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Search Engine Marketing Overview for
  UW Business School – 11/5/11             TM




                    Optify Confidential   Page
What We Will Cover Today
»   Paid vs Owned vs Earned Media – P.O.E.M.
»   Why Search? Some Stats…
»   Search Engine Basics
»   Organic Search (Natural)
»   Organic and Social Together
»   The Social Journey for an Organization
»   Paid Search
»   Testing
»   New Issues with Search




                       Optify Confidential     Page
P.O.E.M. Media Model



                          Paid Media                   Owned Media                   Earned Media
                        aka - Campaigns          aka – Nurture & Retention        Aka: Inbound Marketing
Characteristics   » Money = Traffic, No      » A person is “known”            » Cost is effort
                    money, No traffic        » Email address + name           » Visibility continues when
                  » Channels are optimized   » Channels used to move person     effort stops
                    individually               to initial sale & recurring    » Channels work together
                                               revenue

Channels          » Paid Search              » Lead Nurturing                 » Direct/Brand
                  » Display/Banners          » Re-Targeting                   » Natural Search (SEO)
                  » Affiliate (CPA)          » Customer Email                 » Social Media
                  » Email List Buying        » Transaction Emails             » Referrals (Links)
                  » TV/Radio/Print           » Customer Service               » Public Relations
                  » Daily Deals

Resources         » Media Budget             » Email Delivery Platform        » Content Creation/Editor
                  » Campaign Management      » Customer Database              » Publishing Platform
                  » Testing/Optimization     » Email Content Creation         » Social Media Engagement
                                                                                                  3
                                             » Customer Service Response      » PR & Blogger Engagement


                                             Optify Confidential                                       Page 3
Search Dominates > But Look at Social!




                       Optify Confidential   Page
Why Search Engine Marketing?
» The #1 driver of non-direct traffic to most websites
» High quality traffic
   » All stages of the buying cycle from research to price
     compare
» Organic traffic has no media costs
» Pay Per Click (PPC) search traffic is highly targetable
   » By keyword, location, time of day, day of week,
     demographic, etc.
» PPC is self-service, easy to get up and running,
  highly controllable/optimizable
» PPC is a great way to test messaging, offers, landing
  pages and positioning

                          Optify Confidential                Page
US Advertising Spending by Media
2007 – 2012 in Millions

» Search has overtaken display as the #1
  media spend online (as of 2008)
» Internet will overtake newspapers in
  2011 (if not sooner)
» Internet is bigger than spot
  local/national TV in spend
» Search is already bigger than print
  Yellow Pages/directories
» Lots of traditional media spends are in
  decline while Internet is up, up, up!



   Source: Jack Meyers Media Business Report as
   provided to eMarketer, Sept 14, 2009
Optify Confidential                               Page
The #1 Job of Search Engines
Provide the Best Search Results Based on the Limited Information
   (1-4 keywords) the Searcher Gives the Engine.

»   Better search results (organic & paid) = happier searchers
»   Happier searchers = more search/repeat usage
»   More search usage = more inventory
»   More inventory = more opportunity to sell pay per click
    advertising




                               Optify Confidential                 Page
Search Engine Marketing (SEM) Programs
 Search Engine Optimization (SEO)
 » Listed in the editorial or organic area of engine.
 » Higher quality traffic – legitimate search results.
 » No guarantee of placement, mid to long term results.
 » Local optimization is a distinct set of tactics

 Pay Per Click (PPC) Search
 » Auction, bid or CPC system.
 » Immediate, cost effective, trackable.

 Pay Per Click (PPC) Content Network
 » Google/Bing have matched your keywords to content
   on the internet
 » You push ads to a site without a specific search
 » Managed through your same search PPC interface
                           Optify Confidential            Page
A Google Example SEM of Programs
                                       Paid Results: The top
                                       two performers from
                                       the AdWords CPC
                                       program.


                                       Main Results: Natural
                                       search listings which
                                       cannot be bought, but
                                       influenced with SEO
                                       program. Google does
                                       not have a trusted feed
                                       or paid inclusion
                                       program.


                                       Paid Results:
                                       AdWords closed-bid
                                       CPC placements.
                                       Ranked by CTR x
                                       CPC. Top three
                                       listings distributed to
                                       partners. Top three
                                       and more distributed to
                                       Google’s Content-
                                       Targeted Ad network.


                 Optify Confidential                     Page
Example of a Content Ad Network Placement




                                            Content Network:
                                            Page content
                                            mapped to your
                                            keywords. Highly
                                            efficient buy, but
                                            lower in quality.




                     Optify Confidential                Page
The Golden Triangle of Search Usability
                                        » Eye tracking study
                                        » The focus is on the
                                          upper left with a
                                          glance over to the top
                                          of the right hand side
                                          placements.
                                        » Underlines the volume
                                          importance of the top
                                          placements.
                                        » Also, your brand
                                          connections starts at
                                          the search engine NOT
                                          on your website!


