Search Mojo is a search engine marketing firm that provides SEO, PPC, social media advertising, and online reputation management services. The document discusses how SEO has evolved and continues to focus on content, authorship, and mobile readiness. It also covers changes in PPC including the importance of ad extensions and new formats like Google Offers and Product Listing Ads. The presentation concludes with a discussion of analytics and lead nurturing techniques like progressive profiling and conversion paths.

1. THE ABCS OF SEO AND PPC
JANET DRISCOLL MILLER
SEARCH MOJO
NOVEMBER 5, 2013

2. ABOUT SEARCH MOJO
•
Search engine marketing firm founded in 2005
– Search engine optimization (SEO)
– Pay-per-click advertising management (PPC)
– Social media advertising
– Online reputation management
•
Headquartered in Charlottesville, VA
– Office in Charleston, SC
•
Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
•
Speakers at SMX Advanced, MarketingProfs, PubCon and more
@searchmojo
SEARCH-MOJO.COM

3. OUR CLIENTS
B2B
@searchmojo
B2C
Non-Profit
SEARCH-MOJO.COM

4. ORGANIC SEARCH

5. SEO IS DEAD. LONG LIVE SEO!
@searchmojo
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6. SEO IS DEAD. LONG LIVE SEO!
@searchmojo
SEARCH-MOJO.COM

7. SEO IS DEAD. LONG LIVE SEO!
@searchmojo
SEARCH-MOJO.COM

8. SEO IS DEAD. LONG LIVE SEO!
@searchmojo
SEARCH-MOJO.COM

9. THE FOUR MAIN PARTS OF SEO
•
•
•
•
Keywords
Content
Inbound Linking
Social Media
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10. SEO ISN’T DEAD. IT’S CHANGED.
• Inbound links
– Press releases
– Spammy sites
• Greater emphasis on content
– Authorship
• Greater emphasis on social
– Google+
• SEO has become more
holisitic
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SEARCH-MOJO.COM

11. GOOGLE AUTHORSHIP
• Currently available on web pages and PDFs
• Google also often “infers” authorship
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12. AUTHORSHIP BENEFITS
Control: No Rich Snippets
Authorship Snippet
7.20%
23.30%
40.20%
28.90%
68.90%
1st Result
2nd Result
23.70%
3rd Result
4th Result
@searchmojo
SEARCH-MOJO.COM

13. MOBILE
• Mobile design to become a ranking factor
for mobile SEO in the near future
– May be having recent impact
• As much as 30% of site traffic now
from mobile
• http://bit.ly/MobileSEO2013
@searchmojo
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14. HOW TO PREPARE FOR SEO IN 2014
• Focus on content
• Rethink your link strategy
– Involve social media team
•
•
•
•
Prepare for authorship
Think mobile
Get local SEO in order
Make sure your metrics are in place
@searchmojo
SEARCH-MOJO.COM

