search engine marketing: basics to hot trends
TRANSCRIPT
Search Engine Optimization to Marketing: from Basics to
Hot Trends
Presented to:IABC Atlanta
Technology SIG
July 19, 2011
About Me & PPI
Degrees in Business/Marketing and Communications Management
Marketing > 20 years
Search engine marketing = 13 years
Full-service, award-winning search engine marketing agency based in Atlanta
Provide search engine optimization (SEO) & pay-per-click (PPC) services to clients nationwide
Agenda
• Search Engine Optimization (SEO)
• Pay-Per-Click (PPC), aka Paid Search advertising
• Social Media
• Measuring Results
• Newer & Advanced Developments
• Q&A
Search Engine Optimization
(SEO)
Organic, editorial,
natural, algorithmic
results (SEO - Search Engine Optimization)
Paid listings, sponsored links,
pay-per-click (PPC) ads, cost per click (CPC)
The Most Important Step
Keyword Research!
Search Term Research: Critical
Use the verbiage your target audience uses – not what your industry or internal experts use
“search marketing” or “web optimization”?
“healthcare” or “health care”?
“professional retouching” or “picture airbrushing”?
“financial solutions” or “financial software”?
Keyword Research
Search volume
Competitiveness
Stage in buying cycleservers
used servers
used as/400 servers
used ibm as/400 servers
Search volume
Competitiveness
Probability of buying
Likelihood of high rankings
But Wait…
Search engines don’t just look at the web page itself when determining how to rank it
They also look at the quantity and quality of links pointing to that web page
Links are an implied endorsement
Image from SEO Solution Blog
Link-Building: Critical & Must Be Done Right
YES: high quantity of quality links, relevant sites, hand-selected sites, diversified link types, content/ campaign creation (“link bait”), leveraging other marketing tactics
NO: link farms, irrelevant sites, automated submissions, too many links from the same type of site, reciprocal links, paid links, content farms
Optimized Press Release Example #1
- Bypass the press & go directly to your prospects
- Take up more room in the SERPs
- Build links pointing to your site
- Generate brand awareness & site traffic
More Online Content & More Links to Site
Optimized Press Release Example #2
More Organic Rankings
Paid Search, akaPay-Per-Click
(PPC)
Organic, editorial,
natural, algorithmic
results (SEO)
Paid listings, sponsored links,
pay-per-click (PPC) ads, cost per click (CPC)
Pay-Per-Click Campaigns
Gets sites into sponsored links
Auction model – ranking and cost based on
• Bid amount (maximum cost per click you’re willing to pay)
• Quality Score: Click-through rate, keyword used in ad copy, landing page relevance
Only pay when a searcher clicks
Ad Groups
Sample Ad Creative
Numerous PPC Levers
Landing Pages Can Make Or Break a Campaign
Social Media
Social Media Can Be Leveraged For SEO Purposes
Content
Social Media Can Be Leveraged For SEO Purposes
Votes
Customer Reviews Are Becoming More Important
Social Media Can Be Leveraged For SEO Purposes
Links
Optimizing Video Content
PPC Run On Social Media Sites Can Really Work
Measuring Results
(How do we know this is working?)
Measuring Results
RankingsVisitors /
Site Traffic
Conversions / Revenue /
ROI
How Phone Call Tracking Works
Type in URL directly & see this:
Click on a Google organic listing & see this:
Click on a Google paid listing & see this:
Call Tracking Ensures You’re Measuring ALL Results
66%
33%
Call Tracking Ensures You’re Measuring ALL Results
Mini Case Study:
-71% of leads came in by phone
-Increased PPC bids
-Doubled the number of PPC leads generated
Monitor Your Company & Brand Name(s)
Goal: Take Up As Much Room In The SERPs As Possible
Website
Twitter profile
Facebook profile
LinkedIn profile
BusinessWeek profile
(not us)
Optimized press release
Video (not us)
Website
Website
Newer & Advanced Developments
Universal Search: Optimize More Than Your Corporate Site
Personalized Search Means Results Vary For Everyone
Usability: More Important Than SEO Even? (Yes!)
Usability: More Important Than SEO Even? (Yes!)
Usability: More Important Than SEO Even? (Yes!)
Starting point
SEO only
Usability only
SEO + Usability
Consider Running PPC On Mobile Devices
Consider Running PPC On Mobile Devices
Want More?
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THANK YOU!