Search marketing involves both paid search (Paid) and organic search (Organic). Paid search involves paying for ad placement, while organic relies on relevancy. An effective search marketing strategy requires optimizing account structure, keywords, ad copy, and landing pages for paid search. For organic search, optimizing on-page elements like titles, descriptions, URLs and images as well as off-page elements like links and social signals can help improve rankings. Maintaining fresh, keyword-optimized content is also important for both paid and organic search performance.
A successful SEO strategy is built upon targeting the right type of keyword. When you research and identify your best keyword opportunity, you can drive the most targeted and conversion friendly traffic to your website.
To know what keywords will be best for your site / business, it is first important to know what type of keyword to target.
This presentation will give you a detailed idea about type of keywords, which will definitely help you with your keywords research.
This document discusses the structure and planning of a pay-per-click (PPC) campaign. It recommends organizing campaigns into ad groups of no more than 50 keywords each. It also provides guidance on keyword research, matching strategies, creative development, and budgeting/bidding strategies. The goal is to maximize reach and visibility while maintaining quality scores and staying within budget.
Kacha resort and spa koh chang Digital Marketinggigging2002
This document discusses internet marketing strategies for travel businesses. It outlines three key steps: 1) optimize the company website through search engine optimization techniques like keyword optimization of titles, descriptions and content; 2) use social media platforms like Facebook, YouTube, and TripAdvisor to engage customers and build the brand; 3) implement paid promotion strategies like pay-per-click advertising to drive traffic to the website and social media pages. The goal is to use both owned media like the website and earned social media, as well as paid promotion, to acquire new customers and engage existing customers online.
The document provides guidelines for writing different types of articles for 12BET's sportbook and casino sections. It outlines word counts, recommended media, use of keywords and logos, and factors that make articles unique and trending. Examples of good article formats are also included, along with methods for checking article uniqueness, finding hot topics and videos, and tracking content using footprints and SEO operators. Workflow diagrams show the content creation and reporting process.
The document provides guidance on improving website structure for search engine optimization. It recommends using descriptive URLs with relevant words that are easy for users to understand and remember. URLs should be simple rather than lengthy with unnecessary parameters. It also suggests creating a simple directory structure and using categories and filenames that help search engines effectively crawl and index website content.
Google search engine-optimization-starter-guidearhun
The document provides guidance on improving website structure for search engine optimization. It recommends using descriptive URLs with relevant words that are easy for users to understand and remember. URLs should be simple rather than long and cryptic. It also suggests creating a simple directory structure and using categories and filenames that help search engines effectively crawl and index website content.
The document provides guidance on improving website structure for search engine optimization. It recommends using descriptive URLs with relevant words that are easy for users to understand and remember. URLs should be simple rather than lengthy with unnecessary parameters. It also suggests creating a simple directory structure and using categories and filenames that help search engines effectively crawl and index website content.
Metadata is key to discovery in for both print and digital books. This presentation shows small presses what metadata is and how to use it for marketing your titles through Bowker's products and other online sites.
A successful SEO strategy is built upon targeting the right type of keyword. When you research and identify your best keyword opportunity, you can drive the most targeted and conversion friendly traffic to your website.
To know what keywords will be best for your site / business, it is first important to know what type of keyword to target.
This presentation will give you a detailed idea about type of keywords, which will definitely help you with your keywords research.
This document discusses the structure and planning of a pay-per-click (PPC) campaign. It recommends organizing campaigns into ad groups of no more than 50 keywords each. It also provides guidance on keyword research, matching strategies, creative development, and budgeting/bidding strategies. The goal is to maximize reach and visibility while maintaining quality scores and staying within budget.
Kacha resort and spa koh chang Digital Marketinggigging2002
This document discusses internet marketing strategies for travel businesses. It outlines three key steps: 1) optimize the company website through search engine optimization techniques like keyword optimization of titles, descriptions and content; 2) use social media platforms like Facebook, YouTube, and TripAdvisor to engage customers and build the brand; 3) implement paid promotion strategies like pay-per-click advertising to drive traffic to the website and social media pages. The goal is to use both owned media like the website and earned social media, as well as paid promotion, to acquire new customers and engage existing customers online.
