Search Engine Marketing

bookkeeperquailInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

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Search Engine
Marketing
SEO for eCommerce Websites
Why Should I Market My Business Online?
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Percent of searches done with intent to buy:
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The Players?
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YOU –ECMTA Members!
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The search engines…
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How we got here…
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Popularity of Search Engines
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Source: Nielson Online, MegaViewSearch for MarketingSherpa, June 2008.
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What is Search Engine Marketing?
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Search Engine
Marketing
Search Engine
Marketing
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The Difference Between Paid and Organic
Search Results
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Organic or Natural Search Results
Pay Per Click or Sponsored Search Results
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Key Concepts for Organic Optimization
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Identify your profitable keywords
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Understand how “spiders”work
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Set up your site architecture with critical on-page
elements
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Create content focused on specific key phrases
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Understand the secret to natural ranking –links!
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Find and build backlinks
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Have a plan and know what you’re up against
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Monitor, analyze and apply the knowledge
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Identifying Profitable Keywords
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Learning from the Yellow Pages
–Do you advertise in the Yellow Pages?
–Why?
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Identifying Profitable Keywords
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Identifying Profitable Keywords
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Defining Profitability
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Traffic–Number of searches in a month
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Competition–Other sites with this keyphrase
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Relevancy–Phase of the buying cycle
Hint: Market Samurai, KeywordDiscovery.com,
WordTracker, NicheBot
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Key phrase profitability =
Traffic +Competition
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How Do Spiders Work?
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Data storedin Search
Engine Database (index)
Data scrubbedin Spam Filter
URL:www.Mybuildersolutions.com
Spiderperforms a Fetch, and
URL is captured.
Linksare put into the queue
to be crawled
Examinepages for…
•Title
•Meta description tag
•Meta keyword tag
•Headline
•Alt text
•Body copy
User searchesfor keywords.
The search engine looks in the
index for relevant results and
displays them.
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Site Architecture –Key On-Page Elements »
Title Tag –very important for ranking
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Description Tag –compel a user to click
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Keyword Tag –phrases to describe topic of page
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Headline–tell the user what the page is about
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Alt Text –describe images
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Body Copy –250 words or more
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Links–text is best
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Creating the Target Page
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•Keyword in title
•Description tag
•Keyword tag
•Header tag
•Body copy
•LSI
•Links!
How and Why Links Work
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Links Provide Testimonials
More Testimonials = Higher Ranking
Therefore Links Provide Higher Rankings!
Link
Link
Link
Link
Your Web Site
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Where do Links Come From?
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Ask for ThemDirectoriesPress Releases
Web 2.0Articles
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Have a Plan –Typical Work Schedule ©Copyright 2009 Network Solutions. All rights reserved.
Reputation Management
Offsite Optimization
Onsite Optimization
SEO Analysis
External Page Content Creation
Blog Posts
Landing Page Optimization
Competition Link Analysis
Press Release
Comment Links
Heading Tag Edits
External Link Analysis
Social Network Optimization
Niche Directory Submissions
Image Tag Edits
Article Creation & Submission
Directory Submissions
Indexing Analysis
Keyword Analysis
Redirects
Title & Meta Tag Edits
WORK CATEGORY
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Content Optimization
Analysis Keyword
Meta Tag Edits
Title Tag Edits
Image Tag Edits
Indexing Optimization
Redirects & Error
Codes
SE Webmaster
Account
Linking Optimization
Links Submissions,
Directory
Link Submissions,
Directory
Link Writing Blog
Post
Link Writing Article
Link Submissions,
Article
Links Submissions,
Directory
Link Writing Blog
Post
Link Submissions,
Directory
Link Writing Blog
Post
Link Writing Article
Link Submissions,
Article
Link Submissions,
Directory
Link Writing Blog
Post
SEO Reports
SEO Work Schedule
SEO Work Report
SEO Work Report
SEO Work Report
SEO Work Report
SEO Work Report
SEO Work Report
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Analyze and Apply the Knowledge
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»
Free statistics software:
http://Analytics.Google.com
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Learn what words are working and
making sales for you!
Let’s Look at PPC Marketing
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Search Engine
Marketing
Search Engine
Marketing
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Pay Per Click (PPC) Listings
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Pay Per Click or Sponsored Search Results
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If Most People Look at the Organic Results,
Then Why Do PPC at All?
