How startups can leverage SEO & SEM to accelerate business growth. - learning the basics and best practices - identifying key trends - guidance on how you can apply these techniques to your small business - looking at past & present TradeGecko campaign examples

1. How startups can leverage SEO & SEM
to accelerate business growth
Alberto Rodriguez & Alex Smee

2. Alberto Rodriguez
Performance Marketing Manager
Alex Smee
Head of Marketing Design

4. 15,494
Users
$12m
Funding
88
Countries
95
Employees
2012
Established
3
Offices

5. What is Search Marketing?
What is your Ideal Customer Profile?
The search funnel
Creative materials
Key takeaways

6. What is Search
Marketing?

7. User intent

8. What is your
Ideal Customer
Profile?

9. SEARCH
INTENT
Build a Search
Funnel
-
+

10. Blog post
+ SOCIAL MEDIA
AMPLIFICATION
Keyword Action PriorityRANK
#42 MEDIUMKW#1
CONTENT REWRITE
+ LINK BUILDING
#8 HIGHKW#2
INFOGRAPHIC +
WEBSITE PAGE
#26 HIGHKW#3
Build a keyword to
content map for SEO

11. How do we use these
strategies when designing
creative material?

12. No navigation menu
Focused content, no links
Shows a clear funnel in
order to optimize
conversion rate
Conventional website
Navigation menu
Rich in written content
and jump-off points
Contextual internal links
are important
Dedicated landing page
Landing
page
anatomy
SEO SEM

13. Our conventional website with an open sitemap
SEO

16. Visitors arriving from paid search listings
SEM

19. What are some other ways
we bring visitors to our
landing pages?

20. Display
ads

21. What else?

22. Reorder Point Calculator
#2 result
622 sign-ups
Search marketing
success stories
Excel Spreadsheet Inventory
Management
#1 result
2,708 sign-ups
SKU Generator
#1 result
1,337 sign-ups

23. Search marketing
success stories
Pick Pack for Shopify
on iOS App Store
#1 for “pick pack”
#4 for “shopify”
8,068 units

24. What are our key
takeaways?

26. Thanks for listening!
Any questions?