                  Optify Confidential                         Page
The Importance of Position




» The higher the position, the higher the click
  through rate
» The higher the position, the lower the
  conversion (in general)
» Critical to understand position vs cost vs
  conversion trade off
                                                             Source is Optify click through rate study


                                       Optify Confidential                                        Page
How Crawlers Work – Content + Links!
         Link          Link               Link             Link            Link
  Web           Web            Web                  Web             Web            Web
  Page          Page           Page                 Page            Page           Page

   Search Bots follow links and return information to index
   Googlebot, MSNbot, Muscat Ferret (www.robotstxt.org lists 298 bots)


                                                           Update &               Cached Pages
      Index                                                Refresh                In Database
                                                           Schedule     News
                              Business Rules                           (hourly)
   Web
   Page                         Algorithm
                                                                         Fresh
   Content                                                              (recent)
                               Ancillary
                              Data Sources                           Local Content
   Crawl Site
                                                                   (standard update)
   and
   Sitemap.xml                                                    Foundation Database
                                                                   (standard update)


                                   Optify Confidential                                    Page
How Do They Get Data? – Spiders are Dumb…
 Search Spiders follow links and return data to search engine for
    processing with algorithms. They can:
 » Read meta tags, title tags and HTML content.
 » Read URL’s (some read past a ? variable, some don’t).
 » Read some dynamic content.
 » Follow links through-out the site if built into page.
 » Are looking for STRONG uses of keywords.
     » H1 tags, title tags and HTML content are more important.
     » Bold and italic words.
 » Are looking for CONTEXT
     » Block of related text, pages with single themes, etc.


 Spiders can only return what they can read and find.
 Our job is to help them find the right information in the right format


                                    Optify Confidential                   Page
Why Search Engine Optimization (SEO)?
» 70 – 80% of clicks on a search engine results page emanate
  from the organic search area.
   » Google: 80% of clicks from organic
   » Yahoo/Bing: 70% of clicks from organic
» Organic clicks may or may not be more qualified.
» The clicks are free of media costs (although there are
  internal & management costs).
» It is an important part of your entire Search Engine program
» It CONNECTS your content with people – earned media!




                            Optify Confidential                  Page
Core Components of SEO


SEO has Six major components
• Authority of Domain & Pages
• The Quality & Number of Links
• Keyword Strategy & Focus
• Site & Page Optimization
• Content Development
• Social Media Signals




                                  Optify Confidential   Page
Search Engine Optimization Truths
» Your #1 job is to make finding, crawling and indexing
  your site as easy as possible for bots
» High rankings are built on relevant content & authority
   » Remember the #1 goal of search engines
» Following white hat strategies is best
   » Engines getting smarter about search spam
   » Do you have time to fight the search engines?
» The simpler a site the easier to get ranked
   » Balance CMS/Rich Media vs Search Objectives
» SEO is NOT fast and never ends
   » Set aside budget for SEO as you would PPC
» SEO will effect your marketing, IT, Web site and copy
  writing groups.

                            Optify Confidential             Page
Social Media and Search
» Social media has dramatically increased the amount and speed of
  indexable content available – everyone is a publisher
» Blogs, comments and articles are much easier to publish and now
  have revenue attached to them via Google Adsense, etc.
» Social media networks has raised the bar on cross linking, product
  communication and personal profile publishing.
» The concept of a homepage is changing
   » Not just on your site, but Facebook, LinkedIN, Twitter
» Being involved in a conversation and pointing (via links) too an
  authoritative piece of content adds to the link building tool set

» Social is a core element of earned media: content+search+social



                             Optify Confidential                    Page
Twitter – The Latest in Search




»   Looks like a search engine to me
»   Hashtags and @ symbols drive direct relevance
»   Popular topics drive HUGE traffic
»   Find people who are talking about topics you are interested in
»   Now Twitter feeds in Google and Optify Confidential
                                      Bing (just announced)          Page
Syndicate and Engage Your Audience via Twitter
Create Content          Create Campaigns                        Syndicate     Track Results

Your Content           One off Tweets                                         In Optify Reports
• articles             • Blog post                                            • Increased visitors
• blog posts           • 3rd party content                                    • # of leads
• conferences          • Whitepaper                                           • # of sign-ups
• information guides                                                          • Source = Twitter
• online courses       Create a Series of                                     • Detail = Campaign
• podcasts             Tweets in a Campaign
• press releases       • Build your tweets for the                            In Twitter
• speaking events      week in one sitting                                    • Increase followers
• videos               • Build all of the tweets for                          • # of ReTweets
                                                                ReTweets
• webinars             the campaign at once
• white papers         • Include links to your site             Facebook
• webinars             which we shorten for you                 LinkedIn
                       • Schedule tweets to go                  Your Site
                       out through your account                 Other Blogs

  » Utilizing social media and Twitter to extend the reach of your content is ideal
  » Tracking the results through campaign variables on your link back to your site,
    increased number of visitors and increased number of followers
                                          Optify Confidential                                 Page
The Journey to an Engaged Social Media Program
 (thank you Ant’s Eye View)
Traditional          Experimental         Operational             Measurable           Fully Engaged
• Listening to       • “The arrival of    • Budget and            • Start tracking     • Everyone has
  what people are      Mavericks”           authority given         business imact       the opportunity
  saying             • Someone takes      • Strategy, tactics,    • Cross functional     to participate in
• On the sidelines     the time to          headcount               silo’s               the social web
                       create company     • Silo’d in             • Defined success    • Governance,
                       profiles             marketing             • Influencers          policies in place
                                                                    identified           with clear roles

Low resource         Part time or “side   Resources               Organizational       Very few
requirement          time”                required, but           impact across        companies are
                                          metrics question                             here yet – mostly
                                          starts to bubble up                          agencies


Where does ING Direct fit into this journey?




