Overview of SEO & SEM
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Transcript of Overview of SEO & SEM
Overview of Search Marketing: SEO & SEMSEO & SEM
Sanger & EbyNew Horizons Computer Learning Centers
24 March 2011
About Sanger & Eby
• Strategic Design and Technology Firm Focused on Specialized Business Communications
• Services Include:
– Strategic planning and research
– Social media strategy and execution
– User experience planning– User experience planning
– Print and interactive design
– Interactive and multi-channel marketing
– Content development
– Search marketing (SEO & SEM)
– Website development
– Custom business and web applications
– Mobile applications
24 March 2011Seminar Series 2011
Copyright Sanger & Eby 2011 All Rights Reserved2
Fast Facts About Sanger & Eby
• Founded in 1988 by Lisa Sanger & Donna Eby
• Certified Women’s Business Enterprise (WBE)
• Staff of 21 Employees
• All Strategy, Design, and Programming Done In-House
• 15 Years Experience Creating Websites
• 700+ Sites Designed and Developed
• 95% Client Retention Rate Year Over Year• 95% Client Retention Rate Year Over Year
• Clients include:
– Macy’s
– Fifth Third Bank
– Luxottica
– RotoRooter
– Crayons to Computers
– Children’s Hospital
24 March 2011Seminar Series 2011
Copyright Sanger & Eby 2011 All Rights Reserved3
What is Search Marketing?
• Search marketing is leveraging search engines such as Google,
Bing, and Yahoo to market your company, brand, or product
via paid and editorial search engine results
• Ensuring your company is featured prominently in search
results when people enter keywords or phrases related to your
business.business.
• Two Primary Components
– Search Engine Optimization (SEO)
– Search Engine Marketing (SEM), a.k.a. Pay Per Click (PPC)
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Want to Catch a Fish?
Fish where the fish are.Fish where the fish are.
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The Value of Search Marketing
• 50% of Consumers Start Purchase with Online Research
• 63% of B2B Buyers Start with Online Research
• 85% of B2B Buyers Do Online Research During Buying Cycle
• To Buy from You, They Have to Find You
• 1 Trillion Websites…and Counting
• 90% of Search Engine Users Don’t Look Past the Top 30 Results
• 75% Don’t Look Beyond the First Page• 75% Don’t Look Beyond the First Page
• Rankings 1-5 10 Times More Likely to Be Clicked on Than 6 & 7
Sources: PowerReviews Study 2010, Nielsen/NetRatings, Enquiro Search Solutions, Google
The New Rule of SEO, 2010
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Benefits of Effective Search Marketing
• Increased Visibility
• Increased Awareness
• Perception of Leadership and Increased Credibility
• Powerful Branding
• Immediate Results (PPC)
• Long-Term Visibility (SEO)• Long-Term Visibility (SEO)
• Increased Targeted Traffic
• Increased Conversion Rates for Call to Action
• Decreased Cost per Lead
• Decreased Cost per Sale
• Increased Sales
• Measurable
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Search Engine Optimization (SEO)
• The process of improving the visibility of a website or specific page in search engines through natural or organic search
• Utilizes search engine algorithms to elevate a site to top rankings in search results
• Considers how search engines work and what people search for
• Ongoing process (search engines continually refine algorithms) • Ongoing process (search engines continually refine algorithms)
• Key techniques include:
– Editing content and HTML within a site
– Increasing relevance for specific keywords and phrases
– Removing barriers to search engine indexing
– Building link popularity
• Related negative category: Black Hat SEO
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Search Engine Marketing (SEM)
• Search advertising model in which advertisers pay the search
engine when a featured ad is clicked.
• Advertisers bid on keywords and phrases relevant to their
business to achieve visibility within paid search results.
• Search engines display an ad when a user keyword query
matches the advertiser’s keyword list.matches the advertiser’s keyword list.
• Ads are called sponsored links or sponsored ads
• Appear separately from organic search results
• Also referred to as Pay Per Click (PPC)
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Leading Search Engines
• YouTube
• Bing
• Yahoo!
