© 2010 Levelwing. All rights reserved | www.levelwing.com

Hi.

© 2010 Levelwing. All rights reserved | www.levelwing.com 2

presentation available at: www.levelwing.com/sema/20SearchTips jeff@levelwing.com

© 2010 Levelwing. All rights reserved | www.levelwing.com 3

“Data is the most consumed product and it affects all others.”

- Eric Schmitt 5 exabytes

(5.0x10ˆ19) = all info created

through 2003 5 exabytes created

every 48 hours

© 2010 Levelwing. All rights reserved | www.levelwing.com 4

In 1993 __________ pages existed on the worldwide web.1

1United Nations Data, 1994 2Google, October, 2011

Today, ____________ pages are being indexed on Google alone for the term “auto parts”.2

50

354,000,000

© 2010 Levelwing. All rights reserved | www.levelwing.com 5

= “I want”

© 2010 Levelwing. All rights reserved | www.levelwing.com 6

= “I want”

© 2010 Levelwing. All rights reserved | www.levelwing.com 7

“I want”

© 2010 Levelwing. All rights reserved | www.levelwing.com 8

Complimentary Strategies

© 2010 Levelwing. All rights reserved | www.levelwing.com 9

Source: Jakob Niellsen, 2010

Tip 1: Start with the right content

Quality Words

Engaging Fresh

© 2010 Levelwing. All rights reserved | www.levelwing.com 10

Tip 2: Call things what they are

“Honey, I’m going to Meineke for some

steering and suspension services.”

“Honey, I’m going to Meineke to get my

alignment checked.”

© 2010 Levelwing. All rights reserved | www.levelwing.com 11

Google Insights For Search

alignment

steering and suspension

© 2010 Levelwing. All rights reserved | www.levelwing.com 12

Gateway Page

Flash Content

Missing Title Tags

Missing rich HTML text

Tip 3: Build for search engines

Site Loads Slowly

© 2010 Levelwing. All rights reserved | www.levelwing.com 13

Tip 4: Use keywords in title tags

•  Should be unique for each page •  Should be concise and explain page content •  Typically have 66 characters

K&N High Performance Air Filters, Air Intakes, & Oil Filters

© 2010 Levelwing. All rights reserved | www.levelwing.com 14

Tip 4: Use keywords in title tags

© 2010 Levelwing. All rights reserved | www.levelwing.com 15

Tip 5: Use keyword-rich meta description

160

© 2010 Levelwing. All rights reserved | www.levelwing.com 16

Win/Lose decided here

© 2010 Levelwing. All rights reserved | www.levelwing.com 17

Tip 6: Use keyword-rich urls

brake repair

????

© 2010 Levelwing. All rights reserved | www.levelwing.com 18

Tip 7: Use alt image attribute & name image

jl_knw_sidepromo_placeholder1.png

© 2010 Levelwing. All rights reserved | www.levelwing.com 19

Tip 8: Use keyword-rich anchor text

© 2010 Levelwing. All rights reserved | www.levelwing.com 20

Source: Jakob Niellsen, 2010

Tip 9: Arrange content for scanning

© 2010 Levelwing. All rights reserved | www.levelwing.com 21

© 2010 Levelwing. All rights reserved | www.levelwing.com 22

© 2010 Levelwing. All rights reserved | www.levelwing.com 23

Users

Advertisers Search Engine

What is Quality Score?

Quality Score or Quality Index balances ecosystem

Ranked on a 1-10 scale (10 = best)

Higher quality score usually means higher position and lower CPC

© 2010 Levelwing. All rights reserved | www.levelwing.com 24

What Influences Quality Score?

QS Click-Through Rate

(CTR)

Ad Relevancy

Keyword Relevancy

Landing Page Quality

Historical Performance

Other Relevancy

Factors

© 2010 Levelwing. All rights reserved | www.levelwing.com 25

What Does Quality Score Influence?