The document provides guidelines for writing different types of articles for 12BET's sportbook and casino sections. It outlines word counts, recommended media, use of keywords and logos, and factors that make articles unique and trending. Examples of good article formats are also included, along with methods for checking article uniqueness, finding hot topics and videos, and tracking content using footprints and SEO operators. Workflow diagrams show the content creation and reporting process.
The document provides guidance on improving website structure for search engine optimization. It recommends using descriptive URLs with relevant words that are easy for users to understand and remember. URLs should be simple rather than lengthy with unnecessary parameters. It also suggests creating a simple directory structure and using categories and filenames that help search engines effectively crawl and index website content.
Google search engine-optimization-starter-guidearhun
The document provides guidance on improving website structure for search engine optimization. It recommends using descriptive URLs with relevant words that are easy for users to understand and remember. URLs should be simple rather than long and cryptic. It also suggests creating a simple directory structure and using categories and filenames that help search engines effectively crawl and index website content.
The document provides guidance on improving website structure for search engine optimization. It recommends using descriptive URLs with relevant words that are easy for users to understand and remember. URLs should be simple rather than lengthy with unnecessary parameters. It also suggests creating a simple directory structure and using categories and filenames that help search engines effectively crawl and index website content.
Metadata is key to discovery in for both print and digital books. This presentation shows small presses what metadata is and how to use it for marketing your titles through Bowker's products and other online sites.
This document discusses pricing writing services. It defines content marketing and quality content, and outlines different writing styles, specifications, and performance goals. It then describes three common pricing methods - pay per word, pay per hour, and pay per project - and provides pricing guidelines based on complexity, experience, and additional costs like editing and optimization. The document emphasizes that developing quality content is complex and requires both traditional and new curriculum in areas like content marketing, SEO, and analytics.
This document contains tips and best practices for setting up pay-per-click (PPC) advertising campaigns on Google AdWords. It discusses how to choose keywords, set up campaigns and ad groups, use negative keywords to refine targeting, and how to measure results to optimize campaigns over time. The overall message is that careful keyword research, testing, and ongoing analysis of metrics are needed to effectively use PPC to drive leads and sales.
Secret New Tools and Resources - August 2010WriterAccess
To get ahead the competition these days in the content marketing world, you need to expand your resources, tools and methodology for the madness. Join host Byron White and SpyFu's President Mike Roberts for a presentation of new releases that might just change the content marketing world as you know it.
Imagine instant access to thousands of writers that are one click away from creating the content you need to win the war of words on the web. Imagine reports and methodology at your fingertips that tell you how much, how often and how frequently you need to publish content to capture market share and mind share. This is top secret stuff, for your eyes only. So let's hope your competition does not show up to his invitation only Webinar.
This document provides an overview of search engine optimization (SEO) fundamentals. It begins with an agenda and definitions of SEO and the difference between natural/organic search and paid search. It discusses click-through rates and how page ranking impacts traffic. The rest of the document covers the three pillars of SEO success: technical optimization, on-page optimization, and off-page optimization. It provides guidance on keyword research, optimizing page elements, building links, and more. Additional resources for continuing SEO learning are also listed.
1. The document provides tips and resources for search engine optimization (SEO), including top SEO tools and resources, on-page and off-page optimization best practices, and a glossary of common SEO terms.
2. It lists the top 5 reasons to use SEO as high ROI, minimal risk, brand awareness, targeted traffic, and affordability.
3. Checklists are provided for on-page optimization factors like keywords, titles, and content, as well as off-page best practices like links, directories, and guest posting.
Search engine optimization SEO starter-guide by GoogleSimon Legouge
This document provides an overview of search engine optimization (SEO) best practices for webmasters. It explains that SEO involves making small modifications to a website that, when combined, can improve user experience and search engine performance. The guide covers topics such as creating unique page titles, using meta descriptions, improving URL structure and site navigation, optimizing content, dealing with crawlers, SEO for mobile, and promoting the website. An example fictional baseball card website is used to illustrate these SEO concepts.