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Source: iCrossing, Search Synergy Natural and Paid Search Symbiosis, March 2007
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When PPC and organic listings share a search
result page you can expect:
»
45% increase in “call to action”taken
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45% increase in orders
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43% more page views
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40% more visitors
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38% more time spent on site
Benefits of Pay-Per-Click Advertising
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Targeted advertising
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You only pay when people visit
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Immediate results
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Tracking of investment return
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Improved user experience
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You control your costs
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Key Concepts for Pay-Per-Click
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How Pay Per Click advertising (PPC) works
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Account structure and setup
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Develop ad writing techniques
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Optimize for Ad position
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Split test ads to optimize for ROI
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Geo-target your ads
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Use the Content Network
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Tools to monitor results daily, and then tweak/test,
tweak/test, tweak/test…
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How Does it Work? First, Set up Your Ads
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Write your ad copy
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Tell the engine which keywords
should trigger the ad
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Set a maximum cost per click
(your “bid”)
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When someone searches, your ad
appears –hope they click!
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Components of a PPC Campaign
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Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
AdGroup1
AdGroup1
Ad 1
Ad 1
Ad 2
Ad 2
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
AdGroup2
AdGroup2
Ad 1
Ad 1
Ad 2
Ad 2
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
AdGroup3
AdGroup3
Ad 1
Ad 1
Ad 2
Ad 2
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Writing a Good PPC Ad
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Be Concise
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Tie Keywords to Ad Copy
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Set the Right Expectations
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Be Rhythmic or Melodic
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Pre-qualify Clicks When Possible
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Dentist in Fairfax
Have Whiter and Healthier Teeth
Friendly and Professional Office
www.BrightDentistry.com
Line 1: Title Line -Keywords in the Headline
Line 2: Description
Line 3: Description 1
Line 4: Display URL (Destination URL)
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Optimizing for Ad Rank –Ranking Factors
Three factors set ad position…
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Bid Price
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Click Through Rate
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Quality Score
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5
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Optimizing for Ad Rank -Split Testing ©Copyright 2009 Network Solutions. All rights reserved.
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Ad 2
Ad 2
Atlantic Luggage On Sale
Travel In Style! Atlantic Eternity,
Altitude & Lite. 110% Price Match.
AltmanLuggage.com
AdGroup2
AdGroup2
Ad 1
Ad 1
Atlantic Luggage Sale
Save Over 70% On Atlantic Closeouts
Find A Huge Selection On Sale Now!
AltmanLuggage.com
vs.
By running multiple ads
for one keyword set you
can optimize for the best
converting ads.
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Geo-Target Your Ads
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National Campaign
–Targets People Nationwide
–Use Location Keywords
•Region, City, Neighborhood or Landmark
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Local Campaign
–Customized Targeting
–Targets to Area Around Your Business
•About 80% Accurate (Based on IP Addressing)
•Any Range of Miles
•Can Also Use GPS Coordinates
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Track Activities That Lead to New Customers
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Network Solutions®Reporting
Platform
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Simplifies the Pay-Per-Click
process
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Fully automated
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See which keywords work best
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Keep tabs on your budget
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Track any conversions –even
phone calls!
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You can track all of your marketing
online and offline
Think Like a Search Marketer –Big Rewards »
What is the “Average Value”of a new customer
for your business?
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What is the “Quantity of New Customers”
(per month) you would like to gain from your online
marketing investment?
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Average Value x # of New Customers =
Total Revenue
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Just think of the opportunity!
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Your Search Marketing Strategy
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Build Content
–Identify profitable keywords
–Create content pages around those keywords
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Build Backlinks
–Use forums, blogs, directories, articles
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Launch Your Pay-Per-Click Campaign
–Google®and Yahoo!®are the major players
–Set up, analyze, tweak, repeat
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Analyze Results
–Monitor organic listings and SEO activities
–Watch PPC ads daily and trend key metrics
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Repeat
–Search Engine Marketing is an ongoing process
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Ready to Get More Leads to Your Business?
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We are here to answer your questions
about online marketing and help you
get started today.
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If you would like a personalized online
marketing consultation, please see one
of our expert team members who can
schedule that for you today!
»
We’re here to help…
let’s get started!
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