QS

Eligibility

Position

Price

Above Organic Results

© 2010 Levelwing. All rights reserved | www.levelwing.com 26

© 2010 Levelwing. All rights reserved | www.levelwing.com 27

Tip 10: Build organized foundation •  Organize “Campaigns” within Account

•  5 or fewer unique keywords in an ad group

•  Minimum of 3 to 5 text ads/ad group

•  Minimum of 3 to 5 calls-to-action

© 2010 Levelwing. All rights reserved | www.levelwing.com 28

Tip 11: Build negatives

© 2010 Levelwing. All rights reserved | www.levelwing.com 29

Tip 11: Build negatives

meta http-equiv="Keywords" name="Keywords" content=“tom's of maine, toms of maine, natural personal care products, toms of maine products, tom's of maine products, natural care products, oral care products, choose cruelty free, wind energy company, kate and tom's of maine, certified organic products, tom, toms, kate and toms, tom's of maine, toms of maine, maine products, toms products, tomsofmaine"

(ADD these as negative keywords)

© 2010 Levelwing. All rights reserved | www.levelwing.com 30

Tip 12: Check different locations

© 2010 Levelwing. All rights reserved | www.levelwing.com 31

© 2010 Levelwing. All rights reserved | www.levelwing.com 32

Tip 13: “Broad” match is for head terms

Phrase & Exact

Broad S

earc

h Vo

lum

e

Generic Keywords Specific Keywords

© 2010 Levelwing. All rights reserved | www.levelwing.com 33

Tip 14: Use Search Query Reports

© 2010 Levelwing. All rights reserved | www.levelwing.com 34

Tip 15: Use Google Insights for Search

© 2010 Levelwing. All rights reserved | www.levelwing.com 35

Web Search Interest: car battery

Tip 15: Use Google Insights for Search

© 2010 Levelwing. All rights reserved | www.levelwing.com 36

Tip 16: Focus on off-page SEO

Source: Google & Bing via Danny Sullivan Interview, 2010

•  Grow quality links •  Do the socially respected share your content?

© 2010 Levelwing. All rights reserved | www.levelwing.com 37

Tip 17: Test, fail quickly, syndicate

© 2010 Levelwing. All rights reserved | www.levelwing.com 38

Tip 18: Create real accountability “Not everything that can be counted counts, and not everything that counts can be counted.”

-Albert Einstein.

© 2010 Levelwing. All rights reserved | www.levelwing.com 39

Tip 19: Benchmark Benchmark Your Baseline Measurements Before Your SEM Campaign Begins •  Overall traffic by channel/keyword •  Search engine traffic •  Paid vs. organic traffic •  Conversions by channel/keyword •  Top traffic-driving keywords •  Top conversion-driving keywords •  Keyword rankings

© 2010 Levelwing. All rights reserved | www.levelwing.com 40

Tip 20: Bottom line metrics trump all

ROI (best)

ROAS (better)

CPA/KPI (good)

Cost Per Action/ Key Performance Indicators

•  “Good” •  Initial optimizations

Return On Ad Spend •  “Better” •  Sales data layered in

Return On Investment •  “Best” •  Sales data with profit margin data •  Profitability/Best Customers

© 2010 Levelwing. All rights reserved | www.levelwing.com 41

9/8/2011 – Google Buys Zagat

41

© 2010 Levelwing. All rights reserved | www.levelwing.com 42

Local Search

42

© 2010 Levelwing. All rights reserved | www.levelwing.com 43

Future of Search?

43

© 2010 Levelwing. All rights reserved | www.levelwing.com 44

Why is this Important?

44

59% of online shoppers customer product reviews have a significant impact on their buying behavior

Source: Marketing Charts, 9/2011

© 2010 Levelwing. All rights reserved | www.levelwing.com 45

Why is this Important?

45

on Yelp ratings…

Source: Michael Luca, 2011

= 9% revenue increase

© 2010 Levelwing. All rights reserved | www.levelwing.com 46

Thank you.

Or: email: jeff@levelwing.com phone: +1 646 216 8334 twitter: @jeffadelsonyan blog: www.AskingSmarterQuestions.com