The document provides an overview of search engine optimization (SEO) basics. It discusses key on-page elements that impact SEO rankings, such as title tags, meta descriptions, headings, image alt text, redirects, canonical tags, and duplicate content. It emphasizes the importance of unique, keyword-optimized content, proper internal linking structure, and avoiding technical issues like duplicate content to improve a site's search visibility and performance.
This document discusses various keyword research tools and strategies for finding keywords with high search volume and low competition. It provides tips on using tools like Google Keyword Planner, Keyword Elite, and Market Samurai to analyze search volume, competition level, and other metrics for keywords. The document also discusses using data on rankings, backlinks, and other online factors to evaluate keywords a website may already rank for and identify opportunities to improve rankings.
The document provides tips for optimizing a Google AdWords campaign, including starting with goals and understanding intent, organizing keywords and ads, focusing on relevance, using negative keywords, expanding keywords, and refining the campaign over time based on performance.
Mike Moran step by step search optimizationDaniel Nüüd
This document provides a 3-step process for search marketing success:
1. Get your site's pages indexed by search engines by removing barriers and creating site maps and lists.
2. Choose targeted keywords and optimize landing pages for each keyword by including the full keyword in titles and content.
3. Audit and optimize landing pages for keywords by including the keyword prominently and adding relevant internal and external links.
Presentation on the basics of local SEO brick & mortar retailers. Covers ranking factors, business listings, NAP business info (name address phone number), using getlisted.org, and Google+ Local
Local SEO - Pearl District Business Association - Jan 2013Jessica Ward
Basic presentation for the Pearl District Business Association on the top factors that help a local website to rank well on the Search Engine Results Page (SERPs). Presentation was done on behalf of SEMpdx.org and Amplify-Interactive.com.
Bdpa it thought leaders 1999 business planRon Cureton
The Office of the President aims to provide strategic direction and thought leadership for BDPA. Key initiatives include organizational planning through a two-year rolling strategic plan, relationship management by pursuing financial sponsorships, and organizational development such as establishing a BDPA University strategy and studying college student programs. The plan focuses on increasing membership value, marketing, professional training, and financial sponsorships.
My Jetsetter Internet Marketing ProposalJimmyKnowles1
This document provides an overview and plan for the proposed website MyJetsetter.com, which will offer completely customized travel planning services. The summary includes:
1) MyJetsetter will target four main consumer groups: families, business travelers, college groups, and couples. It will use a brokerage and advertising business model.
2) The website will differentiate itself by gathering consumer preferences and budget to design customized itineraries, handling all travel arrangements.
3) Key competitors like Expedia and Travelocity offer one-stop shopping but lack customization; MyJetsetter aims to fill this gap in the market.
4) The brand will position itself on offering a personalized experience through detailed consumer profiling and
Patricia Wynn oversees the corporate relations committee, which secured Conrail as a local sponsor in the past year. The committee works to generate monetary contributions and establish relationships with corporations. Areas for improvement include targeting more companies and entrepreneurs, and obtaining feedback to refine marketing skills and "sell" BDPA more effectively. The operating plan aims to ensure committee members are aware of sponsorship policies and able to present the program at any time.
Jimmy Knowles is a senior at Ithaca College studying Integrated Marketing Communications. He has extensive experience in event planning, public relations, and marketing through his roles as president of the senior class, an event planner for multiple campus organizations, and internships. His objective is to work in the entertainment industry in public relations or event planning for film, television, or theater upon graduation.
We've done healthcare bootcamps at swanky places like Harvard, Hopkins & MIT. But what happens when you do it in a place like Kentucky?
Here's a few fun slides for how to do something wonderful in healthcare.... when your not in Boston of the Bay.
This document discusses pricing writing services. It defines content marketing and quality content, and outlines different writing styles, specifications, and performance goals. It then describes three common pricing methods - pay per word, pay per hour, and pay per project - and provides pricing guidelines based on complexity, experience, and additional costs like editing and optimization. The document emphasizes that developing quality content is complex and requires both traditional and new curriculum in areas like content marketing, SEO, and analytics.
