An introduction to search marketing from BANNER, covering SEO, PPC and the relationship between them.

1. Introduction to Search Marketing
David Spivac, April 2012

2. SEM
• Search Engine Marketing, (SEM), is a form of Internet Marketing that
seeks to promote websites by increasing their visibility in search
engine result pages (SERPs). Source: Wikipedia
• First core principle:
• The more SEO compliant a website is …
• The more efficient and cost effective the PPC campaigns are.
SEO SEM PPC
© Banner Corporation plc, 2012

3. © Banner Corporation plc, 2012 Source : http://www.mainlinemedia.com/

4. Search Engine Results
PPC
• Sponsored results
• Bid for position
PPC • Pay every time a user clicks
on your advert
Standard
organic
results Standard organic
results
Shopping • Increase your chances of
results
being listed using SEO
techniques
Shopping results
Media
results
• Another opportunity if you
offer products
Standard
organic Media results
results
• Achieve listings using image
and video optimisation
© Banner Corporation plc, 2012

5. SEO versus PPC
• You can affect standard organic, media and shopping
results
SEO
• Takes time for results of the work to take effect
• Gradual process of improvement
• Requires ongoing work
• Residual benefit will be seen even when your budget
has stopped.
PPC
• After setup, results are almost instantaneous
• Requires management to ensure budget is not wasted
• Once budget has stopped, results also stop
© Banner Corporation plc, 2012

6. Inter Connectivity PPC & SEO
Website
Structure
PPC
Account
Campaign Landing page
© Banner Corporation plc, 2012 Each campaign matches its specific landing page equivalent

7. SEO: Breakdown
SEO
On-Site Off-Site
Code Content Connections
Severe problems With a limited With poor
may mean search amount of With poorly quality links, the Poor anchor
targeted Without links to text reduces the
engine spiders can’t content, there is your pages, the site may be
content, you effectiveness of
index, interpret and a limited range search engines subject to
may rank for links in terms of
list the content in of terms your will not find the search engine
ineffective keyword
the search engine site can rank content. results
terms. rankings.
results pages. for. penalties.
© Banner Corporation plc, 2012

8. SEO: Process Technical
Analysis
Monitor Keyword
Results Research
Develop On-site
relationships Optimisation
Develop
Content
© Banner Corporation plc, 2012

9. SEO: Example tasks
Technical Keyword On-site Develop Develop Monitor
Analysis Research Optimisation Content relationships Results
Internal links Review
Site speed Determine target conversion rate
Brainstorm Optimise existing sites
keyword topics content for terms
Body copy
CSS/JavaScript Review
Review search Local listings conversion rate
volume, Determine new for landing pages
Metadata
competition and content required
Use of Flash relevance
Social media Review rankings v
Link anchor text profiles traffic volume
Broken links
Define keyword Image Schedule regular
sets optimisation updates
Monitor external
Guest blogs mentions
Url
Canonicalization Headings
Map to site Respond to
structure commentary Respond to Review keyword
Duplicate content Emphasised text external mentions targets
© Banner Corporation plc, 2012

10. SEO: It’s not a ‘one off’ effort
Reasons :
Low barrier to Search engine User behaviour New trends &
entry - algorithms keep changes – The developments in
competitors changing to give way we search the media, your
strive to improve the user the has developed industry and
their rankings most relevant over time your product
results range
© Banner Corporation plc, 2012

11. PPC: Process Competitor
research
Monitor Keyword
Results Research
Develop
Conversion campaign
tracking
structure
Landing page Create adverts
development to test
© Banner Corporation plc, 2012

12. PPC: Structure
Account Account
Campaign
Industry
terms
Geographically
Targeted
Product
range
Compe:tors
Ad
Group
Industry
term
1
Loca:on
1
Loca:on
2
Product
1
Compe:tor
1
© Banner Corporation plc, 2012

13. PPC : Make the most of it
• Add store locations – increases relevance
Local to local users & adds prominence
Google • Checkout button can increase click
through rate
Checkout
• Direct links to products
Shopping • Additional product boxes add prominence
• Alternative entry points
Site links • More prominence
© Banner Corporation plc, 2012

14. Building Trust Through SEM & Social
© Banner Corporation plc, 2012 Source : http://www.elliance.com/

15. Social Media Activities
© Banner Corporation plc, 2012

16. Thank You
© Banner Corporation plc, 2012 Source : http://www.flickr.com/photos/7804014@N08/