Search Engine Marketing: Basics to Hot Trends


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  • Example of an optimized page, both the visible content and the “behind the scenes” coding (meta tags, which Alex will be talking about).
  • Sample list of ad groups (“buckets” of similar keywords) for one of our tech-oriented clients. Many different ways of saying what they do.
  • Showing how each ad group has their own creative and you can test different messaging.
  • Rankings are no good unless searchers click and go to your site. Site visitors are no good unless they convert – buy something (ecommerce sites) or fill out a form (lead gen sites). Will also talk very briefly about two of the newer ways we’re measuring results (bottom right corner) – this is constantly evolving and allowing us to track more data more accurately.
  • One of the things that all marketers should do is Search Engine Reputation Management. This can be as simple as running searches on your company name and any key product brand names to see what shows up in the results. We’ve heard from a number of companies that have seen leads or sales drop off unexpectedly. Sometimes, after digging into every possible problem for a week or two, someone will think to check the search engine results and see a negative mention of the company in a blog post or on a social media or review site. It’s important to know what your prospective customers, employees, vendors and investors see when searching for information about your company. If there’s a conversation going on about your brand, you should probably participate in that conversation. And, you may want to try to optimize additional web content to rank high so it pushes the negative mentions lower in the search results – perhaps to the second page – so fewer people will see it.
  • Search Engine Marketing: Basics to Hot Trends

    1. 1. Search Engine Optimization to Marketing: from Basics to Hot Trends Presented to: IABC Atlanta Technology SIG July 19, 2011
    2. 2. About Me & PPI <ul><li>Degrees in Business/Marketing and Communications Management </li></ul><ul><li>Marketing > 20 years </li></ul><ul><li>Search engine marketing = 13 years </li></ul><ul><li>Full-service, award-winning search engine marketing agency based in Atlanta </li></ul><ul><li>Provide search engine optimization (SEO) & pay-per-click (PPC) services to clients nationwide </li></ul>
    3. 3. Agenda <ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>Pay-Per-Click (PPC), aka Paid Search advertising </li></ul><ul><li>Social Media </li></ul><ul><li>Measuring Results </li></ul><ul><li>Newer & Advanced Developments </li></ul><ul><li>Q&A </li></ul>
    4. 4. Search Engine Optimization (SEO)
    5. 5. Organic, editorial, natural, algorithmic results (SEO - Search Engine Optimization) Paid listings, sponsored links, pay-per-click (PPC) ads, cost per click (CPC)
    6. 6. The Most Important Step Keyword Research!
    7. 7. Search Term Research: Critical <ul><li>Use the verbiage your target audience uses – not what your industry or internal experts use </li></ul><ul><li>“ search marketing” or “web optimization” ? </li></ul><ul><li>“ healthcare” or “health care” ? </li></ul><ul><li>“ professional retouching” or “picture airbrushing” ? </li></ul><ul><li>“ financial solutions” or “financial software” ? </li></ul>
    8. 8. Keyword Research <ul><li>Search volume </li></ul><ul><li>Competitiveness </li></ul><ul><li>Stage in buying cycle </li></ul>servers used servers used as/400 servers used ibm as/400 servers Search volume Competitiveness Probability of buying Likelihood of high rankings
    9. 10. But Wait… <ul><li>Search engines don’t just look at the web page itself when determining how to rank it </li></ul><ul><li>They also look at the quantity and quality of links pointing to that web page </li></ul><ul><li>Links are an implied endorsement </li></ul>Image from SEO Solution Blog
