Search Engine Marketing - AgentD.com.

moonlightmidgeInternet and Web Development

Nov 18, 2013 (4 years and 1 month ago)

158 views

















“Search Engine
Marketing
Strategies”









Spring 2012

















*Arizona State B.S. Marketing ’95.

*Columbia University M.B.A. ’03.

*10+ Years Online Marketing
Experience.


*Certified Google
Adwords

Professional (>1000), SEO, Social
Media. 2000+ sites. Top 1%
Power Affiliate CJ.com. 5.5 Hour
Course on Traffic & Driving Sales
Online.

*AgentD.com President.






























*The #1 Most Important Element Of
Driving Traffic Online Is
Keyword
Research.

What
Exact Phrases

Are
People Searching For?

*99% Of Companies Do It WRONG!

*There Are
Dozens

Of
Free

&
Paid

Tools You Can Use To Generate
Keywords. Keywords Can Be Used
In
Hundreds

Of Ways To Make
Money Online.

*Keyword Research Is A
MASSIVE

Topic:












































































*3 Levels Of Keywords:











































Researchers.

Shoppers.

“Buyers”

$

















Geographic Segmentation:











































“Cell Phone”

“New Cell Phone”

“Buy New Cell
Phone
Houston


















*The Rule Generally*: The More
Specific The Keyword Phrase, The
Higher The Conversion RATE!
(Getting A Sale).

*Even Google Advises Targeting
2
-
3
Keyword

Phrases For Maximum
ROI In
Adwords
.

*E.G.“Loan” Could Have A 10,000
Different
Meanings

& 1,000
Different
Audiences

Looking For
Loan Related Terms! We Want
BUYERS
. (Cont.)
























































*A Mortgage Company:








































Mortgage
Refinance Tips.

Mortgage
Refinance
(Maybe).

Mortgage
Broker.

Loan

Mortgage Help

Find Mortgage

New

Home

Loan Mortgage
Austin
.

















*Google:
https://adwords.google.com/select/KeywordToolExternal


























































*
Strategy
: Generate A List Of
Seemingly Highly Qualified
Keywords, &
Track The Results
Meticulously

Using Google
Analytics….

*Because Even After Generating The
List Of
Seemingly

Highly Qualified
Keywords, You’ll Still Find That
Some Words FAR Outperform
Others

For Reasons Beyond Our
Collective Comprehension.
-

We
Just Want The
Revenue
.



















































































Adwords
=P.P.C.=Pay Per Click. You
Pay For Every Visitor You Get. 3
Big Players…


1.
Google.

2.
Yahoo!

3.
BING (MSN).

(2&3 Now Merged).

-
Google Has 65%+ of Market + An
Extensive Content Network Too.
Higher %

In Technical Markets
Probably!

































*Pay Per Click EXTREMELY
LUCRATIVE A)
in The Right
Markets

B)
with The Right
Keywords
. Money Losing IN
Others!

*Scalable Too (If Not Geographically
Constrained).

*2 Things That You Need For Pay
PerClick

To Work (For Direct
Response: A.K.A. “Making Sales”
Vs. Branding)…




























1)
High Ticket Items
. Physical Brick &
Mortar Companies Sometimes A
GREAT

Fit For PPC.

(Pay Per Click Somewhat Limited In
How High People Will Bid For A
Click: Probably
Psychological
.)


2)
Avoid Effectively “Upside Down”
Markets
. (
Forex
, Many Local
Markets: E.G. Cosmetic Dentists,
Satellite TV).




























*Pay Per Click Takes Time To Figure
Out
-

Not For Amateurs…But HIGH
ROI
If PPC Fits Your Market
.

*Google Has Extensive Training
Material Online About How To
Master The Google
Adwords

System:


https://adwords.google.com/support/aw/bin/static.py?
hl=en&page=examstudy.cs&ctx=go































*There Are Other Sometimes Ways
To Get Around High PPC Costs.
Video

Ads:
































PPC Math: Comes Down To How
Much You Make Per Customer Vs.
How Much You Pay To Get Him To
Buy.








