Post on 23-Jan-2015
description
• 10:00 – 10:20 a.m. Welcome and Basics of Search Presentation
• 10:30 – 10:45 a.m. Round 1
• 10:45 – 11:00 a.m. Round 2
• 11:00 – 11:15 a.m. Round 3
• 11:15 – 11:30 a.m. Round 4
• 11:30 – 12:00 p.m. Individual Consultations
Engaging Branding | Top Technology | Easy Manageability
> Sites that perform & convert visitors to customers
Holistic Web Marketing | Organic + Paid + QOV Metrics
> Continually-managed, for traffic and conversion
Connect | Convey | Converse With Audiences
> Active dialog that creates a bond and advocacy
• Founded 2004, integrating web, branding
and online marketing
• Offices in Springfield and Columbus, Ohio
• Staff of 16 FT/PT web, search and online
marketing professionals
• Unique top-level focus and access
• Driven to provide cost-efficient services
Source: comScore, Jan. 2010
Source: Society for New Communications Research, March 09
Source: Sapient Interactive, June 09
• Search Engine Marketing
• Integrating search engines across multiple aspects of your marketing strategies
• Pay-Per-Click, Search Engine Advertising
• Using Google Adwords, Yahoo Search (CPC), etc.
• Search Engine Optimization
• Optimizing content to appear high on search engine rankings
• Social Media Optimization
• Optimizing your social media content to appear high on search engine rankings
PAID
ORGANIC
Key Quality Metrics
•Page views – 3 or more
•Time on site – 3 min or more
•Bounce rate – 30-40%
• Cost efficient, requiring mostly time &
expertise
• Once achieved, results tend to be long-
lasting
• Typically higher quality traffic
• Buying vs. renting
• Technical aspects
• Keywords and key phrases
• Title tags, heading tags & existing content
• Content growth
• Links and link building
• Local business lists
•Highly targetable – geo-targeting targets searchers
where they are geographically.
• Highly measurable
• Cost-effective when managed – pay only when a
user clicks your ad
• Ability to daypart
• Ability to land users on unique landing pages
• Multivariable testing to determine which
ads are working best
Visit Google.com/AdWords to test a campaign
• Get creative with keywords –
think in the mind of the searcher
• Use ad copy that is clear, well-
written, specific, and compelling
• Create keyword-specific
landing pages
vs.
Relevant
Keywords
Landing
Pages
Engaging
Ad Text
Tools:
• adwords.google.com/select/KeywordToolExternal
• freekeywords.wordtracker.com
• websitegrader.com
Table 1 – Grabbing
Growth Gradually
(Organic Search)
Table 2 –
Connecting with
the Customer
(Conversions)
Table 3– I Want Traffic
Now!
(Paid Search)
Table 4– Build it
(Right) and They
Will Come
(Technical Aspects)