5. HOUSEKEEPING
• Varied Group atVarious Stages of Online Presence & Marketing
• Feel Free to Ask Questions via Online Pane as Desired
• This WebinarTouches on aVariety of Elements that Work
Together as a Baseline in Effective Search Engine Marketing
• Goal is to achieve a high level understanding of Concepts and
Open a Path to Self Evaluation and Next Steps Planning
• Not crunching a ton of stats - working assumption is we all
understand the opportunity the World Wide Web and Search
Engines offer our businesses and growth.
A LOT TO COVER
8. What Is Search Engine Marketing?
Search engine marketing
(SEM) is a form of Internet
marketing that involves the
promotion of websites and
web pages by increasing their
visibility in Search Engine
Results Pages (SERPs) through
optimization and advertising.
9. SEM may consist of:
• Search Engine
Optimization (SEO)
which is often referred
to as “Organic” or “
Natural”
or
•Pay-Per-Click (PPC)
listings such as Google
Adwords
11. “Search” is the point of Monetization
A NEED has been established and the searcher queries for
a solution using their own terminologies
Every time they click
“Search” they get a SERP
(Search Engine Results Page)
and have a choice of
websites (BUSINESSES) to
visit for a solution
16. Benefits of SEO
LongTerm Search EngineVisibility and Brand Awareness
Increased SiteTraffic
Cost Effective
Infinite ROI
Increase Site Usability
Increase Credibility
Remain Competitive
17. 61% of global Internet users research products online.
(Interconnected World: Shopping and Personal Finance, 2012)
!
44% of online shoppers begin by using a search engine.
(Interconnected World: Shopping and Personal Finance, 2012)
!
70% of the links search users click on are organic, not paid.
(Marketing Sherpa, February 2007)
!
60% of all organic clicks go to the top three organic search results.
(MarketingSherpa, February 2007)
!
75% of users never scroll past the first page of search results.
(MarketShareHitsLink.com, October 2010)
!
19. More and More Books
Many Seekers and More
AllTheTime
VariedTerminologies
You Need a System
20.
21.
22. Need a systematic way to find what people need
Google and Bing are like librarians for the entire world
A Search Engines “secret sauce” system is their
algorithm
And Googles Algorithm consists of over 200 variables and is
“tweaked” several times DAILY in their effort to be the best
librarian in the history of mankind
Avg. 500 - 600 times annually
23.
24. For a page on your website
to organically rank well it
will need to weigh favorably
within the criteria set within
the variables of the
algorithm
Google Ranks Web PAGES not Web Sites
25. Organic SEO is
driven by both
on-site and Off
Site Factors and
weighed via a
multitude of
variables in
determining
ranking
http://searchengineland.com/seotable
35. Benefits of PPC (a.k.a. Paid Search)
Speed-to-Market
Reach
Market Research
HighlyTargetedTraffic
Control of ROMI
Track-ability
Control of Exposure
Geographically
Flexibility
47. Some Definitions
Campaign :Consists of one or more Ad Groups, a budget,
language / location settings, (among other criteria)
Adwords
Women’s Sneakers Women’s Shoes
48. Ad Group:
Some Definitions
Groupings of Ads that are inline with your buyers
intent. Ad Groups make up your campaigns
Women’s Sneakers Women’s Shoes
Dress Casual
49. Ad:
Some Definitions
Headline:
Women’s Dress
Shoes
25 Characters
Description
Line 1:
Summer Sales 35 Characters
Description
Line 2:
Save 15% 35 Characters
Display URL
www.shoes.com/
womens-dress-
shoes
35 Characters
A structured message that speaks to a buyers
search intent and that links to a landing page that
is in-line with the ad.
50. Ad Group Ad Group Ad Group
KEYWORDS10-20
Ad Ad2-4
DIVIDE and CONQUER
Basic Campaign Structuring
Campaign #1 Campaign #2 Campaign #3
55. Keyword Phrases (KWP)
“Head” Phrase
“LongTail” Phrase
TV
60” 1080P Samsung Flat PanelTV
Challenge: Position
Challenge: Discovery
56. Buyer-centric
content page already
meeting quality
webpage standards
List Keyword
Phrases that best
target page
(BuyersTaxonomy)
Verify with
tools to assist
in triage of list
Confirm on-page SEO and
content fits intended goal
PPC Campaign
Ad group with
targeted KWP’s
57.
58. 1. UnderstandYour Customers Journey
2. Create Excellent and Engaging Content
3. Leverage Google Authorship on well
written content
4.All Citations should have same N.A.P. info
5. Clean, clear and concise URL structuring
SEO TIPS
59. 6. Use Clear Meta Data & Alt AttributeTags
7. Check your page speed (It Counts)
8. Confirm Robots.txt file is correct and
you have no penalties
10. Just like a physical, get a site audit every year
(minimally)
9. Quality links NOT quantity
SEO TIPS
60. 6.Target Geographically
4.Write Effective Ad Copy
5. Monitor Quality Score
PPC TIPS
1. DoYour Homework or Align with aTrusted Professional
3. Carefully ArchitectYour Campaigns
2.Target LP Per Ad Group that is Optimized to CONVERT
65. INTELLIGENT RISK TAKING Marketing
Per Initiative / Campaign
Return on Marketing Investment
Marketing
Spend ($)
Gross
Profit
(%)
Incremental
Revenue &
Value
Attributable
from
Marketing
($)
Short Term ROMI Example
* -
Marketing
Spend ($)/
(From Month #1 Webinar)
66. INTELLIGENT RISK TAKING Marketing
Per Initiative / Campaign
Short Term ROMI Example
$50030%$5000 * - $500/
$1500 - $500 / $500
$1000 $500/
Factor of 2
For Every 1$ Invested,You Saw $2 Back + INTANGIBLES