This document contains tips and best practices for setting up pay-per-click (PPC) advertising campaigns on Google AdWords. It discusses how to choose keywords, set up campaigns and ad groups, use negative keywords to refine targeting, and how to measure results to optimize campaigns over time. The overall message is that careful keyword research, testing, and ongoing analysis of metrics are needed to effectively use PPC to drive leads and sales.
Secret New Tools and Resources - August 2010WriterAccess
To get ahead the competition these days in the content marketing world, you need to expand your resources, tools and methodology for the madness. Join host Byron White and SpyFu's President Mike Roberts for a presentation of new releases that might just change the content marketing world as you know it.
Imagine instant access to thousands of writers that are one click away from creating the content you need to win the war of words on the web. Imagine reports and methodology at your fingertips that tell you how much, how often and how frequently you need to publish content to capture market share and mind share. This is top secret stuff, for your eyes only. So let's hope your competition does not show up to his invitation only Webinar.
This document provides an overview of search engine optimization (SEO) fundamentals. It begins with an agenda and definitions of SEO and the difference between natural/organic search and paid search. It discusses click-through rates and how page ranking impacts traffic. The rest of the document covers the three pillars of SEO success: technical optimization, on-page optimization, and off-page optimization. It provides guidance on keyword research, optimizing page elements, building links, and more. Additional resources for continuing SEO learning are also listed.
1. The document provides tips and resources for search engine optimization (SEO), including top SEO tools and resources, on-page and off-page optimization best practices, and a glossary of common SEO terms.
2. It lists the top 5 reasons to use SEO as high ROI, minimal risk, brand awareness, targeted traffic, and affordability.
3. Checklists are provided for on-page optimization factors like keywords, titles, and content, as well as off-page best practices like links, directories, and guest posting.
Search engine optimization SEO starter-guide by GoogleSimon Legouge
This document provides an overview of search engine optimization (SEO) best practices for webmasters. It explains that SEO involves making small modifications to a website that, when combined, can improve user experience and search engine performance. The guide covers topics such as creating unique page titles, using meta descriptions, improving URL structure and site navigation, optimizing content, dealing with crawlers, SEO for mobile, and promoting the website. An example fictional baseball card website is used to illustrate these SEO concepts.
The document provides an overview of search engine optimization (SEO) basics. It discusses key on-page elements that impact SEO rankings, such as title tags, meta descriptions, headings, image alt text, redirects, canonical tags, and duplicate content. It emphasizes the importance of unique, keyword-optimized content, proper internal linking structure, and avoiding technical issues like duplicate content to improve a site's search visibility and performance.
This document discusses various keyword research tools and strategies for finding keywords with high search volume and low competition. It provides tips on using tools like Google Keyword Planner, Keyword Elite, and Market Samurai to analyze search volume, competition level, and other metrics for keywords. The document also discusses using data on rankings, backlinks, and other online factors to evaluate keywords a website may already rank for and identify opportunities to improve rankings.
The document provides tips for optimizing a Google AdWords campaign, including starting with goals and understanding intent, organizing keywords and ads, focusing on relevance, using negative keywords, expanding keywords, and refining the campaign over time based on performance.
Mike Moran step by step search optimizationDaniel Nüüd
This document provides a 3-step process for search marketing success:
1. Get your site's pages indexed by search engines by removing barriers and creating site maps and lists.
2. Choose targeted keywords and optimize landing pages for each keyword by including the full keyword in titles and content.
3. Audit and optimize landing pages for keywords by including the keyword prominently and adding relevant internal and external links.
Presentation on the basics of local SEO brick & mortar retailers. Covers ranking factors, business listings, NAP business info (name address phone number), using getlisted.org, and Google+ Local
Local SEO - Pearl District Business Association - Jan 2013Jessica Ward
Basic presentation for the Pearl District Business Association on the top factors that help a local website to rank well on the Search Engine Results Page (SERPs). Presentation was done on behalf of SEMpdx.org and Amplify-Interactive.com.
