Overview of search engine marketing, including search engine optimization, paid search advertising, and social media: - What is search marketing and how can it help me? - How can I turn web visitors into customers? - Why is my website not getting much search engine traffic? - How should I plan for and budget for search marketing efforts? This presentation is used during our monthly Donuts & Search Marketing Basics workshop at our headquarters in Ann Arbor, Michigan. Register now: http://www.thewholebraingroup.com/events

1. Internet Marketing 101:
Search Marketing Basics

2. The Whole Brain Group
Delivers premium design & digital marketing
services to growing companies, using strong
in-house technical expertise and a results-
driven process.
✓ Founded in 2002
✓ Headquarters in Ann Arbor,
Michigan
✓ # of Whole Brainiacs: 15
✓ Hubspot Partner

3. What we do

4. What we do
PPC & Keyword Strategy Tech Support
Social Google Analytics
Video
Engagement
SEO
Training
Integrated
Blogging
Mobile Apps
WordPress Development
Content Digital Marketing
Pay-Per- Social Media
Google AdWords Reporting
Web Design
Design
Results Monitoring Lead Generation

5. Our Difference
• Technology is in our company
DNA
• We love to collaborate
• We are perfectionists at heart
• Process makes us happy
• Results make us even happier

6. Our Team
Right Brain (Creative) + Left Brain (Geeky) =
Whole Brain Goodness!

7. Let’s get started!

8. Anatomy of the Search Results Page

9. Anatomy of the Search Results Page

10. Anatomy of the Search Results Page
Organic Search

11. Anatomy of the Search Results Page
Google Places
Organic Search

12. Anatomy of the Search Results Page
Paid Search
Google Places
Organic Search

13. Anatomy of the Search Results Page
Paid Search
Google Places
Organic Search
Paid Search

14. Basics for Your Search Engine Marketing Plan
• Identify your web site goals and objectives (Sales,
Leads, Awareness etc.)
• List how your searchers will find you and what part of
the sales cycle they will be in when they find you.
• Choose your approach: SEO, Paid Search, Social Media
• Measure the Results with Google Analytics and a CRM
system. Repeat.

15. Your Website is Like A House
• Lots of ways to get
in
• Not everyone comes
through the front
door
• Keep all the paths
clear for people to
buy/call/contact you
• If you plan to
expand, start with a

16. SEO Recipe for Success
✓ Keywords ✓ Drive Traffic
✓ Nerdy Stuff ✓ Local Search
Listings
✓ Interesting content
✓ Usable Design
✓ Call(s) to Action
✓ Simple forms

17. Keywords: Choose wisely!
https://adwords.google.com/select/KeywordToolExternal

18. Strong Title and Meta Description
Titles count heavily in rankings and
your Meta Description Tag tells
visitors why to visit.
Optimized Coding Style Exposes Content
<h1>Tag</h1> highly searched for phrases and
use Cascading Style Sheets (CSS) to optimize your
source code to expose to search engine crawlers.
Use Site Maps to Tell the Robots
Where to Go
In addition to a Sitemap for visitors,
the Sitemap.xml guides search
engines when they index your site.

19. Nerdy Tip: Submit sitemap.xml

20. Content: Engage Your Audience
• Tell a story & make it
interesting!
• Remind your visitors to turn
the page (include links to
other pages on your site)
• Give them something to
download and share with
others - eBooks, checklists,
whitepapers

21. Call to Action - Strong & Obvious

22. Landing Pages
Simple Forms = More Leads

23. Traffic Tip: Paid Search

24. Traffic Tip: Paid Search
• Paid search advertising lets you bid for position in
the search results.
• A few best practices:
✓ Repeat the user query
✓ State a benefit
✓ Include a call to action
✓ Use a relevant landing page in Display and Destination URL
✓ Be tempting!

25. Traffic Tip: SEO + Paid Search = Better

26. Traffic Tip: Social Media Universe
Social Networks
Reviews, etc.
Blogging
Social Bookmarking
Videos
Event Sharing
Microblogging
Presentation
Photo Sharing Sharing

27. Traffic Tip: Video Sells
• Make sure content is compelling
• Doesn’t always have to be a slick
production
• Use humor - people love to
share funny videos
• Don’t forget to include a call to
action
• Spread the word with social

28. Traffic Tip: Link Building
• Ask for relevant links to your
site
• Build a network of strategic
partners you can create
content with & help each other
spread the word
• Press releases that get picked
up on high-traffic sites
• Listings in directories

29. Traffic Tip: Local Search

30. Traffic Tip: Be Mobile Friendly

31. Traffic Tip: Analyze This

32. Traffic Tip: Track your Leads & Conversions
• Use a Customer Relationship
Management (CRM) system
• Track your leads, where they came
from, how people found you, etc.
• Analyze your results so you can
target improvement & stop doing
things that aren’t working
• Be patient - don’t give up too
quickly!

33. If You Only Do One Thing...BLOG!
• Blogs are rapidly indexed
• They naturally increase the diversity of
key phrases you will be found for
• They’re expected to be more informal
• They encourage sharing and participation
• Don’t forget to include social sharing
links
• Stick with it – you won’t regret it!

34. Bonus: Links to View from the Discussion
• Google Analytics: http://www.google.com/analytics/
• Google AdWords: http://www.google.com/adwords/
• Google Webmaster Tools: http://www.google.com/webmasters/
• Google Keyword Tool: https://adwords.google.com/select/
KeywordToolExternal
• Local Search Listings: http://listings.local.yahoo.com/,
http://www.google.com/local/add,
https://ssl.bing.com/listings/BusinessSearch.aspx
• Directories: Yelp.com, Business.com, Yahoo -
https://ecom.yahoo.com/dir/submit/intro/

35. Talk to me...
Angelina Vergari
Inbound Marketing Analyst, Whole Brain Group
734.929.0431
avergari@thewholebraingroup.com
http://twitter.com/wholebraingroup
http://www.facebook.com/WholeBrainGroup

36. Now What??

37. Download our Social Media Checklist
The Sensible Social Media Checklist for Businesses
Follow our simple suggestions to create a consistent social
media presence on multiple channels.
✓ Blogging
✓ Facebook
✓ Twitter
✓ LinkedIn
Scan QR code with your smartphone
to request our eBook
http://www.thewholebraingroup.com/social-media-checklist-businesses-infographic/

38. Download our Free eBook
The Essential Step-by-Step Guide to Internet Marketing
Whether your business is just getting started with internet marketing or you just
want to brush up on the basics, this eBook can serve as your essential guide to
setting up and implementing a successful internet marketing strategy, step-by-step!
You will learn how to:
✓ Implement a keyword strategy
✓ Optimize your website & get found on search engines
✓ Create awesome shareable content
✓ & much more
http://info.thewholebraingroup.com/free-internet-marketing-ebook-
request
Scan QR code with your smartphone
to request our eBook
The Step-by-Step Internet Marketing Guide is brought to you by
The Whole Brain Group & HubSpot to help your business achieve success online.

39. Request a free consultation
Your free 30-minute
Talk to a Whole Brain Group expert about how your company consultation will help you
can develop, manage, and execute complex web marketing identify problem areas, and
strategies with a strong focus on goals such as: identify next steps for taking
your digital marketing to the
✓ Getting more qualified leads next level.
✓ Getting measurable results from your marketing
investment
✓ Launching a new product or service
✓ Standing out from the competition
http://info.thewholebraingroup.com/request-a-free-marketing-
consultation
Scan QR code with your smartphone
to request our eBook