This document discusses search marketing and provides an overview of key topics including search engine optimization (SEO), search engine marketing (SEM), and developing a search plan. It notes that Google accounts for over 50% of global search traffic and outlines basics of how search engines and pay-per-click (PPC) work. The document reviews on-page and off-page SEO factors, using Google Webmaster Tools, and optimizing SEM campaigns. It stresses the importance of researching keywords, developing targeted content and landing pages, and continuously reporting and optimizing search strategies.

1. Search Marketing
IOETI Refresher, June 2015
Ahmed El-Sherif

2. Topics
 Why Search?
 Search Basics
 SEO – Search Engine Optimization
 Webmaster
 SEM – Search Engine Marketing
 Search Plan

4. Why Search?
 SEs are top websites worldwide
 5.7 Billion Google searches/day
 >10 Billion Global searches/day
 ~100 Million Searchers/day
 Targeted top traffic source
 The customer is searching for you!

6. Search by Country

7. Global Market Share
Google
53.74%Baidu
31.32%
Bing
10.81%
Yahoo!
3.52%
AOL
0.15%
Ask
0.07%
Other
0.39%
Google
Baidu
Bing
Yahoo!
AOL
Ask
Other

8. Google Ad spend by Industry

9. Search Basics

12. On average, 71.33% of searches resulted in a ‘Page one’ Google organic click.
Page two and three get only 5.59% of the clicks.
On the first page alone, the first 5 results account for 67.60% of all the clicks and
the results from 6 to 10 account for only 3.73%.

13. Web Metrics
 Impressions > Clicks > Conversions
 CTR Conversion Rate
 CPM > CPC > CPA
 Bounce rate - Time spent - Pages/Visit
Returning visitors
 Page rank - Quality score

14. How SE work?

15. How PPC works?

16. SEO
Search Engine Optimization

17. SEO
 Architecture & Navigation
 Sitemap.xml & Robot.txt
 On-page (landing pages)
 Off-page
 Black / White hat

18. On-Page optimization

19. SE Webmaster
 Submit to Index
 Check errors
 Backlinks
 Queries
 Structured data

20. Google Webmaster

21. SEM
Search Engine Marketing

22. SEM
 Search - Display - Video - Product listing
 Campaign > Adgroup > Ad & Keywords
 Targeting & Spend
 Bidding x Quality Score = Rank Score
 Optimization & A/B testing
 Match types, Smart & Negatives
 Dynamic Ads
 Success factors: USP & Copywriting, Relevancy & Grouping
 Benefits: Budget management – Cost effective –
Speedy, Scalable, Quality & Continuous Traffic/Revenue

23. Google Adwords

24. Search Plan

25. SEO vs. SEM
SEO SEM
Cost Low High
Time Slow Fast
Traffic Irregular Constant
Quality Uncontrolled Controlled
Competition High Varies

26. Search Plan
Business Analysis
 Goals (Branding / Lead gen / Sales)
 Time & Budget
 Targeting & Channels (e.g Yandex for Russians)
Research
 Competitor analysis
 Keyword research: KeywordDiscovery.com – SemRush.com - Allseosoftware.com
 Query types: Generic/Specific, Informational, Navigational, Transactional
 Match keywords due to Goals & Buying cycle
Content Development
 Ad media & message (USP & CTA)
 Landing page (On-page SEO, Buying cycle, UX)
Campaign
 SEM campaign
 Link building campaign
Reporting & Optimization

27. Implementation
Cost
Cost
Cost
CostTime
Time
Time
Time
Quality
Quality Quality
Quality
Self-study Freelance Employ Outsource
Low----------------------------High
Cost
Time
Quality

28. Topics
 Why Search?
 Search Basics
 SEO – Search Engine Optimization
 Webmaster
 SEM – Search Engine Marketing
 Search Plan
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29. Thank You
Ahmed El-Sherif
www.Linkedin.com/in/elsherif