                                            Optify Confidential                                      Page
Paid Media Cost Methods
              » Online Media Can be Purchased Using Various
                Cost Methods, Each with Pros & Cons.
                 » Time: Great for guaranteed SOV and placement, but
More Common




                                                                              Advertiser Risk
                   inventory is determined by visitor traffic. Effective
                   method for page takeovers to build awareness and to
                   block out competitors.
                 » CPM: Strong guarantee of impressions, share of voice,
                   and targeted placements, but greater risk (of ROI) falls
                   on the advertiser.
                 » CPC: Provides targeted placement at less risk than
                   CPM, but impressions are not guaranteed and risk of
Less Common




                                                                              Publisher Risk
                   forced and/or incentive clicks.
                 » CPA or Revenue Share: The least amount of risk for
                   advertiser and paid only when an user-action is
                   performed, but no guarantee of impressions,
                   placement, nor acceptance by publishers.




                                        Optify Confidential                                     Page
Paid Search Overview
» The most effective, timely and trackable way to start
  spending marketing dollars.
» Market is in transition from a Google + Yahoo + Bing +
  others to just Google + Bing
» Google is king – they have the largest volume, highest
  quality audience, best testing tools & easiest user
  interface.
   » Bing is gaining with marketing, innovation and business
     development
   » Google content network is MUCH bigger and more
     refined than Bing

Testing is what will make or break your program!

                          Optify Confidential                  Page
How Paid Search Programs Work

Advertiser                                   www.Google.com
                                                (Search)
Advertiser
                                           Syndicated Engines
Advertiser                                      AOL.com
                    Google,                (Syndicated Search)

Advertiser           Bing
                     Etc.
                                                AdSense Sites
                                                (Content Ads)
Advertiser

                                               CPM Sites
Advertiser                                (Sub Set of AdSense)

  • All of these programs are ad serving systems.
  • Search is just one outlet of impressions for the system.
  • Everything is centered around a pay per click model vs a CPM or CPA
  • Even CPM programs in Google are judged on an effective CPC basis
                                  Optify Confidential                     Page
Paid Search Testing is Critical

» The success of your program depends on testing and your
  ability to expand/improve
» Look for incremental improvement over a long term.
   » Include seasonality, week parts & day parts
» Your web analytics/tracking protocol is critical
   » What level of granularity can you support/afford?
   » Do you automate bid management?
» Balance between click volume and statistical significance.
   » Does it make sense to optimize terms that get 4 clicks per
     month?




                             Optify Confidential                  Page
Paid Search - Areas to Optimize
»   Inventory (# of impressions accessible)
»   Campaign Structure & Categories
»   Budget
»   Keywords
»   Match types (broad, phrase, exact)
»   Negative Keywords
»   Publishers/Engines
»   Copy
»   Placement: Search vs. Content
»   Bid Strategy/Ad Rank
»   Conversion Process
»   Landing Pages
»   Balance with Life Time Value

                           Optify Confidential   Page
Paid Search Metrics, Levers and Actions
Metrics              Levers                   Actions
Impressions          Total Budget             A campaign daily or monthly cap will limit the # of impressions.
                     # of Keywords            Add keywords via expansion.
                     # of Engines             Include misspellings & similes.
                     Bid Position             Add content traffic to search program.
                     Search v Content         Bid positions 1-4 get the most circulation through syndication.
                     Match Type
                     Campaign Set-Up

Click Through Rate   Bid Position             The higher bid positions get more click-throughs.
                     Relevancy of Copy        Putting keywords into the copy increased click-through.
                     Compelling Copy          Free now and offers tend to increase click-through rates.
                     Search v Content         Content ads have much lower click-through rate than search ads.
                     Match Type

Cost per Click       Publisher/Engine         Different engines have different ranges of prices.
                     Bid Position             The higher the bid position you go for, the higher the CPC.
                     Max Cost per Click       By setting a higher max CPC, your cost will rise to meet position.
                     Competition              The more competition for a term, the more expensive.
                     Match Type

Conversion           Relevance of Copy        The closer the copy matches the product offer/the higher the conversion.
Rate                 Landing Page             Create a very clear, singular action landing page that matches keyword.
                     Offer                    What is a compelling offer? Make it so and match the copy.
                     Funnel Efficiency        What speed bumps exist between the ad the thank you page.

