1. Search Marketing
A brief introduction to Organic, Paid and Local.

2. Hello!

3. You’ll Learn
• Search Marketing from a conceptual standpoint
• How to apply SEO best practice to other digital marketing
You won’t learn:
• The SEO Silver Bullet
• SEO as an independent, disconnected marketing channel

4. Our Agenda
Part 1 - Concepts Part 2 - Details
• Marketing Mindset • SEO is…
• Inbound vs. Outbound • On-Site SEO
• What is Search? • Off-Site SEO
• Anatomy of a SERP • Local Search/Local SEO
• How Google Works • Paid Search
• What is Search? Part 2 • Holistic Search
• Search Verticals Markeitng
• Don’t worry, there’s
more. • Open Forum

5. Get in a Marketing Mindset
• Stop thinking tactically.
• Recognize the whole.
• Focus on a goal.
• Ask yourself, “what is the reason I am marketing?”
• Leads? Direct response? Direct sale?
• What does my marketing funnel look like?
• Where does my transaction occur?

6. Outbound vs. Inbound
Outbound Marketing Inbound Marketing
• Going to the customer • Drawing the customer in
• Advertising heavy • All about attraction
• Think: • Think:
• Direct Mail • Organic Search
• Newspaper Advertising • Blogging
• Radio/TV Ads • Content Marketing
• Email Marketing • Social Media
• Banner Advertising • Video Marketing
• Various Ad Placements

7. What is Search Marketing? (1)
• Answering questions.
• Being where your consumer is going.
• Having attractive content/marketing.
• Being visible.

8. SERP Variations and Modifiers
ANATOMY OF A SERP

13. SERP Variations
• Standard
• Localized
• Shopping
• Image-defined
• Video
• Author/Blog Search
• Many, many, many more.

14. Crawling, Processing, Displaying
HOW GOOGLE WORKS

15. Two Primary Processes
Before you Search At the Moment of Search
• Google Crawler • Query Intent
Determination
• Relevancy Determination • Search Personalization
(S+YW)
• Creating the Index • Display Results

16. Simple, right?– The Bot
• Start with one website
• Follow a link
• Follow another link
• Follow a link again
• Keep following links
•
•
•
• Know all the things.

17. Relevancy Determinations
• WTF is TF/IDF
• No, it really isn’t that simple.
• Semantic understanding
• A headless browser?

18. Displaying Search Results
1. Determine the intent of the query
2. Ascertain all caveats (circumstance, QDF, etc.)
3. Bias data towards Geography (Venice)
4. Bias data towards Social (S+YW)
5. Bias data towards Person
Stuff happens after, too.

19. What is Search Marketing? (2)
• Answering questions.
• Creating visibility in search verticals
appropriate for your marketing goals.
• Generating action from your search
visibility.

20. Search Verticals

21. SEO | SEM | PPC | Local Search | Holistic Search
DETAILS

22. Lets split this up.
• SEO (Search Engine Optimization)
• SEM/PPC (Paid Search)
• Local Search (probably the most
important search vertical)

23. SEO | Organic Search | Natural Search
SEARCH ENGINE OPTIMIZATION

24. SEO is…
the art and science of modifying on-website variables and
architectures, and developing off-site factors, with the intention
of manipulating the visibility of a information and digital
properties in a search engine.

25. Really, though, SEO is…

26. SEO Ranking Factors
Add – author authority, author-level social
metrics, publisher metrics, etc.

27. On-Site SEO Factors

28. On-Site SEO Factors
• Content Elements
• Page titles, headings, content on-page, images, etc.
• Architecture of the content
• Relationship of the content to other content (TF/IDF)
• Technical Elements
• Crawlability of the Website
• Use of schema.org microformats (semantic understanding)
• Other microdata usage

29. Off-Site SEO Factors

30. Off-Site SEO Factors
Link Profile Social / Author Profile
• Quality of Backlinks • Prolificness of Author
• Relevancy of Backlinks • Usage of Markup
• Quantity of Backlinks • Social Shares
• Social Mentions
• Full Link Profile • Brand Authority

31. Link Profile Considerations
• Relevancy of the backlink (semantic and technical)
• Quality of the linking page
• Geography of the linking page
• Link neighborhood
• Follow vs. NoFollow
• Every other conceivable notion

32. LOCAL SEARCH

35. Local Search Factors
• Citation Quality
• Correct NAP
• Semantic Quality
• Citation Quantity
• Reviews*
• Diversity of Interaction
• Geography
• SEO Factors

36. PAID SEARCH

38. Paid Search
• Is an entire separate session, with it’s own nuances.

39. Good Search Marketing
• Is Holistic
• Has a Goal Greater than Rank
• Is a Process, not a Product

40. Good Resources
• SEOMoz Blog
• Search Engine Land
• Mhimorandum (Local Search)
• Search Engine Watch
• AdWords Blog
• Google+ (follow SEO)

41. Open Forum
Thanks!