Search Engine Marketing

Dan Salamone Marcom Coordinator, Site-Seeker, Inc.

Kathy Hokunson Regional Sales Manager, Site-Seeker, Inc.

What is Search Engine Marketing (SEM): PPC, SEO & Social Media?

Search Engine Marketing (SEM)

Is a form of internet marketing seeking to

promote websites by seeking to improve

their visibility in search engine results

pages (SERP’s).

•  In 2006 North American advertisers spent 9.4 billion on SEM, a 62% increase of the prior year and a 750% increase over 2002.

Pay-Per-Click

An Internet advertising strategy used on

search engines, advertising networks, and

content websites, such as blogs, where

advertisers bid on keywords to achieve ad

placement.

Search Engine Optimization (SEO)

The process of improving the volume and

quality of traffic to a website from search

engines via “natural” (“organic” or

“algorithmic”) search results.

Social Media

Social media is content created by people

using highly accessible and scalable

publishing technologies.

Pay-Per-Click

PPC

Basic PPC Structure

Account Campaign

Ad Group • Ad 1 • Ad 2 • Ad 3

Search Engine Optimization

SEO

Search Engine Optimization or SEO is a multi – phase process. To have a successful SEO program you must think of SEO in terms of ongoing and in constant motion.

PHASE 1: Website Structure – Navigation, Organization of Code and Link Structure, xml sitemap, robots.txt, Tags: Title, Header, Keyword, Description, Alt Img

Content – Keyword Research, Content Rewrite (keyword density etc) Analytics – install or verify GA, establish conversion funnels

PHASE 2: Inbound Linking - Research and develop inbound links Create Authority - Create Content Pages for Social Media, Micro sites, 301

redirects for alternate domains, vertical search Ongoing – SEO Efforts are fluid and ongoing process, touching and addressing all items listed above as well. Also addressing website performance, strengths and weaknesses as indentified in GA reporting.

SEO is NOT a one time service. SEO is an ongoing process that requires the provider to monitor for cause and effect and modify actions as needed. There are many things that affect the strength and positioning of a site that are addressed on a priority basis, yet all are crucial to the overall success.

Let’s define SEO a little more . . .

Keyword Research – Step 1 •  What products or services do you want to be

found for? •  How do your prospects and clients refer to those

product or services? •  What are the key phrases that make that

prospect a qualified buyer – think longer phrases that are more precise

Competitive Research – Step 2

•  Who are your competitors •  What keywords are they using •  What keywords are they being found for •  Where do they get their inbound links from

Establish baseline & benchmarks – Step 3 •  What keywords do you want to measure your

position for •  What do you want to measure for effectiveness

–  RFQ’s, Phone calls, Increased traffic, position •  Establish Conversion Funnels and measure

what is important to you.

Metrics: Google Analytics, establish baseline for overall traffic and report against it.

Defining & Measuring Success

Metrics: Google Analytics, monitor and measure effectiveness of important pages.

Defining & Measuring Success

Metrics: Google Analytics, monitor and measure effectiveness of important keywords.

Defining & Measuring Success

Defining & Measuring Success

Top 10 Search Terms 6/05‐5/06(before) 6/07‐5/08 6/08‐5/09

Keyword VisitsBounceRate Keyword

UniqueVisits

BounceRate Keyword

UniqueVisits

BounceRate

spur gears 612 46.9% spur gears 1,381 36.57% spur gears 2,048 42.43%

small gears 219 50.2% spur gear 1,019 40.92% gear manufacturer 1,952 42.52%

gear grinding 206 31.1% helical gears 752 37.50% worm gear 1,755 70.26%

spur gear 189 45% helical gear 617 44.25% bevel gears 1,392 61.93%

worm gears 183 58.5% custom gear 576 93.23% bevel gear 1,129 67.23%

helical gears 173 44.5% gear design 432 53.01% spur gear 1,049 41.66%

gears 170 45.9% nixon gear 407 23.59% custom gears 834 59.95%

nixon gear 154 33.8% gear cutting 376 53.19% worm gears 798 67.29%

gear cutting 134 46.3% gear manufacturer 370 45.41% helical gear 770 47.79%

metric spur gears 104 52.9% custom gears 315 52.70% gear cutter 637 70.64%

“Gear Manufacturer” and “Spur Gears” are now your largest search term.

Social Media Why is it important to SEO?

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100,000,000:TheamountYouTubevideoswatchedeveryday

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Establishing Credibility with Social Media

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Become the Expert

Create Accounts (Name Claim)

Grow Networks

Create Content

Distribute Content

Participate in Discussion

Lead Discussion

How to Distribute Your Blog

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Email Campaign

Twitter

Facebook

Other Blogs

Social Bookmarking Sites

LinkedIn

Other (links)…

Blog Posts

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