Average Order Size   Product Pricing          Focus more dollars on the categories that drive highest average order size.
                     Cross/Up Sell            Manage to a higher LTV for keywords and categories by acquiring at a higher CPS.
                     Discounts

Life Time Value      Acquisition Source       Improvements in conversion process and post acquisition communication will allow for a
                     Re-marketing Sequence    higher allowable acquisition rate which can open up the acquisition funnel.
                     Product Suite/Releases

                                                      Optify Confidential                                                              Page
Customer Segmentation & Search
Two Major Ways to Segment with Search
» By Keyword
   » Each keyword someone enters is a behavioral indicator.
   » A correlation exists between the stage of the research or
     purchase process and the type of keywords entered.
      » MP3 Player vs ipod 4GB nano black
      » Music vs Free Rhapsody Trial
» By Demographic Data
   » New tools that link account information with keyword
     searches are available.
   » Research keywords to get demographic profile (very helpful
     for wider campaigns)
   » Target broader keywords to a narrower demographic (helpful
     for expanding keyword campaigns)

                               Optify Confidential                Page
New Issues with Search Engines
» Competition
    » Bing running Yahoo search – impact?
    » Google updating UI to add in Bing “esque” features
    » Google Instant – rapid update of results interface while you type
» Real Time Search
    » Google’s “caffeine” is trying to index content faster
    » Adding Real Time tweets to Google Index
» Universal Search
    »   Combining multiple media types into same Search Engine Results Page.
    »   Text, Video, Audio, Images, etc.
» Personalized Search
    » Change results page based on previous search behavior and website visitation patterns
    » Off-shoot of behavioral targeting
» Latent Semantic Indexing
    »   Already in use to improve results
    »   Context of keywords as well as words around the word.
» Mobile Search
    »   iPhone, Blackberry, Google Android Platform
    »   Is it form or function?

                                        Optify Confidential                              Page
Testing Methodologies & Tools
» No Testing is Death
» Start with A/B/C testing > but be disciplined in variable
  control (only one at a time!)
» Move to multi-variant when you have the dollars and traffic
  to support it.
   » Ability to test millions of combinations of variables via tree’d
     approach (aka smart test design)
   » Taguchi method is de-rigueur, but new, more modern
     methods are now commercially available.
» Small incremental changes are the rule, not the exception.




                              Optify Confidential                       Page
That’s a Wrap!
» Visit www.optify.net for more articles, information & blogs
  (in the process of being updated)
» Also visit www.optify.net for jobs 
» Personal blog – www.branddigital.net
» E-mail me with comments, additional questions,
  clarifications – scott@optify.net
» Join the LinkedIn University of Washington MBA Alumni
  Group – go beyond your class!
» Thank You!




                           Optify Confidential                  Page
Appendix - Fun SEO Tools
» http://www.optify.net/
   » Blog posts, guides, SEO and Lead Intelligence software

» http://www.branddigital.net
» http://www.SEOmoz.org
   » Local company with great community, blog and tool set

» http://www.seodigger.com
   » See a list of keywords and what rank for a specific URL
» http://www.seotoolset.com/tools/free_tools.html
   » Various free tools for linking, keyword inventory & more
» http://www.seocompany.ca/tool/seo-tools.html
   » 142 SEO tools for all things
» http://www.marketleap.com
   » Easy to use SEO tools that includes competitive comparisons.
» http://www.searchengineworld.com/cgi-bin/sim_spider.cgi
   » Search engine spider simulator

                                    Optify Confidential             Page
Appendix – SEM Resources
SEO Technical Resources                       RSS Feed Resources
»   www.robotstxt.org/wc/active/html/i             www.marketingprofs.com
    ndex.html (list of bots)                       www.feedster.com (find feeds)
»   www.webmonkey.com (developer                   www.netgator.com
    site with good tips for SEO)                   www.firefox.com


SEO Strategic Resources                       Local Search Resources
»   www.searchenginewatch.com                      www.geolocal.com/
»   www.branddigital.net
»   www.bruceclay.com/                        Paid Search Resources
»   www.clickz.com
                                                   http://www.payperclicksearchengines.com/
SEO Free Tools
» www.marketleap.com
» www.seotoolkit.com




                                         Optify Confidential                            Page
Appendix - Directories
Search Directories           Articles Directories
»   Dmoz.org                    www.Ezinearticles.com
»   Dir.yahoo.com               www.goarticles.com
»   www.joeant.com              www.netterweb.com
»   www.skaffe.com              www.articlefinders.com
»   www.bluefind.com
                                www.articlecity.com
»   www.zeal.com
                                www.ideamarketers.com
»   www.goguides.org
»   www.gimpsy.com
                                www.buzzle.com
»   www.wowdirectory.com           thewhir.com/find/articlecentral/
»   www.sevenseek.com              www.certificate.net
»   www.thisisouryear.com          www.amazines.com
»   Search.looksmart.com
»   www.microsoft.com/smal
    lbusiness/hub.mspx




