was given by our digital media supervisor, Bob Burch, at the Northeast Regional Conference for the Public Relations Society of America (PRSA) and teaches PR professionals the basics of SEO and how it applies to them.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
Nonprofit Websites: If You Build It, They Will Come … NOT!Joseph LaMountain
A website doesn’t generate traffic on its own. But search engine optimization (SEO) can help nonprofits quickly build a large audience online. Using SEO, the American College of Allergy, Asthma and Immunology increased search engine-directed traffic to its website by 192 percent, use of the website’s allergist referral tool by 72 percent, and time spent on the website by 38 percent.
SEO increases the relevance of your website in the eyes of popular search engines, and thus moves your site’s URL closer to the top of search engine results for the terms your audiences search for the most. SEO begins by developing content around the terms people use to find your content online. It also includes increased inbound links from other relevant websites, banner ads, minor design changes, and strategically placed advertising in search engine results for the keywords associated with your content. Using this approach, the American Orthopaedic Society for Sports Medicine achieved No. 1 Google rankings for the five most frequently searched phrases related to youth and sports injuries.
In this session we’ll discuss how SEO works and how nonprofit communications professionals use it to grow their online visibility. Speakers include Reingold Vice President Joseph LaMountain, Director of Web Design Jordan Sheckman, and Senior Digital Marketing Associate Brooks Lape.
Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
10 Ways Search Marketing for B2B is Different...and How to Maximize ResultsStacy Sutton Williams
B2B marketers have unique challenges, ranging from a long sales cycle with multiple "touches" to being in a complex space with rapidly evolving language and keywords. Stacy Williams' presentation to B2BCamp Atlanta shows how B2B marketers can best leverage search engine marketing (both SEO and paid search).
5 Ways to Leverage PPC in the Holiday SeasonHubSpot
Getting marketing results fast during the holiday season is tough. One way you can do it is through pay-per-click (PPC) ads.
Find out how you can use PPC to drive more traffic and conversion opportunities to your website during the holiday season.
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
The Fundraising Summit: Maximizing Online Donations with Google Grants Vivanista
A recent study by Blackbaud found that petitioning donors online can triple the amount of funds organizations receive. One of the most effective ways to reach potential donors online is through advertising platforms like Google AdWords. Fortunately for non-profits, the Google Grants program provides free advertising to qualified organizations.
2. What We Will Cover Today
• Internet Media Spend – Global Perspective
• 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
Page 2 Confidential
3. Worldwide Media Spend
Source: Nielsen Global AdView – Q1 2012
• Internet media spend continues to be the fasted growing segment
• However, it is still TINY compared to the big boys
Page 3 Confidential
4. Differences Between Media Time & Dollars
• Print is WAY over subscribed when it comes to time vs ad spend
• Mobile and Internet are STILL the biggest opportunities
Page 4 Confidential
5. P.O.E.M. Customer Acquisition Model
Paid Media Owned Media Earned Media
aka - Campaigns aka – Nurture & Retention Aka: Inbound Marketing
Characteristics » Money = Traffic, No money, » A person is “known” » Cost is effort
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
5
» Customer Service Response » PR & Blogger Engagement
Page 5 Confidential
5
7. 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
to brand navigation
Focused, active traffic
• 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
• 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
Page 7 Confidential
8. 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
Page 8 Confidential
9. 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
Page 9 Confidential
10. 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.
Page 10 Confidential
11. Example of a Content Ad Network Placement
Content Network:
Page content
mapped to your
keywords. Highly
efficient buy, but
lower in quality.
Page 11 Confidential
12. 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!
Page 12 Confidential
13. 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
Page 13 Confidential
14. How Web 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)
Page 14 Confidential
15. Google is Evolving to the Knowledge Graph
• Google wants to give you the exact information you want > quickly
• Moving beyond text and pages to video, images, books, maps, sound
• 500 million people, places, things with 3.5 billion associated items
• New search structure and UI to get you there more quickly
Page 15 Confidential
16. 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!
Page 16 Confidential
17. Core Components of SEO
SEO has three major components
• Technology
• Site and page optimization
• Crawlability and indexing
• Content
• Keyword Focus
• The Number and Quality of Pages
• Authority
• Domain & Pages
• The Quality & Number of Links
• Social Media Signals
• Keyword Strategy & Focus
Page 17 Confidential
18. Local SEO – Different Set of Tactics
• Triggered by physical address –
need to highlight on site
Individual page for each store
• Matched to searchers IP address
• Keyword categories drive local
Pizza, dry cleaners, etc.
• Additional elements
Map
Address
Hours
Reviews
Images
• Local directories and business
listings like Bing, Yellow
Pages, Yahoo, etc.
• Reviews in Yelp, Urban
Spoon, Google, etc. add
authority to site
• Build authority from local links
and local social influencers
Page 18 Confidential
19. 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.
Page 19 Confidential
20. 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, Pinterest
• 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
Page 20 Confidential
21. Twitter – Another Form of Social Search
• Looks like a cross between email and search engine
• Hashtags and @ symbols drive direct keyword relevance
• Popular topics drive HUGE traffic
• Find people who are talking about topics you are interested in
• Now Twitter feeds in Google and Bing (just announced)
Page 21 Confidential
22. Pinterest
• Visual collection of thoughts – virtual pin board
• Easy to share, re-pin and collect from around the web
• High percentage of women > 80%+
Page 22 Confidential
23. 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 Pinterest
out through your account Your Site
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
Page 23 Confidential
24. 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 required, Organizational Very few companies
requirement time” but metrics question impact across are here yet –
starts to bubble up mostly agencies
Page 24 Confidential
25. 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.
Less Common
CPC: Provides targeted placement at less risk than
Publisher Risk
CPM, but impressions are not guaranteed and risk of
forced and/or incentive clicks.
CPA, CPL 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.
Page 25 Confidential
26. 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!
Page 26 Confidential
27. 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
Page 27 Confidential
28. Paid Search Testing is Critical
• The success of your program depends on testing and your
ability to incrementally 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?
Page 28 Confidential
29. 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
Page 29 Confidential
30. New Issues with Search Engines
• Competition
Bing running Yahoo search – impact is negligible so far?
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
• 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
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, iPad, Surface, Blackberry, Google Android Platform
Different search results based on mobile intent – directions, reviews, local, etc.
• Authorship
Assigning authorship to person who created content
Adds a picture of author to search engine results page for better CTR
Page 30 Confidential
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!
Page 31 Confidential
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
Page 32 Confidential
33. Appendix – SEM Resources
SEO Technical Resources RSS Feed Resources
• www.robotstxt.org/wc/active/html/in www.marketingprofs.com
dex.html (list of bots) www.feedster.com (find feeds)
• www.webmonkey.com (developer site www.netgator.com
with good tips for SEO)
www.firefox.com
SEO Strategic Resources
• www.searchenginewatch.com Local Search Resources
• www.branddigital.net www.geolocal.com/
• www.bruceclay.com/
• www.clickz.com
Paid Search Resources
SEO Free Tools http://www.payperclicksearchengines.com/
• www.marketleap.com
• www.seotoolkit.com
Page 33 Confidential
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/
Page 36 Confidential
37. 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
Page 37 Confidential
38. 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.
o MP3 Player vs ipod 4GB nano black
o 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)
Page 38 Confidential
39. 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
Page 39 Confidential
40. 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
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41. 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 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.
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