![Search engine marketingFrom Wikipedia, the free encyclopediaJump to: navigation, searchWhat is Search Engine Marketing (SEM):PPC, SEO & Social Media?Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]](https://image.slidesharecdn.com/1fandotechseminarsearchenginemarekting-091026191342-phpapp02/85/Seminar-Search-Engine-Marketing-2-320.jpg)
![Search engine marketingFrom Wikipedia, the free encyclopediaJump to: navigation, searchLet’s define SEO a little more . . .Search Engine Optimization or SEO is a multi – phase process. To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion.PHASE 1: Website Structure – Navigation, Organization of Code and Link Structure, xml sitemap, robots.txt, Tags: Title, Header, Keyword, Description, Alt ImgContent – Keyword Research, Content Rewrite (keyword density etc)Analytics – install or verify GA, establish conversion funnelsPHASE 2: Inbound Linking - Research and develop inbound linksCreate Authority - Create Content Pages for Social Media, Micro sites, 301 redirects for alternate domains, vertical searchOngoing – SEO Efforts are fluid and ongoing process, touching and addressing all items listed above as well. Also addressing website performance, strengths and weaknesses as indentified in GA reporting.SEO is NOT a one time service. SEO is an ongoing process that requires the provider to monitor for cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success.Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]](https://image.slidesharecdn.com/1fandotechseminarsearchenginemarekting-091026191342-phpapp02/85/Seminar-Search-Engine-Marketing-17-320.jpg)
Uploaded byKathy Hennessy
Seminar Search Engine Marketing
This document discusses search engine marketing (SEM) and provides information on various SEM strategies and tactics. It defines SEM as a form of internet marketing that seeks to promote websites by increasing their visibility in search engine results pages. The document outlines different SEM methods including search engine optimization (SEO), paid placement, contextual advertising, and paid inclusion. It also discusses pay-per-click advertising, SEO techniques and best practices, social media's importance for SEM, and how to measure SEM success using metrics like Google Analytics.
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Seminar Search Engine Marketing
- 1. Search Engine MarketingKathyHokunsonRegional Sales Manager,Site-Seeker, Inc.
- 2. Search engine marketingFromWikipedia, the free encyclopediaJump to: navigation, searchWhat is Search Engine Marketing (SEM):PPC, SEO & Social Media?Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
- 3. Search Engine Marketing(SEM)Is a form of internet marketing seeking to promote websites by seeking to improve their visibility in search engine results pages (SERP’s). In 2006 North American advertisers spent 9.4 billion on SEM, a 62% increase of the prior year and a 750% increase over 2002.Pay-Per-ClickAn Internet advertising strategy used on search engines, advertising networks, and content websites, such as blogs, where advertisers bid on keywords to achieve ad placement.
- 4. Search Engine Optimization(SEO)The process of improving the volume and quality of traffic to a website from search engines via “natural” (“organic” or “algorithmic”) search results.
- 5. Social MediaSocial mediais content created by people using highly accessible and scalable publishing technologies.
- 6.
- 14.
- 16.
- 17. Search engine marketingFromWikipedia, the free encyclopediaJump to: navigation, searchLet’s define SEO a little more . . .Search Engine Optimization or SEO is a multi – phase process. To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion.PHASE 1: Website Structure – Navigation, Organization of Code and Link Structure, xml sitemap, robots.txt, Tags: Title, Header, Keyword, Description, Alt ImgContent – Keyword Research, Content Rewrite (keyword density etc)Analytics – install or verify GA, establish conversion funnelsPHASE 2: Inbound Linking - Research and develop inbound linksCreate Authority - Create Content Pages for Social Media, Micro sites, 301 redirects for alternate domains, vertical searchOngoing – SEO Efforts are fluid and ongoing process, touching and addressing all items listed above as well. Also addressing website performance, strengths and weaknesses as indentified in GA reporting.SEO is NOT a one time service. SEO is an ongoing process that requires the provider to monitor for cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success.Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs). According to the Search Engine Marketing Professional Organization, SEM methods include: search engine optimization (or SEO), paid placement, contextual advertising, and paid inclusion.[1] Other sources, including the New York Times, define SEM as the practice of buying paid search listings.[2][3]
- 19. Keyword Research –Step 1What products or services do you want to be found for?How do your prospects and clients refer to those product or services?What are the key phrases that make that prospect a qualified buyer – think longer phrases that are more precise
- 20. Competitive Research– Step 2Who are your competitorsWhat keywords are they usingWhat keywords are they being found forWhere do they get their inbound links from
- 21. Establish baseline &benchmarks – Step 3What keywords do you want to measure your position forWhat do you want to measure for effectivenessRFQ’s, Phone calls, Increased traffic, positionEstablish Conversion Funnels and measure what is important to you.