                                 Optify Confidential                   Page
Appendix - Resources
Design Resources                     Testing Resources
» www.pixelmill.com                  ASP Hosted Applications
» www.templatezone.com                 www.Optimost.com
» www.templatekit.com
                                       www.Offermatica.com
                                       www.NetConversions.com
Web Analytics Resources
» www.clicktracks.com                  www.sitespect.com
» www.urchin.com                       www.Vertster.com
» www.nettracker.com                 Split Testing Calculators
                                       www.splittester.com
Optimization Resources                 http://calc.in-the-name-of-
» www.websiteanalyzer.com               profit.com/86429/ab_test.jsp
» www.websiteoptimization.com
                                       http://www.vertster.com/adwords-tool/
                                     Split Testing Software
                                       http://www.onlinemarketingtoday.com/sof
                                        tware/split-testing/
                                       http://www.splittestgenerator.com/


                                Optify Confidential                        Page
Appendix – More Resources
Pop-up Generator
» www.dynamic-popup-generator.com/
Opt-In List Builders
» www.advertisingknowhow.com/Optin_List_builder.htm
» www.coregcomplete.com/index.php (co-reg software)
» www.opt-intelligence.com (co-reg network)
Marketing Information and Content Sites
» www.marketingexperiments.com
» www.clickz.com
» www.marketingsherpa.com
» www.marketingprofs.com
Examples of Viral Marketing Campaigns
» http://showdown.contagiousmedia.org/

                          Optify Confidential         Page

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Search Engine Marketing Presentation to UW Direct Market Class