Bdpa it thought leaders 1999 business planRon Cureton
The Office of the President aims to provide strategic direction and thought leadership for BDPA. Key initiatives include organizational planning through a two-year rolling strategic plan, relationship management by pursuing financial sponsorships, and organizational development such as establishing a BDPA University strategy and studying college student programs. The plan focuses on increasing membership value, marketing, professional training, and financial sponsorships.
My Jetsetter Internet Marketing ProposalJimmyKnowles1
This document provides an overview and plan for the proposed website MyJetsetter.com, which will offer completely customized travel planning services. The summary includes:
1) MyJetsetter will target four main consumer groups: families, business travelers, college groups, and couples. It will use a brokerage and advertising business model.
2) The website will differentiate itself by gathering consumer preferences and budget to design customized itineraries, handling all travel arrangements.
3) Key competitors like Expedia and Travelocity offer one-stop shopping but lack customization; MyJetsetter aims to fill this gap in the market.
4) The brand will position itself on offering a personalized experience through detailed consumer profiling and
Patricia Wynn oversees the corporate relations committee, which secured Conrail as a local sponsor in the past year. The committee works to generate monetary contributions and establish relationships with corporations. Areas for improvement include targeting more companies and entrepreneurs, and obtaining feedback to refine marketing skills and "sell" BDPA more effectively. The operating plan aims to ensure committee members are aware of sponsorship policies and able to present the program at any time.
Jimmy Knowles is a senior at Ithaca College studying Integrated Marketing Communications. He has extensive experience in event planning, public relations, and marketing through his roles as president of the senior class, an event planner for multiple campus organizations, and internships. His objective is to work in the entertainment industry in public relations or event planning for film, television, or theater upon graduation.
We've done healthcare bootcamps at swanky places like Harvard, Hopkins & MIT. But what happens when you do it in a place like Kentucky?
Here's a few fun slides for how to do something wonderful in healthcare.... when your not in Boston of the Bay.
Summary of open data and using it to benchmark providers to driver membership in government ACA programs. Delivered by Ashley Distler and Bryant Hutson of RowdMap at AHIP.
This document provides an overview of the typical contents and process for developing a business case. It discusses 8 phases for developing a business case including assessing needs, defining the business opportunity, investigating alternatives, evaluating alternatives, defining the project, preparing the report, and reviewing/presenting the business case. The summary highlights key topics like the executive summary, business opportunity, alternatives, benefits, costs, and financial analysis.
Report On The Hostel Scene from Vancouver BCGoMio.com
This document provides information about Vancouver and SameSun Backpackers hostel. It discusses Vancouver's population, industries including international trade, film/TV, technology and tourism. It then describes Vancouver's 15 hostels and backpackers, including SameSun which opened in 2004 and has 11 private rooms and 254 dorm beds. The document also outlines issues facing hostels like declining tourism, high taxes/costs, and competition from hotels. It describes how hostels work with tourism boards and the improvements SameSun made by upgrading all rooms.
This document provides an overview of search engine optimization (SEO) strategies and tactics. It discusses how SEO can increase website traffic and conversions. Key tips include determining SEO objectives and keywords, optimizing page content with those keywords, and continually measuring results to improve rankings over time. Regularly creating optimized content that search engines value, like articles and reports, is also emphasized as important for SEO success.
The document discusses best practices for keyword research and mapping. It recommends brainstorming keywords related to products and services to understand searcher intent. Keywords are then analyzed using tools to identify related phrases and search volumes. Keywords are prioritized and mapped to relevant website pages to effectively align content with search queries. Ongoing research is important to maximize targeted keyword opportunities.
The document discusses best practices for keyword research and mapping. It recommends brainstorming keywords related to products and services to understand searcher intent. Keywords should be analyzed for search volume, related terms, and mapped to relevant landing pages on a site. Prioritization of keywords helps focus search marketing efforts on high opportunity terms. Regular research is needed to maximize coverage of related keyword opportunities.
