Search Engine Marketing

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Search Engine Marketing
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• Search engines are the most widely used vehicles
  for generating traffic to websites. In fact,
  research confirms that over 90 of Internet users
  utilize search engines to find products, services
  or information.
• (Source iProspect Search Engine Marketing
  University www.iprospect.com)

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Overview

• Elements that make up Search Engine Marketing
  (SEM)
• Ways to ready your website for the search engines
• Search Marketing Strategy

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Elements that make up SEM
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Elements that make up Search Marketing

• SEM Search Engine Marketing
• SEO Search Engine Optimization
• Natural/Organic Search
• Pay per Inclusion
• Sponsored Search/PPC
• Vertical Search

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Search Engine Marketing

• Marketing a website through
• search engines.
• This includes efforts to improve organic
  listings, purchasing paid listings, or a
  combination of search related activities. Also
  called SEM.

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SEM Search Engine Marketing

• SEO Search Engine Optimization
• Natural/Organic Search
• Pay per Inclusion
• Sponsored Search/PPC
• Vertical Search

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Search Engine Optimization

• The act of modifying a website so that it
• has a higher likelihood of appearing well
• in the organic or natural listings of the search
  engines. Also called SEO.

Out of SITE, out of Mind
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Why SEO?

• Research also clearly demonstrates that if your
  website isn't found within the top 10 to 30
  search results (the first three pages), no one
  will find it. And if they don't find it, not only
  won't they become customers they will find your
  competitors instead.
• (Source iProspect Search Engine Marketing
  University www.iprospect.com)

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Natural / Organic Search

• Not related to paid advertising
• Based on algorithms (unique per engine)
• Goal Relevancy (Content, Hyperlinks, Links)

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Pay Per Inclusion

• Paid advertising program that guarantees web
  pages are included in a search engine index
  (natural). The guarantee is that pages will be
  included, however, no guarantee pages will rank
  well.

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Paid Search/PPC

• Advertising based bid for placement
• Can help a company get top placement on words
  they do not rank well on

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Do you PPC?
http//www.iab.net/news/pr_2006_09_25.asp
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Natural search is the way your site is
foundPaid search is the way you would like
your site to be found
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Vertical Search

• A streamlined search solution that helps web
  surfers find what they need
• Smaller search topic universe more concentrated
  results
• Can be a challenge to find and get listed in
  these engines

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No two search engines are alike

• -Traffic
• -Demographics
• -Algorithms

Share of Searches, July 2006 comScore Media
Metrix Search Engine Ratings
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Super Search Savvy!

• SEM Search Engine Marketing
• SEO Search Engine Optimization
• Natural/Organic Search
• Pay per Inclusion
• Sponsored Search/PPC
• Vertical Search

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Ways to ready your site for the search engines
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Easy ways to ready your website

• NATURAL/ORGANIC SEARCH

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Put some meat in your Meta Tags

• Title Tag
• Description Tag
• Keyword Tag

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How the heck do I check my Meta Tags?

• Scroll over the text on your site
• Right Click
• View Source

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Content is King!

• Content is probably the most important factor in
  successful search engine optimization
• Incorporate relevant keywords and phrases
• Content in graphics wont do you a whole lotta
  good copy needs to be text

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Its all about the home page

• Changing content on the homepage gives the
  engines more to feed on

Property casualty insurance
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Flash can be Trash

• Spiders have a more difficult time reading flash
  or graphics.

Los angeles web design, santa barbara web design
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Dont compromise look and feel, just

• make sure key content appears in text format

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Get Hyped About Hyperlinks!

• Use strong keywords in hyperlink text that points
  to various pages within the site.
• Instead of Read this article
• Use Is your RV Ready for Spring?

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Image Isnt Everything

• Use the alt tag on all pictures
• There is a huge opportunity to strategically
  place keywords and boost relevancy
• Key info can be displayed even if image loading
  is off.

