"Ready, Set, Search!" is the first in "Power of Digital" marketing and professional development series. This presentation tackles the ever-changing world of search marketing. We discussed the differences between organic (SEO) and paid (PPC) search. We delved into how a user searches in 2010 and beyond an how search is changing with emerging channels, such as mobile. Finally, we discuss all of the latest happenings in the world of search including Google Instant, the Search Alliance and local search. Prepared by Brittany Burdoine-Lewis and Christy Belden. Presented by Christy Belden, VP of Marketing+Media.

13. Desktops
Mobile Phones
Laptops
Tablets Netbooks

24. PAID RESULTS

25. PAID RESULTS
ORGANIC RESULTS

28. “Good link building is just good marketing.”
~ Justilien Gaspard

34. “Pay Per Click (also known as Pay Per Ranking, Pay Per Placement, Pay Per Position or
Cost Per Click) enables you to list your site at the top of search engine results by
advertising on keywords that best describe your product or service. It's a dynamic
marketplace - the higher you bid, the higher your advertisement will be displayed in the list.
You pay only when a searcher clicks on your listing and connects to your site. You don't
pay to list, you only pay for clicks or click throughs. This way you only pay for the traffic to
your site, there are no other hidden costs.”

36. Google CEO, Eric Schmidt at the
2010 Mobile World Congress

38. Source: What’s Future of Mobile
Search and SEO?. January 11, 2011.
http://www.seomoz.org/blog/whats-the-
future-of-mobile-search-and-seo.

39. “On average, 27% of all Yelp searches
come from our iPhone App. That number
dips during the week when Yelp.com traffic
surges. Then on the weekend, it moves up
again as people pull out their Yelp mobile
apps when they’re on the go – a trend
we’ve already been seeing for quite some
time!”
“Mobile Apps: Search By Another
Name.” Greg Sterling, Search Engine
Land. http://searchengineland.com/apps-
search-by-another-name-43685

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44. FROG

68. Ad Sitelinks

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Content + Links = Search Engine Success