The document provides an overview of search engine optimization (SEO) fundamentals. It discusses why SEO is important given that most business buyers start their search on Google. It covers SEO basics like choosing keywords, on-page optimization factors like titles and content, and off-page factors like links. It also discusses tools for measuring SEO success and whether companies should perform SEO themselves or hire a consultant. The document promotes an upcoming Inbound Marketing Summit event.
Seo and Retargeting for the Data Driven MarketerSinch
SEO is an important part of many marketers' digital strategies, but it's not as easy as it may look. Strong SEO campaigns are driven by data and function as part of an integrated marketing strategy. Retargeting, as part of one of those integrated campaigns, is one of the most powerful complements to a strong SEO strategy.
In this webinar, you'll learn:
-How you can track key performance indicators across various pillars of SEO, including keyword research, technical SEO, and competitive analysis.
-How SEO can magnify the power of a retargeting campaign.
-Tips for running an integrated, data-driven campaign with SEO and retargeting.
Intro to search marketing sept 2012 fskip451 Marketing
This presentation provides an overview of search marketing. It defines search marketing as the process of gaining traffic and visibility from search engines. It discusses the key components of search engine optimization (SEO), including code, content, and connections. It also covers paid search marketing (Paid Search) and how advertisers can target audiences and measure results. The presentation aims to explain why search marketing is important and how companies can optimize their websites and run paid search campaigns.
This document discusses search engine optimization (SEO) and pay-per-click (PPC) strategies for improving website visibility and generating sales leads. It explains that properly optimizing a website and online marketing can increase traffic by 5-10 times, conversion rates by 40-90%, and make an unknown visitor a potential customer. Specific tactics covered include on-page and off-page SEO, keyword research, landing page optimization, and PPC campaign management. Plans at different levels are outlined for implementing SEO and PPC, with the goal of achieving first page search results for target keywords.
This document provides an overview of search marketing strategies for hoteliers. It discusses search engine optimization (SEO) versus paid search (PPC), the SEO process including keyword research, site optimization, link building and measurement. It also covers setting up pay-per-click campaigns on Google AdWords, including keyword research, ad copy tips, organization of ad groups, and testing and optimization strategies. Additional tips are provided for ad extensions, ad scheduling, and reviewing past campaigns. The goal is to help hotels connect with potential customers actively searching online and drive bookings through organic and paid search efforts.
What is a Search Engine?
Examples of popular Search Engines
Search Engines statistics
Why is Search Engine marketing important?
What is a SEO Algorithm?
Steps to developing a good SEO strategy
Ranking factors
Basic tips for optimization
1.Why Keyword research
2.Insertion Of Keywords
3. How to select relevant Keywords to my business
4. Search Operators that helps in keyword Research and competitor analysis.
This document provides an overview of search engine optimization (SEO) best practices. It discusses common SEO myths, how to perform keyword research and selection, building a quality website, optimizing web pages, link building ideas, using social media, and measuring SEO success. The presentation aims to educate businesses on effective SEO strategies through topics like on-page optimization, off-page activities, and analyzing website analytics.
Intro to SEO for Editors at #LuckyFABB 2012 by Toby EversMorpheus Media
This document provides an overview of search engine optimization (SEO) techniques for content creators. It discusses understanding SEO and key ranking factors, doing keyword research and analytics, optimizing content through keywords, titles, images and internal linking, and off-site promotion through author profiles, link building, and social media. The goal is to make content easy for search engines to find, understand and for users to discover by aligning it with how searchers express their queries.
This document contains a case study presentation by Brandon Finch, Director of eBusiness at Jelly Belly Candy Company, about turning website visitors into buyers through search engine marketing (SEM) and landing page conversion optimization techniques like A/B and multivariate testing. The presentation discusses Finch's background in ecommerce and provides an overview of key topics like defining conversion goals, landing page best practices, testing different page elements, and measuring success based on revenue per visitor metrics. Specific examples are given of A/B tests Jelly Belly ran, including some that improved conversion rates and some that did not.