• Ask
• AOL
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How Search Engines Work
• Register Site with Search Engine
• Automated Site Crawlers (AKA “spiders” or “bots”)
• Index Content in Database
• Utilize Specialized Algorithms to Rank Sites
• Display Contents of Index Based on User Search Queries
• Constantly Adjusted Algorithms
– Better user experience
– More relevant search results
– Level playing field
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How to Get Started with Search Marketing
• Determine your objectives
• Develop a search strategy
• Identify strategic keywords (including long-tail keywords)
– Relevant to your business and products or services
– Include negative keywords
– Google AdWords or WordTracker– Google AdWords or WordTracker
– Leverage for both PPC and SEO
– PPC results feed into SEO
• Develop Good Content Featuring Strategic Keywords
• Home Page Highest Priority
• Remember Your Home Page May Not Be the Entry Point
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Benefits of SEM
• Flexibility
• Immediate Results
• Control Over Location and Time Ads Appear
• Google Content Network Displays Ads Across Sites
• Test Keywords for SEO
• Merit-Based Rankings (Not Just Bids)
– Quality score and relevance
– Clickthrough rate and relevance
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Secrets of SEM
• Make Ad Copy Relevant to Search Terms
• Manage and Track Campaign
• Utilize Long-Tail Keywords
• Utilize Landing Pages
• Test Your Ads• Test Your Ads
• Adjust Budgets for Keywords
• Measure, Measure, Measure
• Optimize, Optimize, Optimize
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Case Study: Macy’s District Planner Recruiting
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Macy’s District Planner Recruiting
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Macy’s District Planner Recruiting
• Strategic Landing Pages Provide Details on Position
• Clearly Featured Call to Action (Yes, I’m Interested!)
• Follow Up Page Includes Short Response Form
• Both Pages Include Tracking Code
• Enables Accurate Measurement of ROI
• Provides Tracking of:
– Impressions
– Clicks
– Applications Completed
• Macy’s Can Quantify Cost for Each Action
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Macy’s District Planner SEM Results
• 1MM+ Impressions per Month
• 2,500+ Clicks
• 9% Conversion Rate
• 50%+ Identified as Appropriate Candidates & Enter Interview
Process
• Expanding Campaigns to Other Positions• Expanding Campaigns to Other Positions
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Search Engine Optimization Tactics: Internal
• Long-Tail Keywords
• Page Titles
• Headlines and Subheads
• Body Text
• Alternate Text for Images and Interactive Pieces (Flash, etc.)
• Accessibility
• Meta Tags
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Search Engine Optimization Tactics: External
• Register with Search Engines
• Build Link Popularity
• Utilize Social Media
• Start (and Maintain) a Blog
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Case Study: Macy’s Diversity Leadership
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Case Study: Macy’s Diversity Leadership
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Case Study: Macy’s Diversity Leadership
• Content-Rich Pages
• Limited Use of Flash
• Strategic Page Titles, Headlines, and Meta Tags
• Alternate Text for Images
• Text-Based Navigation
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Macy’s Diversity Leadership Results
• #1 Spot in Google for Key Search Terms
• Traffic Increased 41%
• 82% of Visits are New
• All Major Site Sections Receive Nearly Equal Traffic
• Dramatically Increased Awareness
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Social Media and Search
• Search engines are indexing social media content
– LinkedIn (particularly Groups and Answers)
• YouTube is the second largest search engine
• Increases visibility and inbound links• Increases visibility and inbound links
• Generates multiple and unique listings
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Blogging
• Share Your Expertise and Promote Your Business
• Additional Opportunities to Utilize Keywords
• More Pages of Content to Index
• Frequently Updated Sites Rank Higher
• Expand Your Focus (Comments on Other Blogs)
• Participate in the Conversation
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The Perils of Black Hat SEO
• Defined as using unethical techniques to improve search engine
rankings
• Presents content differently to search engine spiders than to
search engine users
• Creates a poor user experience
• Violates search engine rules and policies• Violates search engine rules and policies
• Sites are penalized or even delisted when caught
• Short-sighted solution to a long-term problem
• JC Penney Case Study
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Black Hat Tactics to Avoid
• Keyword Stuffing: long lists of keywords without other content
• Hidden Text: e.g, white text on a white background
• Doorway Pages: pages users don’t see, created just for search
engines
• Link Farms: long lists of unrelated links that artificially boost
link popularitylink popularity
• Link Spamming: Posting your URL on unrelated or irrelevant
sites
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Questions?
Want a Copy?
Contact me!
[email protected]@sangereby.com
513.784.9046
Twitter: sangereby
Facebook: Sanger & Eby
LinkedIn: Kat Jenkins
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