  • 1. Search Engine Marketing Overview for UW Business School – 11/5/11 TM Optify Confidential Page
  • 2. What We Will Cover Today » Paid vs Owned vs Earned Media – P.O.E.M. » Why Search? Some Stats… » Search Engine Basics » Organic Search (Natural) » Organic and Social Together » The Social Journey for an Organization » Paid Search » Testing » New Issues with Search Optify Confidential Page
  • 3. P.O.E.M. Media Model Paid Media Owned Media Earned Media aka - Campaigns aka – Nurture & Retention Aka: Inbound Marketing Characteristics » Money = Traffic, No » A person is “known” » Cost is effort money, No traffic » Email address + name » Visibility continues when » Channels are optimized » Channels used to move person effort stops individually to initial sale & recurring » Channels work together revenue Channels » Paid Search » Lead Nurturing » Direct/Brand » Display/Banners » Re-Targeting » Natural Search (SEO) » Affiliate (CPA) » Customer Email » Social Media » Email List Buying » Transaction Emails » Referrals (Links) » TV/Radio/Print » Customer Service » Public Relations » Daily Deals Resources » Media Budget » Email Delivery Platform » Content Creation/Editor » Campaign Management » Customer Database » Publishing Platform » Testing/Optimization » Email Content Creation » Social Media Engagement 3 » Customer Service Response » PR & Blogger Engagement Optify Confidential Page 3
  • 4. Search Dominates > But Look at Social! Optify Confidential Page
  • 5. Why Search Engine Marketing? » The #1 driver of non-direct traffic to most websites » High quality traffic » All stages of the buying cycle from research to price compare » Organic traffic has no media costs » Pay Per Click (PPC) search traffic is highly targetable » By keyword, location, time of day, day of week, demographic, etc. » PPC is self-service, easy to get up and running, highly controllable/optimizable » PPC is a great way to test messaging, offers, landing pages and positioning Optify Confidential Page
  • 6. US Advertising Spending by Media 2007 – 2012 in Millions » Search has overtaken display as the #1 media spend online (as of 2008) » Internet will overtake newspapers in 2011 (if not sooner) » Internet is bigger than spot local/national TV in spend » Search is already bigger than print Yellow Pages/directories » Lots of traditional media spends are in decline while Internet is up, up, up! Source: Jack Meyers Media Business Report as provided to eMarketer, Sept 14, 2009 Optify Confidential Page
  • 7. The #1 Job of Search Engines Provide the Best Search Results Based on the Limited Information (1-4 keywords) the Searcher Gives the Engine. » Better search results (organic & paid) = happier searchers » Happier searchers = more search/repeat usage » More search usage = more inventory » More inventory = more opportunity to sell pay per click advertising Optify Confidential Page
  • 8. Search Engine Marketing (SEM) Programs Search Engine Optimization (SEO) » Listed in the editorial or organic area of engine. » Higher quality traffic – legitimate search results. » No guarantee of placement, mid to long term results. » Local optimization is a distinct set of tactics Pay Per Click (PPC) Search » Auction, bid or CPC system. » Immediate, cost effective, trackable. Pay Per Click (PPC) Content Network » Google/Bing have matched your keywords to content on the internet » You push ads to a site without a specific search » Managed through your same search PPC interface Optify Confidential Page
  • 9. A Google Example SEM of Programs Paid Results: The top two performers from the AdWords CPC program. Main Results: Natural search listings which cannot be bought, but influenced with SEO program. Google does not have a trusted feed or paid inclusion program. Paid Results: AdWords closed-bid CPC placements. Ranked by CTR x CPC. Top three listings distributed to partners. Top three and more distributed to Google’s Content- Targeted Ad network. Optify Confidential Page
  • 10. Example of a Content Ad Network Placement Content Network: Page content mapped to your keywords. Highly efficient buy, but lower in quality. Optify Confidential Page
  • 11. The Golden Triangle of Search Usability » Eye tracking study » The focus is on the upper left with a glance over to the top of the right hand side placements. » Underlines the volume importance of the top placements. » Also, your brand connections starts at the search engine NOT on your website! Optify Confidential Page
  • 12. The Importance of Position » The higher the position, the higher the click through rate » The higher the position, the lower the conversion (in general) » Critical to understand position vs cost vs conversion trade off Source is Optify click through rate study Optify Confidential Page
  • 13. How Crawlers Work – Content + Links! Link Link Link Link Link Web Web Web Web Web Web Page Page Page Page Page Page Search Bots follow links and return information to index Googlebot, MSNbot, Muscat Ferret (www.robotstxt.org lists 298 bots) Update & Cached Pages Index Refresh In Database Schedule News Business Rules (hourly) Web Page Algorithm Fresh Content (recent) Ancillary Data Sources Local Content Crawl Site (standard update) and Sitemap.xml Foundation Database (standard update) Optify Confidential Page
  • 14. How Do They Get Data? – Spiders are Dumb… Search Spiders follow links and return data to search engine for processing with algorithms. They can: » Read meta tags, title tags and HTML content. » Read URL’s (some read past a ? variable, some don’t). » Read some dynamic content. » Follow links through-out the site if built into page. » Are looking for STRONG uses of keywords. » H1 tags, title tags and HTML content are more important. » Bold and italic words. » Are looking for CONTEXT » Block of related text, pages with single themes, etc. Spiders can only return what they can read and find. Our job is to help them find the right information in the right format Optify Confidential Page
  • 15. Why Search Engine Optimization (SEO)? » 70 – 80% of clicks on a search engine results page emanate from the organic search area. » Google: 80% of clicks from organic » Yahoo/Bing: 70% of clicks from organic » Organic clicks may or may not be more qualified. » The clicks are free of media costs (although there are internal & management costs). » It is an important part of your entire Search Engine program » It CONNECTS your content with people – earned media! Optify Confidential Page
  • 16. Core Components of SEO SEO has Six major components • Authority of Domain & Pages • The Quality & Number of Links • Keyword Strategy & Focus • Site & Page Optimization • Content Development • Social Media Signals Optify Confidential Page