This document provides an introduction to search engine optimization (SEO) through a presentation given by Dan Taylor, an SEO expert with 7 years of experience. The presentation covers the basics of SEO, including defining what SEO is, discussing the value of SEO for businesses, and outlining the key components of an SEO strategy, such as keyword research, on-page optimization, and link building. The goal is to help attendees understand how to improve a website's visibility and ranking in search engines through organic or unpaid search results.
SEO involves optimizing a website to increase its relevance and visibility in organic search engine results. This is done through on-page techniques like keyword optimization of titles, content and meta tags as well as off-page techniques like increasing backlinks. The process begins with an analysis of the website and its competitors to identify opportunities to target relevant keywords and remove barriers to search engine indexing.
Google AdWords is the most powerful and sophisticated advertising platform ever created. What better time to get your message in front of a prospect than at the exact moment when they have expressed an interested in what you sell by typing a relevant keyword into a search engine? What better way to target your message than by zeroing in on the actual keyword the person is seeking information about?
If only it were that simple! Perhaps you’ve received a card in the mail from Google inviting you to give it a try. Maybe you’re already an AdWords user but are struggling to make it perform profitably. Or maybe you’ve wanted to get in the game but have held back because you’re heard stories of money spent with little or nothing to show for it. Any way you slice it, jumping into Google AdWords without knowing what you are doing is no longer an option. If you’ve got the bankroll and the patience, you may eventually get an education, but it won’t be cheap.
Search engine optimization is golden in today's world. This presentation from the 2013 Marketing Summit held in Milwaukee, WI covers the core aspects of getting your website to the top of Google by focusing on Content and Linking and how they directly relate to your On-Site and Off-Site strategies. To learn more, visit www.keystoneclick.com
Digital marketing involves promoting products and services using digital channels like websites, mobile, and social media to effectively reach consumers, leveraging traditional marketing techniques in a digital way. It is delivered online through methods such as websites, mobile apps, social media, and digital signs. Small to medium sized businesses increasingly rely on digital marketing techniques to communicate with customers, promote offerings, and conduct internal communications.
2. A little about me…
Class of 2005, Sport Media B.S.
Marketing Analyst @ IC since July 2012
Search Intern, 2007-2008
SEM Coordinator, 2008-12
Search Engine Optimization Analyst, 2009-12
3. Overview
• Overview
• What is Search?
• Paid
• Campaign
• Ad Groups
• Keywords
• Organic
• HTML
• Content
• Links
6. 6
Search Engine Marketing
Paid Search Organic Search
•Also known as: Also known as:
• PPC (Pay-Per-Click) • Natural
• SEM • SEM
• SEO
• Advertisers pay for placement in
search results • Unpaid listings (FREE)
• High control over rank and frequency • Advertisers/websites appear based on
• Full control of ad copy and landing relevancy
pages • Less control over copy, rank and
landing pages
8. In order to maintain a high quality advertisement, a Paid
Search Account should be relevant to the searcher, to
Google and to the advertiser. Creating a solid structure
generates a lower cost per click, higher positioning, and a
better quality score.
Account Structure
9. Campaigns - Account Structure
Broad Theme
Localization - City, Zip Code, Country etc.
Ability to Set Daily Budget
A Proposed Campaign Breakdown:
Beer Party Drinking
Beirut
Pong Pong Games
10. Advanced Location Targeting
Location Keyword Searcher’s Keyword in Person Sees
Targeted Location Search Query: Your Ad?