- 22. Defining & MeasuringSuccess Metrics: Google Analytics, establish baseline for overall traffic and report against it.
- 23. Defining & MeasuringSuccess Metrics: Google Analytics, monitor and measure effectiveness of important pages.
- 24. Defining & MeasuringSuccess Metrics: Google Analytics, monitor and measure effectiveness of important keywords.
- 26. Top 10 SearchTerms“Gear Manufacturer” and “Spur Gears” are now your largest search term.
- 27. Social MediaWhy isit important to SEO?
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- 34. 13 hours : The amount of video uploaded to YouTube every minute 412.3 years: The amount of time it would take to watch every video on YouTube 100,000,000: The amount YouTube videos watched every day 1382%: The monthly growth rate of twitter users January – February 2009 3,000,000: The average number of tweets on twitter.com every day 5,000,000,000: The number of mins. spent on facebook every day
- 35. © 2009 Site-Seeker,Inc.Social Media is:Public RelationsCustomer ServiceLoyalty BuildingCollaborationNetworkingCustomer Acquisition
- 36.
- 37. Establishing Credibility withSocial MediaCreate Accounts (Name Claim)Grow NetworksLead DiscussionBecome the ExpertParticipate in DiscussionCreate ContentDistribute Content
- 38. How to DistributeYour BlogEmail CampaignOther (links)…TwitterBlog PostsSocial Bookmarking SitesFacebookLinkedInOther Blogs
- 40.
- 42. © 2009 Site-Seeker,Inc.Who uses Linkedin & Why?Business professionals
- 43.
- 44. business intelligence, businessdevelopment, and the creation of business relationships
- 45. Your Personal LinkedinProfileCreate your account
- 46. Build your personalonline profile
- 47. Summarize your professionalexpertise
- 48.
- 49. Link to yourcorporate website
- 50. Use the standardizedcorporate name, not “My Company”
Editor's Notes
- #2 So far we have covered traditional marketing methods, some social media and what are the key components of an effective website and what can happen when a well designed website engages your prospects. Now let’s talk about how we are going to drive traffic to your webstie.
- #9 Traditional advertising strategies included advertising in industry relevant trade journals, customer promotional campaigns, Tradeshows, PR – pushing our success stories into the market place. It was all about Push. Now there is a shift in the buying cycle. Prospects and Clients now have more control of the sales cycle. They don’t engage you in the process until they have done their research and by the time they call you they are more educated and know about your company. This was clearly illustrated earlier in the segment on websites & ROI
- #10 Currently our use of the internet far out strips what businesses are spending in that arena. That gap is significant. Our prospects and clients are on line 41% of their time yet businesses are only spending 6% if their marketing dollars online. A lot of opportunity exists for those businesses that engage now.
- #11 While earlier I mentioned that our prospects and clients have more control of the buying process or buying cycle, as businesses we now have the ability to drop our websites right in their lap at the moment they search for what we sell or the M O R – moment of relevance
- #12 Lift in online conversions for most of you in the audience is request for information, request for quote or phone calls driven by information on your website.
- #13 Okay so here’s the thing – no matter where you spend your marketing dollars you need to understand and know its effectiveness. Measurable, ROI and flexibility – these are the key components of why paid search can be a very effective marketing vehicle.
- #14 We talk a lot about Google, why??? Google is the man. They set the standard for search. Currently the process 70% of all searches worldwide – 78% of all B2B searches. And why do they have so much market share because of the results they deliver for the their organic search. They are relevant to what we asked for.
- #15 Here is a typical Search Engine Results Page or SERP, Highlighted in red or the PPC or Sponsored listings
- #17 Okay so we have created our account, our campaigns, our ad groups and our ads – no how do we get to the top?? Again for google it is all about relevance. Google has applied relevance to its sponsored listings as well. Now adword campaigns have a quality score. Your quality score is based on how well the ad is written, how relevant and specific the landing page is and how many negative words have been employed. For example if you are a pump manufacturer and your pumps go in manufacturing facilities you want to be found for rotary displacement pumps or centrifugal pumps but you don’t want to be found for well pumps or fuel pumps to for you negative words would be fuel and well.
- #18 By a show of hands how many of you here believe that SEO is a one-time“Thing” that you do to your site?
- #20 A well balanced and full optimized program can saturate an SERP with your company’s information.
- #51 So far we have covered traditional marketing methods, some social media and what are the key components of an effective website and what can happen when a well designed website engages your prospects. Now let’s talk about how we are going to drive traffic to your webstie.