  • 17. Search Engine Optimization Truths » Your #1 job is to make finding, crawling and indexing your site as easy as possible for bots » High rankings are built on relevant content & authority » Remember the #1 goal of search engines » Following white hat strategies is best » Engines getting smarter about search spam » Do you have time to fight the search engines? » The simpler a site the easier to get ranked » Balance CMS/Rich Media vs Search Objectives » SEO is NOT fast and never ends » Set aside budget for SEO as you would PPC » SEO will effect your marketing, IT, Web site and copy writing groups. Optify Confidential Page
  • 18. Social Media and Search » Social media has dramatically increased the amount and speed of indexable content available – everyone is a publisher » Blogs, comments and articles are much easier to publish and now have revenue attached to them via Google Adsense, etc. » Social media networks has raised the bar on cross linking, product communication and personal profile publishing. » The concept of a homepage is changing » Not just on your site, but Facebook, LinkedIN, Twitter » Being involved in a conversation and pointing (via links) too an authoritative piece of content adds to the link building tool set » Social is a core element of earned media: content+search+social Optify Confidential Page
  • 19. Twitter – The Latest in Search » Looks like a search engine to me » Hashtags and @ symbols drive direct relevance » Popular topics drive HUGE traffic » Find people who are talking about topics you are interested in » Now Twitter feeds in Google and Optify Confidential Bing (just announced) Page
  • 20. Syndicate and Engage Your Audience via Twitter Create Content Create Campaigns Syndicate Track Results Your Content One off Tweets In Optify Reports • articles • Blog post • Increased visitors • blog posts • 3rd party content • # of leads • conferences • Whitepaper • # of sign-ups • information guides • Source = Twitter • online courses Create a Series of • Detail = Campaign • podcasts Tweets in a Campaign • press releases • Build your tweets for the In Twitter • speaking events week in one sitting • Increase followers • videos • Build all of the tweets for • # of ReTweets ReTweets • webinars the campaign at once • white papers • Include links to your site Facebook • webinars which we shorten for you LinkedIn • Schedule tweets to go Your Site out through your account Other Blogs » Utilizing social media and Twitter to extend the reach of your content is ideal » Tracking the results through campaign variables on your link back to your site, increased number of visitors and increased number of followers Optify Confidential Page
  • 21. The Journey to an Engaged Social Media Program (thank you Ant’s Eye View) Traditional Experimental Operational Measurable Fully Engaged • Listening to • “The arrival of • Budget and • Start tracking • Everyone has what people are Mavericks” authority given business imact the opportunity saying • Someone takes • Strategy, tactics, • Cross functional to participate in • On the sidelines the time to headcount silo’s the social web create company • Silo’d in • Defined success • Governance, profiles marketing • Influencers policies in place identified with clear roles Low resource Part time or “side Resources Organizational Very few requirement time” required, but impact across companies are metrics question here yet – mostly starts to bubble up agencies Where does ING Direct fit into this journey? Optify Confidential Page
  • 22. Paid Media Cost Methods » Online Media Can be Purchased Using Various Cost Methods, Each with Pros & Cons. » Time: Great for guaranteed SOV and placement, but More Common Advertiser Risk inventory is determined by visitor traffic. Effective method for page takeovers to build awareness and to block out competitors. » CPM: Strong guarantee of impressions, share of voice, and targeted placements, but greater risk (of ROI) falls on the advertiser. » CPC: Provides targeted placement at less risk than CPM, but impressions are not guaranteed and risk of Less Common Publisher Risk forced and/or incentive clicks. » CPA or Revenue Share: The least amount of risk for advertiser and paid only when an user-action is performed, but no guarantee of impressions, placement, nor acceptance by publishers. Optify Confidential Page
  • 23. Paid Search Overview » The most effective, timely and trackable way to start spending marketing dollars. » Market is in transition from a Google + Yahoo + Bing + others to just Google + Bing » Google is king – they have the largest volume, highest quality audience, best testing tools & easiest user interface. » Bing is gaining with marketing, innovation and business development » Google content network is MUCH bigger and more refined than Bing Testing is what will make or break your program! Optify Confidential Page
  • 24. How Paid Search Programs Work Advertiser www.Google.com (Search) Advertiser Syndicated Engines Advertiser AOL.com Google, (Syndicated Search) Advertiser Bing Etc. AdSense Sites (Content Ads) Advertiser CPM Sites Advertiser (Sub Set of AdSense) • All of these programs are ad serving systems. • Search is just one outlet of impressions for the system. • Everything is centered around a pay per click model vs a CPM or CPA • Even CPM programs in Google are judged on an effective CPC basis Optify Confidential Page
  • 25. Paid Search Testing is Critical » The success of your program depends on testing and your ability to expand/improve » Look for incremental improvement over a long term. » Include seasonality, week parts & day parts » Your web analytics/tracking protocol is critical » What level of granularity can you support/afford? » Do you automate bid management? » Balance between click volume and statistical significance. » Does it make sense to optimize terms that get 4 clicks per month? Optify Confidential Page
  • 26. Paid Search - Areas to Optimize » Inventory (# of impressions accessible) » Campaign Structure & Categories » Budget » Keywords » Match types (broad, phrase, exact) » Negative Keywords » Publishers/Engines » Copy » Placement: Search vs. Content » Bid Strategy/Ad Rank » Conversion Process » Landing Pages » Balance with Life Time Value Optify Confidential Page