New Jersey new york
beer pong
tables
New York State “beer pong
New York beer pong
Only tables”
tables
New Jersey beer pong
tables
Refine location settings by adjusting reach based on:
– People in the targeted region
– Those using terms specific to your targeted location
11. Ad Groups - Account Structure
Ad Groups are a collection of commonly themed keywords
This helps create targeted ads for each group theme
Cost per click (CPC) and landing page can be adjusted
Ad Groups Example for a Beer Pong Campaign:
History Tables Rules Cost Instructions
12. Ad Copy - Overview
Each ad group should rotate at least two ads in order to
maintain:
– Viewer Freshness
– Testing Opportunities
– Quality Ads
These ads are tailored to speak to the keywords in each ad group:
Campaign Ad Group Ads Keywords
Beer Pong Tables “beer pong tables”
Beer Pong Tables “tables for beer pong”
Beer Pong Tables “beer pong table”
Beer Pong Tables “best beer pong tables”
13. What is Quality Score?
Quality Score is how likely a
user will click on your ad
Score ranges from 1-10 (10
being the best)
Determines eligibility of a
keyword auction
A negative QS can effect the
entire account
Ad Rank = CPC Bid x Quality
Score
Quality Score Factors
14. Keyword Research
Keywords are words or phrases that people use in a
search box
Relevant and targeted keywords are the cornerstone to a
successful SEM strategy
Several factors are considered to when choosing which
keywords to target:
– Keyword Popularity
– Keyword Relevance
– Keyword Competitiveness
– Searcher Intent
14
15. User Intention Funnel
What is Beer Pong?, What is beriut?
Who sells beer pong tables?, cost of
beer pong tables
Best beer pong tables, types of beer pong tables
Shop for beer pong table, buy beer pong table
15
16.
17. What are Keyword Match Types?
Match Type Punctuation Used Description Example
Broad Match beer pong tables Synonyms, related • beer pong tables
• top new york colleges
searches, and other • new york universities
variations
Broad Match Modifier +beer +pong +tables Close variations, but • beer pong table
• tables for beer pong
not synonyms or • beer pong tables
related searches
Phrase Match “beer pong tables” Exact keyword with • best beer pong tables
• beer pong tables in ny
additional words Will not show for:
before or after • tables for beer pong
Exact Match [beer pong tables] Only shows for exact • ping pong tables
phrase or keyword
Negative Match beer pong tables Searches do not Will not show for:
- ping pong
-ping contain this term - ping pont tables
26. Title Tag
• 5-10 words or 65-70 characters
• Place related keywords close to each other and most important terms at
start of title tag
• Keywords used in title tag should appear on that page’s viewable text
• Create unique titles for each page and use targeted keyword terms
27. Meta Description – Best Practices
• 250-character (including spaces) description of the page
• Should be unique for every page
• Should elicit a call to action or be descriptive of what your site offers.
• Target important keyword terms in the first 200 characters.
• Most important keywords are placed at the beginning.
• Use keyword variations like both plural and singular versions of words
28. URL Naming – Best Practices
URL Naming
• Place targeted keywords within the URL file name
• Use Dashes (not underscores) between each keyword
• Should elicit a call to action or be descriptive of what your site
• Each folder should move from broad to specific
• Partypongtables.com/tables/sports/jets-beer-pong-tables
29. Alt Image Naming – Best Practices
• Avoid keyword
stuffing
• Place image text into
alt tag
• Avoid lengthy
descriptions
• If no text is present, a
simple one line
description including
keywords should be
used
42. Anchor Text & Deep Linking - Links
Page A
Custom Pong
Tables
Page B
Custom Pong
Tables
Page C
Custom Pong
Tables
43. Social Signals
Search engines are using social media sharing as signals to determine
search engine rankings.
Optimized social media profiles can appear on page 1 of search results for
branded search terms.
Social buttons can be added to site to encourage sharing
» Optimize profile & individual videos
» Optimize profile. Encourage discussion & likes which may
be used as signal to search engines
» Share PR and other information. Encourage Tweets which
may be used as signal to search engines
» Set up Business profile once available. Will be used by
Google as rankings factor
Named after Larry Page (one of the two men responsible for Google.com). All pages start off with an “innate” amount of PageRank. Pages then accrue over time additional PageRank when other sites link.
Named after Larry Page (one of the two men responsible for Google.com). All pages start off with an “innate” amount of PageRank. Pages then accrue over time additional PageRank when other sites link.
Named after Larry Page (one of the two men responsible for Google.com). All pages start off with an “innate” amount of PageRank. Pages then accrue over time additional PageRank when other sites link.