This document provides an overview of search marketing techniques including paid search (PPC), organic search (SEO), and how to get started with setting up search campaigns. It discusses key concepts like keywords, ad writing tips, landing page optimization, and both on-page and off-page optimization factors that can help improve organic search rankings. Specific tactics covered include title tag optimization, internal linking, finding relevant external links, and avoiding reciprocal linking to build a natural backlink profile.

1. Search Marketing Nuts and Bolts

4. Organic

6. $ $ FREE(ish)!

9. A Little Vocabulary…

21. SERP – Search Engine Results Page

22. Paid Search

24. What Makes PPC So Cool?

25. Bus Bench Marketing

26. $1250/mo +

29. Cumbersome?

30. Yellow Pages are Expensive (in more ways than one)

32. Active Searchers

33. You Only Pay for ACTION!

35. Presell

36. Collect the Lead

38. Where to do PPC

41. Beware of the Clones…

47. What are Your Keywords?

51. Time to Place a Bid

52. 1 “Health Insurance” Click = $5 - $7

53. 1 “Auto Insurance” Click = $6 - $10

54. 1 “Mesothelioma” Click = $100

55. WOWIE!

57. It’s Showtime!

60. Google Rewards the Most Profitable Ads

61. It’s Expensive to be Google

67. PPC in a Nutshell

68. Didn’t he say something about FREE traffic?

69. Search Engine Optimization

70. Organic

71. Organic How Do Sites Get There?

74. In Reality: It’s All About the Algorithm

79. SEO is Like Teaching a Computer

80. On-Page and Off-Page Factors

84. Help the Bot Understand

87. Pyramids are Good

89. Off-Page Optimization (a.k.a the “Hard Stuff”)

90. It’s All About the Links

91. Look Ma! It’s the Intarweb!

93. Where do Links Come From?