*Extremely Important To Track PPC:
Adwords
/Analytics Integration &
Watch
Conversions/Keyword
!












No ROI.


Adjust Your Marketing.

Paying More In PPC
Charges Than You
Are Making Back?


ROI.


Refine Campaigns To
Increase ROI $$$.

Making More Than
You Are Spending?

















*Sometimes OK to lose Money On
PPC if Your
Backend

Is Strong
Enough. Many Markets Like That
Online.

*
Keyword Research

Is Critical For
PPC, Maybe Even More So Than
Free SEO Traffic (Next Section).

*Many Factors Influence PPC. Two
Biggest Ones (Besides Keyword
Prices):

1.
Geography

2.
Time!






























*But That’s
Great News

Because PPC Is So
Flexible That You Can Effectively “Edit”
Out Non Performing Keywords, Times &
Geographies. And
TARGET DIRECTLY
!






























*Google’s
Content Network

Sometimes Produces
Better Conversions Than Google.com. Maybe
Less Competition as Everyone Scared Of “Click
Fraud” On The Content Network (Historical
Problem).











Search Network VS: Content






























*SEO=Search Engine Optimization.

*History: First Rankings Were Easy
To Get & They
Still

Are in Some
Markets: You Just Have To Play A
Lot
Smarter
.

*A Lot of SEO “Spam” Has
Disappeared & Page Generating
Spam Not A Viable Anymore
(GOOGLE): A Lot Of
Opportunity

Still Exists For
FREE SEO
TRAFFIC

BUYER

TRAFFIC!





























*MANY Different SEO Strategies. The
Chances Of SEO Working For You
Really Depends On The
RELATIVE
SOPHISTICATION OF YOUR
MARKET!

*Online, Certain Segments Of
ALL
Markets

Constantly Change=
Opportunity.

*SEO Takes Time. But Much Faster
Now To Get “Indexed” Than Just
A Few Years Ago!






























*Key To SEO in 2012 Is To Work On
Improving Your Content & Going
AROUND THE COMPETITION!

You
Only Have 24 Hrs./day.

*It’s Much Easier To Let Other
People Build Your Links & Rankings
For You: That’s Why You Need To
Focus On Providing Good Stuff.



-
How Do You Do THAT?





























*By Mixing In “Buyer” Related
Keywords With Your Content, In
Your Meta Tags (Title), Etc.. This
Has 2 HUGE BENEFITS:

1.
Throws The Competition For A
Loop: There Often Is No One
Optimizing For These Terms! They
Have NO IDEA!

2.
The Traffic You’ll Get Is Much More
BUYER Oriented=$$$$$$!




























3 Main Ways Of Doing It:

1.
High Traffic Sites
:
Tumblr
,
Wikipedia, etc. (Search Engines
Seem To Trust These Sites)

2.
Videos

(
Youtube

owned By
Google).

3.
Images
:































*There Are Dozens Of Different SEO
Tools & Services On The Market.

1.
SEO Nuke: Automation.

2.
SEO Elite: Great For Research & Link
Building.

3.
Many Different Link Building & Article
Submission Services (Really For The
SEO Benefit of Articles):
http://www.instantarticlewizard.com/
,
http://www.jetsubmitter.com/
,
http://www.seolinkvine.com/




























The GOAL:
















Blog
Comment

Comment

.EDU

DMOZ

Article

Blog Roll

.EDU

Directory


















*
FACT
: Links Are One Of The Biggest
Traffic Sources Online
-

(Even Without
The SEO Benefit!). Maybe More Valuable
Themselves

vs. SEO?

*More Links = More Traffic. (Controversy
Over The Power Of Certain Links & Not
Others)…Mass Links From Relevant
Sites=VERY VALUABLE TRAFFIC.

*A Single Link Can Send 7
-
10 HIGHLY
TARGETED VISITORS to Your site EVERY
DAY for ETERNITY.





