  • 27. Paid Search Metrics, Levers and Actions Metrics Levers Actions Impressions Total Budget A campaign daily or monthly cap will limit the # of impressions. # of Keywords Add keywords via expansion. # of Engines Include misspellings & similes. Bid Position Add content traffic to search program. Search v Content Bid positions 1-4 get the most circulation through syndication. Match Type Campaign Set-Up Click Through Rate Bid Position The higher bid positions get more click-throughs. Relevancy of Copy Putting keywords into the copy increased click-through. Compelling Copy Free now and offers tend to increase click-through rates. Search v Content Content ads have much lower click-through rate than search ads. Match Type Cost per Click Publisher/Engine Different engines have different ranges of prices. Bid Position The higher the bid position you go for, the higher the CPC. Max Cost per Click By setting a higher max CPC, your cost will rise to meet position. Competition The more competition for a term, the more expensive. Match Type Conversion Relevance of Copy The closer the copy matches the product offer/the higher the conversion. Rate Landing Page Create a very clear, singular action landing page that matches keyword. Offer What is a compelling offer? Make it so and match the copy. Funnel Efficiency What speed bumps exist between the ad the thank you page. Average Order Size Product Pricing Focus more dollars on the categories that drive highest average order size. Cross/Up Sell Manage to a higher LTV for keywords and categories by acquiring at a higher CPS. Discounts Life Time Value Acquisition Source Improvements in conversion process and post acquisition communication will allow for a Re-marketing Sequence higher allowable acquisition rate which can open up the acquisition funnel. Product Suite/Releases Optify Confidential Page
  • 28. Customer Segmentation & Search Two Major Ways to Segment with Search » By Keyword » Each keyword someone enters is a behavioral indicator. » A correlation exists between the stage of the research or purchase process and the type of keywords entered. » MP3 Player vs ipod 4GB nano black » Music vs Free Rhapsody Trial » By Demographic Data » New tools that link account information with keyword searches are available. » Research keywords to get demographic profile (very helpful for wider campaigns) » Target broader keywords to a narrower demographic (helpful for expanding keyword campaigns) Optify Confidential Page
  • 29. New Issues with Search Engines » Competition » Bing running Yahoo search – impact? » Google updating UI to add in Bing “esque” features » Google Instant – rapid update of results interface while you type » Real Time Search » Google’s “caffeine” is trying to index content faster » Adding Real Time tweets to Google Index » Universal Search » Combining multiple media types into same Search Engine Results Page. » Text, Video, Audio, Images, etc. » Personalized Search » Change results page based on previous search behavior and website visitation patterns » Off-shoot of behavioral targeting » Latent Semantic Indexing » Already in use to improve results » Context of keywords as well as words around the word. » Mobile Search » iPhone, Blackberry, Google Android Platform » Is it form or function? Optify Confidential Page
  • 30. Testing Methodologies & Tools » No Testing is Death » Start with A/B/C testing > but be disciplined in variable control (only one at a time!) » Move to multi-variant when you have the dollars and traffic to support it. » Ability to test millions of combinations of variables via tree’d approach (aka smart test design) » Taguchi method is de-rigueur, but new, more modern methods are now commercially available. » Small incremental changes are the rule, not the exception. Optify Confidential Page
  • 31. That’s a Wrap! » Visit www.optify.net for more articles, information & blogs (in the process of being updated) » Also visit www.optify.net for jobs  » Personal blog – www.branddigital.net » E-mail me with comments, additional questions, clarifications – scott@optify.net » Join the LinkedIn University of Washington MBA Alumni Group – go beyond your class! » Thank You! Optify Confidential Page
  • 32. Appendix - Fun SEO Tools » http://www.optify.net/ » Blog posts, guides, SEO and Lead Intelligence software » http://www.branddigital.net » http://www.SEOmoz.org » Local company with great community, blog and tool set » http://www.seodigger.com » See a list of keywords and what rank for a specific URL » http://www.seotoolset.com/tools/free_tools.html » Various free tools for linking, keyword inventory & more » http://www.seocompany.ca/tool/seo-tools.html » 142 SEO tools for all things » http://www.marketleap.com » Easy to use SEO tools that includes competitive comparisons. » http://www.searchengineworld.com/cgi-bin/sim_spider.cgi » Search engine spider simulator Optify Confidential Page
  • 33. Appendix – SEM Resources SEO Technical Resources RSS Feed Resources » www.robotstxt.org/wc/active/html/i  www.marketingprofs.com ndex.html (list of bots)  www.feedster.com (find feeds) » www.webmonkey.com (developer  www.netgator.com site with good tips for SEO)  www.firefox.com SEO Strategic Resources Local Search Resources » www.searchenginewatch.com  www.geolocal.com/ » www.branddigital.net » www.bruceclay.com/ Paid Search Resources » www.clickz.com  http://www.payperclicksearchengines.com/ SEO Free Tools » www.marketleap.com » www.seotoolkit.com Optify Confidential Page
  • 34. Appendix - Directories Search Directories Articles Directories » Dmoz.org  www.Ezinearticles.com » Dir.yahoo.com  www.goarticles.com » www.joeant.com  www.netterweb.com » www.skaffe.com  www.articlefinders.com » www.bluefind.com  www.articlecity.com » www.zeal.com  www.ideamarketers.com » www.goguides.org » www.gimpsy.com  www.buzzle.com » www.wowdirectory.com  thewhir.com/find/articlecentral/ » www.sevenseek.com  www.certificate.net » www.thisisouryear.com  www.amazines.com » Search.looksmart.com » www.microsoft.com/smal lbusiness/hub.mspx Optify Confidential Page
  • 35. Appendix - Resources Design Resources Testing Resources » www.pixelmill.com ASP Hosted Applications » www.templatezone.com  www.Optimost.com » www.templatekit.com  www.Offermatica.com  www.NetConversions.com Web Analytics Resources » www.clicktracks.com  www.sitespect.com » www.urchin.com  www.Vertster.com » www.nettracker.com Split Testing Calculators  www.splittester.com Optimization Resources  http://calc.in-the-name-of- » www.websiteanalyzer.com profit.com/86429/ab_test.jsp » www.websiteoptimization.com  http://www.vertster.com/adwords-tool/ Split Testing Software  http://www.onlinemarketingtoday.com/sof tware/split-testing/  http://www.splittestgenerator.com/ Optify Confidential Page
  • 36. Appendix – More Resources Pop-up Generator » www.dynamic-popup-generator.com/ Opt-In List Builders » www.advertisingknowhow.com/Optin_List_builder.htm » www.coregcomplete.com/index.php (co-reg software) » www.opt-intelligence.com (co-reg network) Marketing Information and Content Sites » www.marketingexperiments.com » www.clickz.com » www.marketingsherpa.com » www.marketingprofs.com Examples of Viral Marketing Campaigns » http://showdown.contagiousmedia.org/ Optify Confidential Page

Editor's Notes

  1. P.O.E.M. Model
  2. Update slide or get rid of – top level spend
  3. Organic Integration Model