Post on 11-May-2015
Presentation Title | DateIntroduction to Search MarketingWorkshop 19-18-2012
Francis SkipperVP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
#451Webinar
Overview• What is search marketing?• SEO• Paid Search• Q&A
Search Engine Marketing
Better known as SEM
or
Search
Marketing
What is search marketing?
Process of gaining traffic and visibility from search engines
You’ll get more of this…• Rankings• Traffic• Page Views• Visibility• Impressions• Brand Awareness
But, Ultimately it comes down to…
More of this…
Search does not exist in a vacuum
“I think I’ll search for some random product or service that I have never
heard of.”
2 Out of 3 Searches In Google
Are Driven By Another Medium
A Little Background
On Search
Why should I care about search?
Worldwide, 88,000,000,000 searches are conducted on Google per month.
34,000 Per Second
2,000,000 Per Minute
121,000,000 Per Hour3,000,000,000 Per Day
Terms to Know• The process of improving visibility of a website or a web
page in a search engine’s “natural” or unpaid search results
SEO: Search Engine
Optimization
• Internet advertising model used to direct traffic to websites where advertisers pay the publisher when ad is clicked
PPC: Pay Per Click
• Graphical, image or video based ads that appear contextually near relevant content. Can be based on search, but more often on category and demographics
Display (Banner)
Paid Results
OrganicResults
Search Engine Results Page (SERP)SearchQuery
• 95% of users don’t go beyond the first page of search results (positions 1-10)
• 88% of search engine users who don’t find what they seek on the first three pages of search results will change engines or change their search term
• 71% of search engine users believe that websites returned at the top of search results are the top brands in their field
Search Engine User Behavior
SEO *aka - Organic, Natural
Search Engine Optimization
Gaining web traffic from FREE listings on search engines
SEO Has Three Core Components
ContentCode Connections
Code - Technical Considerations
User Input Requirements Site Security Cookie Implementation Robots.txt Frames Broken Links & 404 Trapping Server Load Balancing URL Redirection <Noscript> Tags Internal Navigational Elements Internal Linking Domain and URL structure Session IDs Flash
Technical issues limit search index
inclusion
Search Friendly URL’s
http://www.451marketing.com/services/search-marketing/
Content - Performance Considerations
Site Optimization Tags Content Gaps Optimizing Website Content Internal Linking Convention Mirror Domains and
Duplicate Content Sub-Domain Strategy
Opportunities to increase search visibility
Content*
Title Tags
Content: Keywords
Content: Keywords
Content: Density
Percentage of times a keyword appears
on a web page compared to the total number of
words on the page
(Nkr/Tkn) * 100
Rule of Thumb: 4% - 250-500 words
Keyword ResearchQ: For what Google search should you rank #1?
A: “innovative, creative, game-changing”
Q: What do you do/make/sell?
A: “Oh. Cloud based storage for small business”.
Google Free Keyword Tool
https://adwords.google.com/o/KeywordTool
Google Trends
http://www.google.com/trends
Internal Search Logs
#2 Searched Term: “bed spreads””
Competitive Research
Restrict queryto competitor’s
domain
Connections
Quality > Quantity
• Paid/Free Directories - Manual• Social Media/Blogs - Viral• Press Releases – Manual & Viral• 3rd Party Associations - Manual
Paid Search Marketing
Paid Results
OrganicResults
Search Engine Results Page (SERP)SearchQuery
Preparing for a Digital Advertising Campaign
Anatomy of a PPC Ad
25 Characters
35 Characters35 Characters
Preparing: Defining Your Audience
Think about the people who you want to see your ads
• Location• Language• Education• Work• Age• Gender• Birthday• Relationship Status• HIH• Groups• Likes• Friends
Awareness
Education
Consideration
Purchase
The Purchase Funnel
Awareness
Education
Consideration
Purchase
Increase Brand Visibility
Drive Qualified Traffic
Impressions & CPM“plasma tv”Microcenter
Reviews, comparisons, demos“Plasma tv reviews”
Generate LeadsNewsletter, Email captures, etc.[Sign up for secret offers!]
SalesRevenue, orders, ROI, ROAS“Buy Sony Bravia 46” Plasma TV”
FeelerEmail MarketingReach your customers and actuallyhave time for lunch. Free trial.www.ConstantContact.comEmphasis on human connection and feelings
Intuitor
Words like “grow” and “growth” to implyforward, future thinking
Email MarketingGrow your small business withemail marketing. Free trial.www.ConstantContact.com
Sensor
Action words focusing on achieving results & being competitive
Email MarketingReach customers before yourcompetitors do. Free trial. www.ConstantContact.com
Thinker Email Marketing200,000+ small businesses chooseus for email marketing. Free trial.www.ConstantContact.comWords invoking confidence in product, community-themed
Audience Segmentation
Metrics and Measurement
• Impressions & Clicks• CTR – click through rate
• How many of my ads got clicks?
• Clicks/impressions• Return
• Conversion Rate• Revenue• ROAS• ROI
ROI ROAS
$ Generated$ Spent
Based on corresponding
advertising
Return on Ad Spending
(Gain – Cost)Cost of Investment
Return on Investment
vs.
Preparing: KeywordsBased on what your audience is interested in instead or what they might be looking to buy depending on the channel
Getting Started
You’re probably wondering…• Which is more effective?• I rank high in SEO
results, do I need PPC?• Do I need to do both?
Search Engine Marketing
SEOOrganic
Pro:Great Long-term ROI
High Ceiling & VolumeMore exposure, branding, awareness
Con:Tough to quantify
Lots of work (design/development)Takes a while (not for short-term)
PPCPaid
Pro:Quick Set up
Highly measurable & quantifiableLess development resources needed
Con:More expensive
Lower ceiling & volume potentialMay be subject to “ad blindness”
Wrap up slide
Francis SkipperVP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
#451Webinar