1. Search Engine Marketing Ignite Presentation on Chapter 20 of The New Rules of Marketing & PR By David Meerman Scott Presented by N Rossman

2. Traditional vs. Search Engine Marketing Old way – interrupt & grab attention Search engine marketing - No interruption Customer is seeking info.

3. The whole book is about search engine marketing. This book tells marketers to: Define buyer personas Create content Deliver content

4. Definition: The theory of the Long tail – refers to pursuing many niche markets rather than a few mainstream markets.

5. Definition: Search engine marketing means reaching your customers directly using customer searches. Google, Yahoo! Vertical market search engines that focus on one topic, industry, niche, etc.

6. Definition: Search engine advertising - paying to appear under a particular search phrase. Two largest search engine advertising programs: Google AdWords - https://adwords.google.com Yahoo! Search Marketing - http://searchmarketing.yahoo.com

7. Definition: Search engine optimization (SEO) – “the art and science” of getting your site the highest possible ranking in the natural (un-paid)search results for a desired search phrase.

8. Search Engine Optimization (SEO) Provide valuable content for your customers.

9. Other Resources for Search Engine Optimization SearchEngineWatch.com Search Engine Marketing, Inc. book by Mike Moran & Bill Hunt Check out FAQs & tutorials of these sites: Google AdWords Yahoo! Search Marketing

10. Use Unique Naming Uniquely name your company, webpage, blog, book, product, band, etc. Your name should “stand out from the crowd”.

11. The Long Tail of Search Use targeted search terms. Guide buyers directly to what they are looking for. Create separate marketing programs for specific search terms.

12. Use Web Landing Pages No one-size-fits-all! Use many landing pages Targeted search -> targeted information Give customers info they want

13. Landing Page Guidelines Consistent look & feel Concise & simple Advertise Communicate!

14. Landing Page Audience Use customer speak Buyer’s perspective Think like customer

15. Landing Page Search Terms Keywords & phrases Stay up to date

16. Use Landing Pages to Drive Action Call to action Only necessary info Incentives Follow up on leads

17. Landing pages should link to: Product information Case studies Product uses Blogs Resellers

18. Keys to Success of Search Engine Marketing Get to know customer No deception Content Multiple landing pages / long tail

19. fini