    10. 11. Link-Building: Critical & Must Be Done Right <ul><li>YES: high quantity of quality links, relevant sites, hand-selected sites, diversified link types, content/ campaign creation (“link bait”), leveraging other marketing tactics </li></ul><ul><li>NO: link farms, irrelevant sites, automated submissions, too many links from the same type of site, reciprocal links, paid links, content farms </li></ul>
    11. 12. Optimized Press Release Example #1 <ul><li>Bypass the press & go directly to your prospects </li></ul><ul><li>Take up more room in the SERPs </li></ul><ul><li>Build links pointing to your site </li></ul><ul><li>Generate brand awareness & site traffic </li></ul>
    12. 13. More Online Content & More Links to Site
    13. 14. Optimized Press Release Example #2
    14. 15. More Organic Rankings
    15. 16. Paid Search, aka Pay-Per-Click (PPC)
    16. 17. Organic, editorial, natural, algorithmic results (SEO) Paid listings, sponsored links, pay-per-click (PPC) ads, cost per click (CPC)
    17. 18. Pay-Per-Click Campaigns <ul><li>Gets sites into sponsored links </li></ul><ul><ul><li>Auction model – ranking and cost based on </li></ul></ul><ul><ul><ul><li>Bid amount (maximum cost per click you’re willing to pay) </li></ul></ul></ul><ul><ul><ul><li>Quality Score: Click-through rate, keyword used in ad copy, landing page relevance </li></ul></ul></ul><ul><ul><li>Only pay when a searcher clicks </li></ul></ul>
    18. 19. Ad Groups
    19. 20. Sample Ad Creative
    20. 21. Numerous PPC Levers
    21. 22. Landing Pages Can Make Or Break a Campaign
    22. 23. Social Media
    23. 24. Social Media Can Be Leveraged For SEO Purposes <ul><li>Content </li></ul>
    24. 25. Social Media Can Be Leveraged For SEO Purposes <ul><li>Votes </li></ul>
    25. 26. Customer Reviews Are Becoming More Important
    26. 27. Social Media Can Be Leveraged For SEO Purposes Links
    27. 28. Optimizing Video Content
    28. 29. PPC Run On Social Media Sites Can Really Work Facebook Twitter LinkedIn
    29. 30. Measuring Results (How do we know this is working?)
    30. 31. Measuring Results Rankings Visitors / Site Traffic Conversions / Revenue / ROI
    31. 32. How Phone Call Tracking Works Type in URL directly & see this: Click on a Google organic listing & see this: Click on a Google paid listing & see this:
    32. 33. Call Tracking Ensures You’re Measuring ALL Results 66% 33%
    33. 34. Call Tracking Ensures You’re Measuring ALL Results <ul><li>Mini Case Study: </li></ul><ul><li>71% of leads came in by phone </li></ul><ul><li>Increased PPC bids </li></ul><ul><li>Doubled the number of PPC leads generated </li></ul>
    34. 35. Monitor Your Company & Brand Name(s)
    35. 36. Goal: Take Up As Much Room In The SERPs As Possible Website Twitter profile Facebook profile LinkedIn profile BusinessWeek profile (not us) Optimized press release Video (not us) Website Website
    36. 37. Newer & Advanced Developments
    37. 38. Universal Search: Optimize More Than Your Corporate Site
    38. 39. Personalized Search Means Results Vary For Everyone
    39. 40. Usability: More Important Than SEO Even? (Yes!)
    40. 41. Usability: More Important Than SEO Even? (Yes!)
    41. 42. Usability: More Important Than SEO Even? (Yes!) Starting point SEO only Usability only SEO + Usability
    42. 43. Consider Running PPC On Mobile Devices
    43. 44. Consider Running PPC On Mobile Devices
    44. 45. Want More? <ul><li>Subscribe to our newsletter: </li></ul><ul><li>Subscribe to our blog (email or RSS): </li></ul><ul><li>“ Like” us on Facebook: </li></ul><ul><li>Follow us on Twitter: @ProminentPlcmnt or @StacyWms </li></ul><ul><li>Follow us on LinkedIn: . </li></ul><ul><li>View other presentation on Slideshare: </li></ul><ul><li>Links to audio & video clips and webinars: http:// </li></ul>THANK YOU!