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Search Marketing: Updated March 2011
This document discusses key elements of online marketing including search engine optimization, paid search, and social media. It provides an overview of objectives like generating leads and engaging customers. Search marketing is powerful because most users only click results on the first page. Elements of SEO include on-page optimization, link building, and using tools like Google Analytics. Paid search allows targeting keywords and driving traffic. The document emphasizes the importance of consistency across online marketing strategies and measuring success with tools like Google Analytics. It provides resources for further education on leveraging websites, SEO, social media, and measurement.
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Similar to Search Marketing: Updated March 2011
Search Marketing: Updated March 2011
- 1. An Online marketingdiscussionMarch 2011Search Marketing
- 2.
- 3. ObjectivesUnderstand the elementscritical to having a successful online marketing program in place for your companyLearn about the tools and tactics necessary to ensure your website is found for targeted keywordsUnderstand more about how search engines view your websiteDecide if your efforts can accomplish the goals you have established
- 4. why is searchmarketing so powerful?
- 6. business first: objectivesWhatare your online marketing objectives?Are they being adequately accomplished with the current strategies employed?---------------------------------------------------------------------------------Example Online Marketing Objectives:Generate leadsEngage buyers, dealers, prospective buyers and prospective dealers with our Brand onlineLeverage social media for training DealersIncrease the use of our site as a knowledge portal v. calling in with issues
- 8. Paid Search/ PayPer Click/ PPCOrganic Search/ Search Engine Optimization/ SEO
- 9. what is…SEO SearchEngine OptimizationOrganic Search The active practice of optimizing a website to increase relevant traffic received by the site.PPCPay Per ClickPaid Search A method of advertising where the advertiser pays for each click received on the search engine results page (SERP)Note: SEO and PPC work completely independent of one another. Google does NOT reward organic search placement based on your paid search spend.
- 10. search marketing stats 4 out of every 5 search engine users report they never click on PPC (paid) results70% of search engine users choose to visit websites that appear in the Top 10 organic resultsOver one billion daily searches are performed through Google aloneGoogle accounts for 80% of all search volume
- 11. Rank 1 =56% of clicksRank 2 = 13% of clicksRank 3 = 10% of clicksRank 4 = 4% of clicksRank 5 = 4% of clicksRank 6 = 4% of clicksRank 7 = 3% of clicks
- 12. achieving optimal organicpage rank
- 13. seo strategiesThe Strategiesfor any SEO campaign are to:Ensure that your website is coded in a manner that is visible by search engine crawlersMaximize keyword exposure so that your site appears higher in organic rankingsDrive more relevant traffic to your website; and secure more conversions (i.e. leads or sales)Search Engine’s Goal: to give people the most relevant answers to their queries as quickly as possible
- 14. seo toolsMeta Data:Firstthing search engine will look forDetermines what people will see in the SERP pageOn-site Content OptimizationPages should be optimized for one keywordOn-page content keyword density goal: 3-7%Indicates to Google on which topics you are an expert
- 15. Google Algorithm Update:Feb 24th, 2011Google announced a major change to its search algorithm, designed to weed out shallow and low-quality content from its top search results. This update is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.
- 16. seo tools (con’t)CrossLinking:Helps control page rankPages with higher ranking priority should have more links pointing to them internally within your website.Consider anchor text used in cross-linkingIn-bound Links & Link BuildingSearch engines see links to your site as a “vote” for the quality of content on your site.The relative authority of the linking site plays a part in determining the importance assigned to the links they provide to your pages.
- 17. Link Building: casestudy in what not to doJ.C. PenneyFebruary 2011“ Someone paid to have thousands of links placed on hundreds of sites scattered around the web. All of which lead directly to JCPenney.com”“The phrase “black dresses” and a Penney link were tacked to the bottom of a site called nuclear.engineeringaddict.com. “Evening dresses” appeared on a site called casino-focus.com. “Cocktail dresses” showed up on bulgariapropertyportal.com. ”Casual dresses” was on a site called elistofbanks.com.”