15. PPC

16. AD EXTENSIONS
•
•
•
•
•
•
Location extensions
Call extensions
Sitelinks
Seller ratings
App extensions
Review extensions
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17. AD EXTENSIONS NOW AFFECT COST
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18. AD EXTENSIONS NOW AFFECT COST
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19. NEW ADWORDS AD RANK FORMULA
Larry Kim’s translation:
“We really want our advertisers to adopt ad extensions so that the
sponsored ads on the SERP look even more blinged-up than ever.
Unfortunately, you advertisers are a bunch of lazy bums and adoption
is painfully slow. So, going forward, instead of just rewarding
advertisers that use of Ad Extensions, we’re also going to also start
penalizing advertisers who fail to adopt them.”
http://searchengineland.com/new-adwords-ad-ranking-formula-what-
does-it-mean-174946
@searchmojo
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20. BEYOND KEYWORD ADVERTISING
• Google Offers
• Product Listing Ads
• Retargeting
– Display
– YouTube
– RLSA
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21. GOOGLE OFFERS
• New way for local businesses to provide
offers to searchers
• Free, but allows for “promotion”
@searchmojo
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23. GOOGLE OFFERS ON MAPS
•
http://googlecommerce.blogspot.com/2013/10/create-offers-in-minutes-andreach.html
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24. PRODUCT LISTING ADS (PLA’S)
Pushing Store Visit
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Pushing E-commerce
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25. WHAT IS RETARGETING?
98% of visitors leave your
site without converting
Over 85% increase in
return conversions
@searchmojo #mojowebinar
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26. WHY RETARGETING?
• More than 90% of retailers do not
complete a transaction in their first visit.
• Retargeted consumers are nearly 70%
more likely to complete a purchase as
compared to non-retargeted consumers.
• Retargeted consumers spend, on average
50% more than those served with nonretargeted banner ads.
@searchmojo
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27. RLSA
• Customize your search ads campaign for
people who have previously visited your
site
• Tailor bids and ads to these visitors when
they're searching on Google
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28. THE DIGITAL MARKETING GAPS
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30. PAID SEARCH HAS LIMITED DEMOGRAPHICS
• “Social Media Management Software”
– Enterprise level product:
12 months/$100,000 commitment
• But WHO searches using this term?
@searchmojo
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31. WHY SOCIAL?
• High level of demographic targeting
Facebook
Likes
Industry
Gender
Gender
Status Update
Title and/or Function
Geographic Region
Geographic Region
School
Company Size
Age
@searchmojo
LinkedIn
Seniority Level
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32. WHY SOCIAL ADS?
@searchmojo
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33. SOCIAL MEDIA ADVERTISING:
LINKEDIN

34. LINKEDIN ADVERTISING
WITH RETARGETING
Conversions
2012
2011
0
@searchmojo
50
100
150
200
250
300
350
400
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35. LINKEDIN ADVERTISING
WITH RETARGETING
Conversions
2011
@searchmojo
2012
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36. LINKEDIN ADVERTISING
WITH RETARGETING
Cost per Lead
2011
@searchmojo
2012
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37. LINKEDIN ADVERTISING
WITH RETARGETING
Cost
2011
@searchmojo
2012
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38. ROI OF LINKEDIN
%
281
(revenue)
ROI
%
1178
(pipeline)
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39. ANALYTICS AND NURTURING

40. MARKETING AUTOMATION
• 50% of qualified leads are not ready to purchase
immediately
• Companies that invest in marketing automation solutions see
70% faster sales cycle times, and 54% improvement in quota
achievement.
• Businesses that use marketing automation to nurture
prospects experience a 451% increase in qualified leads.
Companies that excel at lead nurturing generate 50% more
sales ready leads at 33% lower cost.
• 47% of nurtured leads make larger purchases over nonnurtured leads.
• Companies that automate lead management see a 10% or
greater increase in revenue in 6-9 months.
@searchmojo
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41. MARKETERS’ CHALLENGES
@searchmojo
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42. WHAT IS PROGRESSIVE PROFILING?
• Propagating a user’s profile over time
• Marketers prioritize the fields to capture
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43. EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS
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44. EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS
42.3% of
Respondents
Fill Out
Additional
Information
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45. MARKETERS’ CHALLENGES
@searchmojo
SEARCH-MOJO.COM

46. GOOGLE ANALYTICS
•
•
•
•
•
Set up Goals
Set up Ecommerce
Use tagging
Use Attribution Modeling
Tracking across devices
@searchmojo
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47. ATTRIBUTION MODELING
@searchmojo
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48. TRACKING ACROSS DEVICES
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50. FREE WEBINAR ON THURSDAY
• Top 14 SEO Myths… Busted!
• Thursday, 2 p.m. ET
• Register at: search-mojo.com/myth
@searchmojo
SEARCH-MOJO.COM

51. CONTACT
Janet Driscoll Miller
jmiller@search-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo)
Twitter: @janetdmiller
Facebook:
www.facebook.com/SearchMojo
@searchmojo
SEARCH-MOJO.COM