Download - Anvil SEMA SEM Presentation
Enhancing Your SEM Campaigns to Boost Revenues
Presented by:Kent Lewis (@KentLewis) #SEMAOMCPresident & FounderAnvil & Formic Media, [email protected]
About Anvil Media & Formic Media
Anvil Media, Inc. is digital marketing agency specializing in search engine marketing services, including search engine optimization, pay-per-click management, social media marketing & online reputation management services.
Founded in 2000, currently 14 employees & 50+ clients100% of account team Google AdWords & Analytics certified100% of account team published in industryFounding member of SEMpdx trade association2x winner of SoMe (Social Media) AwardsSearch & social media training partner with OMI & WhartonInc. & Portland Business Journal Fastest Growing CompanySister agency, Formic Media, is SEMA search marketing partner
About Anvil
Agenda
Search Engine Optimization (SEO)Pay-per-Click (PPC)Local Search & SocialConversion OptimizationResourcesQ&A
Search Engine Optimization
6
2011 Search Ranking Factors
7
Future Search Ranking Factors
8
Content
Code
Credibility
The 3 Cs of SEO
9
Content: Media-agnostic
10
Content: User Experience Design
11
Code: Mobile
12
Code: Mobile
• Optimizing for Mobile• No Flash & larger buttons (with spacing)• Contact information in footer• Map & driving directions
• Building for Mobile• WordPress plug-ins• Use CSS (Handheld.css & iPhone.css)• Dedicated website (m.company.com)
13
Credibility: User Reviews
14
Credibility: Click-Thru Rates
15
Credibility: Website Traffic
16
Case Study: Race Ramps
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Race Ramps: Domain Credibility
18
Race Ramps SEO Recommendations
Pay-per-Click Advertising
Popular PPC Platforms
The PPC Experience
Google Quality Score Ingredients
• Matched keyword’s click-through rate (CTR) on Google• Relevance of the keyword and ad to the search query• Historical keyword performance on Google.com• Other relevancy factors that continually evolve
The PPC Process
PPC: Sample Text Ads
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PPC: Sample Landing Page 1
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PPC: Sample Landing Page 2
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PPC: Sample Landing Page 3
27
Advanced PPC Strategies
• Targeting• Geographic • Local listings
• Enhanced/expanded listings• Navigation links, product feeds, location or click-
to-call extensions & reviews• Dedicated mobile campaigns• Content network• AdCenter & social platforms• Display ad campaign• Retargeting/remarketing
Local Search & Social
Local Search: Game Changer
• 20% of all searches have local intent (2B/mo)• 80% of all budgets are spent within 50 miles
of the home (DMA)
Local Goes Mobile
Local Search Players
Local Search Ranking Factors
Sample Places Page: Race Ramps
35
Social Media Profiles: Localize?
Conversion Optimization
Testing: A/B vs. Multivariate
Testing: Key Page Components
Conversion Optimization Best Practices
• Design• Template • Navigation• Images or videos
• Copy• Headline• Format• Offer• Trust marks• Testimonials• Awards & recognition
Conversion Optimization Testing Cycle
Sample Page: Short Form
Sample Page: Long Form
Sample Page: Multi-step
Summary
Optimize your web presenceEvolve your paid search campaignsGet local with search & socialContinually test and refine website &
landing pagesCreate a powerful online experienceIntegrate online and offline effortsConstantly measure and improve
ResourcesLinksHow Local Search Can Be Your Reputation ManagerDrive By Reviews & Online Reputation Terrorists Part 2Google+ Follow-up: A Cheat SheetWhy Google+ Business Profiles Will Trump Facebook PagesWhat’s Going on with the Hotels & Accommodations Industry in Search?
ArticlesFive Reasons For Hospitality Brands Not To Outsource Social Media ManagementHow to Become a Social Media Guru in 3 Easy StepsTop Social Media Platforms for BusinessesAdvanced LinkedIn Strategies for MarketersOnline Reputation Management: The New PR6 Social Media Platforms At-a-Glance
WhitepapersThe Marketer’s Guide to Location-Based Social NetworkingThe Marketer’s Guide to Getting Started with Social Media Marketing
Q&A & Next Steps
Kent Lewis President Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212O: 503.595.6050 x223M: 503.260.6700 [email protected] & Skype: @kentjlewis LinkedIn: kentlewis
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information