Powerful Ways To Get Inbound Links
:

*.EDU Links (University Links
-
Maybe
More Trust b/c Of Age Of Sites)

*Directory Links: Directory Submission
($29+).
http://info.vilesilencer.com/top.

*
DMOZ.org
: Extreme VIRAL link power!

*Paid Directories
-

Yahoo! & Other
Smaller Ones. Some People
Reporting Great Results Here…Some
Highly Targeted=$$!





























*One Way To GET
Huge

Amounts Of
Links (And FREE CONTENT) Is To
Start A Directory

For Your Market!












/Directory

/Blog

/Wiki

YourSite.com

















More Ways To Get A Ton Of Inbound
Links:

1)Articles: The Key Is In Marketing
Them YOURSELF.

2)Blog Comments:
KeywordLuv

Plugin
,
CommentLuv
,
DoFollow
.
Good For Getting Basic
Links…But, Takes A LOT of
Comments To Make A Difference.


http://dofollow.info/

http://www.trafficgenerationcafe.com/commentluv
-
enabled/

































SEO Pros
:

*100% FREE.

*Unlimited Potential

*Little Penalty For Getting It Wrong.

Adwords

Pros
:

*Fast.

*Highly Controllable.

*Many Uses.


SEO Cons
:

*Little Control.

*Very Slow.

*Unpredictable.


Adwords

Cons
:

*Expensive.

*Some Markets “Upside Down.”

*Learning Curve.

SEO Vs. PPC

















*Joint Ventures Are One Of The
Best

Ways To
Increase Sales

In
Any

Market!

*JVs Have Been Around A
Long

Time
Offline
-

Marketers Have Been
Trading Customers For
Decades
!

























































Benefits.


Product.

Your Offer


Site.


Lists.

Their “Stuff”


Money.


Friends!

PROFIT!

















*The Entire Affiliate Marketing
Industry Can Be Considered A
HUGE

Series of “Mini
-
JVs!” Now A
5Billion Dollar Industry With It’s
Own Tradeshows (Affiliate Summit)
& Networks (CJ.com)

HUGE
MONEY.

*The World Gets Blurry Between
Affiliate Marketing & JVS
-

But JVs
Often Mean A
One Time

Promotion.

Cross Promotion
” If You Are
Promoting Back & Forth.












































































*2 Major Things Potential JV
Partners Want To Know:




























































Is The Offer
“Legit?”


Help Their
Customers.


Not A Scam.

What Is The
Payout
?


Sheer
Money

Amount.


Backend
Amounts, Etc.

















*Blogging Is Now A
Dominant
Communication

Medium
: Very
Well Accepted.





































































*Use
Youtube

Videos To Drive
Traffic Through Bloggers
(Embedded Code):

*Once A Hot Video Hits The
Blogosphere, It Can
Rapidly

Spread

Because Of “Community
Effects.” Bloggers Monitor each
Other Hunting For The Latest
Content...Smart Marketers
Use
This To Their Advantage
!































































































*Use Blogs To Drive Traffic By
Spreading A Message(And
LINKS!) Quickly Through PRs:






















Keyword Rich Press Release With
Inbound Links Distributed.

Bloggers Discover Release Through
RSS & Post It On Their Blog.

Consumer Exposed To Message Via
Bloggers, SEO, & Google/Yahoo
News.

Blog

Blog

Blog

Blog

Blog

Blog

















*Best Way To Use These Is In
COMBINATION
. Let Them
Feed
Each Other

& Evolve. Target The
Combination

That Makes You The
Most Money
. It’s Just That Easy.

*Use Social Media Tactics In
Combination

With SEO: Keyword
Rich Content When Possible.

*
Integrate All Marketing Efforts
(Social Media, SEO, PPC, Offline)
Create A
TON

of Ways For People
To
Reach

You=
TRAFFIC
!











































1. Google
Adwords
...
Money Is Coming In.

2. Use Data For SEO,
Social Media. More
Revenues…

3. Analyze, Refine,
Increase Sales,
Repeat!






























Thank You!


Rich
Menz

AgentD.com

832
-
715
-
2508

http://agentd.com/search