- 18. Link Building: Whatnot to do: ResultOn Wednesday evening, Google began what it calls a “manual action” against Penney, essentially demotions specifically aimed at the company.At 7 p.m. Eastern time on Wednesday, J. C. Penney was still the No. 1 result for “Samsonite carry on luggage.”Two hours later, it was at No. 71.At 7 p.m. on Wednesday, Penney was No. 1 in searches for “living room furniture.”By 9 p.m., it had sunk to No. 68.In other words, one moment Penney was the most visible online destination for living room furniture in the country.The next it was essentially buried.
- 19. seo tools (con’t)GoogleWebmaster:Provides you with detailed reports about your pages’ visibility on Google & Index activityFree tool offered by GoogleSocial MediaGoogle Caffeine (2010) increased the speed at which social media sites are indexed.Links back to your site can be a white hat link building strategy
- 20. SEO How-To &To Do3-7% keyword density: tools.seobook.com/general/keyword-density/Keyword research tool: adwords.google.com/select/KeywordToolExternalSearch engine ranking and volume report – we can do this for you (show example)setup google profiles for you and your businessgoogle.com/profilesschedule a time to review your local analyticsgoogle.com/placesGet a dynamic website that is not built 100% in flash and is built on a platform you can update yourself (content management system)
- 21. PPC StrategiesThe strategiesfor any PPC campaign are to:Very quickly drive relevant traffic to your websiteGenerate geographically targeted traffic to selected landing pagesAllow you to capture traffic from a broader set of keywords (outside of what your site is optimized for)Allow you to be visible when competitive keywords are typed in.
- 22. ppc campaignsFour majorcomponents to PPC effortKeyword selection (what words you bid on)Ad text/ copy (what shows up on the SERP)Landing page (what loads after the user clicks)Conversion/ follow-up (what you do after searchers complete your call-to-action).
- 24. online marketing stats1/3rd of the United States is participating on Facebook“This is not a phase… it is more important than ever to build a brand and engage your target market [on the internet]”“Empowered consumers today expect a customized, interactive brand experience that goes way beyond a 30 second television spot or two-dimensional print ad. Forty-two percent of online adultsand 55% of online youth want to engage with their favorite brands through social applications” – Forrester Research
- 25.
- 27. how can iuseTo listen! Your competitors, vendors, customers and prospects are talking about you, right now.To build a presence and expand the influence of your brandTo enhance search engine ranking (SEO)To communicate and educateStart connecting with clients, vendors, partners, admirers, employees, dealers, etcContests, product previews, service priority, VIP access, product reviews, product input, marketing input, service input, feedbackSurpassed 500 million global users in July, 2010
- 29. How you canuseBuy a Flip cameraCreate a library of videos that highlight product and company distinctionsUse .ppt to create and upload online presentationsSet up a YouTube ChannelStart connecting with and informing partners, prospects, clients, coworkers and friendsCan be a source of content for your social marketing effortsImprove organic search rankings
- 30. what you needto know to decideAttendance and discipline are half the gameContent is kingDedicate resources to making this workSeek first to understand, then to be understoodThe conversation is going on right now, the only decision is if you will be involvedIdentify what level of involvement is sustainableConsistency, Consistency, Consistency
- 31. Seminar Series:March 16th: Leverage your website to generate leadsApril 20th: SEO for visibility, Action and ConversionMay 18th: Integrating Social MediaJune 22nd: Google Analytics: Measurement MattersTo Register: http://marketingandtheweb.eventbrite.com/LET’S CONNECTwww.facebook.com/elementthree@elementthreehttp://blog.discoverelementthree.com
Editor's Notes
- #4 Objectives for today's Indianapolis SEO (Search Engine Optimization) seminar. We want you to understand the elements critical to having a successful SEO program in place for your company. Learn about the tools and tactics necessary to ensure your website is found for targeted keywords and understand more about how search engines view your website. Which will help you decide if your efforts can accomplish the goals you have established or if you may need assistance from and outside company.
- #9 Perfect example of:You show up on the paid search and then you also show up #6 or 7 on the organic search – do you really want to pay for that position if you are on the front page organically?You are sending visitors to the homepage for “luxury motorhomes” – why not send them to the luxury motorhomes page within the site? Why give them the option of a 5th wheel?Paid search is like a Jet – you can get up and going quickly, but there is very little energy left to propel you – you have to continually feed itOrganic search is like a locomotive – harder to get going, but much more difficult to stop as well.