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Play the Name Game

• Be mindful of keywords when you name all urls AND
  photos
• Its not just the root name, but the names of
  deeper pages

Evogear.com
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Embrace the Static

• Create as many static links as possible
• Static links are easy spider food
• Dynamic links are tough to read
• http//www.evogear.com/snowboard-boots/32-ultralig
  ht-2007.aspx
• Vs.
• http//www.evogear.com/xp17397588?2007.aspx

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KISS

• Keep your language close to what you do
• Body copy that best explains a business is easy
  for a surfer to comprehend, and its easy for
  engines to detect as the language is relevant to
  terms people are searching on

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Hook Up

• Have links to relevant partner sites on your
  website and have them link to you
• Make sure you clarify with a link partner HOW you
  want your link to be set on their site

Conscious spending
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Standardize your url

• We know httpyourname.com http//www.yourname.co
  m are the same,
• but the search engines do not!
• Pick a path and set a 301 redirect

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Map it out. Add a Site Map

• Create a site map with text links
• Text links are more engine friendly than graphic
  links
• A site map is basically a table of contents for
  the engines to crawl.

adidas
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Be Submissive Submit Your Site ?

• You have to let the engines know you exist!
• Submit to
• DMOZ
• Google
• Yahoo
• MSN

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Keep it Real.

• Do not add hidden text or try to trick the
  engines
• Black hat SEO will not sustain you for the long
  haul.

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More is better

• Employing one natural search practice wont do
  the trick
• More pages with key content
• Using all the best practices
• in unison will help
• you obtain best visibility

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Do your homework

• Its not what you know, but what you are open to
  learning that will bring success
• Take advantage of all the free tools out there!

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Ask for help after youve done the basics

• There are lots of third party companies that have
  tools and technology that can help you with and
  beyond best practices
• Know what you WANT before you engage them!
• Save time and by doing the easy no-brainer
  stuff now

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Time is on your side

• Putting best practices in place so your pages
  will get indexed will gain traction as you build
  history with the engines
• and age of url is rumored to be a helpful
  factor!

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The only constant is change

• Only guarantee algorithms will always change
• Implement best practices and follow through as
  your site evolves and changes

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Focus

• Assess your current state of referrers and
  keyword affairs
• Focus on specific keywords
• Make a checklist
• Get to work!

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Monitor
Web Stats are a must!
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Get a Google and Yahoo Account

• Google has killer webmaster tools
• Youll need both accounts for local search
  submission
• If/when you test paid search, youll have to have
  these

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Easy ways to ready your website

• PAID SEARCH

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PPC can be served

• A la carte
• A la mode

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Before you proceed

• Have a tracking system in place
• PER KEYWORD
• PER ENGINE
• PER OFFER
• ETC.
• Monitor your conversion rate

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Start small

• Then snowball

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Use Catchy/Compelling Copy

• Use Catchy/Compelling Copy
• Invite the Click
• Take advantage of tracking tools
• Match it Up
• Keyword
• Copy
• Content
• Landing Page

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Do NOT ignore the landing page!

• Clear purpose
• Savvy design
• May be worth having a separate landing page
• Make it easy to buy
• Convey value think from your customers
  perspective!
• CALL TO ACTION

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Quick and dirty may be quick, but you always end
up dirty
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KNOW YOUR OPTIONS

• Text Ads
• Image Ads
• Local Ads
• Placements
• Test them out!

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Google Search
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Google Search Network
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Google Content Network
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Easy ways to ready your website

• VERTICAL SEARCH

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Developing your Search Marketing Strategy
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Money, by itself, is not going to do anything for
you
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How will you use SEM?
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• Marketing is about growing your business its
  revenues, profit and perceived value

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Search Marketing Development Process

• 1. ASSESS
• 2. OPTIMIZE
• 3. NEW

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Half the money I spend on advertising is wasted
the trouble is, I don't know which half.- 19th
Century retailer John Wanamaker, inventor of the
department store
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Distinction of Web Marketing

• Highly targeted
• Immediately track-able
• Super flexible
• Easily deliverable
• Interactive

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How important is it to be at the top of a search
results page?
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Source Did-it, Enquiro, and Eyetools uncover
Searchs Golden Triangle http//www.enquiro.com/ey
e-tracking-pr.asp
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• Eyeballs do not always equal clicks, and clicks
  do not always equal sales

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Asking for HelpSelecting Third Party SEO/SEM
Service Providers
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How do you decide? ASSESS!

• Whats your focus?
• Traffic
• Leads/Sales
• Branding
• What do you want to accomplish?
• Has your team covered SEM 101?

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When evaluating a SEM providerAsk a TON of
questions, interview several firms and COMPARE!
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Theres a lot of them and they all differ!
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Be committed to owning success

• Know what you want
• Define what success means
• Determine how you will measure success
• Compare Options
• Document what you want (RPF)
• Treat any choice as a partnership