Anvil YWSE SEM Fundamentals 0509
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Transcript of Anvil YWSE SEM Fundamentals 0509
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Growing Your Business ViaSearch Engine Marketing
Presented by:Kent LewisPresidentAnvil Media and Formic Media www.anvilmedia.com www.formicmedia.com
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Anvil Media, Inc. Background
Search engine marketing agency
Specialize in SEO, PPC & SMM management
Founded in 2000; 40+ active clients
PBJ’s 10th Fastest Growing Private Company
PBJ’s 10th Most Philanthropic Small Company
2009 SoMe Social Media Awards Winner
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Agenda
Search Engine Marketing (SEM) Benefits
Search Engine Optimization (SEO)
Pay-per-Click (PPC)
Social Media & Local Search
Web Analytics
SEM Resources
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SEM Benefits
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SEM Benefits
Increase RevenueAdvertising, Affiliate, Subscriptions, LeadsE-commerce
Decrease CostsReduce traditional media & marketing spendsLeverage existing content
Increase ProfitsMeasurable ROIBranding halo effect
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SEO
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Search Engine Optimization AKA natural or organic Search engine results page (SERP) Google is the new home page
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The 3 C’s of SEO
Content
Code
Credibility
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Content: Keyword Research
Free Tools Google MSN Keyword Discovery
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Content
Content is King Keywords embedded in text & meta Proximity, prominence & placement Top level pages & text navigation
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Code Template, file & URL optimization Internal linking structure Duplicate content & session IDs
Code
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Credibility
Key Elements Inbound link credibility (PageRank) Domain history IP neighborhood (ISP/hosting)
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PPC
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Pay-per-Click Offers larger degree of control Keywords, text ads & landing pages Quality Score requires management
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PPC Process
Explore
Evaluate
Expand
Enhance
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Explore & Evaluate Keywords Text ad copy Landing pages
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Expand & Enhance Keywords Ad Groups Conversions
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Social & Local
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Google OneBox Universal search disruption Requires dedicated effort Primarily geographically-based
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Google Local Business Center Locate & claim your listing Create, update & optimize information Regularly monitor & manage
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Analytics
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Google Analytics Unique visitor behavior Measure search marketing Create and optimize funnels
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Summary
Leverage & extend existing marketing effortsCreate, optimize and syndicate valuable contentUtilize paid search to effectively target customersPlan, test and measureRemember: a marketing budget should be UNLIMITEDTake my SEM Workshop this Friday @ PSU
Kent Lewis, PresidentAnvil Media and Formic Mediahttp://www.anvilmedia.comhttp://www.formicmedia.comhttp://twitter.com/kentjlewishttp://www.linkedin.com/in/kentlewis
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Resources
Google.com/Analytics
Google.com/Local/Add
Google.com/Webmasters
Google.com/Websiteoptimizer
SearchEngineLand.com
SearchEngineWatch.com
SEOmoz.org
SEMpdx.org
SocialSearchMarketer.com
ToprankBlog.com
WebmasterWorld.com